Discourse Analysis of Charity Advertise
Discourse Analysis of
Advertisements of
Charity
Organizations
Submitted to: Dr. Serwat Rasul
Prepared by: Basharat Rasheed Mirza,
MPhil. Linguistics,
NCBA & E,
Gujrat.
Contents
• Introduction
• Objectives
• Literature Review
▫ The Term: Discourse
▫ The Term: Discourse Analysis
▫ Multimodal Discourse Analysis
▫ Semiotic Analysis
• Data and Research methodology
• Data Analysis
• Conclusion
• References
Introduction
• DA has emerged as a separate discipline and a significant field in linguistics.
• The field of DA is so vast that other disciplines like Sociology, Anthropology, IR,
Communication studies, Education, etc. are also using it in their fields.
• Discourse of Advertisements of charity organizations differs with other discourses in its more convincing and persuasive language. Objectives
The present study aims at analyzing textual and visual information in advertisements and the way they correlate.
To critically analyze the information in advertisements and investigate how meaning making takes place in social context.
What is Discourse?
• In a limited sense, Discourse usually means actual instances of communicative action in the medium of language.
• Discourse is a meaningful symbolic behaviour in any mode.
(Blommaert, 2005:2)
• Discourse refers to language use as a social practice, a kind of language used within a specific field, a way of speaking which gives meaning to experiences from a particular perspective. (Fairclough 1993: 138)
• Discourse can be in written form, image(s), gestures, in fact everything that comes under the sun and has a purpose of conveying meaning for the listeners.
• Discourse involves patterns of belief and habitual action as well as patterns of language.
Discourse = Language + eye contact + gesture
What is Discourse Analysis?
• People in a variety of academic departments and disciplines use the term “discourse analysis” for what they do, how they do it, or both. (Johnstone 2008: 01)
• DA is the study of ways in which
Advertisements of
Charity
Organizations
Submitted to: Dr. Serwat Rasul
Prepared by: Basharat Rasheed Mirza,
MPhil. Linguistics,
NCBA & E,
Gujrat.
Contents
• Introduction
• Objectives
• Literature Review
▫ The Term: Discourse
▫ The Term: Discourse Analysis
▫ Multimodal Discourse Analysis
▫ Semiotic Analysis
• Data and Research methodology
• Data Analysis
• Conclusion
• References
Introduction
• DA has emerged as a separate discipline and a significant field in linguistics.
• The field of DA is so vast that other disciplines like Sociology, Anthropology, IR,
Communication studies, Education, etc. are also using it in their fields.
• Discourse of Advertisements of charity organizations differs with other discourses in its more convincing and persuasive language. Objectives
The present study aims at analyzing textual and visual information in advertisements and the way they correlate.
To critically analyze the information in advertisements and investigate how meaning making takes place in social context.
What is Discourse?
• In a limited sense, Discourse usually means actual instances of communicative action in the medium of language.
• Discourse is a meaningful symbolic behaviour in any mode.
(Blommaert, 2005:2)
• Discourse refers to language use as a social practice, a kind of language used within a specific field, a way of speaking which gives meaning to experiences from a particular perspective. (Fairclough 1993: 138)
• Discourse can be in written form, image(s), gestures, in fact everything that comes under the sun and has a purpose of conveying meaning for the listeners.
• Discourse involves patterns of belief and habitual action as well as patterns of language.
Discourse = Language + eye contact + gesture
What is Discourse Analysis?
• People in a variety of academic departments and disciplines use the term “discourse analysis” for what they do, how they do it, or both. (Johnstone 2008: 01)
• DA is the study of ways in which
References: • Johnstone, Barbara (2008). Discourse Analysis. 2nd Edition. Blackwell publishing. • Jorgensen, Marianne & Phillips, Louise (2002). Discourse Analysis as Theory and Method. Sage publications. • Green, Keith & Lebihan, Jill (2001). Critical Theory and Practice. London Routledge. • Fairclough. N. (2003). Analyzing DiscourseTextual Analysis for Social Research. London: Routledge.