CRITICAL DISCOURSE ANALYSIS OF NIKE’S ‘‘DREAM CRAZIER’’ ADVERTISEMENT

Nazlı Aykut

Makale detayları

CRITICAL DISCOURSE ANALYSIS OF NIKE’S ‘‘DREAM CRAZIER’’ ADVERTISEMENT

Yazarlar:

Nazlı Aykut

Yayıncı:

Hatay Mustafa Kemal University

Ana Başlıklar:

Bilgi Etkileşimi

Dergi:

Mustafa Kemal Üniversitesi Eğitim Fakültesi Dergisi Vol.9 Issue 15, pp.101-108

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001349200

pISSN:

2667-8470

Anahtar kelimeler:

Özet:

 Advertisements are a part of our daily lives, and they convey certain messages. In this way, they deal with values, attitudes, and shared knowledge that compromise a culture. In this regard, the current study focuses on critical discourse analysis of an advertisement which is titled as Nikes Dream Crazier. The present study aims to look at what is actually being said in Nikes Dream Crazier ad and what linguistic features and devices have been used to depict an idea. Furthermore, the present study focuses on the context of production and reception of the text and the analysis of context which assesses the relationship between the ad and broader social processes and ideologies based on Faircloughs framework. The advertisement analysed in the present study directly draws attention to gender discrimination and gender bias toward women athletes and indirectly it is conceptualizing gender with sport. Although the target message in this ad is concentrated on equality, in fact, gender discrimination is made. In other words, the ad makes gender discrimination by embracing the sports that are preferred by male athletes, and by directing women to act as male athletes.

 Advertisements are a part of our daily lives, and they convey certain messages. In this way, they deal with values, attitudes, and shared knowledge that compromise a culture. In this regard, the current study focuses on critical discourse analysis of an advertisement which is titled as Nikes Dream Crazier. The present study aims to look at what is actually being said in Nikes Dream Crazier ad and what linguistic features and devices have been used to depict an idea. Furthermore, the present study focuses on the context of production and reception of the text and the analysis of context which assesses the relationship between the ad and broader social processes and ideologies based on Faircloughs framework. The advertisement analysed in the present study directly draws attention to gender discrimination and gender bias toward women athletes and indirectly it is conceptualizing gender with sport. Although the target message in this ad is concentrated on equality, in fact, gender discrimination is made. In other words, the ad makes gender discrimination by embracing the sports that are preferred by male athletes, and by directing women to act as male athletes.

 Advertisements are a part of our daily lives, and they convey certain messages. In this way, they deal with values, attitudes, and shared knowledge that compromise a culture. In this regard, the current study focuses on critical discourse analysis of an advertisement which is titled as Nikes Dream Crazier. The present study aims to look at what is actually being said in Nikes Dream Crazier ad and what linguistic features and devices have been used to depict an idea. Furthermore, the present study focuses on the context of production and reception of the text and the analysis of context which assesses the relationship between the ad and broader social processes and ideologies based on Faircloughs framework. The advertisement analysed in the present study directly draws attention to gender discrimination and gender bias toward women athletes and indirectly it is conceptualizing gender with sport. Although the target message in this ad is concentrated on equality, in fact, gender discrimination is made. In other words, the ad makes gender discrimination by embracing the sports that are preferred by male athletes, and by directing women to act as male athletes.

 Reklamlar günlük hayatımızın bir parçasıdır ve belirli mesajlar iletirler. Bu şekilde, bir kültürün içinde barınan değerler, tutumlar ve paylaşılan bilgiyle ilgilenirler. Bu bağlamda, mevcut çalışma Nikeın Dream Crazier adlı reklamının eleştirel söylem analizine odaklanmaktadır. Mevcut çalışma, Nikeın Dream Crazier reklamında gerçekte ne söylendiğini ve bir fikri tasvir etmek için hangi dilsel özelliklerin ve araçların kullanıldığını incelemeyi amaçlamaktadır. Dahası, mevcut çalışma metnin üretim ve alımlama bağlamına ve reklam ile daha geniş toplumsal süreçler ve ideolojiler arasındaki ilişkiyi Faircloughun çerçevesine dayanarak değerlendiren bağlam analizine odaklanmaktadır. Mevcut çalışmada analiz edilen reklam, doğrudan kadın sporculara yönelik cinsiyet ayrımcılığına ve cinsiyet yanlılığına dikkat çekmekte ve dolaylı olarak cinsiyeti sporla kavramsallaştırmaktadır. Bu reklamdaki hedef mesaj eşitliğe odaklanmış olsa da aslında cinsiyet ayrımcılığı yapılmaktadır. Başka bir deyişle, reklam erkek sporcuların tercih ettiği sporları benimseyerek ve kadınları erkek sporcu gibi davranmaya yönlendirerek cinsiyet ayrımcılığı yapmaktadır.

Makale detayları

CRITICAL DISCOURSE ANALYSIS OF NIKE’S ‘‘DREAM CRAZIER’’ ADVERTISEMENT

Yazarlar:

Nazlı Aykut

Yayıncı:

Hatay Mustafa Kemal University

Ana Başlıklar:

Bilgi Etkileşimi

Dergi:

Mustafa Kemal Üniversitesi Eğitim Fakültesi Dergisi Vol.9 Issue 15, pp.101-108

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001349200

pISSN:

2667-8470

Discourse

media discourse

critical discourse analysis

asvertisingSöylem

medya söylemi

eleştirel söylem analizi

reklamcılık

Sayı

Makale detayları

Yazarlar: Nazlı Aykut

Yayıncı: Hatay Mustafa Kemal University

Ana Başlıklar: Bilgi Etkileşimi

Dergi: Mustafa Kemal Üniversitesi Eğitim Fakültesi Dergisi Vol.9 Issue 15, pp.101-108

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001349200

pISSN: 2667-8470

Sayı

Yazarlar:

Nazlı Aykut

Yayıncı:

Hatay Mustafa Kemal University

Ana Başlıklar:

Bilgi Etkileşimi

Dergi:

Mustafa Kemal Üniversitesi Eğitim Fakültesi Dergisi Vol.9 Issue 15, pp.101-108

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001349200

pISSN:

2667-8470