• Md Arsalan
• Dr. Gopal Krushna Sahu
• Qazi Sheeraz Arif

Advertisements are a great tool to entice consumers into buying a product. With the outset of mass production and consumerism, advertisements took their toll. They attract customers in numerous ways and apply different methods to motivate the customers to buy a particular product. Advertisements significantly influence society, and they set trends among buyers. Cosmetic and beauty products have massive sales in India. Nevertheless, at the same time, these products and their ads have been subjected to criticism as well. For example, fairness creams are a familiar product at every general store across the country. These fairness creams set a common notion of fairness as a beauty standard. This paper identifies sign systems advertisers employ to commodify the female body and set beauty standards for women in society. Further, the study ascertains the kind of gender roles defined through these advertisements.

"The Ideal of Feminine Beauty in Cosmetic Advertisements: A Semiotic Analysis ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 9, page no.b646-b657, September-2022, Available :http://www.jetir.org/papers/JETIR2209179.pdf

"The Ideal of Feminine Beauty in Cosmetic Advertisements: A Semiotic Analysis ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 9, page no. ppb646-b657, September-2022, Available at : http://www.jetir.org/papers/JETIR2209179.pdf