Critical Discourse Analysis of the Representation of the Middle East in FIFA World Cup Advertising Campaigns

Abstract

The present study aims to examine FIFA World Cup advertisement campaigns directed at the Middle East market through critical discourse analysis adopting Hodge and Kress (1996) model. Therefore, the advertisement the study analyzes three campaigns, QNB, Visa Card and Frito Lay, as an attempt to mark out the common themes, wording and discourses visible in these campaigns, and what they tell us about the way these campaigns characterize or represent the Middle East. The study concludes that each campaign employs a different tactic to attract their respective target demographic. QNB seeks to show the might & grandeur of the bank and Visa Card wants to show the thrill of using their special edition credit card. Energetic and ERPRA focused camera motion captures the bold, spicy flavor experience of the "Flamin' Hot" Frito Lay brand. Data covering 6 months (April–October 2023) is considered for the study presenting syntagmatic categories including transactional, attribute and existential categories in advertising videos emphasizing brand/product uniqueness. Furthermore, critical discourse analysis can identify some of the techniques that brands have employed to market towards their target audiences, as well as how they portray themselves to a regional audience in the Middle East, which is relevant for marketers aiming to create strong advertising into the Middle East sphere.