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A CRITICAL DISCOURSE ANALYSIS OF THE LINGUISTIC FEATURES OF BILLBOARDS

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36 Pages : 356-362

http://dx.doi.org/10.31703/gssr.2021(VI-I).36      10.31703/gssr.2021(VI-I).36      Published : Mar 1

A Critical Discourse Analysis of the Linguistic Features of Billboards

Abstract

    The present research, "A Critical Discourse Analysis of the Linguistic Features of Billboards", has been accomplished in order to make a comprehensive analysis of the fact how advertising is manipulating and altering the basic philosophies, dogmas, creeds and ideologies of the common people. Advertising is a vast field, and it has influenced the lives of all of us in the last decades. Keeping this factor in view, the researcher has made an attempt to uncover those aspects which remain hidden in the glamorous and eye-catching commercials which contribute to the capitalist's efforts to make maximum profit by thrusting his products on the customers. The researcher has done the linguistic analysis by using Norman Fairclough's model of Critical Discourse Analysis (1993) of the billboard advertisements. The researcher has analyzed the language and images used on the billboards and had made an attempt to find out the basic notions for which these linguistic expressions have been used in the boards. For this purpose, he uses various tactics. The sincerity which is illustrated in the billboard advertisements by the advertiser is not factual. The real picture is on the other side.

    Linguistic Features, Critical Discourse Analysis, Exploitation, Billboards

    (1) Saleha Aftab
    MPhil Research Scholar, Department of English, National University of Modern Languages, Islamabad, Multan Campus, Punjab, Pakistan.
    (2) Muhammad Khurram Iqbal
    Lecturer in English, Government College of Technology, Multan, Punjab, Pakistan.
    (3) Abdul Rashid
    Lecturer in English, Bahadur Sub Campus Layyah, Punjab, Pakistan.
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References

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Cite this article

APA

    APA : Aftab, S., Iqbal, M. K., & Rashid, A. (2021). A Critical Discourse Analysis of the Linguistic Features of Billboards. Global Social Sciences Review, VI(I), 356-362. https://doi.org/10.31703/gssr.2021(VI-I).36

CHICAGO

    CHICAGO : Aftab, Saleha, Muhammad Khurram Iqbal, and Abdul Rashid. 2021. "A Critical Discourse Analysis of the Linguistic Features of Billboards." Global Social Sciences Review, VI (I): 356-362 doi: 10.31703/gssr.2021(VI-I).36

HARVARD

    HARVARD : AFTAB, S., IQBAL, M. K. & RASHID, A. 2021. A Critical Discourse Analysis of the Linguistic Features of Billboards. Global Social Sciences Review, VI, 356-362.

MHRA

    MHRA : Aftab, Saleha, Muhammad Khurram Iqbal, and Abdul Rashid. 2021. "A Critical Discourse Analysis of the Linguistic Features of Billboards." Global Social Sciences Review, VI: 356-362

MLA

    MLA : Aftab, Saleha, Muhammad Khurram Iqbal, and Abdul Rashid. "A Critical Discourse Analysis of the Linguistic Features of Billboards." Global Social Sciences Review, VI.I (2021): 356-362 Print.

OXFORD

    OXFORD : Aftab, Saleha, Iqbal, Muhammad Khurram, and Rashid, Abdul (2021), "A Critical Discourse Analysis of the Linguistic Features of Billboards", Global Social Sciences Review, VI (I), 356-362

TURABIAN

    TURABIAN : Aftab, Saleha, Muhammad Khurram Iqbal, and Abdul Rashid. "A Critical Discourse Analysis of the Linguistic Features of Billboards." Global Social Sciences Review VI, no. I (2021): 356-362. https://doi.org/10.31703/gssr.2021(VI-I).36