STANDARDIZING BEAUTY THROUGH ADVERTISING: A CRITICAL DISCOURSE ANALYSIS OF GARNIER LIGHT COMPLETE SERUM CREAM – CHELSEA ISLAN EDITION
Garnier is one of the most famous international beauty products among women in Indonesia. Founded in France, Garnier is specialized in beauty products such as hair care, skincare, and hair color products. Among all the skincare products, Garnier Light Complete Serum Cream is one of the top sales in...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Fakultas Sastra, Universitas Islam Sumatera Utara (UISU)
2025-06-01
|
| Series: | Language Literacy: Journal of Linguistics, Literature, and Language Teaching |
| Subjects: | |
| Online Access: | https://jurnal.uisu.ac.id/index.php/languageliteracy/article/view/11104 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849321187737337856 |
|---|---|
| author | Resty Maudina Septiani |
| author_facet | Resty Maudina Septiani |
| author_sort | Resty Maudina Septiani |
| collection | DOAJ |
| description | Garnier is one of the most famous international beauty products among women in Indonesia. Founded in France, Garnier is specialized in beauty products such as hair care, skincare, and hair color products. Among all the skincare products, Garnier Light Complete Serum Cream is one of the top sales in Indonesia. This paper is intended to analyze beauty product advertisements from Critical Discourse Analysis (CDA) perspective. This study applied qualitative research by using purposive sampling. Garnier’s advertisement does not only convince customers to buy their products but also plant their standard of beauty on women. The advertisement also standardizes the real beauty. The primary data were taken from the advertisement of Garnier Light Complete Serum Cream of Chelsea Islan Edition. This analysis is based on Fairclough’s 3-dimensional model of discourse. Fairclough’s 3-dimensional model discourse focuses on the standardization of real beauty of women through Garnier advertisement. The results show that the advertisements standardize the real beauty of women by using several linguistic devices, semiotics, and strategies. At the end, the Garnier advertisement establishes their ideology of “real beauty” in society. |
| format | Article |
| id | doaj-art-b638eca53d2e4082bfd8fee226fe2fda |
| institution | Kabale University |
| issn | 2580-8672 2580-9962 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Fakultas Sastra, Universitas Islam Sumatera Utara (UISU) |
| record_format | Article |
| series | Language Literacy: Journal of Linguistics, Literature, and Language Teaching |
| spelling | doaj-art-b638eca53d2e4082bfd8fee226fe2fda2025-08-20T03:49:49ZengFakultas Sastra, Universitas Islam Sumatera Utara (UISU)Language Literacy: Journal of Linguistics, Literature, and Language Teaching2580-86722580-99622025-06-019130431610.30743/ll.v9i1.111046941STANDARDIZING BEAUTY THROUGH ADVERTISING: A CRITICAL DISCOURSE ANALYSIS OF GARNIER LIGHT COMPLETE SERUM CREAM – CHELSEA ISLAN EDITIONResty Maudina Septiani0Universitas Andalas, IndonesiaGarnier is one of the most famous international beauty products among women in Indonesia. Founded in France, Garnier is specialized in beauty products such as hair care, skincare, and hair color products. Among all the skincare products, Garnier Light Complete Serum Cream is one of the top sales in Indonesia. This paper is intended to analyze beauty product advertisements from Critical Discourse Analysis (CDA) perspective. This study applied qualitative research by using purposive sampling. Garnier’s advertisement does not only convince customers to buy their products but also plant their standard of beauty on women. The advertisement also standardizes the real beauty. The primary data were taken from the advertisement of Garnier Light Complete Serum Cream of Chelsea Islan Edition. This analysis is based on Fairclough’s 3-dimensional model of discourse. Fairclough’s 3-dimensional model discourse focuses on the standardization of real beauty of women through Garnier advertisement. The results show that the advertisements standardize the real beauty of women by using several linguistic devices, semiotics, and strategies. At the end, the Garnier advertisement establishes their ideology of “real beauty” in society.https://jurnal.uisu.ac.id/index.php/languageliteracy/article/view/11104critical discourse analysisfairclough 3 dimensional modeladvertisementbeauty standardization |
| spellingShingle | Resty Maudina Septiani STANDARDIZING BEAUTY THROUGH ADVERTISING: A CRITICAL DISCOURSE ANALYSIS OF GARNIER LIGHT COMPLETE SERUM CREAM – CHELSEA ISLAN EDITION Language Literacy: Journal of Linguistics, Literature, and Language Teaching critical discourse analysis fairclough 3 dimensional model advertisement beauty standardization |
| title | STANDARDIZING BEAUTY THROUGH ADVERTISING: A CRITICAL DISCOURSE ANALYSIS OF GARNIER LIGHT COMPLETE SERUM CREAM – CHELSEA ISLAN EDITION |
| title_full | STANDARDIZING BEAUTY THROUGH ADVERTISING: A CRITICAL DISCOURSE ANALYSIS OF GARNIER LIGHT COMPLETE SERUM CREAM – CHELSEA ISLAN EDITION |
| title_fullStr | STANDARDIZING BEAUTY THROUGH ADVERTISING: A CRITICAL DISCOURSE ANALYSIS OF GARNIER LIGHT COMPLETE SERUM CREAM – CHELSEA ISLAN EDITION |
| title_full_unstemmed | STANDARDIZING BEAUTY THROUGH ADVERTISING: A CRITICAL DISCOURSE ANALYSIS OF GARNIER LIGHT COMPLETE SERUM CREAM – CHELSEA ISLAN EDITION |
| title_short | STANDARDIZING BEAUTY THROUGH ADVERTISING: A CRITICAL DISCOURSE ANALYSIS OF GARNIER LIGHT COMPLETE SERUM CREAM – CHELSEA ISLAN EDITION |
| title_sort | standardizing beauty through advertising a critical discourse analysis of garnier light complete serum cream chelsea islan edition |
| topic | critical discourse analysis fairclough 3 dimensional model advertisement beauty standardization |
| url | https://jurnal.uisu.ac.id/index.php/languageliteracy/article/view/11104 |
| work_keys_str_mv | AT restymaudinaseptiani standardizingbeautythroughadvertisingacriticaldiscourseanalysisofgarnierlightcompleteserumcreamchelseaislanedition |