From Ads to Ideals: How Marketing Scripts the Myth of Beauty

Abstract

This study conducts a critical discourse analysis of advertisements for the popular product 'Faiza Beauty Cream,' aiming to reveal how the concept of 'beauty' is constructed and reconstructed through advertising. A qualitative approach is suitable for this investigation. Five of the most recent and widely viewed advertisements for Faiza Beauty Cream were selected for analysis. The study utilizes Fairclough's three-dimensional model of CDA, which examines the representation and dominant "ideology" of female beauty portrayed in both print and mass media advertisements. The findings suggest that advertisers use various strategies, approaches, texts, and styles to exploit the notion of beauty, equating it solely with fairness. This manipulates women's perceptions, making them believe that being fair is the only way to be beautiful and that they can achieve this ideal by using the advertised product.