SIGNIFICANCE OF DISCOURSE IN CREATIVE ADVERTISING
Keywords:
Advertising discourse, creative advertising, discourse analysis, persuasion strategies, storytelling in marketing, linguistic features, consumer impact, semiotic approachesAbstract
This thesis investigates the pivotal role of discourse in creative advertising, emphasizing how linguistic, semiotic, rhetorical, and narrative elements construct persuasive messages that influence consumer behavior and cultural perceptions. Drawing on discourse analysis frameworks, it explores the characteristics of advertising discourse, including its concise, image-integrated nature and use of presuppositions, implicatures, and mythologization. The creative process behind advertising discourse is examined, highlighting storytelling, branding strategies, and innovative techniques like Systematic Inventive Thinking (SIT) to enhance engagement. Significance is underscored through its societal impact, such as shaping identities, promoting consumerism, and adapting to cultural contexts. Empirical insights from linguistic studies reveal how discourse bridges products and consumers, fostering emotional connections and ideological reinforcement. The thesis concludes with implications for marketing practices, advocating for critical awareness in discourse design to balance persuasion with ethical considerations.
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