Strategi Intentionality dan Acceptability dalam Wacana Iklan Digital: Studi Kasus Produk Kosmetik Wardah di Media Sosial

Abstract

This study investigates the strategies of intentionality and acceptability within the digital advertising discourse of Wardah cosmetics on Instagram. Using a textual–pragmatic discourse analysis approach, the research focuses on how verbal advertising messages are strategically crafted to achieve communicative goals and how audiences respond to these messages actively. Data were collected from 50 official posts by @wardahbeauty over a three-month period and 200 top comments per post as representations of audience reception. Findings from the intentionality analysis reveal the consistent use of persuasive diction such as “bright,” “radiant,” and “halal,” which appear approximately four times per post. More than 85% of captions contain direct calls to action (“Let’s,” “Be brave”), while dangling phrases like “the secret to Korean glowing skin” function to create implicatures that stimulate curiosity. These verbal features construct a brand narrative that is aesthetically uplifting, spiritually grounded, and emotionally resonant. Meanwhile, the acceptability analysis indicates diverse audience responses. Around 55% of comments demonstrate full acceptance of the promotional message, 30% show partial acceptance accompanied by constructive critique, and 15% express outright rejection of perceived beauty standards. These results highlight a dynamic interplay between the producer’s communicative intent and the audience’s interpretation, influenced by individual beliefs and social context. The study finds a positive correlation between the density of persuasive elements and the degree of audience acceptance, although overly ambiguous messaging may provoke resistance. Ultimately, this research concludes that digital advertising discourse functions as an interactive space in which meaning is simultaneously produced and negotiated. By integrating textual analysis and audience reception, this study contributes to applied linguistic research in advertising communication and offers a comprehensive framework for examining how meaning is constructed, delivered, and contested within the social media landscape.