Discourse Analysis of Blizzard Entertainment's Marketing Communications

Abstract

This study examines the nature of the discourse in advertising. The focus is on Blizzard Entertainment’s Marketing Communications, which is directed towards the promotion of their products and service to the general public. The study aims at uncovering the basic elements of the most pervasive, influential and inescapable discourse of Blizzard Entertainment advertisements. Norman Fairclough’s 3-D model of visual design was used to analyze the data. It focuses on the interaction of language, image and format and analyzes advertising persuasive strategies. Also, this study gives analyses of certain ads, utilizing various methods of interpretations and ends with a discussion on advertising discourse. In this connection, the analyses are provided with a perspective on demonstrating the advertisements develop importance through collaboration with different kinds of discourse, and how it is indistinguishable from social and cultural discourse. Thus, it discusses Blizzard Entertainment’s advertisements influence and on how these advertisements have an impact on our society and cultural values. The results of this descriptive study serve as a support and of great help to the future researches related to social media and advertising.