Analysis of an Advertising Text: Discourse and Emotion

Andrew Jardine, University of Otago
EXTENDED ABSTRACT - By using discourse analysis as a means of examining the social processes that create ads, this paper contributes to Scott’s (1994) call for a better understanding of both the forms that ads take and the way they might be read. Discourse analysis emphasises language, through texts and talk, as a constructive tool. Rather than using language to imply the presence of underlying psychological constructs, discourse analysis focuses on how people use language to construct versions of their worlds and what they might gain from these constructions. Instead of looking at an emotion (such as sadness) as being an internal, mental state, discourse analysts are more concerned with studying what people are doing when they are talking, or making claims about their emotions or thoughts.
[ to cite ]:
Andrew Jardine (2005) ,"Analysis of an Advertising Text: Discourse and Emotion", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 644-644.