A Critical Discourse Analysis of Gender, Power, and Ideology in Turkish Cosmetics Advertising

This paper explores a critical gap in Critical Discourse Analysis (CDA) of cosmetics advertising in Türkiye, where the media’s influence on consumer behavior has not been sufficiently explored. Using Norman Fairclough’s three-dimensional (3D) CDA framework, it analyzes ideology, power, and gender in ten Turkish cosmetics advertisements from major brands, including Elidor, Elseve, Emotion, Garnier, La Roche-Posay, L'Oréal Paris Elseve, Maybelline New York, and Nivea. The dataset consists of the most-watched YouTube advertisements from 2018 to 2024, covering hair care, skincare, makeup, and body care. Each advertisement is analyzed through Fairclough’s model, incorporating textual, visual, and auditory elements to enable a multi-layered discourse examination. The findings highlight power dynamics shaped by gender, with advertisements portraying cosmetics as tools of resistance, linking beauty and self-worth to defying societal norms. Women continue to be the primary target audience, reinforcing traditional gender roles while paradoxically suggesting empowerment through product use. As Fairclough argues, discourse operates across text, discourse practice, and sociocultural practice, revealing hidden ideologies within these ads. This study advocates a paradigm shift in Turkish cosmetics advertising toward inclusivity, addressing all genders and challenging dominant stereotypes. Such a transformation would foster a more equitable discourse within the industry. By demonstrating the applicability of CDA to this underexplored domain, this study integrates theoretical and practical insights, contributing to broader discussions on media, ideology, and societal norms in Türkiye.