Abstract
This study reports the textual features, discourse practice, and socio-cultural practice in the Wardah Renew You Series advertisement. The objectives of this study are to analyze the textual features, the discourse practice and the socio-cultural practice used in the Wardah Renew You Series advertisement. This study used the descriptive qualitative method. The data were collected from the Wardah Renew You Series advertisement uploaded on the Wardah Beauty Malaysia YouTube channel. The data of this study are phrases and clauses representing the textual features, discourse practice and social-cultural practice. In this study, the writers used Fairclough's three-dimensional models to analyze the data of Critical Discourse Analysis (CDA). The textual features found in the Wardah Renew You Series advertisement are the use of the pronoun 'your', the use of the conjunction 'and', and the use of specific vocabulary. The use of specific vocabulary in this advertisement is a positive adjective. In the discourse practice, the producer of the advertisement is Wardah, and the main target of the advertisement is women aged 25 years and over. In social-cultural practice, there are three levels, namely situational, institutional, and social. On a situational level, the Wardah Renew You Series advertisement was launched along with the emergence of a new beauty campaign carried by Wardah, namely "Feel The New You". Moreover, Wardah also introduced Fenita Arie as the new brand ambassador. This advertisement is not associated with any institution. For the social level, the Wardah Renew You Series advertisement uses words that can influence and invite people, especially women aged 25 years and over, to be confident in their beauty and not worry about premature aging.
Highlights
Nowadays, most people have a diverse mindset on beauty
| ABSTRACT This study reports the textual features, discourse practice, and socio-cultural practice in the Wardah Renew You Series advertisement
The objectives of this study are to analyze the textual features, the discourse practice and the socio-cultural practice used in the Wardah Renew You Series advertisement
Summary
Women and beauty are two things that cannot be separated. Especially in Indonesia, believe that younger-looking skin is the main priority in realizing beauty goals. Premature aging is a frightening thing for a woman because it can cause changes in facial skin so that facial skin looks no longer young and looks not bright. A common cause of premature aging is due to frequent exposure to the sun's ultraviolet light, which reduces the beauty of the skin. Many beauty advertisements feature a woman with smooth white skin, a beautiful and youthful face, and an ideal slim body. This can lead the audience to have to follow the standards of embedded beauty values
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Linguistics, Literature and Translation
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
