Gee's Analytical Approach

Gee's Analytical Approach

Introduction

In this paper, the author will conduct the analysis of the text by using Gee's 'building tasks' and 'tools of inquiry. The author will also discuss the application of the matrix based on these techniques. I have chosen the advertisement of WWF from a renowned magazine. The Campaign is done in support of the movement to combat climate changes, it is a Print advertising campaign, and the idea is to point out the consequences of irrational use of electricity and its impact on the environment. We will conduct a visual and text analysis of the magazine advertisement by using Gee's analytical approach.

Text and Visual Analysis

As we analyse the advertisement, we will use Gee's 'building tasks'. Gee distinguishes basic (but not only) among primary discourses and secondary speeches. Using the old dichotomy-very little discussed and accepted in applied linguistics to teaching language, between acquisition and learning, Gee argues that the primary discourses are acquired at home, in family (Gee, 1992). On the other hand, secondary discourses are learned later and are products rather institutional (schools, offices, churches, clubs, etc.). Following the hypothesis, Gee says that the primary discourses are given a more natural, though unconscious, while the secondary discourse are more consciously developed and are more formal (Halliday, 1905).

Model of Discourse Analysis Tools of Inquiry

Following are the features Model of Discourse Analysis Tools of Inquiry

Social languages

Discourses

Intertextuality

Conversations (large themes)

Social language

In this magzine advertisment, a written form of technical words relating to electricity, in some cases, specifically to anatomy (e.g.damaging the world environment)

Mostly third person but with some first person quotations

A measure of authority with quotations from campaign of the WWF

Discourse

Electricity

Scientific consequences

Energy crisis

Research

Intextuality

Other research evidence implied

Documentation of outcomes related to extra concsumption of electricity (implied)

Conversation

As noted above, the broader theme that this article relates to is way our society is faced with electricity crisis. There is also an issue of environmental damage from the excess use of electricity all around the world.

Model of Discourse Analysis Building Tasks

Following are the features of Model of Discourse Analysis Building Tasks:

Significance

Activities

Identities

Relationships

Politics

Connections

Signs Systems & Knowledge

Significance

With reference to the significance of the magazine advertisement, it is commonly said that one picture is worth a thousand words. In this advertisement if we analyze the ad without any picture it shows that the only message is not enough without the image. It seems that everything is dark and it might be against the electricity. People might take the message as without the electricity the world is darker. If, we read the message analyze it after adding the picture of a single bulb shows that if we switched off the extra light in our houses than we might take part in the campaign of the WWF. The main theme of this campaign is to give knowledge to the people to use the electricity as a need, not for the luxury. By consuming more electricity carbon anhydride burn in the enormous amount and it damages our world environment.

Another message that we can take from this advertisement is that ...