KOREANESS IN CONSTRUCTING BEAUTY IMAGES IN INDONESIAN BEAUTY PRODUCT ADVERTISEMENTS AFTER KOREAN WAVE’S INFLUENCES

A CRITICAL DISCOURSE ANALYSIS

Abstract

As a result of globalization and colonialism in the past, Indonesia easily accepts foreign cultures, including the Korean Wave. The spread of the Korean Wave into Indonesia has influenced many people's perspectives and ideologies, including the perspective of the Indonesian people through beauty images. The beauty industries exploited this phenomenon to reap more profits while at the same time spreading the ideologies and beauty image they create to the Indonesian people through the most powerful element of socialization, namely advertising. This study aims to analyze the beauty images formed by advertisers, manipulation techniques in advertisements, and the ideologie s underlying K Natural White, Citra, and Scarlett Whitening advertisement s. Fairclough's three-dimensional analysis of several beauty products video advertisements examines the characteristics of constructed beauty images, the techniques employed in beauty product advertisements to manipulate the consumers to buy the product, and the underlying ideologies in depicting these advertisements. The data for this research are verbal languages contained in the ten video advertiseme nts from these three beauty brands. This analysis also shows that the constructed beauty image that advertisers are trying to form is that beauty must be white and glowing like Korean women; women will more easily achieve their goals if they are beautiful, like the representation of Korean ideal beauty. There are many techniques to manipula te consumers to buy these products with unrealistic representations using the metaphors shown by advertisers to create an unrealistic beauty myth. Therefore, from how advertisers create beauty images and manipulate consumers to buy their products, it can be concluded that advertisers have several ideologies including Koreaness. This research only uses CDA approach with Fairclough's three-dimensional models, so further researchers may also pursue semiotic and stylistic research.