| Critical Discourse Analysis has its precedent in Critical Linguistics. Its basic tenet is that discourse (language in use) is not neutral but ideological laden. Discourse influences people's thought, attitude and viewpoint towards concept in the value system, and this kind of thought manipulation is in service of power relations between participants in the discourse. It combines the critical sociological theory and relies on linguistic devices of Systemic Functional Linguistics for detailed textual analysis, with the purpose to discover how ideology is encoded in discourse.Advertising is a frequently studied discourse. Its ultimate goal is to persuade people to buy commodities/services. In this process of persuasion, it in various degrees of indirectness changes people's thought and attitudes towards value concepts. Ultimately they contribute to build an imagery advertising world where people fulfill their pursuits.The present study looks into 82 copies of advertisements collected from Times (2001-2006) and Economist (July-August, 2001) in the light of Critical Discourse Analysis. For each and every copy, detailed analysis of verbal and visual elements is conducted. The aim is to look into how these elements are used to change people's thought in the process of persuasion, and how this ideological manipulation is done in service to power relations.The present study consists of six chapters. Chapter One is a briefly introduction to the present study. Chapter Two provides a thorough literature review of previous related studies. Chapter Three outlines theoretical framework. Chapter Four looks at in great detail linguistic analytical devices. Chapter Five brings out a marriage of critical discourse analysis method and advertisement samples. Chapter Six concludes the entire study by making clearer the major findings in the present study, pointing out its limitations and offer personal advices for further studies in the future. |
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