Brand Discourse

  • Arthur Asa Berger


The discipline of discourse analysis is introduced and explained, and its utility for understanding brands is dealt with. Discourse analysis originally focused only on language use but has evolved and now deals with images and sound as well. The language used in an interesting advertisement, for Hydracel moisturizer, is analyzed, in considerable detail, to show how the writer of this advertisement used metaphor to make an argument and convince readers to use the product. The analysis deals with the difference between scientific thinking and magical thinking in the Hydracel advertisement. The chapter concludes with a discussion of the cultural significance of the language used in a Harley-Davidson description of itself on its Internet page.


Discourse analysis Language Hydracel moisturizer Harley-Davidson 


  1. Phillips, Nelson and Cynthia Hardy. (2002). Discourse Analysis: Investigating Processes of Social Construction. Thousand Oaks, CA: Sage.Google Scholar
  2. Van Dijk, Teun A. (1997). Discourse as Structure in Process. Thousand Oaks, CA: Sage.Google Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Arthur Asa Berger
    • 1
  1. 1.Department of Broadcast and Electronic Communication ArtsSan Francisco State UniversitySan FranciscoUSA

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