An Analysis of Sunsilk Ad Assignment

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Assignment On
An Analysis of Sunsilk’s Advertisement in the light Fairclough’s Critical Discourse
Analysis
Submitted To : Dr. Riaz Hussain

Submitted By : Ubaid Ur Rahman
Class No : MPhil Eng-Ling 23-57
Discipline : MPhil English, 2nd Semester
Dated : 12th September, 2023
Department of English
Islamia College University, Peshawar
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An Analysis of Sunsilk’s Advertisement in the light Fairclough’s Critical Discourse
Analysis
Fairclough's Critical Discourse Analysis (CDA) is a framework for analyzing texts, such as
advertisements, in order to uncover the underlying power relations, ideologies, and social
meanings embedded within them. In general, a three-dimensional approach is required to apply
Fairclough's CDA to an examination of Sunsilk's advertisement: Social practice, discourse
practice, and text. A simplified analysis of Sunsilk’s advertisement using this framework has
been discussed below:
1. Text Analysis:
Textual analysis starts with analyzing the actual content of the Sunsilk advertisement. This
includes the visual and verbal elements such as images, slogans, and spoken or written text. The
focus is on the linguistic and semiotic features that reveal power relationships, ideologies, and
hidden messages.
 Verbal Elements:
In the advertisement, a young confident girl with the name Zoya is chanting slogan “Isse liyay
aap hamein vote day”. To this, a boy of relatively of the same age replies: “Zoya g! Yay gandi
politics hum sambhaal lengay. Aap apnay baal sambhalay: elections, garmi, paseena. Kahee inke
shaan aur shine na beghaarh day”. Zoya replies by saying “ Safdar saab! Baal sambhalengay,
shaan say shine bhee karengay”.
 Visual Elements:
A young confidant girl and a boy who seems like very much into the politics are the part of the
advertisement. The political gathering consists only the youth. The hairs of Zoya are more
prominent throughout the advertisement. They look pleasing and promising on the eyes besides
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her confidence in politics. Zoya is wearing a yellow shirt which represents the official brand
colour of Sunsilk.
2. Discourse Practice Analysis:
This dimension focuses on the processes and strategies used in the creation and dissemination of
the advertisement. This section focuses on how the text is produced, who is responsible, and how
it is distributed.
 Production:
The advertisement has been created by Uniliver company who are advertising Sunsilk shampoo.
Their prime interest lies in selling as much stock of Sunsilk shampoos as possible.
 Distribution:
People of all age groups irrespective of gender are targeted through this advertisement. Everyone
can try to relate himself/herself with Zoya’s shiny and strong hairs by using Sunsilk shampoo.
3. Social Practice Analysis:
In this dimension, an examination of how the advertisement fits into the broader social and
cultural context has been presented. The prime focus is on how does it reflect and reinforce
certain social norms, values, or power structures.
 Cultural Context:
The advertisement perpetuates this stereotypic concept of women being fragile, sensitive to heat
and only a tool of amusement for the men. Above all, they are not there to take part in the
politics which is merely a men’s affair. In our part of the world, politics in our part of the world
is politics for no good, therefore, Safdar calls it ‘Gandi politics’. Zoya rejects all these
stereotypes by saying “Baal sambhalengay, shaan say shine bhee karengay”.
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 Power Relations:
In the advertisement, women are highlighted as powerless individuals depending immensely on

men in a patriarchal Pakistani society. Politics, being a hard task is shown as the affair of men
only. Women cannot be able to bear heat, sweat and the burden of elections.
4. Interpretation and Critique:
The advertisement perpetuates the conventional role of women in our society. Their
participation in politics has been taken as an advertising technique to influence people of all age
groups. The advertisement reflects upon women in particular, and men and children in general to
take care of their hairs and refrain from bad politics which is the affair of inhumane men.
Though, Politics is intrinsically not a bad thing. It is not the politics itself that makes it bad, it is
the people that have put bad name to it. Safdar Saab is shown as someone who like the
conventional politicians thinks of politics as something which demands bearing election tension,
scorching heat and sweat to enjoy the after pearls and perks of it.
The advertisement needs to be revisted with a close eye. The element of ‘gandi politics’ should
be replaced with some positive phrase. Women should not the highlighted as powerless and
fragile individuals. They are very much capabale of leading the nation in political affairs of the
state.
In short, CDA is a flexible framework, and the specific analysis of a Sunsilk advertisement will
depend on the content and context of that particular ad. The goal is to unveil the often subtle
ways in which language, visuals, and discourse practices are used to maintain or challenge power
structures and ideologies within society.

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An Analysis of Sunsilk’s Advertisement in the light Fairclough’s Critical Discourse

Submitted To : Dr. Riaz Hussain

An Analysis of Sunsilk’s Advertisement in the light Fairclough’s Critical Discourse

2. Discourse Practice Analysis:

3. Social Practice Analysis:

In the advertisement, women are highlighted as powerless individuals depending immensely on

4. Interpretation and Critique:

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