A Critical Discourse Analysis Of The Manipulated And Persuasive Language Used In Kid’s Advertisements And Its Impact On Them In Youtube Advertising Contexts

Abstract

Advertising is a practice that aims to influence viewers, readers, audiences or a specific audience to buy a product or service. It intends to make an interest in the product or service, build brand loyalty among the consumers, and induce them to take action. Kids represent a lucrative target market for companies because of their purchasing power and their ability to influence their parents' buying decisions. However, prior studies on advertising have addressed adults rather than kids. The current study uses critical discourse analysis (CDA) (Fairclough's three-dimensional model, 1989–1995) to examine the linguistic characteristics, persuasive methods, and lexical choices employed in kids' commercials to discover its impact on children. CDA examines the relationship between language, domination, and power and how language is used to influence, stimulate and attract children in advertising contexts as a controlling force over them.  The study concluded that commercials use product placement in motion pictures and television shows, celebrity endorsements, and promotional strategies to urge kids to buy products. These tactics have the potential to raise brand awareness, stimulate demand for the product, and persuade kids to buy. Fast food establishments, toys, films, and TV shows all have connections that work well as persuasive strategies.