Abstract:

This study focuses on the advertisements in TV from a Feministic point of view. This research mainly focuses on the use of language in TV advertisements and strategies used by the advertisers to influence their customers. The study shows how sexist language is used in advertisements and how female body is represented through language. For linguistic and semiotic analyses, Fairclough’s (2001) critical discourse analysis and Machin’s (2007) multimodal analysis have been used. The findings indicate that in advertisements different social and cultural contexts are used to present women. The advertisements promote a beautiful female body. This study further reveals that the ideology of beauty is constructed through language and different stereotypes related to female body are created through advertisements. So, the advertising language is used to control people’s minds and create an idealized lifestyle.

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