publication . Bachelor thesis . 2017

'Setting the joy free' with Cadbury UK : A CDA analysis of how persuasion is communicated within Cadbury UK's social media discourse, according to Aristotle's 'persuasive proofs'

Bell, Jordan;
Open Access English
  • Published: 01 Jan 2017
  • Publisher: Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap
  • Country: Sweden
This study uses a CDA analysis in order to take a critical look at how linguistic and visual techniques are used to create positive messages about a ‘modern’ brand, British confectionary company, Cadbury UK, in their social media discourse on Facebook, Instagram and Twitter. The study goes further in exploring how these messages are constructed in a way which according to Aristotle, is ‘persuasive’, looking at how they appealed to emotion (pathos), the character or trustworthiness of the brand (ethos) and how the message created or appealed to logic (logos). The study focuses on critical theoretical perspectives regarding the promotion of consumerism in such mar...
free text keywords: Persuasion, social media, brands., Communication Studies, Kommunikationsvetenskap
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