This study aimed to find out and describe the women image in the soap
advertisements on Iklanesia Channel of YouTube. It was a descriptive qualitative
study. The object of this research was the women image in the soap advertisements. It
used Roland Barthes' semiotic approach. Data of this study was a sign system of the
advertisements in the form of images, colors, advertisement text and others. Source of
the data was the soap advertisements on the channel. Data collection techniques used
were documentation and literature study. The data of this study were analyzed by
using text analysis dividing meaning into denotation, connotation and myth analysis.
Results of this study showing the women images of the soap advertisements revealed;
(1) The image of confident women found in Dettol - Be Dettol mother protecting
family every day, Dettol- mother type, Dettol New Cool- Mother type, Dettol Cool-
Playing Basketball & Cheerleader- Loving Mother, Johnson's Baby Bath Milk +
Rice Bath - Fun with Dad, and Lifebuoy Active Silver Formula - Titi Kamal &
Christian Sugiono, (2) The image of loving women found in Dettol Cool Free
Premium Shower Puff 30s (2017), Lifebuoy Total10- It's More Advanced Now, Dettol
Body Wash Deep Cleanse 30sec (2017), Nuvo Double Protection - Pollution and
Dust, and Original Dettol- Killing 100 Types of Germs, (3) Image of active women
found in Biore and Lux, (4) Image of creative women found in Citra Scrub Soap and
Biore Body Foam Cheerful Choco berry, and (5) The image of beautiful women found
in Lux- 8 hours fragrance only IDR 8000, Shinzui-Medley, New Lux with Floral
Fusion Oil, Lux Sakura Dream, Dove Aqua Moisture Body Wash, and Dettol Body
Wash.