A Discourse Analysis of Thematic Print Advertisements

Objective – This paper presents a discourse study on the print advertisements of a particular theme in Malaysia, that is, Malaysia Day, for social and commercial functions by a telecommunication company. Methodology/Technique –The print advertisements studied were analyzed in a detailed manner within a discourse analytic and cultural perspective. The data were analyzed qualitatively to seek for information along the dimensions of categories and characteristics stated in the research questions. Findings – Through linguistic features and semiotic approach (i.e. sense-making), the study revealed that the soft-sell advertisements employed a combination of the four language styles to reflect the norms and values of Malaysia's multiracial society. Besides language styles, some of the advertisements also included a number of semiotics such as the distinctive unity symbol, the national flag, landscape and historical building to represent the unity of the multiracial Malaysia's population. Novelty –The findings suggest that the thematic advertisements have the soft-sell the advertiser's brand or product while communicating the social messages. The language styles also help in communicating the social message to the audience. Type of Paper: Conceptual