Ideological representation of Wardah cosmetic through their brand Ambassadors

This item is published by Universitas Islam Negeri Sunan Ampel Surabaya

Ayuningtyas, Sheptia Diah Putri (2024) Ideological representation of Wardah cosmetic through their brand Ambassadors. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

This study aims to investigate how Wardah advertisements build and perpetuate beauty standards for Muslim women, especially in the context of Islamic-based cosmetic products. Therefore, in this study the author will answer the formulation of the problems, namely (1) How are women’s representations on Wardah cosmetic advertisements (2) What ideologies are represented by Wardah cosmetics through their brand ambassadors. This research uses descriptive qualitative research design to obtain benefits and in-depth insights into understanding and analyzing all information related to the discourse of selected brand ambassadors. Based on the research objectives, qualitative research aims to understand and interpret the representations contained in Wardah Cosmetics advertisements. Data was collected by first saving and taking pictures of YouTube ads. The transcripts were then analyzed by examining the initial dimensions of Fairclough's three-dimensional framework, namely textual analysis, discourse practice, and discourse as social practice. The research findings show that Wardah uses a holistic approach in defining beauty, which includes both physical and non-physical aspects. This concept implies that beauty is not only judged by external appearance but also by inner character and values. Slogans such as "Beautiful from the heart", "Beauty moves you", "Wardah halal from the start", "Wardah Inspiring beauty", and "Feel The Beauty" serve as motivational tools that invite women to see and feel beauty from a different perspective. Wardah advertisements also often feature women who are highly confident, honest, and sincere. This reflects the moral values that Wardah considers important as part of beauty. The analysis also involves the images featured in the ads to strengthen the textual analysis and provide a picture of the representation of modern Muslim women's beauty.

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Item Type:	Thesis (Undergraduate)
Creators:	Creators Email NIM Ayuningtyas, Sheptia Diah Putri ayusheptia7@gmail.com 03040320116
Contributors:	Contribution Name Email NIDN Thesis advisor Jannah, Raudlotul j.brillianty@gmail.com 2006107801 Thesis advisor Fidiyanti, Murni murni1fidiyanti@yahoo.com 2030058301
Subjects:	Linguistik
Keywords:	Ideology; representation; critical discourse analysis; brand Ambassadors; Wardah cosmetics advertisements
Divisions:	Fakultas Adab dan Humaniora > Sastra Inggris
Depositing User:	Sheptia Diah Putri Ayuningtyas
Date Deposited:	16 Jul 2024 08:08
Last Modified:	16 Jul 2024 08:08
URI:	http://digilib.uinsa.ac.id/id/eprint/71824

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