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English
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| Number of pages / Number of words: |
5 / 1243 |
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This framework was established by Norman Fairclough in his publication, ‘Language and Power’ (2001), and provided me with a systematic process of examining the textual elements of the advertisements.
Unlike Fairclough’s full model of ‘critical discourse analysis’, I did not extend my research to consider issues of ‘social networks’ that may or may not surround my sample of advertisements...
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I was predominantly concerned with the ‘semiotics’ aspect of the framework. ‘Semiotics’ refers to ‘a general science of ‘signs’, of which, according to many scholars in the 20th century, linguistics is a part’ (Matthews:1997:336). In light of this, I considered linguistic ‘signs’ that indicated audience design as a significant underlying feature of advertising language...
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