Language Use in Skincare Product Advertisements Found on Instagram to Persuade Buyers Based on Fairclough’s Three-Dimensional Frameworks

Abstract

This study examines e-platform Instagram advertisements of skincare products from the perspective of Critical Discourse Analysis proposed by Fairclough’s theory of three-dimensional model, which are text analysis, discursive practice, and social practice analysis. This study uses a qualitative method in which data is taken from the advertisements of various skincare products (brands and types) on Instagram. This analysis mainly focuses on language use by taking on phrases, clauses, and sentences in several skincare advertisements and advertisers' strategies to promote their brands since advertising is a media discourse involving language and social processes to inform into public. This study indicates several linguistic devices used by advertisers as a marketing technique to promote their brands to empower and attract consumers. Those linguistic features are working as strategies, manipulators, and controllers of consumers’ minds. Since the better words in advertisements the better result it would be to persuade and make the customers believe in those ads.