Derrida was a French philosopher who developed the concept of deconstruction. Deconstruction involves critically analyzing texts and ideas to reveal underlying assumptions and contradictions. It questions the idea that a text has a single fixed meaning. Examples of deconstruction include analyzing advertisements for Pears soap and Bajaj light bulbs to reveal implicit messages about gender roles and beauty standards. Deconstruction aims to break down philosophical and literary concepts rather than having a fixed meaning itself.

1. Explanation of
Deconstruction With Several
Examples
By Divya Parmar

2. Presentations by : Divya Parmar
Email : divyaparmar07012@gmail.com
Sem : 3
Roll no : 5
Paper no : 204 Contemporary Western
Theories and Film Studies
Pg year : 2021-2023
Pg enrollment number: 4069206420210024

3. Points to ponder:
1. About the Derrida
2. About the term Deconstruction
3. Deconstruction Examples
4. Conclusion
5. Citation

4. About Jacques
Derrida :

5. Born: July 15, 1930, El Biar Algeria
Died: October 8, 2004, Paris, France
French philosopher whose critique of Western
philosophy and analyses of the nature of
language, writing, and meaning were highly
controversial yet immensely influential in much
of the intellectual world in the late 20th century.

6. What is "Deconstruction?"
deconstruction, form of philosophical and literary
analysis, derived mainly from work begun in the
1960s by the French philosopher Jacques Derrida.
In the 1970s the term was applied to work by Derrida,
Paul de Man, J. Hillis Miller, and Barbara Johnson,
among other scholars. In the 1980s it designated
more loosely a range of radical theoretical
enterprises in diverse areas of :

7. Humanities and social sciences, including—in addition
to philosophy and literature—law, psychoanalysis,
architecture, anthropology, theology, feminism, gay
and lesbian studies, political theory, historiography,
and film theory.
In popular usage the term has come to mean a critical
dismantling of tradition and traditional modes of
thought. (Britannica)

8. Definition of Deconstruction:
"the analytic examination of something (such as a theory) often in
order to reveal its inadequacy"
(Merriam-webster)
Meaning of the word 'Deconstruction' in simple language :
So the word 'Construction' means to make something. And
Deconstruction means break that construction and reconstruction of
it. When we see the word as a literary term, it gives the simple
meaning to read any work without looking with the lens of a
traditional way to read.
(History from Resarechgate)
The idea of deconstruction is therefore concerned with countering the
idea of a transcendental origin or natural referent

9. It refutes the notion that it is possible to transgress
the institution in order to discover something beyond
the existence of an independent origin. This idea is
famously encapsulated in the phrase ‘There is nothing
outside of the text’
which is often used to summarise Derrida’s work. For
Derrida the origin does not exist independently of its
institution, but exists only ‘through its functioning
within a classification and therefore within a system
of differences…
(Criticallegalthinking)

10. Example of Deconstruction:
1 . Advertisement of Pears soap:

11. "Pears में है 100% ग्लिसरीन। ये आपकी त्वचा की नमी को बनाए रखे और आपक
े
चहेरे को दे एक खास गोल्डन िो।" When we listen this line we find direct
meaning that by the use of this Pearce golden glow soap we get glow
on our face!
But when read it or watch it with the lens of the Deconstruction we find
that the advertisement makes two problematic statement:
If we want to do any good work we need luck! The baby girl tells her
mother that "आपका चहेरा हमारे लिए िक्की है।" To win any competition
we need hard work not luck.
For the advertisement of soap, we find female characters in the centre.
Why is the mother always the luckiest person for the child! Male
characters also can be the luckiest person.

12. 2. Bajaj led light advertisement :

13. "दीदी इंस्टेंस फ
े यरनेस चालहए? तो ये िो। साधारण क्रीम असर लदखाए पांच लदनों
में!पर बजाज सीएसएफएि से पाइए एक सेक
ं ड में उजिा गोरा रंग!" When we
see this advertisement it makes funny situation like how can we get
glow by light! When we watch this advertisement we can deconstruct
it with two points of view:
"तुझे िड़क
े वािे देखने आ रहे है!
पर मां! मेरी स्कीन……." This dialogue makes the statement that only
beautiful girls or fair skin girls are able to marry! We can see here that
the confidence of girls depends on her beauty. The character of black
girl is problematic.
Instead of teaching the right way to see a person, the family supports
the Bajaj bulb and our daughter looks like a very beautiful girl! These
types of narration make the statement that for marriage 'The Beauty'
is must.

14. Conclusion:
The term deconstruction refers to
approaches to understanding the
relationship between text and meaning.
Deconstruction doesn't mean to break
something, but it is about analysing
something in smaller parts and in a deeper
way. Deconstruction by dividing the text into
parts, try to break the assumption that text
does have one particular meaning.

15. Citation :
Admin. “Jacques Derrida: Deconstruction.” Critical Legal Thinking, 14 Feb. 2021,
https://criticallegalthinking.com/2016/05/27/jacques-derrida-deconstruction/.
Babaria, Demira, director. Pears TVC Demira Babaria Hindi. YouTube, TVC Demira Babaria Hindi, 20 Feb.
2018, https://youtu.be/vtXlETKeqKY. Accessed 6 Oct. 2022.
Dasgupta, Malobi and Salil Sojwal, directors. BAJAJ CFL - FAIRNESS . YouTube, Maxi XLRI, 9 Nov. 2011,
https://youtu.be/VgwWcieoKuo. Accessed 6 Oct. 2022.
“Deconstruction.” Encyclopædia Britannica, Encyclopædia Britannica, Inc.,
https://www.britannica.com/topic/deconstruction.
Gough, Noel. “(PDF) Deconstruction - Researchgate.” Researchgate, 1 Jan. 2008,
https://www.researchgate.net/publication/274375246_Deconstruction.
“Jacques Derrida.” Encyclopædia Britannica, Encyclopædia Britannica, Inc.,
https://www.britannica.com/biography/Jacques-Derrida.