Advertising and Dove Campaign

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“FUNCTIONAL ANALYSIS
of
DOVE CAMPAIGN FOR REAL BEAUTY”

E303 Project Report
Submitted in Partial Fulfillment of the
Requirements of
UNITED KINGDOM OPEN UNIVERSITY/
ARAB OPEN UNIVERSITY
for the Degree of

BACHELOR
of
ENGLISH LANGUAGE AND LITERATURE
to

DR HAYAT AL-KHATIB
ENGLISH LANGUAGE AND LITERATURE PROGRAMME COORDINATOR

By

Grace Abou Zeid
ARAB OPEN UNIVERSITY
LEBANON
2010

Functional Analysis of “Dove Campaign for Real Beauty”

1

DECLARATION

I hereby declare that the project work entitled “FUNCTIONAL ANALYSIS of DOVE CAMPAIGN for REAL BEAUTY” submitted to the ARAB OPEN UNIVERSITY, is a record of an original work done by me under the guidance of Mrs. Ph.D. HAYAT AL-KHATIB, Head PG Dept Of English Language & Literature, ARAB OPEN UNIVERSITY - LEBANON, and this project work is submitted in the partial fulfillment of the requirements for the award of the degree of Bachelor of English Language & Literature. The results embodied in this thesis have not been submitted to any other University or Institute for the award of any degree or diploma.

GRACE ABOU ZEID

Functional Analysis of “Dove Campaign for Real Beauty”

2

ACKNOWLEDGEMENT

I owe a great many thanks to a great many people who helped and supported me during the writing of this project.

My deepest thanks go to DR. HAYAT AL-KHATIB, my
SUPERVISOR, for guiding and correcting various documents of mine with attention and care.

I also express thanks to the DIRECTOR of ARAB OPEN UNIVERSITY – LEBANON for the constant encouragement and stimulating atmosphere provided to students.

Thanks and appreciation to the helpful people at ARAB OPEN
UNIVERSITY Learning Resource Centre, for their support.

I would also thank my Institution and my faculty members without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and well wishers.

And to God, who made all things possible.

Functional Analysis of “Dove Campaign for Real Beauty”

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ABSTRACT

The standard of beauty today, at least as many women perceive this standard via the mass media in general and advertising in particular, is unnatural, unhealthy, and unrealistic.
The purpose of this study is to probe deeper into the methods of verbal grammar in the multimodal text in the field of advertisement. This study was based on Dove’ advertisements, and on a related questionnaire that was filled by informants. Results and relevant findings reveal that language in advertisements has an enormous impact on consumers’ behavior. Hence, the discussion of this research project elaborates how lexicogrammatical patterns, in an advertisement context, are used to realize the meaning behind the scene as intended by the advertiser. Therefore, I’ve chosen the Hallidayan framework in conducting an interpretative analysis. Halliday’s work emphasizes that language cannot be divided from meaning. Finally, it is hoped that through the detailed analysis of all Dove’ ads, advertising language features can be summarized and possible conclusion can be given in the light of persuasiveness and effectiveness of advertising. Key words: functional analysis; English advertisement; language impact

Functional Analysis of “Dove Campaign for Real Beauty”

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TABLE OF CONTENTS

SECTION

TITLE

PAGE NO.

1

CHAPTER – 1

INTRODUCTION

6

2

CHAPTER – 2

LITERATURE
REVIEW

10

3

CHAPTER – 3
DATA COLLECTION
AND RESEARCH METHODOLOGY

21

4

3.1 THE COLLECTED DATA
3.2 ETHICAL ISSUES
3.3 METHODOLOGY
CHAPTER – 4
FINDINGS

22
24
25
31

5

CHAPTER – 5

DATA ANALYSIS
AND INTERPRETATION

35

5.1 QUANTITATIVE INTERPRETATION
5.2 QUALITATIVE INTERPRETATION
5.2.1 LEXICAL FEATURES OF
ADVERTISING LANGUAGE
5.2.2 SYNTACTIC FEATURES OF
ADVERTISING LANGUAGE
5.2.3 RHETORICAL DEVICES IN
ADVERTISING
CHAPTER – 6
CONCLUSION
AND EVALUATION
LIST OF REFERENCES
APPENDICES
APPENDIX 1: THE QUETIONNAIRE...
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