Please use this identifier to cite or link to this item: http://repository.uinjkt.ac.id/dspace/handle/123456789/50993
Title: CRITICAL DISCOURSE ANALYSIS AND ITS POTENTIAL FOR ENGLISH LANGUAGE TEACHING: A STUDY ON BEAUTY ADVERTISEMENT PRODUCTS IN INDONESIA
Authors: Didin Nuruddin Hidayat
Yudi Septiawan
Agus Sufyan
Issue Date: Apr-2020
Publisher: ELE Publishing
Abstract: Language is one of the essential features in beauty product advertisements as it is used not only to disseminate the products but also to approach the psychology of the target customers. In this study, the researchers aimed to analyze how language is implemented in three prominent beauty product advertisements in Indonesia (Wardah, Inez, and Sariayu) posted on YouTube by using Critical Discourse Analysis (CDA) model by Fairclough (1995a). To uncover advertisers’ strategies, the researchers used three interconnected dimensions in analyzing the advertisements: text dimensions (micro), discourse practices (meso), and socio-cultural practices (macro). A table of discourse practices combined with the socio-cultural practices was provided to gain more evidence of the words and phrases used in the advertisements and social life reality affected by the advertisements. Findings from this study showed that the advertisers used an intimate approach and personalised word choices to attract target customers. Figures of beautiful women were also presented to direct audiences’ perception of beautiful women. Also, the advertisements strongly suggest their products serve as potential answers to meet the intended appearance needs of the consumers. Further, this study suggested some pedagogical implications to shed light for English teachers to implement the potential benefits of CDA for the language classroom, for it can serve as a bridge between language teaching and phenomenon happening in the society.
URI: http://repository.uinjkt.ac.id/dspace/handle/123456789/50993
ISSN: 2206-0979
Appears in Collections:Publisher Version



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