A Critical Discourse Analysis of Textual and Visual Features in the Air Asia Advertisements
1.0 INTRODUCTION
1.1 Background of the study
Nowadays in modern societies, advertisements surround us everywhere we go and appear in our daily life. It can be seen through various types of medium such as television, radio, internet, billboard, newspapers, and magazines and even in our mobile phone and tablets. It is impossible for us to avoid from advertisement as we encounter with it every day from the moment we start our day. For instance, as claims by Cook (1996), we cannot walk down the street, shop, watch television, go through email, surfing internet, read a newspaper or magazine and take train or bus without encountering advertisements. The huge billboard on the highway and creatively-painted advertisements on the body of public transport are views that we cannot escape from (Choo, 1999). Hence, according to Cook (1996) it is strange if many people are reluctant to pay attention to advertisement.
Bhatia (2004) points out advertisements, sales promotion letters, job advertisements and book blurbs are some of the primary members of the colony of promotional genres although they are different in terms of the specificity of the product they promote. Advertisements serve the same set of communicative purposes, though most of them use different strategies to promote the product or service. Straight-line advertisements most often use 'product appraisal ' as the main
In the “Squatty Potty” infomercial, the ad makers are trying to convince the audience to buy their product by explaining to them how using it helps prevent health problems. In the beginning of the ad the prince shows us how the unicorn is going to teach us how to use the squatty potty and how the squatty potty is going to give us the poop of our lives. The ad makers carefully crafted logos and ethos appeals to give reasons and knowledge for their audience to buy their product. They also used humor and comic to make the audience watch and feel more comfortable thinking about the proses of pooping. The first thing the ad makers used to attract their audience is using pathos appeals through comedy.
A rhetorical analysis of: “For many restaurant workers, fair conditions not on menu”, an editorial published in February, 2014 by The Boston Globe, reveals the author’s use of classic rhetorical appeals to be heavily supported with facts, including focused logos arguments. “For many restaurant workers, fair conditions not on menu” is a Boston Globe editorial published in February 2014 by author/editor Kathleen Kingsbury. Kingsbury is a Pulitzer prize winning author and is currently the deputy managing editor (The Boston Globe). “For many restaurant workers, fair conditions not on menu” aims to inform the reader of the hardships that minimum wage restaurant workers in the United States have to face and steps that could be taken to solve these issues. The article focuses in on the wage gap,
Unbroken The author wrote this story to inform the reader of the life of Louis Zamperini, while also telling the story in an entertaining way. Hillenbrand demonstrated the main idea throughout the book by using rhetorical devices such as diction, syntax, imagery, and tone. Hillenbrand’s use of these rhetorical devices contribute to the book Unbroken by emphasizing the main character, Louis “Louie” Zamperini’s, life before, during, and after becoming a prisoner of war.
Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence
In "Hype", written by Kalle Lasn argues about advertisements nowadays are unconsciously part of our daily life. Everyday we see different types of ad such as display ads, radio commercials, and TV commercials. According to the author 's, so many commercials are mental polluting. There is no place to hide from advertisements are found everywhere such as buses, billboards, stadium, gas station, countryside, etc. I agree with the author point of view.
Rhetorical appeals reveal the hidden message the character is trying to convey. The rhetoric also highlights the character’s emotions, feelings and the significance of the text. It allows readers to gain a better understanding of the characters. Arthur Miler, the author of The Crucible, highlights the importance of mass hysteria through rhetorical appeals. John Proctor, the tragic hero is a loyal, honest, and kind-hearted individual.
Advertising is the best way to get a message across to a certain audience. It serves as a mean of communication of a product or service. It is broadcasted through every media around the world in order to make any product known. The brand Coca Cola is one of the most known companies in the world; their main product is a type of beverage. Throughout the years, this company has been making history with their worldwide advertisements.
In this passage, Ezekiel Cheever responds to John Proctor’s curiosity about what a needle in a poppet signifies and why his wife Elizabeth is being accused of using witchcraft against Abigail Williams. Cheever’s response explains his knowledge of how Abigail was afflicted, his possession of strong evidence against Elizabeth Proctor as a court official, and both his and the town of Salem’s tendency to turn to superstition to explain mysterious events. As Cheever explains how Abigail was afflicted by the needles from the poppet, he utilizes a simile when he states that Abigail fell to the floor, after being stabbed, “like a struck beast” (74). Cheever says this to emphasize the abruptness and intensity of the situation and how significant it is that there is no visual perception of anyone
Puritan’s harsh beliefs represented the beginning of the Nineteenth Century in the newly colonized America. Their community ruled with an iron fist: unforgiving, pitiless, stern. In The Scarlet Letter, Nathaniel Hawthorne expresses his disagreement with puritan priorities by revealing the hypocrisy widely practiced throughout their community. Hawthorne’s utilization of dim diction aids in the establishment of his scornful tone, while inclusion of symbols and intricate juxtaposition all serve to accentuate the Puritan’s duplicity. All these factors combine to develop a critical tone which rebukes puritan society.
Using logos, pathos and ethos influence the people and always has a purpose of why they create the advertisement and for who. Majority of all the advertisement can be for child, teenagers, and adult. The point is cooperation’s or business has a message of representation from their companies that it makes them unique but people has to have more power of controlling how they react to advertisement and pay attention to little details. Advertisement has purpose, audience and language and in common it has persuaded, inform and
During Super Bowl Sunday, millions of people across the globe tune in to watch the game while also gawking at some of the most popular commercials of the year. Coca-Cola presented its commercial “Love Story” during this past Super Bowl. They are known for having memorable and popular advertisements, this past one was no different. “Love Story” persuades the average person to drink a Coke with any meal along with the ones they cherish.
This is a literary analysis on the novel 1984 by George Orwell. 1984 is a more recent classic dystopian novel. Written in 1949, it's based in the future year of what is presumed to be 1984. It focuses on the life of Winston Smith, a member of the newly established Party that rules over a territory called Oceania and that is led by a man called Big Brother. This novel provides a rather frightening insight into a dystopian socialist environment.
Advertising is a form of propaganda that plays a huge role in society and is readily apparent to anyone who watches television, listens to the radio, reads newspapers, uses the internet, or looks at a billboard on the streets and buses. The effects of advertising begin the moment a child asks for a new toy seen on TV or a middle aged man decides he needs that new car. It is negatively impacting our society. To begin, the companies which make advertisements know who to aim their ads at and how to emotionally connect their product with a viewer. For example, “Studies conducted for Seventeen magazine have shown that 29 percent of adult women still buy the brand of coffee they preferred as a teenager, and 41 percent buy the same brand of mascara”
Rhetorical Analysis of Colgate Advertisement Most people take care of their teeth, and in doing such, need to buy products to keep their teeth clean, and healthy. Advertisements for a toothpaste company need to be persuasive to their customers so they can keep the business. Color schemes, rhetoric, statistics, and even celebrity endorsements can all be used in advertisements to hook a customer on a product. Dental hygiene products are extremely important to some, and companies must be careful, and meticulous about how their merchandise is being portrayed.
A multimodal discourse analysis will be used to interpret various concepts in the Kentucky Fried Chicken (KFC) advertisement. The Kress and Van Leeuwen (2006) framework for interpreting visual signs will be utilised to analyse an advertisement with the purpose of indicating how visual and verbal signs in the advertisement are used to make meaning. It will also be used to indicate how visual and verbal signs are utilised and relate with each to make meaning. The multimodal text is any text which uses more than one mode such as verbal and visual signs to create meaning (Kress & Van Leeuwan, 2006).