Critical Discourse Analysis on TV Advertisements for Beauty Products
Keywords:
Beauty Products, Critical Discourse Analysis, TV Advertisements
Abstract
This research examines TV advertisements for beauty products on local TV from the perspective of Critical Discourse Analysis. This research mainly focuses on the use of language in beauty advertisements and the strategies used by advertisers to manipulate and influence their customers. This analysis is based on Fairclough's three-dimensional framework, which shows how the ideology of “beauty” is produced and reproduced through advertisements on TV. Qualitative research was conducted on beauty product advertisements from ten TV advertisements for beauty products in 2019. The advertisements taken and analyzed were advertisements for facial beauty products from various brands and types. The findings suggest that advertisers use a variety of strategies to manipulate women. Advertising language is used to control people's thoughts. The better the words the advertisers used to manipulate the viewers, the better reaction that they will get from the viewers. This research shows advertisers are not only promoting their products but highlighting society's standards of beauty and cultural values into the viewers’ lifestyle and how the TV advertisements have shaped the beauty ideology of social practice in Indonesia.References
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Delin, A. (2000). The Language of Everyday Life. London: Sage.
Fairclough, N. (1989). Language and Power. United Kingdom: Longman.
Fairclough, N. (2001). Language and Power. United Kingdom: Longman.
Fauzan, Umar. (2018). Ideology and rhetoric: Framing metrotv news in the Lapindo Mudflow tragedy. Journal of Social Studies Education Research. https://doi.org/10.17499/jsser.26974
Feramayasari, Kiki & Wiedarti, Pangesti. (2020). A Critical Discourse Analysis on Shopee 12.12 Birthday Sale Advertisement. Journal of English Language Teaching and Linguistics, 5(1), April 2020.
Fill, C. (2002). Marketing Communications: contexts, strategies and applications. Harlow: Financial Times Prentice Hall.
Hidayah, R., & Milal, D. (2016). Ideal Identity Construction in Beauty Product Advertisement of Garnier. NOBEL: Journal of Literature and Language Teaching. https://doi.org/10.15642/nobel.2016.7.2.120-136
Hidayat, D. N., Septiawan, Y., & Sufyan, A. (2020). Critical discourse analysis and its potential for english language teaching: A study on beauty advertisement products in Indonesia. Asian ESP Journal. https://doi.org/10.2139/ssrn.3621263
Kaur, K., Arumugam, N., & Yunus, N. M. (2013). Beauty product advertisements: A critical discourse analysis. Asian Social Science. https://doi.org/10.5539/ass.v9n3p61
Kilbourne, J. (1995). Deadly Persuasion: Why Women and Girls Must Fight the Addictive Power of Advertising. New York: The Free Press.
Kilbourne, J. (2000). Can't Buy My Love: How Advertising Changes the Way We Think and Feel. New York: The Free Press.
Li Xia, Z., & Hamuddin, B. (2019). Reviewing Critical Discourse Analysis (CDA) Studies: Ideas from Chinese Scholars. REiLA: Journal of Research and Innovation in Language. https://doi.org/10.31849/reila.v1i1.2767
Mendrofa, M. P. (2020). Feminist critical discourse analysis to the language use and display in whitening cosmetic product advertisements. SAGA: Journal of English Language Teaching and Applied Linguistics. https://doi.org/10.21460/saga.2020.12.45
Putra, H. P., & Triyono, S. (2018). Critical Discourse Analysis On Kompas.Com News: “GERAKAN #2019GANTIPRESIDEN.” LEKSEMA: Jurnal Bahasa Dan Sastra. https://doi.org/10.22515/ljbs.v3i2.1412
TURHAN, B. (2017). Critical Discourse Analysis of Advertising: Implications for Language Teacher Education. International Journal of Languages’ Education. https://doi.org/10.18298/ijlet.2301
Published
2020-11-28
How to Cite
Rohmah, F., & Suhardi, S. (2020). Critical Discourse Analysis on TV Advertisements for Beauty Products. Indonesian Journal of EFL and Linguistics, 5(2), 453-470. https://doi.org/10.21462/ijefl.v5i2.316
Section
Articles
