Critical Discourse Analysis of Beauty Product Advertisements Portraying Racial Discrimination.

This study observed three advertisements each from Nivea, Dove, and Golden Peacock from the angle of critical discourse analysis. The study is mainly focused on the language used in the advertisements of these brands and the marketing strategies they use to persuade the audience to buy their products. Discourse of these commercials is analyzed using Norman Fairclough is three-dimensional model of critical discourse analysis. It explores how the ideology of "fair skin as beautiful and desirable" is portrayed in the advertisements. All three advertisements were analyzed using qualitative research methodology. The results confirmed that marketers employed different attention grasping techniques and made consumers believe that whatever shown in the ads is the reality. The study also shows that stereotype like "Fair is beautiful" was depicted/displayed more evidently in the advertisements from pre social media era than in today's time. This tells us that the ideology of "Fair skin equals to beauty" is now not promoted in a way as it was being promoted in back days. Such example in this study is portrayed through Golden peacock newspaper advertisement which was from old day and two advertisements (Dove and Nivea) from this era of social media. [ABSTRACT FROM AUTHOR]