Abstract
Advertising is a structured tool of marketing that is persuasive in nature. The persuasive nature of the language used in advertising is meant to boost patronage of a product, service or even an idea. Consumers’ emotions have a significant influence on purchase and consumption decisions for a wide variety of products including food products. This paper looks at the emotional persuasive techniques used in advertisements of the Coca-Cola soft drink brand of the Coca-Cola Beverage Company. Summative Content Analysis methods of data collection, interpretation and analysis have been used in this study. A sample of five (5) advertisements of the Coca-Cola soft drink brand were obtained from You Tube and analysed for their emotional content. The findings reveal that both lexico-grammatical devices and rhetorical devices are used as emotional appeal techniques in the advertisements. It is the advertising appeal that triggers emotion and grabs the consumers’ attention.
Highlights
Language as one of the major tools of thought communicates ideas, emotions and desires
This paper looks at the emotional persuasive techniques used in advertisements of the Coca-Cola soft drink brand of the Coca-Cola Beverage Company
The findings reveal that both lexico-grammatical devices and rhetorical devices are used as emotional appeal techniques in the advertisements
Summary
Language as one of the major tools of thought communicates ideas, emotions and desires. Kruti and Alan (2009) assert that persuasive advertising is intended to induce people to buy. Advertising employs persuasive techniques to catch the consumers’ interests and to persuade them to buy products. For this inducement to be maintained, the advertisement must persuade the prospective buyers to believe in the product or service and its benefits to them. It is the persuasive nature of the language used in the advertisement that the prospective consumer bases his choice on. It is the persuasive nature of the language used in the advertisement that the prospective consumer bases his choice on. Jones (1990, p. 237) describes advertising as an activity which “...increases people’s knowledge and changes people’s attitudes.”
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