Main Article Content


This study uses a Fairclough Critical Discourse Analysis to analyze advertisements' textual and visual elements and discursive and sociocultural analysis of beauty product advertisements in Japan. Data were taken and studied from several examples of beauty product advertisements and interviews with seven Japanese women as informants about the discourse in beauty product advertisements. In addition, the speakers were also asked to express their opinions regarding the beauty standards in Japanese society today.

The results show that advertising has a role in reproducing and maintaining the standard of beauty in Japanese society. The image of women with clean and shining white skin is still the standard for Japanese women. Taglines and beauty products in Japan offer clean white skin as demanded in Japanese society. From this, it is also known that advertising producers use beauty constructions formed in society to make advertisements for beauty products. This causes the discourse on Japanese beauty standards to persist in Japanese society.

Article Details

How to Cite
Paramita, N. M. S., & Lestari, E. M. I. (2023). A Discourse of Beauty Standards in Japanese Beauty Product Advertisement (Japanese Women Perspective). International Journal of Multidisciplinary: Applied Business and Education Research, 4(10), 3470-3480.


Amoussou, F., & Allagbe, A. A. (2018). Princi-ples, Theories and Approaches to Critical Discourse Analysis. International Journal on Studies in English Language and Lit-erature, 6(1), 11–18.
Ashikari, Mikiko. (2005). Cultivating Japanese Whiteness. Journal of Material Culture. Vol. 10 (1), 73-91.
Barthes, R. (1967). Elements of Semiology. London: Jonathan Cape.
Cook, G. (2001). The Discourse of Advertising (2nd Ed). London and New York: Routledge.
Fairclough, N. (2010). Critical Discourse Analy-sis: The Critical Study of Language. New York: Routledge.
Haryatmoko. (2019). Critical Discourse Analy-sis (Analisis Wacana Kritis): Landasan Teori, Metodologi dan Penerapan) (3rd ed.). Depok: PT RajaGrafindo Persada.
Hidayah, Rimah, Milal, Dzo’ul. (2016). Ideal Identity Construction in Beauty Product Advertisement of Garnier. Nobel Journal of Literature and Language Teaching. Vol.7 No. 2.
Kaur, Kuldip, Arumugam, Nalini, Yunus, Nori-mah Mohamad. (2013). Beauty Product Advertisements: A Critical Discourse Analysis. Asian Social Science; Vol. 9, No. 3.
Lestari, Eka Marthanty Indah. (2020). A Criti-cal Discourse Analysis of The Advertise-ment of Japanese Beauty Products. IZUMI, Volume 9 No 1, 58-74.
Mendrofa, Melania Priska. (2020). Feminist Critical Discourse Analysis To The Lan-guage Use And Display In Whitening Cosmetic Product Advertisements. Saga Journal of English Language Teaching and Applied Lingustic. Vol. 1, No.2, 119-126.
Susanti, Sri. (2019). A Critical Discourse Analy-sis on Beauty Product Advertisements. Journal of Language Learning and Re-search. 2(1). 1-11.
Winarni, Rina Wahyu. (2010). Representasi Kecantikan Perempuan Dalam Iklan. Deiksis. Vol. 2 No. 2, 134-152.
Wolf, N. (2002). The Beauty Myth: How Images of Beauty Are Used Against Women. New York: HarperCollins.