The Ideological Concept in Beauty Product Advertisements of Wardah

This study investigates the application of Critical Discourse Analysis to the face treatment and make-up advertisements. In this study, the focus is on the discourse and the text of advertisement which creates the ideological concept of beauty. The theory used is Fairclough’s three dimensional framework which concentrates on the textual features, discursive practice, and discourse as social practice. The first dimension is considered as description, the second dimension is interpretation and the third dimension is explanation. The discourses of fifteen beauty advertisements which are analyzed on one brand Wardah. This study gives rich description and interpretation about the ideological concept of beauty happened in the society. The research was qualitative research employing the critical discourse analysis to analyze the data. The data were analyzed through Fairclogh’s three dimensional frameworks. All discourse on the fifteen beauty advertisement chosen as the data, which are described on the linguistics units to finally discuss to main topic of the study which is the ideological concept of beauty. For the data collection, the data are collected from http://Wardahbeauty.com on website pages. The findings reveal that the use of adjectives has two main functions, to describe the product and to describe the result after using the product. In addition the existence of verb also supports the function of the adjective. The presence of the verb has function to describe the work and the quality of the products advertised. Furthermore, the most pronouns used in the advertisements is your carry certain message that the customer is utmost importance. Thus customer can be influenced directly toward the product. In discursive techniques the finding shows there are eight techniques used to promote the product advertised. They are: (1) by using natural resources ingredients or by giving clinical test proof, (2) by giving exposure of the existing content, (3) by using self-representation, (4) by giving unrealistic representation through the exaggeration language, (5) by using puffery which contains the discourse which is subjective without giving credible evidence, (6) by using emotive word which finally can impress reader’s attention, (7) by showing celebrity endorsement, and (8) by using simple but clear discourse on the product advertised. It is also found that the ideological concept of beauty is emerged by the limitation of the concept beauty on the discourse and image of beauty advertisements. The concept of beauty is namely ideal beauty