Construing Woman Identity: An Appraisal Analysis of Beauty Products Advertised in International Web Pages

Abstract

This study aims to determine how women's ideal identities are constructed through language in the summer beauty tips feature of three beauty advertising brands: LΌRÉAL Paris, OLAY, and Garnier. The author uses a linguistic methodology tool, Engagement, Attitude, and Graduation Analysis in the Assessment framework by Martin and White 2005, to help interpret how the language used in the three beauty tips feature can emotionally build an ideal female identity for its readers. The results of this study, the researcher found three Appraisal subtypes are most widely used in the three beauty advertisements. They are Appreciation from the Attitude subtype, Entertain from the Engagement subtype, and Intensification from the Graduation subtype. The data obtained in this study indicate that using words, phrases, or sentences that contain positive and negative appreciation in the three beauty tips can affect the reader's emotions. This appreciation also affects the reader's view of the ideal woman.