Critical Discourse Analysis of Language used in Beauty Products Advertisement in Pakistan

Abstract

This study examines the advertisements of beauty products in the light of critical discourse analysis. This study especially focuses on the language used  in fairness and beauty products such as Faiza Beauty Cream, Golden Pearl Cream and Lux Soap used in advertisements on television in Pakistan. This study explains how language is used to influence people to buy fair products. Since language is the discourse, so advertisements are taken from media discourse. Fairclough famous Critical Discourse Analysis model is used as a theoretical framework to analyze how language influences and exploits the minds of customers to achieve their selling targets. The finding depicts that the different approaches, concepts and mindsets are drawn to buy those products. The study finds that people, especially women, are approached through exaggerated manipulations in discourse. The analysis shows that ads exploit the concepts of women for getting desired and accepted fair complexion. These advertisements, such as Faiza Beauty Cream, Golden Pearl cream and lux soap, have set their ideologies and representing confidence, career, opportunity, love and marriage. The study also finds that social structures are set in discourse to control people's minds and make unrealistic beliefs for getting privilege in life.

Keywords: Discourse Analysis, Beauty Products, Faiza Beauty Cream, Golden Pearl, Lux Soap, Fairclough Model.