Critical Analysis of Fairness Products Advertisements

Abstract

The present study entitled Critical Analysis of Fairness Products Advertisements is an effort to analyse the visual representation and designs of the advertisements which are used in fairness products ads. Van Leeuwens theory of multimodality, social semiotics and discourse analysis is taken as an analytical framework to analyse fairness product ads. This study used hundred fairness products ads as samples which were published in different Nepali newspaper, magazines and TVCs channels. This study used purposive sampling procedures and data were collected by using observation as a major tool. In this study data were analysed and interpreted critically. The findings suggest that text influence the consumers through their artificial and catchy languages. The ad maker uses various colours like pink, green, yellow, white, blue, orange and so on in the ads to attract the consumers. Furthermore ad maker used different designs, models images, products images, background music, celebrities, settings which helps to product unexpected designs of ads. TVCs of fairness product for men and women influence consumers by showing black skin colour changed into white after using fairness products. They showed the way of success, love and attraction in the ads after using such products. The consumers do not get influenced by the use of language, designs, setting of visual in TVCs ads before using any kinds of products.

This research consists of five chapters. The first chapter deals with background of the study, statement of the problem, objectives of the study, research questions, significance of the study, delimitations of the study. The second chapter deals with related theoretical literature review, empirical literature review implications of the review and the conceptual framework. The third chapter deals with methodological part of the study. It consists with research design, sample and sampling procedures, sources of data, data collection tools, data collection procedures, and data analysis and interpretation procedures. The fourth chapter deals with analysis and interpretation of data. And the chapter five deals with findings, conclusions and recommendations of the study.