Linguistic and Extra-Linguistic features of SABC indigenous language adverts

A Critical Discourse Approach

Abstract

Discourse encompasses not only written and spoken language but visual images as well. If discourse combines visuals and images, it is important that analysis of such texts account for the special characteristics of visual semiotics; the relationship between language and images. Using Critical Discourse Analysis (CDA), this paper, unravels power relations in the electronic advertising texts such as those aired on television. The targeted television advertising discourse is characterised by sound, colour, picture, camera angle and other motion picture attributes. The paper argues that texts in general and texts as adverts are hegemonic in nature. The reproduction of a popular culture perpetuated by adverts has been noted to support the perspective that advertising drives the global media and has profound influence on the content of the media messages received and subsequently on the cultures of the recipients. The paper makes use of the McDonalds TV Seat Advert shown on SABC1.