Deconstruction of the Capitalist Discourse - Creating an Advertising Narrative On the Example of Lush Cosmetics

diplomski rad

• Autor: Marin Dolfić
• Mentor: Marina Grubišić (mentor)
• Član povjerenstva: Anđel Starčević (predsjednik povjerenstva)
• Član povjerenstva: Janja Čulig (član povjerenstva)
• Ustanova koja je dodijelila akademski / stručni stupanj: Sveučilište u Zagrebu; Filozofski fakultet; (Odsjek za anglistiku); Zagreb
• Datum i država obrane: 2022-09-28, Hrvatska
• Znanstveno / umjetničko područje, polje i grana: HUMANISTIČKE ZNANOSTI; Filologija; Anglistika

Sažetak

The aim of this thesis is to offer a Critical Discourse Analysis of the crucial elements that come into play in the creation of a brand and managing its advertising. The thesis is done in a form of multimodal analysis with language and its various forms as the main focus. The crucial terms for analysing these concepts are manipulation and persuasion which both imply a certain form of discursive power. The paper gives an analysis of how this power is used in the creation of a global advertising discourse and the creation of desired mental models. The paper also mentions the terms sustainability, CSR, and greenwashing, as either participants or variants of the manipulative discourse. After a short overview of the relevant theoretical background, an analysis of various layers of company advertising and means of communicating with its customers is presented. The paper presents an analysis of the global communication or the macro level of discourse, and then an analysis of the individual level of communication, the micro level of discourse. The analysis ends with a conclusion that summarises the main implication of the paper and encourages further reading and investigation of the field of effect of the Critical Discourse Analysis.

• Ključne riječi: Lush Ltd; Critical Discourse Analysis; manipulation; persuasion; advertising; mental models; shared knowledge; common ground; brand personality; capitalism
• Jezik: engleski
• URN:NBN: urn:nbn:hr:131:429253
• Studijski program: Naziv: Anglistika (jednopredmetni)i (dvopredmetni); smjerovi: nastavnički, lingvistički, književno-kulturološki, prevoditeljski; Smjer: nastavnički; Vrsta studija: sveučilišni; Stupanj studija: diplomski; Akademski / stručni naziv: magistar/magistra engleskog jezika i književnosti (mag. philol. angl.)
• Vrsta resursa: Tekst
• Način izrade datoteke: Izvorno digitalna
• Prava pristupa: Otvoreni pristup
• Datum i vrijeme pohrane: 2022-10-03 00:10:35