Critical Discourse Analysis: Iranian Banks Advertisements

The present study tried to analyze an array of banks advertisements in an Iranian socio-cultural context. The selected commercials are analyzed critically from a top-down as well as a bottom-up point of view. The framework is that of the Fairclough's (1992) which embraces three aspects of discourse presenting some closely-related layers called 1) description of textual analysis 2) interpretation of production and reception and 3) explanation of social conditions which affect production and reception. The findings of the study revealed CDA can be an appropriate method to detect the manipulative language of advertised texts which invested on cultural, social and ideological values to in turn acknowledge some services and convince people to trust them.