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 Scotts (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
D5. Bragging about Effort? Personal Effort Decreases Word-of-Mouth
JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Once? No. Twenty times? Sure! Uncertainty and precommitment in social dilemmas
David Hardisty, University of British Columbia, Canada
Howard Kunreuther, University of Pennsylvania, USA
David Krantz, New York University, USA
Poonam Arora, Manhattan College
Amir Sepehri, Western University, Canada
When Less is More - How Making Products More Personal Can Decrease Purchase Intention
Michael Schulz, University of Cologne