Signs in Social Media Marketing: A Case Study on Dior Beauty Advertisements in Instagram

Semiotics examines signs and symbols, exploring meaning formation and their functions within social contexts. Many consumers do not realize the deeper meanings contained in advertisements, as these messages are often conveyed implicitly through visual elements. The significance of this study is to help audiences understand how modes of sign, such as iconic, indexical, and symbolic used in digital advertising, especially in social media marketing. The research aims to explore how these modes of signs construct meaning in Dior Beauty Instagram advertisements and how they support the brand’s image. Using a qualitative method based on Mackiewicz, selected posts featuring Jisoo (09 September 2025) and Jenna Ortega (02 January 2026) were observed and documented. Data were analyzed using Chandler’s theory to explain how visual signs convey meaning. The findings show that each advertisement combines two iconic signs, one indexical sign, and one symbolic sign. Iconic signs appear in the models and products, visually resembling reality and being recognizable to viewers. Indexical signs are shown through visible product effects, such as smooth skin in the setting powder advertisement and bold red lips in the lipstick advertisement, demonstrating a cause-and-effect relationship. Symbolic signs, such as the Dior logo and Instagram username, represent brand identity through shared cultural understanding. Together, these signs create implicit meanings that link Dior Beauty products with elegance, flawless appearance, and ideal beauty. This research implies that understanding semiotic and visual strategies in digital advertisements can increase audience awareness of how brands communicate identity, value, and perception through subtle visual messages.