Advertising as Discourse : A study of print advertisements published in The New Yorker

Abstract: In this thesis, I am concerned with the language of advertising. By analyzing advertising from a discourse perspective, this paper further examines the context of communication and the participants’ roles in the context. This study focuses on commercial advertising, based on the assumption that the intended meaning of the advertiser is to persuade the viewer to perform a purchase. Therefore this study observes persuasive messages and how they are presented in advertising. To analyze and compare real texts from a discourse perspective present an opportunityto examine social changes that might have taken place in a society due to different temporal settings. The social changes are examined by comparing assigned gender roles in advertisements published in 1956 and advertisements published in 2014. The material consists of a total of eleven transcripts description of printed advertisements collected from The New Yorker. The examples used for this study have been hand picked to illustrate theories described in the background, such as those provided by Leech (1966), Hermerén (1999), Romaine (1999), Cronin (2000) and Hillier (2004). The framework for the analysis is based on Leech’s (1966) concept of primary and secondary situations with corresponding primary and secondary participants. The findings suggest that advertisers can persuade the viewer by addressing the viewer directly and by using exophoric references, or by inserting secondary participants to convey the message. In addition, the assigned role of women seems to have changed more than the assigned role of men in advertising discourse.