Discourse of Women's Body Construction in Advertising and Promotion "Lovely Nia" and "Alitaren"


 The emergence of women who are often the subject visualization mass media advertisements is largely due to perception low status in institutions adopted by our society. Ads that standardize women's ideal bodies prove how men (especially ad production) can create fit their "sexy or beautiful" fantasies. Advertising as a communication system, now tends become parameter and implementation creates gender biases preserving construction female body. So it’s considered not excessive regarding David Crystal's statement advertising most colossal cultural product, when viewed from perspective ideology, morals aesthetics. Using Norman Fairclough's critical discourse analysis, this study explores 'Lovely Nia' discusses body social promotions 'Alitaren' concept patriarchal ideology plays role construction. findings make beauty an important asset must be owned cultivated on makes still positioned objects, especially have wives. apply malegaze both offline online. Even though place themselves subjects full power over shape. absence does promise release culture.