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CRITICAL DISCOURSE ANALYSIS OF LANGUAGE AND VISUALS IN BEAUTY ADVERTISEMENTS

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04 Pages : 37-43

http://dx.doi.org/10.31703/gdpmr.2022(V-II).04      10.31703/gdpmr.2022(V-II).04      Published : Jun 2022

Critical Discourse Analysis of Language and Visuals in Beauty Advertisements

Abstract

    Language and the function it performs in producing meaning is one of the main aims of critical discourse analysis. Discourse analysis deconstructs social practices to examine the ways in which information is conveyed. In this regard, advertisements play a significant role in influencing ideologies. This paper aims to analyze the ideology of "beauty standards" portrayed in different advertisements for popular beauty products. This study is based on Norman Fair clough's three-dimensional model of CDA, which examines how the advertiser's use of language and visual representations of such beauty products attract and manipulate women. The analysis also discusses the ways in which such companies in power present the stereotypical view of beauty associated with"whiteness" and presents it as something essential to living a better life,thus controlling the minds of people.

    CDA, Advertisements, Ideology, Beauty, Language, Visuals

    (1) Laraib Saeed
    Student, Department of English, National University of Modern Languages, Islamabad, Pakistan.
    (2) Shaista Irshad Khan
    Assistant Professor, Department of Education, Abdul Wali Khan University, Mardan, KP, Pakistan.
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References

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Cite this article

APA

CHICAGO

    CHICAGO : Saeed, Laraib, and Shaista Irshad Khan. 2022. "Critical Discourse Analysis of Language and Visuals in Beauty Advertisements." Global Digital & Print Media Review, V (II): 37-43 doi: 10.31703/gdpmr.2022(V-II).04

HARVARD

    HARVARD : SAEED, L. & KHAN, S. I. 2022. Critical Discourse Analysis of Language and Visuals in Beauty Advertisements. Global Digital & Print Media Review, V, 37-43.

MHRA

    MHRA : Saeed, Laraib, and Shaista Irshad Khan. 2022. "Critical Discourse Analysis of Language and Visuals in Beauty Advertisements." Global Digital & Print Media Review, V: 37-43

MLA

    MLA : Saeed, Laraib, and Shaista Irshad Khan. "Critical Discourse Analysis of Language and Visuals in Beauty Advertisements." Global Digital & Print Media Review, V.II (2022): 37-43 Print.

OXFORD

    OXFORD : Saeed, Laraib and Khan, Shaista Irshad (2022), "Critical Discourse Analysis of Language and Visuals in Beauty Advertisements", Global Digital & Print Media Review, V (II), 37-43

TURABIAN

    TURABIAN : Saeed, Laraib, and Shaista Irshad Khan. "Critical Discourse Analysis of Language and Visuals in Beauty Advertisements." Global Digital & Print Media Review V, no. II (2022): 37-43. https://doi.org/10.31703/gdpmr.2022(V-II).04