Subject Discourse Analysis

Task ARGUMENTATIVE DISCOURSE

Name Suci Azani Putri
Registered Number 17178026
Lecturer Dr. Hamzah, M.A, M.M

ANALYSING AN ADVERTISEMENT BY USING TOULMINS’ MODELS

AD: POND’S FLAWLESS WHITE

TOULMINS’ MODEL

1) This ad assumes that one knows the beautiful woman is goal of women. This ad also assumes
that women want to be beautiful girl, which shows the audience that Ponds is trying to target,
women. The ad also shows the product Ponds to attract woman when ponds tell the way to
make them beautiful.
2) The ad is claiming that Ponds is the master of flawless white. By showing the woman who has
bright and white skin, it saying that the cause of her bright and white skin is ponds. It is trying
to make you believe that Ponds makes the prettiest products, no matter how pretty you are
today, you could be more beautiful than today. Ponds products will make you beautiful ever
after.
3) The reasoning/ explanation are totally clear in this advertisement. By asking what’s the secret
to be beautiful? And showing the beautiful lady one assumes that the secret is by using Ponds
product. The assumption is the beautiful lady in the advertisement can be more beautiful by
using ponds products, so you can be too.
4) There is no qualifier in this ad.
5) The warrant is also clear enough, being that women want to be more beautiful by having
bright and white skin.
6) How does the Ponds make woman beautiful? How is ponds become the master of prettier?
Somehow, the ad didn’t make me want to buy this product. First, it because seems like there
are a lots of product in aid to use to make your dream come true. Second, I don’t believe the
claims that ponds helps us to be more beautiful, what if the model of product is beautiful just
the way she is.
7) The backing to justify these claims is unobtainable. This ad was made to attract woman who
wants to have bright and white skin by using ponds product. It implies, no matter how
beautiful you are, you could be more beautiful with Ponds.