Date of Award

2010

Thesis Type

Masters

Document Type

Dissertation

Divisions

Faculty of Languages and Linguistics

Department

Department of English Language

Institution

Universiti Malaya

Abstract

This research analyzed the advertisements in Malaysian women’s magazines by using Fairclough’s framework in the area of Critical Discourse Analysis. The findings of this research will be valuable to those who are actively participates in researching CDA, that may include lecturers as well as the students who are learning Critical Discourse Analysis. Advertisements in CLEO are used as the data. The data is multimodal, however only the written texts are analyzed. As such, the researcher analyzed the linguistic features in advertisements published in Malaysian women’s magazine. The objective of the researcher was to identify how the magazines interpellate (Althusser 1971) Malaysian women. The concept of interpellation as proposed by Althusser is a process of hailing the individuals or readers and this can occur while they are reading the advertisements. The Fairclough’s framework consists of three stages, description, interpretation and explanation is used as the framework to analyze the data. The major findings of this study are the linguistic features in the advertisements and advertorials manage to interpellate the consumers or readers into buying the cosmetic product.

Initial

khm

Additional Information

Dissertation (M.A.) – Faculty of Education, Universiti Malaya, 2010.

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