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All Journal Linguistika PRASI: Jurnal Bahasa, Seni, dan Pengajarannya Jurnal Pendidikan Bahasa Jepang Undiksha LINGUAL: Journal of Language and Culture KEMBARA Linguistik Indonesia Pustaka : Jurnal Ilmu-Ilmu Budaya e-Journal of Linguistics Jurnal Sakura : Sastra, Bahasa, Kebudayaan dan Pranata Jepang
Ni Putu Luhur Wedayanti
Universitas Udayana
Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Discourse Dimension Analysis of the SK-II #Changedestiny Series Beauty Product Advertisement Wedayanti, Ni Putu Luhur; Sulatri, Ni Luh Putu Ari
KEMBARA: Jurnal Keilmuan Bahasa, Sastra, dan Pengajarannya Vol. 9 No. 2 (2023): October
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/kembara.v9i2.26193

Abstract

SK-II as an exclusive cosmetic brand from P&G company tries to use social issues about woman’s marginalization as their topics in the commercial theme #changedestiny. This study aims to analyze the advertiser’s real intentions in the text of the SK-II #changedestiny commercial by implementing the three dimensions of critical discourse analysis by Fairclough. The data is collected from the official SK-II and SK-II Indonesia channels on YouTube since they provide qualitative audiovisual data that can be widely accessed and contains creative values. This research uses qualitative analysis methods, by describing the analysis starting from the discussion of the linguistic aspect as a text analysis that finds the repetition of the keyword “change destiny” and the insertion of the word skin in the phrase, becoming “change skin's destiny”. This article found that the #change destiny campaign showed an insistent interest by inserting the word “skin” between the phrase “change destiny”.  Although the campaign seems to support the empowerment of women, it also has the main motive to promote its cosmetics which they claim could prevent skin aging. Video ads tend to display implicit recommendations for using their products. The SK-II Change Destiny series advertisement raises social issues that harm women, in the form of video testimonials with a storyline starting from the difficulties faced by women in self-actualization, and ending with success in changing destiny. It is concluded that by showing partiality to women as target consumers, SK-II presents itself as a brand that cares about more than just their consumers’ skin problems, but also the reality that occurs in society, to promote a basis for consumers’ loyalty.
The shift of superstitious behavior: Do the Balinese believe in lucky and unlucky numbers? Ni Putu Luhur Wedayanti; Ni Luh Putu Ari Sulatri; Ketut Widya Purnawati
e-Journal of Linguistics Vol. 19 No. 1 (2025): January
Publisher : The Doctoral Studies Program of Linguistics of Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/e-jl.2025.v19.i01.p06

Abstract

This study is motivated by the avoidance of unlucky numbers in some areas of Bali. This is not in line with the beliefs of Balinese people who generally don’t believe in unlucky numbers. This study aims to analyze the causes of the phenomenon using a qualitative research approach. Data were collected using direct observation, questionnaires, and interview responses. The results of the data analysis show that there are groups of people who know of the existence of unlucky numbers, but only a small proportion believe in it. The phenomena of unlucky number avoidance could be concluded as a business strategy.
Dinamika Multikulturalisme dan Multilingualisme dalam Masyarakat Jepang Ni Putu Luhur Wedayanti; Ni Made Andry Anita Dewi; Ni Putu Candra Lestari
Jurnal Sakura : Sastra, Bahasa, Kebudayaan dan Pranata Jepang Vol. 8 No. 1 (2026): Vol. 8, No. 1, Februari 2026
Publisher : Program Studi Sastra Jepang, Fakultas Ilmu Budaya, Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/JS.2026.v08.i01.p09

Abstract

The dynamics of globalisation and demographic issues have forced Japan to open its doors wide to accept an increasing influx of migrant workers. The homogeneous and monolingual background of Japanese society is often cited as the cause of pros and cons regarding the presence of foreigners in Japan. Multiculturalism and multilingualism are ideologies that are contrary to the monoculturalism and monolingualism of Japanese society. This  ideology has led to a society that is less accepting of differences in cultural  and linguistic backgrounds within its own country, demanding assimilation  or cultural adaptation that is not mutually agreed upon
Co-Authors Arry Luh Ketut Prasthaningrum Dewi, NMA Anita Gede Ade Putra Wirawan Gitsali Hanum Salsabila Santosa Hwayeon Jong I G N Arya Tresna Dharma I Gede Oeinada I Gusti Ngurah Jun Arya Wangsa I Kadek Amerta Candra Erdika I Made Budiana I Nyoman Rauh Artana Ida Ayu Laksmita Sari Ketut Widya Purnawati Ketut Widya Purnawati Lintangsari, Alies Poetri Luh Gede Dwi Pradnyandari Ni Luh Desy Purnama Dewi Ni Luh Kade Yuliani Giri Ni Luh Putu Ari Sulatri Ni Made Andry Anita Dewi Ni Made Intan Kusumasari Ni Made Nova Antari Ni Made Siska Nusantari Ni Made Terry Andikayani Ni Putu Candra Lestari Ni Putu Padma Krishna Narayan Ni Wayan Dadi Ni Wayan Intan Kurnia Sari NMA Anita Dewi P Citra Arisuta Putu Ari Febriantari Putu Yuhi Ikeda San San Silvia Damayanti Sulatri, Ni Luh Putu Ari Yumadia Utami