IDEAS home Printed from https://ideas.repec.org/a/ibn/assjnl/v15y2019i2p17.html
   My bibliography  Save this article

Elements of Critical Discourse in Copywriting on Malaysian Celebrity Television Advertisement

Author

Listed:
  • Nur Widad Roslan
  • Hazlina Abdul Halim
  • Mohd Azidan Abdul Jabbar
  • Roslina Mamat

Abstract

This study focuses on the elements of critical discourse in copywriting on Malaysian celebrity television advertisements. The objectives of this study is to identify and discuss the elements of critical discourse in copywriting on Malaysian celebrity television advertisement videos. This study will focus on the textual analysis, one of the three dimensions of Fairclough’s (1995) critical discourse analysis. The data is analyzed by using the qualitative method. 10 Malaysian celebrity television advertisements copy were chosen as samples for this study. Results from this study have helped in the process of identifying the presence of the textual analysis sub categories which are grammar, theme, metaphor, repetition and conjunction. Therefore, it is hoped that further studies will be focus on the use of appropriate textual analysis in future advertisement copies.

Suggested Citation

  • Nur Widad Roslan & Hazlina Abdul Halim & Mohd Azidan Abdul Jabbar & Roslina Mamat, 2019. "Elements of Critical Discourse in Copywriting on Malaysian Celebrity Television Advertisement," Asian Social Science, Canadian Center of Science and Education, vol. 15(2), pages 1-17, February.
    • Handle: RePEc:ibn:assjnl:v:15:y:2019:i:2:p:17
    as

    Download full text from publisher

    File URL: https://ccsenet.org/journal/index.php/ass/article/download/0/0/38396/38958
    Download Restriction: no
    File URL: https://ccsenet.org/journal/index.php/ass/article/view/0/38396
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Nathalie Fleck & Michaël Korchia & Isabelle Le Roy, 2012. "Celebrities in Advertising: Looking for Congruence or Likability?," Post-Print hal-02291867, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ramendra Pratap Singh & Neelotpaul Banerjee, 2018. "Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention," Global Business Review, International Management Institute, vol. 19(6), pages 1622-1639, December.
    2. Souheila Kaabachi & Mohamed Karim Kefi & Monyédodo Régis Kpossa & Ahmed Anis Charfi, 2021. "Celebrity Endorsement vs Influencer Endorsement for Financial Brands: What does Gen-Z think?," Post-Print hal-03767446, HAL.
    3. . Abhishek & Arvind Sahay, 2013. "Role of Culture in Celebrity Endorsement: Brand Endorsement by Celebrities in Indian Context-A Review, Synthesis and Research Propositions," Working Papers id:5432, eSocialSciences.
    4. Maria Teresa Cuomo & Pantea Foroudi & Debora Tortora & Shahzeb Hussain & T.C. Melewar, 2019. "Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption," Sustainability, MDPI, vol. 11(23), pages 1-21, November.
    5. Ullah, Subhan & Attah-Boakye, Rexford & Adams, Kweku & Zaefarian, Ghasem, 2022. "Assessing the influence of celebrity and government endorsements on bitcoin’s price volatility," Journal of Business Research, Elsevier, vol. 145(C), pages 228-239.
    6. Albert, Noël & Ambroise, Laure & Valette-Florence, Pierre, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Journal of Business Research, Elsevier, vol. 81(C), pages 96-106.
    7. Yuanyuan Zhou & Qian Li & Shiyang Gong & Daniel P. Hampson & Zhicen Liu, 2023. "Looking back is better than looking forward: visualization, temporal frames, and new product evaluation in China," Asian Business & Management, Palgrave Macmillan, vol. 22(3), pages 829-856, July.
    8. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
    9. Adel A. Al-Wugayan, 2023. "Celebrity appeal effectiveness in donating to the cause: Popular Culture vs. Religious Celebrities," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 369-391, June.
    10. Xuhui Wang & Asad Hassan Butt & Qilin Zhang & Nouman Shafique & Hassan Ahmad, 2021. "“Celebrity Avatar†Feasting on In-Game Items: A Gamers’ Play Arena," SAGE Open, , vol. 11(2), pages 21582440211, May.
    11. Yin, Cheng-Yue & Poon, Patrick & Su, Jing-Lei, 2017. "Yesterday once more? Autobiographical memory evocation effects on tourists' post-travel purchase intentions toward destination products," Tourism Management, Elsevier, vol. 61(C), pages 263-274.
    12. Mahdavi Mehdi & Barbosa Belem & Oliveira Zaíla & Chkoniya Valentina, 2019. "Scents of celebrities: Endorsers’ impact on buyers’ online perfume purchase," Management & Marketing, Sciendo, vol. 14(3), pages 304-317, September.
    13. Wan Su & Yangchun Li & Huichuan Zhang & Tiandong Wang, 2023. "How the attributes of content distributors influence the intentions of users to pay for content shared on social media," Electronic Commerce Research, Springer, vol. 23(1), pages 407-441, March.
    14. Chang Joseph W., 2017. "Moral character effects in endorser perception," Management & Marketing, Sciendo, vol. 12(2), pages 171-188, June.
    15. Waleed Yahya Yousef, 2023. "The Influence of a Country’s Sustainable Development on Likeability, Intention to Travel, and Country Image: A Case Study from Saudi Arabia," Sustainability, MDPI, vol. 15(7), pages 1-17, March.
    16. Regina Burnasheva & Yong Gu Suh, 2021. "The Impact of Celebrity Endorsement on Brand Loyalty: Mediating and Moderating Mechanisms," International Business Research, Canadian Center of Science and Education, vol. 14(2), pages 1-29, February.
    17. V. U. Vinitha & Deepak S. Kumar & Keyoor Purani, 2021. "Biomorphic visual identity of a brand and its effects: a holistic perspective," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 272-290, May.
    18. Xu, Zhen & Islam, Tahir & Liang, Xiaobei & Akhtar, Naeem & Shahzad, Mohsin, 2021. "‘I'm like you, and I like what you like’ sustainable food purchase influenced by vloggers: A moderated serial-mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    19. Abdullah Malik & Bushan D. Sudhakar & Dhruv Shankar Dutta, 2018. "Management-based Factors of Sports Celebrity Endorsement and Effect on Brand Image," IIM Kozhikode Society & Management Review, , vol. 7(1), pages 75-87, January.
    20. Abhishek & Sahay, Arvind, 2013. "Role of culture in celebrity endorsement: Brand endorsement by celebrities in Indian context," IIMA Working Papers WP2013-07-01, Indian Institute of Management Ahmedabad, Research and Publication Department.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:assjnl:v:15:y:2019:i:2:p:17. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.