Analysis of an Advertising Text: Discourse and Emotion

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.


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.


Andrew Jardine, University of Otago


NA - Advances in Consumer Research Volume 32 | 2005

Share Proceeding

Featured papers

See More


N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos

Fei Cao, Renmin University of China
Xia Wang, Renmin University of China

Read More


When Lack of Belongingness Means Bad News for the Planet: The Consequences of Low Belonging on Ethical Product Purchases

Ainslie Schultz, Providence College
Kevin Newman, Providence College
Scott Wright, Providence College

Read More


F9. Protection against Deception: The Moderating Effects of Knowledge Calibration on Consumer Responses to Ambiguous Advertisement Information

Joel Alan Mohr, Queens University, Canada
Peter A. Dacin, Queens University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.