RUDN Journal of Studies in Literature and JournalismRUDN Journal of Studies in Literature and JournalismВестник Российского университета дружбы народов. Серия: Литературоведение. Журналистика2312-92202312-9247Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University)3436710.22363/2312-9220-2023-28-1-175-186LWTRFYJOURNALISMЖурналистикаResearch ArticleDecoding the myth of luxury in cosmetics herbal products advertisementsРасшифровка мифа о роскоши в рекламе косметических средств растительного происхожденияhttps://orcid.org/0000-0001-5574-4910KayalSharmilaКаялШармила

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

доктор наук, доцент, руководитель департамента журналистики и коммуникаций

sharmilakayal@gmail.comhttps://orcid.org/0000-0002-8016-5862SahaRumaСахаРума

Doctoral Research Scholar, Department of Journalism and Communication

докторант-исследователь, департамент журналистики и коммуникаций

ruma.saha.kolkata@gmail.comAdamas UniversityУниверситет АдамасManipal University JaipurМанипальский университет Джайпура30032023281VOL 28, NO1 (2023)ТОМ 28, №1 (2023)17518610042023Copyright ©; 2023, Kayal S., Saha R.Copyright ©; 2023, Каял Ш., Саха Р.2023Kayal S., Saha R.Каял Ш., Саха Р.https://creativecommons.org/licenses/by-nc/4.0https://journals.rudn.ru/literary-criticism/article/view/34367

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.

Образы прекрасного (женского/мужского/детского) в средствах массовой информации регулярно разрабатывают шаблонную типологическую концепцию красоты. В Индии в современную эпоху сформировалось довольно много мифов относительно женской красоты, множится реклама косметических натуральных средств, изображающих регрессивные женские образы для продвижения продукции. Цель исследования - рассмотреть фундаментальные особенности мифов красоты в рекламе косметических растительных средств в Индии. Имеет место глубоко укоренившаяся андроцентрическая догма, которая изображает и объективирует определенный пол. СМИ настойчиво распространяют искаженное представление о красоте. На рынке существует множество продуктов, которые обещают полностью изменить внешность, что не всегда соответствует действительности: установлено, что рекламные нарративы косметических растительных продуктов создают иллюзию. Для понимания мифологии и атрибутики вводящей в заблуждение информации медиаконтента применялась теорию мифологизации Ролана Барта. Наряду с семиологией в изображении мифа о красоте изучено восприятие потребителей. Существует огромный разрыв между женщинами в реальности и репрезентативными женщинами в СМИ. Таким образом, необходимо сбалансированное восприятие воспринимаемых образов, представленных или созданных средствами массовой информации.

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