Abstract:
This study examines the persuasive power of
illocutionary acts in electronic car advertisements, applying John Searle’s
Persuasive Strategies Theory. Illocutionary acts, such as asserting, promising,
and advising, are used in slogans to influence consumer behavior. The research
analyses a selection of electronic car advertisements, identifying the types of
illocutionary acts employed and their persuasive effects. To achieve the above
objectives, 4 electronic car advertisements were addressed which were selected
from the internet from March 2016 to April 2019. This study utilized mainly
qualitative data analyses. The findings demonstrate how advertisers leverage
illocutionary acts to create persuasive messages, build brand identity, and
drive consumer engagement. The study contributes to our understanding of the
role of language in advertising and provides insights for marketers seeking to
craft effective persuasive strategies. By applying Searle’s theory, this
research highlights the significance of illocutionary acts in shaping consumer
attitudes and behaviors in the context of electronic car advertisements.
Keywords: Illocutionary Acts, Persuasive, Slogans
DOI: www.doi.org/10.36349/tjllc.2024.v03i02.011
author/Sadiq Mohammed &
Abdullahi Abubakar
journal/Tasambo JLLC 3(2) | September 2024 |
