A Discourse Analysis of Thematic Print Advertisements

Abstract

Objective - This paper presents a discourse study on the print advertisements of a particular theme in Malaysia, that is, Malaysia Day, for social and commercial functions by a telecommunication company. Methodology/Technique - The print advertisements studied were analyzed in a detailed manner within a discourse analytic and cultural perspective. The data were analyzed qualitatively to seek for information along the dimensions of categories and characteristics stated in the research questions. Findings - Through linguistic features and semiotic approach (i.e. sense-making), the study revealed that the soft-sell advertisements employed a combination of the four language styles to reflect the norms and values of Malaysia's multiracial society. Besides language styles, some of the advertisements also included a number of semiotics such as the distinctive unity symbol, the national flag, landscape and historical building to represent the unity of the multiracial Malaysia's population. Novelty - The findings suggest that the thematic advertisements have the soft-sell the advertiser's brand or product while communicating the social messages. The language styles also help in communicating the social message to the audience. Type of Paper - Empirical Keywords: Gender, Motivation models, Small enterprises, Female entrepreneur, West Sumatra