DISCOURSE ANALYSIS OF SOME NIVEA ADVERTISEMENTS IN CHINESE BY USING FAIRCLOUGH’S THREE-DIMENSIONAL MODEL

  • Tran Thi Thuy Linh Faculty of Interdisciplinary Studies, Thai Nguyen University, Lao Cai Campus
  • Nguyen Phuong Thanh Faculty of Interdisciplinary Studies, Thai Nguyen University, Lao Cai Campus
Keywords: discourse analysis, Fairclough, Nivea, advertising, Chinese

Abstract

Nivea is a global German brand, founded in 1882, specializing in skin care and body products. Therefore, Nivea advertisements are popular all over the world. Based on Fairclough's three-dimensional  model, we analyzed 10 Chinese Nivea advertisements in the Chinese market, taken from the website http://www.youtube.com, including texts, discourse practices, and social practices. This research results showed that linguistic features that Nivea used in advertising had great effect in attracting the attention of the viewers; discourse strategies such as self-representation, exaggeration, providing scientific proof, establishing close relationships with customers... played an important role in building faith with customers; modern life with fast pace, gender features, oriental beauty concepts also directly affected the construction of advertising.

điểm /   đánh giá
Published
2022-04-30
Issue
Vol. 38 No. 2 (2022)
Section
RESEARCH