A Critical Discourse Analysis In Dove “Campaign For Real Beauty” Advertisement

JAHROTUNNISA, Siti (2018) A Critical Discourse Analysis In Dove “Campaign For Real Beauty” Advertisement. Skripsi thesis, Universitas Jenderal Soedirman.

[img] PDF (Cover)
COVER_Skrpsi Siti Jahrotunnisa (F1F012002).pdf

Download (280kB)
[img] PDF (Legalitas)
LEGALITAS_Skrpsi Siti Jahrotunnisa (F1F012002).pdf
Restricted to Repository staff only

Download (796kB)
[img] PDF (Abstrak)
ABSTRAK_Skrpsi Siti Jahrotunnisa (F1F012002).pdf

Download (423kB)
[img] PDF (BabI)
BAB I_Skrpsi Siti Jahrotunnisa (F1F012002).pdf
Restricted to Repository staff only

Download (383kB)
[img] PDF (BabII)
BAB II_Skrpsi Siti Jahrotunnisa (F1F012002).pdf
Restricted to Repository staff only

Download (463kB)
[img] PDF (BabIII)
BAB III_Skrpsi Siti Jahrotunnisa (F1F012002).pdf
Restricted to Repository staff only

Download (293kB)
[img] PDF (BabIV)
BAB IV_Skrpsi Siti Jahrotunnisa (F1F012002).pdf
Restricted to Repository staff only

Download (900kB)
[img] PDF (BabV)
BAB V_Skrpsi Siti Jahrotunnisa (F1F012002).pdf
Restricted to Repository staff only

Download (347kB)
[img] PDF (DaftarPustaka)
DAFTAR PUSTAKA_Skrpsi Siti Jahrotunnisa (F1F012002).pdf
Restricted to Repository staff only

Download (279kB)
[img] PDF (Lampiran)
LAMPIRAN_Skrpsi Siti Jahrotunnisa (F1F012002).pdf
Restricted to Repository staff only

Download (1MB)

Abstract

Jahrotunnisa, Siti. 2017. A Critical Discourse Analysis in Dove “Campaign for Real Beauty” Advertisement. Thesis. Supervisor 1: Dr. Chusni Hadiati, S.S., M.Hum., Supervisor 2: Dyah Raina Purwaningsih, S.S., M.Hum., Examiner: Ika Maratus Sholikhah, S.S., M.A. Ministry of Research, Technology and Higher Education, Jenderal Soedirman University, Faculty of Humanities, English Department, English Literature Study Program, Purwokerto. This research is aimed to reveal the brands‟ message behind their advertisement through the advertisers‟ writing style which is used to persuade the consumer. The research entitled A Critical Discourse Analysis in Dove “Campaign for Real Beauty” Advertisement aims at analyzing structure and how the brand deliver their message in avdvertisement. The data of this research are 20 advertisement of Dove “Campaign for Real Beauty”. The research is conducted by using descriptive qualitative method. Purposive sampling is chosen in determining the sample. The process of data analysis involves identifying the structures of data, analyzing data, and drawing conclusion. This process applies Leech theory in identifying structure of advertisement and Fairclough 3D models theory in analyzing how Dove delivers their message in their advertisement. The result of this research shows that there are nine structures including Headline-Illustration-Body Copy-Standing Details (2 data), Headline- Illustration-Signature Line-Standing Details (2 data), HeadineIllustration-Body Copy-Signature Line-Standing Details (8 data), HeadlineIllustration-Signature Line (2 data), Headline-Body Copy-Signature Line (1 datum), Headline-Illustration-Body Copy-Signature Line (2 data), HeadlineIllustration (1 datum), Headline-Signature Line (1 datum), and HeadlineIllustration-Body Copy (1 datum). Therefore, Dove’s advertisement doesn‟t reflect concept of beauty in Indonesia and unlike most of beauty advertisement, Dove becomes different with other beauty advertisement in selling their product which usually portraying images of unattainable perfection. For further research, other researchers are expected to conduct the analysis of comparative research under linguistics approach by using the different object and theory.

Item Type: Thesis (Skripsi)
Nomor Inventaris: F18006
Uncontrolled Keywords: critical discouse analysis, structure, advertisement, concept of beauty.
Subjects: A > A74 Advertising
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > S1 Sosiologi
Depositing User: Mr BAYU Ananda
Date Deposited: 20 Feb 2021 05:10
Last Modified: 20 Feb 2021 05:10
URI: http://repository.unsoed.ac.id/id/eprint/8232

Actions (login required)

View Item View Item