Examining Speech Acts in Jordanian Advertising Pragmatic Functions, Linguistic Features, and Rhetorical Devices

This qualitative study aims to investigate the persuasive speech acts used by Jordanian advertisers in fashion, food, and technology print advertisements. The selected advertisements were transcribed and analyzed using NVivo. Commercial speech acts were classified using Searle’s (1979) taxonomy of a...

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Vydané v:Journal of ethnic and cultural studies Ročník 10; číslo 5; s. 212 - 223
Hlavný autor: Rababah, Luqman
Médium: Journal Article
Jazyk:English
Vydavateľské údaje: Istanbul Hasan Aydin 19.12.2023
Yildiz Technical University
Predmet:
Advertisements
Advertising
Brand loyalty
Classification
Communication
Consumer goods
Consumers
Cultural differences
Cultural factors
Culture
Customers
Data Analysis
Decision making
Directives
Emotions
Informed consent
Language
Linguistics
Literature reviews
Marketing
Metaphor
Original Manuscript
Power
Pragmatics
Qualitative research
Quality
Researcher subject relations
Rhetorical figures
Speech
Speech acts
Taxonomy
Technology
Television advertising
ISSN:2149-1291, 2149-1291
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Abstract This qualitative study aims to investigate the persuasive speech acts used by Jordanian advertisers in fashion, food, and technology print advertisements. The selected advertisements were transcribed and analyzed using NVivo. Commercial speech acts were classified using Searle’s (1979) taxonomy of assertives, directives, commissives, expressives, and declaratives. The researcher took care to obtain the participants' informed consent and kept subject data confidential and anonymous. The evaluation of Jordanian advertising speech activities and the linguistic and cultural influences exerted upon them was conducted using tables and narratives. The findings of this research emphasize the diverse advertising strategies employed by Jordanian organizations. It was determined that directives, statements, and demands were the three most prevalent categories of speech acts in Jordanian advertising. These methods of communication were utilized to advocate for particular client actions, to make claims about the quality of the product being sold, and to guarantee certain outcomes for buyers. The study also revealed that Jordanian businesses frequently employ hyperbole, metaphor, and rhetorical queries in their marketing communications in order to make their products or services appear more desirable to potential consumers.
AbstractList This qualitative study aims to investigate the persuasive speech acts used by Jordanian advertisers in fashion, food, and technology print advertisements. The selected advertisements were transcribed and analyzed using NVivo. Commercial speech acts were classified using Searle’s (1979) taxonomy of assertives, directives, commissives, expressives, and declaratives. The researcher took care to obtain the participants' informed consent and kept subject data confidential and anonymous. The evaluation of Jordanian advertising speech activities and the linguistic and cultural influences exerted upon them was conducted using tables and narratives. The findings of this research emphasize the diverse advertising strategies employed by Jordanian organizations. It was determined that directives, statements, and demands were the three most prevalent categories of speech acts in Jordanian advertising. These methods of communication were utilized to advocate for particular client actions, to make claims about the quality of the product being sold, and to guarantee certain outcomes for buyers. The study also revealed that Jordanian businesses frequently employ hyperbole, metaphor, and rhetorical queries in their marketing communications in order to make their products or services appear more desirable to potential consumers.
Author Rababah, Luqman
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Cites_doi 10.2501/S0265048710201336
10.1016/j.jwb.2010.11.002
10.1016/j.pragma.2013.10.004
10.1017/CBO9780511609213
10.1016/j.sbspro.2013.01.083
10.17507/tpls.1305.17
10.1016/j.sbspro.2015.06.033
10.1080/00913367.1989.10673150
10.4324/9780080495439
10.1017/CBO9781139173438
10.5296/ijl.v11i1.14261
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SubjectTerms Advertisements
Advertising
Brand loyalty
Classification
Communication
Consumer goods
Consumers
Cultural differences
Cultural factors
Culture
Customers
Data Analysis
Decision making
Directives
Emotions
Informed consent
Language
Linguistics
Literature reviews
Marketing
Metaphor
Original Manuscript
Power
Pragmatics
Qualitative research
Quality
Researcher subject relations
Rhetorical figures
Speech
Speech acts
Taxonomy
Technology
Television advertising
Subtitle Pragmatic Functions, Linguistic Features, and Rhetorical Devices
Title Examining Speech Acts in Jordanian Advertising
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