Critical discourse analysis of a bank advertisement: Education is the only thing that can be asked for a child!

In the contemporary world, it is very common to see advertisements in every single context. People can reach any information and advertisement through social media at any time and share their ideas easily. Similarly, attitudes to advertisements can be accepted as indicators of our personalities, social norms or ideologies. For this reason, it is essential to understand or investigate media discourse critically. Considering this aim, the present study analyzes a private bank advertisement in Turkish socio-cultural context by adopting a framework of Fairclough (1992) in critical discourse analysis. This framework consists of three aspects of discourse suggesting 1) description of textual analysis 2) interpretation and 3) explanation of social conditions which affect production and perception. The findings of the study reveals that this advertisement film has been produced for a social responsibility project that values the education of children living under disadvantageous conditions, more specifically girls who are forced to be married. Besides, it was clarified that critical discourse analysis (CDA) can be an appropriate method to utilize the effective language of advertisements which integrates cultural, social and ideological values of societies