skip to main content

Demolishing the “Ideal” Concept of Beauty: How Pore Hero’s Instagram Campaign Challenges Other Skincare Advertisements

Department of English, Universitas Negeri Malang, Indonesia

Received: 11 Aug 2021; Published: 31 Oct 2021.
Open Access Copyright (c) 2021 PAROLE: Journal of Linguistics and Education under

Citation Format:

Skincare companies purposely combine textual and visual features to create a compelling sign that can be correlated with beauty. In their ads, people are frequently depicted as having bright, white, and flawless skin. These exaggerated and repetitive representations eventually built a certain concept of beauty. In this paper, a preparatory approach is employed to investigate how an Indonesian beauty brand, Pore Hero, employs diverse promotional strategies. The analysis focuses on the textual aspects and discursive features of the posts, and how the campaign challenges the “ideological” concept of beauty. Data were collected from the brand’s Instagram account then analyzed with Fairclough’s three-dimensional model (1989) and van Leeuwen’s word-image links (2005b). Results indicated that Pore Hero uses five distinctive techniques to promote the brand’s values and offerings: 1) exposition of existing ingredients 2) inspiring campaign 3) emotive contents 4) realistic representations 5) reviews by Instagram users. It is concluded that the Instagram promotional posts of the brand strive to change people's minds to respect and accept themselves by changing the goal of having perfect skin to healthy skin.

Fulltext View|Download
Keywords: beauty advertisement; critical discourse analysis; instagram; multimodality

Article Metrics:

  1. Bernoff, J. (2009, July 20). Advertising Will Change Forever: Digital Spending Will Nearly Double in 5 Years, But Ad Budgets Won't. Advertising Age. change-forever/138023
  2. Bogdan, R. C., & Biklen, K. S. (1982). Qualitative Research for Education: An Introduction to Theory and Methods (3rd ed.). Allyn and Bacon
  3. Bråred Christensson, J., Hagvall, L., & Karlberg, A.-T. (2016). Fragrance Allergens, Overview with a Focus on Recent Developments and Understanding of Abiotic and Biotic Activation. Cosmetics, 3(2), 19.
  4. Chuang, L.-M., Tsai, M.-T., Wu, Z.-X., & Shiu, J.-J. (2012). The impact of customer interaction on customer loyalty in Taiwan’s international tourist hotels: the mediating effect of service quality and trust. Innovative Marketing , 8(2), 33-45. sets/4623/im_en_2012_02_Chuang.pdf
  5. Fairclough, N. (1989). Language and Power. Longman
  6. Fairclough, N. (1995). Critical Discourse Analysis and The Marketization of Public Study of Language. Longman
  7. Goddard, A. (1998). The language of advertising. Routledge
  8. Hambur, F. M. (2019). The Construction of Beauty Image in Beauty Product Advertisement Slogans: A Critical Discourse Analysis Study. (Thesis, Universitas Diponegoro, Semarang, Indonesia).
  9. Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The Effect of Celebrity Endorsement on Instagram Fashion Purchase Intention: The Evidence from Indonesia. Organizations and Markets in Emerging Economies, vol. 11, 1(21), 203–221.
  10. Hidayah, R. (2016). A Study of Critical Discourse Analysis in Beauty Product Advertisement of Garnier. (Thesis, State Islamic University Sunan Ampel, Surabaya, Indonesia).
  11. Janks, H. (1997). Critical Discourse Analysis as a Research Tool. Discourse: Studies in the Cultural Politics of Education, 18(3), 329–342
  12. Jorgensen, M., & Phillips, L. (2002). Discourse Analysis as Theory and Method. SAGE Publications: London
  13. Kannan, R., & Tyagi, S. (2013). Use of Language in Advertisements. English for Specific Purposes World, 13 (37), 1-10. http://esp-
  14. Kappel, M. (2019, April 3). Transparency In Business: 5 Ways To Build Trust. Forbes. build-trust/?sh=19db86b46149
  15. Kaur, K., Arumugam, N., & Yunus, N. M. (2013). Beauty Product Advertisements: A Critical Discourse Analysis. Asian Social Science, 9(3), 61-71.
  16. Keller, K., & Kotler, P. (2009). Marketing Management (13th ed.). Upper Saddle River, Pearson
  17. Lamminen, V. (2018). Social Media Marketing and its impact on product promotion in small enterprises. (Thesis, Turku University of Applied Sciences, Turku, Finland).
  18. Lawrence, S., Deshmukh, S., & Navajivan, E. (2018). A Comparative Study of Digital Marketing VS Traditional Marketing. IIBM’s Journal of Management Research, 3(1 & 2), 112-121.
  19. NPD. (2020, February 3). U.S. Prestige Beauty Industry Generates $18.8 Billion in Sales for 2019, Driven by Skincare, Reports The NPD Group. releases/2020/u-s-prestige-beauty-industry-generates-18-8-billion-in-sales-for-2019-driven- by-skincare-reports-the-npd-group/
  20. Nugrawidhanti, D. M. R. (2016). A Critical Discourse Analysis on Oriflame Beauty Product Advertisements. (Thesis, Universitas Sanata Dharma, Yogyakarta, Indonesia).
  21. Pauwels, L. (2012). A Multimodal Framework for Analyzing Websites as Cultural Expressions. Journal of Computer-Mediated Communication, 17(3), 247–265.
  22. Renkema, Jan. (2004). Introduction to Discourse Studies. John Benjamins Publishing Company: Amsterdam/New York
  23. Research and Markets. (2021, April 19). Skincare Products Market
  24. Skincare-Products-Market-2021-to-2026-Growth-Trends-COVID-19-Impact-and- Forecasts.html
  25. Robert, E. (2013). Language of advertising: a study of Nigeria's Nation Newspaper and Newswatch Magazine. Journal of Education and Learning, 2(3): 61-70.
  26. Smith, P. (2016, July 15). Value of Social Media in Global Marketing – Social Media Marketing. Social Media Marketing. marketing/
  27. Vahid, H., & Esmae‘li, S. (2012). The power behind Images: Advertisement Discourse in Focus International Journal of Linguistics, 4(4), 36-51.
  28. van Leeuwen, T. (2005a). Multimodality, genre and design. Discourse in Action: Introducing Mediated Discourse Analysiss, ed. S. Norris and R. Jones, 73–94. Routledge
  29. van Leeuwen, T. (2005b). Introducing Social Semiotics. Routledge
  30. Wright, E., Khanfar, N. M., Harrington, C., & Kizer, L. E. (2016). The Lasting Effects Of Social Media Trends On Advertising. Journal of Business & Economics Research (JBER), 14(3), 75- 82.
  31. Zaharah, I. U. (2018). The Ideological Concept in Beauty Product Advertisements of Wardah. (Thesis, State Islamic University Sunan Ampel, Surabaya, Indonesia)

Last update:

No citation recorded.

Last update: 2024-02-22 05:00:12

No citation recorded.