A critical discourse analysis of medicine products advertisements in New Zealand Phân tích diễn ngôn phê phán các quảng cáo dược phẩm ở New Zealand

A critical discourse analysis of medicine products advertisements in New Zealand = Phân tích diễn ngôn phê phán các quảng cáo dược phẩm ở New ZealandA critical discourse analysis of medicine products advertisements in New Zealand = Phân tích diễn ngôn phê phán các quảng cáo dược phẩm ở New Zealand

VIETNAM NATIONAL UNIVERSITY, HANOI

UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES

FACULTY OF POST-GRADUATE STUDIES

-o0o -

HOÀNG THỊ MẬN

A CRITICAL DISCOURSE ANALYSIS OF MEDICINE PRODUCTS ADVERTISEMENTS IN NEW ZEALAND

PHÂN TÍCH DIỄN NGÔN PHÊ PHÁN CÁC QUẢNG CÁO

DƯỢC PHẨM Ở NEW ZEALAND

M.A MINOR PROGRAMME THESIS

Field: English Linguistics

Code: 60.220.201

HANOI – 2014

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES

FACULTY OF POST-GRADUATE STUDIES

-o0o -

HOÀNG THỊ MẬN

A CRITICAL DISCOURSE ANALYSIS OF MEDICINE PRODUCTS ADVERTISEMENTS IN NEW ZEALAND

PHÂN TÍCH DIỄN NGÔN PHÊ PHÁN CÁC QUẢNG CÁO

DƯỢC PHẨM Ở NEW ZEALAND

M.A MINOR PROGRAMME THESIS

Field: English Linguistics Code: 60.220.201

Supervisor: Nguyễn Thi ̣ Thu Hà, PhD

HANOI – 2014

DECLARATION

I hereby declare that this Master‘s thesis entitled ―A CRITICAL

DISCOURSE ANALYSIS OF MEDICINE PRODUCTS ADVERTISEMENTS

IN NEW ZEALAND” is my own work This study project report is conducted in

partial fulfillment of the requirements for the degree of Master of Arts

Hanoi, 2014

My thanks are also due to lecturers of the Faculty of Post-Graduate Studies for their knowledge and encouragement from that I have learned during 2 years of the course

My sincere thanks also go to my relative, who is living in New Zealand, Tran Thi Huyen for helping me collect the sample data

I especially thank all of my friends and my parents for all their love, support and encouragement which help me to finish one of important project works in my life

ABSTRACT

This study investigated medicine products advertisements in New Zealand under the perspective of Critical Discourse Analysis A qualitative research was conducted on total 50 advertisements chosen from 4 most popular websites for online medicine advertising in New Zealand The ideologies hidden behind linguistic features and strategies employed by medicine advertisers are the main focus The analysis is based on a combination framework of Fairclough and Systematic Function Grammar of Halliday It demonstrates how ideologies of a

―positive medicine product‖ are produced and reproduced in medicine products advertisements The findings indicated that advertisers used various strategies to influence and manipulate their customer‘s perception and behavior Thus, language

in medicine advertising discourse is a means for people in power (advertisers) to

control and exercise power over others

LIST OF FIGURES AND TABLES

Figure 1: Three dimensional framework of Fairclough, 2001 Figure 2: Aristotle‘s strategies of persuasion

Table 1: Summary of Finding of the first step

Table 2: Summary of Process, mood used

Table 3: Discursive strategies used in medicine advertisements

TABLE OF CONTENTS

DECLARATION……….i

ACKNOWLEDGEMENS ii

ABSTRACT iii

FIGURES AND TABLES iv

TABLE OF CONTENTS vi

PART A: INTRODUCTION 1

1 Rationale 1

2 Research question……… 2

3 Scope of the study 2

4 Significance of the study 3

5 Design of the study 3

PART B: DEVELOPMENT 5

CHAPTER 1: LITERATURE REVIEW 5

1.1 An overview of CDA 5

1.1.1 Summary of CDA development 5

1.1.2 CDA: Theory or method 6

1.2 Advertising discourse 9

1.2.1 Overview of advertising discourse 9

1.2.2 Approach to adverting discourse 9

CHAPTER 2: METHODOLOGY AND PROCEDURES 12

2.1 Data 12

2.1.1 Data source 12

2.1.2 Data selection and sampling 12

2.2 Analytical frameworks 13

2.2.1 Faiclough‘s frameworks 14

2.2.2 Halliday‘s systematic functional grammar 17

2.3 Method of analysis 19

CHAPTER 3: DATA ANALYSIS AND DISCUSSION: 20

3.1 Summary of the findings of the first step 20

3.2 The main findings 21

3.2.1 Textual analysis 21

3.2.1.1 Analysis in terms of word choices 21

3.2.1.2 Analysis in terms of grammar features 25

3.2.2 Discourse practice analysis 30

3.2.3 Social practice analysis 38

PART C: CONCLUSION: 40

1 Main findings 40

2 Limitations and suggestions for future studies 41

REFERENCES 44 APPENDICES I

APPENDIX 1: 50 brand-name medicine advertisements products in New Zealand I

APPENDIX 2: Extraction of Medicine Acts 1984: Advertisement for Medicine IV

PART A: INTRODUCTION

1 Rationale

Since its appearance in humankind history, language has played a part as one

of essentially important means of communication Therefore, in accordance with the changes in human society, the function of language has been increasingly varied in numbers It no longer confines in terms of describing, explaining or exchanging information but means to represent ideologies, to practice power and to influence others ―Language connects with the society through ideologies and through being both a site of and a stake in, struggles for power‖ (Fairclough, 2001) The relationship between language, ideologies and power, hence has instilled interest in linguistics Power is presented through ideologies in language or language is employed with strategies to enact power This figures out a very close relationship between them as ―exercise of power is increasingly achieved through ideology, particularly through the workings of language‖ (Fairclough, 2001)

Concerning this issue, a wide range of studies were conducted in a field of applied linguistics: Critical Discourse Analysis (CDA) CDA is referred to as ―an interdisciplinary approach to the study of discourse that views language as a form

of social practice and focuses on the ways social and political domination are reproduced in text and talk‖ (Fairclough, 1995)

Among types of discourse, advertising discourse, in its nature could be regarded as one of the very interesting forms of language since ―advertising is the most influential institution of socialization in modern society‖ (Jhally, 1995) Although describing advertising as discourse is ―both more complex and more difficult than any of these approaches.‖ ( El-daly, 2011), advertising discourse still offers a very promising area for study due to vigorous and diversified language used It involves the nature of social practices and the properties of language Moreover in this channel of discourse, seemingly a huge number of receivers are aimed to influence as advertisers often use visual and linguistic features to persuade their audience Thus, advertising language servers as a tool to influence people

Also this scenario ―has brought into perspective on how people who are in control

of advertisement manage to exercise their power‖ (Kuar Kuldip, 2013)

Linguists and researchers in fact have conducted a noticeable number of studies related to advertising discourse However, studies on advertising discourse from perspective of CDA, to some extent seem to be minor in number

Following this trend of research, the researcher conducts a study which focuses on advertising discourse or in a more detail it is a critical discourse analysis

of medicine products advertisements in one of the English-speaking countries The aim is to examine the way language used in medicine products advertisements as a means to present some ideologies, practice power in order to influence customers Also, there is another concern, among various types of advertisements; I merely take notice of medicine products advertisements In many countries all over the world, advertisement for medicine products is under extremely strict and limited control According to WHO, New Zealand is one of the English-speaking countries that allows a direct-to-customer advertising for medicine products However, all forms of medicine advertisements are limited in a strictly legitimate requirement which means advertising information will be displayed according to a prevailed frame For this special situation, it is worth investigating how language is used in the medicine advertisements as a mean to influence people, to enact power and to present ideologies under those limitations of censorship

3 Scope of the study

In this thesis, I aim to focus only on the verbal advertising – the written texts

of the advertisements However, under the scope of a minor thesis, there are 50 brand- names and full-text medicine advertisements chosen from 4 most popular websites for online medicine advertising in New Zealand Also, I have no ambition

to make an analysis from all aspects of language used Rather, only word and grammatical choices are the main focuses In other words, the research focuses on analyzing the linguistic features of medicine products advertisements in New Zealand and reveals how the use of language tends to manipulate and influence the consumers based on the content of the advertisements

As its nature is a linguistic study, the thesis will be conducted for the academic purpose only which has no relation to discussion or analysis of marketing

or commercial strategies which belong to the domain of economics

4 Significance of the study

The thesis is conducted in the hope of making some contributions Theoretically, this study provides a support to CDA theories as from analysis of selected medicine advertisements, ideologies and power hidden behind them could

be explored In addition, as the genre of discourse dealt with is advertising discourse which is not yet widely and fully explored from the perspective of CDA in Vietnam, thus the researcher holds an expectation to signal more future researchers who will have the same interest It is because topics for CDA should not only confine in politic argument but other sources of social practices in which advertising is an

example

5 Design of the study

Within 40 pages of a minor thesis, the study is divided into 3 main parts: Part A (Introduction) aims to give the background of the study It mentions the

rationale, aims of the study, the research questions, scope and the design of the thesis

Part B (Development) includes 3 chapters:

Chapter 1 (Literature review) presents a review on CDA and advertising

discourse with a summary of development of CDA, the nature of CDA, overview of advertising discourse

Chapter 2 (Methodology and procedures) offers a detailed explanation on

the choice of database, analytical frameworks, and analysis tools for the thesis

Chapter 3 (Data analysis and discussion) is the analysis of data under

frameworks of Fairclough and Halliday‘s SFG The research questions are expected

to reveal from the result of the analysis

Part C (Conclusion) summarizes the main findings from which some important

conclusions have been drawn out Some limitations are also drawn out in this chapter

PART B: DEVELOPMENT CHAPTER 1: LITERATURE REVIEW 1.1 Overview of CDA

1.1.1 Summary of CDA development

Before ―emerging as a distinct theory of language, a radically different kinds

of linguistics ―(Kress, 1990) by the 1990s, the history of CDA dated back to 1970s

At that time, there was an emergence of a discourse and text analysis form which was referred to as Critical Linguistics This new form recognized the role of language in structuring power relation in society It is completely different from the Chomskian‘s former focus in that it aimed at ―describing and explaining language variation, language change and the structures of communication interaction with limited attention to issue of social hierarchy and power‖ (Labov, 1972) This new trend drew interest from a number of researchers whose names are: Kress and Hodge, Fowler, Van Dijk, Fairclough, Wodak, etc Their works made a significant contribution to Critical Linguistics The assumptions, principles, procedures were developed and this made ―CL is able to describe its aims, research interests chosen perspective and methods of analysis much more specifically and rigidly than hitherto‖ (Wodak, 2001) Critical Linguistics at that time paved the way to a new concern to the relationship between language and environment, however, the attention to social disparities and power, to some extent, is still in low state By the end of 1980s, however, the term Critical Discourse Analysis (CDA) became recognized as: ―a distinct theory of linguistic analysis‖ when there was a bloom of works and studies from many researchers: Kress (1990) should be the first name mentioned to as he laid the foundation for the CDA in early stage Fairclough and Chouliariki (1999) offered a framework for CDA Fairclough developed a three-dimensional framework for studying discourse, where the aim is to map three separate forms of analysis onto one another: analysis of (spoken or written) language texts, analysis of discourse practice (processes of text production, distribution and consumption) and analysis of discursive events as instances of

sociocultural practice (Fairclough, 1995) Fairclough contributes numerous works, books and journal in CDA (Critical discourse analysis, Language and Power, Media Discourse, et al) He also claimed that Functional Grammar theory of Michael Halliday could be applied to uncover linguistic structures which are represented power in text Wodak (1996) is another representative who shows support for the relationship between society and language There are other researchers: Scollon, (2001), Siegfield Jager (2001) who makes considerable contribution to the development of CDA

In short, since its appearance, ―CDA has passed through the first flush of youth and is embarked upon the maturation process It is the moment for some consolidation, for some collective thought to be given to the unity and coherence of CDA, its theoretical bases is methods of analysis and to its relationship with

adjacent areas of study‖ (Faircough, 1995)

1.1.2 CDA: Theory or method?

In broad sense, CDA is understood as a part of applied linguistics stems from

a critical theory of language which sees the use of language as a form of social practice (Janks 1998) Also in linguistics, CDA takes place as a branch or a tool of discourse analysis Regarding to the term, as the name implies, CDA is a type of discourse analysis from a ―critical‖ perspective CDA, thus is equal to ―critical + discourse analysis‖ However, what makes CDA different from other forms of discourse analysis? To answer this, it is worth reviewing the nature of CDA

According to Roger (2004), CAD ―is both a theory and a method Researchers who are interested in the relationship between language and society use CDA to help them describe, interpret and explain such relationships CDA is different from other discourse analysis methods because it not only is a description and interpretation of discourse in context but also offers an explanation of how and why discourse works CDA is domain of critical applied linguistics‖ This definition, possibly is the most comprehensive and overall one Roger gives out the position of CDA in applied linguistics, the objectives and principles of CDA, its difference and more

importantly Roger (2004) proves that CDA is both theory and method

On theory, as Meyer (2001) claimed that: ―CDA in all of its various forms understands itself to be strongly based in theory‖ Firstly, it is due to the fact that CDA draws on a range of theoretical resources derived from numerous disciplinary fields It has developed historically from differing conceptions of linguistics and from differing influence from a range of post-structural and neon-Marxist influences In the fields of CDA, there are all different theoretical levels including: the theoretical level of sociological and socio psychological theory Secondly, CDA holds a wide range of theories as Meyer (2001) reviews: micro sociological perspective of Rocollon, society and power of Michael Foucault, tradition with Siegfield Jager, Norman Fairclough and Ruth Woodak, theories of social recognition (Teun van Dijk) and grammar However, is CDA a pure theory in domain of applied linguistics? Van Dijk (1985) though, stated that ―CDA is neither

a method nor a theory that simply applied to social problems‖ and it is ―a critical perspective on doing scholarship, it is so to speak discourse analysis with an

―attitude‖, still claimed the multidisciplinary of CDA as ―the complexities of the relationships between discourse structure and social structure‖ In van Dijk‘s argument, CDA is ―explicit and systematic methods, however, it is highly a

―sophisticated, empirically grounded theory‖ because ―in CDA, theory formation, description, problem formulation and applications are closely interviewed and mutually inspiring‖ In fact as Meyer (2001) discusses, not only in the field of linguistics but the contributions from social theorists like Karl Marx, Antonio Gramsci, Louis Althusser, Jürgen Habermas, Michel Foucault and Pierre Bourdieu have shaped the basement for CDA to emerge as a theory Thus, CDA is a theory, a linguistic and social theory to examine ideologies and power relations involved in discourse

In a more common view, CDA is considered as an emerging method of analyzing discourse It has its own objective and method of approaching discourse

in which researchers apply CDA to ―explain the relationship between language,

ideology and power by analyzing discourse in its material form‖ (Janks, 1998) Also CDA is a form of discourse analysis which uses Systemic Functional Grammar (SFG) to study how formal linguistic features of text, such as vocabulary and grammar are related to social power and the relationship between text and power is mediated by ideology However, CDA does not limit itself as a method of analyzing discourse which aims at specific structures of text or conversation, but systematically relates these linguistic aspects to structures of the sociopolitical context According to Fairclough (1995) : ―CDA sees language then as socially produced (or constituted) and at the same it also shapes the society (constitutive) and ―CDA is analysis of the dialection relationship between semiosis (including language) and other elements of social practices‖ In other words, as a form of discourse analysis, CDA aims at describing, explaining, interpreting ideologies, power hidden behind discourse Faiclough (2001) also supposes that CDA can be used in social scientific research This means CDA is regarded as a research tool since ―it is combined scholarly and social responsibilities, CDA must be rigorous scholarship‖ (van Dijk, 1995) Indeed, CDA can be applied widely in different domains of linguistics: translation, literature… or other social domains Moreover,

in the word of Wodak: ―most generally, CDA can be defined as a problem-oriented interdisciplinary research program, subsuming a variety of approaches with different theoretical models, research methods and agendas‖

In short, as many scholars supposing CDA lies in the fence of both theory and method They all agree that CDA is a ―shared interest in social process of power hierarchy building, exclusion and subordination In the tradition of critical theory, CDA aims to make transparent the discursive aspect of social disparities and inequalities CDA in majority of cases takes the part of under the privileged and tries to show up the linguistics means used to stabilize or even to intensify iniquities

in society‖ (Meyer, 2001) Thus, ―CDA needs to be understood as both a theory and

a method‖ (Chouliaraki and Fairclough, 1999) in that it offers: ―not only a description and interpretation of discourses in social context but also offers an

explanation of why and how discourses work‖ (Rogers, 2004) and CDA provides opportunities to consider the relationships between discourse and society, between

text and context, between language and power (Fairclough, 2001)

1.2 Advertising discourse

1.2.1 Definition and character of advertising discourse

Advertising language, according to El-daly (2011) is referred to as a form of discourse in the sense that it has influenced not only the structure of language and the modality of lifestyle, but also the content of routine daily acts of communicative exchanges‖ The term ―advertising‖, as El-daly (2011) argues, is not often familiar

as a form of ―discourse‖ but a form of public announcement intended to direct people She also indicated types of advertisements often used:‖ printed advertisements fill the pages of newspapers and magazines Commercials interrupt

TV and radio programs constantly‖ Advertising discourse, as in the word of Fill (2002) is often presented through: "Brand names, logos Trademarks, jingles, and slogans have become part and parcel of the ―mental encyclopedia‖ of virtually everyone who lives in a modern- day society‖ Fill (2002) also indicates 3 main categories of Advertising: (1) consumer advertising, which is directed towards the promotion of some product or service to the general public; (2) trade advertising, which is directed to dealers and professionals through appropriate trade publications and media, and (3) public relations advertising, which is directed towards society by citizens or community groups, or by politicians, in order to promote some issue of social concern or political agenda The category of advertising in my thesis is consumer advertising

1.2.2 Approach to advertising discourse

When discussing the nature of advertising discourse, El-daly (2011) claims that ―studies of the discourse of advertising with a linguistic focus remain relatively rare In the sense that they constitute departures from the study of more elaborated linguistic form, they are all indebted, directly or indirectly‖ The approach of critical discourse analysis used in studying advertising discourse seems to occupy a modest

amount The reason for this, to some extent, relates to the nature of advertising According to Harms (2010), most of research in advertising are ―administrative research‖, whether theses research are working out at micro level or content analysis, the insight found often to reveal the effects of advertising in carrying out certain specific tasks such as influence audiences, sell products, promote politicians rather than critical or analysis on linguistic aspect In 1970s, since the emergence of

―critical media studies which addressed to social and cultural effects of mass communications and their roles in perpetuating and unjust social order‖, there were more studies focus on this However, Harms (2010) argues that ―very rarely have critical studies of advertising and mass communications adequately circulated the linkage between the macro political economic structure of mass media and micro mass communication forms and techniques so as to reveal both the soio-economic functions of advertising and the ways that advertising actually shape and influence perception and behavior which reproduce the existing social system‖ Hence, the micro mass communication form such as linguistic form is directly or indirectly imbedded in the way In fact, as El-daly (2011) indicates there are ―studies which describe the pictures of advertising without paying any attention to language‖ In other words, to examine the way language used in advertising discourse, there are generally conducted toward the pragmatic, semantic, syntax or even from psycholinguistics approaches Studies on advertising discourse, in the light of CDA,

to some extent, are still rare in number

In a study which examined beauty advertisements in local English magazines from CDA perspective conducted by Kaur Kuldip (2013), the focus was on the use

of language in beauty advertisements and strategies employed by advertisers to manipulate and influence their customers in two popular local woman‘s magazines, Cleo and Women Weekly The findings indicated that advertisers used various strategies to manipulate women The advertisements promote an idealized lifestyle and manipulate readers to a certain extent into believing whatever that is advertised

is indeed true This study revealed how the ideology of beauty is constructed and

reconstructed through magazines by stereotyping how beauty products are synonymous with a better life

In addition, Rosul Shubarna (2011) conducted a critical discourse analysis of fairness products advertisements with the aim to raise awareness in order that the consumers do not get influenced by the use of persuasive discourse in advertisements before buying any kind of fairness product in Bangladesh The findings suggest that texts influence the consumers through their artificial language The similarity of the two studies is both of them are adopted the framework of Fairclough which reveal the representations and construction of power and ideologies through language It also proves that language plays an essential part in enhancing effectiveness for advertisement in general

CHAPTER 2: METHODOLOGY & PROCEDURES

In this chapter, there is a detailed explanation on the choices of database, analytical frameworks and analysis tools for the thesis In addition, the procedures

of data collection, data analysis will be discussed in full detail

2.1 Data

2.1.1 Data source

The main data for analysis in this thesis are 50 medicine advertisements taken from 4 out of the most popular websites on medicine advertising in New Zealand They are all secure and well-known online shopping sites Furthermore, the researcher has made decision on choosing these sources as they are reliable, informative and convenient for the analysis The links are enclosed as the following:

(1) http://www.naturalmedicine.net.nz

(2) http://www.kiwidrug.com

(3) http://www.yourpharmacy.co.nz

(4) http://www.netpharmacy.co.nz

2.1.2 Data selection and sampling

There are wide ranges of medicine advertisements available on those websites However, the researcher has made a choice of particular number of medicine products advertisements for analysis Since the study aims at investigating medicine advertising discourse, only advertisement component are selected All other editorials, comments, visual aids, instruction, direction, warnings or nonverbal acts are excluded for they are of different genres or require different methods of analysis

Zealand often lies in the Description and Ingredients Therefore, only two sets of data: brand name - headline and full-text of those parts are investigated Within the scope of a MA minor thesis, it is assumed that 50 brand names and full-text of medicine products advertisements would be sufficient for a relatively comprehensible analysis Brand-names and full-text advertisements are selected

randomly All of them are enclosed in the appendices which are also ordered in

number and referred by Index name

2.2 Analytical frameworks

In discussion on methodology of CDA, according to van Dijk (1995): ―one

of CDA‘s volitional characteristics is its diversity‖ Apparently, there is a wide range

of CDA researchers, practitioners which leads to various ways of doing CDA Also

in the words of Wodak (2001), the methodologies for CDA are not similar Instead,

it ranges from small qualitative case study to large data corpora taken from fieldwork and ethnographic research Generally, there are mainly text-oriented methods, other focus on the context or social situation which is known as ―social actor approach‖ to CDA with the use of quantitative corpus linguistic methods In terms of data collection, there is no typical CDA way of collecting data and even in the contributions of van Dijk and Fairclough, there is no evidence concerning data collection requirements In CDA many studies mostly deal with only small corpora which are usually regarded as being typical of certain discourses A definite list of the linguistic devices relevant for CDA cannot be given since their selection mainly depends on research questions

Nguyen Hoa (2006) summarizes 5 CDA approaches and their practitioners Those include discourse historical method (Ruth Wodak), Halliday‘s systemic functional (Norman Fairclough), social-cognitive studies (van Dijk), mediated discourse analysis (Ronscollon) and Duisburge school (Siegfield Jager) In discussion of those approaches, Nguyen Hoa claims that the framework of Fairclough is the most applicable Nguyen Hoa (2006) also gives suggestion of integrated framework for CDA, based on combination of Halliday‘s functional grammar, Fairclough‘s textual analysis and Karl Marx‘s Dialectic Marxism and Historialism Also, as Nguyen Hoa (2006) states that: ―discourse analysis at nature

is text analysis‖ It means that ―discourse analysis in its real meaning, is the analysis

of word choice, macro structural discourse as well as method of interaction conducted‖ Based on that sense, in analyzing text of medicine products

advertisements in New Zealand, the researcher makes a decision to adopt the textual analysis framework of Fairclough in combination with Halliday‘s SFG This is

believed to be both reasonable and feasible for my thesis

2.2.1 Fairclough’s frameworks

Firstly, in employing the framework of Fairclough as a method of text analysis, I choose to adopt the three-dimensional model for CDA offered by Fairclough (2001) According to Rogers et al (2004) Fairclough‘s analytic framework includes three levels of analysis: the text, the discursive practice and the sociocultural practice Premised on the notion that texts cannot be analyzed in isolation from the wider social context the three-dimensional model for CDA that encompasses: (1) the examination of the linguistic features of texts (the level of the text); (2) the exploration of processes related to the production and consumption of texts (the level of the discursive practice); and (3) the consideration of the wider social and cultural context to which the text as a "communicative event" belongs (the level of the sociocultural practice) The model can be summarized as the following:

Figure 1: Three dimensional framework of Fairclough, 2001

At the level of text, the vocabulary and grammatical features will be analyzed This level of analysis is useful to explore different kinds of texts Therefore, I adopt for the analysis of 50 advertisements in individual and then for

the text analysis of 50 advertisements in overall In detail, I base on ten main

questions introduced by Fairclough (2001) to analyze the formal features of a text:

A Vocabulary

1 What experiential values do words have?

2 What relational values do words have?

3 What expressive values do words have?

4 What metaphors are used?

B Grammar

5 What experiential values do grammatical features have?

6 What relational values do grammatical features have?

7 What expressive values do grammatical features have?

8 How are (simple) sentences linked together?

C Textual structures

9 What interactional conventions are used?

10 What larger scale structures does the text have?

Fairclough (2001: 92-3) The ten questions are not intended as an exhaustive or all-encompassing list; rather they are suggested list of possible directions or areas that could be investigated I adopt this to explore the following vocabulary and grammar features: part of speech used, tense, voice, and modality as: ―these linguistic features and strategies are believed to be effective analytical tools in discerning ideologies in media discourse and ‗a socially and ideologically controlled set of constructive strategies‖ (Fairclough, 2001)

The level of discursive practice pays attention to examining the production, consumption and reproduction of a text Values of textual features are valuable when they are put in social interaction In other words, texts are produced and interpreted against the background of common-sense assumptions (part of members‘ resources - MR) Hence, it is necessary to interpret these discourse processes and their dependence on background assumptions

At this level, I will deal with strategies used in medicine products advertisements Basically, the nature of advertising, according to Harms (2010) is persuasion The strategies of persuasion, appeals were developed more than 2000 years ago by a Greek philosopher Aristotle He divided persuasive strategies into three categories: Logos, Ethos and Pathos The model of Aristotle is summarized by John; R.E (2014), below is the illustration:

Ethos - credibility, trust

Logos Pathos

Consistency-logic Emotions- imagination

Figure 2: Aristotle's strategies of persuasion

Generally, the strategies of persuasion developed by Aristotle are considered

as effective forces of persuasion In advertising, advertisers used various strategies

to persuade customers to buy their products (Fill, C 2002) and Logos, Pathos, Ethos are frequently used The representation of those strategies in advertisements, according to Fill, C (2002) is categorized in smaller strategies which also are combined together in advertisement texts In detail, Pathos is persuasive strategies

to evoke an emotional response in the consumers The emotion response could be positive, negative emotion or even fear and guilt The Pathos strategies can be represented through using of positive-self representation, unrealistic presentation, emotive words, magic ingredients, invoking inadequacies, celebrity endorsement and patriotism Logos are strategies which aim to appeal to logic or reason by giving facts, statistics and figures or evidence about the products that customers need to fully understand The Logos strategies could be imbedded through information indicating about the products The Ethos strategies are used to appeal to credibility or character Normally, the advertisers often employ statistics from

experts; scientists for customers to believe in their products are more credible, reliable by making a persuasion with a good reputation or trustworthiness The credibility includes expert's opinion and in some cases, celebrity endorsements This often involves using scientific evidence in products or using the celebrity to endorse the products The customers are urged to buy their products more or less Apart from those main strategies, there are different strategies to use for example: using vessel words to suggest the positive meaning without making any guarantee, using bandwagon strategies to persuade the customers that they should join the crowd by using the products All these create effective influences on customers The employing of these persuasion strategies in medicine advertisements will be analyzed at discursive practices level

Finally, the analysis of sociocultural practice consists of an investigation of what is happening in a particular socio-cultural framework According to Fairclough (2001), the objective of this level of analysis is to portray a discourse as part of a social process It tries to show how discourses are determined by social structures

and what reproductive effects discourses can have on those structures

2.2.2 Halliday’s Systematic Functional Grammar

In accordance with Faiclough‘s framework, SFG of Halliday (1994) is also employed in my thesis for the analysis of process of transitivity at level of text analysis As presumably stated, SFG plays an important part in CDA The close relationship between them is indicated: ―The systemic-functional theory of language

is particularly helpful in textual analysis (Halliday, 1994) Fairclough (2001) also emphasizes the role of SFG in CDA: ―SFG is profoundly concern with the relationship between language and other elements and aspect and social life and its approach to the linguistic analysis of text is always oriented to the social character

of texts This makes a valuable source for critical discourse analysis and indeed major contributions for critical discourse analysis have developed out of SFG‖ Also Wodak and Meyer (2001) claimed that: ―an understanding of the basic claim of Halliday‘s grammar and his approach to linguistics analysis is essential for a proper

understanding of CDA‖ Thus it can be seen that both CDA and SFL approach functionally to textual analysis through studying grammar and other aspects of language form, and they are systematically orientated to studying the relationship between the texture of texts and their social contexts

However, regarding linguistic aspects which directly involve my thesis, I aim

to explore some aspects belonging to Halliday‘s SFG (1994): transitivity system and mood system in order to explore the experiential meaning and the Interpersonal meaning in medicine advertisements The experiential meaning is realized through the transitivity system The experiential meaning is the means of representing

reality in the linguistic system It answers the question: ―What is going on?‖ and the

language has the function to express the experiential aspect of the meaning through the system of transitivity The system of transitivity consists of different process types, participants and circumstances In English, six process types are recognized: material process, behavior process, mental process, verbal process, relational

process, and existential process Material process is the process of doing things;

express notion that some entity ‗does‘ something, which may be done to some other

entity Behavioral process is the process of physiological and psychological behavior such as breathing, crying, drinking…Mental process is a kind of activity

in people‘s mind, requires a conscious participant such as thinking, loving, wanting,

and hearing Verbal process is the process of saying such as saying, telling, speaking, and talking Relational process is the process of ‗being‘, ‗having‘ and

‗being at‘ in form of three subtypes: the intensive, the possessive, and the

circumstantial Existential process is the process of existing; indicating that

something or some natural force exists

The Mood system is used to analyze the interpersonal meaning In English, there are 3 types of moods: indicative, imperative and subjunctive The choice of Mood, apart from determining the role and the purpose of the speaker, is also where the interpersonal resources of Polarity and Modality are realized The type of modality, according to Martin, Mathiessen and Painter (1997:64) includes:

modalization indicating probability, usuality, modulation indicating obligation and readiness indicating inclination, ability These types are recognized through the use

of Modal verbs and Mood adjuncts The common modal verbs are: May, Might,

Should, Can, Could, Will, Would…

2.3 Method of Analysis

The analysis is conducted both quantitatively and qualitatively with 2 main steps Firstly, each of the advertisements will be analyzed under the frameworks of Fairclough and Halliday which presumably estimate to focus on the following linguistic aspects: words choices, tense, voice, transitivity system, modality and mood structure Aftermath, the result of this analysis will be processed quantitatively through summarizing and synthesizing step Secondly, there is an analysis followed the three dimensional framework of Fairclough (2001): textual level, discursive practice and social practice level This stage is main stage of the whole process as in this stage the main findings for the research are expected to be

drawn out

CHAPTER 3: DATA ANALYSIS AND DISCUSSION

This chapter will provide the detail analysis of the selected advertisements in the attempt to answer the 2 research questions:

1 What ideologies are represented through linguistic features used in medicine products advertisements?

2 What discursive strategies were employed by medicine advertisers to

manipulate and influence their customers?

3.1 Summary of the findings of the first step

The analysis of the data is taken in 2 main stages Firstly, each of the advertisement will be analyzed under the frameworks of Fairclough and Halliday which mainly focus on formal features of those texts In terms of vocabulary, the use of parts of speech is strongly paid concern The grammatical choices are analyzed in terms of mood, voice, tense, process of transitivity and modality Since the framework is suggested and the analysis itself totally depends on the data source

in that they are informative or productive Only those linguistic features are analyzed for the productivity and feasibility Below is the summary of this step:

Mood mainly used

Material process Relational process

Active Passive

Indicative

Table 1: Summary of findings of the first step

The second stage is the analysis of 50 advertisements in overall under 3 dimensional framework of Fairclough (2001) In this stage, the answers for the 2 research questions will be drawn out The analysis is conducted on the micro level

(textual analysis), meso level (discursive practice) and macro level (social practice)

3.2 The main findings

3.2.1 Textual analysis

Research question 1 focuses on uncovering the ideologies produced and reproduced through linguistic aspects According to van Dijk (1998), ideologies are basic frameworks of social cognition shared by members of social groups constituted of by relevant selections of sociocultural values and organized by an ideological schema that represents self-definition of a group In terms of its function, van Dijk points out: ―ideologies have the social function and cognitive function‖ As the study of ideology is the study of the ways in which language mediates ideology (Wodak and Meyer, 2001) Hence, to examine the pattern advertisements which constitute the representation of ideologies, it is worth

considering the linguistic aspects

3.2.1.1 Analysis of word choices

In terms of word choices, it can be seen that there was numerous use of adjective in medicine advertisements when describes the products The adjectives are used for both ideological and practical choices They are means for advertisers

to express ideological opinion (Kuldip Kaur, 2013) Using adjectives creates affective meaning on customer‘s mind because: ―adjectives are pertinent in advertising as they convey a positive or negative meaning‖, (Delia, 2000) Most advertisements include both positive and negative adjectives They are used to illustrate different connotations and to express different ideologies The two types of

adjectives are indicated as the following:

a) Positive adjectives

Examples:

(1) Herbal, natural, effective, suitable, quick, pleasant, useful, stabilized, helpful, rich, rapid, essential, healthy, necessary, restful, fast-acting, ideal, great, non-drowsy, long-lasting, well known, easy, non-staining, mild, unique formula, significant relief, fast, mood-enhancing, powerful, convenient, beneficial, long