IDEOLOGICAL LANGUAGE AND DISCOURSE IN ADVERTISEMENTS: A CRITICAL EVALUATION FROM THE PERSPECTIVE OF NORMAN FAIRCLOUGH

It is aimed to make a hypothetical evaluation regarding how capitalism produces advertising discourse depending on ideological language policies using marketing ideology and how this advertisement discourse which is produced with ideological content should be analysed critically within this study. First of all, meaning production/transformation processes of advertisement are determined in this respect. Semiological manipulation linked with marketing ideology, intertextual/interdiscourse relations linked with dominant social and discursive practices and meaning production/transformation processes regarding textual/visual editing of advertisement discourse are explained in detail within these processes. Therefore; in this study, advertisement discourse becomes the ideological transformation tool which produces consumption image and identities based upon desires within the integrity of associations related to capitalist language ideologies and commodity relations. Critical discourse analysis which is used in order to read the ideological content (social context, ideological language use and naturalising) of sign and meaning structure related to commodity relations that are produced/transformed with advertisement discourse is explained depending on the historical development of discourse analysis method. Within this context, three dimensional critical discourse analysis by Norman Fairclough which enables analysis of advertisement discourse dialectically with social context and discursive practices is used. In addition, social semiotics by Gunther Kress and Theo van Leewueen is used in order to read visual editing of advertisement discourse within social context. By this way, advertisement discourse within the integrated context is analysed as social practice which is reproduced over association related to commodity relations of control belonging to capitalism, relation and identity production/transformation