A CRITICAL DISCOURSE ANALYSIS OF THE COMMERCIAL ADVERTISEMENTS OF BEAUTY BRAND PRODUCTS

Abstract

This research is aimed at describing the usage of language in the commercial advertisements of the beauty brand products. This is a descriptive qualitative method in which the data were collected from the advertisements of Pantene and Garnier. The collected data are the words, phrases, clauses, sentences that are used in these commercial advertisements. The data were analyzed according to Fairclough’s three dimensional approach of discourse analysis; they are textual features, discursive features, and social feature. The results are presented in tables. The results of the present study showed that the language used in Pantene and Garnier commercial advertisements appear very interesting in building image to the audience and were successful in utilizing the various discourse strategies to gain people’s attraction to buy the product being advertised. For the social practices, the words found in the commercial advertisements are considered have influence over individuals