ADVERTISING FOR WHITENING PRODUCT: A CRITICAL DISCOURSE ANALYSIS
Kata Kunci:
Critical discourse analysis, Whitening products, Language on advertisementAbstrak
A person's perspective on life and how they experience it can also be altered by advertising language.Women's perceptions of the standard of beauty have changed as a result of corrective products.The advertisements' persuasive language and display of beautiful models set the standard for excellence.It may be a common misconception that beautiful women are expected to have flawless skin. As a result, women purchase and use a variety of whitening products to adorn themselves. The language of promotion "colonizes" women and kills the idea of what a woman is made of.It marginalizes a few women who maintain their normal appearance without using whitening products.A corrective company may use phrases and words like "whitening" to entice customers to make purchases and spend money.This study utilizes critical discourse analysis to examine and critique the language-imposed excellence standard for women.The conclusion asserts that women's mindfulness is required to resist the beauty standard, a societal generalization about sexual orientation.
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