ANALISIS WACANA KRITIS KECANTIKAN IDEAL PEREMPUAN PADA IKLAN PRODUK SKINCARE CUSHION DI MEDIA SOSIAL MELALUI AKUN INSTAGRAM @skintificid

Muhammad Rendy Dwiyanto, . (2026) ANALISIS WACANA KRITIS KECANTIKAN IDEAL PEREMPUAN PADA IKLAN PRODUK SKINCARE CUSHION DI MEDIA SOSIAL MELALUI AKUN INSTAGRAM @skintificid. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study analyzes the construction of ideal female beauty in skincare product advertisements by Skintific, specifically the Blue Cushion and Gold Cushion, uploaded on the official Instagram account @skintificid. Using a qualitative approach through Norman Fairclough’s Critical Discourse Analysis, the study examines textual, discursive, and social practices. The results indicate that ideal beauty is constructed through visual representations of female models with bright, smooth, and blemish-free skin, as well as images of confident and modern self-presentation. Advertisements featuring Raline Shah and Naura Ayu reflect different beauty constructions according to the target audience segments of adults and teenagers. The choice of words, grammar, and visuals reproduce hegemonic beauty ideologies, emphasizing flawless skin and instant transformation through cosmetics. Discursive practices and social norms reinforce the notion that physical beauty is an important value for women. The study concludes that Skintific advertisements function not only as promotional media but also as tools for reproducing dominant beauty ideologies, potentially influencing societal perceptions and beauty practices.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2110411032] [Pembimbing: Gustiana Sabarina] [Penguji 1: Damayanti] [Penguji 2: Nuril Ashiva Misbah]
Uncontrolled Keywords: Ideal Beauty, Instagram Advertisements, Critical Discourse Analysis
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: MUHAMMAD RENDY DWIYANTO
Date Deposited: 06 Apr 2026 08:30
Last Modified: 06 Apr 2026 08:30
URI: http://repository.upnvj.ac.id/id/eprint/42509

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