A Sociocognitive (Critical Discourse) Study of Indian Advertisements Separated in Time

Abstract

Advertising is the process of appealing to the needs and attitudes of the consumers so as to convince them into buying the advertised product.  The needs and attitudes change with time and are analysed by identifying the target audience.  Theories in advertising reveal advertising also has the power to influence perceptions and thus, enhance sale.  This paper aims to do a Critical Discourse Study (CDS) of some advertisements in India to analyse the perceptions and attitudes of society at large.  Within CDS, we use the Sociocognitive Model of Teun A. van Dijk (2015).  The model is based on the premise that the link between discursive practices and social practices is cognitively mediated.  Therefore, the influence or the possible influence of advertisements on the society can be studied in detailed.  The paper attempts to bring forth the sync between theories of advertising like the Cognitive Theory, Affective Theory and Persuasive Theory and the elements of CDS like ideology and power.  The advertisements are selected in binary fashion where two advertisements by the same brand at two different times are comparatively analysed.  All advertisements have a woman as a major element.  Her portrayed image is critically studied to reveal the existing/created discourse.  The results are lastly compared to see if they represent the same or similar social reality.  The Sociocognitive Model analyses in detail the possible influence this portrayed discourse can have on the cognition of the target audience by appealing to their affective factors; consequently, persuasively influencing their ideology.