CHAPTER I

1. Introduction

Discourse is multidisciplinary which covers many things from culture to

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

advertising play a major role to attract viewers Particularly women.

There are so many beauty ads that are recommended to women from

beauty products on television. Through beauty ads on television demands an ideal

body they must have and in beauty advertisements always present an ideal "ideal"

endorse to convince consumers. As "advertising is the most influential

socialization institution in modern society" (Jhally, 1995). Advertising has

deluded consumers subtly and manipulated consumers to get them to buy the

products they advertise.

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.

This task will address the characteristics used in beauty product

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

particular language use slot, the framework is a three dimensional model of

Norman Fairclough Discourse Analysis, which explores discursive text

relationships with society and culture.

2. Hypothesis

Exploitation of women is involved in the advertisement of Fair & lovely

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

The objectives of the study are:

 A critical discourse analysis of selected beauty product advertisement

language.

 Study of visuals representations in these advertisements.

 Study of beauty stereotypes, women ideologies, ideal figures, maintenance of

power through media representation.

5. Delimitation

The advertisements of fair & lovely are only used data comprising of five

advertisements.

6. Literature review

CDA is a major discipline to investigate any phenomena within language

variances in social context. CDA gives a framework to study the relationship of

society and discourse, text and context, power and Language (Luke, 1995/1996,

2002, Fairclough, 2001,) According to (Van Djik 1993b:131) CL and CDA is “a

shared perspective on doing linguistics semiotics or discourse analysis.

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

or which Language we used it legitimizes our relations and links of organized

power.
6.1 Fairclough CDA Model

Fairclough explains the importance of this discipline in his (1985,

1989, 1993), works and he uses CDA as an approach to study domination as a

resource in struggles, social change, against exploitation and cultural change.

In his approaches he mainly focused on the study of institutional discourse

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.

a. The target of analysis(visual, verbal and visual texts)

b. The methodology on the basis of which we can receive and produce text

(viewing/speaking/listening/ writing/ reading/designing) by creature

aspect.

c. All the conditions which are the key aspects of the socio-historical

conditions and carry out these formations

Faircolough gave three aspects to critically analyze any text

a. Text analysis (description)

b. Processing analysis(interpretation)

c. Social analysis (explanation).

definition. He said in his model that all languages are part of social practice.

He also locates three dimensions on the basis of which he operate Language

as a discourse. An three dimension i-e social and historical, discursive, textual

(Fairclough 2001) are also analyzed in a data given below. Margret (2005) use

Fairclough approach of CDA to analyzing English as a second Language. He

said that availability of and access to linguistic resources is part of a person‟s

political economy which means that the analysis of ESL texts lies well within

the purview of CDA.

7. Esearch methodology

Advertising is a media discourse involving language and social

processes. It is used to train the language to show the connection between

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

ideology, visuals, stereotypes, the specific linguistic features behind a

particular image.
8. Data

Phase 1

Lighten the burden in women. This is a segment of justice for women

in the presence of these creams adds to their self-confidence to enhance their

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

a theme like this.

Phase 2

Changing destiny

In this phase, not a few of the beauty product advertisements that

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

Empower him to leave

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

Who says beauty fades over time?

aging fair &lovely is specially formulated for mature skin with revitalizing

enzymes to prevent wrinkles. The promise of fairness which lasts a lifetime.

Fair & lovely Night fairness treatment for double action fairness.
 CHAPTER II

1. Analysis

1.1 Textual 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

relationships between presenters and viewers so that consumers will be

captivated by their products. Fairclough calls this process a nominalization;

Where nouns and pronouns are used instead of verbs.

For Example: “Every time you use it, you get fairness....Ready to take

a fairness bet with us?”

“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

use of personal pronouns establishes a certain type of relationship between the

regarded as authoritative and implies power while “you” reflects a personal

engagement as the reader is addressed directly. In addition, the use of “our”

does reflect a certain “us” versus “them” feel to it.

The impositions of questions for drawing readers intentions and give

them confidence.

“Who says beauty fades over time?”

“Ready to take a fairness bet with us?”

Another feature is the use of syntax(disjunctive) in sentences, that is use of

phrases without verb and subjects, such as; “Beautiful always,” “Not just a

cream.... It‟s a fairness treatments.” “Forget marks forever.”

This levels deals with level of text's production, distribution and

consumptions that gives a glance on how power relations are established

through text. As Fairclough mention all these sub categories of discursive

analysis in his model of CDA analysis

Beauty products use excellent strategies, they will captivate viewers

by using beautiful, well-known, white and seamless models, scientific

evidence, tools that affect consumers' daily life, demands and skin problems

and weaknesses.

They use such emotive words in their ads, so their audience

interpretation is Positive and they build their place in the community and

promote their brand using such devices And Logos brand that a particular

community should use it.

And increased Production, consumption and distribution in society and

exploiting women by presenting them in these techniques.

1.3 Social and Historical Analysis

According to Fairclough, this level deals with ideological conventions,

which describe the flow of situations, trends and background information.

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

way to do it Maintain their strength and trust between them.

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

product using the language as it is said is:

“For life, something is needed, and for something, a need is created”

This assignment studies the use of the language used by this specific

brand and makes this product increase the number of users. Apparently in

advertising the use of language is very important because it is very influential

on sales.
 Features used in Fair & lovely advertisements such as Nomination, use

of nouns, not verbs and scientific evidence, emotive words, Switching code,

celebrity support, disjunctive tone patterns and other features.

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.

Thus it can be concluded that in advertising the use of language is very

influential to increase consumer interest and product users. In addition, the

vocabulary used in beauty product is an ideological dilemma Based on data

analysis, it can be summarized most clearly The theme in advertising is the ideal

appearance or looking for women.

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

relationship between discourse and ideology.

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