THE LANGUAGE OF THE ADVERTISEMENTS FOR BEAUTY PRODUCTS: ACRITICAL 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 cus