Discourse of beverages manufacturers’ reproduction of Thainess using storytelling in advertisements for consumer’s brand perception

Abstract

This research aims to study the discourse analysis reproducing Thainess identity constructed by various factors. Such factors included alcoholic beverages manufacturers through storytelling, advertising, and analyzing brand perception of consumers that were influenced by continuous reproductions in advertisements. These advertisements have been broadcast widely to society for a long time. This research applied a qualitative method by means of Norman Fairclough’s discourse analysis methodology. The data were collected from film studies, advertisements, incorporated within-depth interviews with five subjects in total, consisting of three discourse producers and two consumers. The data were, therefore, analyzed and interpreted texts, discourse practices, and socio-cultural practices. The results showed that alcoholic beverages manufacturers construct and present discourse through text by using storytelling about ‘Thainess’ identity through various film elements, such as plots, costumes, filming locations. The data analysis also included the contexts of continual discourse reproductions in advertisements to society. Such analytical strategy was utilized effectively by the active discourse constructionists, who influence Thai consumers to willingly perceive and recognize the brands. The discourse of reproducing ‘Thainess’ identity through advertising storytelling has been continually presented in Thai society and it still exist the contemporary society as long as the consumers willingly consume such discourse.