Working of Ideology in the TV Commercials of Cold Drinks in Pakistani Media

Madiha Ahmad, Sofia Ahmad, Nida Ijaz, Sumera Batool, Maratab Abid

Abstract


The article aims at the analysis of the TV commercials of three carbonated cold drinks from Pakistani media. The analysis will be carried out using the three dimensional framework presented by Fairclough.  Through the analysis, the ideological framing of the commercials will be brought to light. To achieve this purpose different techniques used by the ad- makers will be described, interpreted and explained in the light of critical discourse analysis.

Keywords: Advertisements, Power, Ideology, CDA, Fairclough


Full Text:

PDF

References


Blommaert, J. (2005). Discourse: Key topics in Sociolinguistics. New York: Cambridge.

Chouliaraki, L. & Fairclough, N. (1999). Rethinking Critical Discourse Analysis. Edinburgh: Edinburgh University Press.

Conradie, M. (2013). A critical discourse analysis of race and gender in advertisements in the South African in-flight magazine Indwe. African Identities, 11(1), 3-18. Retrieved from Research Gate.

Cook, G. (2001). The discourse of advertising. London: Routledge.

Dijk, T. (2008). Discourse and power. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan.

Dijk, T. (2008). Discourse and context: A sociocognitive approach. New York: Cambridge.

Fairclough, N. (1989). Language and power. London: Longman.

Fairclough, N. (1995). Critical discourse analysis: The critical study of language. London: Longman.

Fairclough, N. L. and Wodak, R. (1997). Critical discourse analysis. In T. A. van Dijk (Ed.), Discourse Studies. A Multidisciplinary Introduction, Vol. 2. Discourse as Social Interaction. London: Sage

Fairclough, N., Mulderrig, J., & Wodak, R. (2011). Critical Discourse Analysis. In T. Dijk (Ed.), Discourse studies (2nd ed., Vol. 2, p. 358). Los Angeles: SAGE Publications.

Fowler, R. (1991). Language in the News: Discourse and ideology in the press. London: Routledge.

Kaur, K., Arumugam, N., & Yunus, N. (2013). Beauty Product Advertisements: A Critical Discourse Analysis. Asian Social Science, 9(3), 61-71. Retrieved from www.ccsenet.org/ass

Locke, T. (2004). Critical discourse analysis (p. 42). London: Continuum.

Paltridge, B. (2008). Discourse analysis: An introduction. London: Continuum.

Tahmasbi, S., & Kalkhajeh, S. (n.d.). Critical Discourse Analysis: Iranian Banks Advertisements. Asian Economic and Financial Review, 3(1), 124-145. Retrieved from http://aessweb.com/journal-detail.php?id=5002

Wodak, R. (1997). Gender and discourse. London: Sage Publications.

Wodak, R. (2001). What CDA is about - a summary of its history, important concepts and its developments. In M. Meyer & R. Wodak (Eds.), Methods of critical discourse analysis. London: SAGE.


Refbacks

  • There are currently no refbacks.




Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

2010-2019 (CC-BY) Australian International Academic Centre PTY.LTD.

Advances in Language and Literary Studies

You may require to add the 'aiac.org.au' domain to your e-mail 'safe list’ If you do not receive e-mail in your 'inbox'. Otherwise, you may check your 'Spam mail' or 'junk mail' folders.