Decoding Beauty: Unveiling the Ideological Constructs in WRP Lose Weight Advertisement through Critical Discourse Analysis

Abstract

The primary goal of this research was to reveal the construction of language in WRP "Lose Weight" advertisements that can maintain or even change beauty standards by using certain language that can influence society. The study's objectives are to identify the types of three-dimensional critical discourse models based on Norman Fairclough and to analyze the shifting beauty standards of WRP "Lose Weight" advertisement. This study uses a qualitative descriptive method in the form of an analysis of two different types of videos. The researchers use this method to reveal the use of language in advertisements that can affect society and see shifts in the standards of beauty displayed. The researcher finds that the use of language in advertisements forms the basis for the construction of advertisements to express a perception. This can be seen through text analysis, then continues in the process where discourse is conveyed through the production process of contributions and ultimately becomes consumption in society which is analyzed through social practices. In addition, this research also reveals a shift in the beauty of advertisements which is represented through the visual models in advertisements.