Discourse Analysis of Commercial Advertisements in the Context of Studying Consumption Practices
Journal Title: Соціологія: теорія, методи, маркетинг - Year 2018, Vol 2, Issue
Abstract
The paper focuses on how commercial advertisements shape discursive practices of Ukrainian consumers and suggests some ideas for explaining the main characteristics of this process. For this purpose, a method combining critical discourse analysis, or CDA (mainly credited to Norman Fairclough and Ruth Wodak), with the sociology of knowledge approach to discourse, or SKAD (developed by Reiner Keller) have been used. This method helps to decode advertising messages and determine their influence on a person’s system of social values, patterns of cultural behaviour, norms, rules, etc.; in other words, the role of advertising discourse in shaping individual consumption practices. The author has also empirically identified and studied a set of factors contributing to the reproduction of consumption practices popularised by commercial advertising in today’s Ukrainian society.
Authors and Affiliations
OL’HA GERUS
Keywords
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- EP ID EP491024
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