A Critical Discourse Analysis on Lily by Tsana Beauty Product Advertisements

Abstract

This study examines the ideologues' language used in the Lily by Tsana beauty product advertisement. The study is intended to depict the connection between Tsana’s popularity significantly affecting and influencing Lily by Tsana's branding. The study takes the quote and slogan that the advertisers used as a text and then analyzes each advertisement's meaning and ideology. The study applies a textual analysis to the motto and slogan that the advertiser used in the product’s advertisements as its research method. It adopts Fairclough’s concept of three-dimensional critical discourse analysis as its approach method. The textual analysis involves interpretation of the beauty product advertisements of Lily by Tsana and how the ideology of Lily by Tsana beauty products composed with the stereotypes and slogan “Makeup should never be used to hide yourself. It should be used to enhance your natural beauty.” In addition, this study revealed how Tsana, known as Rintik Sedu, influences the beauty product by using bait to specify the target market for Lily by Tsana itself. The advertisements of Lily by Tsana offer an idealized lifestyle of how natural beauty can make you love yourself more and assume that the audiences are unable to decide rationally and then consider the words of the advertisement are indeed valid. Thus, the founder of Lily by Tsana used her language power to gain control over her fans and consumers. Ideological language is used to control people’s minds, and so is the popularity and social standing of the founder. The analysis results in the analysis of personal pronouns, positive adjectives, the declarative mood in clauses, cohesion, parallelism, modes, social relations, and the connection between the founder’s social standing and beauty products.