Analyzing the Advertising Discourse-A Journey from Sight to Mind
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Date
2013
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Publisher
International Journal of Applied Linguistics & English Literature
Abstract
This research paper sets out to project an in-depth study of the advertising discourse by applying methodological
approaches of Discourse Analysis and Critical Discourse Analysis to the chosen “advertisements”. It aims at examining
the ‘power relations and struggles’ among product-producers and product-consumers, to gauge the level of
psychological dominance exercised through the advertising discourse. The study, fundamentally, presents a counteranalysis
of ‘advertising strategies’, as to how far they influence the consumers’ attitudes and to what extent the
consumers direct their ‘discourse’. In other words, this research attempts to answer the question: ‘who turns out to be
more powerful by controlling the other’s mind, in advertiser-consumer relationship?’, whether it is the consumer who
shapes the discourse of advertisements through their demands, or the advertiser who affects the consumers’ beliefs
through their ‘discourse’! Thus, the current paper presents a comprehensive review of the relevant literature leading
towards a theoretical framework of preferred DA and CDA approaches to be further applied on the discourse of
advertisements. And towards the end, it states the final remarks concluding the entire discussion and reflecting upon the
effectiveness of Critical Discourse Analysis in its application on the advertising phenomena.
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Keywords
Discourse analysis, Advertising discourse, Producer-consumer power relations, Critical discourse analysis of chosen advertisements
Citation
Baig, M. (2013). Analyzing the Advertising Discourse-A Journey from Sight to Mind. International Journal of Applied Linguistics & English Literature, 2(1).