Advertisement Mesmerisation: A CDA of Metadiscourse Markers in Iranian Language Institutes Advertisements

Metadiscourse markers among rhetorical shibboleths can play significant roles in maximizing or minimizing commitments and solidarity. Nevertheless, studies pertinent to the effects of metadiscourse markers in language institutes advertisements seem to be remarkably meager. To this goal, the present study investigated the metadiscourse strategies utilized by the Iranian language institutes and those in other EFL/ESL countries. In fact, this analysis was grounded in Fairclough s assumptions in critical discourse analysis (CDA), claiming that ideologies reside in texts or talks which are open to diverse interpretation that it is not possible to read off ideologies from texts and talks that texts and talks are open to diverse interpretations (Fairclough, 1995). Accordingly, a bottom–up method of analysis was adopted to analyze how advertisements can mesmerize majority of people in terms of metadiscourse markers. The study indicated that the frequencies were significantly different, and the functions of such devices cross-linguistically differed in such a way that diverse tendencies towards using a variety of metadiscourse markers were highlighted.

Keywords:

Critical Discourse Analysis , Metadiscourse Markers , Iranian Language Institutes , Advertisements Mesmerisation