Competitive Energy Drinks Advertisements on Bill Boards in Cameroon: A Critical Discourse Analysis


Volume/Issue : Volume 4 - 2019, Issue 1 - January

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This study investigates competitive energy drinks advertisements on road side from a Critical Discourse Analysis theoretical framework. The work primarily focuses on language use and images on energy drinks advertisements and the strategies employed by the texts producers to manipulate and influence consumerism. The method of analysis is Kress and a Leeuwen’s (2006) Reading Images: The Grammar of visual design. The advertisements demonstrate how the ideology of ‘energy’ is produced and reproduced through the ads. A qualitative research was conducted on energy drinks advertisements in three popular energy drinks producing companies in Cameroon (Les Brasseries Du Cameroon ‘XXL’, Source du pays ‘Reaktor’, Guinness Cameroon ‘Malta Tonic’. The outcome shows the energy drinks advertisements producers used different strategies to manipulate the audience and selling. The ads promote lifestyle and manipulate readers into believing that what is advertised is true. The analysis revealed how the ideology of ‘energy’ is constructed through the ads and synonymous with better life, socialism and good look. The linguistic devices composed of the ideational, interpersonal and textual metafunctions with presented participants, transitivity patterns, verbal language, prominence, framing, gaze, information value, distance, salience, age, gender, modality markers, etc. are used by the advertisings to persuade and control lifestyles and people’s minds.

Keywords : CDA, MDA, Advertisements, Power, Ideology, Language, Consumerism.


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