Toward an understanding of the discourse of advertising: Review of research, with special reference to Egyptian media

Dr. Hosni Mostafa El-dali
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Toward an understanding of the discourse of advertising: Review of research, with special reference to Egyptian media

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Abstract

This study examines the nature of the discourse of advertising. The focus is on the consumer advertising, which is directed towards the promotion of some product or service to the general public. The study, however, is not meant to exhaust all the aspects of this particular discourse, or present an answer to all the problems it poses. Rather, it aims at uncovering the basic elements of the most pervasive, influential and inescapable discourse of the 21st century; the advertising text. It focuses on the interaction of language, image and layout, and examines advertising persuasive strategies. In doing so, it draws on various linguistic (particularly pragmatic, psycholinguistic and sociolinguistic) theories. In addition this study provides analyses of some ads, using different ways of interpretations; and ends with a discussion on the interrelationship between culture (schemes) and advertising discourse. In this connection, instances from the Egyptian media, and their analyses are provided, with a view to clarifying some rhetorical categories in Arabic Advertising, and showing that texts construct meaning through interaction with other types of discourse, and inseparable from the culture of the advertising text.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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Not applicable for this article.

How to Cite This Article

Dr. Hosni Mostafa El-dali. 1970. "Toward an understanding of the discourse of advertising: Review of research, with special reference to Egyptian media". Global Journal of Human-Social Science - A: Arts & Humanities GJHSS-A Volume 12 (GJHSS Volume 12 Issue A4).

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Journal Specifications

Crossref Journal DOI 10.17406/GJHSS

Print ISSN 0975-587X

e-ISSN 2249-460X

Keywords
Discourse of AdvertisingEgyptian AdvertisementsReview of Research
Classification
GJHSS-A Classification FOR Code: 150502
150505
150503
  • Submission ReceivedDecember 7, 2011
  • Peer Review Double Blind
    Handling Editor
  • Accepted December 31, 2011
  • Published January 15, 2012
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Toward an understanding of the discourse of advertising: Review of research, with special reference to Egyptian media

Dr. El-dali
Dr. El-dali United Arab Emirates University
  • Submission ReceivedDecember 7, 2011
  • Peer Review Double Blind
    Handling Editor
  • Accepted December 31, 2011
  • Published January 15, 2012