Decoding the myth of luxury in cosmetics herbal products advertisements

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The study begins with a perilous standpoint of lovely images (female/male/child) in the mass media being regularly developed a formulaic typecasting concept of beauty. Quite a few feminine beauty myths have been grown in India during the contemporary times. The rise of cosmetic herbal advertisements portraying regressive images of womanly beauty to endorse products. Cosmetics perception of herbal integration is observed in respect to beauty myths portrayed by the media. The authors examine the structures of beauty myths of cosmetic herbals in India and their fundamental features. This is because of deep rooted androcentric dogma which portrays and objectifies the certain gender (especially women). Media vehemently disseminates much distorted concept of “beauty”. Brand changes their entire appearance with varied makeup products. There are evidently many products are available in the market which promises to bring a change in color/look/appearance altogether which is not always true but the study argues that the narratives of these cosmetic herbal products is creating an illusion. Roland Barthes's theory of mythology has been taken into consideration to understand the luxury of myth, and attributes of misleading information of media content. The study further directs to assimilate the perception of the consumers along with the semiology in depicting the beauty myth. There is a huge gap between women in reality and representative women in the mass media. It is very crucial to have a balanced perception of perceived images presented or drive by the mass media.

About the authors

Sharmila Kayal

Adamas University

Author for correspondence.
ORCID iD: 0000-0001-5574-4910

Dr., Associate Professor, Head of the Department of Journalism and Communication

Barasat, 700126, Republic of India

Ruma Saha

Manipal University Jaipur

ORCID iD: 0000-0002-8016-5862

Doctoral Research Scholar, Department of Journalism and Communication

Rajasthan, 303007, Republic of India


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Copyright (c) 2023 Kayal S., Saha R.

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