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Elements of critical discourse in copywriting on Malaysian celebrity television advertisement


Citation

Roslan, Nur Widad and Abdul Halim, Hazlina and Abdul Jabar, Mohd Azidan and Mamat, Roslina (2019) Elements of critical discourse in copywriting on Malaysian celebrity television advertisement. Asian Social Science, 15 (2). pp. 17-26. ISSN 1911-2017; ESSN: 1911-2025

Abstract

This study focuses on the elements of critical discourse in copywriting on Malaysian celebrity television advertisements. The objectives of this study is to identify and discuss the elements of critical discourse in copywriting on Malaysian celebrity television advertisement videos. This study will focus on the textual analysis, one of the three dimensions of Fairclough’s (1995) critical discourse analysis. The data is analyzed by using the qualitative method. 10 Malaysian celebrity television advertisements copy were chosen as samples for this study. Results from this study have helped in the process of identifying the presence of the textual analysis sub categories which are grammar, theme, metaphor, repetition and conjunction. Therefore, it is hoped that further studies will be focus on the use of appropriate textual analysis in future advertisement copies.


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Additional Metadata

Item Type: Article
Divisions: Faculty of Modern Language and Communication
DOI Number: https://doi.org/10.5539/ass.v15n2p17
Publisher: Canadian Center of Science and Education
Keywords: Discourse; Copy; Television advertisement; Textual analysis; Malaysian; Critical discourse
Depositing User: Nabilah Mustapa
Date Deposited: 08 Jul 2019 07:19
Last Modified: 08 Jul 2019 07:19
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.5539/ass.v15n2p17
URI: http://psasir.upm.edu.my/id/eprint/69742
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