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news more palatable. Paralinguistic is concerned with how words are spoken, the volume, the intonation, the speed etc. For example body language, gestures, facial
expressions, tone and pitch of voice.
2.5 Critical Discourse Analysis CDA
Critical Discourse Analysis is a type of discourse that primarily studies the way social power abuse. Critical Discourse Analysis CDA views language as a
social practice. Fairclough 1993:1 describes Critical Discourse Analysis as follows:
“CDA as discourse analysis which aims to systematically explore often opaque relationships of causality and
determination between a discursive practices, events and texts, and b wider social and cultural structures, relations and
processes; to investigate how such practices, events and texts arise out of and are ideologically shaped by relations of power
and struggles over power; and to explore how the opacity of these relationships between discourse and society is itself a
factor securing power and hegemony”. In a similar definition, Critical Discourse Analysis CDA concerned with
studying and analyzing written and spoken texts to reveal the discursive sources of power, dominance, inequality and bias. It examines how these discursive sources
are maintained and reproduced within specific social, political and historical contexts Van Dijk, 1998:3. Critical Discourse Analysis aims at making
transparent the connections between discourse practices, social practices, and social structures, connections that might be opaque to the layperson.
The aim of Critical Discourse Analysis is to describe, interpret and explain such relationships. Critical Discourse Analysis is different from other discourse
analysis methods because it includes not only a description and interpretation of discourse in context, but also offers an explanation of why and how discourse
works. The object of CDA is public speech, such as advertisement, newspaper,
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political propagandas, official documents, laws and regulations and so on. This research used Critical Discourse Analysis as a tool to analyze and interpret the text
and the context of beauty product advertisements in Her World magazine. Fairclough sketches out a version of the three dimensional Critical Discourse
Analysis framework. According to him, Critical Discourse Analysis is intended to establish connection between properties of texts, features of discourse and wider
socio- cultural practice Fairclough, 1995:87. This research used Fairclough’s
three dimensional frameworks as a tool of analysis. Janks 1997:27 states Fairclough’s three dimensional frameworks are as follows:
1. Text text analysis description
2. Discourse Practice processing analysis interpretation
3. Social Practice Social analysis explanation.
The first dimension represents the object of analysis including verbal. The second dimension can be described as the processes by the object which is produced and
the last dimension is social practice. It is containing the socio-historical conditions of producing and receiving.
2.6 Discourse of Advertisements
