Beauty Standard Discourse on Skin Game Advertisement

Abstract

The current study aims to analyze the discourse of Skin Game advertisements. The approach used was a qualitative approach. Data collection techniques were documentation, identification, and note techniques. The data analysis method used was the perspective of critical discourse analysis from Ruth Wodak, known as the Discourse Historical Approach (DHA). The data source was the Skin Game advertisement which consists of four videos. The results of the study present that Skin Game advertisements have the courage to take a different stream from the common skincare advertising habit, which always displays talents according to the construction of beauty standards in society. The discourse of the Skin Game advertisement is interpreted as a discourse that desires to change the construction of ideal beauty standards into a more colorful meaning of beauty.