A Critical Discourse Analysis of Language used for Toyota Advertisement: A Case Study of Dailytrust Newspaper

Cite this article as: Jika Y. M. & Jibril A. T., (2026). A Critical Discourse Analysis of Language used for Toyota Advertisement: A Case Study of Dailytrust Newspaper. Zamfara International Journal of Humanities, 4(2), 119-128. www.doi.org/10.36349/zamijoh.2026.v04i02.011

By

Yusuf Muhammad Jika¹

Ahmed Tanimu Jibril²

1&2Department of English and Literary Studies, Sa’adu Zungur University, Bauchi State

Abstract: This study examines the critical analysis of language purely used for the Toyota brand advertisement in the renowned Nigerian newspaper the Daily Trust. The study explores how the foremost Company Toyota Company advertises its brand products on a media print (newspaper) by using deceitful words in an exaggrated way to capture the attention/mind of their costomers. The theoretical framework applied in this study was Fairclough’s (2001) three-layered model for approching discourse from various perpectives to analyse the advertisements that were published in the Daily Trust newspaper on December 1st , 2019, October 4th , 2019, and September 6th 2019. In the same way, the methodology being used in this paper include a survey on a sample of the three advertisements. The findings of the study reveales how the manipulative words had been used for the purpose of drawing the attention of the costomers to have absolute courage to buy the products.

Keywords: Advertisement, Newspaper, Critical Discourse Analysis, Toyota Brand

Introduction

Language is considered as one of the communication tools that is used openly. It can be in spoken or written form. It is also connected with communication strategies such as newspapers, magazines, radio, internet among others. Language is also used to persuade information and encourage people on a particular thing. This is the reason why it is being employed in advertising. The purpose of advertisements is to enlighten, persuade, retell, influence and may be change attitudes, emotions, and opinions. Advertisements, therefore, do not only sell products but also change society and make people buy products they do not like via visuals and language used to draw attention (Cook, 2001).

Dyer, (1996) points out that advertising is the influential tool of communication to motivate people to buy the product being advertised. Therefore, the advertisement plays a vital role in conveying message of the product. Advertisement means drawing attention to something or informing, enlightening something to another person or group of people to buy for use (Dyer, 1996). In this study therefore, the researcher uses one data; which is Toyota as popular brand and value being advertised in the most widespread Nigerian newspaper popularly known as Daily Trust. For many brands, advertising and marketing strategy are what make products distinct in the minds of consumers (Badal, Melewar & Small, 2006). The renowned association which is “The Australian Association of National Advertisers (AANA) provided a comprehensive justification on what an advert entails which is highly connected to the emphasis of this study. The AANA (2012) highlights advertisement as:

‘Advertising means any material which is published or broadcast using any medium or any activity which is undertaken by, or on behalf of an advertiser, and over which the advertiser has a reasonable degree of control, and that draws the attention of the public in a manner calculated to promote or oppose directly or indirectly a product, services, person, organization or line of conduct’ (cited in Festisova, 2015).

According to Kotler and Keller (2006), advertising can be expressed to create brand awareness and offer explicit information about new products and services and to cheer consumers to purchase the product being publicized rather than those of competitors (persuasive advertising). Guiltinan and Paul (1996), point out that advertising can be recycled to encourage customers the way they are using the best product or service. Heinonen and Strandvik, (2005) opine that it is equally important for the advertisers to know that if consumers view communication in a specific medium as disturbing, it may negatively change the attention to and the perception of the message. Meenaghan (1995), customers are influenced by the intrinsic values, which are focused on the excellence of the product and the extrinsic values, which initiate from the brand imagery produced by advertising. The advertising messages have a great influence on the decision-making process of patrons. Usually when consumers are exposed to advertising, a portion of their long-standing memory is stimulated thereby, encouraging the buying behavior (Papavassiliou, 1989). Lau et al (2013) perceived that advertising has been subtly distorting reality and manipulating consumers to make them buy a way of life as well as goods. Therefore, there is a need indeed for researchers to explore the use of language and other semiotic modalities in product advertisements.

The study will address the following research questions:

What are the linguistic features used in the advertisement?

What are the discursive techniques employed in the advertisement to manipulate customers?

Literature Review

Among the available theories for analyzing media discourse, it is the one presented by Kress and Van Leeuween (2006) specifically known as grammar of visual design. It introduces a framework for analyzing and understanding visual images and the interaction between verbal and visual components in media discourses. Theo Van Leeuwen and Gunther Kress, two forerunners of a broad theory of visual communication, have deliberated semiotic modes other than language in several varieties of discourses. They argue that the changing designs in mass communication where the borders between language and visual elements in published material are becoming fewer in number. Kress and Van Leeuwen (1998) show that all texts are multimodal

They point out that greatest work done in CDA has concentrated on verbal texts, or on the verbal parts of multimodal texts. Therefore, based on their theory of grammar of visual design, they propose to enlarge the approach proposed by CDA, to contain the structure and use of images. The essential role of images in newspapers, advertisements, magazines, public relations materials, and many types of books is well-known (Kress & Van Leeuwen 1996). They also indicate that “the visual component of a text is an independently organized and structured message, connected to the written component but not necessarily dependent on it, that is, they are neither fully conflated, nor entirely opposed’. Multimodality sees communication and representation as more than language; it places more focus on other modes of communication like visual mode of images, posture, color, gaze, typography, composition etc. (Van Leeuwen, 2005; Kress and Van Leeuwen, 2006; Machin, 2007; Jewitt, 2009) arguing that these elements transfer and generate meaning, particularly in relation to one another. Kress and van Leeuwen, 2005 maintain that the meaning potential of individual elements is the element’s ability to express meaning.

Equally, it is likely to recognize an element’s full meaning only if it exists as a collective whole (Machin, 2007; Kress &Van Leeuwen, 2006). The task of Multimodal Discourse Analysis (MDA) is to realize the power and meaning of texts initiating numerous modes (like verbal, aural, and visual) (Kress & van Leeuwen, 2006; Machin, 2007; Jewitt, 2009). The logical deconstruction of texts through semiotic analysis is likely possible with this new trend in discourse analysis. MDA has been employed in the analysis of an extensive range of domains for instance, the analysis of magazine covers (Maiorani, 2007), children’s storybooks (Kuswandini,2018), online advertisements (Hrrison, 2008) beauty product ads (Harrison, 2008), moving images (Maiorani, 2007), commercials (Nina-Pazarzi & Tsangaris, 2008), cosmetic surgery leaflets (Martinez Lirola & Chovanec, 2012).

Methodology & Theoretical Framework

A qualitative design was adopted for the purpose of this study. A suitable approach (qualitative) in this study tries to find out how discourse in advertisements comprises people’s construction of meanings. Toyota brand product advertisements in English Language were analyzed. Therefore, for a descriptive analysis, a qualitative design analysis is more appropriate rather than quantitative analysis. Purposive sampling was employed because the study aimed to investigate only the language used in Toyota brand product advertisement. Data was collected from one of the famous Nigerian newspapers (The Daily trust) published on December 1^st , 2019, October 4^th , 2019, and September 6^th 2019. The data analysis is based on Fairclough’s Critical Discourse Analysis framework (2001). Hence this framework is employed to display the connection between the nature of social practice and the properties of language “texts”. His three-layered framework contains a conception of discourse as a text (micro level), discourse practice (meso level) and sociocultural practice (macro level). It aims at discovering the connections among language, ideology and power and also to determine how advertisers persuade the customers to purchase their brand products. Therefore, this study focused only on Nigerian newspaper (Daily Trust), and analysing the linguistic features of the Toyota brand product advertisement in Nigerian newspaper, the Daily Trust, to highlight how the use of language inclines to manipulate people’s beliefs based on the content of the advertisements.

Figure 1: Fairclough’s three-dimentional model, 2001

Figure 2: The image of the Toyota brand product and the language used in the Daily trust newspaper 4^st October, 2019.

Figure 3: The image of the Toyota brand product and the language used in the Daily trust newspaper 6^th September, 2019.

Figure 3: The image of the Toyota brand product and the language used in the Daily trust newspaper 1^st December, 2019.

Result and Discussions

The analysis is presented at the textual (micro), diacursive practice (meso) and social practice (macro) level based on Fairclough’s (2001) CDA framework.

Textual Analysis

The textual analysis relates to research question 1 on the linguistic features in the advertisements analysed. At this level of analysis the linguistic features such as vocabulary (symbol, quality, advanced, safety, award), referent (the symbol of quality), rhetorical question ( what is in a logo?) and syntax employed in advertisements are discussed here. In the study there was a great use of direct address in the advertisements for both ideological and practical reasons. For example, the use of the second-person (for instance, “be wise! Buy only from accridited dealers to avoid embrasment, “do not be decieved, only Toyota (Nigeria) Limited acrridited dealers offer genuine manufactures’s warranty of 3years or 100, 000km (whichever comes first) on Toyota Vehicles sold by them page 9) is usually used to address the readers directly and personally. Once people are being addresed exclusively rather than as part of mass viewers it is reflected as extremely esteemed. This handling of people on an individual basis is denoted as ‘synthetic personalization’ (Fairclough, 1989:62). In some advertisements many questions are purposely imposed to the readers to create a personal connection by encouraging familiar discussion with the customers/readers to engross them rather than simply conveying information about the product. For instance, “TAKE GOOD DECISIONS DRIVE STRESS-FREE” Page 9.

For instace, addressing readers by asking them a question “what is in the logo?” on a red background and written in white. Through using a question the advertisers are trying to create a closer correlation with the readers.This familiarity signifies parity between readers and advertisers. Equally, color plays a vital role in the success of one advertisement and seems to be the first thing the receivers will notice. Advertisers use color to mirror a specific brand, as well as attempt to communicate a certain mood dictated by the product itself for instance, using red color can subtly position something as: negative (e.g warning (“be wise!” “Avoid embracement” “do not be deceived”. It displays the 'personality' of the product that is often a lot harder to come up with. Colors and their underlying sociological and historical connotation certainly do produce specific reactions in particular contexts - emotions, associations and even physical effects that can help advertisers in their quest for ever more accurate targeting. Using proper color seems to be the quickest way to create mood without saying a word.

Logo is another way of drawing the attention of the reader to read the advertisement where the logo says a lots about the product. The logo, which is on black backgroud, it reflects and shines to capture the attention of the costomer to be familiarise with the product at any given time. “The symbol of quality”. Here, the answer of the question asked above, is anwered immediately after the logo, the symbol of quality is also written in red color to captture the mind of the customers.This word “symbol” simply means a character or glyph that represents an idea, concept or object. Equally, it is the referent which has the specific entity either in a word or phrase identifies or denotes. The word “quality” means a level of excellence or valuable quality and also it is a title of honor or respect, more commonly used in the form of excellent. In Critical Discourse Analysis (CDA), a phrase like “symbol of quality” in a Toyota advertisement is not just descriptive, it is ideologically loaded and strategically constructed to shape audience perseption.

Tt the textuual level, the phrase uses nominalization. Instead of describing specific qualities(e.g durability, fuel efficiency, reliability), the abstract noun “quality” is packaged as a fixed, unquestionable attribute. By calling Toyota a “symbol”, the advertisement elavates the brand from a mere car manufacture to a representation of an idea. This removes the need for evidence or comparison and presents “quality” as something already established and universally accepted.

Similarly, the phrase functions via evaluative language and peresupposition. It presupposes that “quality” is an inherent and recognized feature of Toyota vehicles. There is no argument offered rather, the audience is subtly positionesd to accept this claim as common knowledge. In CDA terms, this reflects how discourse ca neutralize particular meanings and make them appear “given” or beyond dispute.

At the level of discursive practice, the phrase draws on broader advertising conventions where brands are associated with abstract values (e.g. excellence, trust, and prestige). By repeatedly linking Toyota with “quality” across different media, the discourse reinforces a consistent brand identity. This intertextual repitition strenthens consumer belief and contribute to brand loyalty.

Finally, within the social practice dimention, the phrase reflects capitalist ideology, where commodities are not just functional objects but carriers of symbolic meaning. Calling Toyota “symbol of quality” algns the brand with global expectations of reliability and often associated with Japanese manufacturing. It also subtly positions consumers: buying a Toyota becomes not just a practical choice, but a statement about one’s preference for “quality”.

“Advanced safety award” is also written boldly to draw the attention of the costomers, that is to say that, the company has been improved or made better than some other standard form and the condition or feeling of being safe, secured ; and certain. “Top safety pick award” is seen written boldly and repeated to evoke the desire of the customers ms. This means once a customer buys a Toyota product he is on the highest/uppermost safety,security, and certainty. These two sentences attest the different awards of quality that the brand had won between 2008- 2018 which testify to the brand’s quality. There is also another award of quality “Top Global Automobile Award” won between 2008-2008 which also further attest to its quality. The advertisers use these awards to persuade the potential buyers the quality product he acquires. Vocabulary is always used by the advertisers to express ideological opinions specifically on people and events (Kaur &Yunus 2013). Some parts of speech are relevant in advertisements since they deliver either a positive or negative emotional meaning (Kaur &Yunus 2013). Affective meaning shows the reader’s positive and negative assessment of an item displayed. Most of the sentences used in the advertisements are simple and declarative in type. Similarly, active sentences are used in the discourse as can be seen “Quality is remembered long after price is forgotten”. This quotation is extremely sensitive in the eyes of any customer/reader. This is because the symbol of quality that has been mentioned earlier it is now decleared that quality is always remembered long time after the customer forgets the huge amount of money bein spent when purchasing the product. That is to say, the customer may forget the price he bought Toyota brand due to the satisfaction of its quality. The sentences promote the quality of the brand in terms of safety, quality sequrity and ruggedness.

Conclusion

Based on the data analysis of the Toyota brand product advertisement, it can be concluded that most of the advetisers use numerous linguistic devices which including positive vocabulary, direct address, catchy slogans, headlines among others to draw the attention of the customers/readers to purchase the brand product. In addition, the vocabulary employed in the Toyota brand product advertisements in this paper are ideologically argued. They include ‘safety’ ‘logo’ ‘advanced’ ’price’ ‘award’ ‘quality’ ‘top’ ‘forgotten’ ‘pick’ ‘symbol’ ‘remember’. The advetisers depict beautiful symbol for their customers so that they can easily be influenced directly towards the brand product.Correspondingly, intertextuality also has occurred in the advertisement in such a way that the advertisers employed words from other discourses to capture the reader’s mind.

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