SOMETHINC ADVERTISEMENTS: A CRITICAL DISCOURSE ANALYSIS POINT OF VIEW

AYUNINGTYAS, OLANITA (2022) SOMETHINC ADVERTISEMENTS: A CRITICAL DISCOURSE ANALYSIS POINT OF VIEW. S1 thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This study uses critical discourse analysis to analyze how beauty goods are advertised on Instagram. This study primarily examines how language is used in advertisements for beauty products and how marketers impress and persuade consumers. This analysis is based on Fairclough's three-dimensional framework, which demonstrates how social media advertising creates and propagates the ideology of "beautiful." Twenty advertisements for cosmetic products from January to June 2022 were the subject of qualitative research. The advertising was for a single brand, Somethinc, that provided facial skincare products. The results of the analysis to influence women use language employed in advertising is used to manipulate consumers' thoughts. Advertisers can encourage viewers' opinions more effectively if they utilize better language. This study shows how advertisers significantly affect viewers' lifestyles by highlighting cultural values and society's aesthetic standards in addition to their products. It also demonstrates how social media advertising has influenced the social practice of beauty.

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