A STYLISTIC ANALYSIS OF ADVERTISING DISCOURSE: A CASE STUDY OF FACEBOOK COMMERCIAL ADVERTISEMENT

Abstract

The present study investigates the notion of advertising discourse in Iraqi Facebook. It attempts to answer the following interrogations: What is the way in which certain advertisements persuade customers to be dealt with rather than dealing with other competing products? How can they appear as positive and emphasize the superiority of the product. The aim of such research is to identify certain linguistic features used by the advertisers that create a special style for them. It also aim to pinpoint the power locations that characterize certain Ads as having superior qualities. To achieve this aim, the study proposes several hypotheses. It is hypothesized that the advertisement makers play on the string of the quality and quantity of offers to appear more superior to other competing companies. The advertisement tries to create an idealized world in the mind of the beholder to be more persuasive. These hypotheses are verified via the use of Jeffries (2010) model that analysis the style in different levels that are prioritizing, listing, naming and describing, and implying and assuming. It has been concluded that it is real in saying that ads maker plays on the string of quality and quantity of the offers to appear more superior to other competitors and try to create that idealized world in the minds of the beholders.

Authors

Bushra Ni’ma Rashid

Keywords

Stylistics, advertisement, prioritization, listing, naming and describing, implying and assuming.

Publication Information

Volume

10

Issue

77

Year

2023

Language

Turkish

Status

Published

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0

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0

DOI

10.17121/ressjournal.3338

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