نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
This study aims to conduct a linguistic analysis of body commodification in advertisements from aesthetic clinics in Iran. The corpus comprises 300 advertising utterances extracted from the official websites of 40 Iranian aesthetic clinics between April 2024 and March 2026. Data were selected purposefully and analyzed qualitatively within the framework of Critical Discourse Analysis (CDA) using Woods’ model, accompanied by a descriptive statistical frequency analysis of linguistic patterns across three levels: lexical selection, syntactic structure, and semantic manipulation. The findings indicate that at the lexical level, “adjectives and adverbs” (19 cases), “hyperbole” (16 cases), and “neologisms” (13 cases) have the highest frequency. At the syntactic level, “comparative structures” (24 cases), “short and impactful structures” (19 cases), and “three-part lists” (15 cases) are most prominent. Regarding semantic manipulation, “presupposition” (50 cases), “personalization” (27 cases), and “personification” (23 cases) account for the highest occurrences. These patterns reveal that through pseudo-scientific medical language, exaggerated valuation, comparison, direct address, and the naturalization of assumptions, aesthetic clinic advertisements redefine the body within the logic of the market, consumption, and medical intervention. Ultimately, this advertising discourse does not merely promote medical services; rather, through linguistic devices, it reproduces an ideology that transforms the human body into a consumer commodity, pushes individuals toward the continuous consumption of aesthetic services and products, and disseminates this attitude as a cultural norm within society.
کلیدواژهها English
