A Study On The Nutritional Foods English Advertising From The Persepective Of CDA

Taking a multivitamin doesn’t mean there’s something wrong with you. In fact, manypeople use them for promoting overall health. Nearly50%of American adults take a dailymultivitamin supplement regularly to help prevent nutritional deficiencies. Whether it’ssupporting a healthy heart, supporting the immune system or promoting eye health, thereasons to take a multivitamin or mineral supplement are almost as diverse as the formulasavailable. This paragraph is taken from a famous nutritional foods brand to promote theirproducts. As the process of society and the development of economy, people’s livingstandards are greatly impoved and they need higher living standards except the basic livingneeds, so they pay more and more attention to their own health. People begin to study how toeat more healthy. Hence, nutritional foods industry arises and this brings about popularity ofnutritional foods consumtion. Since1990s, the expense that people around the world spent onthe health care moves in uptrend year by year. And the need for nutritional food are more andmore urgent. Nutritional foods regulate the function of humans’ body and apply to specificcrowd, which is one of food types and has the same character of food. So the business triesevery means to promote their products, and the advertisement is a so popular way to promotethe product that business will not give up this way to promote their products. Nutritionalfoods are increasingly popular in recent years and stepping into ordinary people’s life, andhave occupied some proportion of the marketing. So it is necessary, realistic and worthwhileto examine the nutritional foods advertisements. There are many researches on advertisementsfrom different perspectives and there are some researches on advertisements from CDA, butthere are few studies on nutritional foods advertising English from CDA. This thesis analyzesthe nutritional foods advertisements from the perspective of CDA. We collected sixtynutritional foods advertisements as research data. We mainly use Fairclough’sthree-demensional concept as the general analytic guideline, that is description, interpretation and explanation. In the stage of description, that is first stage, we will adopt Halliday’sSystemic Functional Linguistics as the tool to describe linguistic features of the nutritionalfoods advertising English from the aspect of ideational function, interpersonal function andtextual function of three metafunctions. In the second stage, that is interpretation, we explainsthe way of these linguistic features are produced and presented which mainly involeves theinvestigation of these questions, that is: What is going on? Who is involved and in whatrelations? What is the role of language in what is going on? In the final stage, that isexplanation, we will try to find the relations between social power and the discourse, and thesocial-cultural context, which aims to explain why nutritional foods advertisements werepresented in this way. This analysis aims to improve the customers’ consciousness andsensitivity of nutritional foods advertising English and then help the customers read theadvertisements critically in order to avoid misleading and strengthen their awareness ofresisting the control of the public discourse. It also attempts to draw customers’ attention tothe relationships between the language and reality, the connection between language use andunfair social power relations.