Critical discourse analysis of Ufone advertising
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Date
2017
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Journal ISSN
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Publisher
University of Management and Technology Lahore
Abstract
The world has become a global village due to the communication revolution. The best way of communication is the calling networks provided by different cellular networking companies. These companies provide different packages to their users. In order to attract young people who rely heavily on advertisements, these advertisements create power of discourse to attract the target consumer and to promote the ideologies of love, beauty, and success as well as voice quality. The main purpose of this study is to investigate how they create the power of discourse to sell their products. For this purpose, this study addressed two basic research questions: (a) what is the core language of Ufone ads? And (b) what is the ideology of Ufone ads? The data was composed advertisements such as TVCs and print ads. The data was analyzed according to Fairclough’s (1995) three-dimensional approach of discourse analysis and the results were discussed in terms of discourse, power and ideology. The findings suggest that Ufone constructs the ideologies of individuality, patriotism and Islam to show self-esteem, love and identity with cultural values. Apart from these ideologies the findings show that the advertiser manipulates the target consumer through the power of advertising discourse. This research only looks at the discourses of TVCs and print ads of Ufone, other studies can be done on billboards as this area is still not explored completely.
Description
Supervised by:Dr. Muhammad Shaban Rafi
Keywords
Different packages, Analyzed, M.Phil Thesis