CDA on “EVERY LITTLE HELPS” (TESCO SLOGAN)

PRESENTED TO:

MS. UZMA KHAN

Critical Discourse Analysis on

• Every little helps. TESCO (1993)

Brief Introduction of TESCO:

• TESCO was founded in 1919by Jack Cohen from a market stall in London. Tesco is found in 14 countries today and employs over 500,000 people and serves tens of millions of customers every week.

Analysis• Discourse Typology:

Sr. No.

Slogan Type

01 Every little helps Written, Planned, Contextual, Formal, Non-Reciprocal

Analysis• Cohesive Devices:

Slogan Formal Links

Grammatical Cohesion

Grammatical Cohesion

Every little helps. TESCO (1993)

• Every little is an exophoric reference.• Clausal / Nominal Ellipsis as helps is a

transitive verb i.e. object missing (us or to be prosperous in life)

Analysis• Cohesive Devices:

Slogan Formal Links

Grammatical Cohesion

Lexical Cohesion

Every little helps. TESCO (1993)

• “Every little” here is used in collocation with money as it has got the tendency to hint the lexical item ‘money’ to be thought in the same context.

Analysis• Cohesive Devices:

Slogan Other Cohesive Devices

Grammatical Cohesion

Verb Form (Tense and Aspect)

Every little helps. TESCO (1993)

Tense : PresentAspect: Simple Present / Present Indefinite

Analysis• Cohesive Devices:

Slogan Other Cohesive Devices

Grammatical Cohesion

Communicative Dynamism(Theme and Rheme)

Every little helps. TESCO (1993)

Sentence Structure: SVO (Subject –fronted / Object missing)

Theme / Topic: Every littleRheme / Comment: helpsTheme Type: Ideational (contains the content or topic of the message)

Standing in the front ‘every little’ is a foregrounding signal of what is to be understood of this sentence.

Analysis• Cohesive Devices:

Slogan Other Cohesive Devices

Grammatical Cohesion

Elements of Communication

Every little helps. TESCO (1993)

The Addresser: TESCOThe Addressee: CustomersThe Channel: (written) marks on paperThe Message Form: SVO sentence, present Indefinite, simple vocabularyThe Topic: Every Penney saved helps us live a better life / We sell things cheaper. The Code: UK EnglishThe Setting: People of many countries

Analysis• Cohesive Devices:

Slogan Functional Analysis And Coherence

Grammatical Cohesion

The Cooperative Principle by Paul Grice (1975)

Every little helps. TESCO (1993)

• The maxim of QualityTESCO uses the slogans that fits to be true to every one, every where.• The maxim of QuantityAs few as possible words used• The maxim of RelevanceThe slogan belongs to both, TESCO and the its customers• The maxim of MannerThe slogan clearly states what the highest objective of the company is.

Analysis• Cohesive Devices:

Slogan Functional Analysis And Coherence

Grammatical Cohesion

The Politeness Principle

Every little helps. TESCO (1993)

• Don’t Impose• Give Options• Make your receiver feel good

Analysis• Cohesive Devices:

Slogan Functional Analysis And Coherence

Grammatical Cohesion

Clause structures and Functions

Every little helps. TESCO (1993)

1. Interpersonal Metafunction: Declarative S+F / P2. Material Process: Every little = Actor Helps = Predicator

Every little helps

Modifier Noun F / P

Theme Rheme

Analysis• Cohesive Devices:

Slogan Functional Analysis And Coherence

Grammatical Cohesion

Clause structures and Functions

Every little helps. TESCO (1993)

1. Grammatical metaphor:No nominalization (a noun in place of a verb) used.

Analysis• Cohesive Devices:

Slogan CDA in Practice

Grammatical Cohesion

Some important answers

Every little helps. TESCO (1993)

1. Is Agency / Agent clear? Yes! The agent is ‘Every little’. The slogan is in active and declarative form.2. Is patient present?No! the Patient is not present. 3. In Nominalization used?No. No Nominalization used here.4. Is the sentence Active or Passive:Active. So agency and causality not hidden.5. Is sentence positive or negative?Positive.

Analysis• Cohesive Devices:

Slogan CDA in Practice

Grammatical Cohesion

Some important answers

Every little helps. TESCO (1993)

6. What modes is used? The sentence is declarative with SVO structure and present Indefinite as its aspect. No modal auxiliaries used.

Analysis• Cohesive Devices:

Slogan CDA in Practice

Grammatical Cohesion

Stance

Every little helps. TESCO (1993)

Since the text is not taken either from a newspaper nor from any magazines nor a book etc. but is a TESCO slogan, it is a positive declarative statement that allures customers to shop.

Analysis• Cohesive Devices:

Slogan CDA in Practice

Grammatical Cohesion

Conclusion

Every little helps. TESCO (1993)

The simplicity, innovation, exactness of the text has proved it stand among the “20 Best Slogan of All Times. It has successfully targeted societies as well as business world. The slogan doesn’t show discrimination against anyone and serves best the objectives of TESCO.

Thank You

Presented by:

EMANUEL ANTHONY