The most renowned brands worldwide incorporate initiatives in their business approach that seek equality between genders society. Nonetheless, advertising campaigns, gender remains stereotyped the roles men and women play, which can be considered harmful to society therefore unethical. Such discrepancy appears even same intervention generated by specialists who define design communication of th...

This study investigates the discourse of French right-wing political party National Front (FN) through a qualitative Critical Discourse Analysis approach examining their electoral campaign material from 2011 until 2017. The findings reveal that FN adopts typical populist tropes and strategies to broaden its base win popular support. At core lie binary conceptualisations constructing an in-group...

Advertising has been present in people’s lives through strategies for the sale of products, satisfying their needs, and interacting with them. The advertising beauty feminine care products one most constant traditional formula using stereotypical models women highlighting perfection. However, evolution empowerment is generating new responses consumers. Precisely, purpose this exploratory study ...

The study of advertising discourse in modern Russian science is dedicated to a large number works, but there are not enough specific studies the social sector today. However, at present time, due dramatic changes political and sociocultural life society, this type particular importance. This paper aimed issue status texts within framework discourse. An announcement seen as polycode text intende...

The study investigates the use of language in ‘Real Beauty’ advertising campaign initiated by care brand Dove from 2006 to 2020 through lens Fairclough’s (1989) three-dimensional critical discourse analysis and Wodak’s (2001) historical-discourse analysis. By unfolding textual elements used five video advertisements, it aims examine how advertiser constructs beauty image women discursive strate...

As advertisement publishers, Internet advertising platforms are the main media and channels for commercial paid advertisements. Management norms control mechanisms act first barrier in actual governance activities. Interest-oriented have natural defects process of regulation. The platform has multiple identities such as participants public advertising, rule-makers, discourse system builders, pr...

This paper provides an analysis of a public service advertising in terms of a metaphor: A SEAT BELT IS A FAMILY, a variant of the metaphor A CAR IS A LIVING ROOM. The analysis shows how aspects of metaphors and metonymies surface in various modes and how metaphor and metonymy interaction fulfils different cognitive and persuasive roles in a multimodal genre. This paper proposes that two domains...