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The Discourse Analysis Of Lego Advertising

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The Discourse Analysis Of Lego Advertising
This discourse analysis essay will be critically analyzing the advertisement for LEGO that has been attached above. I will pay close attention to the purpose, structure, audience and tone of this advertisement as well as unpacking its linguistic features. The purpose for this LEGO advertisement will be identified first; followed by the study of how its structure, audience, tone and certain linguistic features will affect its persuasiveness.
The purpose of this advertisement is to persuade (UNISA. ENG1502: Study Guide. 2014: 80-83) its audience to buy the product; LEGO. The advertisement uses emotive language and elements to complete this task.
One of these emotive elements is the visual chosen for the advertisement. The child looks so excited …show more content…
It begins with a rhetorical question that attracts attention and brings to the fore the idea that LEGO is unique. This idea is established due to the choice of words in “Have you ever seen anything like it?” These words suggest that you have indeed not ever seen anything like it and makes you believe you never will. However this is the only question in the advertisement. The rest of the sentences in it are statements and declarations, which have been put in place to convince you that everything that is being said is factual and true. “It’s a look you’ll see whenever children build something all by themselves.” You will see this look. It is not a possibility but an inevitability. The fact that two sentences have been placed in bold call into attention that the product is for more than just one age group, thus placing more value on the product …show more content…
The word “fun” is repeated twice in the advertisement and once is preceded by the repetitive phrase “lots and lots”. This phrase uses simple words while greatly emphasizing that children will enjoy LEGO.
The statement that children can build LEGO “all by themselves” is suggesting that LEGO will help children to obtain independence from their parents’ help, while the use of the word “help” in the advertisement is reinforcing this by suggesting that children already contain the ability to do things themselves. This is more persuasiveness for the advertisement because all parents’ jobs are to make sure their children are able to be independent.
This text includes a lot of personal pronouns such as “you”, “she”, “her”, “you’ll”, and “your”. This makes LEGO seem to know customers in a personal manner and suggests that LEGO will know what the customers need (Carter, R. et al. 2008:
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