Beauty Product Advertisements: A Critical Discourse Analysis

Beauty Product Advertisements: A Critical Discourse Analysis Beauty Product Advertisements: A Critical Discourse Analysis ABSTRACT This study deals with the study of advertisements about different beauty products from critical discourse analysis perspectives this research mainly concern with the use of language in the beauty product advertisements and how these ads influence the costumers. This study is basically focused on Fairclough’s three dimensional frame works. A qualitative research was conducted on the beauty product advertisements of famous beauty products. The main reason to choose this topic was my interest in English language and advertising, for the most part from linguistic point of view. I find advertising language fascinating; therefore, I want to discover its principles, strategies and structure of creative writing and grammatical structures. Advertising has become the part and parcel of present-day life. From everywhere around us, advertisements of different types attack our privacy. In spite of it, there is an attractive power, which is able to control the consumer; an invisible voice o f advertisement advocates, encourages, asks, announces and deeply embeds into peoples’ minds. INTRODUCTION Advertising is an inevitable part of our modern capitalist consumer society whose outstanding feature is its competitive fight. â€Å"†¦advertising is not some external curiosity which we examine, from which we are separate and superior, but something of which we are part, and which is part of us†¦Ã¢â‚¬  (Cook 1996: 182). â€Å"Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy.† (http://www.wikipedia.org/) The American Heritage Dictionary says that the advertising is: â€Å"The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media. The business of designing and writing advertisements. Advertisements considered as a group: This paper takes no advertising.† Advertisement is a concrete manifestation of advertising; â€Å"a paid public announcement appearing in the media.† (http://www.motto.com/glossary.html) Another definition of advertising is according to the Investor words glossary: â€Å"Description or presentation of a product, idea, or organization, in order to induce individuals to buy, support, or approve of it.† (http://www.investorwords.com/129/advertising.html) METHODOLOGY Advertisements are seen as media discourse as they involve language and social processes. Hence fair Clough’s framework is used to show the link between the nature of social practice and the properties of language â€Å"texts†. Beauty product advertisements in English Language were analyzed. The sample which I have taken for my research are the several international beauty brands named as L’Oreal, Olay, Garnier, Himalaya, Dove, Vaseline, Lancà ´me I have taken some ads of these two brands on different products. The data analysis is based on Fair Clough’s Critical Discourse Analysis framework (2001). Hence this framework is used to show the link between the nature of social practice and the properties of language â€Å"texts†. His three-dimensional framework includes a conception of discourse as text (micro level), discourse practice (meso level) and socio cultural practice (macro level). Its aim is to explore the relationships among language, ideology and power and to find out how advertisers persuade the women to buy their products. Th us, this study focused on analyzing the linguistic features of beauty product advertisements and highlights how the use of language tends to influence women beliefs based on the content of the advertisements. Literature review Cook (1992, p.5) states that advertising is a famous discourse type in practically all fashionable societies, and we live in a society where it is already well established_ or rapidly gaining ground. The important distinguishing feature of ad discourse is its function, because this is always to convince people to buy a particular product. But, this is not the only function. According to Durant Lambrou (2009, p.93), at the same time, advertising conveys information, so that consumers know what is available, who makes it, and where and how they can get it. FEATURES OF CONTEXT IN ADVERTISING DISCOURS E 1 .Substance (physical material of ad) 2. Music and pictures 3. Para language (voice, gestures, type and size of letters, etc.) 4. Situation (the properties and relations of objects and people in the vicinity of the text, an s Perceived by the participants) 5. Co-text (text which precedes or follows that under analysis†) 6. Inter text (text which the participants perceive as belonging to other discourse but which They associate with the text under consideration, and which affect their interpretation†) 7. Participants: senders, addressers, addressees and receivers. 8. Function :(what the text is intended to do by the senders and addressers, or perceived to Do by the receivers and addressees†) (Cook, 1992:1-2) ANALYSIS Textual analysis This portion of my research deals with the linguistics features of the advertisements to be analysed.At this level we analyze vocabulary, syntax and rhetorical devices use in the ads to be analyzed. In the study there was a great use of direct talk in the advertisements. The use of the second-person personal and possessive pronouns such as ‘you’ and ‘yours’ seek to address the readers directly and personally. When people are addresses individually rather than as part of group viewers, it is considered highly valued. This handling of people on an individual basis is referred as ‘synthetic personalization’ (Fairclough, 1989:62).The ads which I have taken for my research mainly used direct address. Examples are given below Because you’re worth it (L’Oreal) Open up to your beautiful potential (Olay) Why do you want to try Vaseline spray? (Vaseline spray) Can your body wash nourish this deeply? (Dove) Keep your skin pure.(Himalaya) Love your lips.( Lancà ´me) Tired of whitening promises? We have proof (Vaseline) In the advertisements there are also questions forced to the readers to create a personal relationship to engage with the readers. Can your body wash nourish this deeply? ( dove body wash ad ) Is your volume true? Or â€Å"false†? (cover girl mascara ad) By using questions and imperatives the advertisers are trying to create a closer bond with the readers Another type of policy to simulate everyday way is the use of disjunctive syntax, that is, sentences without verbs or subjects. These sentences consist of one or two grammatical items only. Examples are: Take care (Garnier) 24 hours of care (Vaseline) The other important strategy which advertisers use in their ads is use of positive adjectives to manipulate the customers. There are the positive adjectives which were use in those ads which I have taken for analysis these are: Vibrant, True, Beautiful, Fairness, Pure, Soft, Clear, High Potency, Anti aging, Luxury, long wear, Beauty, Moisture, Touchable soft. Negative adjectives Some negatives adjectives are also used in the ads. These are: Mess, Oily skin, Dark spots, Crow’s feet ,forehead wrinkles, laugh lines, brightness, evenness, Dryness, Dullness, Neck slackening, aging, Dark spot, lines and wrinkles, open pores uneven skin tone. The use of pronouns in advertisements helps create a friendly atmosphere to persuade the audience. It creates a positive and friendly environment between customers and advertiser. Examples of pronouns in the beauty product advertisements in this study are: Keep your skin pure. Purifies to give you naturally skin. Love your lips. Aura is our science. The skin tone of your dreams. Advertisers also use technological and scientific words to attract readers. By using such words they hope to imitate an image of professionalism and advancement in technology. In order to impress the consumers, advertiser’s choice to scientific words and information to create an impression that they are new with technology. The followings are extracts from the commercials in this study. Protects skin from UV rays with SPF-18, preventing skin dullness and melasma. with 100% herbal activities of neem.For naturally soft and clean skin Advertisers use different techniques to make their advertisements more attractive .the main technique which advertisers use in beauty products advertisement is the use of metaphors. In the ads metaphors are used such as: new cats eyes [ mascara ad] life is a fairy tale [ face wash ad] The bribery is another skill to attract the customers to the product Such as: Buy one get one free Get a free sample shop it now. Get a chance to buy a free bottle. The use of numbers in an advertisement is a technique to catch the attraction of customers towards the product. For example in following advertisements. 24 hours of care (Vaseline) 200 % more volume zero clumps(mascara ad)  ¼ moisturizing cream hydrates skin (dove) Get up to 2 tones fairer in just 7 days.(garnier) 6 hours high potency lip color (Lancà ´me lipstick) 100% black 100% bold (L’Oreal mascara) Fight 15 signs of ageing (L’Oreal ) The uses of short slogans make it easy for people to remember the brand, the product and the message. For example Go fresh (dove) Take care (garnier) Feel it, wear it ,love it (L’Oreal) Love your lips ( Lancà ´me) References Cook, G. (1992). The Discourse of Advertising. 5. London: Routledge. Durant, A. Lambrou, M. (2009). Language and Media.93. London: Routledge. Cook. (1992):The Discourse of Advertising. Londons :Routledge and Kegan Paul

Periodic Performance Review

Periodic Performance Review A Periodic Performance Review is a compliance evaluation instrument used to assist organizations with their ongoing observation of performance and routine development actions. The PPR is an outlines for constant standards compliance and concentrations on the direction and processes that affect patient safety and care. Noncompliant Trends The Joint Commission medical staff standards defines evaluation standards, the commission pushes hospitals toward unbiased and evidence-based decisions in credentialing and privileging. In this scenario the rules and policies are clearly mapped out, yet they are not being properly followed. The verbal order audit results seem to have no consistency. These standards now outdate a lot of hospital policies and practices prevailing equally internal and external peer review, and call for a comprehensive revision to comply with Joint Commission performance evaluations. The month of March is the highest, while August is the lowest month. The months in between were about the same from eighty-two to eighty-eight. The issue that needs to be address is what took place between March and August. After carefully looking over the charts provided for both 3 & 4-east, there isn't a huge indicator that supports the similarity for falls vs. nursing care hours per patient. November and April were the only two months that a noticeable improvement was made, meaning the nursing hours increased and the falls decreased. Although, the very next month the falls increased drastically, it went from two to eleven falls, while only one hour was increased. Staffing Patterns The safety and quality of patient care is honestly correlated to the size and experience of the staff. These working conditions have deteriorated in this facility because the hospitals have not kept up with the growing demand for medical staff. The Joint Commission along with some state regulations measures some bare minimum level of staffing that all hospitals must meet regardless of the types and severity of patients. Pressure ulcer prevalence vs. nursing care hours was more of a parallel comparison, as the staffing hours increased the pressure ulcer prevalence decreased. While the intensive care unit was very noticeable in relating the falls vs. ours. In September when the nursing hours per patients dropped it was evident that the number of patient falls increased and they came was with VAP vs. hours. The corrective action plan should take this data into consideration to improve the staffing model, to also decrease patient falls which was be shown through this root cause analysis. The hospital requires at least one fire drill per shift per quarter. It seems that only the 1st shift is in compliance. Both the 2nd and 3rd shift have no rhyme or rhythm to how they are conducting the fire drills. This needs to be address immediately by a member of management. Also, a manager or assistant should be required for scheduling the fire drill and must sign off on completion. Moderate Sedation Monthly Audit is overall in the ninety percentile there are still many areas for improvement. Any of the area that was below the ninety marks is an area for opportunity. Such as Mallampati Classification, ASA, Sedation Plan. Reassessment, and oxygen saturation monitored for thirty minutes, all of these area were below ninety percent for all for quarters. Therefore, it’s a trend that needs to be addressed. The number of falls in the 4-East wings is disturbing when it’s put next to the targeted number, this is unacceptable. A substitute process that has the possibility to improve staffing issues and improve payment to hospitals would be to frankly connect the costs and billing for inpatient health care with hospital reimbursement. The action plan needs to provide that appropriate equilibrium and to make sure that the correct nurse is providing the right care to every one of the patients. Staffing Plan There are two sides to the staffing issues. One side would be the nurses point to confirmation linking quality patient care to higher nurse-to-patient staffing ratios. While the other side would be hospital economic teams are being asked to discover ways to improve manage costs in expectation of declining expenditure under health development. The argument is not new. Nursing and financial management have had long debates on how to staff efficiently and make certain the right number/mix of nurses to meet patient needs. An action plan needs to be put into place and monitored extremely closely by a member of management. There is no reason why they actually and targeted number are so off track. A patient care assistant should be there to assist patients with movements, especially for those patients who have a history of falls or injuries. Reviewing the overall hospital falls and injuries I noticed that it’s closer to the targeted number, but there are still many areas for development. The suggestion is that hospital must address conflict of interest when credentialing, privileging and conducting peer reviews of physicians. |

The 1970s vs. 2000s

Many studies have proven that people perceive the world with 80 milliseconds of delay, which means that we live 80 milliseconds behind reality; this is because there is some transfer time from our senses to our brain (Meyers 7). The distance between the generations have different historical experiences, reactions of later generations about democracy, economics, music, fashion, as the revolutions were taking in all aspects. The differences between generations have their own importance; however, we can compare and contrast them, between 1970s and 2000s in three aspects : music, trends and technology. In the 1970s, people enjoyed music by radio, tapes, live concerts and brought vinyl records, whereas in the 2000s through software such as Spotify and Itunes are used, Youtube allows audiences to access a wide range of music from different genres and downloading music from online. On the other hand, in the1970s music was marketed by way of the artist gigs being advertised in newspapers, the band would play live on music programs and also touring was a primary means of promotion, while in the 2000s some artists give away free mix tapes, TV adverts and online web pages (Rodriguez 94). As examples of artists belonging to the 1970s can appoint: Bee Gees, Elton John and ABBA; in contrast, in the 2000s can mention: Colplay, Beyonce and Britney Spears. In addition to the music, a difference that marked between these two decades have been the trends. Fashion in the clothing of 1970s, the ideal was not to show the female attributes or curves, but on the contrary seem delegated nymphs showing their side children as a game of seduction compared with 2000s it's put it that makes you feel comfortable, without giving much importance to the opinions of others or trends; so, casual clothes became fashion. On the other hand, the accessories in 1970s that stood out were sunglasses with very large lenses frames typically yellow, blue or purple, large earrings and showy necklaces compared to 2000s that it used handbags, shoes and watches of well known brands (Benaim 98). The symbol of the 1970s was flowers and prints; however, in 2000s was scarves and handkerchiefs. Thus, how trends marked difference between these two decades, the technology also made it. In the 1970s people used music players as cassette, tape recorder and record player; in contrast in 2000s people used walkman, discman and mp3 player. The only brand of cell phone that was highlighted in the 1970s was the Motorola DynaTAC 8000 X; on the contrary, in 2000s there were some brands such as: Motorola with touch technology and sonic Ericson with the â€Å"Smartphone†. Car types in 1970 was very limited with vehicles such as: Fiat Coupe 1500, Gordini and Peugeot 404 Gran Prix le mans, while in 2000s automotive technology was opening field in many countries with new deployments such as: Fiat Palio, Volkswagen Gol G3 and Citroen Xsara 1. I Sx Full (Hernandez 66). All in all, the differences between these two decades have been important to the advances of the present; music, trends and technology have been progressing and taking new directions, propose an active relationship between the subject that is the history, the past and the world in which we live. If the present has primacy over the past it is because only the present imposes and allows you to change the world.

African Americans Decision For New Orleans Before...

Title Preliminary review and critique of research ‘African Americans’ decision not to evacuate New Orleans before hurricane Katrina: a qualitative study’. Introduction Public coordination and compliance to follow mandatory orders can be critical when achieving effectiveness and efficiency in emergency evacuations. The purpose of this report is to review and critique the research article named ‘African Americans’ decision not to evacuate New Orleans before hurricane Katrina: a qualitative study’, published in American Journal of Public Health. The research study was to relate both individual reasons and psychosocial factors with African Americans’ reaction towards disaster evacuations. Generally, the research reached reasonable conclusions†¦show more content†¦In addition, most of the participants mentioned the creditability and time efficiency of social media reports of hurricane assessments. In other words, many households are still questioning the importance of evacuation and ran out of time when trying to evacuate with extended family members. Besides, what needs to be mentioned is that some participants blame d negative influences of racial inequality when making their decisions before the hurricane. At the end of research report, poverty and racial inequalities are concluded to be two major explanations why African Americans were unwilling to evacuate in a life-threatening scenario. Recommendations to governments at all levels are to enhance the importance of every evacuation order in a clear and timely manner and to neutralize cultural differences or racial perceptions as a life-long mission in order to minimize casualties underlined. Method and Sample Qualitative method is using open-ended questioning, non-statistical research techniques, or value-based observations. In this research, three main methodologies are adopted as focus group, distributing questionnaires and conducting personal interviews simultaneously. Methods are all appropriate and contributed to a comprehensive research. The reason is that aim of this research is to acquire an in-depth understanding of