A Critical Discourse Analysis of the Representations of Females in Printed Advertisements (Case study of Payame Yaghoot Medical health Iranian Journal)

Yousefi, Mohammad Hossein; Rostami, Farzad

doi:10.22049/jalda.2019.26392.1103

Document Type : Research Article

Authors

¹ Assistant Professor of Applied Linguistics, Islamic Azad University of Bonab Branch, Bonab, Iran.

² PhD candidate in Applied Linguistics, Islamic Azad University of Bonab Branch, Bonab, Iran.

https://doi.org/10.22049/jalda.2019.26392.1103

Abstract

Abstract
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 that their readers are mostly women. 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 is based on Fairclough’s three -dimensional framework. It demonstrates how the ideology of ‘women's portrait’ is produced and reproduced through advertisements in popular local women’s magazines. The findings indicated that advertisers used various strategies to take advantages of women. The advertisements promote an idealized lifestyle and direct readers to a certain extent into believing whatever that is advertised is indeed true. This study revealed how the ideologies of beauty and health are constructed and reconstructed through magazines by stereotyping how advertised products are synonymous with a better life. Advertising language is used to control people’s minds. Thus people in power (advertisers) use language as a means to exercise control over others.

Keywords: critical discourse analyses, gender role, advertisement, magazine

Keywords

20.1001.1.2383591.2019.7.1.5.2

Main Subjects

Discourse Studies

Article Title [Persian]

تحلیل گفتمان انتقادی در مورد نقش زنان در تبلیغات رسانه های چاپی (مطالعه موردی مجله یاقوت سلامت)

Authors [Persian]

دکتر محمد حسین یوسفی ¹
فرزاد رستمی ²

¹ استادیار زبانشناسی کاربردی، دانشگاه آزاد اسلامی واحد بناب

² دانشجوی دکتری آموزش زبان انگلیسی، دانشگاه آزاد اسلامی واحد بناب

Abstract [Persian]

تبلیغات های چاپی نه تنها مستقیما در پی متقاعد کردن خریداران هستند بلکه بصورت غیر مستقیم نقش اساسی در تغییر نگرش جامعه ایجاد میکنند. حوزه مورد بررسی در تحقیق حاضر، مطالعه کمتر انجام شده ایست که به نقش زنان در تبلیغات مجلاتی می پردازد که خوانندگان آن را غالبا خود زنان تشکیل میدهند. این مطالعه از دیدگاه گفتمان انتقادی به بررسی دقیق تبلیغات چاپ شده در مجلات خانواده و سلامت پرداخته است. تمرکز اصلی بر روی بکارگیری زنان در تبلیغات و استراتژی های بکار رفته توسط شرکت های تبلیغاتی برای کنترل و تأثیر بر مشتریان است. این تحلیل بر اساس چهارچوب سه بعدی فارکلو صورت گرفته است و نشان میدهد که چگونه ایدئولوژی صورت زنان از طریق تبلیغات در مجلات محلی مربوط به زنان بازسازی می شود. یافته ها نشان میدهد که شرکت های تبلیغاتی از روش های مختلفی جهت سود بردن از زنان استفاده می کنند. این شرکت ها با تلاش جهت نشان دادن یک زندگی ایده آل، در تلاش برای ایجاد این باور در میان خوانندگان هستند که آنچه برایش تبلیغات صورت میگیرد در واقع مورد نیاز زندگی است. این مطالعه آشکار نمود که چگونه طرز نگاه به مقولات زیبایی و سلامت در مجلات مربوطه از طریق ایجاد باور به اینکه هر آنچه تبلیغ میشود زندگی را بهتر میکند، دستکاری و (باز)سازی میشود. زبان تبلیغات برای کنترل اذهان بکار میرود. افرادی که مسئول چنین تبلیغاتی هستند از زبان بعنوان ابزاری جهت کنترل کردن دیگران استفاده میکنند.

Keywords [Persian]

تحلیل گفتمان انتقادی
نقش جنسیت
تبلیغات
و مجله

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Payame Yaghoot Medical health Journal, fourth year, No 35-39

Journal of Applied Linguistics and Applied Literature: Dynamics and Advances

A Critical Discourse Analysis of the Representations of Females in Printed Advertisements (Case study of Payame Yaghoot Medical health Iranian Journal)

References

References

Volume 7, Issue 1
March 2019
Pages 35-45

A Critical Discourse Analysis of the Representations of Females in Printed Advertisements (Case study of Payame Yaghoot Medical health Iranian Journal)

References

References

Volume 7, Issue 1March 2019Pages 35-45

Volume 7, Issue 1
March 2019
Pages 35-45