Ahmed, A. K. (2013). Teacher-Centered versus LearnerCentered teaching style.

The Journal of Global Business Management, 9, (1), 22-34. Retrieved from

http://www.jgbm.org/page/3%20Ahmed%20Khaled%20Ahmed.pdf
Abuczki gnes: The Use of Metaphors in Advertising
Argumentum, 5 (2009), 18-24
Kossuth Egyetemi Kiad (Debrecen)
18

Tanulmny
Abuczki gnes

The Use of Metaphors in Advertising

A Case Study and Critical Discourse Analysis of Advertisements
in Cosmopolitan
http://epa.oszk.hu/00700/00791/00005/pdf/abuczkia.pdf
Abstract
The aim of this study is to draw attention to the ways the media use and manipulate people's thinking by
applying a specific type of figure speech, namely metaphor in advertisements. I try to investigate the
relationship
between individual psychology, metaphor and the media by means of a case study of the metaphors contained in
two issues of the Cosmopolitan magazine, the original American issue and a Hungarian version. A model is
proposed in my essay whereby people's thinking is structured by metaphor. Magazines such as the
Cosmopolitan
have the power to influence the way that people, and therefore, societies construct abstract domains such as
interpersonal relationships, health, and beauty. In the first half of this paper, I will explain the relationship
between consumerism and advertising; and I will also provide a definition of metaphors, describe their
component parts, observe their role from a cognitive perspective, and provide a brief historical overview of the
research of metaphors. In the second part of the paper, I will present my research of a collection of metaphors
categorized according to their source domains found in the adverts of the magazine.

This discussion briefly sketched the theoretical issues of metaphor studies, and provided a
few case studies of the advertisements of a popular women's fashion magazine. Nowadays,
when we are all exposed to heavy masses of adverts, we must always bear in mind that
advertising has several tools and tricks to influence us. Therefore, we have to filter the
information presented in ads, and be careful to accept portrayals of people and the world
found in adverts, as they often tend to employ stereotypes. Hopefully, my paper has managed
to call attention to the importance of further research into the relationship between metaphors
and the media, more specifically, to the usefulness of performing Critical Discourse Analysis
of the metaphors that are presented in the media.
http://www.ijalel.org/pdf
International Journal of Applied Linguistics & English Literature
ISSN 2200-3592 (Print), ISSN 2200-3452 (Online)
Vol. 2 No. 1; January 2013
Copyright Australian International Academic Centre, Australia
Analyzing the Advertising Discourse- A Journey from Sight to Mind
Mahrukh Baig
M. Phil Applied Linguistics
University of Management and Technology
Center for English Language (CEL), UMT, C II Johar Town Lahore, Pakistan
E-mail: mahrukh.baig@gmail.com
Received: 16-08- 2012 Accepted: 25-09- 2012 Published: 01-01- 2013
doi:10.7575/ijalel.v.2n.1p.126 URL: http://dx.doi.org/10.7575/ijalel.v.2n.1p.126
Abstract
This research paper sets out to project an in-depth study of the advertising

discourse by applying methodological

approaches of Discourse Analysis and Critical Discourse Analysis to the chosen
advertisements. It aims at examining
the power relations and struggles among product-producers and productconsumers, to gauge the level of
psychological dominance exercised through the advertising discourse. The study,
fundamentally, presents a counteranalysis
of advertising strategies, as to how far they influence the consumers attitudes
and to what extent the
consumers direct their discourse. In other words, this research attempts to
answer the question: who turns out to be
more powerful by controlling the others mind, in advertiser-consumer
relationship?, whether it is the consumer who
shapes the discourse of advertisements through their demands, or the advertiser
who affects the consumers beliefs
through their discourse! Thus, the current paper presents a comprehensive
review of the relevant literature leading
towards a theoretical framework of preferred DA and CDA approaches to be
further applied on the discourse of
advertisements. And towards the end, it states the final remarks concluding the
entire discussion and reflecting upon the
effectiveness of Critical Discourse Analysis in its application on the advertising
phenomena.
6. Conclusion
It (CDA) seeks to discern connections between language and other elements in
social life which are often opaque.
(Fairclough 1989:29)
The advertising discourse is an apt choice for a healthy analysis of opaque power
relations. Being a distant form of
communication, where participants are separated in place and time,
advertisements do not allow the discursive
constraints to apply on them. This is mainly due to a sense of one-sidedness
and estrangement yet engagement with
the consumers. The advertisers generalize their discourse by using an ideal
content and drawing an ideal relationship
with the ideal target audience, in order to control the discourse as powerfully as
possible. Thats why, in order to analyze
the power relations and struggles that function behind the discourse, this is
crucial to investigate who has more access to
discourse and whose access is constrained through societal mechanisms.

DISCOURSE ANALYSIS ON ADVERTISEMENT Alim Sukrisno

Semarang State University
LANGUAGE CIRCLE Journal of Language and Literature IV/2 April 2010

http://journal.unnes.ac.id/nju/index.php/LC/article/download/898/837
ABSTRACT This article is concerned with the analysis of discourse on
advertisement. The aim of this discussion is to try to make sense of an
advertisement from the point of view of linguistic construction, meaning, and its
textuality. Results of the discussion indicate that in order to be called a text the
observed advertisement should be analyzed by means of elliptical operation. As
soon as the elliptical clauses and sentences of the advertisement are
established, the meaning or intention of the advertisement can be derived.
Unless the truths of the messages conveyed by the advertisement are clarified,
ambiguities will still remain that will affect the understanding and response of

the readers or potential buyers. As a material for discourse analysis, however,

the advertisement is a very interesting thing to be talked about. Key words:
advertisement
CONCLUSION
From the discussion above, the answers to the questions put forward at the beginning of
this paper which serve as the conclusions can be presented. First, the sequences NP in
the LANGUAGE CIRCLE Journal of Language and Literature IV/2 April 2010 111
advertisement banner are elliptical sentences. Second, these elliptical
sentences function as a text. Third, when the ambiguities of the text can be
sorted out and removed, the text will be truthful and communicative.
International Journal of Linguistics ISSN 1948-5425 2012, Vol. 4, No. 4 www.macrothink.org/ijl 36

The Power behind Images: Advertisement Discourse in

Focus
Hossein Vahid
Assistant professor of Applied Linguistics
Department of English Language and Literature, Faculty of Foreign Languages
Hezarjarib Street, University of Isfahan, Isfahan, Iran
Saeedeh Esmaeli (Corresponding author) Department of English Language and Literature,
Faculty of Foreign Languages Hezarjarib Street, University of Isfahan, Isfahan, Iran E-mail:
Saeedeh.3@gmail.com Received: June 23, 2012 Accepted: July 31, 2012 Published: December 1,
2012 doi:10.5296/ijl.v4i4.2658 URL: http://dx.doi.org/10.5296/ijl.v4i4.2658
Abstract
This paper aimed at analyzing six different advertisements (product/non-product ads) to
investigate the intentions and techniques of consumer product companies to reach more
consumers and sell more products. Methods of Critical Discourse Analysis (CDA) appear as a
useful approach for they offer excellent methods, not only for analyzing texts and images
adequately, but also for putting them in analyzable relations to socio-cultural processes and
changes. Norman Faircloughs 3-D model and Kress and van Leeuwen s grammar of visual
design were used to analyze the data. Thus, the results of the present study showed that when a
private producer intends to persuade the viewer to buy a special product, s/he gives the power to
the viewer. While the producer of the ad is the government, she tries to show her power.
However, it could be understood from the results that the producers, generally tend to use their
power and ideology to change peoples behavior and thought.
By analyzing these advertisements and defining the position of the viewers the followings were
concluded:
1) Mostly the producers try to show that the viewer has the power to choose or not to choose
something.
2) When the producers of the advertisement are the government, they want to show their power
over people.
The ideology behind the latter could be that the powerful person should show her/his power;
therefore, the powerless persons obey her/him. But the ideology behind the former could be that
by considering the viewer more powerful and giving the power to her/him to choose or not to
choose something, s/he will be more eager to choose that because s/he sees that s/he has the
power to select or not. As a whole, it could be seen that producers use their power and ideology to
change the behavior and thought of people. By the way, if people become aware of this fact they
can resist this effect.
Academic Journal of Interdisciplinary Studies
MCSER Publishing, Rome-Italy
Vol 3 No 4

July 2014

225

Language Power and Ideology in Commercial Discourse: A Prologue to Critical

Discourse Analysis for Neophyte Analysts
http://www.mcser.org/journal/index.php/ajis/article/view/3093/3049
Jabreel Asghar
English Language Institute, King Abdulaziz University, Saudi Arabia
Email: jabreel@hotmail.co.uk
Doi:10.5901/ajis.2014.v3n4p225
Abstract
Critical discourse analysis (CDA) has increasingly become popular as one of interdisciplinary approach to gain insight into
various kinds of discourses. A large number of undergraduate and postgraduate courses in applied linguists and media studies
across the world have included various forms of language analysis to familiarise graduates with different dimensions of text
analysis. This paper reviews the concept of critical discourse analysis, its various dimensions and tools which can be used for
discourse analysis for a critical insight into texts by focusing on an example of commercial discourse. The discussion provides
theoretical and practical layers of the approach by illustrating the concepts through sample analyses of the texts. The paper
aims to serve as a quick reference note for readers with little or no previous knowledge of CDA, providing rudimentary
understanding of the topic.
Keywords: critical discourse analysis

This paper has reviewed the way CDA perceives texts and interprets in the context of social practices in order to critique
the ideologies behind texts. The discussion established that discourses have the capacity to form and being formed the
social practices. Furthermore, discourse may contain hidden ideologies and the task of critical discourse analyst is to
expose and critique those ideologies to emancipate the readers of such texts from any vested interest or agendas of
various groups and individuals. It is particularly important to expose hidden ideologies because hidden ideologies are
more effective and, therefore, readers need to be aware of these before being influenced unknowingly. It is vital for
readers and cosnumers to be aware of the marketing strategies used by companies, which have pivotal role in the in teir
marketing compaigne. A simultaneous macro analysis of texts along with micro analysis enables readers to understand
texts more comprehensively.