scholarly journals A Critical Discourse Analysis for Advertisements in Instagram: Calvin Klein, Tommy Hilfiger and H&M

2021 ◽  
pp. 140-148
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Cultural Values ◽  
Online Advertising ◽  
The Body ◽  
Critical Discourse ◽  
Body Type ◽  
Body Images ◽  
Verbal Language ◽  
Online Advertisements

Online Advertising has a significant influence in this modern century; because of this, famous companies effectively use online advertisements to introduce their products. Such as Calvin Klein, H&M, and Tommy Hilfiger are some famous brand companies that use advertisements on social media for their marketing strategies. Those companies have influential followers on Instagram, and they reach many people around the world. Thus, they use online media to sell their products and deliver their cultural values to reach the target audiences. Namely, famous brand companies want to be part of the social changes. Because of this, they use visual and verbal discursive strategies for their advertisements to influence and change socio-cultural values and stereotypes of people. In other words, advertisers use discursive language to persuade people to buy beliefs, values, and ideas besides commercial products. The visual and verbal language in online advertisements reveals the hidden meanings of stereotypes: body image, racism, and LGBT rights. Therefore, the qualitative analysis method uses to analyze the brands' advertisements. As a qualitative method, the writer applies the Critical Discourse Analysis to reveal the hidden meanings of Tommy Hilfiger, H&M, Calvin Klein’s Instagram Advertisement Photos. The analysis and interpretation reveal that advertisers use different people to show that those companies think about everyone and want to reach everyone. The body type is not essential, and consumers can find different sizes of clothes. In addition, advertisers promote different body images to shape society's ideas to purchase their products and show like celebrities, who are confident, happy with their color, body size, sexual orientation, and ethnic minorities. Even visual and verbal languages show that differences are beautiful and make you forget/remove your boundaries to be free.

scholarly journals Representation of youth body images in Hilo Teen advertising (Norman Fairclough critical discourse analysis)

2019 ◽  
Vol 2 (2) ◽  
pp. 127-138
Author(s):  
Hanna Sundari ◽  
Rina Husnaini Febriyanti
Keyword(s):  
Body Image ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Social Practice ◽  
The Body ◽  
Critical Discourse ◽  
Physical Aspect ◽  
Milk Product ◽  
Body Images ◽  
Teenage Girls

This research is conducted using model of Critical Discourse Analysis (CDA) that stated by Norman Fairclough. This discourse analysis is selected because it is considered to be able to answer the question of the purpose of this research that is formulated which focused on digging up the ideology value on teenager body image that is displayed on the discourse analysis in Hilo Teen advertisement. Fairclough sees a discourse as a social practice and authority which involves particular ideology value whether in explicitly or implicitly. The analysis of Fairclough is centered on text, discourse practice, and sociocultural practice. In this research, discourse analysis text Hilo Teen advertisement is focused on text dimension that involves representation, relation, and identity that is aired on the advertisement and sociocultural context in community scope. The result of this research based on the analysis defines Hilo Teen advertisement describes the body image of teenage girls are thin, slim, tall, and energetic; on the other hand, the body image of teenage boys are thin and tall. This advertisement also displays the problematic and realistic of teenagers who accentuate physical aspect only. Furthermore, Hilo Teen advertisement not only promotes milk product for teenagers but also tries forming a perception and conception on the society (teenagers and parents) about an ideal body shape of teenagers.

scholarly journals AN EXPLORATION OF GRAFFITI ON UNIVERSITY’S WALLS: A CORPUS-BASED DISCOURSE ANALYSIS STUDY

2017 ◽  
Vol 7 (1) ◽  
pp. 29 ◽  
Author(s):  
Nisreen Naji Al-Khawaldeh ◽  
Imad Khawaldeh ◽  
Baker Bani-Khair ◽  
Amal Al-Khawaldeh
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Cultural Values ◽  
Critical Discourse ◽  
Linguistic Features ◽  
Language Functions ◽  
Analysis Technique ◽  
Teachers And Parents ◽  
The University ◽  
Hashemite University

Graffiti have received a great attention from scholars as they have been considered a vital cultural phenomenon for many years (Trahan, 2011; Divsalar & Nemati, 2012; Zakareviciute, 2014; Farnia, 2014; El-Nashar & Nayef; 2016). Although there are extensive contemporary researches on graffiti in many disciplines, such as linguistics, cultural studies, politics, art, and communication (Pietrosanti, 2010;  Farnia, 2014; Oganda, 2015), there are few studies exploring graffiti on classrooms’ walls in higher education milieus (Farnia, 2014). To the best knowledge of the researchers, very few studies were done on the Jordanian context (e.g. Al-Haj Eid, 2008; Abu-Jaber, et al., 2012) and none was done on the Jordanian universities. Therefore, this study aims at analysing the content and communicative features of writings found on universities’ classrooms’ walls, corridors, and washrooms and their relation to the socio-cultural values of the society in order to explore how universities help students voice their attitudes and thoughts. The linguistic features that characterise these writings were also examined. Graffiti-writings, which were collected from the University of Jordan and the Hashemite University, were coded and analysed using the thematic content analysis technique (Braun & Clarke, 2006) and Critical Discourse Analysis (Fairclough, 1995). The analysis of the data has shown that graffiti serve different communicative language functions related to personal, social, national, religious, political, and taboo matters. The most salient linguistic features of these graffiti are simplicity and variation. It can be concluded that graffiti are distinctive and silent ways of communication, particularly in students’ society. The study will be of great importance to linguists, sociologists, educators, administrators, teachers and parents. It is enrichment to the available literature on linguistic studies.

‘Man the hunter’: a critical reading of hunt-based conceptual metaphors of love and sexual desire

2015 ◽  
Vol 44 (2) ◽  
Author(s):  
María D. López Maestre
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Cultural Values ◽  
Sexual Desire ◽  
Cognitive Linguistics ◽  
Critical Discourse ◽  
Critical Reading ◽  
Conceptual Metaphors ◽  
Source Domain ◽  
Critical Attention

AbstractWithin the cognitive linguistics literature, many publications have dealt with conceptual metaphors about love and sexual desire (Lakoff 1987; Kövecses 2003; Barcelona 1992, 1995; Emanatian 1995, 1996.) However, a source domain that has not received the attention it merits is that of the hunt. This source domain deserves to be studied not only because of the interest in the conceptual metaphors it generates, but primarily because of the ideology and cultural values behind it. For this reason, applying a combined methodology based on cognitive linguistics and critical discourse analysis (Charteris-Black 2004; Goatly 2007), this article explores the use of the source domain of the hunt for the expression of love and sexual desire in metaphorical linguistic expressions with male hunters and female prey, paying critical attention to discourse and the ideologies about gender that are conveyed.

scholarly journals Critical Discourse Analysis of “Canción sin Miedo” by Vivir Quintana

2020 ◽  
Vol 4 (2) ◽  
pp. 51-60
Author(s):  
Verónica Andrea Escobar Mejía
Keyword(s):  
Social Justice ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Violence Against Women ◽  
Systemic Functional Linguistics ◽  
The Body ◽  
Critical Discourse ◽  
Feminist Movement ◽  
Functional Linguistics ◽  
Feminist Ideology

The feminist movement in Mexico has recently gained attention due to the diverse manifestations along with the country. The song Canción sin miedo (2020) portrays elements that keep a relationship with the feminist ideology, as well as recent events that are depicted in the lyrics. Critical discourse analysis (CDA) is presented as an approach to examining the song, using Halliday’s systemic functional linguistics (SFL) model and parallelism analysis. The outcomes of this study suggest that the song was produced as a claim for social justice, but it involves elements that generate a sense of identity for some women because their roles and struggles are depicted in the lyrics, principally femicide. Additionally, the parallelism analysis shows three syntactical structures that compose the body of the text. This examination is also a call for noticing the emergence of violence against women in Mexico.

The power of the tongue: Inherent labeling of persons with disabilities in proverbs of the Akan people of Ghana

2020 ◽  
pp. 147332502091046
Author(s):  
Festus Yaw Moasun ◽  
Magnus Mfoafo-M’Carthy
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Cultural Values ◽  
Physical Disabilities ◽  
People With Disabilities ◽  
Labeling Theory ◽  
Critical Discourse ◽  
Future Generations ◽  
Special Effects ◽  
Persons With Disabilities

Proverbs are an important feature of any language worldwide. In Africa, for instance, people in their everyday conversations use proverbs to add special effects and flavour. However, the inclusion of proverbs in speech goes beyond mere decoration. As a repository of African knowledge and culture, proverbs serve as a medium for educating present and future generations about society’s cultural values, beliefs, and ethics. In this powerful role, proverbs may have significant effects on speakers and their listeners. While these effects may be positive, in terms of their references to certain groups of people, proverbs may have telling effects. In this paper, we examined samples of Ghanaian Akan proverbs on mental and physical disabilities and their meanings, using critical discourse analysis and guided by labeling theory. We conclude that Akan proverbs predominantly label people with disabilities negatively, thereby leading to their stigmatization, marginalization, and exclusion. We recommend using proverbs with negative connotations for people with disabilities as a tool to educate society on how not to treat people with disabilities.

scholarly journals Can Beauty Advertisements Empower Women? A Critical Discourse Analysis of the SK-II’s “Change Destiny” Campaign

2020 ◽  
Vol 10 (2) ◽  
pp. 176
Author(s):  
Huimin Xu ◽  
Yunying Tan
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Gender Ideology ◽  
Critical Discourse ◽  
Women Empowerment ◽  
Functional Grammar ◽  
Systemic Functional Grammar ◽  
Verbal Language ◽  
Discursive Strategies ◽  
The Ideal

This study examines the advertising campaign of a beauty product SK-II, “Change Destiny” through the lens of critical discourse analysis. By unpacking the verbal language and visuals in the three advertisements and a video advertisement, this article aims to investigate how the beauty advertiser SK-II constructs the ideal images of women through discursive strategies in ads and uncover the possible ideologies underlying the advertising discourse. Adopting Kress and Van Leeuwen’s (1990 ,1996) framework of ‘reading images’ and systemic functional grammar (Butt, 2012; Halliday, 1994) to analyze the texts and visuals in the ads, this study has found that the beauty brand SK-II has utilized various strategies to engage the audiences and market its products, such as problematizing the aging of women, providing personalized solutions to the problem of aging, constructing certain feminist discourses for women, and drawing itself close to the younger generation through women empowerment. The findings show that although the beauty brand claims to empower women through advocating change of destiny for women in its ads, gender ideology remains to be dominant and continues to perpetrate women. It is concluded that these new changes in the ads are simply playful discursive strategies that employed by advertisers to legitimate the new capitalism and commercialism and generate more sales.

scholarly journals Hegemonic Discourses of Métis Identity in British Columbia, Canada

2021 ◽  
Vol 14 (1) ◽  
pp. 79-95
Author(s):  
Gabrielle Legault
Keyword(s):  
British Columbia ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Cultural Values ◽  
Narrative Analysis ◽  
External Factors ◽  
Critical Discourse ◽  
Colonial Institutions ◽  
Internal And External Factors

Viewing Métis identity not as a natural, essential, or fixed phenomenon, but as an experience formed through internal and external factors, this article examines the mechanisms by which people residing in British Columbia identify as Métis. Through interviewing Métis Peoples and engaging in Critical Discourse Analysis (CDA) and Narrative Analysis (NA), this research demonstrates how Métis narratives centre on and replicate three hegemonic discourses based on racial mixedness, Métis cultural values, and Métis nationalism. The ‘Métis subject’ is then not an easily described coherent subject, but rather a co-constructed description based on transient identification with multiple and sometimes contradictory texts, which are themselves made meaningful through discourses. Understanding ‘Métis’ in this way allows for an exploration of the role of power in producing meanings of ‘Métis’ and how individuals, groups, and institutions can strategically mobilize particular meanings and resist definitions of Métis prescribed by Eurocentric perspectives embedded in colonial institutions.

scholarly journals Critical Discourse Analysis on TV Advertisements for Beauty Products

2020 ◽  
Vol 5 (2) ◽  
pp. 453
Author(s):  
Falla Nour Rohmah ◽  
Suhardi Suhardi
Keyword(s):  
Qualitative Research ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Cultural Values ◽  
Social Practice ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Facial Beauty ◽  
Standards Of Beauty ◽  
Beauty Products

This research examines TV advertisements for beauty products on local TV from the perspective of Critical Discourse Analysis. This research mainly focuses on the use of language in beauty advertisements and the strategies used by advertisers to manipulate and influence their customers. This analysis is based on Fairclough's three-dimensional framework, which shows how the ideology of “beauty” is produced and reproduced through advertisements on TV. Qualitative research was conducted on beauty product advertisements from ten TV advertisements for beauty products in 2019. The advertisements taken and analyzed were advertisements for facial beauty products from various brands and types. The findings suggest that advertisers use a variety of strategies to manipulate women. Advertising language is used to control people's thoughts. The better the words the advertisers used to manipulate the viewers, the better reaction that they will get from the viewers. This research shows advertisers are not only promoting their products but highlighting society's standards of beauty and cultural values into the viewers’ lifestyle and how the TV advertisements have shaped the beauty ideology of social practice in Indonesia.

scholarly journals Seeing the whole man: a visualist analysis of artificial limbs at the end of the nineteenth century

2021 ◽  
Author(s):  
Constance Crompton
Keyword(s):  
Nineteenth Century ◽  
Discourse Analysis ◽  
Visual Culture ◽  
Critical Discourse Analysis ◽  
The Body ◽  
Critical Discourse ◽  
Artificial Limbs ◽  
Artificial Limb ◽  
Culture Studies ◽  
Visual Culture Studies

The thesis uses the central concerns of visual culture studies to investigate the shift towards artificial limbs that imitate the body as identified by Steven Mihm (2002). Drawing on a modified, less utopian, form of critical discourse analysis, which recognizes the sociocultural power of the visual, this thesis interrogates the promotional literature that the A.A. Marks Company, an artificial limb manufacturer, produced between 1888 and 1920. This thesis critically analyzes the techniques used by the company to assert their authority to frame their relationship to their clients. In addition, this analysis interrogates the company's use of the technologies of vision to champion visually imitative prosthesis. The goal of this analysis is to determine how the company deployed the turn towards the imitative, and what was at stake for the producers, and consumers, as well as the wider culture in the use of imitative limbs.

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