..\Pictures\pic 6.jpg. Introduction: CDA The approaches of conversation analysis (CA) and interactional sociolinguistics were developed to analyze interactive.

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Introduction: CDAThe approaches of conversation analysis

(CA) and interactional sociolinguistics were developed to analyze interactive talk.

They were not generally applied nor are readily applicable, to the analysis of written texts.

The approach used in critical discourse analysis or CDA, and which is examined here, can in principle be applied to both talk and text.

CDAIt is a ‘textual’ approach, which has

most been applied either to writing or to certain kinds of speech: analysts tend to work with ‘institutional’ rather than ‘ordinary’ talk, and many are particularly interested in the language and media.

These preferences reflect the CDA’s concern with the ‘hidden agenda’ of discourse, its ideological dimension.

The purpose of analysis is to show how discourse in its first sense (language in use) also functions as discourse in its second sense ( a form of social practice).

Institutions, including the media, are important sites for the operation of discourse in its second, ideologically significant sense,

That is why institutional and/or mediated discourse features so prominently in the work of CDA practitioners.

Decoding the Ad: CDA

The Representation of Women in television Commercials

AdvertisingAdvertising is defined as a public

notice that is ‘designed to spread information with

a view to promoting the sales of marketable goods and serves’ (Harris and Seldon,1962).

In addition to information regarding services and products, it produces and reflects the values, attitudes and behaviors of the social realm where it is embedded.

It gives meanings to words and symbols, playing a special role in the interpretation frame of the current world.

Advertising molds and mirrors life and this is enough to pledge the attention of researchers.

Advertising has an important role in the presentation of gender in society.

Recent studies have illustrated that mass communication mainly television programs, expresses somehow the dominant gender relations and patriarchal values.

Advertising

AdvertisingGender roles and gender identity are

constantly being created and negotiated through media representation (Woods,1994).

These representations then shape a woman’s view of herself and society’s view of her(Fergoson,19983).

Thus, the first to call for an investigation of the representation of women as a minority group in the media are the feminist advocates.

Cont.Utilizing a critical approach, the

present seminar aims to decode these media messages, verbally and nonverbally, to see how far they reflect the dominant gender relations and patriarchal values of a traditional society, and to understand the different strategies that advertising uses in media discourse to perpetuate power relations.

Van Dijk (1995)

Van Dijk indicates that any work in CDA is usually characterized by some of the following criteria:

It addresses a problem or is issue-oriented

It has an explicit position or stance of studing text or talk.

It focuses on the relations between discourse and society, thus it is multidisciplinary.

It is part of critical studies in humanities and the social sciences.

It pay attention to all levels of linguistic analysis (phonology, syntax, semantics…)

It pays attention to “verbal” approaches to discourse as will as other semiotic dimensions (pictures, films, sound, music, grammar, etc.)

It focuses on relations of power, dominance, and inequality and the way these are reproduced or resisted by social group members through text or talk.

Van Dijk (1995)

It deals with the discursively enacted legitimate structures and strategies of dominance and resistance in social relationships of gender, ethnicity, age, or nationality, among others.

It specifically focuses on the strategies of manipulation, legitimation, the manufacture of the discursive ways to influence the mind of people in the interest of the powerful.

Van Dijk (1995)

It has a critical and oppositional stance against the abuses of the powerful and elite.

It tries to create or sustain an overall perspective of solidarity with the dominated groups.

Van Dijk (1995)

Firth’s model of analysis (1998)Firth believes that the

interpretation of advertisement is a complex process, akin to interpreting any text.

He calls for the resistant reading of a text rather than the dominant or the preferred reading.

in line with the aim of the sender of

the message

It is opposional stance taken

towards the text by critical readers

Thus, Firth claims that to understand the meaning of an advert is to deconstruct it.

He explains deconstruction as

Firth’s model of analysis (1998)

“… a way of reading against the text. The aim of deconstruction is to expose the social and political power structures in society that combine to produce the text”.

Firth’s levels of analysisFirth suggests textual analysis as a

useful technique for critically deconstructing both the surface and the deeper social and cultural meaning of adverts.

Firth establishes 3 stages of reading an advert. These stages can be described as learning how to read

1)the surface meaning,2) The advertiser’s intended meaning,

and finally,3) The ideological meaning

1 )the surface meaning The surface meaning which consists of

the overall impression that a reader might get from quickly studying the advert.

One can describe this surface level by simply listing all the objects and people in the advert.

2 )The advertiser’s intended message

The advertiser’s intended message is the sales message that the advertiser is trying to get across.

It’s the “preferred” or expected meaning a reader might get from the advert; the meaning that the advertiser intends for the reader to take with them.

3 )The cultural or the ideological message The cultural or the ideological

meaning relies on the cultural knowledge and background of the reader.

Readers “make sense” of adverts by relating them to their culture and to the shared belief systems held in common by most people.

But they are not universal beliefs(Fiske,1982)

Cont.According to firth, to deconstruct

an advert we must take it apart layer by layer.

As we move from the surface message to deeper social messages we will see how this system of meaning works.

In the following section a sample of adverts is analyzed to show how they reflect some ideological processes in discourse to reflect power relations.

Several TV adverts where diverse linguistic and visual choices contribute to the representation of women are examined.

Adverts are aimed at men are also analyzed and compared to adverts aimed at women which are based on assumptions of men-dominated gender relations.

Women and the ideal of beauty

Example 1

Unforgettable hair from the first touch. Bert shampoo is an exclusive extract of natural oils to moisturize your hair and give it softness. His heart is yours by one touch only. Bert is in its new bottle now.

Example 2

One of three men complains of skin sensitivity. Men may suffer from skin irritation that may cause them to suffer during shaving. Gillette fusion is recommended by American dermatologists. Gillette fusion moves on the skin so smoothly that the shaving mission ends up comfortably. This what men deserve. Sensitive Gillette protects your skin from irritation.

Example 3

I'm more than a writer .

I'm more than a singer .

I'm more than a star .

I'm a man .

Only the brave ..

the new fragrance from Deisel .

Example 4

What would you change about Barbican bottle?

A little of the shape … the look … longer nick … longer … slimmer …

You grip it better … change the color … lighter color … greener … better .. in green …stylish.

Example 5

Enjoy your moment with the smoothy delicious Galaxy. When the chocolate is adored.

Women’s Passiveness and Dependence

Example 6

Do you want your original skin stay beautiful to use a razor or the right wax? You can leave Dove roll-on do that for you.. The skin can fix itself. Dove roll-on moisturizer leaves the skin fixing itself to make it soft like silk. From Dove world: effective protection .. beautiful result.

Example 7

Vasline knows that overtime other materials weakened but the skin can become healthier and stronger with hydration. New Vasline men lotion helps fighting dryness over your skin, so while other materials break down, your skin can go stronger with the essential material to tackle dryness intensely. New Vasline lotions and crèmes .. stronger and more resilient skin.

Women as Working Individuals

When do we say "NO" to tea bags?

-Why you are so happy?

- Yes, he came to ask for my hand!!

- Wait.. wait!! This requires Rabea!!

Nothing can compensate a soaking bunch of complete tea leaves from the most luxurious natural tea types that gives your tea the golden color and the rich flavor.

The bunch of tea leaves when the chat has a value.

Example 8

Amre! I want the report in half an hour. The computer is very slow; "how can I finish my report?... offf "

Malay or Beirut? Where should we spend our anniversary? Oh !!! I need the information for the report …

I have to call the selling department.

Come on Amre!! Come on Lipton !!.. The Yellow label picks young tea leaves that are rich

with theanine that not only adds quality to your tea but also helps to clarify your mind. Lipton tea can do that .

Example 9

We can see your beauty and know your expectations, so we provide you with Vital milk with more protein, more calcium, low-fat to keep your fitness that adds beauty and elegance that distinguishes you from others .. For your brightness starts from the inside.

Example 10

Dealing with urgent cases is part of my life at work as well as home. They depend on me in all matters. That's why there is no time to doubt or to fail, especially when it is related to strong pain. That's why when I feel in pain I take Panadol Extra that is stronger 37% than normal Panadol. To let them continue relying on me every day. Panadol Extra is my choice.

Example 11

I taught my son to play football since he was five. Now, We can not play as we used to . Sometimes I can not let him upset, but when my joints ache and becoming stiff. The doctor advised me to have Panadol Joint. It has a component that has a long effect of nine hours. There are scientific experiments have already proved that who take them will get rid of joints pain. With Panadol, I will not waste any time I can play with my son. Panadol is my choice.

Example 12

Example 13 Once upon a time.. I became a

princess. But.. Mommy!! How can I be a princess with a dirty dress?

Don't worry your highness. So, I continued to be a princess. I collected Spring flowers and I picked summer fruits and I flew with the breeze. Tide with the protection shield helps prevent dirt from sticking to clothes and maintains its whiteness over time. And the last season I realized every princess needs a supermom.

Example 14

It's great to see your son personify your own thoughts. But it's even greater that these thoughts have deeper passion like that we had 60 years ago.

Ideal of Domesticity

- Can I come in?- Please do! You are

not a stranger!- Um Talib has bought

a detergent and she was in trouble.

- Do you see my dirty dishes; it’s washed once and twice.

- Dou you see the dirty laundry; it’s washed once and twice.

Example 15

But saving needs one to be sharp.

Get down to Bounix.Don’t forget the the

cleaning test of Bounix.Fatheyya! Do you want

come to me today?Bounix.. Cleaness, smell

and saving.

Example 15

If your coffee can able express to you what it needs to be better coffee, you will be able to know that the only thing coffee adores is Coffee Mate. Only Coffee Mate can make your coffee smooth, delicious, and rich. It is the permanent companion for coffee. Neslte what coffee adores.

Example 16

Women and Aging

Example 17

- well, long time ago, but you are becoming more beautiful . - Amm !!! You've noticed then? - What would you like to have? - What is your special course today? You!!!

Regain his love and live the romance once more. Pond age Miracle slows down skin aging lines and retains its youth in seven days only.

- Should I bring you the bell now? - Only if you accept a credit card.

- Only if it's written on it I love you.