Beauty Product Advertisements: A Critical Discourse Analysis

Beauty Product adverts A Critical talk AnalysisBeauty Product Advertisements A Critical Discourse AnalysisABSTRACTThis news report deals with the study of advertisements about different dish aerial products from critical conference analysis perspectives this look in the main concern with the use of lyric poem in the beauty product advertisements and how these ads influence the costumers. This study is basically focused on Faircloughs three dimensional frame works. A qualitative research was conducted on the beauty product advertisements of famous beauty products. The main reason to choose this topic was my interest in English language and advertising, for the most die from linguistic point of view. I go advertising language fascinating thitherfore, I want to discover its principles, strategies and structure of creative writing and grammatical structures. advertizing has become the part and parcel of present-day life. From everywhere around us, advertisements of different t ypes attack our privacy. In spite of it, there is an getive power, which is able to control the consumer an nonvisual voice of advertisement advocates, encourages, asks, announces and deeply embeds into peoples minds.INTRODUCTIONAdvertising is an inevitable part of our modern capitalist consumer society whose outstanding feature is its competitive fight. advertising is not some external curiosity which we examine, from which we be separate and superior, but something of which we are part, and which is part of us (Cook 1996 182).Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually performed by an identified sponsor. Marketers impose advertising as part of an overall promotional strategy. (http//www.wikipedia.org/)The American Heritage Dictionary says that the advertising isThe activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.The business of designin g and writing advertisements.Advertisements considered as a group This paper takes no advertising.Advertisement is a concrete manifestation of advertising a paid public announcement appearing in the media. (http//www.motto.com/glossary.html)Another definition of advertising is according to the Investor actors line glossaryDescription or presentation of a product, idea, or organization, in order to induce individuals to buy, support, or approve of it.(http//www.investorwords.com/129/advertising.html)METHODOLOGYAdvertisements are seen as media discourse as they involve language and social processes.Hence fair Cloughs framework is used to show the link between the nature of social coiffure and the properties of language texts. Beauty product advertisements in English Language were analyzed. The taste which I have taken for my research are the several international beauty brands named as LOreal, Olay, Garnier, Himalaya, Dove, Vaseline, Lancme I have taken some ads of these two brands on different products. The data analysis is based on Fair Cloughs Critical Discourse Analysis framework (2001). Hence this framework is used to show the link between the nature of social practice and the properties of language texts. His three-dimensional framework includes a conception of discourse as text (micro level), discourse practice (meso level) and socio cultural practice (macro level). Its aim is to explore the relationships among language, ideology and power and to find out how advertisers persuade the women to buy their products. Thus, this study focused on analyzing the linguistic features of beauty product advertisements and highlights how the use of language tends to influence women beliefs based on the capability of the advertisements.Literature reviewCook (1992, p.5) states that advertising is a famous discourse type in practically all fashionable societies, and we live in a society where it is already well established_ or rapidly gaining ground. The important dis tinguishing feature of ad discourse is its function, because this is always to convince people to buy a particular product. But, this is not the only function.According to Durant Lambrou (2009, p.93), at the same time, advertising conveys information, so that consumers know what is available, who makes it, and where and how they can get it.FEATURES OF CONTEXT IN ADVERTISING DISCOURS E1 .Substance (physical material of ad)2. Music and pictures3. Para language (voice, gestures, type and size of letters, etc.)4. Situation (the properties and relations of objects and people in the vicinity of the text, an sPerceived by the participants)5. Co-text (text which precedes or follows that under analysis)6. Inter text (text which the participants perceive as belonging to other discourse but whichThey associate with the text under consideration, and which affect their meter reading)7. Participants senders, addressers, addressees and receivers.8. Function (what the text is intended to do by t he senders and addressers, or perceived toDo by the receivers and addressees)(Cook, 19921-2)ANALYSISTextual analysisThis portion of my research deals with the philology features of the advertisements to be analysed.At this level we analyze vocabulary, syntax and rhetorical devices use in the ads to be analyzed. In the study there was a great use of learn talk in the advertisements. The use of the second-person personal and possessive pronouns such as you and yours seek to address the readers directly and personally. When people are addresses individually rather than as part of group viewers, it is considered highly valued. This handling of people on an individual basis is referred as synthetic personalization (Fairclough, 198962).The ads which I have taken for my research mainly used direct address. Examples are given belowBecause youre worth it (LOreal)Open up to your beautiful potential (Olay)Why do you want to learn Vaseline spray? (Vaseline spray)Can your embody wash nourish this deeply? (Dove)Keep your skin pure.(Himalaya)Love your lips.( Lancme)Tired of whitening promises? We have proof (Vaseline)In the advertisements there are also questions forced to the readers to create a personal relationship to engage with the readers.Can your body wash nourish this deeply? ( dove body wash ad )Is your volume true? Or false? (cover girl mascara ad)By using questions and imperatives the advertisers are trying to create a closer impound with the readersAnother type of policy to simulate everyday way is the use of disjunctive syntax, that is, sentences without verbs or subjects. These sentences consist of one or two grammatical items only. Examples areTake care (Garnier)24 hours of care (Vaseline)The other important strategy which advertisers use in their ads is use of demonstrable adjectives to manipulate the customers. There are the positive adjectives which were use in those ads which I have taken for analysis these areVibrant, True, Beautiful, Fairness, Pure , Soft, Clear, High Potency, Anti aging, Luxury, long wear, Beauty, Moisture, Touchable soft.Negative adjectivesSome negatives adjectives are also used in the ads. These areMess, Oily skin, Dark spots, Crows feet ,forehead wrinkles, laugh lines, brightness, evenness, Dryness, Dullness, Neck slackening, aging, Dark spot, lines and wrinkles, open pores uneven skin tone.The use of pronouns in advertisements helps create a friendly atmosphere to persuade the audience. It creates a positive and friendly environment between customers and advertiser. Examples of pronouns in the beauty product advertisements in this study areKeep your skin pure.Purifies to give you naturally skin.Love your lips.Aura is our science.The skin tone of your dreams.Advertisers also use technological and scientific words to attract readers. By using such words they hope to imitate an image of professionalism and advancement in technology. In order to impress the consumers, advertisers prize to scientific words an d information to create an impression that they are new with technology. The followings are extracts from the commercials in this study.Protects skin from UV rays with SPF-18, preventing skin dullness and melasma.with 100% herbal activities of neem.For naturally soft and clean skinAdvertisers use different techniques to make their advertisements more attractive .the main technique which advertisers use in beauty products advertisement is the use of metaphors.In the ads metaphors are used such asnew cats eyes mascara adlife is a fairy tale face wash adThe bribery is another skill to attract the customers to the productSuch asBuy one get one freeGet a free sample shop it now.Get a chance to buy a free bottle.The use of numbers in an advertisement is a technique to catch the attractive force of customers towards the product.For example in following advertisements.24 hours of care (Vaseline)200 % more volume zero clumps(mascara ad) moisturizing cream hydrates skin (dove)Get up to 2 tones fairer in just 7 days.(garnier)6 hours high potency lip color (Lancme lipstick)100% black 100% bold (LOreal mascara)Fight 15 signs of ageing (LOreal )The uses of absolutely slogans make it easy for people to remember the brand, the product and the message. For exampleGo fresh (dove)Take care (garnier)Feel it, wear it ,love it (LOreal)Love your lips ( Lancme)ReferencesCook, G. (1992). The Discourse of Advertising. 5. capital of the United Kingdom Routledge.Durant, A. Lambrou, M. (2009). Language and Media.93. London Routledge.Cook. (1992)The Discourse of Advertising. Londons Routledge and Kegan Paul