Discourse analysis of fast food advertisements

Abstract

This qualitative discourse analysis aimed to identify the different linguistic features used by fast food owners in their advertisements. This also explored the propaganda techniques found in fifteen (15) linguistic corpora and the meaning it communicated towards the target consumers. Data revealed that on the textual level of analysis, fast food chain advertisements used direct address, imperatives, disjunctive syntax, positive adjectives and personal pronouns. On the discursive level of analysis, the different propaganda techniques were celebrity endorsement, weasel words, promotional advertising, bribe, facts and statistics, bandwagon, advertising jingles and target audience. Fast-food chains are preferred by many people especially working or busy person, they find it advantageous because they serve food very fast, cheap, and easily replace home-cooked meals. The issues concerning fast food today are the health concerns in which their food menus are cooked by a large amount of oil and butter that tends to be high in fat, sugar and sodium. People today, particularly teenagers and kids are so obsessed with fast foods and are willing to go to great lengths to achieve their desires. Fast-food advertisements can control or power over consumers.