CRITICAL DISCOURSE ANALYSIS OF SOCIAL MEDIA ADVERTISING FOR SKINCARE FROM THE PERSPECTIVE OF NORMAN FAIRCLOUGH
Kata Kunci:
Critical discourse analysis, skincare, social media, Norman FaircloughAbstrak
Language is not only used to communicate in everyday life; it can also be used to implement a power strategy. This study aims to conduct a critical discourse analysis of social media advertisements for skincare. The critical discourse analysis theory of Norman Fairclough is applied in this study. The following are the research focuses that the authors of this paper describe:1) The construction of discourse in Instagram and Facebook advertisements for local skincare brands.2) On Instagram, advertisements for local skincare brands operate the ideological construction.3) On Instagram, consumer perceptions are influenced by skincare advertising ideology. Researchers employed qualitative and descriptive methods for this study. There are indicators that can construct discourse, including persuasion, argumentation, and narrative, in the construction of local skincare brand advertising discourse on Instagram. Regarding the first advertisement, the advertisement's language has a comprehensive discourse construction. The advertiser places less emphasis on the discourse of persuasion than in the second advertisement. The advertisement does not pique the interest of many consumers because the language used is less persuasive. There are two indicators that can construct ideology in local brand skincare advertisements on Instagram: the first is the patriarchal ideology, which states that women use skincare to look more beautiful and to be liked by men, and the second is the ideology of women's resistance, which states that women use skincare for the health and pleasure of their skin. In fact, the only patriarchal ideology in advertisement number three is that women or customers use skincare to look beautiful and be liked by men. In reality, beauty can be more than just a blushing, white face; it can also be found within every person.
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