Discourse of copywriting on Malaysian celebrity television advertisement

Copywriting is the text created by copywriters to promote products. However, lack of creativity and awareness from the copywriters created a negative acceptance from viewers and listeners. Therefore, this study is to identify the elements of critical discourse according to Fairclough (1995) in copyw...

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Main Author:	Roslan, Nur Widad
Format:	Thesis
Language:	English
Published:	2018
Subjects:	Advertising copy - Malaysia - Research Television advertising
Online Access:	http://psasir.upm.edu.my/id/eprint/83391/1/FBMK%202018%2082%20-%20IR.pdf
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id	my-upm-ir.83391
record_format	uketd_dc
spelling	my-upm-ir.833912020-09-17T06:42:01Z Discourse of copywriting on Malaysian celebrity television advertisement 2018-09 Roslan, Nur Widad Copywriting is the text created by copywriters to promote products. However, lack of creativity and awareness from the copywriters created a negative acceptance from viewers and listeners. Therefore, this study is to identify the elements of critical discourse according to Fairclough (1995) in copywriting on Malaysian celebrity television advertisement and to analyse the impact of the element of critical discourse in copywriting on Malaysian celebrity television advertisement towards consumers. The samples of this study were 60 Malaysian celebrity television advertisements and 35 male and female students from University Putra Malaysia. The instruments of this study involve video observation and an interview. Malaysian television advertisements using Malaysian celebrity endorser are observed while the subjects are interviewed with a set of questions pertaining to their perception towards elements of critical discourse in Malaysian celebrity television advertisement. The video observation data is analysed through the first dimensions of critical discourse which is the textual analysis, while the answer from the interview are analysed on the second dimension which is discourse practice analysis. The results of the study revealed that the copies in advertisement have most of the elements from Fairclough (1995) theory. The results also revealed the subjects’ perceptions towards critical discourse in Malaysian celebrity television advertisement are important and are needed in television advertisement in order to have full understanding of the message. The overall results of this study show support towards Fairclough (1995) critical discourse analysis and his two out of three dimensions of discourse that was present for both the objectives in the study. It is hoped that this study helps copywriters in Malaysia with quality wiring in their copies, increase product owner’s knowledge on a quality copy for television advertisement. Advertising copy - Malaysia - Research Television advertising 2018-09 Thesis http://psasir.upm.edu.my/id/eprint/83391/ http://psasir.upm.edu.my/id/eprint/83391/1/FBMK%202018%2082%20-%20IR.pdf text en public masters Universiti Putra Malaysia Advertising copy - Malaysia - Research Television advertising Abdul Halim, Hazlina
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
advisor	Abdul Halim, Hazlina
topic	Advertising copy - Malaysia - Research Television advertising
spellingShingle	Advertising copy - Malaysia - Research Television advertising Roslan, Nur Widad Discourse of copywriting on Malaysian celebrity television advertisement
description	Copywriting is the text created by copywriters to promote products. However, lack of creativity and awareness from the copywriters created a negative acceptance from viewers and listeners. Therefore, this study is to identify the elements of critical discourse according to Fairclough (1995) in copywriting on Malaysian celebrity television advertisement and to analyse the impact of the element of critical discourse in copywriting on Malaysian celebrity television advertisement towards consumers. The samples of this study were 60 Malaysian celebrity television advertisements and 35 male and female students from University Putra Malaysia. The instruments of this study involve video observation and an interview. Malaysian television advertisements using Malaysian celebrity endorser are observed while the subjects are interviewed with a set of questions pertaining to their perception towards elements of critical discourse in Malaysian celebrity television advertisement. The video observation data is analysed through the first dimensions of critical discourse which is the textual analysis, while the answer from the interview are analysed on the second dimension which is discourse practice analysis. The results of the study revealed that the copies in advertisement have most of the elements from Fairclough (1995) theory. The results also revealed the subjects’ perceptions towards critical discourse in Malaysian celebrity television advertisement are important and are needed in television advertisement in order to have full understanding of the message. The overall results of this study show support towards Fairclough (1995) critical discourse analysis and his two out of three dimensions of discourse that was present for both the objectives in the study. It is hoped that this study helps copywriters in Malaysia with quality wiring in their copies, increase product owner’s knowledge on a quality copy for television advertisement.
format	Thesis
qualification_level	Master's degree
author	Roslan, Nur Widad
author_facet	Roslan, Nur Widad
author_sort	Roslan, Nur Widad
title	Discourse of copywriting on Malaysian celebrity television advertisement
title_short	Discourse of copywriting on Malaysian celebrity television advertisement
title_full	Discourse of copywriting on Malaysian celebrity television advertisement
title_fullStr	Discourse of copywriting on Malaysian celebrity television advertisement
title_full_unstemmed	Discourse of copywriting on Malaysian celebrity television advertisement
title_sort	discourse of copywriting on malaysian celebrity television advertisement
granting_institution	Universiti Putra Malaysia
publishDate	2018
url	http://psasir.upm.edu.my/id/eprint/83391/1/FBMK%202018%2082%20-%20IR.pdf
_version_	1747813390153154560

Discourse of copywriting on Malaysian celebrity television advertisement

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