Abstract
Advertisements are means of communication. Advertisers plays a significant role in advertisements. Various advertisements have been studied by researchers that focused on women beauty, semiotic approach etc. This research provided deep study about beauty products of PONDS by applying CDA (critical discourse analysis) three approaches to selected advertisements. The current study has explored textual features, discursive techniques and socio-cultural practice of advertisements. Qualitative method was adopted for this study. Data indicated the textual features, discursive techniques present in advertisements and the socio-cultural role played by agency. Additional studies are needed to know more about its techniques and also study advertisements from feminist perspective. Findings of the research are the effects of ponds products on people through discourse.
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