A critical discourse analysis of the beauty advertisement by Make Over

Luluk Khasanah


Advertisement as media to promote or sell particular products can be done online, electronic and printed media. It is easy for the public to access or get information. In advertising, the advertiser use the power of language to influence the reader to use the products. Beauty product always attract women. The method to conduct the study is qualitative research. The objectives of the study are to analyse the language features, the discourse strategies, and the social features used in the advertisement of the beauty products MAKE-OVER. The way to collect the data is taken from a caption in Instagram account of beauty products MAKE OVER. The study uses Fairclough’s theory three dimension of discourse study. Then the data is analyzed in its language features. The result is the caption uses verb 1, present tense, modals, and adverb of manner. The caption declares imperative, declarative, and positives sentence. It showed that the caption is set to make the reader sure the products. The second discourse strategy is the strategy that is used positive self-representation and compliment. The advertiser influences the reader by state the positive phrases by mentioning the impact after use the products. Thirdly, in the social-cultural practice section, the analysis is based on the assumption that the social context outside the media is influenced by how discourse appears in the media.

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