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Biography of Prof. Joseph Kahamba


Dr. Joseph Kahamba is an Associate Professor in Neurosurgery at Muhimbili University College of Health Sciences (MUCHS) in Dar es Salaam, a Consultant Neurosurgeon and acting Head of the Neurosurgical department at Muhimbili Orthopedics and Neurosurgical Institute. He holds a Doctor of Medicine (MD) of the University of Timisoara-Romania, a Master of Medicine (MMed) in General Surgery of the University of Dar es Salaam, a Master of Science (MSc) in Neurosurgery of the Universities of Zurich, Ulm and Dar es Salaam (a sandwich program), and FCS-ECSA (Fellow of the College of Surgeons of East, Central

Beauty Product Advertisements: A Critical Discourse Analysis

Beauty Product Advertisements: A Critical Discourse Analysis
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 of advertisement advocates, encourages, asks, announces and deeply embeds into peoples’ minds.
Advertising is an inevitable part of our modern capitalist consumer society whose outstanding feature is its competitive fight. “…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…” (Cook 1996: 182).
“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.” (
The American Heritage Dictionary says that the advertising is:
“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; “a paid public announcement appearing in the media.” (
Another definition of advertising is according to the Investor words glossary:
“Description or presentation of a product, idea, or organization, in order to induce individuals to buy, support, or approve of it.”
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 “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, Lancôme 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 “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. Thus, 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