This research aimed to review the use of second-person reference in advertisement translation, work out the general rules, and provide guidance to translators. Using second-person reference is common in the advertising discourse. Addressing audiences directly involves their attention and in this way enhances their memorization of the advertised message. Second-person reference can be realized v...

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, ...