Advertising and Beauty Product Advertisements Essay

This contract examined dish antenna advertisements in topical anesthetic side of meat magazines from a Critical Discourse compendium perspective. This field of battle mainly cogitate on the use of terminology in apricot advertisements and strategies utiliseed by advertisers to parry and influence their customers. The synopsis is based on Faircloughs cubic framework. It demonstrates how the political theory of beauty is produced and reproduced by advertisements in popular local womens magazines. A qualitative interrogation was conducted on beauty ingathering advertisements in two popular local womens magazines, Cleo and Womens Weekly.The findings indicated that advertisers use motley strategies to put off women. The advertisements promote an exemplarised lifestyle and manipulate readers to a au whereforetic extent into believing whatsoever that is advertised is indeed true. This study revealed how the ideology of beauty is constructed and reconstructed through ma gazines by stereotyping how beauty reapings atomic number 18 identical with a better life. Advertising style is used to control mickles minds. at that placeof population in power (advertisers) use address as a means to exercise control over others.Keywords CDA, advertisements, power, manipulate 1. Introduction The stiff competition in extracting potential customers has forced advertisers to employ vigorous advertizing strategies techniques such as, construct a problem that tramp only be solved by using their products. Similarly, beauty product companies advertise their products to convince women. Magazines be a good example of a powerful media which regularly reach a vast number of women. The local English run-in magazines are constantly flooded with beauty product advertisements.Some of them provide quite a lot of information such as, the background of the product, its effectiveness, feedback or testimonies by celebritys or women who cede used the product, price, an d so on whereas some are kinda short circuit and condensed. These advertisements tend to manipulate readers to a certain extent into believing whatever that is advertised is indeed true. The major stakeholders in advertising are the manufacturers, consumers and advertising agencies. Advertisements reach prohibited to consumers through various media such as internet, radio, television, magazines and newspapers.In order to ensure that advertisements are able to reach the target group, advertisers pack to select the right medium. For instance, if the target group is the generation Y group, then internet would be the best source as many preadolescent sight today go online when purchasing products be it clothes, gadgets, books and so on. As print media such as magazines can reach some(prenominal) youth and old alike, advertisers or manufacturers of products take opportunity to promote their product through this media. Visuals and wrangle in the advertisements play a pertinent rol e to attract women. The next section will discuss on the role of language in advertising.Cook (2001) points out that advertisements inform, persuade, remind, influence and perhaps change opinions, emotions and attitudes. In other words, his contention is that advertisements do non only sell products tho change society and make people buy things they do not want or need. He also feels that advertisements do give warnings or information to people. Hence, advertisements can help create awareness, construct identities and attitude. There are many advertisements in womens magazines that advertise beauty products influencing women and 61 www. ccsenet. org/ butt Asian Social Science Vol. 9, No.3 2013 beauty has become an absolute ghostlike imperative for women, thus pressuring them to do their best to hold their beauty (Baudrillard, 2005). The ideal women is stereotyped through visual and textual aspects of the advertisements. Advertisers use visual and linguistic means to persuade thei r audience. It is argued that advertising is the most influential institution of culture in modern society (Jhally, 1995). This scenario has brought into perspective on how people who are in control of advertisements manage to exercise their power and at the aforementioned(prenominal) time manipulate womens beliefs.Lau and Zuraidah (2010) perceived that advertising has been subtly distorting humankind and manipulating consumers to make them buy a way of life as fountainhead as goods. Thus studies on advertisements in womens magazines would be of extensive relevance to advertisers. In order to know how advertisers influence women, it is necessary first off to understand what advertising is all about. Advertisements are important but not many studies have been conducted in the local context from a CDA perspective. Thus there is indeed a need for studies to investigate the use of language and other semiotic modalities in beauty product advertisements.The findings of such search e fforts can contribute further to the field of advertising as closely as language and society. This study will address the following research questions 1) What are the linguistic features used in beauty product advertisements? 2) What are the discursive techniques employed in beauty product advertisements to manipulate women? 2. methodological compend & Theoretical Framework The theoretical framework employed in this study is Critical Discourse Analysis framework (2001). Advertisements are seen as media chat as they involve language and social processes.Hence this framework is used to show the link mingled with the nature of social practice and the properties of language texts. A qualitative design was adopted for this study. A qualitative study was appropriate in this study which seeks to investigate how discourse in advertisements involves peoples construction of meanings. Beauty product advertisements in English Language local magazines were analysed. Hence for a descriptive a nalysis, a qualitative analysis is more appropriate rather than a quantitative analysis.Purposive taste was done as the study was to investigate only on beauty product advertisements where not many studies have been conducted namely lipstick, mascara and eye cream. selective information was collected from two local womens magazine, Cleo and Womens Weekly from sixer issues consecutively from January to June 2012. Every advertisement on eye cream, lipstick and mascara from these magazines was retrieved and analysed. The data analysis is based on Faircloughs Critical Discourse Analysis framework (2001). Hence this framework is used to show the link between the nature of social practice and the properties of language texts.His three-dimensional framework includes a conception of discourse as text (micro train), discourse practice (meso level) and sociocultural practice (macro level). Its aim is to explore the relationships among language, ideology and power and to find out how adver tisers persuade the women to buy their products. Thus, this study focused on analysing the linguistic features of beauty product advertisements in womens magazines in Malaysia and highlights how the use of language tends to manipulate women beliefs based on the content of the advertisements. Figure 1.Faircloughs three-dimensional model, 2001 62 www. ccsenet. org/ass Asian Social Science Vol. 9, No. 3 2013 3. Results and Discussions The analysis is presented at the textual (micro), discursive practice (meso) and social practice (macro) level based on Faircloughs (2001) CDA framework. 3. 1 Textual Analysis The textual analysis relates to research question 1 on the linguistic features in the advertisements analysed. At this level of analysis the linguistic features such as vocabulary, syntax and rhetorical devices employed in advertisements are discussed.In the study there was a great use of look at address in the advertisements for both ideological and practical reasons. The use of t he second-person personal and possessive pronouns such as you and yours seek to address the readers directly and personally. When people are addresses individually rather than as part of mass audience it is considered highly valued. This handling of people on an individual basis is referred as synthetic personalization (Fairclough, 198962). Based on the total fifty eight beauty products advertisements analysed, twenty had used direct address. Examples are as shown below ?