Every little helps is a slogan used by Tesco since 1993. The slogan uses simple grammar and vocabulary to communicate Tesco's message in a positive and inclusive way. It employs cohesive devices like reference, ellipsis, and collocation to imply that every small amount of money saved can help customers live better lives. The slogan follows principles of cooperation and politeness to not impose and make customers feel good. It uses an active declarative structure with an implied patient to clearly show agency without hiding it.

1. CDA on “EVERY LITTLE HELPS” (TESCO SLOGAN)
PRESENTED TO:
MS. UZMA KHAN

2. Critical Discourse Analysis on
• Every little helps. TESCO (1993)

3. 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.

4. Analysis
• Discourse Typology:
Sr. No. Slogan Type
01 Every little helps Written, Planned, Co
ntextual, Formal, No
n-Reciprocal

5. 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)

6. 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.

7. Analysis
• Cohesive Devices:
Slogan Other Cohesive Devices
Grammatical Cohesion
Verb Form (Tense and Aspect)
Every little helps.
TESCO (1993)
Tense : Present
Aspect: Simple Present / Present Indefinite

8. 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 little
Rheme / Comment: helps
Theme 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.

9. Analysis
• Cohesive Devices:
Slogan Other Cohesive Devices
Grammatical Cohesion
Elements of Communication
Every little helps.
TESCO (1993)
The Addresser: TESCO
The Addressee: Customers
The Channel: (written) marks on paper
The Message Form: SVO sentence, present
Indefinite, simple vocabulary
The Topic: Every Penney saved helps us live a
better life / We sell things cheaper.
The Code: UK English
The Setting: People of many countries

10. 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 Quality
TESCO uses the slogans that fits to be true to
every one, every where.
• The maxim of Quantity
As few as possible words used
• The maxim of Relevance
The slogan belongs to both, TESCO and the its
customers
• The maxim of Manner
The slogan clearly states what the highest
objective of the company is.

11. 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

12. 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 / P
2. Material Process:
Every little = Actor
Helps = Predicator
Every little helps
Modifier Noun F / P
Theme Rheme

13. 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.

14. 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.

15. 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.

16. 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.

17. 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.

18. Thank You
Presented by:
EMANUEL ANTHONY