Lux Beauty Soap Advertisement: Critical Discourse Analysis of Linguistic Manipulation for Public Cognition Control through Norman Fairclough’s 3-D Model
Abstract
Ads' use of speech plays a crucial role in persuasion. The current study focuses on the linguistic technique employed in Lux beauty soap advertisements. The researchers aimed to study the language strategies employed by advertising to capture consumers' attention and the persuasive language techniques that influence consumers to make purchases. Fairclough's 3-D Model, or Critical Discourse Analysis, served as the analytical foundation for the qualitative research approach. Convincing consumers is the main goal of advertising. The information is obtained by means of YouTube video advertisements. Scholars have utilized certain language patterns and scenarios to accentuate stereotypes and portray realism, which in turn affects and modifies the audience's attitudes and actions. The findings provide insight on the actions of marketers that use certain word choices to influence their audience and who favor casting actors in their commercials, both of which can boost the sales and market value of their items.
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