Critical Discourse Analysis: Intertextual Voices in Beauty Product Advertisement

Abstract

: This research aims to reveal how intertextuality is manifested and exploited in advertising discourse. The analysis is based on TV advertisements for anti-ageing facial beauty products from various brands and types. The result shows that different genres and voices are inserted in the advertising texts to promote the overall persuasive power. Two main types of intertextual voice found in the advertisements are discursive and character voice, which is in line with previous findings (Feng & Wignell, 2011). By intermingling different kinds of voice and discourse, advertisers can add various media to reinforce its own ideology. The most commonly accepted and repeatedly reinforced ideology is that physical attractiveness is portrayed as desirable and admired. It is hoped that the study will show that advertisements not only promote specific products but also shape the beauty ideology of social practice.