Billboard Advertisements: A Critical Discourse Analysis on Corporate Social Responsibilities

Nujhat Nuari Islam

Abstract


Billboard Advertisements are one of the easiest ways for the MNCs (Multinational Companies), local companies, and telecommunication offices to reach the common people. In Bangladesh, billboard is something we see every day while doing our daily works. These billboard advertisements can be considered as corporate social responsibility (CSR). CSR is not just to finance someone for branding purpose; it reflects the culture as well. Many national and MNCs are committed to the environment, and some other activities are there as CSR. Among them, uses of language must be considered. Bengali and English both of the languages are used in the advertisements but the stories of the advertisements also matter. This research is a critical discourse analysis of billboard advertisements. This paper critically analyzes some of the billboard advertisements, and finds out the influence of these advertisements on common people, and hence, the advertisements fulfill the CSR. In terms of using the languages, it is found that Bengali and English are being used arbitrarily in the advertisements which are harmful for the dignity of Bengali language. There are also some scenarios found in the background stories of these advertisements. There are few research articles on billboard advertisements based on the billboard background in Bangladesh. The researcher is needed to depend on the theories of Norman Fairclough, Michel Foucault, and Ferdinand De Saussure.

Aus. J. Law, Ethics & Gov. Vol 2(2), October 2016, P 154-164


Keywords


Advertisements; Corporate Social Responsibility; Language; Power

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