Beauty Advertisement Products in Forming the Reality of Society: A Critical Discourse Analysis
DOI:
https://doi.org/10.29408/veles%20journal.v4i2.2393Keywords:
beauty advertising, Critical Discourse Analysis, sociolinguistics, social realityAbstract
Through advertisements aired on television, electronic media, online, and printed media, it is easy for the public to obtain product information from various brands displaying attractive images, visuals, and texts. Indeed the most significant influence in advertising is the use of text that can change the perceptions and perspectives of potential consumer communities. The study aims to analyze the advertisement of beauty products of two competing brands in gaining sympathy from the public potential customers. Despite the fact that some research studies have attempted to reveal the ideology of the beauty advertisements from a critical discourse analysis perspective, little has been done to uncover the comparative studies on local and international beauty products. To obtain the data, this study examined the advertisements of two competing beauty products that have been displayed on online media (YouTube). These advertisements were analyzed by using Critical Analysis (CDA) by Norman Fairclough. CDA was divided into three interrelated dimensions: texts, discourse practices and socio-cultural practices. The findings revealed that the texts in the advertisements were formulated in such a way for the purpose of persuading and attracting the sympathy of potential buyers. In addition, the texts were also created by elevating existing realities and shaping certain realities in society so that the advertisements achieved the ultimate goal of reaching the sympathy of the potential buyers.
References
Budgeon, S., & Currie, D. H. (1995). From feminism to postfeminism: Women’s liberation in fashion magazines. Women’s Studies International Forum, 18(2), 173–186.
Butt, D., Fahey, R., Feez, S., & Spinks, S. (2012). Using Functional Grammar: An explorer’s guide. Palgrave Macmillan.
Carvalho, A. (2000). Discourse analysis and media texts: A critical reading of analytical tools. International Conference on Logic and Methodology, 1–40.
Fairclough, N. (1995). Media Discourse. Edward Arnold.
Fairclough, N. (2003). Analysing discourse: Textual analysis for social research. Psychology Press.
Gaal, S. A. (2012). Linear Analysis and Representation Theory. Springer Science & Business Media.
Gee, P. J. (2005). An introduction to Discourse Analysis: Theory and method (second ed.). Routledge.
Hashim, A. J. C. M., & Musa, R. (2014). Factors Influencing Attitude towards Halal Cosmetic among Young Adult Urban Muslim Women: A Focus Group Analysis. Procedia - Social and Behavioral Sciences, 129–134.
Ibrahim, M. (2019). Thesis for the Integrated Marketing Communication major. American University in Cairo.
Iqbal, A., Danish, M. H., & Tahir, M. R. (2014). Exploitation of Women in Beauty Products of “Fair and Lovelyâ€: A Critical Discourse Analysis Study. International Journal on Studies in English Language and Literature (IJSELL), 2(9), 122–131.
Jørgensen, M. W., & Phillips, L. J. (2002). Discourse Analysis as Theory and Method. SAGE Publication.
Kasiyan, K. (2008). Manipulasi dan Dehumanisasi Perempuan dalam Iklan. Ombak.
Kaur, K., Arumugam, N., & Yunus, N. M. (2013). Beauty product advertisements: A Critical Discourse Analysis. Asian Social Science, 9(3), 61–71. https://doi.org/10.5539/ass.v9n3p61
Kress, G., & Leeuwen, T. V. (2006). Reading images: The Grammar of visual design. Routledge.
Maier, F., & Jäger, S. (2016). Analysing discourses and dispositives: A Foucauldian approach to theory and methodology. In R. Wodak & M. Meyer (Eds.), Methods of Critical Discourse Studies (pp. 109–136). SAGE Publication.
Meyer, M., & Wodak, R. (2001). Methods of Critical Discourse Analysis. Sage Publication Ltd.
Renkema, J. (2004). Introduction to Discourse Studies. John Benjamins Publishing Company.
Sukesi, S., & Hidayat, W. G. P. A. (2019). Managing The Halal Industry And The Purchase Intention of Indonesian Muslim The Case of Wardah Cosmetics. Journal of Indonesian Islam, 13(01), 200–229.
Titscher, S., Meyer, M., Wodak, R., & Vetter, E. (2000). Methods of Text and Discourse Analysis: In Search of Meaning. SAGE Publication.
Wahyuni, R., & Nurwahyuni, E. E. (2017). Commissive Speech Acts Realization on Regular Talks: A Study of Eastern-Javanese Dialect in Bojonegoro and Surabaya Regions. International Seminar Language Maintenance and Shift, 570–576.
Xu, H., & Tan, Y. (2020). Can Beauty Advertisements Empower Women? A Critical Discourse Analysis of the SK-II’s “Change Destiny†Campaign. Theory and Practice in Language Studies, 10(2), 176–188.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with the VELES Journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0).
- Authors are able to enter into separate, additional contractual arrangements for the distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
VELES Journal is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
