The Discourse of 19th Century American Advertising Posters: A Critical Examination

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Published: Jan 1, 2009

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Krisda Chaemsaithong

Abstract

Using Critical Discourse Analysis as the analytical framework, this paper takes a critical look at advertising posters in 19th century America in order to investigate the techniques and intentions of consumer product companies in an earlier period.  The findings reveal that this period saw the advertisers’ attempts to differentiate their products through linguistic tools such as unconnected noun phrases, adjectival modifiers, and imperatives, amongst others.  However, at the same time as these posters tried to reach more customers so as to sell more products and services, they naturalized, reproduced, and perpetuated the subordinate roles of the “Others,” including women and minorities, who were discriminated against in the discourse of advertising posters, through marginalization, limited and partial representation and even exclusion.

Article Details

Issue
No. 1 (2009): Thoughts 2009
Section
Articles

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Author Biography

Krisda Chaemsaithong

Krisda Chaemsaithong holds a Ph.D. in English Language and Linguistics from the University of Washington, Seattle.  He is currently an assistant professor of English at the University of Houston, where he teaches courses in English Syntax, History of the English Language, and Discourse Analysis. His research interests lie in Historical Pragmatics, English Syntax and Discourse Analysis.

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