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A critical discourse analysis of medicine products advertisements in New Zealand = Phân tích diễn ngôn phê phán các quảng cáo dược phẩm ở New ZealandA critical discourse analysis of medicine products advertisements in New Zealand = Phân tích diễn ngôn phê phán các quảng cáo dược phẩm ở New Zealand
VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES o0o HOÀNG THỊ MẬN A CRITICAL DISCOURSE ANALYSIS OF MEDICINE PRODUCTS ADVERTISEMENTS IN NEW ZEALAND ̉ ́ ́ ́ PHÂN TÍCH DIỄN NGÔN PHÊ PHAN CAC QUANG CAO ̉ ̉ DƯỢC PHÂM Ơ NEW ZEALAND M.A MINOR PROGRAMME THESIS Field: English Linguistics Code: 60.220.201 HANOI – 2014 VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES o0o HOÀNG THỊ MẬN A CRITICAL DISCOURSE ANALYSIS OF MEDICINE PRODUCTS ADVERTISEMENTS IN NEW ZEALAND ̉ ́ ́ ́ PHÂN TÍCH DIỄN NGÔN PHÊ PHAN CAC QUANG CAO ̉ ̉ DƯỢC PHÂM Ơ NEW ZEALAND M.A MINOR PROGRAMME THESIS Field: English Linguistics Code: 60.220.201 Supervisor: Nguyễn Thi Thu Ha, PhD ̣ ̀ HANOI – 2014 DECLARATION I hereby declare that this Master‘s thesis entitled ―A CRITICAL DISCOURSE ANALYSIS OF MEDICINE PRODUCTS ADVERTISEMENTS IN NEW ZEALAND” is my own work This study project report is conducted in partial fulfillment of the requirements for the degree of Master of Arts Hanoi, 2014 Hoàng Thị Mận i ACKNOWLEDGEMENT I would have never been able to finish my thesis without the guidance of my supervisor, help from friends and support from my family Foremost, I would like to express my deeply sincere gratitude to my supervisor Dr Nguyen Thi Thu Ha for the continuous support of my thesis, for her enthusiasm, invaluably constructive criticism and friendly advice during the project work Her hearty and aspiring guidance helped me in all the time of my work I could not have imagined having a better supervisor and mentor for my M.A thesis My thanks are also due to lecturers of the Faculty of Post-Graduate Studies for their knowledge and encouragement from that I have learned during years of the course My sincere thanks also go to my relative, who is living in New Zealand, Tran Thi Huyen for helping me collect the sample data I especially thank all of my friends and my parents for all their love, support and encouragement which help me to finish one of important project works in my life ii ABSTRACT This study investigated medicine products advertisements in New Zealand under the perspective of Critical Discourse Analysis A qualitative research was conducted on total 50 advertisements chosen from most popular websites for online medicine advertising in New Zealand The ideologies hidden behind linguistic features and strategies employed by medicine advertisers are the main focus The analysis is based on a combination framework of Fairclough and Systematic Function Grammar of Halliday It demonstrates how ideologies of a ―positive medicine product‖ are produced and reproduced in medicine products advertisements The findings indicated that advertisers used various strategies to influence and manipulate their customer‘s perception and behavior Thus, language in medicine advertising discourse is a means for people in power (advertisers) to control and exercise power over others iii LIST OF FIGURES AND TABLES Figure 1: Three dimensional framework of Fairclough, 2001 Figure 2: Aristotle‘s strategies of persuasion Table 1: Summary of Finding of the first step Table 2: Summary of Process, mood used Table 3: Discursive strategies used in medicine advertisements iv TABLE OF CONTENTS DECLARATION…………………………………………………………………….i ACKNOWLEDGEMENS ii ABSTRACT iii FIGURES AND TABLES iv TABLE OF CONTENTS vi PART A: INTRODUCTION 1 Rationale Research question……………………………………………………………… Scope of the study Significance of the study Design of the study PART B: DEVELOPMENT CHAPTER 1: LITERATURE REVIEW 1.1 An overview of CDA 1.1.1 Summary of CDA development 1.1.2 CDA: Theory or method 1.2 Advertising discourse 1.2.1 Overview of advertising discourse 1.2.2 Approach to adverting discourse CHAPTER 2: METHODOLOGY AND PROCEDURES 12 2.1 Data 12 2.1.1 Data source 12 2.1.2 Data selection and sampling 12 2.2 Analytical frameworks 13 2.2.1 Faiclough‘s frameworks 14 2.2.2 Halliday‘s systematic functional grammar 17 2.3 Method of analysis 19 CHAPTER 3: DATA ANALYSIS AND DISCUSSION: 20 v 3.1 Summary of the findings of the first step 20 3.2 The main findings 21 3.2.1 Textual analysis 21 3.2.1.1 Analysis in terms of word choices 21 3.2.1.2 Analysis in terms of grammar features 25 3.2.2 Discourse practice analysis 30 3.2.3 Social practice analysis 38 PART C: CONCLUSION: 40 Main findings 40 Limitations and suggestions for future studies 41 REFERENCES 44 APPENDICES I APPENDIX 1: 50 brand-name medicine advertisements products in New Zealand I APPENDIX 2: Extraction of Medicine Acts 1984: Advertisement for Medicine IV vi PART A: INTRODUCTION Rationale Since its appearance in humankind history, language has played a part as one of essentially important means of communication Therefore, in accordance with the changes in human society, the function of language has been increasingly varied in numbers It no longer confines in terms of describing, explaining or exchanging information but means to represent ideologies, to practice power and to influence others ―Language connects with the society through ideologies and through being both a site of and a stake in, struggles for power‖ (Fairclough, 2001) The relationship between language, ideologies and power, hence has instilled interest in linguistics Power is presented through ideologies in language or language is employed with strategies to enact power This figures out a very close relationship between them as ―exercise of power is increasingly achieved through ideology, particularly through the workings of language‖ (Fairclough, 2001) Concerning this issue, a wide range of studies were conducted in a field of applied linguistics: Critical Discourse Analysis (CDA) CDA is referred to as ―an interdisciplinary approach to the study of discourse that views language as a form of social practice and focuses on the ways social and political domination are reproduced in text and talk‖ (Fairclough, 1995) Among types of discourse, advertising discourse, in its nature could be regarded as one of the very interesting forms of language since ―advertising is the most influential institution of socialization in modern society‖ (Jhally, 1995) Although describing advertising as discourse is ―both more complex and more difficult than any of these approaches.‖ ( El-daly, 2011), advertising discourse still offers a very promising area for study due to vigorous and diversified language used It involves the nature of social practices and the properties of language Moreover in this channel of discourse, seemingly a huge number of receivers are aimed to influence as advertisers often use visual and linguistic features to persuade their audience Thus, advertising language servers as a tool to influence people Also this scenario ―has brought into perspective on how people who are in control of advertisement manage to exercise their power‖ (Kuar Kuldip, 2013) Linguists and researchers in fact have conducted a noticeable number of studies related to advertising discourse However, studies on advertising discourse from perspective of CDA, to some extent seem to be minor in number Following this trend of research, the researcher conducts a study which focuses on advertising discourse or in a more detail it is a critical discourse analysis of medicine products advertisements in one of the English-speaking countries The aim is to examine the way language used in medicine products advertisements as a means to present some ideologies, practice power in order to influence customers Also, there is another concern, among various types of advertisements; I merely take notice of medicine products advertisements In many countries all over the world, advertisement for medicine products is under extremely strict and limited control According to WHO, New Zealand is one of the English-speaking countries that allows a direct-to-customer advertising for medicine products However, all forms of medicine advertisements are limited in a strictly legitimate requirement which means advertising information will be displayed according to a prevailed frame For this special situation, it is worth investigating how language is used in the medicine advertisements as a mean to influence people, to enact power and to present ideologies under those limitations of censorship Research question To be specific, the thesis aims to seek the answers to the following questions: What ideologies are represented through linguistic features used in medicine products advertisements? What discursive strategies were employed by medicine advertisers to manipulate and influence their customers? Scope of the study In this thesis, I aim to focus only on the verbal advertising – the written texts growing anxiety, it is a way of exercising power The advertisers influence their customers by connoting power over those inadequacies that their products can overcome those problems Attacking on customer‘s fear is one of best way of influencing customers Putting customers in the popular concern as Rosul (2011) pinpoints: ―our society has become more and more complex and for this reason, advertising agencies have become more creative to ‗cut through the cluster‘ to gain awareness‖ In addition, one of the significant strategies in advertising is appealing the patriotism among the customers This not only a good brand tactic but also a suggestion that the customers should join the crowd buy showing their support for their country: ―made in New Zealand‖ or ―100% New Zealand‖ However, as Solomon (2013) claims: ―it does not seem to matter how brand actually patriotic, what seems to matter is how well these brands market to people for whom patriotism and pride in their country is an important value‖ The purpose of the advertisers is based on the ideology that their products ―represent their customers' view in that using patriotism in their brand lets customers know that a business cares about where they work and who they business with‖.(Solomon, 2013) In verbal communication, language in advertising is used carefully since the advert should not impose itself on the potential customer they are likely to react negatively to its message The medicine advertisers seem to be well aware of this In that they know how to induce customer by catchy language in indicating the positive quality of the products and how to minimize the side effects as employing ‗vessel words‘ without making any guarantees: “Research suggests normal healthy sperm production and viability may also be supported by the herbs in this formula.”(AD50) The employment of vessel word is a strategy to protect the advertisement benefit and their safety It shapes a safe boundary without making any guarantee for their claims Appealing to customer with a positive impression is also in accordance to making customer feel reliable to what have been claimed As many other types of 36 advertising, medicine advertisements are also used the Logos and Pathos strategies which help to reinforce the belief on the credibility of the products and the decision of buying product is reasonable By giving scientific evidence, facts or statistics especially statistics from experts or reliable sources, the standard of medicine products is strongly enhanced Customers will be easily appealed to products and completely persuaded when they read these claims:” This cream is widely popular among athletes and exercise enthusiasts and is growing in popularity as a treatment for everyday aches and pains.” (AD49); “Streptococcus salivarius K12 is the result of many years of scientific research, observation and testing by an internationally recognized research team” (AD19) Facts and statistics from experts seem to be the most persuasive information in every advertisement In medicine advertising, this plays more important role As investigated, it can be seen that almost every advertisement employed this The statistics are normally combined with extreme words such as “many”, “every”, “worldwide”, “international”, “ studies”,” research”, “recognized”, “recommended” and emotive word, for example: “ effective”, popular”, “superior’….make the product appear in a perfect and desirable image The advertisers hence are able to manipulate people‘s desires and therefore urge them to behavior: to buy the product The purpose of influencing customer‘s behavior could be easily achieved by using these strategies In short, through the strategies used, the medicine advertisers articulated their power by exercise their control and manipulate their customer‘s perception and behavior The customers are persuaded through the image of effective, superior and desirable product which is boasted through catchy and positive language They are made to believe in artificial or unreal quality of product and are persuaded that the products are credible and reasonable Their perception is manipulated through the positive presentation of product‘s quality and negation of inadequacies By this way, the advertisers exercise their power over customers and manipulate their behavior in that customers should believe and buy the product 3.2.3 Social practice analysis: 37 Advertising discourse is a social practice, hence it is affected by the social currents According to Fairclough (1995) language use is ―always simultaneously constitutive of social identities, social relations and systems of knowledge and beliefs‖ This level of analysis is concerned with social practice and intertextuality in which the advertisements occur and interchange Firstly, it should consider ―standard‖ of a positive medicine product from the view of health experts and customers To the health expert, a ―standard‖ of a positive medicine product should be suitable effect and security It must be a right treatment for the health problems In another words, it must conclude all standard ingredients which are scientifically proven On the view of customer, a ―standard‖ positive medicine product is interpreted quite variously There should be an effective treatment that brings the quick relief for health problems The primary concern is the compatibility between the product and their health treatment Customers have tendency to look for a suitable and effective products for their health problems However, a standard medicine product should be safe and highly secure The ideologies of ―secure‖ and ―effective‖ were constructed in the way that they are natural origin, herbal origin and are scientific ingredients which have been clinically researched and recommended This standard is elaborated and emphasized by advertisers as they used language not only as an ―information sender‖ but also as a ―power to transform mundane objects into highly desirable products‖ (Cook, 2001) The product, as the advertisers persuade is not confined in the function of bringing the relief but more than that is inspiring their perception and urging action of purchasing Hence, with magic ingredients as they effectively cure the pain, kill the pain and give the feeling of relief, the purchase of product is a better choice since the products were all claimed directly or indirectly ―superior‖ and is ―more than a regular product‖ Illness, pain or other health problems are normally considered as annoyance and obstacle to effect people physically and mentally Hence buying products is not only bringing the relief for health but also is restoring, maintaining and reviving the 38 feeling of comfort and general healthiness The advertisers persuade customer by attacking their psycho and belief Having a good health and a quick recovery from pain are desire of many people Therefore through evidence of quality and scientific security the customers are being misled It is not a fusion that leads them to a wrong choice but to a choice in that they may choose more than a regular medicine but a comfort and other misleading quality as the advertisement is often ―good at persuading us to buy non-necessary thing or things we not want to buy‖ (Fill,2002) The customers in this case may buy the product due to the attractiveness; buy the fusion of feeling safety rather than the real productivity of the medicine product Also it could be said that the advertisers enact their power by strengthen their self-representation and lower the self-perception of the customer about the health problem They misled the customers by boasting and exaggerating of the quality and giving them a fusion of magic function that their products provide Intertextuality normally occurs when words in text borrowed from other discourse As mentioned above, the word used for these advertisements borrowed from other science discourse: biography, chemistry The use of this make a contribution for making an attraction to customer and creating a stronger security base for the customer believe that the products is up to date, highly technical and secure This also creates a formal style for the advertisements, a good way to delude the customers 39 PART C: CONCLUSION Main findings Based on the data analysis of medicine advertisements, it can be concluded that the medicine advertisers employed various linguistic devices to manipulate and influence their customer The uses of positive vocabulary unit: adjective, verbs, adverbs, direct addressee, number with highly connotative values and mainly grammatical features used such as: simple present tense, active voice, material and relational process, indicative mood and probability modality represent the hidden ideologies Through those formal features of the advertisement texts, the ideologies of a ―positive medicine products‖ are produced in the language employed by advertisers and reproduced in customer‘s mind as a perfect and reliable choice The products are defined ‗positive‖ in that they bring the effective relief for the pain, have the magic ingredients with a reliable and clinically proven standards In another words, they contain all desirable quality in term of ingredients, function and even price However, that delusion is created through artificial and catchy language to mislead customers, and therefore the customers are deluded and influenced The findings also indicate that medicine advertisers used various strategies to influence and manipulate the customers This proves that language is a powerful tool which can shape and influence people Through the Ethos, Pathos, Logos strategies and using of vessel words, the advertisers make the customers have stronger belief on the magic ingredients and the positive effects that the medicine products bring to them The quality of products is enhanced through the use of positive self-presentation, magic ingredients, emotive words, patriotism, evoking inadequacies and especially giving facts and reliable statistics from experts that all appeal to the customer‘s emotion, reason and belief in the credibility of the product and then to purchase the product The purchase is necessary as it is right for them and their health problems, however in some cases the customers are influenced unconsciously and consciously to buy a product they have never used before (Fill, 2002) Most of the advertisements are open with direct benefits to customer as 40 evident from the content analysis By persuading the customer through those strategies, the advertisers enact their powers, the power of control and manipulating, manipulating through persuading The customers hence are directly or indirectly induced and manipulated both in awareness and behavior Medicine products are normally defined as solution for health problems and for reviving, restoring healthiness People look for a positive medicine product because they concern for their health problems and concern for themselves Thus, buying a medicine product could be considered as buying a solution and buying a better way of life For this reason, it is necessary to get effective, reasonable and secure medicine products The ideologies may be defined variously; however most of customers appear to choose the positive medicine products This makes the medicine advertisers easily grasp their perception and have strategies to influence and manipulate the customers In short, advertising not only always holds more to be analyzed, leave more to be said but also has emerged as a form of discourse which has it owns ethnics, politics and view of the world The view of world portrayed in advertising discourse is also a part of social practices in that the advertisers and the customers communicate through language Language in advertising plays roles of conveying message, representing ideologies and exercising power It severs as a tool for advertisers to influence and manipulate their customers At nature, advertising is persuasion, medicine advertising discourse is not an exception Though under the strict censorship of Medicine act, this nature cannot be faded rather it is represented as a power of control in order to influence and manipulate people Limitation and suggestions for future research The thesis has been a piece of work completed with my efforts Yet, in conducting this research, it could not avoid from limitations during the whole process The first limitation is lack of prior research on the same type of discourse There are studies on advertising; however, the focus on advertising discourse from CDA perspective, to some extent, is still rare in number, it makes me have particular 41 difficulties in developing suitable framework for analyzing data in my thesis In addition, in some parts of the study, many theoretical assumption and some textual features are not fully discussed or explored There are indeed other linguistic aspects worth dealing with which appear to be productive for the investigation for example: Theme, Rheme structure, lexical cohesion, metaphor, sentence structures, repeated words, overlexicalization, etc Apart from that, as the data mainly taken from only one source – the internet, this makes the sample size of the study is relatively small Also in interpreting and analyzing the content of advertisements, sometimes the consumption is drawn out as general ideas rather than a detail discussion in all perspectives The potential of bias and exaggeration is also unavoidable in some cases since conducting a qualitative research is limited by the fact that it rarely can be independently verified In other words, I still have to take some content of advertisement at face values Hence, I myself feel that the depths and the extension of the study are far from perfect However, under the limited time and scope of a minor thesis, I must accept this as a deficiency Therefore, there are some suggestions could be drawn out for further studies on the same type of discourse: Future researchers can conduct on other media sources such as: Magazine, TV or leaflet for a bigger and more diversified sample size Future researchers can focus intensively on one brand of product , one manufacturer, one category of products such as eye, stomach, flu, etc or one object of customer (for example: medicine for men, women, children ) By categorizing in this way, it will be more feasible to gain a deeper insight and valid conclusion In addition, they can work more intensively on other linguistic features of advertisements (for example: theme, rheme structure, lexical cohesion, metaphor, sentence structures, repeated words, overlexicalization, etc.) Future researchers also could choose some big brands to make a comparison or to analyze in what ways the power of ‗monopoly‖ exercised through advertisements among competitive products 42 In conclusion, though there are some deficiencies in completing the study, it is conducted under the expectation of giving another support for CDA theory In advertising discourses in general and in medicine products advertisements in particular, CDA has been proved as a mean to explore the relationship of language, power and ideology Whether in what way, this relationship is presented, it is indeed worth investigating 43 REFERENCES: Cook, G (2001), Discourse of Advertising, New York, NY: Rout ledge Chouliaraki N & Fairclough, N (1999), Discourse in Late Modernity: Rethinking Critical Discourse Analysis, Edinburgh University Press, Edinburgh Delia, A (2000), The Language of Everyday Life London: Sage El-daly, H (2011), Towards an Understanding of the Discourse of Advertising: Review of Research with Special Reference to Egyptian Media, African Nebula, Issue 3.pp.25-47 Fairclough, N.L (1995), Critical Discourse Analysis: The critical study of language London: Longman Fairclough, N.L (1997), Critical Discourse Analysis: The Critical Study of Language London: Longman Fairclough, N.L (2001), Language and Power Harlow: Longman Fairclough, N.L (2001), Critical discourse analysis as a method in social research In R Wodak & M Mayer, Method of Critical Discourse Analysis London: Sage Fill, C (2002), Marketing Communications: contexts, strategies and applications Harlow: Financial Times Prentice Hall 10 Fowler, R et al (1979), Language and Control London: RKP 11 Halliday, M.A.K (1994), An Introduction to Functional Grammar London: Edward Arnold 12 Harms, J & Douglas, K (1991), ―Towards a critical Theory of Advertising,‖ Critical Perspectives in Social Theory, 11: 41-67 13 Janks, H (2005): ―Critical Discourse Analysis as a Research Tool.‖ Discourse: studies in the cultural politics of education 18(3): 329-341 14 Jager, S (2001), Kritische Diskursanelyse Eyne Einfuhrung In R Wodak & M 15 Mayer, Method of Critical Discourse Analysis London: Sage 16 Jhally, S (1995), Image-based culture Advertising and popular culture In G Dines, & J.M Humez (Eds), Gender; race and class in media A text-reader Thousand Oaks: Sage Publications 17 John, R.E (n.d.), Calstatela Ethos, Logos, Pathos: Three Ways to Persuade Retrieved June 3, 2014, from http://web.calstatela.edu 18 Kaur Kuldip, K (2013), A critical discourse analysis of beauty products in Women's 44 Magazine Asian Social Science, 9(3), 61 19 Kilbourne, J (1995), Deadly Persuasion: Why Women and Girls Must Fight the Addictive Power of Advertising The Free Press New York 20 Kress, G and Hodge, B (1979), Language as Ideology London: Rout ledge 21 Kress, G (1990) ―Critical discourse analysis, Annual Review of Applied Linguistics London: Routledge 22 Labov, W (1972), Language in the Inner City Philadelphia: University of Pennsylvania Press 23 Matthieses, C., J R Martin, & C Painter (1997), Working With Functional Grammar London: Edward Arnold 24 Meyer, M (2001) Methods of Critical Discourse Analysis London: Sage Publications 25 Nguyễn Hòa (2006), Critical Discourse Analysis (CDA) Hanoi: Vietnam National University, College of Foreign Languages 26 Rogers, R (2004), An introduction to critical discourse analysis in education In 27 Rogers, R (Ed.) (2005) Critical discourse analysis in education (pp 1-18) Mahwah, NJ: Lawrence Erlbaum 28 Rosul, S (2011), A Critical Discourse Analysis of Fairness-Product Advertisements for Women and Men EWU Institutional Repository, 7(4), 52 29 Scollon, R (2001), Action and Text: Towards an Integrated Understanding of the Place of Text in Social (inter) Action Mediated Discourse Analysis and the Problem of Social Action In R Wodak and M Meyer, (eds) Methods of Critical Analysis London: Asage Publications 30 Thimothy, S (n.d.) One IMS Insider OneIMS Insider – Marketing strategies for growth Retrieved May 9, 2014, from http://www.oneims.net 31 Van Dijk, T.A (1985), Handbook of Discourse Analysis, vols Academic Press 32 Van Dijk, T.A (1998), Approaches to Media Discourse Oxford: Blackwell Wodak, R (1996), Orders of Discourse Hillside, NJ: Erlbaum 33 Wodak, R and Meyer, M (2001), Method of Critical Discourse Analysis London: Sage Publications 45 APPENDIX 1: 50 Brand-name Medicine products advertisements in New Zealand O Brand-name Index rder number Solgar Saw Palmetto Berries 520mg 100 AD1 Vegicaps Otrivin AD2 Nurofen AD3 Ural AD4 Qsilica AD5 Lyprinol® AD6 GO Healthy Go Colostrum 120 Chewable AD7 Manuka Health's Royal Jelly AD8 Serum AD9 Nelson Honey's Royal Nectar Moisturising AD10 Bears Face Liftt Potravon AD11 GO Healthy Go Co Enzyme Q10 AD12 Radiance® Man Power™ AD13 Lavender AD14 Iodine AD15 Palmers AD16 Lamisil Once AD17 I Duro-tuss AD18 Blis K12 AD19 Blackmores AD20 Mood Manager AD21 Anti Stress St John's Wort 3600 AD22 Phloe Bowel Health Powder Drink AD23 Nutra-Life Ester-C® AD24 Codral PE Cough, Cold & Flu AD25 Bioglan Cholesterol Guard AD26 Coloxyl AD27 Lora-Tabs AD28 Refresh Contacts Eye AD29 Elevit AD30 Flonase AD31 Naphcon-A Eye Drops AD32 Clinicians Antibiotic Support for Kids AD33 MultiFlora AD34 9 II Gaviscon Dual Action AD35 Go Healthy AD36 Nodia AD37 Slimfast AD38 Restore Probiotic Chocball AD39 Slim Waist AD40 Go Antibiotic Support AD41 Bladder Support AD42 Carpal AD43 Nutralife AD44 Canesten Once Daily AD45 Remifemin AD46 Vicks AD47 Magnesium AD48 Bio-oil AD49 Ginkgo AD50 III APPENDIX 2: Extraction of Medicine Acts 1984: Advertisements for medicines (1) Every advertisement for a prescription medicine must include— o (a) the words ―Prescription medicine‖ or words of a similar meaning; and o (b) the name of each active ingredient; and o (c) the appropriate quantitative particulars of each active ingredient; and o (d) a statement of the purpose for which the medicine is intended to be used; and o (e) a statement that the medicine has risks and benefits; and o (f) a statement about how to find further information on the risks and benefits of the medicine (2) Every advertisement for a restricted medicine must include— o (a) the following statements, or statements with a similar meaning: (i) ―Available only from your pharmacist.‖; and (ii) ―If symptoms persist, see your doctor or health professional.‖; and (iii) ―Use only as directed.‖; and o (b) the name of each active ingredient, or the following statement, or a statement with a similar meaning: ―Always read the label.‖; and o (c) a statement of the purpose for which the medicine is intended to be used; and o (d) any warning statement that may be required by guidelines issued from time to time by the Ministry of Health (3) Every advertisement for a pharmacy-only medicine or a general sale medicine must include o (a) the following statements, or statements with a similar meaning: (i) ―If symptoms persist, see your doctor or health professional.‖; and (ii) ―Use only as directed.‖; and o (b) the name of each active ingredient, or the following statement, or a statement with a similar meaning: ―Always read the label.‖; and o (c) a statement of the purpose for which the medicine is intended to be used; and o (d) any warning statement that may be required by guidelines issued from time to time by the Ministry of Health (4) Every advertisement for a medicine to be supplied by mail order, direct marketing, or via the Internet must o (a) include the name of each active ingredient; and IV (b) include the appropriate quantitative particulars of each active ingredient; and o (c) comply with the following, to the extent they are applicable: (i) subclause (1)(a), and (d) to (f): (ii) subclause (2)(a), (c), and (d): (iii) subclause (3)(a), (c), and (d) (5) A statement required by this regulation must be— o (a) clearly printed; or o (b) clearly spoken (6) A statement that is required by this regulation may be both clearly printed and clearly spoken (7) This regulation does not apply to o (a) an advertisement for a medicine that does not refer to a therapeutic purpose: o (b) an advertisement (not being an advertisement of the kind described in subclause (4)) that is— (i) located at the point of sale; and (ii) positioned immediately above, below, or next to the medicine to which it relates: o (c) labels: o (d) price lists (8) An advertisement for a prescription, restricted, pharmacy-only, or general sale medicine that is subsequently reclassified must be treated as compliant with this regulation if— o (a) the advertisement was compliant with every applicable requirement in this regulation immediately before the medicine was reclassified; and o o (b) not more than months have elapsed since the medicine was reclassified (9) In any proceedings for an offence against section 57 of the Act, it is for the defendant to prove that subclause (8) applies Regulation 8: substituted, on August 2011, by regulation of the Medicines Amendment Regulations 2011 (SR 2011/245) (Source: http://www.legislation.govt.nz/regulation/public/1984/0143/latest/whole.html) V ... 2.1 Data 2.1.1 Data source The main data for analysis in this thesis are 50 medicine advertisements taken from out of the most popular websites on medicine advertising in New Zealand They are all... (Janks 1998) Also in linguistics, CDA takes place as a branch or a tool of discourse analysis Regarding to the term, as the name implies, CDA is a type of discourse analysis from a ? ?critical? ??... or in a more detail it is a critical discourse analysis of medicine products advertisements in one of the English-speaking countries The aim is to examine the way language used in medicine products