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Politeness Strategies Used In Indonesian And American Beauty Product Advertisments (Comparative Study)

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This research aimed to investigate the politeness strategies used in Indonesian and American advertisement, particularly in beauty product advertisement in each country. The researcher used a theory proposed by Brown and Levinson about Politeness strategy. The method used in this research is descriptive and gualitative method. The researcher used note taking as the instrument to get the valid data. The data were collected from the most used or popular beauty product brands from each country and taken from official YouTube accounts that have been viewed at least 5,000 times and are 45 to 60 seconds long. The product advertisements are Emina, Avoskin, Somethinc from Indonesia and Fenty Beauty, Glossier and Clinigue from United State. This research revealed that there are 37 utterances found in selected advertisement that used politeness strategies. There are 20 data found in Indonesian advertisements, and the most used strategy is Bald on record strategy, while there are 17 data found in American advertisements and the most used strategy is Positive politeness strategy.

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Detail Information

Series Title

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Call Number

BSI-2023-AIL p

Publisher

Makassar : FAH. Adab & Humaniora UIN ALauddin., 2023

Collation

x, 65 hal :Ilus :, 30 cm

Language

English

ISBN/ISSN

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Classification

BSI-2023-AIL p

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

politeness strategy
American Advertisement
Beauty Product
Brown and Levinson, Indonesian advertisement

Specific Detail Info

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Statement of Responsibility

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