A Multi-Modal Study of Persuasive Strategies in Native and Non-Native School Advertisements

Abstract

The current study investigates how private schools target native and non-native English speakers through YouTube advertisements using a multi-modal discourse analysis approach. The study examines persuasive strategies, how ads appeal to viewers, and influence decision making in native and non-native private school ads. Native school ads may emphasize communicating in English, prestige of private school, and high academic standards. Non-native ads may emphasize diversity of students and resources for learners.Native school ads may use formal, dramatic language while non-native ads use inclusive, accessible language. Ads reflect assumptions about language, education, values and status - native schools emphasize fluency, non-native emphasize inclusive learning. Ads use humor and emotion differently - native ads use culture-specific humor while non-native appeals to shared values like diversity. The study analyzed ads using models from Kress and van Leeuwen(2006), and Halliday(1979) then draw conclusions that verify the hypothesis. Both ad types aim to present a nurturing school but native ads use clearer language while non-native use aspirational, indirect language. Native ads value honesty, respect, collaboration while non-native value inclusiveness, diversity, cultural diversity. The study concludes that ads have similar visual, textual strategies but values and language use varies based on native or non-native audience.