Studying Linguistics Devices Used in Telecom Advertisements and their Effects on Consumer Behaviour: A Critical Discourse Analysis

Abstract

 Telecommunication companies convey various packages to people with the help of advertisements. Such advertisements use a wide range of linguistic devices such as simile, metaphor, ellipsis, comparison, repetition, connotation, euphuism, code-mixing, code-switching, etc. people psychologically. The researchers aimed at to explore these advertisements critically. Fairclough's three-dimensional model (1995) was used for analysis. A questionnaire was also designed to know the impact of language manipulated in such advertisements. The critical discourse analysis of advertisements revealed that they manipulate language to make their messages more persuasive. As a result, consumers buy those offers. Advertisements of telecom use the linguistics devices and images of leading cultures and generate a need in consumers’ minds to believe in the advertisements' ideologies. The research concluded that the advertisement's linguistic strategies attempt to persuade to buy a specific network with a range of offers initiated by it.