THE DISCOURSE OF ADVERTISING: THE POWER OF LANGUAGE

Author: Professor Aymane Edouihri

ABSTRACT

The role of language in advertising is still indispensable in the era of the image and technological invasion. It is the discursive power of advertising discourse that guarantees successful persuasion and creates the need for customers; whether raising their emotions or addressing their cognition, the power of language is capable of commercializing any product better than any other means of communication. This paper examines the power of language in advertising discourse and how it fulfills the persuasive aim of the advertising industry. It uses critical discourse analysis to examine how the discourse of advertisement is constructed and how it buries its manipulative and control structures. The present study investigates the micro and macro levels of analysis and brings to the fore their interaction in the production and consumption of ads discourse.

Keywords: Discourse, Advertising Discourse, Power, Persuasion.

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