Elements of critical discourse in copywriting on Malaysian celebrity television advertisement
This study focuses on the elements of critical discourse in copywriting on Malaysian celebrity television advertisements. The objectives of this study is to identify and discuss the elements of critical discourse in copywriting on Malaysian celebrity television advertisement videos. This study will...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Canadian Center of Science and Education
2019
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| Online Access: | http://psasir.upm.edu.my/id/eprint/69742/ http://psasir.upm.edu.my/id/eprint/69742/1/69742.pdf |
| _version_ | 1848856494480556032 |
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| author | Roslan, Nur Widad Abdul Halim, Hazlina Abdul Jabar, Mohd Azidan Mamat, Roslina |
| author_facet | Roslan, Nur Widad Abdul Halim, Hazlina Abdul Jabar, Mohd Azidan Mamat, Roslina |
| author_sort | Roslan, Nur Widad |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | This study focuses on the elements of critical discourse in copywriting on Malaysian celebrity television advertisements. The objectives of this study is to identify and discuss the elements of critical discourse in copywriting on Malaysian celebrity television advertisement videos. This study will focus on the textual analysis, one of the three dimensions of Fairclough’s (1995) critical discourse analysis. The data is analyzed by using the qualitative method. 10 Malaysian celebrity television advertisements copy were chosen as samples for this study. Results from this study have helped in the process of identifying the presence of the textual analysis sub categories which are grammar, theme, metaphor, repetition and conjunction. Therefore, it is hoped that further studies will be focus on the use of appropriate textual analysis in future advertisement copies. |
| first_indexed | 2025-11-15T11:42:33Z |
| format | Article |
| id | upm-69742 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T11:42:33Z |
| publishDate | 2019 |
| publisher | Canadian Center of Science and Education |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-697422019-07-08T07:19:40Z http://psasir.upm.edu.my/id/eprint/69742/ Elements of critical discourse in copywriting on Malaysian celebrity television advertisement Roslan, Nur Widad Abdul Halim, Hazlina Abdul Jabar, Mohd Azidan Mamat, Roslina This study focuses on the elements of critical discourse in copywriting on Malaysian celebrity television advertisements. The objectives of this study is to identify and discuss the elements of critical discourse in copywriting on Malaysian celebrity television advertisement videos. This study will focus on the textual analysis, one of the three dimensions of Fairclough’s (1995) critical discourse analysis. The data is analyzed by using the qualitative method. 10 Malaysian celebrity television advertisements copy were chosen as samples for this study. Results from this study have helped in the process of identifying the presence of the textual analysis sub categories which are grammar, theme, metaphor, repetition and conjunction. Therefore, it is hoped that further studies will be focus on the use of appropriate textual analysis in future advertisement copies. Canadian Center of Science and Education 2019 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/69742/1/69742.pdf Roslan, Nur Widad and Abdul Halim, Hazlina and Abdul Jabar, Mohd Azidan and Mamat, Roslina (2019) Elements of critical discourse in copywriting on Malaysian celebrity television advertisement. Asian Social Science, 15 (2). pp. 17-26. ISSN 1911-2017; ESSN: 1911-2025 http://www.ccsenet.org/journal/index.php/ass/article/view/0/38396 10.5539/ass.v15n2p17 |
| spellingShingle | Roslan, Nur Widad Abdul Halim, Hazlina Abdul Jabar, Mohd Azidan Mamat, Roslina Elements of critical discourse in copywriting on Malaysian celebrity television advertisement |
| title | Elements of critical discourse in copywriting on Malaysian celebrity television advertisement |
| title_full | Elements of critical discourse in copywriting on Malaysian celebrity television advertisement |
| title_fullStr | Elements of critical discourse in copywriting on Malaysian celebrity television advertisement |
| title_full_unstemmed | Elements of critical discourse in copywriting on Malaysian celebrity television advertisement |
| title_short | Elements of critical discourse in copywriting on Malaysian celebrity television advertisement |
| title_sort | elements of critical discourse in copywriting on malaysian celebrity television advertisement |
| url | http://psasir.upm.edu.my/id/eprint/69742/ http://psasir.upm.edu.my/id/eprint/69742/ http://psasir.upm.edu.my/id/eprint/69742/ http://psasir.upm.edu.my/id/eprint/69742/1/69742.pdf |