prikaz prve stranice dokumenta Deconstruction of the Capitalist Discourse - Creating an Advertising Narrative On the Example of Lush Cosmetics
  Download
PDF 3.79 MB
master's thesis
Deconstruction of the Capitalist Discourse - Creating an Advertising Narrative On the Example of Lush Cosmetics
Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences, 2022. urn:nbn:hr:131:429253
Dolfić, Marin
University of Zagreb
Faculty of Humanities and Social Sciences
Department of English language and literature

Institutional repository: ODRAZ

Cite this document

Dolfić, M. (2022). Deconstruction of the Capitalist Discourse - Creating an Advertising Narrative On the Example of Lush Cosmetics (Master's thesis). Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:131:429253

Dolfić, Marin. "Deconstruction of the Capitalist Discourse - Creating an Advertising Narrative On the Example of Lush Cosmetics." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2022. https://urn.nsk.hr/urn:nbn:hr:131:429253

Dolfić, Marin. "Deconstruction of the Capitalist Discourse - Creating an Advertising Narrative On the Example of Lush Cosmetics." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2022. https://urn.nsk.hr/urn:nbn:hr:131:429253

Dolfić, M. (2022). 'Deconstruction of the Capitalist Discourse - Creating an Advertising Narrative On the Example of Lush Cosmetics', Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, accessed 28 May 2024, https://urn.nsk.hr/urn:nbn:hr:131:429253

Dolfić M. Deconstruction of the Capitalist Discourse - Creating an Advertising Narrative On the Example of Lush Cosmetics [Master's thesis]. Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; 2022 [cited 2024 May 28] Available at: https://urn.nsk.hr/urn:nbn:hr:131:429253

M. Dolfić, "Deconstruction of the Capitalist Discourse - Creating an Advertising Narrative On the Example of Lush Cosmetics", Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:131:429253

Metadata
TitleDeconstruction of the Capitalist Discourse - Creating an Advertising Narrative On the Example of Lush Cosmetics
AuthorMarin Dolfić
MentorMarina Grubišić (mentor)
Committee memberAnđel Starčević (predsjednik povjerenstva)
Committee memberJanja Čulig (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of English language and literature)
Zagreb
Defense date and country2022-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Philology
Anglistics
Abstract
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.
Keywords
Languageenglish
URN:NBNurn:nbn:hr:131:429253
Study programmeTitle: English Language and Literature (single or double major); specializations in: TEFL, Linguistics, Literature and Culture, Translation
Course: TEFL
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra engleskog jezika i književnosti (magistar/magistra engleskog jezika i književnosti)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution 4.0 International (CC BY 4.0) icon
Created on2022-10-03 00:10:35