Professional Documents
Culture Documents
NUNEZ MAEd-English
Discourse Analysis
I. Introduction
either spoken or written people can communicate with others. Crystal (1992)
Language has a great impact towards people and their behavior. This is mainly
another.
Advertising exists in numerous forms and is one of the major forces that
help to improve the standard of living around the world. In most of them,
different kind of societies in order to convey these two basic ways of function.
There are three general forms of advertising which close to humans life
either in the form that simply use sound (radio advertising), vision (printed
advertise using spoken language that simple and advertise their product
campaign. This paper aims at analyzing the meaning, the purpose, and the
message, behind the advertisement of Dove Beauty Campaign by looking its
analyzes the implication of the beauty campaign for Dove itself. To study the
and non-verbal sign are analyzed to find the language used and the meaning,
A. Headline
The headline is “We see beauty all around us’’. This headline also
uses generalization idea from the choice of deictic register of “We” and
“Us”. Yet, this choice of words gives meaning that ads maker wants to
B. Illustration
Three women from different sizes, shapes, colors, and ethnics are
gives meaning that the beauty all around us is like those there women
plain folks instead of people who have power or higher than others. In
C. Body copy
“At Dove, we want to free ourselves and the next generation from
beauty stereotypes. It’s this message that’s at the heart of our Campaign
for Real Beauty and Self Esteem Fund, and it’s why we continue to create
advertisement. In this body copy, the ads maker didn’t use generalization
because of the choice of words “At Dove” this indicates the next subject
of “We” is Dove people. In the first sentence, the ads maker opens its
people and the next generation freedom from the beauty stereotypes.
This also indicates that dove wants to make changes not only for now
but on the future for beauty stereotypes by choosing the words “next
generation”. In the second sentence, the ads maker tries to convince the
customer or readers of Dove’s aim. By choosing the words “at the heart of
promises. In this 2nd sentence the ads maker also gives evidence on how
of beauty.
III. Implications
A. Theme
summarized that one of the most noticeable theme used is the idea that
standards. It promotes the idea that women needs to accept their flaws
B. Language
C. Text Analysis
between women and their bodies. Dove is trying to send out the
embrace what you are born with, and celebrate your beauty with
their product.
D. Discursive Analysis
By making use of real women and claiming that their ads are
that they identify with. They are made to feel that having
perfectly fine.
beauty after a report that shows only 12% women are satisfied
with their appearance. Dove claimed that many of their ads are
E. Intertextuality
same time portray and reach out to a diverse group of people who
the power to convey expertise. All of these are powerful tools which
believe that Dove not only provides quality products, but is also
truly concerned about uniting women who do not feel good about
going against media norms and rejecting what have always been
projects as desirable.
F. Sociocultural Analysis
IV. Conclusion
the beauty stereotype of fashion models to the real women beauty with a wider
range of skin types and body shapes. Three kinds of this campaign
Beauty for Real Campaign” analyzed above, it is found that the ads maker use
which Dove ads maker wants to influence the customers or the readers‟
found that the headlines, the illustrations, and the body copies are connected
each other. The illustrations are appropriate for the messages of the campaign.
Finally from the analysis above the writer can infer the meaning, the purpose,
and the message, behind the advertisement of Dove Beauty Campaign as well
as the implication of the beauty campaign for Dove itself. The meaning of “Real
Beauty” is that the beauty that represents from all women in this world that
The purpose of the “Dove Campaign for Real Beauty” is that this is a
campaign for changing the beauty stereotype of fashion models to the real
women with a wider range of skin types and body shapes by presenting several
images of beautiful women who have slim body, medium body, fat, white skin,
and dark skin. The purpose of this campaign is to realize women in this world
that beauty is all around us, beauty is appreciate on your uniqueness, beauty
if for all of us no matter what size and shapes you are. The message behind
these campaign advertisements is that Dove cares about the real women
Dove might have special place in their customers’ part of life because they
https://www.researchgate.net/publication/294260624_A_Discourse_Analysis_
of_Thematic_Print_Advertisements
http://www.aclweb.org/anthology/Y08-1001
CambridgeUniversity Press.Kelly-Holmes