Critical Discourse Analysis of Eastern Federal Union (EFU) Selected Ads: An Interdisciplinary Perspective

This study explores discourse patterns in the selected ads advertised by a life insurance company, Eastern Federal Union(EFU). The aim of this paper is to investigate how language is used to promote specific interests/ideologies through discourse. The data were collected from the company's official social media page. This paper employed Norman Fairclough’s ( 1992) three-dimensional model. The results reflect that EFU uses language to promote its business, and the policies that are given may be a hoodwinkfor the common masses and these policies may not be in the interests of the public. However, EFU Life attempts to justify its policies primarily through powerful discourse, as evident in the analysis section.