Hijab in Indonesia currently tends to increase and is in great demand by women. However, some women do not know the meaning of women wearing hijab; they sometimes just follow their lifestyle. The mass media plays an important role in the meaning of women wearing the hijab, one of which is YouTube through an advertisement. Advertising is done to influence the behavior, feelings, and thoughts of consumers so that they are encouraged to buy the product being promoted. This study aims to determine the meaning of women wearing the hijab in the advertisement "Wardah Exclusive" (2023). The method used is qualitative, with the semiotic analysis approach of the Ferdinand de Saussure model, by determining markers and signifieds so that a deep meaning is obtained about women wearing the hijab in the ad. The data collection technique used is documentation, by taking screenshots of every scene listed in the Wardah advertisement (2023) on YouTube media, which lasts 30 seconds. The results showed that the meaning of a woman wearing the hijab is a Muslim identity, a form of self-expression, a modern lifestyle, a symbol of beauty, and a Muslim obligation.
Hakim et al. (Mon,) studied this question.