Critical Discourse Analysis: The Representation Of Language And Language Advertisement

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Researcher decided to analyze some of the Starbucks advertisement. Researcher found that the simple words, images and design of the advertisement chosen by the advertiser of Starbucks could give strong influence to the viewers and impact the consumers. This research aimed to unfold the meaning behind the language advertisement. This research will be analyzed by using the three-dimensional model by Fairclough (2003) and Kress and Van Leeuwen Visual Grammar design (2006). 3.1 Fairclough’s three-dimensional model Norman Fairclough is known as the well-known figures in the aspects of discourse, language and society. According to Fairclough (1989, p. 18) language is a part of society. Fairclough also claims that language and society is connected internally rather than externally. Fairclough (1989) argues that text is a structure of a product, while discourse is a social interaction process, where text is the part of it, thus, this refers to the distinction between text and discourse. Figure. 1 Fairclough’s dimension of discourse and discourse analysis (Janks, 1997: 27) (Inner square= 1st dimension, middle square= 2nd dimension, outer square= As stated by Fairclough (1955), this model consists of three dimensions of discourse concepts, giving a three-dimensional method for discourse analysis. Fairclough (1995, p.97) assigns three dimensions for every discursive event. The first one is a written or spoken text, the second is a discursive practice which involves production and interpretation of a text, and the third a piece of social practice. Furthermore, Fairclough also assumes that discourse can be found in the sociocultural practices at personal level – at different stages, at institutional level, and at societal level (Fairclough,

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