THE POWER BEHIND ADVERTISEMENT (THE SECRET MESSAGE OF CIGARETTE ADVERTISEMENT PRODUCTS)

Critical Discourse Analysis (CDA) aims at examining the dominant culture in a society to discover the mechanisms that have made that culture dominant, and to criticize of those mechanisms. This paper aimed at analyzing five different cigarette advertisements to analyze the secret message of cigarettes advertisement products. Methods of Critical Discourse Analysis (CDA) appear as a useful approach for they offer excellent methods, not only for analyzing texts and images adequately, but also video for putting them in analyzable relations to socio-cultural processes and changes. Norman Fairclough’s 3-D model was used to analyze the data. Thus, the results of the present study showed that so many the secret message of cigarettes advertisement products and all of those purposed fact asking and inciting them smoker in order want to buy and share cigarettes for their friends. However, it could be understood from the results that the producers, generally tend to try to use their power and ideology to change people’s behavior and thought.