Persuasive appeals in Jordanian and Algerian telecommunication television commercials

Bibliographic Data

ID21239780
AuthorsGhaleb Rabab''Ah (0000-0003-1804-5859, University of Jordan, corresponding author), Ghaleb Rabab’ah (Department of English, The University of Jordan Deanship of Academic Research, The University of Jordan , Post Office box 13665 , Amman 11942 , Jordan), Lydia Idir (University of Jordan), Sharif Alghazo (0000-0002-8163-283X, University of Jordan)
Year2020
Volume6
Issue1
Pages307-321
Publication date2020-07-02
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueOpen Linguistics (JOURNAL)
Journal identifiersISSN: 2300-9969 • E-ISSN: 2300-9969
PublisherWalter de Gruyter GmbH (PUBLISHER • DE)
DOI10.1515/opli-2020-0021
OpenAlexW3041493800
LanguageEN
Citations received7
References cited16

The 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

Advertising · Business · Persuasion · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Communication and Language · Digital Marketing and Social Media · Psychology · Social Psychology

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