A Critical Analysis of Female Portrayals in Color Names of Thai Color Cosmetics

Abstract

This research aims to study the portrayals of Thai women through color names of Thai color cosmetics. A purposive sampling was used to collect cosmetic names from EVEANDBOY and Konvy online stores. The data was analyzed within the critical discourse analysis framework and both qualitative and quantitative method was used in describing the data. Percentages were used to quantify the number of woman stereotypes represented through the language use of the cosmetic color names. It was found that Thai women were negatively portrayed as edible items, lowering the status of women to be an object; sex object; materialistic; beauty concerned; relationship-oriented; light-hearted; non-traditional; and having unacceptable behavior respectively.