Diction Associative Meaning: The Case of Men and Women Face Wash Products in Indonesia

DOI: https://doi.org/10.31849/elsya.v3i2.6185
Keywords: Diction, Semantics, Associative Meaning, Gender, Face Wash Products

Abstract

This research discusses the associative meaning of dictions in face wash products for men and women. The study focuses on  the use of different dictions displayed in the product description of face wash products. The descriptions of 60 face wash products, 30 for men and 30 for women, were collected. The approach used in this research is semantic analysis. This research aims to discover the associative meanings which occur in the dictions and to find out whether they correspond with the consumer’s point of view. The result shows that the dictions used for face wash products for women give an impression of beauty for the female facial skin, such as lovely, sparkling, flawless, and pearly. On the other hand, the dictions for men’s products give an impression of strengths, such as fighter, buster, energy, and active. This leads to the conclusion that the dictions in face wash products for women are related to ideal physical characteristics of female skin. As for men’s products, the dictions are related to general characteristics of being an active man.

Downloads

Download data is not yet available.

Author Biographies

Riri Rachmah Riani, UIN Syarif Hidayatullah Jakarta, Tangerang Selatan, Indonesia

Riri Rachmah Riani is a master student at the Department of English Education, Universitas Islam Negeri Syarif Hidayatullah, Tangerang Selatan, Indonesia. Riri completed her undergraduate degree from Universitas Islam ‘45’ Bekasi, Indonesia, in the Department of English Literature, especially choosing Linguistic program from the Bachelor Art of Degree. Riri ever joined in a national debate competition in 2017. Currently, she works as translator and project support controller at a private company in Indonesia in which her main role is translating technical documents from English to Indonesian or vice versa. Additionally, Riri also works as an English tutor in an English community.

Didin Nuruddin Hidayat, UIN Syarif Hidayatullah Jakarta, Tangerang Selatan, Indonesia

Didin Nuruddin Hidayat is a senior lecturer and Head Department of English Education, UIN Syarif Hidayatullah Jakarta, Indonesia. He also serves as Coordinator for 5000 Doktor Scholarship, Ministry of Religious Affairs. He obtained his master degree in TESOL and Ph.D degree in Education from University of Canberra Australia. Didin’s research interests are on English teacher education, digital technology for English learning, linguistics and teacher quality. He has published some papers in national and international journals. Also, he has acquired extensive experience in presenting his research papers at international conferences in both Indonesia and overseas.

Alek Alek, UIN Syarif Hidayatullah Jakarta, Tangerang Selatan, Indonesia

Alek is Associate Professor in English Language Education in the Department of English Education, Faculty of Educational Sciences, UIN Syarif Hidayatullah Jakarta, Indonesia. Alek works in the area of language teaching methodology and English language education, discourse analysis, and linguistics. Alek was awarded a scholarship by the Ministry of Education of the Republic of Indonesia to pursue a postdoctoral program at the Ohio State University (OSU), Columbus in the United State of America (USA, 2011). He has been teaching more or less 19 year, and he has authored, published, and continues to write several books: (1) English in Real Situation: Cara Efektif Membangun Percakapan Praktis, Dialog, Meeting Club (2) Linguistik Umum (3) Bahasa Indonesia untuk Perguruan Tinggi; (3) English in Real Situation: Cara Efektif Membangun Percakapan Praktis, Dialog, Meeting Club;  (4) Classroom Acton Research dalam Pendidikan Bahasa: Teori, Desain, Praktik.

Published
2021-06-27
How to Cite
Riani, R. R., Hidayat, D. N., & Alek, A. (2021). Diction Associative Meaning: The Case of Men and Women Face Wash Products in Indonesia. Elsya : Journal of English Language Studies, 3(2), 86-93. https://doi.org/10.31849/elsya.v3i2.6185
Issue
Vol. 3 No. 2 (2021): Elsya : Journal of English Language Studies
Section
Articles
An author who publishes in Elsya : Journal of English Language Studies agrees to the following terms:
  • Author retains the copyright and grants Elsya Journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal
  • The author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgment of its initial publication in this journal.
  • The author is permitted and encouraged to post his/her work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
Read more about the Creative Commons Attribution-ShareAlike 4.0 Licence here: https://creativecommons.org/licenses/by-sa/4.0/.
Abstract viewed = 422 times
PDF downloaded = 495 times