SEMIOTIC ANALYSIS OF THE APPEALING STRATEGIES IN COMMERCIALS: A CASE OF THREE PAKISTANI BEAUTY CREAM COMMERCIALS

Abstract

The aim of this project is to examine the commercials of beauty creams in Pakistan. In order to find the ideology of the beauty advertisements in Pakistan, three renowned beauty commercials were taken for analysis of their discourse. The three beauty creams that are made a part of the critical discourse are Golden Pearl Beauty Cream, Fresh White Beauty Cream and Faiza Beauty Cream. The analysis of discourse was done critically with adoption of Fairclough’s model (1989). The model is well acknowledged in the field of CDA to have an analysis of the employment of specific features in discourse for manipulation of particular ideology within certain class of individuals. It is perceived through beauty cream advertisements to buy the beauty products. The data was collected from the YouTube commercials. The research paradigm was qualitative to highlight the marketing based lingual elements that have been cleverly devised in beauty commercials. The results have revealed that the Pakistani beauty commercials are made to attract the minds of Pakistani women. The findings will help to develop a proper understanding in Pakistani consumers with facilitation in their decision power to buy the products without exploitation of media commercials.