Dior Beauty Product Advertising: A Critical Discourse Analysis

Abstract

This thesis, titled "Dior Beauty Product Advertising on YouTube: A Critical Discourse Analysis," conducts a critical discourse analysis to explore how they construct meanings and convey messages about beauty and luxury. Through the analysis of language, visuals, and social practices, the study examines how these advertisements shape and reinforce modern beauty standards and societal perceptions of luxury. The findings reveal that Dior utilizes a combination of linguistic strategies, such as emphasizing long- lasting perfection and inclusivity, and visual elements, including the use of global icons like K-pop's Blackpink members, to create a narrative that aligns beauty with both accessibility and exclusivity. The advertisements not only promote the ideal of flawless, enduring beauty but also link luxury with moral and ethical virtues, suggesting that true beauty is holistic, encompassing both external appearance and inner character. However, the study also highlights the inherent inequalities in these representations, as the aspirational ideals presented are often tied to socio-economic privilege. Overall, this research contributes to the understanding of how luxury beauty brands like Dior employ multimodal strategies to influence contemporary beauty ideals and reinforce societal norms, while simultaneously navigating the tensions between inclusivity and exclusivity.