The grammar of beauty through the language of advertisements on Vaseline US and Indonesia websites Gramatika kecantikan pada bahasa iklan di situs Vaseline Amerika Serikat dan Indonesia
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Abstract
This study examines how the systemic functional grammar is employed in Vaseline advertisements to construct and convey notions of beauty, as well as the underlying brand messages communicated through promotional content. Specifically, it compared the linguistic features on the Vaseline ads for the US and Indonesia. Qualitative-descriptive methodology was employed in this study. The data collected correlated to the transitivity found in the sentences on both advertisements. The Transitivity in SFG theory by Halliday & Matthiessen serves as the analytical framework, which focuses on three elements of transitivity: process, participants, and circumstance. The findings show that Vaseline advertisements' transitivity refers to a reflection of relational and material processes. Vaseline US focuses on its line of products and services to achieve dream skin, while Vaseline Indonesia emphasizes its key ingredients and reputation as an innovator. The concept of beauty in both nations is also reflected in the transitivity. Vaseline US encourages Americans to strive for healthy skin, while Vaseline Indonesia perpetuates the myth of ageless and bright skin. In conclusion, Vaseline's technique of differentiating linguistic elements in Vaseline advertisements based on the concept of beauty standards might be considered effective as it makes Vaseline becomes one of the biggest beauty brands.
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Gratia, A. F. D., & Andriani, M. (2025). The grammar of beauty through the language of advertisements on Vaseline US and Indonesia websites. Diglosia: Jurnal Kajian Bahasa, Sastra, Dan Pengajarannya, 8(2), 329-344. https://doi.org/10.30872/diglosia.v8i2.1169
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Brinton, L., & Brinton, D. (2010). The Linguistic Structure of Modern English. John Benjamins Publishing.
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Dennaya, I. A., & Bram, B. (2021). Language Style In Fashion Advertisements Of Online Vogue Magazine. JOALL (Journal of Applied Linguistics and Literature), 6(2), 277–289. https://ejournal.unib.ac.id/index.php/joall/article/view/14549
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Hertanti, N., & Giyana, N. G. (2025). Analisis Persepsi Konsumen terhadap Citra Merek dan Harga dalam Keputusan Pembelian Hand and Body Lotion Vaseline pada Mahasiswa. Jurnal Manajemen Dan Ekonomi Kreatif, 3(1), 229–242. https://doi.org/10.59024/jumek.v3i1.531
Hoon, L. S., Syihabuddin, S., Sudana, D., & Gunawan, W. (2023). Analisis Multimodal pada Teks Iklan untuk Mengidentifikasi Aspek Ketulusan Iklan. Diglosia: Jurnal Kajian Bahasa, Sastra, Dan Pengajarannya, 6(2), 303–318. https://doi.org/10.30872/diglosia.v6i2.579
Hornikx, J., Van Meurs, F., & Tenzer, H. (2023). Foreign languages in advertising: Theoretical implications for language-related IB research. Journal of International Business Studies, 55(2), 270–279. https://doi.org/10.1057/s41267-023-00639-6
Kamrani, P., Hedrick, J., Marks, J. G., & Zaenglein, A. L. (2024). Petroleum jelly: A comprehensive review of its history, uses, and safety. In Journal of the American Academy of Dermatology (Vol. 90, Issue 4, pp. 807–813). Elsevier Inc. https://doi.org/10.1016/j.jaad.2023.06.010
Kerl, S. (1861). A comprehensive grammar of the English language. Ivison, Blakeman, Taylor & Company.
Kesumaputri, A. P. B., Pradekso, T., & Luqman, Y. (2022). Hubungan Citra Merek Dan Tingkat Kepercayaan Merek Vaseline Dengan Tingkat Loyalitas Konsumen Hand And Body Lotion Vaseline. Interaksi Online, 10(3), 128–140. https://ejournal3.undip.ac.id/index.php/interaksi-online/article/view/34520
Kress, G., & van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design (2nd ed.). Routledge.
Kurniawati, Y. (2022). Keberpihakan Media Berita Lokal Papua dan Nasional Terkait Peristiwa Kekerasan Kiwirok 13 September 2021: Analisis Transitivitas. Metahumaniora, 12(3), 280. https://doi.org/10.24198/metahumaniora.v12i3.40013
Lastari. (2022). Transitivity Analysis of Indonesian Online-News Headlines on Education Issue: Full Day School. Journal on Studies in English Language Teaching (JOSELT), 4(1), 31–40. https://e-journal.unmas.ac.id/index.php/joselt/article/view/6162
Lenora, S. R., Tania, Y., & Tunardi, E. A. (2022). Transitivity analysis on the portrayals of Indonesian police Image by the Jakarta Post and the Sydney Morning Herald in Ferdy Sambo case. Journal of Language and Literature, 23(2), 288–309. https://doi.org/10.24071/joll.v23i2.5764
Listyawati, D. A. C., Santika, I. D. A. D. M., & Suastini, N. W. (2022). Analysis of visual signs found in vaseline advertisements. Journal of Language and Applied Linguistics, 3(2), 228–243. https://doi.org/https://doi.org/10.22334/traverse.v3i2.155
Rahmatin, D. Z., & Rusdianto, R. Y. (2024). The Influence of Brand Awareness, Brand Image, and Word of Mouth on Brand Loyalty Through Brand Trust as an Intervening Variable in Vaseline Body Lotion Consumers in Mojokerto City. East Asian Journal of Multidisciplinary Research, 3(1), 1–16. https://doi.org/10.55927/eajmr.v3i1.7723
Rajimwale, S. (2006). Handbook of linguistic terms. Sarup & Sons.
Sabaliauskienė, R., Gelūnaitė-Malinauskienė, G., & Andriuškevičienė, J. (2019). Advertising as a reflection of culture in foreign language teaching. Sustainable Multilingualism Vytautas Magnus University, 14(1), 160–195. https://doi.org/10.2478/sm-2019-0008
Sales, A. J. G., Leuterio, G. D., Lopez, L. J. S., Matinao, C. D. G., Naces, L. C., & Ramos, A. L. (2022). Advertisements and Sexism in the Philippines. International Journal of Multidisciplinary: Applied Business and Education Research, 3(9), 1664–1672. https://doi.org/10.11594/ijmaber.03.09.07
Shi, W., & Gu, Z. (2022). A transitivity analysis of the British Queen’s parliament speech. Scholars International Journal of Linguistics and Literature, 5(11), 409–415. https://doi.org/10.36348/sijll.2022.v05i11.007
The most famous skincare & cosmetics brands (Q3 2024). (2024). YouGov.
Umarela, F. H., Dwityas, N. A., & Zahra, D. R. (2020). Representasi ideologi supremasi kulit putih dalam iklan televisi. ProTVF, 4(1), 64. https://doi.org/10.24198/ptvf.v4i1.25172
Umiyati, M., & Yanti, N. P. M. P. (2022). Language Metafunction in Cosmetic Advertisement. International Journal of Systemic Functional Linguistics, 5(1), 13–22. https://doi.org/10.55637/ijsfl.5.1.4919.13-22
VanderStoep, S. W., & Johnston, D. D. (2009). Research Methods For Everyday Life: Blending Qualitative and Quantitative Approaches (1st ed., Vol. 1). John Wiley & Sons.
Vaseline Indonesia. (n.d.).
Vaseline US. (n.d.).
Yusuf, A. H. S. M., & Abas, N. M. (2024). Exploring the Impact of language in advertising on consumers’ purchase intentions: A Thematic Literature analysis. International Journal of Research and Innovation in Social Science, 8(9), 3560–3572. https://dx.doi.org/10.47772/IJRISS.2024.8090297