The ideological concept of beauty reflected in beauty product advertisements of Allure Magazine

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Khoiro, Miftakhul (2022) The ideological concept of beauty reflected in beauty product advertisements of Allure Magazine. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

This research focuses on analyzing the ideological concept of beauty reflected on beauty product advertisements of Allure magazine. This research aims to investigate how representation of women's exploitation, the meaning of a woman's body, gesture, and women's expression as a form of exploitation of women in beauty product advertisement by employing Fairclough’s three-dimensional models and Barthes’ semiotic theory. There are two problems to be solved in this study that are (1) How are the textual features and discursive features used in Allure magazine using Fairclough’s three-dimensional models. (2) What are the possible meanings in the use of women's bodies, facial expressions, and gestures in describing the representation of women in Allure magazine according to Roland Barthes’ denotative and connotative meaning. In analyzing data, this study applied descriptive-qualitative analysis in which the data of this study was taken from Allure magazine. This study’s data was words, phrases, clauses, sentences, and pictures on Allure magazines analyzed using Fairclough’s critical discourse analysis theory. The data were also analyzed woman exploitation using Roland Barthes’ semiotic theory. The sources of the data used in this research was beauty product advertisement in three digital Allure magazines. The research data was taken from components beauty product advertisement in the Allure magazines containing texts and pictures. The data were collected by the pictures of beauty product advertisements of Allure magazines containing three magazines in February, April, June 2019. The researcher described and interpreted the beauty product advertisements in Allure magazines using Fairclough’s Three-Dimensional Models also using Roland Barthes' semiotics theory. From the analysis, the writer found that in the beauty advertisement promoted in Allure magazine, there are some parts of speeches used in order to convey the persuasive messages. These aspects are adjectives, verbs, and adverbs. The researcher found six types of discursive techniques: the self-representation technique, unrealistic representation, using emotive words, exposing the contents of the product, using simple discourse, describing the benefits of the product eight times, and endorsement. Denotatively, the woman as a symbol of beauty is represented by graceful, beautiful models. The beauty of a woman’s body is represented by bright skin, healthy skin, beautiful eyelashes, shiny black hair, a glowing face, healthy skin, younger-looking skin, and so forth. The connotative meaning in the beauty advertising from Allure, ladies must be present in order to achieve the desired persuasive effects. Connotatively, attractiveness serves as an attractive model, encouraging readers to purchase the advertised products.