This document summarizes a research paper analyzing a Coca-Cola print advertisement using Fairclough's 3D model of discourse analysis. The paper examines the language, images, and techniques used in the ad to attract and persuade consumers. It identifies several institutional practices used, such as featuring families and celebrities, using simple language and slogans, colorful logos, and manipulating viewers' psyche. The conclusion states that ads use techniques like jingles and exaggeration to create desirability and motivate purchases.

1. 2017
Research
Paper
Nadia Anum
[CRITICAL DISCOURSE ANALYSIS]

2. ASSIGNMENT :- ON ADVERTISMENT DOMAIN
Submitted to:- M’am Nudrat
Submitted by:- Nadia Anum
Department: - B.S English
Semester:- 7#
Roll No:- 57#
Course title:- Critical Discourse Analysis
G, C Women University Sialkot

3. Topic:-
Research Paper on Advertisement Domain
Fairclough 3d Model Applied
On
“Coca Cola”

4. Acknowledgment
“I would like to thank my M’am Nudret and my sisters Rubab for their kind help and constant
guidance throughout my work.”
Abstract
This paper analyzes printed Coca-Cola advertisement. The object of the study is Coca-Cola, the
most famous soft drink. Coca-Cola Company has been on the market for 125 years which
indicates it has large experience in business and advertising. Advertising is integral part of
product-selling business because every product needs its buyers. The overall impression of an
advert decides whether a product becomes popular with customers. The primary focus is on the
language but advertising is a complex field therefore all aspects of discourse need to be covered,
namely graphical, features cohesion and sentence types are observed in discourse level.
Pragmatics combines all previous attributes to identify intended message. The aim of the paper is
analyze the institutional practices used by this advertisement.
Key words: discourse analysis, advertising, Coca-Cola, print,

5. Introduction:-
Language is an essential part in human being’s life. Through written either spoken or written
people can communicate with others. Discourse analysis it is necessary to present the term
discourse itself. The knowledge of the meaning of discourse is essential basis for further
analysis. In Widdowson (2007) the term discourse is defined as “what a text producer meant by a
text and what a text means to the receiver”. Discourse could be created not only by written
expressions, but also by verbal ones. This paper focuses on the written and spoken expressions of
advertisement.
Critical Discourse analysis is a general term that stands for several various approaches to
analyze written or spoken language. This definition is general, but it gives a common idea of
fields where discourse analysis can be used.
Advertising has played an important part in the process of creating the world and its culture as
we know it. The development of society and technologies brought along with it an enormous
quantity of options for everyone. Producers need to attract customer’s eye to make them
interested in certain product. For that purpose, advertising with its power is crucial. It is powerful
enough to catch our attention and to create a subconscious picture.
Each area of production focuses on different senses or needs. Food advertising points out taste,
fresh look or the ability to get us closer with people around. When compared to e.g. electronic
devices, food is vital for people. This creates the necessity to buy food and drinks. People buy it
to satisfy their body needs. However, they want to purchase something to indulge in.
The topic of my paper is “Coca Cola”. Discourse of advertisement is primarily fouses on
creativty, attractant as well as persuasive appearance which intended to people to buy their
product. Discourse of advertisement has shown the development of extraordinary language
phenomena. The exploitation of the language to be used as the media of communicative add,
which is very interesting and persuading to manipulate the people.
Hypothesis:-
Discourse of advertisement play with the psyche of audience.

6. Research Objective:-
1. The researcher objective is to analyze the arresting language in the discourse of
advertisement play with the psyche of people.
2. To analyze the persuasive discourse of advertisement help in manipulating people.
Research Questions
1. How is the arresting language in the discourse of advertisement play with the psyche of
people?
2. How persuasive discourse of advertisement help in manipulating people?
Literature Review:-
Critical discourse analysis In recent decades critical discourse analysis (CDA) has become a
well-established field in the social sciences. However, in contrast with some branches of
linguistics, CDA is not a discrete academic discipline with a relatively fixed set of research
methods. Instead, we might best see CDA as a problem-oriented interdisciplinary research
movement, subsuming a variety of approaches, each with different theoretical models, research
methods and agenda what unites them is a shared interest in the semiotic dimensions of power,
injustice, abuse, and political-economic or cultural change in society. CDA is distinctive in a)
its view of the relationship between language and society, and its critical approach to
methodology. Let us take these in turn by first exploring the notions of ‘discourse’ and
‘critical’. The term ‘discourse’ is used in various ways across the social sciences and within the
field of CDA.

7. Fairclough 3d Model:-
Text Description:-
This ad is presented by “Coca Cola”. It is related to “Advertisement domain” and focuses on
the interest of people and convinces them to buy their products.
Yeh maza hai juda
Na rukhy ga zara
Maza her lamhy ma bhara
lamha takra ka
Maza payar ka
Rahy sada………
Chalta rahy ga
Kabi na ruky ga
Maza her lamhy ka ay ga
Lamha Milan ka
Maza jashan ka

8. Chalta rahy ga ………
Kabi na ruky ga……….
Maza her lamhy ka ay ga
Maza ibtada ka
Maza intaha ka

9. Interpretation:-
This ad is presented by “Coca Cola”. It is related to “Advertisement domain” and focuses on
the interest of people and convinces them to buy their products. Therefore following institutional
practices is there for the commercials of his product.
Lik;
 This ad is basically about soft drink “Coca Cola’s product”, therefore they presented “a
couple, a family, and youth”. it is an institutional practice.
 “Language” is another tool of attracting and convincing people toward their product.
 Like “simple and sensible vocabulary”.
 The element of “attraction” is also there. Like “energetic song handsome character,
and beautiful senses”.
 “Strong bounding between characters” is also there. Like lamha Milan ka.

10.  The element of “relating” is also there. This is an institutional practice.
Like; yeh maza hai juda
Na ruky yeh zara
 The element of manipulating is also there to convince people to buy their product.
Like; maza her lamhy ka ay ga…..
Chalta rahy ga, kabi na ruky ga…..
 “Colorful logo” of Coca Cola is also there. This is an institutional practice.
Like; in this picture
 “Play with the psyche of people” by presenting different situations. This is an
institutional practice. Like; party, family event etc
 The representation of “cultural food” is also there.like Roti, Biryani

11.  The element of “Casting famous personality” to manipulate the customers is also there.
This is an institutional practice.
 The “customer’s care” element is also this is an institutional practice. Like you can
enjoy Caco cola with your family, friends on different occasions.
 “Create desirability” in customer to buy their product it is also an institutional practice.
 Use of “jingle” in the ad is also another institutional practice.
 Use of “layout” in the commercial is also another institutional practice.
Like above in the pictures.

12. Explanation:-
This ad is particularly associated with advertisement domain and presented by Coca Cola
following social practices are also there. This is basically cultural oriented and reflects the
interest of people.
Man is a social animal. He can’t live in isolation. Therefore he makes friends in there
surrounding. They love their family, friends, dear one etc. As you know that everyone loves their
culture, events, and traditional food. He loves to celebrate them and try to make them more
special for their family, friends, and relatives. As you know that whenever someone visits their
families, and friends. We serve them with different soft drinks with the combination of hot and
spicy food. In culture we love soft drinks with the combination of spicy traditional dishes on
different occasion. On special events like Eid, Wedding and Birthday parties we make
Barbecue, Biryani, kabab, takka boti, etc and enjoy with different soft drinks.
This is the true picture of our society, how strong relationship between our families, friends, and
dear one and show strong association with our cultural events.
Conclusion:-
We have concluded that all the advertisement use different techniques like; jingle, manipulation,
relating, colorful, layouts, and logo etc that you can seen this advertisement of Coca Cola, how
they used various techniques like; rhyme, jingle, exaggeration, and play with the psyche of
people all the advertisement use all this techniques for the purpose of create desirability in
people to buy their product or service by representing different situations to manipulate the
people and encourage them to buy their products or services. In short we can say that their
purpose is to create desirability in their audience for the purpose of selling their products or
services.

13. References-
 http://blog.shoplet.com/wp-content/uploads/2015/10/Coca-
Cola.jpg
 www.researchgate.net/publication
 https://enywong.wordpress.com/coca-cola-multimodal-
advertisement
 we.com.mk/an-introduction-to-the-analysis-of-a-coke-
advertisement
1.

14. Advertising is a central embodiment of ideology in capitalized society. Generally speaking, both
of the advertisements are simple, direct yet strong. They are powerful because they make people
think that the products will make them happier. With the ideology of happiness in which that all
of the viewers pursue, it leaves impression and motivates the viewers to buy it. Time goes by;
Coca-cola wins more recognition than profit which is even valuable.
Data Collection:-
This advertisement is taken from the website of “Coca Cola” In order to analyze the meaning
and purpose behind the advertisement of “Coca Cola”, the structure and language of ad as well
as the verbal sign and non verbal sign of this ad I am going to analyze this advertisement by
applying the qualitative methodology and for the content analysis Furlough 3d Model is going
to apply.
Data analysis:-
This advertisement is basically presented by “Coca Cola” and the researcher going to do data
analysis by applying Fairclough 3d Model, which consists of three steps;
 Text Description
 Interpretation
 Explanation
All three dimensions need to cover in the critical discourse analysis;
 The linguistic feature of the text.
 The process of relating to the production and consumption of the text.
 The wider social practice to which the communicative even belongs.

15. Table of Content
S.no page
1. Introduction 4
 Discourse
 Critical Discourse Analysis
 Advertisement domain
 Hypothesis
 Research Objective
 Research Question
 Literature Review
2. Research Methodology 5
 Data Collection
 Methodology
 Fairclough 3d Model
3. Data Analysis 7
 Fairclough 3d Model
 Description of text
 Discursive Practices
 Social Practices
4. Conclusion 14
5. References 15