Critical Discourse Analysis of Advertising: Implications for Language Teacher Education

Abstract

Advertising is a prominent discourse type which is inevitably linked to a range of disciplines. This study examines the language of a non-product advertisement, not isolating it from its interaction with other texts that surround it. It is based on Fairclough's Critical Discourse Analysis (CDA) framework in which there are three levels of analysing texts: description, interpretation and explanation. In addition to analysing the advertisement at hand in terms of these three levels, the study includes semistructured interviews conducted with English language teacher candidates. The purpose is to explore the social function of advertising not only from sounds, sights and language of the text, but also assess the impact of these on teacher candidates' views. To this end, three teacher candidates were interviewed; they were asked to explain how they related the advertisement to their own context. Findings from the inductive content analysis of interviews point to the fact that there is a close connection between the advertisement discourse and the "teacher" image in the minds of participants. The core results imply that integrating discourse analysis activities in teacher education programs can be fruitful in regard to gaining insight into how to question ideologies critically and resist manipulations. Thus, teacher candidates will be able to teach their future students how the use of language influences our understanding of social or moral issues transmitted through media.

The Concept of Nationalism and Patriotism in Javanese Culture in Text of “Serat Tripama”

“…This research used Fairclough's model of critical discourse analysis (CDA) as the strategy consisting three dimensions [13]- [15] comprising of (1) description: the stage concerning with formal properties of the text; (2) interpretation: the stage concerning with the relationship between text and interaction and social context by seeing the text as the product and resource in the interpretation process, and (3) explanation: the stage concerning with the relationship between interaction and social context, with the social determination of the process of production and interpretation, and their social effects. The data were taken from the written discourse of tembang macapat Dhandhanggula found in "Serat Tripama" which is composed by K.G.P.A.A.…”

Clarification of Sasa Gourmet Powder Advertisement Towards Indonesian Perceptions: A Discourse Analysis

“…Perhaps the key distinction was the relationship between speech and ideas with which the discourse interacts. It is stated by Fairclough (1992) as in (TURHAN & Okan, 2017) that a bilateral relationship exists between social structures and discourse, because discourse influences social conventions, while social structures influence discourse. In language discussion, speech and society, Norman Fairclough is known to be one of the popular figure.…”

“…In language discussion, speech and society, Norman Fairclough is known to be one of the popular figure. TURHAN & Okan (2017) also explained that language has a part to play in manifesting concepts and aims to gain authority over citizens through convincing them about what the language shows.…”

Critical Discourse Analysis on TV Advertisements for Beauty Products

“…The language and tone used in the advertisement need to be compatible with the culture of the society. In the CDA research by Turhan (2017), where the interviewees thought that the language accompanied by the background music is used in a narrative style, and the tone of the voice which they described as reassuring, relaxing, calm, and soft. They also believed that the message conveyed with linguistic patterns was the compassion of a teacher because Turkish culture includes emotional aspects.…”

“…This research used the theory of CDA by Fairclough and also analyzed how the news broadcast could affect the society with how they delivered the news which showed some bias from the different political ideology. The last relevant study is "Critical Discourse Analysis of Advertising: Implications for Language Teacher Education" (Turhan, 2017). The research is a CDA research and used a TV Advertisement for a Bank in Turkey.…”