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Journal of Letters

Publication Date

2025-06-26

Abstract

This research aimed to examine the relationship between linguistic strategies and the ideology of “health insurance is a worthwhile investment” as well as the discourse practices and socio-cultural practices in health insurance advertising, using a critical discourse analysis framework based on Fairclough’s (1995) three-dimensional model of discourse. The data were collected by selecting the top three most popular and reputable life insurance companies in the 2024 Thailand’s Most Admired Brand survey (A.Kanitha, 2023): AIA, Thai Life Insurance, and Muang Thai Life Assurance. The findings revealed two sets of ideologies: 1) health insurance as an investment for financial security and 2) health insurance as a fundamental factor for a happy life. Discourse producers employed linguistic strategies as key tools in constructing these ideologies, including 1) the use of terminology, 2) modality, 3) negation of modality, 4) the use of causal statements, 5) rhetorical questions, 6) perspectives, 7) claims, and 8) metaphors. The discourse practices also demonstrated that health insurance advertisements occurred in the persuasive genre, where advertisers used language as a tool to persuade and dominate consumer thought, inducing fear, anxiety, and the perception of the necessity to prepare for future health issues.Simultaneously, the advertisements promoted the idea that having health insurance was essential, offering ways to prepare for future uncertainties regarding health by selling health

First Page

101

Last Page

133

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