A Critical Discourse Analysis of Beauty Product Advertisements on Web Site
Daftar Isi:
- Critical Discourse Analysis (CDA) is the approach about social elements that relate to the authentic everyday communication in institutional, media, political or other locations. The researcher analyzed the critical discourse of beauty product advertisements on web site. This research is intended to find out what the types of linguistic features (micro level) and also to find out how the use of strategy manipulates women beliefs (meso level). This study uses descriptive qualitative research design. The source of the data is beauty product advertisements on web site. Research instrument of the study is the researcher herself. The data collection has three steps, involving: searching the beauty product advertisements, finding and selecting the language of beauty product advertisements. The data analysis has three steps as data reduction, data display, and conclusion or verification. The findings of the research show that there are two types of CDA. Those are linguistic features (micro level) and strategy of advertisements (meso level). First, in the linguistic features (micro level) that relate to the textual analysis of the advertisements. There are 11 linguistic features (micro level) of advertisements. There are 8 second-person personal and possessive pronoun ‘you’ and ‘your’, 4 imperatives, 3 question forms, 1 disjunctive syntax, 6 vocabularies (positive adjective and negative adjective), 2 compound words, 1 modality, 1 conjunctive adjunct, 1 technical word, 1 slogan, and 1 number. Second, in the advertising strategies (meso level) that relates to the discursive practice analysis to manipulate women beliefs based on production and consumption of the products. There are 6 strategies of advertisements. There are 1 strategy of manufacturing consent through implication, 2 strategy of invoking inadequacies, 1 strategy of irrealisis representation, 1 strategy of positive self-representation, 3 strategies of celebrity endorsement, and 2 strategies of emotive words.