Ideology of Face Beauty with Pragmatic Strategies in Facebook Advertisements of Beauty Institute Pages

Abstract

This research aims to study the ideology of face beauty appearance related to pragmatic strategies in Facebook advertisements of beauty institute pages by collecting 3,869 advertising texts from 10 beauty Institute Facebook pages for 1 year 6 months. The results of the study shown that discourse makers of beauty institute use pragmatic strategies convey sub-mindsets related to desirable beauty of face and a social model for beauty evaluation under 8 sub-mindsets that focuses on making face look natural and youthful as much as possible include sub-mindsets related to slender V-shape face, face lifting and face neutralizing, convex forehead and wrinkles reduction, full temples, smooth double eyelid, prominent nose, pointy nose with droplets shape and nasal wing reduction, full and slender cheeks, thin lips and plump lips and slender chin and neck lifting