POLITENESS STRATEGIES USED IN INDONESIAN AND AMERICAN BEAUTY PRODUCT ADVERTISEMENTS

Abstract

The purpose of this research is to examine the politeness strategies used in Indonesian and American advertisements, especially in beauty product advertisements in each country. The objective of this research is to find out the differences of the politeness strategies employed in Indonesian and American beauty product Advertisements. The researcher used a theory proposed by Brown and Levinson regarding Politeness strategy. The method used in this research is a descriptive and qualitative method. Note taking is used as the instrument to get the valid data. The fundamental difference between Indonesian advertisements and American advertisements is the strategy that the advertisers used. The best strategy in Indonesian advertisement is Bald on record, while in American advertisement is positive politeness strategy.