CONSTRUCTION OF BEAUTY CONCEPT BY BEAUTY PRODUCT ADVERTISEMENTS: A CRITICAL DISCOURSE ANALYSIS

Abstract

This Research Focuses At Analyzing The Use Of Language In Constructing The ‘Beauty Concept’ By Beauty Product Advertisements. It Also Aims At Explaining The Linguistic, Discursive And Socio-Cultural Ways Of The Advertisers In Building A Notion Of Beauty And Persuading The Consumers To Accept That Beauty Notion By Buying Their Products. This Research Paper Is A Descriptive Qualitative Study. The Data Is Collected Through Purposive Sampling Method From The Advertisements Of Garnier Brand. The Collected Data Includes Words, Phrases, Clauses, Sentences That Are Used In Electronic Media And Social Media Advertisements Specifically Youtube. The Data Were Analyzed by Using the Theoretical Framework of Fairclough’s Three-Dimensional Approach of Discourse Analysis. The Results Of This Paper Prove That The Language In Garnier Advertisements Is Used As A Tool For Shaping The Mindset Of Audience And Constructing The ‘Beauty Concept’ By Using Linguistic Features, Discursive Practices And Socio-Linguistic Strategies. The Study Also Tells That The Language Used In The Advertisements Harbors The Power To Construct An Ideology Of Beauty.