Explore the Construction of Ideologies and Identities in Beauty Advertisements through Linguistic: A Study through Critical Discourse Analysis

Abstract

This study unveils how the beauty Ads manipulate the people's perception about the beauty standards by using discursive techniques. The objective of this study is, the identification of identity and ideologies that are shaped by using words and phrases in Advertisements. Qualitative Research method is used to examine the connotative ideologies in Ads of most famous companies like Dove, Fenty beauty and L’Oreal through the lens of Critical Discourse Analysis. Fairclough Three Dimensional Model is used in this study to denote how Ads are used for manipulation and for making money. In this study, purposive sampling is used to explore the unfair beauty standards. In advertisements, the appearance is shown as a natural which stimulates the public to buy this product. Findings show that the Language is used in Advertisements manipulates customers for buying their products. The Advertisements of beauty products Dove, Fenty beauty and L’Oreal manipulate people.