Interdiscursivity in International Beauty Brands Slogans: A Critical Discourse Analysis

Abstract

Abstract

This descriptive qualitative study conducts a critical discourse analysis of international beauty brands' slogans to highlight how international beauty brands employ interdiscursivity and how these discourses challenge the traditional role of women in Pakistani society under Fairclough’s 3D model. The originality of this study lies in uncovering how these slogans challenge societal norms by blending apparent discourse with covert ideological cues to resonate with the target audience. The findings of the study reveal that interdiscursivity is a prevalent element of international beauty brands' slogans with 100% of analyzed examples illustrating explicit attempts to reshape traditional perceptions of gender roles. It provides a critical perspective for the students of critical discourse analysis and marketing to have an advanced knowledge of business language and its social implications. Thus, the mechanism of interpreting the process behind the discourse of international beauty brands’ slogans leads to a critical insight into communication in a broader setting.

     Keywords: critical discourse analysis, interdiscursivity, slogans, beauty brands, Feminism, Pakistani society