Citical Analysis Of Beauty Product Advertising Discourse In Magazine

Abstract

This study is entitled as the Critical Analysis of Beauty Product Advertising Discourse in Magazine.The aims of this study were to analyze the linguistic features of beauty product advertisements on magazine, to critically examine the women’s positioning in beauty product advertisement from feminist point of view and to suggest some pedagogical implications.A qualitative research design was employed to study beauty product advertisements in women’s magazines. The data of this studyincluded100 beauty product advertisements published in women’s magazine. The analyzed data were focusing on linguistic features of the beauty product advertisements, discursive strategies used on beauty product advertisement and power and ideology in the beauty product advertisements by using three folds analytical framework developed by Fairclough.From the analysis of collected data, it has been found that the advertisers employed their ideology and maintained power through the use of different linguistic features.The study showed that the advertisers used scientific evidence, celebrity endorsement, partition of pictures, use of motive words, use of puffery, use of association, self-representation to represent the identity of women. The study showed still women are taken as a symbol of representation in media discourse. The present study includes five chapters. The first chapter deals with introduction including background of the study, statement of the problem, objectives of the study, research questions, significance of the study, de-limitations of the study and operational definitions of the key terms. Chapter two deals with review of related literature and conceptual framework which consists of review of related theoretical literature, review of related empirical literature, implications of the review for the study and conceptual framework. Chapter three deals with methods and procedures of the study including design of the study, population, sample and sampling strategy,research tools, sources of data, data collection procedures, data analysis and interpretation and ethical consideration. Similarly, chapter four deals with analysis and interpretation of data. Likewise, chapter five deals with conclusion, and implications. Finally, the references and appendices are included at the end of this work respectively.