Representation of Women in Beauty Advertisement: Presupposition Analysis on PondsArabia Instagram Account
Keywords:
Advertising, Women’s Beauty, Social Media, PresuppositionAbstract
This study analyzes the representation of women's beauty in beauty product advertisements on the @PondsArabia Instagram account through Yule's perspective presupposition study approach. Beauty advertisements have become construction producers in society. Beauty advertisements widely influence people's perception of beauty standards, especially among Middle Eastern women. Advertising is one of the strategic ways to promote beauty products, especially on the Instagram platform. This study uses a pairing method that compares intralingual with extralingual and content analysis to identify and examine the presuppositions in the @PondsArabia advertising narrative. In addition, this research uses content analysis to answer the problem of presupposition in advertisements. The results show four presuppositions: existential presupposition, lexical presupposition, factual presupposition, and structural presupposition. Lexical and existential presuppositions dominate the ad, implicitly implying a particular beauty problem and offering the product as an ideal solution. The beauty standards promoted prioritize fair, smooth, and blemish-free skin, reflecting the strong influence of global beauty standards often combined with traditional elements. This study concludes that @PondsArabia advertisements reflect modern beauty standards and help shape consumer perceptions of the ideal beauty image in the Middle East. However, the perception of beauty standards in the Middle East cannot be separated from Western culture.
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