چکیده:
Print advertisements not only directly try to persuade buyers but also indirectly play
a role in shaping their social attitude. An interesting area of research that as yet has
received little or no attention is the study of the representations of females in
magazines with mostly women readers. This study examined print advertisements in
local family and health magazine from a Critical Discourse Analysis perspective. It
mainly focused on the use of women in advertisements and strategies employed by
advertisers to manipulate and influence their customers. The analysis was based on
Faircloughs three-dimensional framework. It demonstrated how the ideology of
womens portrait was produced and reproduced through advertisements in popular
local womens magazines. The findings indicated that advertisers used various
strategies to take advantages of women. The advertisements promoted an idealized
lifestyle and directed readers to a certain extent into believing whatever was
advertised was indeed true. This study revealed how the ideologies of beauty and
health were constructed and reconstructed through magazines by stereotyping how
advertised products were synonymous with a better life. Advertising language was
used to control peoples minds. Thus people in power (advertisers) used language as
a means to exercise control over others.
خلاصه ماشینی:
A Critical Discourse Analysis of the Representations of Females in Printed Advertisements (Case Study of Payame Yaghoot Medical Health Iranian Journal) Mohammad Hossein Yousefi*(Corresponding Author), Assistant Professor of Applied Linguistics, Islamic Azad University of Bonab Branch, Bonab, Iran Email:/mhh.
This study examined print advertisements in local family and health magazine from a Critical Discourse Analysis perspective.
This study revealed how the ideologies of beauty and health were constructed and reconstructed through magazines by stereotyping how advertised products were synonymous with a better life.
The Persian Language magazines are constantly flooded with health and beauty product advertisements.
Thus there is indeed a need for studies to investigate the use of language and other semiotic modalities in health and beauty products advertisements.
To this end, beauty and health products advertisements in Persian Language local magazines were analyzed.
Its aim is to explore the relationships among language, ideology, and power and to find out how advertisers persuade the women to buy their products.
Thus, this study focused on analyzing the linguistic features of beauty and health products advertisements in family magazine in Iran and highlights how the use of language tends to manipulate women beliefs based on the content of the advertisements.
The effect of using these products illustrates in a picture of a women that can be analyzed by means of second dimension of Fairclough (1992) model, Discourse Practice Analysis.
Advertisers use various strategies to manipulate women to purchase their product.