Concept Of Beauty In Pond’s Product Advertisements; A Critical Discourse Analysis

Abstract

This research tries to analyze the concept of beauty in Pond‟s product advertisements based on three-dimensional models of discourse in Fairclough‟s Critical Discourse Analysis (CDA) framework. It is conducted to: (1) find out what the textual features, discursive practice, and socio-cultural practice are used in Pond‟s product advertisements (2) know the way concept of beauty realized in Pond‟s product advertisements. This research uses a qualitative approach by using content or document analysis to analyze the concept of beauty in Pond‟s product advertisements. The data source was from internet.There are two steps in collecting the data, those are observation and documentation. In analyzing the data, the researcher uses two process, firstly analyzing the text and visual text of the advertisement based on the content and then analyzing them descriptively. Based on the analysis, in the textual analysis, the researcher finds out that the advertisers use pronoun, conjunction or cohesion, numeric figure, adjective, hashtag, antonym, parallelism, noun phrase, and preposition in constructing language features. The process found in the data include material, mental, and behavioral process. Then, Pond‟s product advertisements use declarative and imperative to determine the participant‟s position.The advertisers also use simple present tense and active sentence in presenting the information to involve the audiences directly. In the term of discourse practice, the researcher finds out that the discourse strategy used in Pond‟s product advertisements are interdiscursitivity ( which includes genre, tenor, mode, and text dimension), intertextual chains, and manifest intertextuality (which includes discourse representation, presuppotition, metadiscourse, and irony). In the term of socio-cultural practice, the researcher found that the advertisers use social aspects in Pond‟s product advertisments where the words used in the advertisement have social significance to people and they also can affect public in term of social. Pond‟s product advertisements also construct a concept through persuasive linguistic features and visual text. Advertisements in Pond‟s product contribute to the construction of an image of ideal beauty in women‟s mind through the pictures and texts in which potray a certain concept of beauty.