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Sri Susanti
Program Studi Magister Psikologi Pascasarjana Untag Surabaya
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Journal : Journal of Language Learning and Research (JOLLAR)

 1 
A Critical Discourse Analysis on Beauty Product Advertisements Susanti, Sri
Journal of Language Learning and Research (JOLLAR) Vol 3 No 1 (2019)
Publisher : Department of Indonesian Language Education, Graduate School, University of Muhammadiyah Prof. DR. HAMKA

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Abstract

This research is aimed at describing the use of language in beauty ads (Pantene and Garnier ads), elaborating the way of the strategy are used in persuading the consumers and investigating the reason for the use of strategies. This is a descriptive qualitative method in which the data were collected from the advertisements of Pantene and Garnier. The collected data are the words, phrases, clauses, sentences that are used in ads. The data were analyzed according to Fairclough?s three dimensional approach of discourse analysis; they are textual features, discursive features, and social feature. The findings of this study show that the language used in Pantene and Garnier advertisements appear very interesting in building image to the audience and were successful in utilizing the various discourse strategies to gain people?s attraction to buy the product being advertised. For the social practices, the words found in their advertisement are considered have control or power over people.
Co-Authors Agustin, Evi Avicenna Agustin, Melly Al-Aqsha, L. Moh. Riri Rivari Ali Djamhuri Amril, La Ode Anayati, Wan Anissa, Meiza Atin Kurniawati Atmajayanty, Shary Agustine Atman, B. Eggy Tamara Avicenna, Evi Azizah, Asa Nur Bradley, Bradley Chairanda, Mutiara Devid Dwi Erwahyudin DIAN LESTARI Dwirahayu, Yayuk E. Marhaeniyanto Emy Wuryani ERYANSYAH, ERYANSYAH Ezir, Ely Firdaus Firdaus Fitri Damayanti Fitri, Halima Fitri, Halimah Hamdani Abdi, Yusuf Hasruddin Indah Pujiastuti Indrayatti, Wahyu Islamia, Nurul Dian Iswati, Nunung Jauhari, M. Abim Judaty , Mitsalina Durrah Jumiati Jumiati Khodijah, Nurul Kristiningrum, Kristiningrum Lestari, Wiwik Putri Eni Lilik Purwanti Lina Marliana Hidayat Made Yudi Darmita Madi, Darlian Rambu Maenarni, Lilis Manahan, Olven Marsiwi, Dwiati Miftahuddin Miftahuddin Nabila, Siti Maulidiya Nasir Usman Nasriati, Ririn Nilam Sari Ningsih, Ruri Puspita Niswanto Niswanto, Niswanto Nurfatimah, Diah Nurjannah Nurjannah Nurul Aisyah Nurul Isnaeni Oman Sukmana Patty, Edison F.J. Pertiwi, Hanna Prasetya, Fikki Prasetyo, Nanda David Prastuti, Aulia Widya Pratama, Adhitya Agustian Pricilia, Linda Purba, Christina Rakhman, Amalia Ramadhan Tosepu Rasyd, Anwar Regilta, Windy Wiga Rozana, Salma Rusman Rusman Rusmi Saiful Nurhidayat, Saiful Sinaga, Jholant Bringg Luck Amelia Br Siti Munawaroh Siti Zubaidah Sitompul, Ria Lestari Sri Mulyati Sri Wulan, Sri Sumarno . Supartini, N Susilo, Rahmad K. Dwi Syahmi Edi Syamsul Arifin Syifaul Janan Tiara Kusuma Dewi, Tiara Kusuma Trisna Murti, Ariani Wahyu Purwiyastuti Widya, Rika Yalvema Miaz Yulita Pujilestari