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Maulyda, Septia. "BAHASA PERSUASIF DALAM TRANSAKSI JUAL BELI ONLINE (PERSUASIVE LANGUAGE IN ONLINE TRADING TRANSACTIONS)." JURNAL BAHASA, SASTRA DAN PEMBELAJARANNYA 11, no. 2 (October 5, 2021): 250. http://dx.doi.org/10.20527/jbsp.v11i2.11721.
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Abstract Persuasive language in online trading transaction. The development of online shops via the internet has mushroomed in Indonesia, followed by the rapid advancement of buying and selling online which can be seen from the many online advertisements that appear for free on social media. The role of persuasion language in online advertisement impressions is very important to be used so that potential buyers are interested and more confident in buying the products offered.The method used in this study is the documentation of online ad writing. Research results (1) Motto or watchword taken from quotations adapted to the product offered, data or product facts offered to consumers and their uses, and product excellence includes product excellence and is presented should be in the form of persuasive sentences (2) Persuasion language used in transactions buying and selling online can be seen from the percentage of online advertising in the form of elements of persuasion language marked by the use of a motto or watchword, data or facts, the superiority of the advertised product, and the use of persuasive sentences in the online advertisement. (3) Persuasive techniques used in online transactions, namely rationalization, suggestion, conformity, compensation, replacement, and projections (4) The most dominant persuasive technique used in the persuasive language of online advertising is the suggestion technique.. Key words: persuasive language, persuasive techniques, trading transactions, online Abstrak Bahasa persuasif dalam transaksi jual beli online. Perkembangan toko online lewat internet sudah menjamur di Indonesia, diikuti dengan maju pesatnya jual beli online yang dapat dilihat dari banyaknya iklan online yang tayang gratis di media sosial. Peranan bahasa persuasi dalam tayangan iklan online sangat penting digunakan agar calon pembeli tertarik dan lebih yakin untuk membeli produk yang ditawarkan.Metode yang digunakan dalam penelitian ini adalah dokumentasi dari tulisan iklan online. Hasil penelitian (1) Moto atau semboyan diambil dari kutipan disesuaikan dengan produk yang ditawarkan, data atau fakta produk yang ditawarkan kepada konsumen beserta kegunaannya, dan keunggulan produk meliputi keunggulan produk serta disajikan sebaiknya dalam bentuk kalimat persuasif (2) Bahasa persuasi yang digunakan dalam transaki jual beli online dapat dilihat dari presentase pada iklan online berupa unsurunsur bahasa persuasi yang ditandai dengan penggunaan moto atau semboyan, data atau fakta, keunggulan produk yang diiklankan, dan penggunaan kalimat yang bersifat persuasif pada iklan online tersebut (3) Teknik persuasif yang digunakan dalam transaski online yaitu rasionalisasi, sugesti, konformitas, kompensasi, penggantian, dan proyeksi (4) Teknik persuasif yang paling dominan digunakan dalam bahasa persuasif iklan online adalah teknik sugesti.Kata-kata kunci: bahasa persuasi, teknik persuasi, transaksi jual beli, online
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Ghandi, Firdaus Achmad, and Martutik Martutik. "Persuasif dalam Iklan Indomie pada Media Sosial Twitter." JoLLA: Journal of Language, Literature, and Arts 2, no. 5 (May 18, 2022): 676–92. http://dx.doi.org/10.17977/um064v2i52022p676-692.
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Abstract: In general, this study aims to examine the persuasiveness of Indomie advertisements on Twitter social media. This study of Indomie advertisements uses a qualitative approach. The orientation used is a discourse analysis model. This study examines how Indomie persuades its consumers through social media Twitter in terms of sentences, techniques, and content of persuasive messages. The results showed that the following were found. First, persuasive sentences in Indomie advertisements on Twitter social media are found in inviting, advocating, suggesting, and convincing, and affirming. Second, persuasive techniques in Indomie's advertisements on Twitter social media found techniques of rationalization, identification, suggestion, conformity, compensation, substitution, and projection. Third, the content of persuasive messages in Indomie's advertisements on Twitter social media in terms of content focus shows the priority of the product and fosters a consumer need. Meanwhile, in terms of status, it shows the content of the message, the status of facts and the status of opinions developed by the advertiser. Keywords: persuasive, Indomie advertisement, Twitter. Abstrak: Secara umum penelitian ini bertujuan untuk mengkaji persuasif iklan Indomie di media sosial Twitter. Kajian terhadap iklan Indomie ini menggunakan pendekatan kualitatif. Orientasi yang digunakan menggunakan model analisis wacana. Penelitian ini mengkaji bagaimana Indomie memersuasi konsumennya lewat media sosial Twitter dari segi kalimat, teknik, dan isi pesan persuasif. Hasil penelitian menunjukkan bahwa ditemukan berikut. Pertama, kalimat persuasif dalam iklan Indomie pada media sosial Twitter ditemukan kalimat mengajak, menegaskan, meyakinkan, menyarankan, dan menganjurkan. Kedua, teknik persuasif dalam iklan Indomie pada media sosial Twitter ditemukan teknik rasionalisasi, identifikasi, sugesti, konformitas, kompensasi, penggantian, dan proyeksi. Ketiga, isi pesan persuasif dalam iklan Indomie pada media sosial Twitter dari segi fokus isi menunjukkan keutamaan produk dan menumbuhkan suatu kebutuhan konsumen. Sedangkan, dari segi status menunjukkan isi pesan status fakta dan status opini yang dikembangkan pengiklan. Kata Kunci: persuasif, iklan Indomie, Twitter
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Agustina, Lilik Rochmah, and Masriatus Solichah Solichah. "METAPHORS OF LIFE INSURANCE AND HOME APPLIANCE ON YOUTUBE ADVERTISEMENTS VIDEOS." Diglossia: Jurnal Kajian Ilmiah Kebahasaan dan Kesusastraan 8, no. 2 (April 18, 2017): 139. http://dx.doi.org/10.26594/diglossia.v8i2.866.
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Lilik Rochmah AgustinaMasriatus SholikhahSTKIP PGRI Jombanglilikrochmah@yahoo.co.idmasriatus.sholikhah@gmail.com AbstractThe aim of this research is to explore metaphors in life insurance and home appliance on YouTube advertisements videos by employing pragmatics perspective. To accomplish the goal of the research, qualitative descriptive is employed to figure out of both two research questions. Furthermore, to know the kinds of metaphor, researchers work on theory proposed by Lakoff and Johnsen (2003) for fundamental metaphor theory, then, conceptual metaphor theory proposed by Kovecses (2010); and the last is pictorial metaphor theory proposed by Forceville (2002). At last, it can be seen that the type of metaphor are pictorial metaphor for SINAR MAS MSIG life insurance and LG home appliance advertisements. Further, in term of conceptual metaphor researchers found two type of metaphor; structural metaphor and ontological metaphor in Thai life insurance and Philips home appliance advertisements. As the closing, researchers figured out that among the four of life insurance and home appliance advertisements issued in YouTube apply the persuasive strategy to influence the audiences. These advertisements eventually are influential in inviting customers’ attention since the application of metaphors and persuasive strategies.Keywords: Metaphor, Source Domain, Target Domain, YouTube Advertisement Video, Persuasion AbstrakPenelitian ini bertujuan untuk menyelidiki metaphor yang terdapat pada video iklan asuansi jiwa dan iklan perabot rumah tangga di laman Youtube melalui pendekatan Pragmatic. Untuk mencapai tujuan penelitian, pendekatan kualitatif diaplikasikan untuk menjawab dua permasalahan penelitian. Lebih lanjut, untuk mengetahui jenis metafor yang digunakan pada objek penelitian, peneliti menggunakan teori dari Lakoff dan Johnsen (2013) tentang Fundamental Metaphor, Conseptual Metaphor dari Kovecses (2010), dan teori Pictorial Metaphor dari Forceville (2002). Akhirnya, dapat diketahui bahwa jenis metaphor yang di temukan dalam empat iklan di laman Youtube adalah pada iklan asuransi jiwa Sinar Mas MISG life dan iklan perabot rumah tangga LG terdapat lebih dominan Pictorial Metaphor. Selain itu, pada iklan asuransi jiwa Thailand dan iklan lampu Philip cenderung menggunakan Conceptual Metaphor dengan temuan 2 sub jenis dominan yakni Structural Metaphor dan Ontoligical Metaphor. Sebagai penghujung temuan, peneliti menemukan fakta bahwa keempat iklan asuransi jiwa dan iklan perabot rumah tangga yang ditayangkan pada laman Youtube menggunakan beberapa jenis strategy persuasive untuk mempengaruhi khalayak. Secara jelas, iklan-iklan tersebut bersift persuasive dalam mengundang perhatian dan minat para konsumen dengan menggunakan unsur-unsur metafora dan strategi persuasif. Kata kunci: metafora, domain sumber, domain target, video iklan mber, domain target, video iklan Youtube, persuasi.
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Suparma, Galuh Dynasty Mula, and Chatarini Septi Ngudi Lestari. "Persuasion In Advertisements Of Freight Forwarding." International Journal of Linguistics and Discourse Analytics (ijolida) 2, no. 2 (March 31, 2021): 58–76. http://dx.doi.org/10.52232/ijolida.v2i2.38.
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This study is concerned with persuasion in advertisements of freight forwarding which were uploaded within 2019 on YouTube based on discourse analysis perspective. This study aims to find out the kinds of persuasive strategies and the way how persuasions are used. To reach those goals, Beebe & Beebe’s theory of persuasive strategies and Makosky’s theory of persuasion technique are applied. Qualitative research employed since the data are in the form of words, phrases, or even sentences. The result showed that the kind of persuasive strategy which mostly performed in freight forwarding advertisements is causal reasoning (49). Moreover, the way of using persuasion in the form of persuasion technique which mostly applied is the appeal to or creation of needs (92)
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Fitria, Tira Nur. "Persuasive Strategies in Selected Brand Products’ Advertisement on Instagram: Rationalization Aspect." Journal of Pragmatics Research 3, no. 2 (May 27, 2021): 108–30. http://dx.doi.org/10.18326/jopr.v3i2.108-130.
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The objective of this research is to find the reason for using persuasive strategies in Selected Brand Products’ Advertisement on Instagram”.In Instagram Captions’ found in the selected brands' product, it is found the persuasive strategy used in “Mineral Water” products, “Medicine” products, “Food and Drink” products, “Household” products, and “Beauty and Skin Care” products. In “Mineral Water” products, these advertisements try to persuade consumers to focus on the quality and technology of the product used. In “Medicine” products, these advertisements try to persuade consumers to focus on the ingredients in the medicine and its uses, also tries to get consumers to focus on the causes and drugs that must be consumed. In “Food and Drink” products, these advertisements try to persuade consumers to focus on the high standards and technology to produce the product and quality of ingredients of the products that can be consumed. In “Household” products, these advertisements try to persuade consumers to focus on the ingredients in it and its benefits to be used. In “Beauty and Skin Care” products, these advertisements try to persuade consumers to focus on the ingredients in it and its benefits to be used. Those advertisements use rationalization in their persuasion strategy. Rationalization in persuasion work because the advertiser knows what the consumers’ needs and wants. There is the involvement of reasons, deep thought, making a sense and logical statements that expected can be accepted by the consumers.
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Killmeier, Matthew A., and Paul Christiansen. "Wolves at the Door: Musical persuasion in a 2004 Bush-Cheney advertisement." MedieKultur: Journal of media and communication research 27, no. 50 (June 27, 2011): 21. http://dx.doi.org/10.7146/mediekultur.v27i50.2857.
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Many journalists and scholars overlook the discursive role of music in TV political advertisements. But we argue that music is a potent means of political persuasion. Music in advertisements is determinative; all other elements—images, voiceovers, sound effects, written text, and so on—are circumscribed by the music and interpreted in relation to it. Music determines an advertisement’s character through framing and underscoring; musical frames establish interpretative categories and generate expectations, while underscoring comprises music that closely coordinates with images and voiceovers to form a persuasive aesthetic and rhetorical unity. A close reading of a 2004 Bush-Cheney advertisement applies this theory of frames and underscoring to explain the advertisement’s effectiveness. Without music, the advertisement would not only fail to persuade, it would also make no sense.
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Firdous, Tehmina, Prof Huo Fu Li, and Al-Nahdi Yousef Ali Ahmed Saleh. "The Aristotelian Rhetorical Theory: A Framework for Analyzing Pakistani Beauty Products Advertising." Indian Journal of Mass Communication and Journalism 2, no. 3 (March 30, 2023): 1–7. http://dx.doi.org/10.54105/ijmcj.c1028.032323.
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Advertising is one of the most basic forms of communication through media. Persuasion is one of the primary purposes of advertising. Customers are persuaded to buy products by advertising using different persuasive techniques. Both men and women increasingly rely on beauty products to look beautiful and have attractive spouses. Advertisements use rhetorical devices to persuade their viewers. Advertisements use language to achieve the purpose of persuasion. This paper analyzes advertising language considering Aristotle's rhetorical theory. The three primary persuasive means are logos (logical appeal), pathos (emotional appeal), and ethos (ethical appeal). We examined these three methods in this paper in terms of how they are used to persuade consumers, and how they are perceived by them. In order to determine how Pakistani media utilizes Aristotle's three means of persuasion in television advertisements, researchers studied beauty advertisements in Pakistani media for three months. There is a great deal of emphasis placed on persuasion in Pakistani advertising. Although Aristotle's rhetoric theory was presented over 2000 years ago, it has proven to be highly effective in persuasion today.
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Tarabashkina, Liudmila, Pascale Quester, Olga Tarabashkina, and Michael Proksch. "When persuasive intent and product’s healthiness make a difference for young consumers." Young Consumers 19, no. 1 (April 16, 2018): 38–54. http://dx.doi.org/10.1108/yc-08-2017-00729.
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PurposeThis study aims to fill in the above-mentioned gap by looking at both children’s understanding of advertising and product cues during decision-making. Currently, it is assumed that understanding of advertisements’ persuasive intent represents the sole factor that children consider during decision-making, which overlooks the role of intrinsic product cues (taste or healthiness) and more complex interaction between the latter and the perceived persuasive intent.Design/methodology/approachAn experiment with children (of ages 7-13 years) and a survey of their parents were carried out.FindingsWhen exposed to an advertisement, children exhibited less favorable food preferences when they grasped the advertisement’s intended persuasive intent and evaluated the product as less healthy. Participants who did not believe that the advertisement aimed to influence them and rated the product as healthy, exhibited more favorable intention to consume the advertised snack.Research limitations/implicationsThis study shows that persuasive intent and healthiness product cues are used simultaneously by young consumers and need to be considered in future research to provide more in-depth understanding of children’s decision-making.Originality/valueThe findings highlight the importance of previously overlooked intrinsic product cues and the need to consider both persuasive intent and product cue evaluations to better understand why children may exhibit less healthy food choices.
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Natashia, Dian. "Wacana Iklan Parodi Jepang Fanta Gakuen Sensei Series." Lingua Cultura 9, no. 1 (May 30, 2015): 13. http://dx.doi.org/10.21512/lc.v9i1.756.
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Research aimed to understand the message sent by the sender by analyzing critically the substence used and built the situation inside Japanese parody advertisement titled Fanta Gakuen Sensei Series. This research used qualitative descriptive method and provided two parody advertisement videos as data. The data were described and analyzed with Guy Cook’s Advertising Discourse Theory to reveal the substance used and built the context and situation inside the advertisements and Foucault’s Power and Discipline Theory to understand the message trying to be conveyed by looking into relationship between teachers and students in Japan. Result of the analysis shows that to avoid monotonous advertisements, Fanta uses advertisements parodying a popular drama during that era and adding humor into them, so the receiver will remind it for a long time. This is not just persuasive, but the advertisement’s strategy in those advertisements is also informative and inviting the target group to think critically. Through social context, these advertisements are intended to remind children to be disciplined regarding their daily behaviors and to obey and respect their teachers all the time. The producer also intends to remind that during hardships or strange situation, children should not take them seriously and be happy with Fanta.
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Fitriany, Fitriany. "THE SPEECH FUNCTION IN ADVERTISEMENTS." Journal of Language, Literature, and Teaching 3, no. 1 (July 20, 2021): 31–36. http://dx.doi.org/10.35529/jllte.v3i1.31-36.
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he study aims to describe types of speech functions and reasons for using them in advertisements. Descriptive qualitative method is applied in this research with sentences found in the dialogue or conversation is the advertisement as the data of this research. The data collected is from the advertisement of electronic media. The research results in the finding of six types of speech function used in the advertisement which are the statement acknowledge statement, question, response statement to question, offer, and command with the statement as the dominant. These types are used in advertisements for descriptive and persuasive purposes.
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Mardiyah, Siti, and Sawirman Sawirman. "Persuasive Utterances in Selected Tourism Advertisements on Indonesia.Travel YouTube Channel." Andalas International Journal of Socio-Humanities 3, no. 1 (July 15, 2021): 56–78. http://dx.doi.org/10.25077/aijosh.v3i1.19.
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This study aims to identify the mode of persuasion and persuasive strategies used in Indonesia.Travel YouTube Channel. Ten videos among 256 ones were selected as data sources. Data collection was done by the non-participant method. Based on the research, the speakers used 38 persuasive utterances. The modes of persuasion used are pathos and logos. The most dominant mode of persuasion is pathos, with a percentage of 92%. Furthermore, there are three persuasive strategies were found namely: 1) quasilogical was found in 3 utterances (8%), 2) presentational was found in 33 utterances (87%), and 3) repetition was found in 2 utterances (5%). The results showed that the most dominant presentational strategy was found with a percentage of 87%. Therefore, it can be concluded that pathos and presentational strategies are used when speakers want to persuade their listeners by targeting their feelings and emotions.
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Mardiyah, Siti, and Sawirman Sawirman. "Persuasive Utterances in Selected Tourism Advertisements on Indonesia.Travel YouTube Channel." Andalas International Journal of Socio-Humanities 3, no. 1 (July 15, 2021): 56–78. http://dx.doi.org/10.25077/aijosh.v3i1.19.
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This study aims to identify the mode of persuasion and persuasive strategies used in Indonesia.Travel YouTube Channel. Ten videos among 256 ones were selected as data sources. Data collection was done by the non-participant method. Based on the research, the speakers used 38 persuasive utterances. The modes of persuasion used are pathos and logos. The most dominant mode of persuasion is pathos, with a percentage of 92%. Furthermore, there are three persuasive strategies were found namely: 1) quasilogical was found in 3 utterances (8%), 2) presentational was found in 33 utterances (87%), and 3) repetition was found in 2 utterances (5%). The results showed that the most dominant presentational strategy was found with a percentage of 87%. Therefore, it can be concluded that pathos and presentational strategies are used when speakers want to persuade their listeners by targeting their feelings and emotions.
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Rabab’ah, Ghaleb, Lydia Idir, and Sharif Alghazo. "Persuasive appeals in Jordanian and Algerian telecommunication television commercials." Open Linguistics 6, no. 1 (July 2, 2020): 307–21. http://dx.doi.org/10.1515/opli-2020-0021.
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AbstractThe present study seeks to explore the link between persuasion and advertising by examining the persuasive appeals used by telecommunication companies in Jordanian and Algerian television commercials. To this end, 12 television advertisements (six from Jordan and six from Algeria) were randomly selected from YouTube. The data were analysed based on previous categorisations of persuasive appeals. The findings revealed that both groups of advertisements adopted various appeals to persuade their target audience to purchase products and experience their services, and that the most widely used appeals were play on words, brand, celebrity and music appeals. These findings provide insights into the value of understanding how persuasion is used in media discourse and in different linguistic and cultural milieus.
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Coleman, Joyce, and Elisabeth Sekyi-Whyte. "MANIPULATION AS A MARKETING STRATEGY: A CRITICAL DISCOURSE ANALYSIS OF BILLBOARDS IN GHANA." MALAYSIAN E COMMERCE JOURNAL 6, no. 2 (2022): 96–100. http://dx.doi.org/10.26480/mecj.02.2022.96.100.
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The discourse of advertising has provided a fertile ground for scholars with keen interest in the effects persuasive rhetoric has on both the emotional and the psychological dispositions of people. This study focused on one particular type of advertisement, the billboard advertisement. The aim of the study is two-fold: first, to explore the linguistic and nonlinguistic devices used as persuasive artifacts in billboard advertisements; and second, to find out how ideology was projected by the billboard advertisements. The study is qualitative research. Data collection was done in the Cape Coast metropolis. A total of fifteen billboards were collected. Of these, five were sampled for analysis. The sample was a mixture of billboards that advertised institutions, services, products, or people. The analysis reveals that linguistic devices such as nominals, participles, etc., images, and multiple colours are employed in billboard advertisements to persuade consumers to patronize some product or service. Secondly, billboard advertisements make use of the technique of positive self-representation and negative other-representation in an attempt to manipulate the perceptions of their target consumers. Significantly, the study contributes to existing scholarship on the discourse of manipulation.
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Kim, Sunny Jung, and Jeffrey T. Hancock. "How Advertorials Deactivate Advertising Schema: MTurk-Based Experiments to Examine Persuasion Tactics and Outcomes in Health Advertisements." Communication Research 44, no. 7 (April 25, 2016): 1019–45. http://dx.doi.org/10.1177/0093650216644017.
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Advertorials—advertisements camouflaged as editorial material—are a pervasive advertising strategy. Presentational features of advertorials, such as a small or omitted advertisement label and useful information presented in an editorial format prior to promoting a product, are likely to give impressions to readers that the reading material is a useful resource rather than advertising material. We examined the cognitive and persuasive effects of health product–related advertorials based on a schema-laden information processing model framework. Study 1 ( n = 337) found that advertorials were less likely to trigger advertising schema, especially consumer awareness of persuasive intent. Study 2 ( n = 336) found that the structure presenting useful information before advertising a related product decreased consumer skepticism. Overall, readers exhibited more positive attitudes toward advertorials than they did toward traditional advertisements due to decreased awareness of persuasive intent (Study 1) and advertorials’ structure (Study 2), which, in turn, increased willingness to purchase advertised products.
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Torto, Richard T. "Aristotelian Rhetorical Theory as a Framework for Analyzing Advertising Texts in the Print Media in Ghana." Theory and Practice in Language Studies 10, no. 3 (March 1, 2020): 269. http://dx.doi.org/10.17507/tpls.1003.02.
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Advertisements are fashioned in diverse forms, but in most of them, language is absolutely essential. Although visual images, graphic and color designs and other techniques constitute aspects of print advertising, it is the language of the advertisement that enables consumers to identify a product and remember it. Indeed, language has a powerful influence on readers and their behavioral patterns. The English Language is employed in the print media in Ghana as a means of communicating information about goods and services with the goal of persuading the consuming public to take purchasing decisions. In the current article, I applied Aristotle’s Rhetorical Theory to the analysis of persuasive elements in the English used in advertisements in Ghanaian newspapers. The qualitative research design was employed in the study as the corpus was solely from written documents. The findings of the study demonstrated that copywriters in the Ghanaian print media employed Aristotle’s three artistic proofs, namely, logos, pathos and ethos in the English of advertisements for persuasive effect.
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Dwikesumasari, Phima Ruthia, Maurisia Putri Permatasari, and Damar Kristanto. "SOCIAL MEDIA ADVERTISING ASSISTANCE WITH PERSUASION CONCEPT – ELABORATION LIKELIHOOD MODEL (ELM) FOR SMES IN SURABAYA." Darmabakti Cendekia: Journal of Community Service and Engagements 3, no. 2 (November 10, 2021): 66. http://dx.doi.org/10.20473/dc.v3.i2.2021.66-70.
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Background: Along with the development of digital media tools, the direction of marketing shifts from conventional to social media-oriented. However, this is not easily conducted by SME business circles. Many of them do not have high literacy, do not have IT coding skills. In addition, capitalizing as well as maintaining a website are costly for them. This fact encourages the SMEs to look at another opportunity, namely the use of social media. However, it proves that these SMEs have not utilized the use of social media with persuasive advertisements. Objective: This community service activity purposes to assist the SMEs in Surabaya creating their social media advertisements using the persuasion concept-elaboration likelihood model (ELM) to solve the problems in marketing. Methods: The methods used are (1) discussion; (2) training and assisting in making advertisements; (4) evaluating/monitoring. As a result of this community service activity, the SMEs that have been assisted are able to create persuasive social media advertisements and can improve their marketing performance. Results: These MSME owners are able to create advertisements using the ELM method and determine the performance of these advertisements. Conclusion: SME owners can create advertisements using the ELM method during the training period, conduct independent evaluations of advertisements, the sales performance of these SMEs tends to increase compared to the previous by creating advertisements using the ELM method, practical modules are provided so that making advertisements using same method can be practiced for current and future needs.
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Patpong, Pattama. "Thai persuasive discourse: a systemic functional approach to an analysis of amulet advertisements." Revista Alicantina de Estudios Ingleses, no. 22 (November 15, 2009): 195. http://dx.doi.org/10.14198/raei.2009.22.13.
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Advertisements, as a distinct register or text type, are characterized by particular patterns of language with underlying meaning of purchasing a promoted product (Toolan, 1988). Thus advertisement is a good example of the creative use of persuasive strategies which can be illustrated through language. This study aims to explore amulet advertisements as examples of persuasive discourse widely found in Thailand. In the Thai context, the advertising of amulets and Buddha images seem prevalent in a wide range of printed media – leaflets, newspapers, magazines, and books. Data for this paper are drawn from three amulet advertisements (collected from March 2005 to March 2007). All of them are taken from Thailand’s best selling printed newspaper – Thairath. The linguistic framework used in this study is Systemic Functional Linguistics, initially developed by Michael A. K. Halliday. Two key aspects of SFL are analysed – context and lexicogrammar strata. Based on the Thai context, three contextual values – field, tenor, and mode are discussed. In terms of lexicogrammatical analysis, the study will focus on an exploration of three metafunctions – textual, interpersonal, and experiential.
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Patria Yulida Augustine and Gita Juniarti. "Analisis Ideologi Ibuisme pada Konten Iklan Susu Anak." SOSIOHUMANIORA: Jurnal Ilmiah Ilmu Sosial Dan Humaniora 8, no. 1 (February 7, 2022): 11–23. http://dx.doi.org/10.30738/sosio.v8i1.11689.
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Advertising aims to convey a persuasive message so that the audience buys the products offered. Besides, it also contains implied ideology. The ideology is conveyed implicitly with visuals and words in the advertisement. This study aimed to examine the ideology implied in the five advertisements for children's milk broadcast on television. This research used the content analysis research method. The population was children's milk advertisements broadcast on television. The samples were the five advertisements for children's milk that were consumed the most in 2020, i.e. Enfagrow, Pediasure, Chil Kid Morinaga, Nestle Lactogrow, and SGM. The units studied were physical, syntactic, and thematic units. The study results showed that the advertisements for children's milk contain an implied ideology. The ideology was motherism ideology, where a mother is fully responsible for family integrity and domestic work. This was shown from the most dominant vocabulary that appeared in the advertisement, explanation of the milk, the role that is dominated by the mother, and scenes that occur in the advertisement. Some advertisements showed father figures and citizens as extras. However, the mother role who made milk in kitchen, and was responsible for the ideas initiated by her child, showed the motherism ideology implicitly.
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McAlister, Anna R., and Danielle Bargh. "Dissuasion: the Elaboration Likelihood Model and young children." Young Consumers 17, no. 3 (August 15, 2016): 210–25. http://dx.doi.org/10.1108/yc-02-2016-00580.
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Purpose The Elaboration Likelihood Model (ELM) proposes two routes to persuasion – the central route (persuasion occurs via information) and the peripheral route (persuasion occurs via visual cues, attractive actors and other source characteristics). The central route is typically used for high-involvement decisions and the peripheral route is used in low involvement situations. The ELM has received extensive support when tested with adults; however, its ability to explain young children’s responses to persuasive communications has not been fully tested. Hence, the purpose of this research is to assess whether the standard tenets of the ELM apply to children’s processing of persuasive messages. Design/methodology/approach This study involved 84 preschool children, ages three to six. It used a 2 (involvement) × 2 (argument strength) × 2 (source attractiveness) design to test children’s responsiveness to advertisements for a novel breakfast cereal. Findings The findings suggest that children are naturally inclined to be persuaded by advertising messages, regardless of their level of involvement. It is the weak arguments and weak peripheral cues that dissuade children who are highly involved with a message. Originality/value This research makes an original contribution to the existing literature by testing the extent to which the ELM applies to children’s processing of persuasive advertisements. The finding that weak peripherals dissuade children from believing an ad’s message has strong implications for advertising practitioners.
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Chebat, Jean-Charles, Claire Gélinas-Chebat, and Suzie Dorais. "Missing Information Can Be More Persuasive." Psychological Reports 92, no. 3_suppl (June 2003): 1043–52. http://dx.doi.org/10.2466/pr0.2003.92.3c.1043.
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A 2 ×2 experiment (low/high self-relevance and complete/incomplete information about an advertised service) was designed to test a set of hypotheses related to inference-making from advertisements providing no information on the uses of the advertised service. Findings show that under high self-relevance conditions, viewers have more positive attitudes toward the advertisements mentioning no use at all of the advertised service, whereas under low self-relevance conditions, viewers have more positive attitudes toward the advertisements mentioning all the possible uses of the advertised service. Similar relations are found for the attitudes toward the service. The absence of specific uses allows the viewers to complement the missing information with their own relevant information.
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Al-Saedi, Abdulhussein Juhi Mozan, and Dr Kareem Meshat Zalaf Al-Moussawi. "THE METHODS OF PERSUASION USED IN EMARKETING ADVERTISEMENTS AND THEIR REFLECTION ON THE PURCHASING BEHAVIOUR OF IRAQI YOUTH: A FIELD STUDY." INTERNATIONAL JOURNAL OF RESEARCH IN SOCIAL SCIENCES & HUMANITIES 12, no. 04 (2022): 101–16. http://dx.doi.org/10.37648/ijrssh.v12i04.007.
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Scientists consider that the appeal to the mind is the mental criterion for persuasion, which is the strongest and most influential, followed by the appeal to the heart, which represents the symbol of emotion, in the persuasive process. The Iraqi (field study) with several sub-questions, to achieve several research goals, based on the theory oriented to the research, which is (the theory of media persuasion), which we see as the most appropriate theory for the problem of this research, its questions and objectives, based on the intellectual heritage represented by the methods of persuasion in electronic advertisements and their reflection on young consumers. The method used is the survey method, as it is one of the most appropriate approaches to media studies, and is consistent with the topic, problem and objectives of the research based on the analytical descriptive approach, as well as the questionnaire tool for all data and information related to the field study of the research sample represented by the Iraqi youth in the Iraqi governorates (Baghdad, Nineveh and Basra) and the adult Their number is (668) researched. The study reached several results, including the following: Determining goals was one of the most important methods of persuasion used in electronic advertisements in Iraqi commercial sites. The polarization model occupied the forefront of the persuasion models used in electronic advertisements, because this model plays a positive role in persuading young consumers and urging them to make a purchase decision. Among the most important principles of persuasive design in electronic advertising is simplicity and clarity The most important recommendations that came out of this study are as follows: Highlighting the characteristics and advantages of the product in terms of quality and efficiency, as well as focusing on the commercial relationship, facility, price and warranty in order to urge young people to make a purchase decision. The electronic advertisements in the Iraqi commercial sites focused on advertising communication, but they neglected electronic sales, and the delivery service, which is among the pillars of delivery. The necessity of paying attention to persuasive methods in electronic
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Br. Sembiring, Yenny Lestari, Berlin Sibarani, and Lince Sihombing. "LANGUAGE CHARACTERISTICS OF BEAUTY PRODUCT ADVERTISEMENTS." LINGUISTIK TERAPAN 17, no. 1 (September 4, 2020): 80. http://dx.doi.org/10.24114/lt.v17i1.19769.
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The objectives of this study are to describe the linguistics characteristics of beauty product advertisements, to investigate the influence of buyer behaviors towards the beauty products advertisements. The data for the study were phrases, and sentences drawn from selected beauty products advertisemets. The linguistics characteristics of language are analysed based on Chaer theory and the influence of the consumer behaviors is based on Rapp and Collins theory. The results showed that (1) Based on the sentence,which is devided into(a) naturalness and unnatural (b) Number of sentence forming clauses (c) active and passive sentence. (2) based on phrase, which is divided into (a) basic phrase and derivative phrase, (b) phrase function,which divided into nominal phrase, verbal phrase, adjective phrase, and prepositional phrase.(3) Based on language functionm which divided into (a) evocative, informative, persuasive and powered language. Based on the result of study, it can be seen that the number of no advertisement factors presentations on on consumer buying behavior was 62,6 %, while the advertising language factors was only 37,4 %. This means that the language of beauty product advertising does not have a strong relationship with consumer buying behavior. The language is only able to trigger consumer to look for more detailed explanation and find more information from more trusted sources. Therefore, the language of advertising has a relationship that is not strong and indirect with buying behavior by consumers. Keywords: Linguistic Characteristics, Consumer Behavior, Beauty Products, Advertisement.
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Lo, Steven Ka Ho, Billy Yin Sing O, and Jimmy Chun Yu Louie. "Food and beverage advertising in Hong Kong mass transit railway stations." Public Health Nutrition 23, no. 14 (June 11, 2020): 2563–70. http://dx.doi.org/10.1017/s136898002000083x.
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AbstractObjectives:To examine the extent and characteristics of food and beverage (F&B) promotion in Hong Kong mass transit railway (MTR) stations in districts with different socioeconomic statuses (SES) and school density.Design:All advertisements located in the eight selected MTR stations were recorded by photographs or videos, and classified into F&B and non-F&B. The percentage of F&B advertisements and unhealthy F&B being promoted, and common persuasive marketing strategies used in F&B advertisements were compared between low v. high SES districts and school zones v. non-school zones.Setting:MTR stations in Hong Kong.Participants:Not applicable.Results:Of the 8064 advertisements documented, 861 (10·7 %) were F&B advertisements, promoting 1860 F&B items. More than half of the these were unhealthy foods. Stations in high SES districts or school zones tend to advertise more unhealthy items (high v. low SES: 55·8 v. 50·8 %, P = 0·049; school v. non-school: 60·8 v. 49·3 %, P < 0·001). More than one-third of the F&B advertisements recorded did not utilise any of those persuasive marketing techniques that were examined, and using models (13·9 %) or providing discounts (8·8 %) were the two most frequently used non-festival-related persuasive marketing strategies.Conclusions:Unhealthy F&B advertising in MTR stations is prevalent regardless of SES and school density, and persuasive marketing strategies were infrequently used. These suggest that a ban on unhealthy F&B advertising around schools or the use of persuasive marketing strategies alone would be ineffective in Hong Kong. To align with the recommendation from WHO, a universal ban of junk food advertising should be enacted.
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javaid, Sahar. "STUDY OF BILINGUAL ADVERTISEMENT STRATEGY IN LOCAL MARKING SCHEME." Advanced Humanities and Social Sciences 6, no. 2021 (2021): 1–10. http://dx.doi.org/10.21065/25205986.6.1.
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The present study “Study of bilingual advertisement strategy in local marking scheme” tends to explore the role of English in Pakistani Bilingual advertisements. Different persuasive techniques are used to attract both global and native consumers. Among other techniques, the technique of bilingualism has prominent position. In Pakistani media context national language Urdu is mixed with English to grab the attention of customers
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Walotek-Ściańska, Katarzyna. "Persuasion strategies in Polish advertisements addressed to young people." Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie 18, no. 1 (May 30, 2017): 0. http://dx.doi.org/10.5604/01.3001.0010.2886.
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The aim of the paper is to analyze the persuasive techniques used in the Polish advertisements addressed to children and youth. It describes the main and the most frequently used psychological mechanisms found in the persuasive acts intended for children and youth. I emphasize the precise analysis of the lifestyle and the hierarchy of needs in the target group is the factor determining the right choice of a persuasion strategy. I present examples of advertising campaigns that were the most memorable and were considered as exerting the strongest influence — according to the students I have worked with in focus groups. I point out that a contemporary young individual is a representative of the network generation, homo irretitus, a prosumer rather than a consumer, used to non-linear thinking, irritated by the amount of information, expecting fascinating stories and messages that stir emotions.
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Nchindila, Bernard M., and Richard T. Torto. "Persuasive Effect of Figures of Speech in the English of Advertisements in the Ghanaian Press." Theory and Practice in Language Studies 10, no. 5 (May 1, 2020): 492. http://dx.doi.org/10.17507/tpls.1005.03.
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Little is known about persuasive effects of figures of speech in the English of advertisements in Ghanaian press. In the current study, we focused on this persuasive effect of figures of speech in the English employed in advertisements in newspapers in Ghana. Since advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion, it is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Therefore, language plays an indispensable role in the transmission of the message. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. The study reported about in this article was underpinned by the Conventional Figurative Language Theory, utilizing the qualitative content analysis approach as the analytical framework. The findings revealed that copywriters of the Ghanaian newspapers employed English figures of speech (tropes and rhetorical figures) in advertisements for persuasive effect.
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Shah, Bahramand, Gohar Rahman, and Sana Hussan. "Comparison of the Persuasive Strategies in the Pakistani Print Media Advertisements of Various brands of Products: A Critical Discourse Analysis." Global Digital & Print Media Review V, no. I (March 30, 2022): 164–71. http://dx.doi.org/10.31703/gdpmr.2022(v-i).16.
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Advertisements promote their products using different persuasive strategies. They are artwork that also represents society, and its culture, and inculcate different new ideologies. This research study is an exploration of the persuasive strategies in the Pakistani advertisements of various brands of products. In addition, this research study also analyses how media and advertisements affect Pakistani society. For this study, five advertisements are chosen from Print media. To these advertisements, many things are related and could consider such as the playing field for the brand, regarding marketing, advertising, and consumers for which the advertisers have their own favoured linguistic expression. However, the current study uses the analytical paradigm of Critical Discourse Analysis (CDA) for the evaluation of different brand advertisements, discussed by Norman Fair Clough (1995). The analysis of selected advertisements shows how linguistic and Meta linguistic features combine and play a key role in terms of making advertisements attractive to give a maximum number of consumers to the brand.
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Križan, Agata. "The persuasive mechanism of monoglossic propositions in advertisments." Ars & Humanitas 14, no. 1 (June 23, 2020): 171–85. http://dx.doi.org/10.4312/ars.14.1.171-185.
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Bakhtin (1981, 427) does not regard bare assertions as simply neutral or factual, but as “undialogised” or “monoglossic”, and as such still not “free from subjective presencing of the speaker” (Thibault, 1997, 53). Based on such a view, in appraisal theory, monoglossic and heteroglossic propositions are defined as two discursive interpersonal choices for signalling the absence or presence of other voices within the category of engagement (Martin, White, 2005). Even though monoglossic propositions in advertisements apparently diminish their interpersonal and subjective value through undialogised positioning due to the absence of engagement elements, this value is nevertheless commonly increased by the highly evaluative nature of advertisements, which is often permeated by ideology. The paper identifies types of monoglossic propositions and investigates their evaluative charge in advertisements, which may contribute significantly to the overall persuasive rhetoric of advertisements, within the appraisal system (Martin, White, 2005).
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Meyers-Levy, Joan, and Prashant Malaviya. "Consumers' Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories." Journal of Marketing 63 (1999): 45. http://dx.doi.org/10.2307/1252100.
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Meyers-Levy, Joan, and Prashant Malaviya. "Consumers’ Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories." Journal of Marketing 63, no. 4_suppl1 (October 1999): 45–60. http://dx.doi.org/10.1177/00222429990634s106.
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Nettelhorst, Stephen, Laura Brannon, Angela Rose, and Whitney Whitaker. "Online viewers’ choices over advertisement number and duration." Journal of Research in Interactive Marketing 14, no. 2 (May 22, 2020): 215–38. http://dx.doi.org/10.1108/jrim-07-2019-0110.
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Purpose The purpose of this study is to investigate online viewers’ preferences concerning the number and duration of video advertisements to watch during commercial breaks. The goal of the investigations was to assess whether online viewers preferred watching a fewer number of advertisements with longer durations or a greater number of advertisements with shorter durations. Design/methodology/approach Two studies used experimental research designs to assess viewers’ preferences regarding advertisements. These designs used two independent variables and one dependent variable. The first independent variable manipulated the type of choice options given to online viewers (e.g. one 60 s or two 30 s advertisements). The second independent variable manipulated when the choice was given to online viewers (i.e. at the beginning of the viewing experience or in the middle of the experience). The dependent variable measured viewers’ choices concerning their preferred advertisement option. Findings The results across both studies found that participants made choices that minimized total advertisement exposure time when possible. When minimizing total exposure time was not possible, participants made choices that minimized the number of exposures instead. Originality/value These investigations extend the literature on advertisement choice by examining online viewers’ preferences about the format of their advertising experience rather than the content of the persuasive messages themselves. In addition, these investigations provide value by investigating viewers’ responses to stimuli within realistic online simulations rather than abstract hypotheticals.
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Dr. Saurabh Mishra, Priyanka Singh,. "Marketing Strategy Of Mixing Another Language In Adverts: Study of English Code-mixing and Code-switching In Indian Advertisements for Cold Drinks." Psychology and Education Journal 58, no. 1 (January 1, 2021): 2168–79. http://dx.doi.org/10.17762/pae.v58i1.1094.
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Code-mixing and code-switching are the marketing phenomenon researches have been working for around decades. While different types and their properties for code-mixing and code-switching have been well studied for most of the linguistic varieties as a marketing tool, very less is documented about how they are used as communicative and persuasive tool in advertisements. This analysis is an attempt to overcome with this gap by analyzing the level and describing the current phenomenon of English code-mixing and code-switching in Indian cold drink advertisements. It is noticed that the use of English codes in Hindi advertisements or even in few of complete English advertisements made specifically for Indian television is different from other genres of communication since they are creatively utilized to produce persuasive and convincing effects. The paper investigated the level of such mixing in Indian advertisements basically shown in Hindi speaking area, what kinds of English units are in use as well as certain other aspects related to English mixing which are employed as a persuasive device for the advertisements . English lexical mixing were found to be common English code-mixing elements, while simple sentences, out of all types of sentences, were the most frequent items appearing at the level of code-switching.
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GIABER, JAMAL MOHAMED, NOUR HAMMO, SAFA HRAIZ, DU’AA QADAN, RAHF ALNAMER, and SHAIKHA ALMAAMARI. "TRANSLATING HEADLINES IN PRINT BUSINESS ADVERTISEMENTS FROM ENGLISH INTO ARABIC IN UAE." Across Languages and Cultures 21, no. 1 (June 2020): 107–24. http://dx.doi.org/10.1556/084.2020.00006.
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Abstract:Business advertisements are multimodal consumer-oriented texts with persuasive functions. Advertisers create specific advertisements for marketing products/services in specific contexts. The headline in an advertisement is the main element as it attracts attention and summarizes the advertising message. Advertising relies on socio-cultural implications through visual and non-visual elements. When products/services are marketed in a new context with a different language, their advertisements are translated into that language. Because languages have different ways of encoding information, the success of a product/ service in a culturally different context depends on how its advertisement is translated. The structural and cultural differences between English and Arabic and the functional nature of headlines in English business advertisements seem to have direct bearing on how advertising headlines are rendered into Arabic. This study investigates the translation of advertising headlines from English into Arabic in the context of marketing products/services in UAE. The aim is to identify the techniques used in translating headlines and their implications for translation quality and to identify views of Arab customers over the acceptability of Arabic versions of advertising headlines. The study findings indicate that seven translation techniques are used and customers consider Arabic advertisements produced via function-oriented translation techniques more acceptable than translations produced via form-based techniques.
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Losi, Rizky Vita, Takkas Josua Bernardo, Todo F. B. Sibuea, and Rizki Ananda. "The Persuasive Techniques of Starbucks and Burger King Advertisements on Instagram Posts." International Journal of English and Applied Linguistics (IJEAL) 2, no. 2 (August 24, 2022): 313–24. http://dx.doi.org/10.47709/ijeal.v2i2.1676.
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This study aimed to describe the persuasive techniques of Starbucks and Burger King advertisements on Instagram posts. The categories of persuasive techniques were referred to as Lamb's theory (2014). By using the descriptive qualitative method, the researchers collected one hundred data on Starbucks and Burger King advertisements on Instagram posts. Then, the data were analyzed by classifying and interpreting them into correct categories. The result of the study showed that: 1) Fifty data were taken from Starbucks advertisements on Instagram posts by the distribution as follows: 3 data of Alliteration, 3 data of Connotation, 6 data of Colloquial Language, 5 data of Evidence, 4 data of Hyperbole, 9 data of Inclusive Language, 6 data of Imagery, 4 data of Pun, 4 data of Repetition, 4 data of Rhetorical Question and 2 data of Simile, 2) Fifty data were taken from Burger King advertisements on Instagram posts by the distribution as follow: 4 data of Connotation, 4 data of Colloquial Language, 5 data of Evidence, 4 data of Hyperbole, 5 data of Inclusive Language, 6 data of Imagery, 2 data of Metaphor, 3 data of Pun, 5 data of Repetition, 10 data of Rhetorical Question and 2 data of Simile. Starbucks dominantly used Inclusive Language in their advertisements, while Burger King dominantly used Rhetorical questions in their advertisements. Both of them chose different persuasive techniques to represent their products.
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Ramsay, Ian S., Marco C. Yzer, Monica Luciana, Kathleen D. Vohs, and Angus W. MacDonald. "Affective and Executive Network Processing Associated with Persuasive Antidrug Messages." Journal of Cognitive Neuroscience 25, no. 7 (July 2013): 1136–47. http://dx.doi.org/10.1162/jocn_a_00391.
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Previous research has highlighted brain regions associated with socioemotional processes in persuasive message encoding, whereas cognitive models of persuasion suggest that executive brain areas may also be important. The current study aimed to identify lateral prefrontal brain areas associated with persuasive message viewing and understand how activity in these executive regions might interact with activity in the amygdala and medial pFC. Seventy adolescents were scanned using fMRI while they watched 10 strongly convincing antidrug public service announcements (PSAs), 10 weakly convincing antidrug PSAs, and 10 advertisements (ads) unrelated to drugs. Antidrug PSAs compared with nondrug ads more strongly elicited arousal-related activity in the amygdala and medial pFC. Within antidrug PSAs, those that were prerated as strongly persuasive versus weakly persuasive showed significant differences in arousal-related activity in executive processing areas of the lateral pFC. In support of the notion that persuasiveness involves both affective and executive processes, functional connectivity analyses showed greater coactivation between the lateral pFC and amygdala during PSAs known to be strongly (vs. weakly) convincing. These findings demonstrate that persuasive messages elicit activation in brain regions responsible for both emotional arousal and executive control and represent a crucial step toward a better understanding of the neural processes responsible for persuasion and subsequent behavior change.
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Francis Otieno, Raphael. "Emotional Persuasive Techniques in Advertisements on the Coca-Cola Soft Drink Brand of the Coca-Cola Beverage Company." English Language Teaching and Linguistics Studies 3, no. 3 (October 23, 2021): p62. http://dx.doi.org/10.22158/eltls.v3n3p62.
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Advertising is a structured tool of marketing that is persuasive in nature. The persuasive nature of the language used in advertising is meant to boost patronage of a product, service or even an idea. Consumers’ emotions have a significant influence on purchase and consumption decisions for a wide variety of products including food products. This paper looks at the emotional persuasive techniques used in advertisements of the Coca-Cola soft drink brand of the Coca-Cola Beverage Company. Summative Content Analysis methods of data collection, interpretation and analysis have been used in this study. A sample of five (5) advertisements of the Coca-Cola soft drink brand were obtained from You Tube and analysed for their emotional content. The findings reveal that both lexico-grammatical devices and rhetorical devices are used as emotional appeal techniques in the advertisements. It is the advertising appeal that triggers emotion and grabs the consumers’ attention.
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Trivedi, Rohit, Thorsten Teichert, and Dirk Hardeck. "Effectiveness of pull-based print advertising with QR codes." European Journal of Marketing 54, no. 1 (December 12, 2019): 145–67. http://dx.doi.org/10.1108/ejm-06-2018-0383.
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Purpose Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement. Design/methodology/approach Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions. Findings QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category. Research limitations/implications The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement. Practical implications Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal. Originality/value This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.
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Reyes-Rincón, Javier Hernando, and Julia Marlén Baquero-Velásquez. "Contrast as a Persuasive Strategy in Social Advertising: A Case Study of 4 Advertisings." Matices en Lenguas Extranjeras, no. 13 (January 1, 2019): 229–49. http://dx.doi.org/10.15446/male.n13.89921.
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Social advertising, understood as a type of discourse, is characterized by the use of different persuasive strategies that are adopted on a regular basis for the construction of such discourse.The paper aims to present an analysis of some social advertisements where contrast is used as an expression strategy for the construction of persuasive discourse. The research was carried out from the analysis of 4 advertisements selected for their use of contrast as a persuasive strategy. In the advertisements analyzed, contrast appears in both verbal and nonverbal signs, that is, in the text and in the image. Based on such analysis, contrasting concepts are identified and placed in semiotic squares to perform the analysis. Results show that in this type of advertising there is an exhortative macro-act, consisting of two subparts, a request speech act and a commissive speech act, which is structured in a cause-consequence relationship. The structure of the commission act creates a threat and functions as an argument of the request speech act.
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Kamil Ali, Saba, and Rana H. Al-Bahrani. "A Cognitive Linguistic Study of the Persuasive/Attention Strategies Used in Selected American English E-Advertisements." Arab World English Journal 7, no. 1 (July 15, 2021): 279. http://dx.doi.org/10.24093/awej/call7.20.
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The present paper aims to examine the use of the persuasive rules in texts and images to determine the role of these visual modes in recalling or adding what they mention. Such a study helps set clearly which visual mode is much more convincing, the image or the text. Scholars generally agreed that the visual mode is more persuasive. However, such a statement is general as it does not state exactly which type of visual mode is more convincing. Accordingly, the research questions highlighted here are: What are the persuasive strategies invested in any of these two visual modes, texts and images? And, what is the role these visual modes play to enhance the sense of persuasion? To achieve the objectives, the researchers will adopt the cognitive linguistic theory of frame semantics by Fillmore (1995). Since the study is qualitative, the study’s data will be limited to four randomly selected American English advertisements posted on Facebook. Findings have revealed that the number of the evoked frame units is unlimited and subjective, reflecting, as a result, a person’s imagination power, his needs, and desires. The study has concluded that the visual, written text is more persuasive than the pictures and photos. The text reflects a bricolage of various persuasive strategies that help pull the attention. Besides, the images provided played a vital role, though secondary to the texts, supporting the textual information and flavor it realistically.
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Utama, A. A. Gde Satia, Rajesh Kumar Nair, Wan En Cheng, Daisy Mui Hung Kee, ZeXian Chen, Min Ru Cheng, ZiHang Cheng, and Shruti Talesara. "Influences of Advertisement on Buying Behaviour." International Journal of Accounting & Finance in Asia Pasific 4, no. 3 (October 20, 2021): 17–30. http://dx.doi.org/10.32535/ijafap.v4i3.1202.
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In this era of advanced technology, sellers are provided with different methods, platforms, and designs to prepare their advertisements. This study examines the ways advertisement influences consumer buying behavior in Malaysia and India. A total of 100 responses were collected from surveys to 51 Malaysian respondents and 49 Indian respondents from universities’ groups, personal friends, and families. The findings indicate that advertising is highly persuasive. Also, we identify that social media ad achieve the most affecting advertising channels. We have also identified the difference of view about the influences of advertisement before and after the pandemic.
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Coppock, Alexander, Donald P. Green, and Ethan Porter. "Does digital advertising affect vote choice? Evidence from a randomized field experiment." Research & Politics 9, no. 1 (January 2022): 205316802210769. http://dx.doi.org/10.1177/20531680221076901.
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Despite the increasing sums devoted to online political advertising, our understanding of the persuasive effects of such advertising is limited. We report the results of a ZIP code level randomized field experiment conducted over Facebook and Instagram during the 2018 U.S. midterm elections in Florida. The ads, produced by a Democratic-leaning political action committee, were designed to spur Democratic vote share and were seen more than 1.1 million times with over 100,000 full views. This wide saturation notwithstanding, we find that these advertisements had very small estimated effects on Democratic vote share at the precinct level (−0.04 percentage points, SE: 0.85 points). Our results underline the challenges of political persuasion via digital advertisements, particularly in competitive electoral contexts.
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Khedri, Mohsen, Eatidal Hasan, and Konstantinos Kritsis. "Rhetorical structure and persuasive features of advertising: An intercultural analysis of English and Arabic online advertisements." Russian Journal of Linguistics 26, no. 3 (September 30, 2022): 596–624. http://dx.doi.org/10.22363/2687-0088-24591.
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Nowadays, the bulk of e-commerce is carried out in English. At the same time, however, the emergence and growth of Arab e-commerce has attracted attention from e-commerce giants, such as AliBaba and Amazon. Acquiring a deeper understanding of culture-specific advertising practices is thus quickly becoming necessary for digital advertisers and marketers seeking to tap into both English- and Arabic-speaking consumer markets. Despite this, little has been written on online advertising discourse within the particular contexts. To address this, the present study reports on a pragmatic two-level rhetorical analysis of the macro-structure of the sub-genre of online advertisements in English and Arabic and focuses on the identification of the persuasive linguistic features employed to signal constituent moves. Drawing upon Swales’ move-step model of rhetorical analysis, the exploration of a comparable corpus of 100 online advertisements of skin care products per language introduced new layers in the rhetorical organisation of [online] advertisements. The results revealed that English and Arabic advertisements consisted of both common and culture-specific rhetorical moves. The persuasive strategies employed common lexico-grammatical features at syntactic, semantic, and discoursal level, albeit to a different extent. Overall, the results of this study illustrate that online advertisements of skin care products could be considered as a particular sub-genre with context-specific macro- and micro-structures. Through the investigation of the specific datasets, this study expands upon the existing analytical frameworks used for the study of advertising discourse and adds to the intercultural exploration of the rhetorical structures and persuasive strategies used in online advertisements.
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Mohd Jafar, Noor Hanan, Hamedi Mohd Adnan, and Rosliza Ahmad. "The Portrayal of Women in Persuasive Advertisement: Semiotic Analysis of Deeja Cosmetic TV Commercial." Jurnal Komunikasi: Malaysian Journal of Communication 38, no. 2 (June 29, 2022): 297–313. http://dx.doi.org/10.17576/jkmjc-2022-3802-18.
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The purpose of advertising is to effectively promote items or services so that people will buy them. Repetition of viewing to the advertisement for the desired product strengthens purchasing habits. However, advertisements frequently contain sexual and objectification of women. This study aims to analyse the ethical decision-making that occurs due to the information presented using the micro and macro text of beauty product commercials. Thus, this study employs a social semiotics model to comprehend emotional strategies and contentious images by examining the process, effects, and consequence of ethical judgment; they function as mechanisms for propagating specific social culture and ethical values. Despite several past research studies attempting to discover beauty products' ideology using social semiotic analysis, no significant progress has been made to explore the studies on local beauty products. Therefore, a semiotic analysis will be used to obtain the data, as it is the most effective way of comprehending how meaning is produced in text. This research exclusively focuses on how Deeja Cosmetic advertisements employ female portrayal and the specific creative strategies the advertisers utilise to persuade and control their customers. From the analysis, women were presented inferiorly relative to their personalities and roles. At the same time, the findings indicate advertisers portray women as an object of desire to persuade the audience for the brand recall. Keywords: Advertisement, ethics, women objectification, sex appeal, female figure.
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Yaghubyan, Marine. "EFFECTIVENESS OF THE LANGUAGE OF FAST FOOD ADVERTISEMENTS THROUGH J. BAUDRILLARD'S POSTMODERNISM." Armenian Folia Anglistika 18, no. 2 (26) (October 24, 2022): 85–96. http://dx.doi.org/10.46991/afa/2022.18.2.085.
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One of the dominant fields in the scope of advertising is Fast Food promotion. Junk food advertisements are viral on the Internet, television, billboards and among other types of advertisements. This has led to many people preferring it to other types of food. Several studies have also investigated the effects of junk food advertisements on people’s attitudes and preferences. Firstly, it creates some expectations which raise the desire to buy. Secondly, it associates purchase of these foods with some positive feelings such as satisfaction and happiness. Thirdly, it uses a certain entertaining dimension, thus, implying that purchase will boost a pleasant mood. Finally, people are not always conscious about the persuasive nature of advertising. In this connection, the present article aims to study how some linguistic techniques and devices in Fast Food advertisements call people for certain actions (purchase) and make these advertisements effective. The linguistic analysis of all advertisements carried out in the research mainly focused on defining and characterizing the linguostylistic devices used in fast food advertising, taking into consideration specific language levels such as lexicon, phonology, stylistics and grammar. The analysis demonstrates that nearly every advertisement uses rhetorical figures not depending on the thematic domain they come from.
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Permatasari, Sonia Niken, and Made Frida Yulia. "An Analysis on the Language Style of the Utterances in Magnum Advertisements." LLT Journal: A Journal on Language and Language Teaching 16, no. 1 (December 21, 2016): 31–40. http://dx.doi.org/10.24071/llt.v16i1.280.
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The role of broadcasted advertisements is undeniably important for thecompanies to market their products. To convince the audience, advertisers have toconvey the persuasive message through the use of linguistic features. Those linguisticfeatures will influence the persuasion techniques used in advertisements and thepower relation which is built between the companies and the consumers.This study attempted to s olve two research problems related to the languagestyle of the utterances in Magnum advertisements. They were (1) What are thelinguistic features of Magnum advertisements? (2) What kind of power relation doesMagnum have upon consumers through the advertisements As an endeavor to solve those two problems, document analysis was employed in analyzing the transcript of the utterances in ten (10) Magnum advertisements. The first research problem was solved by categorizing the words or the sentencesinto some linguistic features of advertising language proposed by Grey (2008). Thesecond research problem was solved by interpreting the power relation in Magnumadvertisements based on Frenchs and Ravens theory (1959).From the obtained data, it was found that there were only a few linguisticfeatures which appeared in Magnum advertisements. The power relation betweenthe companies and the consumers could be defined easily because the utteranceswere clear enough. Furthermore, the simplicity of Magnum advertisements presentedMagnums special characteristics albeit the advertisers did not vary the languagestyle.DOI: https://doi.org/10.24071/llt.2013.160104
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Debevec, Kathleen. "Self-Referencing Measurement in Persuasive Communications." Psychological Reports 77, no. 3_suppl (December 1995): 1097–98. http://dx.doi.org/10.2466/pr0.1995.77.3f.1097.
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Scaled measures were developed through a two-stage data-collection procedure to assess the extent to which 158 undergraduate respondents engaged in self-referencing in response to advertising. Self-referent cognitive responses were used as a basis for devising scales that were both generalizable and directed at the executional elements of some advertisements.
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Cai, Yuanyuan, Li Pan, and Jiaxun He. "Self or Other: Compatibility Between Emotion and Message Referent." Social Behavior and Personality: an international journal 42, no. 9 (October 26, 2014): 1575–84. http://dx.doi.org/10.2224/sbp.2014.42.9.1575.
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We examined how compatibility between the self-/other-relatedness dimension of discrete emotion and the focal referent in advertisements (self or family) influence persuasive effect. We conducted 2 experiments and demonstrated that when respondents are primed with a self-related emotion (e.g., happiness, pride), an advertisement focused on self (vs. family) is more effective at producing a positive product attitude and in stimulating purchase intention. However, when respondents are primed with an other-related emotion (e.g., peacefulness, empathy), a message focused on family (vs. self) is more effective. Findings and theoretical and practical implications are discussed.
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Yoon, Sang-Hyeak, and So-Hyun Lee. "What Likeability Attributes Attract People to Watch Online Video Advertisements?" Electronics 11, no. 13 (June 23, 2022): 1960. http://dx.doi.org/10.3390/electronics11131960.
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As online video viewing increases, so does the size of the online video advertising market. However, it is challenging to create an advertising creative suitable for online video services. Advertising likeability helps to provide the strategies necessary for producing video advertisements that can facilitate consumer responsiveness and generate persuasive effects. Therefore, this study aimed to identify the likeability attributes of online video advertising content that increase online video advertisement views and to validate them with actual user data. To achieve this objective, this study applied a mixed-methods approach using two studies. The first study was an exploratory study in which users’ reviews on recently popular online video advertisements were analyzed through text mining, after which we identified key likeability attributes. We then conducted a focus group discussion method to measure the degree of video ads in each attribute. The second study was a confirmatory study, in which the key likeability attributes identified in the first study were verified empirically through an econometric model. As a result, we derived six likeability attributes of online video advertisements. The findings also highlight the effects of music, storytelling, influential people, and novel ideas on the number of views. Altogether, our study offers practical insights into which factors and identified likeability attributes enable effective online video advertisements.
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Saraf, Vikas, N. C. Jain, and Mahendra Singhai. "Children and Parents' Interest in TV Advertisements: Elucidating the Persuasive Intent of Advertisements." Indian Journal of Marketing 43, no. 7 (July 18, 2013): 30. http://dx.doi.org/10.17010/ijom/2013/v43/i7/34016.
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