Power Exercised in Discourse in the Advertisements of Cosmetic Brands: A Critical Discourse Studies Perspective

Abstract

This study aims to clarify how power is exercised in discourse by utilizing concepts of critical discourse studies. Exercising power in discourse is enabled through ideology, which makes an act of coercion to others “commonsensical,” creating consent and tacit approval. This analysis of cosmetic brand advertisements found that ideologies regarding the importance of skincare and the gender ideology that women should seek outer beauty, are taken for granted. In addition, brands were seen to present an image supporting the reader of the advertisement and demonstrating scientific research which provides a sense of security. Such ideologies and images, matched with the factor of consumerism, can be interpreted as being useful in exercising power through consent. This study revealed one aspect of how image advertisements connotatively create ideological power in discourse.