Konsep cantik dalam iklan memberi makna dari alur cerita yang ditayangkan. Seperti iklan Televisi produk Citra, setiap adegan pada iklan “Citra Pearly White UV Essence” mengandung elemen yang memiliki makna, mulai dari bunyi, gerakan, kata-kata, dan visualnya. Iklan kecantikan biasanya menampilkan seorang wanita yang memiliki tubuh indah, kaki panjang, kulit putih mulus dan indah. Penelitian ini bertujuan untuk mengetahui simbol atau tanda dan makna kecantikan dalam produk kecantikan Citra versi “Pearly White UV Essence Cream” di televisi. Penelitian ini menggunakan metode penelitian kualitatif dengan paradigma konstruktivisme dan data dianalisis dengan menggunakan model Semiotik Charles Sanders Pierce yang menghasilkan data seperti kecantikan yang dimiliki oleh seorang wanita berkulit putih, yang ditampilkan pada setiap tanda pada adegan yang dipotong, seperti tubuh, rambut, wajah hingga atribut yang digunakan untuk menggambarkan bagaimana iklan Citra menggambarkan kecantikan yang dimiliki oleh wanita berkulit putih. Arti kecantikan dalam iklan Citra versi “Pearly White UV Essence” adalah kecantikan modern, kecantikan religius dan kecantikan yang sehat. To read the full-text of this research, you can request a copy directly from the FitrianiFatmariza FatmarizaThis research is motivated by young women who do self-care to follow the beauty standards that apply to the current social construction in the city of Padangsidimpuan. The existence of this social construction has become a phenomenon among adolescent girls to force themselves to get a beautiful predicate from their environment so that teenagers who are in the stage of finding their identity position themselves to be following what society wants. The construction of beauty that is now embraced by teenagers has changed from time to time. The purpose of this study was to determine the changes in the shape of the construction of women's beauty in the city of Padangsidimpuan in the past and present. This research was conducted using a qualitative approach with a phenomenological study type. Determination of informants using a purposive sampling technique. Data was collected using observation, interviews, and documentation studies. Test the validity of the data using triangulation. The result is a change in the shape of the construction of the beauty of Padangsidimpuan women in the past and present which was built by the mass media and the public, who used to be sweet black women, broad legs and shoulders, black and thick hair, a body shape that is not thin and not fat is considered beautiful. experiencing various changes in the form of beauty with the criteria of having white facial skin, clean, without spots and acne, small legs, shoulders, and hands, slim body, tall and slender, and does not have other skin disorders. This study concludes that it must be realized that not all beauty standards need to be followed. Because the real beauty is women who can be themselves, be grateful for what they have by cultivating their senses, positive talents that they have for future success. Because by having a good heart, beauty can be perfect when combined with self-confidence that does not feel different from the prevailing beauty standards. Monica Mezia VirantiAsep SugiartoThe purpose of this research is to explain how mechanism of construction about woman in cosmetic product Youtube research used constructivist paradigm Semiotics Model of Roland Barthes as its visual analysis method. There were three main findings of this research 1 Denotation of this ads is to innsipe Indonesia woman to o dare to explore with the color of the makeup on their faces to become as beautiful as Sumba Island; 2 Connotation of this advertisement further emphasizes racial inequality in the Indonesian cosmetic market, where only women of the Mongoloid and Austronesian race who are categorized as beautiful use makeup and become the main commodity target of the cosmetics market, not the Melanesian race; 3 The myth that develops among Indonesian women in physical beauty is meant by accentuating white skin, slim body, having a tall posture, having long beautiful hair, sharp nose, sensual lips, and so on has grown into the social reality of women in has not been able to resolve any references for this publication.