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.



Citation:

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.

Authors

Andrew Jardine, University of Otago



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

J1. The Effect of Identity Abstractness on Information Processing Styles

Woojin Choi, University of Seoul
Min Jung Kim, Manhattan College
HyukJin Kwon, University of Seoul
Jiyun Kang, Texas State University

Read More

Featured

What Converts Webpage Visits into Crowdfunding Contributions: Assessing the Role of Circumstantial Information

Lucia Salmonson Guimarães Barros, Universidade Federal de Sao Paulo
César Zucco Jr, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Marcelo Salhab Brogliato, Brazilian School of Public and Business Administration, Brazil

Read More

Featured

Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features

Liad Weiss, University of Wisconsin - Madison, USA

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.