THE NATIONAL RECIPE/MASALA PRODUCTS: A CRITICAL DISCOURSE ANALYSIS

Abstract

CDA in general investigates different social hypotheses that study the collaboration of power, language, and ideological systems in various settings. The present study is fundamentally centred around the utilization of language in the advertisements of the National Recipe products to create impact and attract customers. It applies Fairclough’s three-dimensional model to analyze the language which is used in various ads for National Products in the spices. The findings of the study demonstrate that advertisers utilize different linguistic patterns in their advertisements as a marketing strategy. Vocabulary related to human taste, smell and sight, catchy and stunning slogans and affirmative statements in these ads create a real and domestic life before the customers. The results also explain that the product advertisers utilize implicit linguistic structures in apt situations to develop real-world tastes in their food items. Thus it implies that the language used in the ads influences the psychology of the viewers tactfully.