Beauty Ideology: Critical Discourse Analysis of Online Filipino Beauty Product Advertisements

Authors

DOI:

https://doi.org/10.32996/jpda.2025.4.3.3

Keywords:

Critical Discourse Analysis, Beauty Advertisements, Discursive Strategies, Filipino Media, Beauty Ideology

Abstract

This study investigates the linguistic and discursive features of collected online Filipino beauty advertisements from 2016 to 2025, with the aim of uncovering how these texts construct and reinforce prevailing beauty ideologies. Grounded in Critical Discourse Analysis (CDA), the research applies Fairclough’s Three-Dimensional Model to examine the textual structures, discursive practices, and social practices that shape these online advertisements. The findings reveal that advertisers use a strategic blend of emotive language, pseudo-scientific terminology, and personalized messaging to create persuasive narratives around beauty. These advertisements often frame beauty as both an attainable goal and a personal responsibility, closely tied to consumption and self-improvement. Distributed across everyday platforms like social media and product packaging, the ads promote a neoliberal view of beauty as a marker of empowerment, success, and social acceptance. Ultimately, this study demonstrates how language and discourse in beauty advertising play a powerful role in shaping cultural ideals, reinforcing gender norms, and influencing consumer behavior and self-perception.

Author Biographies

  • Jobelle Lanzarrote, LPT, Department of English & Applied Linguistics, De La Salle University- Manila

    Jobelle Lanzarrote has been teaching English in junior high school for six years and is currently handling learners at PAREF Woodrose School for Girls. She completed her Bachelor of Secondary Education - major in English at Polytechnic University of the Philippines - Taguig Campus. Her current academic interests include student writing, teaching strategies, and learner motivation. Beyond the classroom, she has contributed as a volunteer teacher and materials developer for a reading literacy program designed for struggling young readers in Muntinlupa. In her free time, she continues to mentor her students, demonstrating her commitment to supporting learner growth and personal formation beyond the classroom. At present, she is completing her Master of Arts in English Language Education (MAELED) at De La Salle University. 

  • Cylyn Jay D. Rallos, LPT, Department of English & Applied Linguistics, De La Salle University- Manila

    Cylyn Jay Rallos has been working in the ESL industry for six years, teaching both East Asian learners and students from non-English-speaking Western countries. She has also been training ESL teachers in the Philippines for the past two years, equipping them with the skills to deliver engaging and effective lessons. In addition, she has five years of experience teaching English in Philippine schools, ranging from elementary to college levels. She earned her Bachelor of Secondary Education, major in English, at The National Teachers College. Currently, she is pursuing her Master of Arts in English Language Education (MAELED) at De La Salle University–Manila. Her academic interests center on English language teaching, teacher training, and discourse analysis.

  • Jennifer Tan-de Ramos, Ph.D., Department of English & Applied Linguistics, De La Salle University- Manila

     Biography:
    Dr. Jennifer Tan-de Ramos is an esteemed associate professor at De La Salle University-Manila,
    Philippines, with over 30 years of dedicated service in the Department of English and Applied Linguistics.
    She earned her Master of Arts in Language and Literature in 1995 and completed her PhD in Applied
    Linguistics at the same institution in 2012.
    Throughout her academic career, Dr. Tan-de Ramos has actively contributed to the field through
    presentations at numerous local and international conferences. Her research findings have been
    disseminated widely through publications in reputable journals, both locally and internationally. Her
    scholarly interests encompass diverse areas such as discourse analysis, identity construction,
    sociolinguistics, and language education.
    Dr. Tan-de Ramos continues to play a pivotal role in advancing knowledge and understanding in applied
    linguistics, consistently engaging in scholarly activities that impact both the academic community and
    broader society.
     

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Published

2025-10-17

Issue

Vol. 4 No. 3

Section

Research Article

How to Cite

Lanzarrote, J., Rallos , C. . ., & Tan-de Ramos, J. (2025). Beauty Ideology: Critical Discourse Analysis of Online Filipino Beauty Product Advertisements. Journal of Pragmatics and Discourse Analysis, 4(3), 24-42. https://doi.org/10.32996/jpda.2025.4.3.3