Construing the Textual Features, Discourse Practice and the Socio-Cultural Practice of a Wardah Renew You Series Advertisement: A Critical Discourse Analysis

Abstract

This study reports the textual features, discourse practice, and socio-cultural practice in the Wardah Renew You Series advertisement. The objectives of this study are to analyze the textual features, the discourse practice and the socio-cultural practice used in the Wardah Renew You Series advertisement. This study used the descriptive qualitative method. The data were collected from the Wardah Renew You Series advertisement uploaded on the Wardah Beauty Malaysia YouTube channel. The data of this study are phrases and clauses representing the textual features, discourse practice and social-cultural practice. In this study, the writers used Fairclough's three-dimensional models to analyze the data of Critical Discourse Analysis (CDA). The textual features found in the Wardah Renew You Series advertisement are the use of the pronoun 'your', the use of the conjunction 'and', and the use of specific vocabulary. The use of specific vocabulary in this advertisement is a positive adjective. In the discourse practice, the producer of the advertisement is Wardah, and the main target of the advertisement is women aged 25 years and over. In social-cultural practice, there are three levels, namely situational, institutional, and social. On a situational level, the Wardah Renew You Series advertisement was launched along with the emergence of a new beauty campaign carried by Wardah, namely "Feel The New You". Moreover, Wardah also introduced Fenita Arie as the new brand ambassador. This advertisement is not associated with any institution. For the social level, the Wardah Renew You Series advertisement uses words that can influence and invite people, especially women aged 25 years and over, to be confident in their beauty and not worry about premature aging.