Abstract

This research aims to determine the discourse used by LUX Body Wash in advertising their products. The discourse used in the LUX Body Wash advertisement will be analyzed using Critical Discourse Analysis. This research will focus on the use of language, as well as the strategies used by LUX Body Wash in advertising its products. Advertising is a medium used to introduce a person or a product to everyone. Critical Discourse Analysis (CDA) places more emphasis on exploring various social theories that analyze the relationship between language, power and ideology in texts. This research is based on Fairclough’s three-dimensional discourse analysis model which focuses on the representation of the beauty and health of women’s skin through advertisements in both print and mass media. Based on the research that has been conducted, it was found that there are differences in approaches, lifestyles, texts used by advertisers to manipulate and exploit the beauty and health of women’s skin, women’s ideology by emphasizing the view that products provide lasting beauty and health. This research also exploits how social factors use certain structures and situations in constructing reality and controlling thoughts and maintaining power and influence over the audience