A Corpus-Based Analysis of Emotion Metaphors in Pakistani Beauty Advertisements Using Orange Data Mining

Abstract

This study examines the beauty advertisements in Pakistan, recognizing the role of metaphorical language used in the beauty advertisements in producing and conveying emotions.  Scholarly research has examined the critical discourse analysis of beauty advertisements, whereas the emotional appeal in the production of advertisements has not been studied yet. Therefore, this study aims to fill these gaps by conducting a corpus-based study of academic texts related to beauty advertisements. For this purpose, a total of twenty academic texts related to beauty advertisements in the Pakistani context, from well-known platforms are collected. The targeted corpus consisted of academic studies related to beauty advertising.  For analyzing these academic studies, Orange Data Mining was used as a corpus tool investigating emotion metaphors in Pakistani beauty advertisements. According to emotion metaphors, which are studied within the framework of Critical Metaphor Analysis, proposed by Jonathan Charteris-Black (2004), this study explores frequently occurring metaphorical concepts which are related to joy, confidence, attraction and self-worth. The study implies a corpus-based approach supported by Orange Data Mining to identify thematic clusters, word patterns, and emotionally sensitive linguistic features in the selected texts. The data was examined using both qualitative and quantitative research techniques. Furthermore, the study also investigated how conceptual metaphors that emphasize beauty like "Beauty is Light" and "Youth is Beauty," are used. The results show that academic texts related to beauty advertisements in Pakistan are emotionally charged and metaphorical that positions beauty as confidence, transformation and social acceptability.