A CRITICAL DISCOURSE ANALYSIS OF SELECTED FRENCH FAST FOOD ADVERTISEMENTS

Abstract

Advertising is a powerful tool used by businesses to influence consumer behaviour, often through carefully crafted linguistic and visual strategies. This study applies Critical Discourse Analysis (CDA) to examine selected French-language advertisements for fast food, focusing on how language, imagery, and persuasive strategies influence consumer perception. Using Fairclough’s three-dimensional framework, five online advertisements were purposively selected and analyzed to uncover dominant themes and ideologies. Findings reveal that French fast food advertisements employ hedonistic appeals, cultural references, and branding strategies to build emotional connections. The discourse normalizes indulgence while downplaying health concerns. This study contributes to advertising discourse by providing insight into the persuasive power of language in shaping food consumption choices. It also contributes to the field of research in the language used in advertising fast food.