Study Of Persuasiveness On Health Products Advertising From The Perspective Of Critical Discourse Analysis

Since the 1990 s,people’s consumption of health products has increased year by year.Among them,health products advertising as an effective way of publicity plays an immeasurable role in the sale of health products.In the face of all kinds of advertising,it is necessary for readers to interpret the advertisements correctly.This thesis intends to study the linguistic features and creative methods of advertising from the perspective of critical discourse analysis to reveal its persuasiveness.Under the framework of Fairclough’s three-dimensional model,this thesis intends to combine qualitative and quantitative research methods to conduct critical discourse analysis on 354 advertisements of edible health products on the official websites of famous health products brands in the Britain,the United States and Australia.It aims to reveal the realization of persuasiveness in advertising discourse and its reasons.This thesis mainly analyzes the linguistic features of advertisements from three aspects of mood,modality and person system,and analyzes the intertextuality characteristics of advertisements from specific intertextuality,generic intertextuality and cultural intertextuality.Finally,it explains the causes of the first two stages from the economic and social-cultural context,and then discusses the relationship between discourse and social practice.Through the critical discourse analysis of health products advertising,this study found that in the description stage,firstly,health products advertisements use a large number of declarative sentences to introduce the advantages and efficacy of products.Its basic function is to provide product information,but at the same time,it has a clear purpose,that is to attract consumers’ attention and encourage consumers to buy the product.Secondly,the use of modalization is more than that of modulation.Thirdly,the first person pronouns are often used to describe the products and services provided by businesses,and the second person pronouns are used to establish contact with consumers.In the interpretation stage,advertisers use specific intertextuality to increase the credibility of advertising;embedded generic intertextuality is used to diversify advertising forms;and cultural intertextuality is used to make potential consumers get emotional resonance.Three kinds of intertextuality can be used flexibly to achieve the persuasive function of advertisement.Finally,in the explanation stage,the reasons that affect the effective persuasion of advertising are the improvement of people’s purchasing power due to the continuous development of economy,the lack of nutrition caused by people’s various pressures and bad living habits in social life,and the quality and corporate image of the product itself.In a word,this thesis provides a reference for the study of similar discourses,which helps to inspire consumers to treat advertising dialectically and form critical thinking.In addition,this thesis provides some enlightment for advertisers.