Rahmania, Yasmina Namira and Yannuar, Nurenzia and Apriana, Aulia (2021) Demolishing the “ideal” concept of beauty through a skincare’s advertisements on instagram. PAROLE: Journal of Linguistics and Education, 11 (2). pp. 208-223.
Full text not available from this repository.Abstract
Skincare companies purposely combine textual and visual features to create a compelling sign that can be correlated with beauty. In their advertisements (ads), their models are depicted as having bright, white, and pore less skin. These exaggerated and repetitive representations eventually build a certain concept of beauty, which is flawless-looking skin. In this paper, a preparatory approach is employed to investigate how an Indonesian beauty brand, Pore Hero, employs diverse promotional strategies. The analysis focuses on the textual aspects and discursive features of the posts and on how the campaign challenges the “ideological” concept of beauty. Data was collected from the brand’s Instagram account and analyzed with Fairclough’s three-dimensional model along with van Leeuwen’s word-image links. Results indicated that Pore Hero uses five distinctive techniques to promote the brand’s values and offerings: 1) exposition of existing ingredients 2) inspiring campaign 3) emotive contents 4) realistic representations 5) reviews by Instagram users. It is concluded that the Instagram promotional posts of the brand strive to change people's minds to respect and accept themselves by changing the goal of having perfect skin to healthy skin.
| Item Type: | Article |
|---|---|
| Subjects: | P Language and Literature > P Philology. Linguistics |
| Divisions: | Fakultas Sastra (FS) > Laporan Karya Ilmiah FS |
| Depositing User: | mr magang UM |
| Date Deposited: | 02 Oct 2023 03:47 |
| Last Modified: | 02 Oct 2023 03:47 |
| URI: | http://repository.um.ac.id/id/eprint/4484 |
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