Abstract
Advertisement pervades our daily life with strong hold and affects our beliefs and psychological orientation extensively. It is a very effective podium for popularizing products as well as spreading ideologies. Advertisement is one of the dominant platforms of carrying discourses to the masses. The present study is an investigation done from a critical point of view of the advertisements of Kool shaving foam/cream by analyzing the speeches, linguistic and literary devices, character portrayal and physical setting of the advertisements. For the findings, analysis and discussion Critical Discourse Analysis (CDA) based on Fairclough’s Three Dimension Approach is applied. The analysis reveals that while circulating and advertising of Kool shaving foam/cream the advertisers have concurrently disseminated patriarchal ideologies and masculine discourses that have long been being lived out in our society as discursive practices. It is also found that at the end of each sample advertisement it is the veneration of masculinity, not the circulation of the product, which is significantly highlighted.
Highlights
Modern life is notoriously consumed by advertisements
This paper offers a discussion from a critical standpoint on the advertisements of Kool shaving foam/cream based on the language and contents used there and the socio-cultural ideologies of masculinity reflected through them
In the 1st sample advertisement (SA-1), the initial part occurs at a hair salon where the barber shaves the beard of a smart young man
Summary
Advertisements have close proximity with our life in respect of representing the socio-cultural values, beliefs and discourses though the representation is not always solid and neutral. It is a strong podium for focusing and spreading any ideology, may the discursive process be done deliberately or inadvertently. Sometimes, it bears distortions or exaggerations; at times, it fuels the fire of socio-cultural disputes like discursive demonstration of the power of masculinity. The product is owned by the Square Company.
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