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    Ads and Discourse Analysis

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    Nova Salsabilla
    The document discusses analyzing advertising discourse and examines ads in context. It notes that advertising discourse has existed since ancient Rome and its fundamental nature remains consistent over time. A meaningful analysis should include non-linguistic elements like images and sounds, and examine pictorial metaphors. Television commercials also present unique challenges due to their dynamic nature.

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    Ads and Discourse Analysis

    Uploaded by

    Nova Salsabilla
    8 views9 pages
    The document discusses analyzing advertising discourse and examines ads in context. It notes that advertising discourse has existed since ancient Rome and its fundamental nature remains consistent over time. A meaningful analysis should include non-linguistic elements like images and sounds, and examine pictorial metaphors. Television commercials also present unique challenges due to their dynamic nature.

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    discourse analysis

    Original Title

    ADS AND DISCOURSE ANALYSIS

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    The document discusses analyzing advertising discourse and examines ads in context. It notes that advertising discourse has existed since ancient Rome and its fundamental nature remains consistent over time. A meaningful analysis should include non-linguistic elements like images and sounds, and examine pictorial metaphors. Television commercials also present unique challenges due to their dynamic nature.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    8 views9 pages

    Ads and Discourse Analysis

    Uploaded by

    Nova Salsabilla
    The document discusses analyzing advertising discourse and examines ads in context. It notes that advertising discourse has existed since ancient Rome and its fundamental nature remains consistent over time. A meaningful analysis should include non-linguistic elements like images and sounds, and examine pictorial metaphors. Television commercials also present unique challenges due to their dynamic nature.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    GROUP 11

    Advertising &
    Discourse Analysis
    GROUP 11
     NOVA SALSABILLA E1D021111

     NAVIRIE AHMAD FAUZI E1D02

     UZLY
    Table of Contents
    1. Introduction

    2. The academic background

    3. Examining ads in context

    4. Lack of clear discourse boundaries

    5. Further developments in the reading of advertising

    discourse(s) and concluding remarks


    Introduction
    ; Advertising messages as samples
    of social interaction and activities.

     The discourse of advertising is based on the


    assumption that the text is produced with the
    intentions of persuading the viewer to buy a
    product or a service, or to present that product
    or service as desirable as possible to the
    viewer.
    The Academic Background
    Advertising, as far as we know, has been in existence approximately since the
    nineteenth century, although its earlier origins can be traced back to ancient Rome, or even
    Egypt (Wells et al., 1998: 23).

    It highlights the persistence of advertising discourse over time, noting that although
    contemporary advertisements may look more sophisticated, the fundamental nature of
    advertising discourse remains relatively consistent. Advertising discourse is analyzed in the
    context of its impact on society, with a discussion of the authenticity of the social concerns
    portrayed in advertisements.
    Examining ads in context
    A meaningful analysis of advertising discourse should include non-linguistic elements:
     Images and sounds, which play an important role in conveying emotion and subjectivity.

    Print ads, for example, rely on linguistic components to convey factual messages, while
    images introduce uncertainty and ambiguity, which create layers of interpretation.

     Pictorial metaphors, which combine visual and textual elements, contribute to achieving the
    desired interpretation.

    Television commercials provide unique challenges for discourse analysis due to their
    dynamic nature.
    Lack of clear discourse boundaries
    A possible way to conduct such a campaign analysis is to keep in mind a number of
    developmental tasks and discourse analysis questions that are at stake when we assess a sample
    of 'language in use': such questions relate to

    (1) the significance that a particular situation can give and how this occurs; and
    (2) what situations created by this piece of language are created in such a way that they can be recognized by
    others.

    Other important issues relate to the establishment of


    (3) specific identities and
    (4) relationships through this language instance.

    A language instance will also show some kind of


    (5) assessment of social values, will (
    6) establish a connection with other utterances, making them relevant to the present, as well as
    (7) attributing prevalence to a particular sign system to others.
    Further developments in the reading of advertising discourse(s) and
    concluding remarks

    In contemporary society, advertising is a pervasive and omnipresent cultural form


    (Myers,1999: 212), and it might be particularly disturbing and disconcerting to deal with a discourse
    that thrives on restlessness, whose features are undefined and unclear, and which refuses to become
    stable so as to provide a clearly focused corpus for analysis.

    It is worth considering that ads, despite the belief of manufacturers and advertisers that they
    exist solely to promote goods, may do many other things as well, and that these other activities are
    extremely revealing about the needs of contemporary society. Debate about the morality of ads tends
    to focus on the use of time and space to sell. This, however, may be only a small part of ads’ function
    and attractiveness.

    (Cook, 1992:
    225)
    Thankyou!

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