EFFECTS OF MEDIA ADS ON OUR LIVES, POSITIVE OR NEGATIVE: A CRITICAL DISCOURSE ANALYSIS OF MEDIA (AD) DISCOURSE

Abstract

This work investigates various TV advertisements from the perspective of Critical Discourse Analysis. This study mainly focused on the use of language, especially media discourse that is used in TV advertisements, and the use of certain strategies employed by the producers to affect their customers to sell items. The analysis of this study is based on Fairclough’s 3-dimensional model to uncover power relations and ideologies. It elaborates how the advertising discourse is used in a unique way to grab the attention of the customers, discursive practices followed by the advertisers through the use of media discourse. Qualitative research was conducted on three different advertisements (Daalda, Velo, Jam-e-Sheerin) on TV.  The findings reveal that ads are a powerful tool to persuade and shape public perception and influence consumers’ behaviors, and also reflect underlying ideologies. It is explored by deconstructing visual and linguistic elements that media discourse constructs social realities and promotes stereotypes, alongside highlighting social awareness and information about public health. Advertisement discourse is biased and used to influence and control people’s thoughts. Thus, producers use discourse to exercise power and control the minds of people.