A Multimodal Critical Discourse Analysis of Garnier Green Beauty Advertisement

This study investigates how a multinational cosmetic company uses its advertising to promote green cosmetics in Indonesia. Using Multimodal Critical Discourse Analysis (MCDA), the analyzes Garnier utilized linguistics features and discourse strategies positioned their customers Green Beauty advertisement. The analysis revealed that employed some linguistic (e.g., positive adjectives, pronouns, repetitions, etc.) scientific-sounding words as strategy It was also found made deliberate marketing decision employ advertising, positioning customer empowered actors create socio-environmental change. findings discuss distinguishing advertisements from typical ones.