©ARC Page | 122 Exploitation of Women in Beauty Products of “Fair and Lovely”: A Critical Discourse Analysis Study

Abstract: This study will examine beauty advertisement of a product from the perspective of Critical Discourse Analysis.This study is basically focus on the use of language in fairness cream Fair & lovely and the strategies used by product advertisers to influence and exploite the women. Language is a Discourse so Advertisements are form of media discourse. CDA tends to explore various social theories that analyze the interaction of language, power and ideology in various context. This analysis is based on Fiarclough's three-dimensional model of discourse analysis which focuses on the representing and dominating “Ideology ” of beauty in women through advertisement of both print media and mass media. The findings indicates the different approaches, life styles, texts by advertisers to manipulate and exploit the beauty, ideology of women by forcing the point of view that product is giving you the everlasting beauty. The study also explore how social actors use specific structures and situations in construction of reality and highlighting of stereotypes, to control the mind and maintain power over the audience