Professional Documents
Culture Documents
1. Introduction
social. Sources on social media became a younger medium that became one of the
places to get information. The role of the media is also to help the community to
highlight the culture and norms of the culture itself. Some companies use ads to
nominate cultural values to society as well as their own ideology and beliefs. Ads
are targeted to achieve specific goals. Manufacturers use several tools to achieve
their targets. For example women are very enthusiastic about watching dramas
and reading magazines so they go For print media Language and Visual
There are so many beauty ads that are recommended to women from
body they must have and in beauty advertisements always present an ideal "ideal"
deluded consumers subtly and manipulated consumers to get them to buy the
Fair & lovely is the most popular beauty product among modern society.
This task analyzes from all aspects of this product which is why this product is so
popular among the people. This product is widely excluded and used in 2007 and
was very popular at the time. In those days, people were very relaxed and treated
fairly without any complex inferiority when using these beauty products.
advertising 'fair & lovely'. Fair & lovely is a beauty product that is very famous
among women and no doubt on this product some men also use it. In this lesson
will explore how advertising presents identity, visual, text and ideology specific
to promotional advertisers and how they manipulate the brains of women. How
they use dominant models and models are required to use a particular language
and how this language can manipulate women's beliefs. For analysis, this
2. Hypothesis
3. Research questions
1) What are the textual features in the beauty products of Fair &lovely?
2) What are the key aspects of the socio-historical conditions that carry out these
formations?
3) What are the discursive feature present in the advertisement of Fair &lovely?
4. Objectives of the study
language.
5. Delimitation
The advertisements of fair & lovely are only used data comprising of five
advertisements.
6. Literature review
society and discourse, text and context, power and Language (Luke, 1995/1996,
Habermas, (1977) claims “any language is used for social force and domination.
And being a researcher, I totally agree with this point of view where ever we lived
power.
6.1 Fairclough CDA Model
and power.
Faircolough (1989, 1995) gave his model for CDA analysis and this
model consists of three dimensions all these dimensions are interrelated with
each other.
b. The methodology on the basis of which we can receive and produce text
aspect.
c. All the conditions which are the key aspects of the socio-historical
b. Processing analysis(interpretation)
definition. He said in his model that all languages are part of social practice.
(Fairclough 2001) are also analyzed in a data given below. Margret (2005) use
political economy which means that the analysis of ESL texts lies well within
7. Esearch methodology
direct practice to society and through 'text'. The goal is to explore the
relationship between language, ideology and strength and to find out how
advertisers convince women to buy their products. The present study falls into
the realm of mixed method research. The purpose of this study is to explore
particular image.
8. Data
Phase 1
beauty in about 6 weeks and help a beautiful girl and realize their dream to
carry out the wedding with a beautiful face. Not a few television ads based on
Phase 2
Changing destiny
expand consumer fraud. Not only in the city but they started targeting rural
girls and convincing rural girls to use the products they produced and making
the rural girls believe that their products were faster at work than home-made
solutions.
Phase 3
At this stage, the ads served really change the way the language is
used and the language it uses more pours emotions to manipulate its
customers.
Beautiful........always
aging fair &lovely is specially formulated for mature skin with revitalizing
Fair & lovely Night fairness treatment for double action fairness.
CHAPTER II
1. Analysis
In fair & lovely ads use second person pronouns using hidden models
and they use a mirror that shows the process naturally. Advertising in the
media builds discourse by showing changes to the face and making the
audience confident and confident with the ad. In the language used for the
second person pronoun, the audience does not realize the second person's
pronoun is replaced "you, us, and others". The products they offer present the
experience and outlook of every layman and they also use pronouns to build
For Example: “Every time you use it, you get fairness....Ready to take
“Every time you use it, you get fairness....Ready to take a fairness bet
with us?” (Fair & lovely is a product of “Unilever” but the company and
major actor hides themselves under the logo on product and pronouns). In the
beauty advertisements, common pronoun such as “you”, “your” and “we” are
common. The use of first and second person pronoun indicates as that
advertiser and company is making promises which are sincere and honest. The
them confidence.
phrases without verb and subjects, such as; “Beautiful always,” “Not just a
evidence, tools that affect consumers' daily life, demands and skin problems
and weaknesses.
interpretation is Positive and they build their place in the community and
promote their brand using such devices And Logos brand that a particular
Interesting model drawing. And complete procedures that step by step from
darkness to justice make a woman happy about producing and evoking the
feeling of being the ideal person in it as well. Good other. Feature is the use of
challenges because we are confident, and big money as a reward is the best
The way they convey the intonation to the society is very fit among
the people and they also managed to build a special discourse in the
community.
2. Findings
In this task focuses on fair & lovely language so that the owner of this
This assignment studies the use of the language used by this specific
brand and makes this product increase the number of users. Apparently in
on sales.
Features used in Fair & lovely advertisements such as Nomination, use
of nouns, not verbs and scientific evidence, emotive words, Switching code,
1. Conclusion
The purpose of this task is to analyze beauty products "fair & lovely" to
see the representations that exist and how producers manipulate the ideology of
women.
analysis, it can be summarized most clearly The theme in advertising is the ideal
The findings indicate that women will look more beautiful with wrinkle-
free eyes, without scars. And for all these purposes only Fair & lovely is perfect
and the desired product. Fairclough's 3 The dimension model explains the
Asma Iqbal, Malik Haqnawaz Danish, Maria Raja Tahir (2014) International
Fairclough, N. (2001) Language and Power (2nd ed.). Essex: Pearson Education
Limited.
Fairclough, N. (2001b) Language and Power (2nd ed.). London, UK: Longman.
Tampere: Vastapaino.
Van Dijk, T.A. (1993). Elite Discourse and Racism. London: Sage Publications.
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