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A Linguistic Exploration of Indigenous Languages Adverts: A Critical Discourse Approach

A Linguistic Exploration of Indigenous Languages Adverts: A Critical Discourse Approach

Magret Jongore, Pinkie Phaahla, Rose Masubelele
Copyright: © 2019 |Volume: 1 |Issue: 2 |Pages: 11
ISSN: 2575-6974|EISSN: 2575-6982|EISBN13: 9781522568933|DOI: 10.4018/IJTIAL.2019070104
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MLA

Jongore, Magret, et al. "A Linguistic Exploration of Indigenous Languages Adverts: A Critical Discourse Approach." IJTIAL vol.1, no.2 2019: pp.1-11. http://doi.org/10.4018/IJTIAL.2019070104

APA

Jongore, M., Phaahla, P., & Masubelele, R. (2019). A Linguistic Exploration of Indigenous Languages Adverts: A Critical Discourse Approach. International Journal of Translation, Interpretation, and Applied Linguistics (IJTIAL), 1(2), 1-11. http://doi.org/10.4018/IJTIAL.2019070104

Chicago

Jongore, Magret, Pinkie Phaahla, and Rose Masubelele. "A Linguistic Exploration of Indigenous Languages Adverts: A Critical Discourse Approach," International Journal of Translation, Interpretation, and Applied Linguistics (IJTIAL) 1, no.2: 1-11. http://doi.org/10.4018/IJTIAL.2019070104

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Abstract

This article analyses the language of two SABC 1 isiNdebele TV Adverts with English translations. The indigenous languages adverts are analysed using a critical discourse approach (hereafter CDA). Adverts the world over, it has been observed, are best understood in the major languages of commerce, usually English. This article proffers an analysis of the advert as any text that has permeated unequal power relations, ideological inclinations and manipulative aspects. Thus, the analysis of the target adverts looks at how the structure and substance of adverts have been translated and transmuted to be understood in the language of the advert but achieving the major drive of adverts in general. This article argues that text can be realised linguistically as well as visually and analysis is instituted to bring to the fore the form, structure, and effect of the text.