Roland Barthes and Advertising for Lipstick

1236 Words3 Pages

Thanks to the influence of the ancient Egyptian introduction to makeup art in burial rituals, makeup has made its way all around the world and established its position as a very successful industry. Among several cosmetic and toiletry brands, Lancôme Paris, is one of the most popular today. Examined by one of France’s most prevalent thinkers, Roland Barthes, Paris is seen as the world center of sophistication, elegance and high society. An expert on the nature of society, Barthes, is also famous for his theory of the cultural myth that subconsciously produces meaning in the most basic parts of our lives. Combining Barthes definition’, its lustful visual and charming slogan, a vintage cosmetic advertisement for Crushed Rose lipstick allures its consumers by producing myths regarding instant beauty and perfection with the purchase and application.

It is vital to understand what Barthes means by myth. In short, myth is a type of speech chosen by history; a type of communication that can be interpreted by a combination of signs. Barthes’ research on languages enabled him to conclude to semiological science, his theory of signs. There are three parts to a myth: the signifier, the signified, and a cross of the two, the sign. Barthes also refers to myth as depolitized speech in that an object, or signifier, is automatically linked to the individual thought, or signified, which differs with each culture or foundation of the individual. That being said, myth is not restricted to oral speech. It also includes written text or visual images, like an advertisement. The interpretation of this speech or these texts or images, are culturally determined, and more specifically, by the economics of culture. Myth often twists the truth of the m...

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...ently, one may act differently as well with a new attitude and confidence. While makeup is concealing the faults in appearance, it is also concealing the faults in character, which is another myth.

Most importantly, Lancôme’s goal is not to help people fall in love or feel better about themselves. Lancôme’s objective with any advertisement is to sell the product and make a profit. Lancôme Paris is obviously part of a large cosmetic industry, and this particular advertisement also advances Lancôme into dating and romance industries. Given the name of the lipstick and rose pedals in the image, there is an obvious connection to roses as a symbol of love and romance. As Barthes’ explained it, “passionified roses” are a representation of the economics behind dating culture. Uniform to society, Crushed Rose lipstick is based solely on economics and consumer capitalism.

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