A Critical Discourse Analysis of the Linguistic Features of Billboards
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.
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Linguistic Features, Critical Discourse Analysis, Exploitation, Billboards
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(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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Cite this article
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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
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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
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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.
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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
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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.
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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
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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