Asian Research Journal of Arts & Social Sciences

Beauty consumers are currently promised to satisfy their needs by interpolating capitalist ideology in The Body Shop's advertising discourse on digital media, which can eliminate Reason in fulfilling requirements. This research was conducted to examine the interpellation of capitalist ideology in exploiting consumers' beauty needs, consumers to process the interpellation of capitalist ideologies to fulfill apparent beauty needs, and the emancipation process to free these consumers. The research found that the interpellation of capitalist ideology in The Body Shop's advertising discourse on digital media to exploit consumers through preconditions of pleasure, exploitation of instincts, alienation, and sublimation of concern, sublimation for transformation, separation, and discrimination of real needs; in the way of shaking logic, manipulative messages, promising the pleasures of beauty necessities. Each consumer responds to the interpellation of capitalist ideology in different dimensions: 1) Two-dimensional consumers maintain rational and irrational reasoning to meet their real needs, 2) One-dimensional consumers only use illogical reasoning to fulfill apparent needs, 3) Consumers with metamorphosis dimensions with superficial needs. For this reason, a new size is needed in the digital communication era, namely "Three Dimensional Consumers: Combine rational reasoning, irrational reasoning, humanist communication media, so that consumers meet their true humanist and transcendent needs.