LINGUISTIC AND IMAGE MANIPULATION IN COMMERCIAL ADVERTISEMENTS ON BILLBOARDS.
LINGUISTIC AND IMAGE MANIPULATION IN
COMMERCIAL ADVERTISEMENTS ON BILLBOARDS
A Thesis
Submitted to the English Applied Linguistics Study Program
In Partial Fulfillment of the Requirements for
The Degree of Magister Humaniora
By:
RAHMA JUWITA
Reg. No. 8116111016
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM
POSTGRADUATE SCHOOL
STATE UNIVERSITY OF MEDAN
2016
ABSTRACT
Juwita, Rahma. Registration Number: 8116111016. Linguistic and Image
Manipulation in Commercial Advertisements on Billboards. English Applied
Linguistics Study Program. Postgraduate School, State University of Medan. 2016
The manipulation through advertising has become an issue the consumers are facing on
almost a regular basis. This research study analyzes nine visually manipulated print ads
that captured from billboards in several Medan city streets. This study is conducted in
qualitative descriptive method in which the research analysis is conducted through three
levels of analytical framework of Critical Discourse Analysis based on Fairclough that
engulf micro level analysis (text description), meso level analysis (discursive techniques
description), and macro level analysis (social and cultural phenomena). The research
analysis is centered on the description of linguistic and image manipulation in the
advertisements, the description of discursive techniques, and the descriptive explanation
of ideological assumptions through the social and cultural phenomena that are implied in
the advertisements. The results point out that manipulative strategies occur vastly and
variously both in linguistic and semiotic aspect such as the major use of declarative,
adjectives, disjunctives and pronouns in linguistic aspect; and the major use of
symbolical representation, color saturation, illumination, and large size of particular
objects in the advertisements in visual semiotic aspect. In addition, the results indicate
that the manipulative adverts reproduce certain ideology that relates to social cultural
phenomena in people’s life. As the chosen advertisements contain with texts and images
that manipulated through the application of digital image editing software to elicit
particular effects which make the advertisements look convincing, dramatic and vivid
even though they are made-out illusion or fantasy, this research then is able to uncover
the hidden messages of the manipulative commercial advertisements that are actually far
from the truth and reality about the advertised products.
Key words: critical discourse analysis, advertisements, language manipulation, image
manipulation, social semiotic.
i
ABSTRAK
Juwita, Rahma. Nomor Registrasi: 8116111016. Linguistic and Image Manipulation
in Commercial Advertisements on Billboards. Program Studi Linguistik Terapan
Bahasa Inggris. Sekolah Pascasarjana , Universitas Negeri Medan. 2016
Manipulasi dalam iklan sudah menjadi persoalan yang dihadapi para calon konsumer
sehari-hari. Studi penelitian ini menganalisa sembilan iklan cetak berbeda yang secara
visual manipulatif yang diperoleh dari papan iklan di beberapa jalan-jalan di kota Medan.
Studi penelitian ini dilakukan dengan menerapkan metode deskriptif kualitatif yang mana
analisis penelitiannya melalui tiga level kerangka analitis Analisis Wacana Kritis dari
Fairclough yang melingkupi level mikro (deskripsi teks), level meso (deskripsi tekhnik
diskursif), dan level makro (fenomena sosial dan budaya). Analisis penelitian ini berpusat
pada pendeskripsian manipulasi linguistik dan gambar dalam iklan, pendeskripsian teknik
diskursif dalam iklan, dan penjelasan deskriptif tentang asumsi ideologis melalui
fenomena sosial dan budaya yang disiratkan dalam iklan-iklan tersebut. Hasil penelitian
ini menunjukkan bahwa strategi manipulasi terjadi sangat luas dan beragam baik dari
aspek linguistik dan semiotika, misalnya banyaknya penggunaan kalimat deklaratif, kata
sifat, dan disjunktif juga kata ganti orang dari segi bahasa; dan banyaknya penggunaan
representasi simbolik, saturasi warna, iluminasi, dan ukuran besar objek tertentu dalam
iklan dari segi visual semiotika. Selain itu, hasil yang lain juga mengindikasikan bahwa
iklan-iklan manipulatif menghasilkan ideology tertentu yang berkaitan dengan fenomena
social budaya dalam kehidupan masyarakat. Oleh karena iklan-iklan yang dipilih berisi
teks dan gambar yang sudah dimanipulasi sedemikian rupa melalui aplikasi software
pengedit foto digital untuk menimbulkan efek tertentu yang mana membuat iklan-iklan
tersebut terlihat meyakinkan, dramatis dan hidup meskipun hanya gambar ilusi atau
fantasi yang sudah direkayasa, maka penelitian ini mampu mengungkap pesan-pesan
tersembunyi dari iklan-iklan komersil manipulative tersebut yang mana sebenarnya apa
yang diiklankan jauh kebenaran dan kenyataan.
ii
ACKNOWLEDGEMENT
Alhamdulillah, all the praise, honor and power belong to Allah SWT, for giving
the writer blessing, mercy and endless love, especially in the process of accomplishing
this thesis. In writing this thesis, the writer was helped by many beloved people and
therefore the writer would like to express her greatest gratitude to :
1. My parents (H.M.Yacub Tasim & Hj.Siti Kasih Simarmata) for their unless love,
attention, affection & financial support, and my soulmate (Edwin Sidik S.Pd) for
his unique affection, sense of humor, bold support, brilliant ideas, & inspiring
experiences.
2. Prof. Dr. Hj. Sumarsih, M.Pd, her first thesis advisor and Dr. Anni Holila
Pulungan, M.Hum, her second thesis advisor for their guidance, advices,
suggestions, affection and patience in supervising and guiding the writer to finish
this thesis.
3. Dr. Rahmad Husein, M.Ed., the Head of English Applied Linguistics Study
Program and Dr. Anni Holila Pulungan, M.Hum., the secretary of English
Applied Linguistics Study Program for the assistance in providing the academic
administration while the writer studied in the faculty, especially in the process of
completing this thesis.
4. Her thesis examiners, Prof. Dr. Busmin Gurning, M.Pd., Prof. Dr. Sri Minda
Murni, M.S., and Dr. Rahmad Husein, M.Ed. for the valuable advices and
suggestions.
5. Bang Farid, who has helped her in providing the academic administration.
6. All of her lecturers in English Applied Linguistics Study Program who have
taught and guided her during the academic year at the faculty.
iii
7. The Head and the employees of digital library and reading room of postgraduate
of UNIMED, for providing an opportunity for the writer to conduct the research
and helping her in the administration.
8. Her beloved cousins: Noni & Yeni “Ramen Sojoy Naruto” and Dini & Dea “One
Piece Café” for their help, hospitability & kindness whenever the writer is in
need.
9. Her beloved friends: Syarifah “Ipeh”, Rosa “Bundo”, “Wak” Saleh, “Wak”
Rhony Manullang, Vidya, and her classmates, English Applied Linguistics XX-A
for the prayer, support, love, laughs and friendship.
10. Those whose name cannot be mentioned one by one for their help and support.
Thanks for everything. May Allah bless us. Amin.
Medan, 27 Juli 2016
Rahma Juwita
iv
96
CHAPTER V
CONCLUSION & SUGGESTION
5.1 Conclusion
After analyzing the data deliberately, the conclusions are drawn as follows:
o Advertisements should be represented as a continuum of text functions which is
fluctuating between "informing" and "manipulating". There are two forms of
manipulation that produced from the linguistic aspects and visual semiotic aspects in
the image of the advertisements. Linguistically, commercial advertisements tend to
make use of declarative sentences and adjectives in manipulating potential buyers by
describing and informing them about the product quality and the advantages or other
promising claims of the advertised products through the creative choice of words that
are aimed to manipulate and influence the minds of people.
o Through the help of the agent of advertisers who have skill in editing or manipulating
image of an advertisement, the product companies use artificial visualization effects
such as symbolic representation, color saturation, illumination and other visual
aspects to suggest something about their products without directly claiming it to be
true in people’s mind.
o From the manipulation in advertisements through both the use of language and
image/picture can even reflect the different values in a society even though the
ideological concept is manipulated in order to make the potential purchasers are
psychologically influenced or think in a different perspective about some advertised
products. It can be inferred from the analysis that in advertising or promoting some
97
products, the companies decide to manipulate the consumers to align the interests of
the consumers with their interests and goals.
5.2
Suggestion
After the conclusions of the study are already taken, then, some useful
suggestions can be produced as follow:
•
It is suggested for anyone who read this research and could be potential buyers to
be more mature & aware in realizing which argument of an advertisement is real
and which is bad and, if advertisers use fallacies, it’s expected that the consumers
•
•
•
know better.
It is suggested for other researchers to study about the language and image
manipulation used in advertisements or any other discourse through the analytical
framework of Critical Discourse Analysis.
It is suggested for other researchers who want to conduct a research by applying
Critical Discourse Analysis in other research fields, such as politics, teaching and
learning and so on.
It is suggested for the students who want to study about Critical Discourse
Analysis to apply in other fields, such as in speech, entertainment and so on.
98
REFERENCES
Barton, Donald. (1994). “English Literacy” in Jahan, Jahanzeb. (2006). Language as a Semiotic
System. Teheran: University of Management and Technology
Baudrillard, Jean. (1991). For a Critique of the Political Economy of the Sign (2nd Ed.). St
Louis: Telos Press
Berger, Arthur Asa. (1999). Signs in Contemporary Culture: An Introduction to Semiotics (2nd
Ed). Salem: Sheffield
Bignell, Jonathan. (2002). Media Semiotics: an Introduction (2nd Ed). Manchester: Manchester
University Press
Bogdan, R.C., & Biklen, S.K. (1992). Qualitative Research for Education: An Introduction to
Theory & Methods (2nd Ed.). Boston: Allyn and Bacon
Chandler, Daniel. (2007). Semiotics: The Basics. Oxon: Taylor & Francis group
Cook, Guy. (1994). Discourse and Literature: The Interplay of Form and Mind. Oxford:
Oxford University Press.
Cook, Guy. (2001). The Discourse of Advertising (2nd ed.). London: Routledge
Danciu, Victor. (2014). Manipulative Marketing: Persuasion and Manipulation of the
Consumer through Advertising. Bucharest University of Economic Studies: Journal of
Theoretical and Applied Economics Vol. 19
Diaz, María Alcantud. (2011). Manipulation of Teenagers Through Advertising – A Critical
Discourse Approach. Universitat de València: Revista de Lingüística y Lenguas Aplicadas
vol. 6
Dyer, Gillian. (1996). Advertisement as Communication. London: Routledge
Fairclough, Norman. (1995). Critical Discourse Analysis. New York: Longman
-------------------- (2001). Language and Power (2nd edition). Harlow: Pearson Education Ltd.
-------------------- (2003). Analysing Discourse: Textual Analysis for Social Research. New York:
Routledge
--------------- (2006). Discourse and Social Change (2nd ed). Cambridge: Blackwell Publishing
Ltd
Fairclough, N. & Chouliaraki, L. (1999). Rethinking Critical Discourse Analysis. Edinburgh:
Edinburgh University Press
Huckin, Thomas. (2007). Critical Discourse Analysis and the Discourse of Condescension.
Utah: University of Utah
Huckin, T., Andrus, J., & Clary-Lemon, J. (2012). Critical Discourse Analysis of Rhetoric and
Composition. Utah: National Council of Teachers of English
99
Kress, G. & van Leeuwen, T. (2006). Reading Images, the Grammar of Visual Design (2nd Ed.)
London: Routledge
Kaur, K.; Arumugam, N.; & Yunus, N. M. (2013). Beauty Product Advertisements – A Critical
Discourse Analysis. Journal of Asian Social Science; Vol. 9, No. 3
Kulkarni, Madhura. (2011). Advertisement. Mumbai: University of Mumbai Press
Leech, Geoffrey, N. (1992). English in Advertisement: A Linguistic Study of Advertisement in
Great Britain (English Language Series). London: Longman
Leiss, William; Kline, Stephen; and Jhally, Sut. (1990). Social Communication in
Advertisement: Persons, Products and Images of Well Being. London: Routledge
Lincoln, Y. S., and Guba, E. G. (1985). Naturalistic Inquiry. Beverly Hills California: Sage
Publication Inc
Locke, Terry. (2004). Critical Discourse Analysis. London: Continuum International Publishing
Macario, Everly and Boyte, Rebeca Montealegre. (2008). Lost in Translation: Tips for Avoiding
Translation ‘Travesties’ - Health Promotion Practice. A Journal of English Translation
Studies Vol 9 No. 3
Ma Mei Lin Linda. (2005). Multimodal Discourse Analysis of Advertisements of Hong Kong
Charity Organizations. A Master of Arts Dissertation, University of Hong Kong unpublished
Mitchell, Nancy, Sandra Moriarty, and William Wells. (2009). Advertising: Principles &
Practice. New Jersey: Pearson/Prentice Hall
Nöth, Winfried. (1995). Handbook of Semiotics. Boomington: Indiana University Press
Parsa, Alev Fatos. (2005). Visual Semiotics: How Still Images Mean? Interpreting Still Images
by Using Semiotic Approaches. Turkey: Ege University
Potts, Alex. (1996). Critical Terms for Art History. London and Chicago: University of Chicago
Press
Scollon, R. and Scollon S.W. (2003). Discourses in place: Language in the Material World.
London: Routledge
Sheyholislami, Jaffer. (2002). Critical Discourse Analysis (article). Retrieved February 10th 2014
from www.carleton.ca/~jsheyhol/cda.htm
Stockl, H. (2004). Perspectives on Multimodality. Sydney: John Benjamins Publishing Company
Sullivan, Katherine. (2008). Perception of Images in Advvertising and Impact on Consumers’
Lives. Journal of Communication and Advertisement Studies, Vol. 3, No. 3
Vahid, Hossein & Esmaeli, Saeedeh. (2012). The Power behind Images: Advertisement
Discourse in Focus. International Journal of Linguistics, Vol. 4, No. 4
Van Dijk, Teun A. (1995). Aims of Critical Discourse Analysis. Journal of Japanese Discourse,
Vol. 1, p. 17-27
100
Williamson, Judith. (1991). Decoding Advertisements: Ideology and Meaning in Advertisement
(2nd ed). London: Marion Boyars
Wodak, Ruth, and Meyer, Michael (2008). Critical Discourse Analysis: History, Agenda,
Theory, and Methodology
Wood, N.E. (1998). “Delayed Speech and Language Development” in Jahan, Jahanzeb. (2006).
Language as a semiotic system. Isfahan: University of Management and Technology
Xu, Guo-zhu. (2011). A New Perspective of Language Study: Critical Linguistics. Northwest
Normal University, Lanzhou, China: David Publishing, US-China Foreign Language Vol.9
No.11
COMMERCIAL ADVERTISEMENTS ON BILLBOARDS
A Thesis
Submitted to the English Applied Linguistics Study Program
In Partial Fulfillment of the Requirements for
The Degree of Magister Humaniora
By:
RAHMA JUWITA
Reg. No. 8116111016
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM
POSTGRADUATE SCHOOL
STATE UNIVERSITY OF MEDAN
2016
ABSTRACT
Juwita, Rahma. Registration Number: 8116111016. Linguistic and Image
Manipulation in Commercial Advertisements on Billboards. English Applied
Linguistics Study Program. Postgraduate School, State University of Medan. 2016
The manipulation through advertising has become an issue the consumers are facing on
almost a regular basis. This research study analyzes nine visually manipulated print ads
that captured from billboards in several Medan city streets. This study is conducted in
qualitative descriptive method in which the research analysis is conducted through three
levels of analytical framework of Critical Discourse Analysis based on Fairclough that
engulf micro level analysis (text description), meso level analysis (discursive techniques
description), and macro level analysis (social and cultural phenomena). The research
analysis is centered on the description of linguistic and image manipulation in the
advertisements, the description of discursive techniques, and the descriptive explanation
of ideological assumptions through the social and cultural phenomena that are implied in
the advertisements. The results point out that manipulative strategies occur vastly and
variously both in linguistic and semiotic aspect such as the major use of declarative,
adjectives, disjunctives and pronouns in linguistic aspect; and the major use of
symbolical representation, color saturation, illumination, and large size of particular
objects in the advertisements in visual semiotic aspect. In addition, the results indicate
that the manipulative adverts reproduce certain ideology that relates to social cultural
phenomena in people’s life. As the chosen advertisements contain with texts and images
that manipulated through the application of digital image editing software to elicit
particular effects which make the advertisements look convincing, dramatic and vivid
even though they are made-out illusion or fantasy, this research then is able to uncover
the hidden messages of the manipulative commercial advertisements that are actually far
from the truth and reality about the advertised products.
Key words: critical discourse analysis, advertisements, language manipulation, image
manipulation, social semiotic.
i
ABSTRAK
Juwita, Rahma. Nomor Registrasi: 8116111016. Linguistic and Image Manipulation
in Commercial Advertisements on Billboards. Program Studi Linguistik Terapan
Bahasa Inggris. Sekolah Pascasarjana , Universitas Negeri Medan. 2016
Manipulasi dalam iklan sudah menjadi persoalan yang dihadapi para calon konsumer
sehari-hari. Studi penelitian ini menganalisa sembilan iklan cetak berbeda yang secara
visual manipulatif yang diperoleh dari papan iklan di beberapa jalan-jalan di kota Medan.
Studi penelitian ini dilakukan dengan menerapkan metode deskriptif kualitatif yang mana
analisis penelitiannya melalui tiga level kerangka analitis Analisis Wacana Kritis dari
Fairclough yang melingkupi level mikro (deskripsi teks), level meso (deskripsi tekhnik
diskursif), dan level makro (fenomena sosial dan budaya). Analisis penelitian ini berpusat
pada pendeskripsian manipulasi linguistik dan gambar dalam iklan, pendeskripsian teknik
diskursif dalam iklan, dan penjelasan deskriptif tentang asumsi ideologis melalui
fenomena sosial dan budaya yang disiratkan dalam iklan-iklan tersebut. Hasil penelitian
ini menunjukkan bahwa strategi manipulasi terjadi sangat luas dan beragam baik dari
aspek linguistik dan semiotika, misalnya banyaknya penggunaan kalimat deklaratif, kata
sifat, dan disjunktif juga kata ganti orang dari segi bahasa; dan banyaknya penggunaan
representasi simbolik, saturasi warna, iluminasi, dan ukuran besar objek tertentu dalam
iklan dari segi visual semiotika. Selain itu, hasil yang lain juga mengindikasikan bahwa
iklan-iklan manipulatif menghasilkan ideology tertentu yang berkaitan dengan fenomena
social budaya dalam kehidupan masyarakat. Oleh karena iklan-iklan yang dipilih berisi
teks dan gambar yang sudah dimanipulasi sedemikian rupa melalui aplikasi software
pengedit foto digital untuk menimbulkan efek tertentu yang mana membuat iklan-iklan
tersebut terlihat meyakinkan, dramatis dan hidup meskipun hanya gambar ilusi atau
fantasi yang sudah direkayasa, maka penelitian ini mampu mengungkap pesan-pesan
tersembunyi dari iklan-iklan komersil manipulative tersebut yang mana sebenarnya apa
yang diiklankan jauh kebenaran dan kenyataan.
ii
ACKNOWLEDGEMENT
Alhamdulillah, all the praise, honor and power belong to Allah SWT, for giving
the writer blessing, mercy and endless love, especially in the process of accomplishing
this thesis. In writing this thesis, the writer was helped by many beloved people and
therefore the writer would like to express her greatest gratitude to :
1. My parents (H.M.Yacub Tasim & Hj.Siti Kasih Simarmata) for their unless love,
attention, affection & financial support, and my soulmate (Edwin Sidik S.Pd) for
his unique affection, sense of humor, bold support, brilliant ideas, & inspiring
experiences.
2. Prof. Dr. Hj. Sumarsih, M.Pd, her first thesis advisor and Dr. Anni Holila
Pulungan, M.Hum, her second thesis advisor for their guidance, advices,
suggestions, affection and patience in supervising and guiding the writer to finish
this thesis.
3. Dr. Rahmad Husein, M.Ed., the Head of English Applied Linguistics Study
Program and Dr. Anni Holila Pulungan, M.Hum., the secretary of English
Applied Linguistics Study Program for the assistance in providing the academic
administration while the writer studied in the faculty, especially in the process of
completing this thesis.
4. Her thesis examiners, Prof. Dr. Busmin Gurning, M.Pd., Prof. Dr. Sri Minda
Murni, M.S., and Dr. Rahmad Husein, M.Ed. for the valuable advices and
suggestions.
5. Bang Farid, who has helped her in providing the academic administration.
6. All of her lecturers in English Applied Linguistics Study Program who have
taught and guided her during the academic year at the faculty.
iii
7. The Head and the employees of digital library and reading room of postgraduate
of UNIMED, for providing an opportunity for the writer to conduct the research
and helping her in the administration.
8. Her beloved cousins: Noni & Yeni “Ramen Sojoy Naruto” and Dini & Dea “One
Piece Café” for their help, hospitability & kindness whenever the writer is in
need.
9. Her beloved friends: Syarifah “Ipeh”, Rosa “Bundo”, “Wak” Saleh, “Wak”
Rhony Manullang, Vidya, and her classmates, English Applied Linguistics XX-A
for the prayer, support, love, laughs and friendship.
10. Those whose name cannot be mentioned one by one for their help and support.
Thanks for everything. May Allah bless us. Amin.
Medan, 27 Juli 2016
Rahma Juwita
iv
96
CHAPTER V
CONCLUSION & SUGGESTION
5.1 Conclusion
After analyzing the data deliberately, the conclusions are drawn as follows:
o Advertisements should be represented as a continuum of text functions which is
fluctuating between "informing" and "manipulating". There are two forms of
manipulation that produced from the linguistic aspects and visual semiotic aspects in
the image of the advertisements. Linguistically, commercial advertisements tend to
make use of declarative sentences and adjectives in manipulating potential buyers by
describing and informing them about the product quality and the advantages or other
promising claims of the advertised products through the creative choice of words that
are aimed to manipulate and influence the minds of people.
o Through the help of the agent of advertisers who have skill in editing or manipulating
image of an advertisement, the product companies use artificial visualization effects
such as symbolic representation, color saturation, illumination and other visual
aspects to suggest something about their products without directly claiming it to be
true in people’s mind.
o From the manipulation in advertisements through both the use of language and
image/picture can even reflect the different values in a society even though the
ideological concept is manipulated in order to make the potential purchasers are
psychologically influenced or think in a different perspective about some advertised
products. It can be inferred from the analysis that in advertising or promoting some
97
products, the companies decide to manipulate the consumers to align the interests of
the consumers with their interests and goals.
5.2
Suggestion
After the conclusions of the study are already taken, then, some useful
suggestions can be produced as follow:
•
It is suggested for anyone who read this research and could be potential buyers to
be more mature & aware in realizing which argument of an advertisement is real
and which is bad and, if advertisers use fallacies, it’s expected that the consumers
•
•
•
know better.
It is suggested for other researchers to study about the language and image
manipulation used in advertisements or any other discourse through the analytical
framework of Critical Discourse Analysis.
It is suggested for other researchers who want to conduct a research by applying
Critical Discourse Analysis in other research fields, such as politics, teaching and
learning and so on.
It is suggested for the students who want to study about Critical Discourse
Analysis to apply in other fields, such as in speech, entertainment and so on.
98
REFERENCES
Barton, Donald. (1994). “English Literacy” in Jahan, Jahanzeb. (2006). Language as a Semiotic
System. Teheran: University of Management and Technology
Baudrillard, Jean. (1991). For a Critique of the Political Economy of the Sign (2nd Ed.). St
Louis: Telos Press
Berger, Arthur Asa. (1999). Signs in Contemporary Culture: An Introduction to Semiotics (2nd
Ed). Salem: Sheffield
Bignell, Jonathan. (2002). Media Semiotics: an Introduction (2nd Ed). Manchester: Manchester
University Press
Bogdan, R.C., & Biklen, S.K. (1992). Qualitative Research for Education: An Introduction to
Theory & Methods (2nd Ed.). Boston: Allyn and Bacon
Chandler, Daniel. (2007). Semiotics: The Basics. Oxon: Taylor & Francis group
Cook, Guy. (1994). Discourse and Literature: The Interplay of Form and Mind. Oxford:
Oxford University Press.
Cook, Guy. (2001). The Discourse of Advertising (2nd ed.). London: Routledge
Danciu, Victor. (2014). Manipulative Marketing: Persuasion and Manipulation of the
Consumer through Advertising. Bucharest University of Economic Studies: Journal of
Theoretical and Applied Economics Vol. 19
Diaz, María Alcantud. (2011). Manipulation of Teenagers Through Advertising – A Critical
Discourse Approach. Universitat de València: Revista de Lingüística y Lenguas Aplicadas
vol. 6
Dyer, Gillian. (1996). Advertisement as Communication. London: Routledge
Fairclough, Norman. (1995). Critical Discourse Analysis. New York: Longman
-------------------- (2001). Language and Power (2nd edition). Harlow: Pearson Education Ltd.
-------------------- (2003). Analysing Discourse: Textual Analysis for Social Research. New York:
Routledge
--------------- (2006). Discourse and Social Change (2nd ed). Cambridge: Blackwell Publishing
Ltd
Fairclough, N. & Chouliaraki, L. (1999). Rethinking Critical Discourse Analysis. Edinburgh:
Edinburgh University Press
Huckin, Thomas. (2007). Critical Discourse Analysis and the Discourse of Condescension.
Utah: University of Utah
Huckin, T., Andrus, J., & Clary-Lemon, J. (2012). Critical Discourse Analysis of Rhetoric and
Composition. Utah: National Council of Teachers of English
99
Kress, G. & van Leeuwen, T. (2006). Reading Images, the Grammar of Visual Design (2nd Ed.)
London: Routledge
Kaur, K.; Arumugam, N.; & Yunus, N. M. (2013). Beauty Product Advertisements – A Critical
Discourse Analysis. Journal of Asian Social Science; Vol. 9, No. 3
Kulkarni, Madhura. (2011). Advertisement. Mumbai: University of Mumbai Press
Leech, Geoffrey, N. (1992). English in Advertisement: A Linguistic Study of Advertisement in
Great Britain (English Language Series). London: Longman
Leiss, William; Kline, Stephen; and Jhally, Sut. (1990). Social Communication in
Advertisement: Persons, Products and Images of Well Being. London: Routledge
Lincoln, Y. S., and Guba, E. G. (1985). Naturalistic Inquiry. Beverly Hills California: Sage
Publication Inc
Locke, Terry. (2004). Critical Discourse Analysis. London: Continuum International Publishing
Macario, Everly and Boyte, Rebeca Montealegre. (2008). Lost in Translation: Tips for Avoiding
Translation ‘Travesties’ - Health Promotion Practice. A Journal of English Translation
Studies Vol 9 No. 3
Ma Mei Lin Linda. (2005). Multimodal Discourse Analysis of Advertisements of Hong Kong
Charity Organizations. A Master of Arts Dissertation, University of Hong Kong unpublished
Mitchell, Nancy, Sandra Moriarty, and William Wells. (2009). Advertising: Principles &
Practice. New Jersey: Pearson/Prentice Hall
Nöth, Winfried. (1995). Handbook of Semiotics. Boomington: Indiana University Press
Parsa, Alev Fatos. (2005). Visual Semiotics: How Still Images Mean? Interpreting Still Images
by Using Semiotic Approaches. Turkey: Ege University
Potts, Alex. (1996). Critical Terms for Art History. London and Chicago: University of Chicago
Press
Scollon, R. and Scollon S.W. (2003). Discourses in place: Language in the Material World.
London: Routledge
Sheyholislami, Jaffer. (2002). Critical Discourse Analysis (article). Retrieved February 10th 2014
from www.carleton.ca/~jsheyhol/cda.htm
Stockl, H. (2004). Perspectives on Multimodality. Sydney: John Benjamins Publishing Company
Sullivan, Katherine. (2008). Perception of Images in Advvertising and Impact on Consumers’
Lives. Journal of Communication and Advertisement Studies, Vol. 3, No. 3
Vahid, Hossein & Esmaeli, Saeedeh. (2012). The Power behind Images: Advertisement
Discourse in Focus. International Journal of Linguistics, Vol. 4, No. 4
Van Dijk, Teun A. (1995). Aims of Critical Discourse Analysis. Journal of Japanese Discourse,
Vol. 1, p. 17-27
100
Williamson, Judith. (1991). Decoding Advertisements: Ideology and Meaning in Advertisement
(2nd ed). London: Marion Boyars
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