Modes of Persuasion for Women in English and Arabic Advertisements

Autor/inn/en	Yaseen, Maha S.; Sayyed, Sa'ida W.; Ibrahim, Hanan M.
Titel	Modes of Persuasion for Women in English and Arabic Advertisements
Quelle	In: Eurasian Journal of Applied Linguistics, 8 (2022) 2, S.180-190 (11 Seiten)Infoseite zur Zeitschrift PDF als Volltext kostenfreie Datei Verfügbarkeit
Zusatzinformation	ORCID (Yaseen, Maha S.) ORCID (Sayyed, Sa'ida W.) ORCID (Ibrahim, Hanan M.)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
Schlagwörter	Advertising; Persuasive Discourse; Periodicals; Arabic; Females; Contrastive Linguistics; Content Analysis; Language Usage; English; Marketing; Creativity; Retailing; Language Styles; Statistical Data; Social Influences; Cultural Influences; Figurative Language; Consumer Economics; Purchasing; Comparative Analysis; Arabs; Western Civilization; Philosophy; Phrase Structure; Discourse Analysis + Suchen Sie Ihr Suchwort? Werbung; Persuasion; Persuasive Kommunikation; Periodical; Journal; Zeitschrift; Fachzeitschrift; Periodikum; Arabisch; Weibliches Geschlecht; Linguistics; Kontrastive Linguistik; Inhaltsanalyse; Sprachgebrauch; English language; Englisch; Kreativität; Warenwirtschaft; Sprachstil; Sozialer Einfluss; Cultural influence; Kultureinfluss; Konsumökonomie; Beschaffungswesen; Kauf; Arab; Araber; Philosophie; Phrasenstruktur; Diskursanalyse
Abstract	This paper aims at exploring the different modes of persuasion used in English and Arabic advertisements that mainly address women. The research adopted a qualitative research design with the content analysis approach to prepare a study based on the modes like rhetoric, discourse analysis and persuasion strategies. The study hypothesized that language is a common factor and the content depends much upon the choice of words and phrases and their meaning. A total of fifty magazine advertisements (25 Arabic and 25 English) were randomly selected from different Arabic and English magazines which were published between the periods of September 2019 and March 2020. Findings The analysis suggests that both groups of magazine advertisements employed several modes of persuasion that prompt women to purchase their products and brands. With regards to Aristotle's modes of persuasion of ethos, pathos and logos, it was found that both English and Arabic ads used them most creatively to address the women products. The study implies that any rational mode that uses rhetoric or persuasive strategies depends on providing scientific arguments and statistical information. It also implies that persuasive strategies can be applied to women products within the social and cultural limitations by making use of lexical and figurative aspects of a language. (As Provided).
Anmerkungen	Eurasian Journal of Applied Linguistics. Canakkale Onsekiz Mart University, Anafartalar Campus Faculty of Education Department of Foreign Language Education, Canakkale 07100, Turkey. e-mail: editor@ejal.info; Website: https://ejal.info/
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01