From ‘Fair’ to ‘Glow’: A Discourse Analysis of Commercial Beauty Advertisements in India

Authors

  • Akansha Narayan Research Scholar, The English and Foreign Languages University, Regional Campus, Lucknow.

Keywords:

Beauty, gender, fair, advertisement, discourse analysis, critical discourse analysis

Abstract

This paper presents a discourse analysis of commercial beauty advertisements in India, focusing on the linguistic strategies employed to construct and perpetuate beauty standards. Through critical examination of advertisements from brands like Lakme and Garnier, the study unveils the intricate interplay of language, power dynamics, and societal norms in shaping perceptions of beauty. Using discourse analysis and drawing on Fairclough's framework of critical discourse analysis, the analysis discusses how advertisers strategically use language to sell not just products, but also an idealized image of beauty deeply entrenched in patriarchal values and racial biases. By deconstructing the language and imagery in these advertisements, the study aims to disgruntle the idea of beauty levied by the advertisers and at the same time understand the linguistic strategies used by the advertisers to sell their products.

Author Biography

Akansha Narayan, Research Scholar, The English and Foreign Languages University, Regional Campus, Lucknow.

Akansha Narayan is a research scholar at the English and Foreign Languages University, Regional Campus, Lucknow. Her area of research is Gender and Discourse. She believes in deconstructing the spectrums of various social identities and unveiling and exploring the power structures beneath. She is committed to exploring how language shapes and reflects gender identities, aiming to contribute to the broader understanding of discourse analysis within sociolinguistic contexts.

References

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Published

01-07-2024

How to Cite

Narayan, A. (2024). From ‘Fair’ to ‘Glow’: A Discourse Analysis of Commercial Beauty Advertisements in India. Journal of Teaching and Research in English Literature, 15(3), 32–39. Retrieved from https://journals.eltai.in/index.php/jtrel/article/view/JTREL150306

Issue

Vol. 15 No. 3 (2024): July

Section

Research Articles