Ideal identity construction in beauty product advertisement of garnier.

Hidayah, Rimah and Milal, A. Dzo'ul (2016) Ideal identity construction in beauty product advertisement of garnier. NOBEL: Journal of Literature and Language Teaching, 2 (7). pp. 120-136. ISSN 2087-0698

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Abstract

This study aims at explaining how the advertiser constructs the ideal identity in the Garnier advertisement. It mainly focuses on the characteristics of language and other contexts used in the advertisement from the perspective of Critical Discourse Analysis (CDA). This is a descriptive qualitative study in which the data are collected from the beauty product advertisements of Garnier. The analysis is based on Fairclough’s three-dimensional models (textual features, discursive features, and social features). The findings of this study show that the ideal identity in the advertisement of Garnier is constructed by the advertiser through the use of textual features and social features. The writers find out that there is an ongoing struggle about how the advertisers construct the ideal identity in modern society by giving the representation of the attractive model and how they show their professionalism in technology by giving scientific evidence in their advertisements.
Keywords: ideal identity construction; advertisement; beauty product; Garnier; critical discourse analysis (CDA)

Item Type: Article
Creators:
Creators
Email
NIDN
Hidayah, Rimah
UNSPECIFIED
UNSPECIFIED
Milal, A. Dzo'ul
dzoulmilal@uinsby.ac.id
2015056002
Uncontrolled Keywords: Garnier; beauty product; identity contruction
Subjects: 20 LANGUAGE, COMMUNICATION AND CULTURE > 2099 Other Language, Communication and Culture > 209999 Language, Communication and Culture not elsewhere classified
Divisions: Fakultas Adab dan Humaniora > Sastra Inggris
Depositing User: Dzoul Milal
Date Deposited: 29 Aug 2021 16:33
Last Modified: 29 Aug 2021 17:06
URI: http://repository.uinsa.ac.id/id/eprint/768

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