<![CDATA[ABSTRAK: Iklan kecantikan di televisi tidak hanya berfungsi sebagai sarana promosi produk, tetapi juga berperan dalam membentuk dan mereproduksi standar kecantikan perempuan ideal di masyarakat. Penelitian ini bertujuan untuk menganalisis bagaimana representasi perempuan ideal dikonstruksi dalam iklan kecantikan di televisi melalui kajian Analisis Wacana Kritis (AWK) Norman Fairclough. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode analisis isi kualitatif. Data penelitian berupa tuturan, narasi, slogan, dan visualisasi perempuan dalam sebelas iklan produk kecantikan yang ditayangkan di televisi nasional dan kanal resmi digital. Analisis dilakukan melalui tiga dimensi AWK, yaitu teks, praktik wacana, dan praktik sosial budaya. Hasil penelitian menunjukkan bahwa iklan kecantikan secara konsisten merepresentasikan perempuan ideal sebagai sosok berkulit putih atau cerah, wajah mulus tanpa cela, glowing, awet muda, dan percaya diri setelah menggunakan produk. Representasi tersebut dibangun melalui penggunaan diksi instan, saintifik, religius, dan afektif yang berfungsi menaturalisasi standar kecantikan tertentu. Pada tingkat praktik sosial-budaya, wacana ini mereproduksi ideologi kecantikan dominan yang berakar pada kapitalisme dan patriarki, serta berpotensi menimbulkan pengawasan diri dan ketergantungan perempuan terhadap produk kecantikan. KATA KUNCI: analisis wacana kritis; iklan kecantikan; representasi perempuan; televisi > REPRESENTATION OF THE IDEAL WOMAN IN BEAUTY ADVERTISING ON TELEVISION (A CRITICAL DISCOURSE ANALYSIS STUDY) ABSTRACT: Television beauty advertisements function not only as promotional media but also as powerful tools in constructing and reproducing ideal standards of female beauty in society. This study aims to analyze how the representation of the ideal woman is constructed in television beauty advertisements using Norman Fairclough’s Critical Discourse Analysis (CDA). The research employs a qualitative descriptive approach with a qualitative content analysis method. The data consist of utterances, narratives, slogans, and visual representations of women in eleven beauty product advertisements broadcast on national television and official digital channels. The analysis is conducted through three CDA dimensions: text, discursive practice, and socio-cultural practice. The findings reveal that beauty advertisements consistently represent the ideal woman as having white or bright skin, a flawless appearance, a glowing complexion, youthfulness, and increased self-confidence after using beauty products. These representations are constructed through instant, scientific, religious, and affective diction that naturalizes a single dominant beauty standard. At the socio-cultural level, such discourse reproduces dominant beauty ideologies rooted in capitalism and patriarchy, which may lead to self-surveillance and women’s dependence on beauty products. Thus, beauty advertising plays an active role in shaping social perceptions of women’s bodies and identities. KEYWORDS: critical discourse analysis; beauty advertising; representation of women; television]]>
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