The Image of Female Ideal Body in Advertisements of the Slimming Product in Indonesia: A Critical Discourse Analysis

Slimming products have been continuously produced, while advertisements used for marketing these increase in number. Advertisement of slimming shows an image the ideal female body that is promised to be achieved if consumers use offered products. becomes one facilities spread and maintain ideology beauty society. The can influence shape perspective society related stereotypes are later made a benchmark assessing person. Many people disadvantaged by This research aims reveal construction advertisement through three dimensions Critical Discourse Analysis, as Fairclough (2014) stated. These text analysis phase, discursive practice sociocultural praxis phase. Besides analyzing verbal non-verbal aspects selected advertisements, researcher also interviewed 10 (ten) women identify Indonesian discourse existing results study revealed discourse, shown advertisement, was internalized participants this research. In case, still persistent