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All Journal Jurnal Onoma: Pendidikan, Bahasa, dan Sastra JR-ELT (Journal of Research in English Language Teaching)
Helnaz, Regina Nopia
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Education Languange, Linguistic, Communication & Media

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The Beauty Myth and Male Gaze in Emeron Lovely Hand & Body Lotion Advertisements Helnaz, Regina Nopia; Suharjo, Rias Antho Rahmi
Jurnal Onoma: Pendidikan, Bahasa, dan Sastra Vol. 11 No. 2 (2025)
Publisher : Universitas Cokroaminoto Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30605/onoma.v11i2.5683

Abstract

This study critically examines the representation of beauty myth and male gaze in Emeron hand and body lotion advertisements. Grounded in Naomi Wolf’s theory of the beauty myth and Laura Mulvey’s concept of the male gaze, the research analyzes how these frameworks shape the portrayal of women in beauty product marketing. Using Sandelowski’s purposive sampling method, the study selects two beauty advertisements for analysis: Emeron Lovely Step Pink (2013) and Emeron Lovely Naturals (2023), both published on the official YouTube channels of Lion Wings and Emeron Lovely Official. Through visual and narrative analysis, the findings reveal that both advertisements emphasize idealized female beauty, characterized by white, smooth, radiant, soft, moisturized, and fragrant skin, framing these attributes as essential for women’s desirability. Although the products are targeted toward women, the advertisements employ camera techniques such as selective cropping and zoom-ins on body parts like legs, hands, and shoulders, subtly reinforcing the male gaze. These techniques contribute to the objectification of women and suggest that their self-worth and confidence are contingent upon male approval. Furthermore, the female figures in the advertisements appear to internalize and affirm these patriarchal ideals. By highlighting the persistence of gendered power dynamics in beauty advertising, this study contributes to broader discussions in gender and media studies, particularly regarding how commercial media continues to shape and constrain female identity.
The Beauty Myth and Male Gaze in Emeron Lovely Hand & Body Lotion Advertisements Helnaz, Regina Nopia; Suharjo, Rias Antho Rahmi
Jurnal Onoma: Pendidikan, Bahasa, dan Sastra Vol. 11 No. 2 (2025)
Publisher : Universitas Cokroaminoto Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30605/onoma.v11i2.5683

Abstract

This study critically examines the representation of beauty myth and male gaze in Emeron hand and body lotion advertisements. Grounded in Naomi Wolf’s theory of the beauty myth and Laura Mulvey’s concept of the male gaze, the research analyzes how these frameworks shape the portrayal of women in beauty product marketing. Using Sandelowski’s purposive sampling method, the study selects two beauty advertisements for analysis: Emeron Lovely Step Pink (2013) and Emeron Lovely Naturals (2023), both published on the official YouTube channels of Lion Wings and Emeron Lovely Official. Through visual and narrative analysis, the findings reveal that both advertisements emphasize idealized female beauty, characterized by white, smooth, radiant, soft, moisturized, and fragrant skin, framing these attributes as essential for women’s desirability. Although the products are targeted toward women, the advertisements employ camera techniques such as selective cropping and zoom-ins on body parts like legs, hands, and shoulders, subtly reinforcing the male gaze. These techniques contribute to the objectification of women and suggest that their self-worth and confidence are contingent upon male approval. Furthermore, the female figures in the advertisements appear to internalize and affirm these patriarchal ideals. By highlighting the persistence of gendered power dynamics in beauty advertising, this study contributes to broader discussions in gender and media studies, particularly regarding how commercial media continues to shape and constrain female identity.
SPEAKING DIFFICULTIES IN ENGLISH DEBATING PRACTICES FOR DEBATING COMPETITION: STUDENTS’ PERSPECTIVE Rambe, Leini Nadira; Yuliarti, Yuliarti; Helnaz, Regina Nopia
JR-ELT (Journal of Research in English Language Teaching) Vol. 9 No. 2 (2025): Journal of Research in English Language Teaching
Publisher : English Language Education Program, Faculty of Education and Teacher Training, Sulthan Thaha Saifuddin State Islamic University of Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30631/tjn8bs92

Abstract

This study explores the speaking difficulties encountered by English as a Foreign Language (EFL) learners preparing for the national round of National University Debating Championship (NUDC) 2025, after passing on the regional ropund. Employing a qualitative approach, the research analyzed data from observation notes and semi-structured interviews with four debaters from Institut Seni Budaya Indonesia Aceh. The analysis focused on four key themes: fluency and coherence, lexical resource, grammatical accuracy, and pronunciation. Findings indicate that these speaking difficulties function as significant barriers that dictate debating performance. Fluency and coherence emerged as foundational requirements; without them, students experienced cognitive overload and total withdrawal. Lexical gaps triggered fragmented performances where logical depth was undermined by low processing speed. While grammatical accuracy was treated pragmatically, it remained essential for maintaining an intelligibility ceiling. Furthermore, pronunciation acted as a critical persuasion driver, allowing speakers to project authority and mask other linguistic weaknesses. The study concludes that the transition from a survivalist speaker to a strategic debater is only possible when learners move past low thresholds in these four categories. These results suggest that pedagogical interventions should focus on linguistic automaticity and cognitive load management to equip EFL learners for high-pressure competitive debating environments.
Co-Authors Rambe, Leini Nadira Rias Antho Rahmi Suharjo, Rias Antho Rahmi Yuliarti Yuliarti