THE LANGUAGE OF THE ADVERTISEMENTS FOR BEAUTY PRODUCTS: A CRITICAL DISCOURSE ANALYSIS

Abstract

This paper investigates the advertisements of beauty products of the Garnier brand from a perspective of Critical Discourse Analysis, as to how language and visuals are used by advertisers in different ads to persuade customers to buy the products. This is a qualitative study that focuses on the language and visuals used by the advertiser to influence and manipulate the customers. The linguistic analysis is based on Fairclough’s “three-dimensional framework” (1995), focusing on three levels of analysis, including the text, the socio-cultural practices, and the discursive practice, and the visual analysis is based on Kress and Leeuwen’s model of visual analysis focusing on actor, goal, size of frame and camera angle given in “Grammar of Visual Design” (2006). This study indicates that companies use specific vocabulary language patterns and techniques to attract potential customers, as the language in advertisements promotes the ideology of beauty and controls the minds of readers.  Advertisers have used various techniques such as headlines, body text, a signature, a slogan, illustrations, and defining lines to catch the attention of customers. Ads are used as an influential power. The language of advertisement is used in this way to steer the minds of customers. Moreover, people in power, i.e., advertisers, use language to implement executive power over others.