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Direct linkToms Kreicbergs; Deniss Šceulovs – International Journal of Learning and Change, 2024
The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand's version of masculinity to men. The researchers analysed consumer comments posted on advertisements where masculinity is a prominent subject on the YouTube platform. By applying…
Descriptors: Advertising, Masculinity, Discourse Analysis, Consumer Economics
Download full textSuphaborwornrat, Waluga; Punkasirikul, Piyaporn – LEARN Journal: Language Education and Acquisition Research Network, 2022
The objectives of this study are to investigate verbal and visual semiotic resources employed as well as the cultural aspects embedded in the online soft drink advertisements. The data of this study was selected from the U.S. official soft drink brand Coca-Cola Instagram account (@cocacola), and a total of 58 advertisements were analyzed. Three…
Descriptors: Discourse Analysis, Marketing, Merchandise Information, Advertising
Dalamu, Taofeek O. – Journal of Language and Linguistic Studies, 2020
This study illuminated the strategy of Zenith Bank®, employing characteristics of children as fascinating instruments to persuade parents-cum-guardians to open a ZECA account for their children. Mrs. Bonke and the author randomly collected the advertisements for one year and nine months with a camera, utilizing a laptop to adjust the advertising…
Descriptors: Advertising, Persuasive Discourse, Laptop Computers, Guidelines
Ray, Brian – Written Communication, 2016
This article introduces the concept of stylization and illustrates its usefulness for studying online discourse by examining how writers have employed it in order to parody sexist products such as BIC Cristal for Her, using genderlect in order to introduce dissonance into and reframe patriarchal discourse. A corpus analysis of 671 reviews, written…
Descriptors: Social Action, Discourse Analysis, Writing (Composition), Gender Bias
Drew, Christopher – Discourse: Studies in the Cultural Politics of Education, 2015
Media constructions of schooling provide suggestions about what should be expected of the school experience. Studies on discourses of schooling have examined how the school is framed in media discourses, but few have examined how it is formed mundanely and repeatedly in advertisements promoting products that are not directly educational. This…
Descriptors: Mass Media Effects, Advertising, Television Viewing, Internet
Semali, Ladislaus – Yearbook of the National Society for the Study of Education, 2005
In this chapter, the author presents arguments to support a school curriculum that might forge a life of justice as well as develop a rational, analytical, and critical understanding of media texts that students use in classrooms and in out-of-school contexts. First, he begins by laying out the rationale for why media literacy matters in schools.…
Descriptors: Critical Theory, Class Activities, Citizenship, Learning Activities
