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Critical discourse analysis presentation

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A CDA presentation on "Every Little Helps" (TESCO Slogan) presented at NCBA&E Multan by EManuel ANthony to Ms. Uzma Khan.

A CDA presentation on "Every Little Helps" (TESCO Slogan) presented at NCBA&E Multan by EManuel ANthony to Ms. Uzma Khan.

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  • 1. CDA on “EVERY LITTLE HELPS” (TESCO SLOGAN)PRESENTED TO:MS. UZMA KHAN
  • 2. Critical Discourse Analysis on• Every little helps. TESCO (1993)
  • 3. Brief Introduction of TESCO:• TESCO was founded in 1919by JackCohen from a market stall in London.Tesco is found in 14 countries today andemploys over 500,000 people andserves tens of millions of customersevery week.
  • 4. Analysis• Discourse Typology:Sr. No. Slogan Type01 Every little helps Written, Planned, Contextual, Formal, Non-Reciprocal
  • 5. Analysis• Cohesive Devices:Slogan Formal LinksGrammatical CohesionGrammatical CohesionEvery little helps.TESCO (1993)• Every little is an exophoric reference.• Clausal / Nominal Ellipsis as helps is atransitive verb i.e. object missing (us or to beprosperous in life)
  • 6. Analysis• Cohesive Devices:Slogan Formal LinksGrammatical CohesionLexical CohesionEvery little helps.TESCO (1993)• “Every little” here is used in collocation withmoney as it has got the tendency to hint thelexical item „money‟ to be thought in thesame context.
  • 7. Analysis• Cohesive Devices:Slogan Other Cohesive DevicesGrammatical CohesionVerb Form (Tense and Aspect)Every little helps.TESCO (1993)Tense : PresentAspect: Simple Present / Present Indefinite
  • 8. Analysis• Cohesive Devices:Slogan Other Cohesive DevicesGrammatical CohesionCommunicative Dynamism(Theme and Rheme)Every little helps.TESCO (1993)Sentence Structure: SVO (Subject –fronted / Object missing)Theme / Topic: Every littleRheme / Comment: helpsTheme Type: Ideational (contains the content ortopic of the message)Standing in the front „every little‟ is a foregroundingsignal of what is to be understood of this sentence.
  • 9. Analysis• Cohesive Devices:Slogan Other Cohesive DevicesGrammatical CohesionElements of CommunicationEvery little helps.TESCO (1993)The Addresser: TESCOThe Addressee: CustomersThe Channel: (written) marks on paperThe Message Form: SVO sentence, presentIndefinite, simple vocabularyThe Topic: Every Penney saved helps us live abetter life / We sell things cheaper.The Code: UK EnglishThe Setting: People of many countries
  • 10. Analysis• Cohesive Devices:Slogan Functional Analysis And CoherenceGrammatical CohesionThe Cooperative Principleby Paul Grice (1975)Every little helps.TESCO (1993)• The maxim of QualityTESCO uses the slogans that fits to be true toevery one, every where.• The maxim of QuantityAs few as possible words used• The maxim of RelevanceThe slogan belongs to both, TESCO and the itscustomers• The maxim of MannerThe slogan clearly states what the highestobjective of the company is.
  • 11. Analysis• Cohesive Devices:Slogan Functional Analysis And CoherenceGrammatical CohesionThe Politeness PrincipleEvery little helps.TESCO (1993)• Don‟t Impose• Give Options• Make your receiver feel good
  • 12. Analysis• Cohesive Devices:Slogan Functional Analysis And CoherenceGrammatical CohesionClause structures and FunctionsEvery little helps.TESCO (1993)1. Interpersonal Metafunction:Declarative S+F / P2. Material Process:Every little = ActorHelps = PredicatorEvery little helpsModifier Noun F / PTheme Rheme
  • 13. Analysis• Cohesive Devices:Slogan Functional Analysis And CoherenceGrammatical CohesionClause structures and FunctionsEvery little helps.TESCO (1993)1. Grammatical metaphor:No nominalization (a noun in place of a verb)used.
  • 14. Analysis• Cohesive Devices:Slogan CDA in PracticeGrammatical CohesionSome important answersEvery little helps.TESCO (1993)1. Is Agency / Agent clear?Yes! The agent is „Every little‟. The slogan is inactive and declarative form.2. Is patient present?No! the Patient is not present.3. In Nominalization used?No. No Nominalization used here.4. Is the sentence Active or Passive:Active. So agency and causality not hidden.5. Is sentence positive or negative?Positive.
  • 15. Analysis• Cohesive Devices:Slogan CDA in PracticeGrammatical CohesionSome important answersEvery little helps.TESCO (1993)6. What modes is used?The sentence is declarative with SVO structureand present Indefinite as its aspect. No modalauxiliaries used.
  • 16. Analysis• Cohesive Devices:Slogan CDA in PracticeGrammatical CohesionStanceEvery little helps.TESCO (1993) Since the text is not taken either from anewspaper nor from any magazines nor a booketc. but is a TESCO slogan, it is a positivedeclarative statement that allures customers toshop.
  • 17. Analysis• Cohesive Devices:Slogan CDA in PracticeGrammatical CohesionConclusionEvery little helps.TESCO (1993) The simplicity, innovation, exactness of the texthas proved it stand among the “20 Best Sloganof All Times. It has successfully targetedsocieties as well as business world. The slogandoesn‟t show discrimination against anyone andserves best the objectives of TESCO.
  • 18. Thank YouPresented by:EMANUEL ANTHONY