Critical Discourse Analysis Of Newspaper Advertorial

Advertorial, as a kind of common commercial phenomenon, exists covertly on Internet, newspapers, magazines and other platform s. Newspaper advertorial is a kind of paid-advertisement, which widely appears on th e newspaper by taking the for ms of news, with the purpose to convey information of products promotion. Scholars and researchers at hom e and abroad have mainly focused on the “hard” advertisements, and researches on advertorial are far from sufficient, neither in width nor in depth. Interdisciplinary studies on advertorial are far from satisfaction, many researches were done from media perspective, few of studies investigate its language features from perspective of lingui stic. To some extent, this study is the interdisciplinary between linguistic field and media field. Moreover, most of studies on advertorial are critical one, so a neutral evaluation for advertorial is needed. In this study, we try to explain the relationship between advertorial and its ideology so as to make a neutra l comment on newspaper advertorial.All the analysis will be conducted on the data of 50 pieces of Chin ese advertorials on Hunan Daily from May to September in 2015,This study aim s to explore newspaper advertorial based on Faiclough' s three dimensional models: text, discourse practice, social practice. For text analysis, we will focus on the syntactic features of headline, such as indirect and direct headline, and selection of words in the advertorial, namely the news-related terms, evaluative vocabulary. For discourse practice analysis, we will concentrate on the analysis of intertextuality, including genre intertextuality and cultural intertex tuality. For ideology analysis, we will explore ideologies beneath these advertorials and find reasons attributing to such ideologies from aspects of advertiser and newspaper m arketing agent. This study attempts to seek answers to the following three questions:(1) What are the linguistic features in the advertorial?(2) How does the production of advertorial is achieved by intertextuality?(3) What are the ideologies embedded in the newspaper advertorial and what are the reason s of such ideologies?The research uncovers that(1) The newspaper advertorial is armed with headline syntax and typical lexical clas sification to form like n ews report. Indirect headline obscures the judgment of reader on advertorial, and the frequency employment of sim ple declarative sentence makes newspaper advertorial m ore official and brief; news-re lated phrase used in body copy shows the atmosphere of time and news report. Reader is stimulated to read further and impressed by evaluative phrase. Newspaper a dvertorial aims to publicity information by form of news so as to achieve successful commercial communication.(2) The production of advertorial is grea tly attached to intertextuality, news advertorial is the m ixture of genre intertextuality and culture intertextuality. On the one hand, we find that newspaper advertorial is the intertextuality of news and advertis ement by Move Analysis. On the other hand, by decoding cultural intertextuality, we find the value of respect on tradition and history as well as the value of pursuit of m odern lifestyle.(3) Based on th e above features of newspaper advertorial, we uncover the ideo logy beneath advertorial from perspective of advertiser and newspaper marketing agent, the essence of newspa per advertorial is the re sult of joint profits cooperation between the two. For one thing, the advertiser take s advantage of platform of newspaper to possess power on choice of topic, for the purpose to publicize product or service so as to control discourse hegem ony. For a nother, as a interm ediary agent, newspaper marketing agent control the production of advertorial for selfish profits, which would alienate the function of newspaper and arouse distrust on its credibility among readers. To sum up, this study demonstrates that there is com plex competition behind newspaper advertorial, the development of advertorial is both the opportunity and challenge. On the one hand, advertorial is a kind of innovation to advertisem ents, which urges the transformation of tradition advertisement; on the o ther hand, the development of advertorial makes marketing advisement out of order in some sense. Thus win-win situation can be built only when dealing with the relationship among advertiser, newspaper agent and reader bravely.