A Critical Discourse Analysis of Language Used in Advertisements of Fairness Products in Pakistan

Shoukat Ali


This research aims at exploring the language and rhetorical devices used by advertisers to make people and customers buy their products. The ads that have been put to analysis are of fairness products which have been selected from internet. The study falls into the realm of qualitative method. This study basically focuses the use of language in fairness products from the perspective of Critical Discourse Analysis. The findings indicate the vocabulary, language patterns, techniques and texts used by advertisers to manipulate the concept of beauty by forcing the point of view that only fair complexion in a symbol of beauty and the product is giving you the everlasting beauty. The study also explores that how these stereotypes and power over the audience in maintained by endorsing celebrities as an efficient tool for advertising.

Keywords: language, rhetorical devices, advertisements, fairness products, CDA, Fairclough’s model

DOI: 10.7176/NMMC/86-02

Publication date: December 31st 2019

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ISSN (Paper)2224-3267 ISSN (Online)2224-3275

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