A Critical Discourse Analysis of the Language Used in Dove’s Advertisements

The study investigates the use of language in ‘Real Beauty’ advertising campaign initiated by care brand Dove from 2006 to 2020 through lens Fairclough’s (1989) three-dimensional critical discourse analysis and Wodak’s (2001) historical-discourse analysis. By unfolding textual elements used five video advertisements, it aims examine how advertiser constructs beauty image women discursive strategies text investigate possible ideologies underlying discourse. findings indicate that resources Dove’s advertisements experienced a construction reveal essence feminism further explore connection between female’s negative self-evaluation social judgment. It concludes although changing traits may not escape accusation legitimating commercialism, they indeed attempted empower with autonomy control vision provide solutions unite all ages colors.