Language and Colorism: Beauty Ideologies in Glutathione Capsule Advertisements on TikTok

TikTok advertisements for glutathione capsules significantly influence societal beauty standards, particularly those tied to colorism and the privileging of lighter skin. This study examined how language and visual texts in TikTok advertisements perpetuate beauty ideologies that align lighter skin with attractiveness, social status, and personal success. A qualitative design was employed, utilizing Critical Discourse Analysis (CDA) as the primary framework. Five TikTok advertisements were analyzed for recurring linguistic and visual strategies, while semi-structured interviews were conducted with three participants aged 18 to 30 who had been exposed to these ads. The study yielded six themes: linguistic framing of beauty ideologies in TikTok advertisements, discursive practices in marketing and advertising, visual representation of fair skin ideals, psychological and behavioral impacts of beauty narratives, TikTok as a medium for amplifying beauty ideologies, and systemic colorism and socio-cultural implications. These findings revealed that the advertisements subtly reinforced colorist narratives through strategic messaging, framing lighter skin as superior while promoting products as essential solutions. The results underline the role of media in embedding exclusionary beauty ideals into consumer perceptions. The study recommends the adoption of inclusive advertising practices, enhanced media literacy education, and policy interventions to mitigate the harmful effects of colorist advertising.