The Analyzing Dove Advertisement Using Van Dijk’s Model: A Discourse Analysis Study

Abstract

Abstract 

This study aims to examine the hidden ideologies and power structures within a Dove advertisement using Teun A. van Dijk’s discourse analysis model, as introduced in the Discourse Analysis course. The research explores how linguistic and visual elements collaborate to construct social meanings related to beauty, gender, and consumer culture. It aims to reveal how everyday media, particularly advertising, subtly shapes public perception and reinforces cultural norms. The analysis uses Van Dijk’s framework: microstructure, mesostructure, and macrostructure. At the microstructure level, the ad employs specific lexical items such as “nourish,” “natural,” and “new,” which suggest care, purity, and innovation. These word choices portray the product as gentle, essential, and beneficial for self-care. At the mesostructure level, the advertisement features a smiling woman with flawless skin, wrapped in a white towel, visuals that support the text and convey conventional ideals of feminine beauty. At the macrostructure level, the message reflects broader cultural narratives, implying that a woman’s identity and social value are closely tied to her physical appearance and the products she uses. The findings indicate that the advertisement is not merely promoting a skincare item, but also reproducing gender-based ideologies and consumerist messages. Through subtle associations, it influences how audiences perceive beauty and femininity. This research emphasizes the importance of critical media literacy in language education, encouraging students to question how language and imagery influence thought, belief, and behavior in everyday life.

Key words: discourse analysis, Van Dijk, Dove advertisement, ideology, media literacy