Ideal identity construction in beauty product advertisement of garnier.

This study aims at explaining how the advertiser constructs the ideal identity in the Garnier advertisement. It mainly focuses on the characteristics of language and other contexts used in the advertisement from the perspective of Critical Discourse Analysis (CDA). This is a descriptive qualitative study in which the data are collected from the beauty product advertisements of Garnier. The analysis is based on Fairclough’s three-dimensional models (textual features, discursive features, and social features). The findings of this study show that the ideal identity in the advertisement of Garnier is constructed by the advertiser through the use of textual features and social features. The writers find out that there is an ongoing struggle about how the advertisers construct the ideal identity in modern society by giving the representation of the attractive model and how they show their professionalism in technology by giving scientific evidence in their advertisements.
Keywords: ideal identity construction; advertisement; beauty product; Garnier; critical discourse analysis (CDA)