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Beauty Advertisement Products in Forming the Reality of Society: A Critical Discourse Analysis

Didin Nuruddin Hidayat, Uin Syarif Hidayatullah Jakarta, Desruinova Kusuma, Alek Alek, Maya Defianty, Rahmah Purwahida, Universitas Negeri Jakarta
Voices of English Language Education Society , Volume 4, pp 191-198; doi:10.29408/veles.v4i2.2393

Abstract: 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 potential consumer communities' perceptions and perspectives. The study aims to analyze the advertisement of two competing brands' advertisement of beauty products in gaining sympathy from the potential public customers. Despite the fact that some research studies have attempted to reveal the beauty advertisements' ideology 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 Fair Clough. 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 to persuade and attract 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.
Keywords: discourse / beauty / online / Advertisements / CDA / attractive / texts / buyers / realities in society

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