Apologize Speech Act Strategies in Official Statements by Local Beauty Brands ‘ESQA’ and ‘Rosé All Day’ Following the Boycott Controversy

Authors

  • Farida Nurul Ariani Universitas Sebelas Maret Indonesia
  • Mibtadin Universitas Negeri Sebelas Maret Indonesia

DOI:

https://doi.org/10.31503/madah.v17i2.1352

Keywords:

Apology, Speech Acts , Boycott Issue, Pragmatic

Abstract

Local beauty brands ESQA and Rosé All Day have faced public calls for a boycott due to their alleged pro-Israel affiliationt. The emergence of this issue led both brands to release official statements clarifying and apologizing for the public’s disappointment. This study aims to identify and analyze the apology strategies used by both brands to save their reputations and restore their public image. Using a descriptive qualitative approach, data were collected through observation and note-taking. The data then analyzed using Trosborg’s (2011) theory on apology speech act strategies. The results reveal that despite facing significant public backlash, both brands still employ very basic apology strategies. This phenomenon suggests that apologies are no longer a reflection of sincerity but merely a strategy to appease the public. This study highlights the importance of public criticism in distinguishing between the sincerity of an apology and the formalities of business damage control.

References

Anshori, D. S. (2018). Tindak Tutur Ekspresif Meminta Maaf pada Masyarakat Muslim melalui Media Sosial di Hari Raya. LINGUA (Jurnal Bahasa, Sastra, Dan Pengajarannya), 112–125. https://doi.org/10.15294/lingua.v14i2.15164

Falentina Jenita Mbeleng, & I Made Yogi Marantika. (2023). Apology Strategies Used by Characters in Yes Day Movie. Austronesian: Journal of Language Science & Literature, 2(1), 9–20. https://doi.org/10.59011/austronesian.2.1.2023.9-20

Farhan, W., & Pradipta, B. (2024). An Analysis of Apology Strategies Used by Characters in Inside Out Movie. UNCOLLCS: PROCEEDING RESEARCH ON LITERARY, LINGUISTIC, AND CULTURAL STUDIES, 3(1). https://doi.org/10.30996/uncollcs.v3i1.4625

Firman Fakultas Ekonomi dan Bisnis Islam UIN Abdurahman Wahid Pekalongan, M. K., Abdurrahman Wahid Pekalongan Jl Pahlawan Km, U. K., Kajen Kabupaten Pekalongan, R., & Tengah Indonesia, J. (2024). Strategi Public Relations Unilever Indonesia dalam Menjaga Reputasi Pasca Isu Boikot Pro-Israel. 2(6), 171–178. https://doi.org/10.61722/jiem.v2i6.1319

Haristiani, N., & Sopiyanti, A. (2019). Analisis Kontrastif Tindak Tutur Meminta Maaf Dalam Bahasa Jepang Dan Bahasa Sunda. Jurnal Lingua Idea, 10(2), 131. https://doi.org/10.20884/1.jli.2019.10.2.2159

Leech, G. (2016). Principles of Pragmatics. Routledge. https://doi.org/10.4324/9781315835976

Maruti, E. S. (2021). AN ETHNOPRAGMATICS STUDY OF APOLOGIZE SPEECH ACTS IN JAVANESE (KAJIAN ETNOPRAGMATIK TINDAK TUTUR MEMINTA MAAF DALAM BAHASA JAWA ). Gramatika STKIP PGRI Sumatera Barat, 7(2). https://doi.org/10.22202/jg.2021.v7i2.4731

Nazahra, G. N. (2024). Analysis of public responses to political controversies in the beauty industry: A case study of Rose All Day and Esqa Brand owners in support of Israel. Gema Wiralodra, 15(1), 350–354. https://doi.org/10.31943/gw.v15i1.630

Piantari, L. L., Bawarti, E., & Ariiba, A. A. (2025). Praanggapan dan Tindak Tutur Meminta Maaf di Media Sosial. Prosiding Seminar Nasional Pemberdayaan Masyarakat (SENDAMAS), 4(1), 128. https://doi.org/10.36722/psn.v4i1.3528

Searle, J. R. (1969). Speech Acts. Cambridge University Press. https://doi.org/10.1017/CBO9781139173438

Trosborg, A. (2011). Interlanguage Pragmatics. DE GRUYTER MOUTON. https://doi.org/10.1515/9783110885286

Downloads

Published

2026-10-29

How to Cite

Ariani, F. N., & Mibtadin. (2026). Apologize Speech Act Strategies in Official Statements by Local Beauty Brands ‘ESQA’ and ‘Rosé All Day’ Following the Boycott Controversy. Madah: Jurnal Bahasa Dan Sastra, 17(2), 214–223. https://doi.org/10.31503/madah.v17i2.1352

Issue

Vol. 17 No. 2 (2026): Jurnal Madah

Section

Articles

License

Copyright (c) 2026 Farida Nurul Ariani, Mibtadin

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

The author who published an article in the Madah journal has agreed on the following points.

  1. Author retain copyright and grant the journal of first publication with the work simultaneously licenced under Creative Commons Atribution Licence (CC BY-NC-SA 4.0) that allows other to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are allowed to publish articles that have been published by the Journal of Madah through separate contractual agreements for non-exclusive dissemination (e.g, placing them into an institutional repository or publishing them in a book) by keeping the first issue in the Madah journal.
  3. Authors are permitted and encouraged to disseminate their work in cyberspace (e.g, in institutional repositories or author pages) before and during the submission of the text document as it can support productive exchange of earlier and broader credits.