FEMINIST CRITICAL DISCOURSE ANALYSIS TO THE LANGUAGE USE AND DISPLAY IN WHITENING COSMETIC PRODUCT ADVERTISEMENTS

Abstract

The language used in the advertisement can reflect social and cultural perspectives. Specific words and sentences used by the cosmetic company can attract the consumer's desire to buy and consume a product. The language can also change someone's perspective about life and lead them to experience new knowledge of life. The cosmetic product has changed woman's perspective toward the standard of beauty. The beauty standard is submitted through the persuasive language and the display of a beautiful model in the advertisement. It is a common issue that the concept of being a beautiful woman is to have white and glowing skin. Because of this, women buy and use many whitening products to beautify themselves. The language of advertisement 'colonizes' woman and kills the concept of a woman's nature. It subordinates some women who keep their natural look by not using any whitening products. However, a woman should be aware of this problem, which is not to be affected by the language of the advertisement so that they can accept themselves for who they are. Feminist CDA helps this research to analyze and criticize the beauty standard that has been put to women through the language. In the end, woman's awareness is needed to resist gender-stereotype, the beauty standard, constructed by society.