The metanarrative behind L'Oréal advertisement

Nugroho, Feisal (2024) The metanarrative behind L'Oréal advertisement. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This study analyzes L'Oréal advertisements from the decade 1991 to 2023 using a Critical Discourse Analysis (CDA) approach to understand how these advertisements reflect and influence social and cultural values about beauty. The main focus of this research is on the discourse structure, discursive practices, and elements that form the metanarrative about beauty in L'Oréal advertisements. During the decade 1991-2000, L'Oréal advertisements emphasized scientific excellence and measurable results, reflecting society's trust in technological innovation. In the decade 2001-2010, there was a shift towards inclusivity and diversity, with advertisements featuring models from various ethnic backgrounds. The decade 2011-2023 shows a greater focus on authenticity and individuality, with advertisements emphasizing self-acceptance and lifestyle diversity. This study shows that L'Oréal advertisements not only function as marketing tools but also as significant agents of social change. Using CDA, it was found that the production of advertisement texts employs scientific, inclusive, and authentic strategies to create narratives relevant to the audience. The consumption of advertisement texts by the audience helps shape and reinforce social values about beauty, from trust in technology to acceptance of diversity and individual authenticity. The results of this study provide insights into how advertisements can reflect and influence evolving social norms. L'Oréal has successfully adapted their advertising strategies in line with changing social values, creating a dynamic and relevant beauty narrative. This research contributes to the understanding of the role of advertisements in shaping public perception and social values, as well as the importance of inclusivity and authenticity in marketing communications.

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