Analysis of Genderlect Styles Used in English Skincare Product Advertisements in Instagram Captions

Fayza, Diva Refira (2025) Analysis of Genderlect Styles Used in English Skincare Product Advertisements in Instagram Captions. S1 thesis, Universitas Andalas.

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Abstract

This study examines the gender language used in English skincare product advertisements for women and men in Instagram captions. This study aimed to analyze the used of gender language features and genderlect styles in skincare product Instagram captions. The purposive sampling method was applied for the data collection in this research. The data was taken from three selected skincare brands, Garnier, Ponds, and Nivea in Instagram captions that are posted in 2024. The theory of Coates (2003) Men’s Talk and Lakoff (1975) Feature of Woman’s Language is used to analyze the language features in the Instagram captions and (1990) Genderlect Styles theory is also applied to analyze the types of communication styles used in the Instagram captions. Through the analysis of 160 Instagram captions from Garnier, Ponds, and Nivea, five features of men’s language were identified with constructing masculinity (62%) emphasizing the importance in men’s skincare promotion. On the other hand, there are seven features of women's language were identified, with empty adjectives (29.7%) being the most common, followed by intensifiers (19%). The genderlect styles that identified are 131 captions reflected rapport talk and 29 captions used report talk. The analysis reveals that these skincare brands typically employ gender-based communication styles in their Instagram captions to target their audiences effectively.

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