Critical Discourse Analysis in Social Media Ads: Starbucks

Lfe Revista De Lenguas Para Fines Especificos, 2007

Advertising has aroused the interest of linguists for many years in the sense that they have attempted to describe its language and to discover the principles of its structure. As regards its language, it appears to be concrete and this concreteness leads us to a well-defined social purpose: to persuade the audience with the aim of promoting sales of a particular kind of product. The main purpose of this article is going to be focused on the textual analysis of two advertisements concerned with two brands of watches (TISSOT and PATEK PHILIPPE) taking into account the differences and similarities between them with regard to the following fields: non-linguistic textual features (the image) and its relationship with the text itself; the linguistic situation (type of discourse), the content (semantic structure) and the form (grammatical structure and vocabulary). Although both texts advertise almost identical products, they differ in language, design, structure and the kind of audience they are addressed to. Nevertheless, their language is a good example of language adapted to the same social purpose: to make the audience buy a particular kind of product, in both cases a watch. Furthermore, the language used by the advertisers is closely linked to a visual image through which the addressee can appreciate the commercial message very well. Both, the linguistic structure and the visual image, iconically related, are arranged strategically so as to get a precise material goal.

International Journal of English and Applied Linguistics (IJEAL), 2023

Television ads are one of the many types of mass media advertisements that inevitably surround people's lives today. It is a multimodal discourse in which the text consists of complex meaning resources. The objective of this research is to analyze the multimodality of the "Garnier Sakura White" television ads and determine the meaning that the producers intend to convey through this advertising image. This research analyzes it using multimodal discourse analysis, multimodal discourse analysis is required to delve deeper into the meaning or message to be conveyed through an advertisement. The research methods used in this research is descriptive research with qualitative methods. The result of this research show that the Garnier Sakura White advertisement contains a multimodal semiotic system. Linguistics and non-linguistics features both have mutually sustainable meanings, and each multimodal semiotic system is closely connected to produce advertising meaning and semiotics. Also, the message or purpose of this advertisement is quite comprehensive and easily understood by the audience.

International Journal of Linguistics, 2012

This paper aimed at analyzing six different advertisements (product/non-product ads) to investigate the intentions and techniques of consumer product companies to reach more consumers and sell more products. Methods of Critical Discourse Analysis (CDA) appear as a useful approach for they offer excellent methods, not only for analyzing texts and images adequately, but also for putting them in analyzable relations to socio-cultural processes and changes. Norman Fairclough"s 3-D model and Kress and van Leeuwen"s grammar of visual design were used to analyze the data. Thus, the results of the present study showed that when a private producer intends to persuade the viewer to buy a special product, s/he gives the power to the viewer. While the producer of the ad is the government, she tries to show her power. However, it could be understood from the results that the producers, generally tend to use their power and ideology to change people"s behavior and thought.

Advertising exists in numerous forms and is one of the major forces that helps to improve the standard of living around the world. In most of them, language is of crucial importance. Words in advertisements are carefully crafted to meet particular needs such as commercial and social functions. Together, these functions have made advertising become indispensable in the modern world. However, there is a very limited number of studies examine how companies embedded the social service messages and their products in advertisements. This paper presents a discourse study on the print advertisements of a particular theme in Malaysia, that is, Malaysia Day, for social and commercial functions by a telecommunication company. Through linguistic features and semiotic approach (i.e. sense-making), the study revealed that the soft-sell advertisements employed a combination of the four language styles to reflect the norms and values of Malaysia’s multiracial society. Besides language styles, some of the advertisements also included a number of semiotics such as the distinctive unity symbol, the national flag, landscape and historical building to represent the unity of the multiracial Malaysia’s population.

Journal of NELTA, 2015

In the world that promotes consumerism, companies are in a competition to produce a variety of commodities and to convert people into consumers of their products whether they need them or not. The abundance of consumer products is promoted through advertisements. These advertisements persuade the common people to become consumers for which they use a variety of strategies, the most common being the use of problem-solution format in language and an effective use of the verbal and the non-verbal. This paper focuses on investigating the verbal and the non-verbal aspects of the text to examine how ideological constructs function in the discourse of advertisingthrough the use of hegemony. A perfume advertisement has been selected for a detailed analysis of the verbal and the visual elements to illustrate how advertisers commonly attempt to transmit some underlying, yet unasserted, meanings to unsuspecting readers who may understand the intentions of the advertisers i.e. to promote consumption but may not understand that the aim is achieved by generally promoting cultural stereotypes which work towards the disadvantage of one social group vis-à-vis the other especially the one that the advertisement is addressed to. The tool for the analysis of the advertisement is Fairclough's model of critical discourse analysis (CDA) that uses the analysis of the verbal and the visual to reveal ideological underpinnings. CDA also has pedagogical implications for instance the language used for describing products, if analysed critically by language learners, helps them to unfold the hidden meanings as is illustrated through the analysis.

Journal of Social Sciences Advancement

Media, nowadays, is an essential factor, and it evokes the feelings of the readers and viewers. People nowadays are more concerned about the issues and events happening in the country and worldwide. Media depicts the picture of the entire world to every individual, and it also shapes their ideas. This study aimed to analyze Pakistani edible oil company advertisements from the perspective of Fairclough’s three-dimensional model of Critical Discourse Analysis (CDA). The study ascertained how advertisers convince customers to buy the products using certain linguistic choices in a specific context. In order to achieve this purpose, the researcher selected ads from a Pakistani edible oil company named Kashmir Premium Gold Oil. The theoretical framework opted for this study was Fairclough’s Critical Discourse Analysis (1993). This framework has been used as it shows the connection between social practices and the properties of language. Fairclough’s three-dimensional framework includes th...

This study examined the 2018 Indomie Goreng advertisement from Critical Discourse Analysis (CDA) point of view. It focused mainly on how the advertisement created a positive image about the product towards the costumers that actually manipulates the fact that the food actually contains unhealthy ingredients that may harm consumers. The analysis conducted in this study adapted Fairclough's three-dimensional framework and was elaborated with Halliday's Systemic Functional Linguistics (SFL). This helped the researchers find out the social wrong in the advertisement and analyze it by supplying linguistic evidences from the advertisement itself, seen through Halliday's SFL in seeing language metafunctions. The result of this study revealed that Indomie as the advertiser and as the one in power portrays a false positive image towards the consumers, which is hidden behind the positive image, through the help of SFL proposed by Halliday. In the analysis, the transitivity seen through the mental and material processes were taken into account. Then, the analysis was also enriched with the explanation on the fact that the advertiser carefully chose the words seen through positive polarity applied. After that, seeing how the messages in the advertisement was also a prominent thing to conduct. Seeing it that was done by the choice of Theme and Rheme, which one became the Theme and the other became the Rheme. Besides evidences from the point of view of language, the influence of the celebrity endorser in the advertisement was also seen important to be a key factor in delivering the positive image intended to manipulate the fact that the food is unhealthy. The celebrity endorsed as the model in the advertisement was the trending topic of society due to his positive image in mass media. Thus, at the end of the analysis, it can be inferred that language, through the careful choice of words and representation through a celebrity endorser, can be a powerful tool to influence others even what is shared is not the truth.

make people and customers buy into their ideas, beliefs, or simply their products. The two advertisements analyzed are beauty products which have been selected from internet magazines. The methodology adopted in this study is qualitative method. The first advertisement is analyzed qualitatively in terms of content; there was no focus on a specific theoretical frame work, while the second advertisement analysis is based on Fairclough’s framework, the critical discourse analysis framework. Keywords: critical discourse, analysis, Fairclough’s, advertisements; content

14(03), 658-670, 2023

Television commercials (TVCs) play a significant role in advertising due to their extensive reach and effectiveness in capturing audience attention. This research aims to examine the ideologies and persuasive techniques employed in TVCs for cold drinks, specifically focusing on the commercials of Pepsi and Mountain Dew in Pakistan. The study utilizes a comprehensive methodology including discourse analysis of images and hidden messages within the selected commercials. Fairclough's three-dimensional framework is applied, encompassing the analysis of text production, audience interpretation, and the social conditions surrounding these processes. The linguistic features, such as voiceover, visuals, and multimodality, are explored in detail. The findings reveal that both Pepsi and Mountain Dew commercials strategically employ techniques and themes to appeal their target audiences. Pepsi's "Why Not Meri Jaan?" campaign targets cricket enthusiasts, promotes the emotional connection of sharing moments while watching matches. Mountain Dew, on the other hand, targets adventurous male youth, emphasizing fearless extreme sports. These advertisements construct and reinforce social values to cultivate a devoted consumer base and encourage widespread consumerism. The research sheds light on the persuasive power of TVCs and their ability to shape consumer behavior through the portrayal of desirable social qualities associated with the consumption of carbonated drinks.

Objective – This paper presents a discourse study on the print advertisements of a particular theme in Malaysia, that is, Malaysia Day, for social and commercial functions by a telecommunication company. Methodology/Technique – The print advertisements studied were analyzed in a detailed manner within a discourse analytic and cultural perspective. The data were analyzed qualitatively to seek for information along the dimensions of categories and characteristics stated in the research questions. Findings – Through linguistic features and semiotic approach (i.e. sense-making), the study revealed that the soft-sell advertisements employed a combination of the four language styles to reflect the norms and values of Malaysia's multiracial society. Besides language styles, some of the advertisements also included a number of semiotics such as the distinctive unity symbol, the national flag, landscape and historical building to represent the unity of the multiracial Malaysia's population. Novelty – The findings suggest that the thematic advertisements have the soft-sell the advertiser's brand or product while communicating the social messages. The language styles also help in communicating the social message to the audience.