scholarly journals A Critical Discourse Analysis of the Advertisements of Unilever Pakistan Limited

2020 ◽  
Vol 9 (5) ◽  
pp. 74
Author(s):  
Jved Hussain ◽  
Syed Khuram Shahzad ◽  
Nadia Sadaf ◽  
Saima Irshad ◽  
Rana Iqtadar Ahmed
Keyword(s):  
Qualitative Research ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Personal Care ◽  
The People

The present study observed the advertisement of Unilever Pakistan Limited from the angle of critical discourse analysis. The study primarily concerned with the usage of language in the commercials of Unilever Pakistan and the tactics used by the advertisers to attract and convince the consumers to buy their products. The analysis of this study is based on Norman Fairclough three-dimensional framework. It determines how the ideology of ‘home and personal care’ is used in the advertisements of Unilever Pakistan Limited. Qualitative research was done on the three advertisements of Unilever’s major products. The outcomes showed that promoters employed different techniques to grasp the attention of their consumers. The commercials lead the people to think that whatever is shown to them is based on reality. This study also demonstrated that the ideology of “home and personal care’ in the commercials of Unilever Pakistan is dominant, and the products of Unilever are mandatory to lead a better life. The language of the commercials is used to govern the minds of the people.

scholarly journals Written Text on Pakistani Vehicles: A Critical Discourse Analysis

2021 ◽  
Vol 1 (1) ◽  
pp. 40-57
Author(s):  
Sidra Mahmood
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Social Issues ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Motor Vehicles ◽  
Three Dimensional Model ◽  
Written Text ◽  
The People ◽  
The Social

Linguistically, the word ‘language’ has shifted into ‘discourse’ which is a social phenomenon not only to express the thoughts but also to reflect the mindset and contexts of a specific community. The purpose of this study is to examine the slogans written on Pakistani automobiles and to understand the logic behind the social and cultural affiliations of these slogans. Pakistani culture of the art of making pictures and written phrases, poetic verses and imperative sentences on vehicles is famous all over the world. The study has analysed the writings found on vehicles, and although these writings might look trivial on the automobiles, they address various social issues. The Three-Dimensional Model of Critical Discourse Analysis (CDA) by Fairclough (2001) is used as a theoretical framework that explains the study at three levels: lexical, syntactic patterns, interpretations, and social practices. The discourses written on the vehicles are characterised into different categories, which are life’s mission statements, loud messages, mind baffling messages, everyday life annoyances, provoking statements, and religious looms. Twenty images and pictures have been captured from vehicles as a random sample of this study. The results reveal the mindset behind these discourses. They are used to highlight social issues which Pakistan faces, being a developing country. In short, the study discloses the strong link between the vehicles and the people using them to convey messages to the society which can bring harmony among the public. The current study is limited to only Pakistani motor vehicles.

scholarly journals Political Humor in Ibn Mammātī's Kitāb al-Fāshūsh fi Aḥkām Qarâqûsh (The Decisions of Qarâqûsh)

2020 ◽  
Vol 6 (1) ◽  
pp. 482-511
Author(s):  
Ibrahim Dowaidar
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Defense Mechanism ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Three Dimensional Model ◽  
Political Leaders ◽  
Political Humor ◽  
The People ◽  
Egyptian History

AbstractThis study is an attempt to investigate medieval humor in the Ayyubid period (1171–1250). In a period of constant wars, terrible plagues, and turmoil, Ibn Mammātī wrote a pamphlet entitled Kitāb al-Fāshūsh fi Aḥkām Qarâqûsh (stupidity, or the decisions of Qarâqûsh). It is a small volume which contains words and actions that Qarâqûsh could have said or done. The book is written as an attempt to ridicule one of the most important political leaders of the Ayyubid state Emir Qarâqûsh Ibn ‘Abd Allāh al-Asadī (surnamed as Bah’āaddīn Qarâqûsh) (n.d. – April 1201). The book is so influential that historical facts are overshadowed, and overwhelmed by the humorous anecdotes that branded Qarâqûsh forever as a symbol of a lunatic tyrant. This manuscript, however, is believed to be one of the oldest books on political humor in the Egyptian history (Al-Najjār 1978: 56). Therefore, using a critical discourse analysis perspective, the study seeks to examine and analyze humor and jokes in selected anecdotes from Ibn Mammātī’s book. I have drawn upon the three-dimensional model of discourse analysis developed by Norman Fairclough (1992a, 1995a, 1995b, 2001, 2003). The study aims to prove that this pamphlet has been used in the entire Islamic world in different epochs as a defense mechanism against all the ruthless sultans, kings, rulers, and presidents. I claim that these jokes have served as a sort of recreation for the people, as a means of peaceful protest, and as a silent cry against oppression and tyranny.

scholarly journals Rhetorical Strategy and Linguistics Features in E-Petition Through Change.org

2019 ◽  
Vol 13 (4) ◽  
pp. 239
Author(s):  
Nurrahma Restia Fatkhiyati ◽  
Suharno Suharno
Keyword(s):  
Qualitative Research ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Rhetorical Strategy ◽  
Emotional Appeals ◽  
Rhetorical Questions ◽  
And Linguistics ◽  
Logical Connectors

The research explored what types and how rhetorical strategy correlated with the linguistics features in e-petitions through Change.org entitled “KPK dalam Bahaya”. The data were e-petitions collected through Change.org. The analysis was holistically descriptive and included in qualitative research. The approach used critical discourse analysis by Fairclough that was using Fairclough’s three-dimensional framework and the strategy of rhetoric by Aristotle. Those theories helped the researcher to find out how the rhetorical strategy and the linguistics features created persuasive meaning. The findings indicate that euphemism, metaphor, connectives, logical connectors, rhetorical questions, and modality support the rhetoric strategy constructing the meaning beyond the words. Through one of the rhetoric strategies, pathos persuades the readers to agree to the argument and sign the e-petitions. Due to the emotional appeals, all of these language instruments help the rhetoric to provoke the readers significantly.

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.

CRITICAL DISCOURSE ANALYSIS AT INSTAGRAM’S CAPTION IN ADVERTISEMENT OF PONDS

2020 ◽  
Vol 26 (02) ◽  
pp. 345-370
Author(s):  
Lucia Putri ◽  
Diana Rozelin ◽  
Chandri Febri Santi
Keyword(s):  
Qualitative Research ◽  
Discourse Analysis ◽  
Empirical Study ◽  
Critical Discourse Analysis ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Celebrity Endorsement ◽  
Know How ◽  
Textual Features ◽  
Three Dimensional Models

Critical discourse analysis (CDA) provides theories and methods for the empirical study of the relations between discourse and social and cultural developments in different social domains. CDA is not only a description and interpretation of discourse in context, but also offers an explanation of why and how discourses work. The writer interests in discussing Critical discourse analysis (CDA) because by using the critical discourse analysis (cda) this can express how community ideology about an event. The aims of the research are : (1) to elaborate of textual features of the advertisement, (2) to find out of discursive thecnique of the advertisement, (3) to find out social feature of the adevertisement. In this research, the writer applies the theory of Fairclough with three dimensional models by as supporting theory to answer the problem of the research. This research is qualitative research that focused on qualitative research by Hill Way in Kaelan and uses technique purposive sampling by Sugiyono. The writer found on the research that: (1) there are four textual features in the advertisement, (2) the tecniques of discursive found in the advertisement are two tecniques, with celebrity endorsement and scientific evindence, (3) to know how ideology and consumers views of this advertisement

scholarly journals THE CRITIQUES AND IDEOLOGIES SHARED IN THE INAUGURATION SPEECH OF DONALD TRUMP (A STUDY OF CRITICAL DISCOURSE ANALYSIS)

2019 ◽  
Vol 25 (2) ◽  
Author(s):  
Imron Hizbullah ◽  
Muhammad Taufiq Al Makmun
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Discursive Practice ◽  
Linguistic Features ◽  
Three Dimensional Model ◽  
Donald Trump ◽  
Political Aspect ◽  
Political Condition

<em>This paper investigates the Critical Discourse Analysis (CDA) in studying the inauguration speech of Donald Trump at the Capitol Hill, Washington DC on January 20, 2017. The objective of the study is to uncover the hidden messages regarding ideologies shared and critiques appointed to Obama’s presidency. The paper uses the theory of CDA by Norman Fairclough by focusing on the three aspects of research which are (1) micro or linguistic analysis, (2) Mezzo or discursive analysis, and (3) macro or contextual analysis. The three dimensional model of CDA is aimed to uncover the ideologies shared and critiques appointed to based on linguistic features, socio-political aspect, and discursive practice. The American Dream is represented in seven issues risen which are (1) US economic condition during Obama’s presidency, (2) US political condition during Obama’s presidency, (3) US social condition during Obama’s presidency, (4) The concept of making America great again, (5) Anti-radical Muslim immigrants, (6) America First, and (7) Nationalism. The result of the study reveals that the speech brought some ideologies or thoughts shared to the audiences and might change the people’s perception on Obama’s two periods of presidency who is considered as failure.</em>

scholarly journals STEREOTYPED LANGUAGE ABOUT WOMEN ON INTERNET MEMES OF MEME COMIC INDONESIA (A Multimodal Critical Discourse Analysis)

2019 ◽  
Vol 15 (2) ◽  
Author(s):  
Ayu Lestari Siregar ◽  
Busmin Gurning ◽  
Didik Santoso
Keyword(s):  
Discourse Analysis ◽  
Personality Traits ◽  
Critical Discourse Analysis ◽  
Three Dimensional ◽  
Critical Discourse ◽  
The Internet

This study examined 21 (twenty one) Internet memes taken from instagram wall of Meme Comic Indonesia (MCI). This studies applied Multimodal Critical Discourse Analysis promoted by Van Leeuwen which particularly in this study was the merger between Three Dimensional of Fairclough and Visual Grammatical of Kress and Van Leeuwen. The results of this study revealed five kinds of stereotyped language about women which are women’s personality traits, women’s cooking domestics behaviour, women’s physical appearances, women’s teaching occupation and women’s driving motorcycle behaviour which considered as new kind of stereotype about women. It is also revealed that the process of realization of stereotyped language about women is by seeing the context of the features used by the creator of the internet memes. The reasons of using stereotyped language about women as humour can be seen as critics and warning attemptions by the creator of the internet memes.Key words: Stereotyped Language about Women, internet memes, Multimodal Critical Discourse Analysis

scholarly journals EVALUASI PERSPEKTIF POLITIK TRUMP PADA “SAVE AMERICA RALLY”

Diksi ◽  
2021 ◽  
Vol 29 (2) ◽  
pp. 175-188
Author(s):  
Ikha Adhi Wijaya ◽  
Annas Annas ◽  
Sumarlam Sumarlam
Keyword(s):  
Qualitative Research ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Point Of View ◽  
Critical Discourse ◽  
Online Media ◽  
Political Will ◽  
Electoral Vote ◽  
Vote Count ◽  
The Government

(Title: The Evaluation of Trump’s Political Perspectives at The  “Save America Rally”). This paper explores Trump speech in online media CBC news entitled “Live Coverage: Protesters Swarm Capitol, Abruptly Halting Electoral Vote Count” in the point of view of discourse analysis. This research belongs to qualitative research. The method used to analyze is distributional and referential method. It analyzed Trump ideology’s Perspectives through structure manifested by Emotive words, phrases, sentences from his speech, specifically it explored from critical discourse analysis conducted by Teun A .Van Dijk.  It resulted and indicated that Trump conveyed his political will by protesting the result of the ballots. He said there was fraud in the middle of the election. In fact, instead of protesting the election, he also conveyed the autocritics towards the government (himself). Key Words:  speech, Trumps, critical discourse analysis, ideology

“They cowardly attack US, so we nobly eliminate them…”

2020 ◽  
Vol 11 (2) ◽  
pp. 292-315
Author(s):  
Cristina Mayor-Goicoechea ◽  
Jesús Romero-Trillo
Keyword(s):  
Discourse Analysis ◽  
Special Reference ◽  
Critical Discourse Analysis ◽  
Corpus Linguistics ◽  
Critical Discourse ◽  
Islamic State ◽  
The People ◽  
Linguistic Strategies

Abstract The threat of the Islamic State is realised both in its attacks and its discourse. To illustrate the role of linguistic threats, the present study investigates the ISIS online propaganda magazine Dabiq by combining Critical Discourse Analysis and Corpus Linguistics (Romero-Trillo 2008; Baker et al. 2008). Following the two groups described by van Dijk (2003), which are represented by the in-group (ISIS) and the out-group (against ISIS), we propose a third element: the translocal group (i.e., the people in between). The results show the substantial presence of linguistic strategies enhanced by Dangerous Speech (Benesch 2013) to create a high segregation between the groups. Also, the analysis shows the inextricable relationship between conflict and dangerous language and the need to investigate this link further, with special reference to the polarisation of the groups and to the subsequent escalation of violence in discourse.

The People or the Police: Who to Blame? A Study Investigating Linguistic and Textual Devices Journalists Use in Framing News Stories

2016 ◽  
Vol 6 (12) ◽  
pp. 2245
Author(s):  
Hamza Ethelb
Keyword(s):  
Public Opinion ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Critical Discourse ◽  
The Public ◽  
News Stories ◽  
The People ◽  
News Organizations ◽  
Al Arabiya ◽  
News Event

One news event may be represented differently by different news organizations. Research in news representation remains sparse in Arabic. This article investigates some of the linguistic and textual devices used in journalistic texts. It looks at the way these devices are used to influence public opinion. This gives rise to significance of conducting this research. This study uses these devices within the framework of Critical Discourse Analysis (CDA). For the purpose of this study, four news articles produced by Aljazeera and Al-Arabiya were examined under CDA in order to show how journalists structure their news stories to imply an ideological stance. The analysis showed that Aljazeera and Al-Arabiya represented the people and the police differently, each according to their ideological and political leanings. This resulted in the public having different opinions of the event.

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