Wacana Dan Ideologi Iklan Produk Kecantikan Berbahasa Jepun

Translated title of the contribution: Discourse and ideology in advertisements of beauty products in the Japanese language

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

The purpose of this article is to identify, formulate, and elucidate the implicit ideology in the Japanese language advertising discourse based on the combination of texts, semiotics, and the discursive nature in 24 advertising discourse of women beauty products in the Japanese language. The interpretation shows that even though the studied discourse is advertisements of Japanese beauty products written in the Japanese language for the Japanese domestic market, the occidentalisation practice of beauty stands out through the textual characteristics and discursive practices in the advertising texts that were studied. The occidental ideology based on the value of beauty is oriented towards the concept and characteristics of the beauty of the Occidental women, specifically the Euro-Americans. They value the 'symbols of world culture' and 'universal beauty'. This ideology is also closely related with the 'ethno-cultural stereotype'; a positive and prestigious stereotype image specifically referring to the language, culture and identity of the Occidental ethnics. In other words, even though Japan is one of the most advanced and economic superpower in today's world, where Japanese products are recognized as quality product and can penetrate markets around the world, in reality Japan is still dependent, and oriented towards ideological intervention from the Occidental countries to communicate with the Japanese society, which is renowned for its uniqueness and homogeneity.

Original languageUndefined/Unknown
Pages (from-to)789-816
Number of pages28
JournalGEMA Online Journal of Language Studies
Volume12
Issue number3
Publication statusPublished - Sep 2012

Fingerprint

beauty
ideology
discourse
language
stereotype
advertising language
Japan
domestic market
semiotics
Discourse
Ideology
Japanese Language
Values
symbol
interpretation
market
economics

Keywords

  • Advertising discourse
  • Beauty products
  • Ideology
  • Japanese language
  • Occidental

ASJC Scopus subject areas

  • Literature and Literary Theory
  • Language and Linguistics
  • Linguistics and Language

Cite this

Wacana Dan Ideologi Iklan Produk Kecantikan Berbahasa Jepun. / Shabudin, Maserah; Aman, Idris.

In: GEMA Online Journal of Language Studies, Vol. 12, No. 3, 09.2012, p. 789-816.

Research output: Contribution to journalArticle

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