Exploring Discursive Features and Techniques of Manipulating Consumers in Printed Advertisements
Publish Year: 1397
نوع سند: مقاله ژورنالی
زبان: English
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شناسه ملی سند علمی:
JR_JMRELS-5-1_005
تاریخ نمایه سازی: 13 شهریور 1400
Abstract:
Manipulation is an illegitimate mind control that can be performed via the triangular model of social, cognitive, and discursive strategies which leads to social inequality. This study aims to investigate the discursive strategies employed in Persian printed advertisements to manipulate audiences based on triangular model of van Dijk (۲۰۰۶). Since manipulation is a crucial notion of Critical Discourse Analysis (CDA), the researchers have to utilize CDA principles of Fairclough (۲۰۱۳) too. To do this, an analysis was performed on the corpus of ۱۶۰ Persian printed advertisements collected during one year, from ۲۰۱۶ to ۲۰۱۷. Half of the data were collected from real context of use in three different cities of Iran (Kermanshah, Ahwaz, and Mashhad), and another half were downloaded from different websites. Then, the corpus of data was analyzed employing triangular model of manipulation and CDA in order to determine the strategies used in those advertisements to manipulate audiences. The results revealed that the advertising discourse in Iran is completely manipulative which uses discursive, cognitive and social strategies to manipulate consumers. Furthermore, the results added more strategies such as (a) Religious messages, (b) Challenging hints, (c) Giving discount or rewards, and (d) Deadline, to the findings of previous studies.
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Authors
Khadijeh Mohammadi
Razi University, Kermanshah, Iran
Hiwa Weisi
Razi University, Kermanshah, Iran
Shahab Moradkhani
Razi University, Kermanshah, Iran
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