Universitatea „Babeș-Bolyai” din Cluj-Napoca / Babeș-Bolyai University of Cluj-Napoca
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The Transfer Of Power In Japanese Advertising Discourse
Having as a staring point the idea of power exercited through symbols and taking into account sociocultural factors in the Era of Globalization, this paper will try to answer to an important question regarding advertising discourse construction and power relations: How does the transfer of power occur in this particular type of discourse? We are interested mainly in offering insights on how Japanese advertising discourse is constructed and which are the factors that contribute to the creation of global meaning and to observe how specific signs create cultural symbols, according to various aspects such as context, timeframe and culture. Also, considering the multitude of discourse types which have the capacity to exert power through language as a tool, we argue that the advertising discourse that we encounter on a daily basis has the most significant impact on all masses. Through the creation of advertising discourse one manages to attain a position of power over the society it belongs to and furthermore, at macro level it enhances the idea of supremacy of one society over another. The results indicate that advertising discourse can be perceived at a certain level as a fine line between the dominant and the submissive entity thus, discourse power manifests through manipulation or seduction, but we should perceive power as intensity, not as force.
Keywords: advertising discourse, power discourse, Japanese, semiotics, culture model.
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