House and Self-actualization The Relationship between Linguistic Strategies and Ideologies in Real Estate Business Discourse Based on Critical Discourse Analysis Approach

Abstract

This research article aimed to study the relationship between linguistic strategies and the ideologies of self- actualization in real estate business discourse. The data were collected only in Bangkok Metropolitan Region from Home.co.th throughout the first quarter of 2019. Linguistically oriented critical discourse analysis was used as an analysis framework. The research found that the producers of real estate business discourse have used various linguistic strategies, including lexical choice, claiming, presupposition, negation and hedging to create sets of ideas including the following: being able to live in a modern home which can support future use, living in a house located at a location with full facilities, living in a house surrounded by nature and a  ealthy environment, living in a house in the midst of quality society and offering privacy, living in a house that is built by a company with expertise and uses good materials, having a house that shows the financial status of the residents and starting a family and living family life in a new house. S uch ideas lead to the creation of ideologies of selfactualization in order to make the audience believe and accept that having a complete life can be achieved only by living in the house presented by the discourse. This business discourse, therefore, facilitates trade and is a marketing method that and reaches the target ingeniously.