Hypotheisis and Example Analysis

From Norman Fairclough’s informalisation theory, I hypothesise that advertisements within a fashion magazine from 2013 will use more implicatures than  advertisements within a fashion magazine from 1959.

For my investigation, I will be exploring the use of implicatures within advertisements from 2013 in comparison with similar advertisements in 1959. I expect to find that advertisements from 1959 will be more explicit with persuasive techniques and sexism. This is based around Norman Fairclough’s theory about the informalisation of language, in which he looks at how we, as a society, have moved away from formal language use. I have interpreted this theory to mean that over the 54 years my investigation ranges between, language will be used to imply in 2013, rather than to make formal, explicit statements, which I expect to find in advertisements from 1959.

Example Advertisement:

Are you in the picture?

You know that to ask your husband (or your father) to leave The Daily Telegraph for you would ruin his day almost beyond compare.

‘But The Daily Telegraph is a man’s paper,’ he would cry in agony of distress.

‘The man’s newspaper that women read,’ you might answer, quoting the advertisements, adding with a smile, ‘when they get the chance.’

The Daily Telegraph has, of course, the most stimulating and topical woman’s page, a daily page full of variety and interest for the intelligent woman.  Sometimes gay, sometimes serious, the woman’s page provides a happy release, whatever the rest of the news may be.

It is a wise woman indeed, a woman with spirit, who quietly arranges to keep The Daily Telegraph in the house, even if it means ordering an extra copy.

The Daily Telegraph

THE MAN’S PAPER THAT WOMEN READ

First Section of my Analysis for this Advertisement:

Most noticeably, this advertisement is extremely explicit about the issue of sexism regarding The Daily Telegraph; however it uses implicatures to persuade the female audience to read paper.  This advertisement initially engages the audience with a rhetoric interrogative, directly addressing the reader with the use of the second person pronoun ‘you,’ with ‘are you in the picture?’ This interrogatory tone causes the reader to question their status within their household, and subtly challenges the female reader to ensure that they are in fact ‘in the picture.' The text continues this persuasive challenge of socially accepted stereotype, with a playful, humorous dialogue. The male’s reaction is described to be a ‘cry’ of ‘agony’ and ‘distress,’ further demonstrating the sexist opinion that this advertisement attacks. The use of humour is clearly apparent with the utterance ‘“when they get the chance”’ as it shows that the female’s attempts to source The Daily Telegraph are portrayed to be a struggle. Although this advertisement seems relatively simple upon first appearance, the complexities of the implied meanings behind this playful tone are extensive. The use of dialogue with the advertisement is not only used to be engaging, but it also gives the audience a guideline as to how she can acquire The Daily Telegraph to read for herself.