Advertising to Canada's official language groups: A comparative critical discourse analysis
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Julia Kuhn
Abstract
Two advertisements for Coffee-mate were selected from a large corpus of advertisements to conduct a qualitative analysis. We analyzed the different approaches used to address the anglophone and francophone language group considering both the visual and verbal text (Coffee-mate constitutes a representative example of the entire corpus). We concluded that the English advertisement shows characteristics of a hard sell ad while the French advertisement contains elements of a soft sell ad. Moreover, whereas the English advertisement uses more imperatives, stresses performance, and addresses the reader personally, the French advertisement has more interrogatives, is more passion-oriented, and only implicitly demands the reader to act.
© 2009 by Walter de Gruyter GmbH & Co. KG, D-10785 Berlin
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Articles in the same Issue
- Semiosis, mythic algebra, and the laws of association
- Peter Pan's shadow and the relational matrix of the “I”
- An “iconological turn” in literary and cultural studies and the reconstruction of visual culture
- Reading signs: Semiotics and depth psychology
- The images of film and the categories of signs: Peirce and Deleuze on media
- The sign universe, Summum Bonum, self-control, and the normative sciences in a Peircean perspective or man ought to contribute to the growth in the concrete reasonableness
- Into the realm of zeroness: Peirce's categories and Vipassana meditation
- Fuzzy meanings: Exploring meta-theories of communication in advertising research
- Visual syntax in the iconography of Saint Nicholas
- Advertising to Canada's official language groups: A comparative critical discourse analysis
