THE CONSTRUCTION OF BEAUTY IMAGE IN BEAUTY PRODUCT ADVERTISEMENT SLOGANS: A CRITICAL DISCOURSE ANALYSIS STUDY

This research investigated some slogans of beauty product in social media based on Critical Discourse Analysis (CDA) framework. The research emphasized the beauty image found in advertising slogans and discourse strategies applied by text producers to manipulate woman as member resource of social order. The research’s design was qualitative. The approach applied is CDA which is based on Fairclough’s framework. This research found out how beauty image is created and manipulated through advertisements. The advertising-slogans were collected from two Instagram accounts which belong to Revlon and Loreal international cosmetic brands. The methods of analysis were referential method and content-analysis (inferential). The finding of this study showed that the commercial text producers promote their beauty products by creating a sense of “being something”, “having something”, and “becoming something”. This implied that beauty product companies try to impose certain beliefs, that by possessing their products, the prospective customers may achieve ideal beauty image. There were implications that companies create certain beauty image by intensifying individualistic habits and promoting individual inadequacies through unrealistic self-representation. Therefore, this study showed that there is a great deal of individualism and materialism in the beauty image created by commercial text producers as text producers. This may lead text producer to gain control over consumers through manipulated beauty image in advertisement. The manipulated beauty image may mislead women to be more individualistic in their beauties. The change of women as member resource of society may change society into believing that beauty is constructed by individualistic and materialistic behavior. Studi ini meneliti slogan produk kecantikan di media sosial dari perspektif Analisis Wacana Kritis. Studi ini terutama berfokus pada penggunaan bahasa dalam slogan iklan dan strategi wacana yang digunakan oleh pengiklan untuk memanipulasi dan mempengaruhi pelanggan mereka. Analisis ini bersifat kualitatif berdasarkan kerangka tiga dimensi Fairclough. Ini menunjukkan bagaimana ideologi 'kecantikan' diproduksi dan direproduksi melalui iklan. Slogan iklan dikumpulkan dari dua akun Instagram milik Revlon dan merek kosmetik internasional Loreal. Metode analisis adalah metode referensial dan analisis isi (inferensial). Temuan penelitian ini menunjukkan bahwa pengiklan mempromosikan produk kecantikan mereka dengan menciptakan rasa "menjadi sesuatu", "memiliki sesuatu", dan "menjadi sesuatu". Ini menyiratkan bahwa perusahaan produk kecantikan mencoba untuk memaksakan kepercayaan tertentu, bahwa dengan memiliki produk mereka, calon pelanggan dapat mencapai citra kecantikan yang ideal. Ada implikasi bahwa perusahaan menciptakan citra kecantikan tertentu dengan mengintensifkan kebiasaan individualistik dan mempromosikan ketidakcukupan individu melalui representasi diri yang tidak realistis. Oleh karena itu, penelitian ini menunjukkan bahwa ada banyak penekanan individualisme dan materialisme dalam citra kecantikan yang diciptakan oleh pengiklan sebagai produsen teks. Hal ini dapat menyebabkan perusahaan mengontrol konsumen melalui manipulasi citra kecantikan dalam iklan. Citra kecantikan yang dimanipulasi dapat menyesatkan wanita menjadi lebih individualistis dalam kecantikan mereka. Perubahan perilaku wanita sebagai anggota masyarakat dapat mengubah masyarakat, sehingga masyarakat menjadi percaya bahwa citra kecantikan dibangun oleh perilaku individualistis dan materialistis

Feminism thoughts in 20th and 21st century literary works: A comparative study

One of most arguable and observable social phenomena is gender inequality which is based on feminism thoughts. Considering how literature may portray human’s life along with its values, this study is purposed to elaborate and compare how feminism thoughts and gender inequality take place in various literary works. Based on the importance of feminism thoughts and gender inequality in cross cultural literature, then there is a necessity to conduct a comparative literature study which focused on feminism thoughts. This study took four kinds of literary works, namely drama, prose (short-story), movie, and poetry. Feminism approach as sociological approach was applied in this study altogether with comparative criticism and content analysis method. This study discussed how feminism thoughts got more supports and encouragement as the century progressed. By comparing literary works from 20th and 21st century, several important findings can be drawn, namely (a) feminism thoughts are getting stronger along with the progression of century, (b) feminism thoughts always oppose gender inequality as both are always found as binary oppositions in literary work, (c) both feminism and gender-inequality live through human’s values and repetitive actions, (d) personal and familial values are crucial in order to develop feminism thoughts and gender-inequality in an individual, and (e) the change of values, especially social and cultural values can bring changes in both feminism and gender inequality phenomena

Vowel and Diphthongs Error Analysis of Random Secondary Students of Semarang

Second language acquisition can be a significant issue which leads to the study of language transfer and interference. Since there are many problems faced regarding pronunciation, then this paper is aimed at revealing and describing the errors in pronouncing English sounds made by the Javanese native speaker secondary students who learn English as their second language. Vowels and diphthongs pronunciations are examined closely in this study. Mix method was used started by the qualitative one and quantitative one to know the percentage of each data. The source of the data was some recording of students’ interview and then it was transcribed into broad transcription without suprasegmental features. In analysis, the distinctive features are applied to establish phonological patterns of pronunciation errors. The results of this study revealed that Javanese Native Speaker made some errors in pronouncing English sounds, especially in diphthongs case in which all speakers experience phonetic interferences: substitution and underdifferenciation