Literariness and Ideology in Malaysian Newspaper Advertisements in English: Some Case Studies

Authors

  • Devan Vengadasalam Rajaram Universiti Malaya

Abstract

This study identifies elements of literariness, and ideology that are used in advertisements found in two Malaysian newspapers. The New Straits Times and The Star. It examines how ideologies are transmitted in the messages of the advertisers. To achieve this purpose, this study focuses on how elements of literariness are used as the medium of transfer of ideology in the process of transmitting the advertiser's message. Criteria that are analysed include an interaction of different levels leading to semantic density, polysemy, re-registration, discourse patterning, dispaced interaction and medium dependence. The framework used in this study is Roland Carter's criteria of literariness (1977).

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Published

12-05-2017

How to Cite

Rajaram, D. V. (2017). Literariness and Ideology in Malaysian Newspaper Advertisements in English: Some Case Studies. SARE: Southeast Asian Review of English, 47(1), 60–84. Retrieved from https://sare.um.edu.my/index.php/SARE/article/view/3512

Issue

Vol. 47 No. 1: SOUTHEAST ASIAN REVIEW OF ENGLISH (2006/2007)

Section

Articles

License

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