Persuasive Intent Research Articles

중국의 비즈니스 광고와 공익 광고의 동성체계(Transitivity) 연구

Objectives The purpose of this paper is to compare the transitivity of business advertising language and public service advertising language in China from the perspective of Systemic Functional Linguistics. Business advertising is a genre that aims to persuade consumers and is highly embedded with consumer sensibilities, while public service advertising is a genre that best reflects the social concerns and changes of an era or country.
 Methods According to SFL, there are six types of Process Types in the transitivity: material process, mental process, relational process, existential process, behavioral process, and verbal process. By analyzing Chinese advertising language according to the differences in process types, we can identify the characteristics of business advertising, the characteristics of public service advertising, the differences between business advertising and public service advertising, and the changes in the transitivity at the level of Chinese-Korean translation. Our findings on these issues are as follows.
 Results First, business advertising is characterized by a large number of material and mental processes. In particular, mental processes are more prevalent in advertising for alcohol, beverages, and food products. Due to the nature of the industry, advertising for alcohol, beverages, and food products mainly use the senses of sight and taste to recommend products to the audience. This is likely due to the fact that business advertisements use concise language to arouse consumers' desire to buy and generate profits for companies. Second, unlike the high use of mental processes in business advertising, they are very low in public service advertising, and material processes are most prevalent in public service advertising. The prevalence of material processes in public service advertising is likely due to the fact that they are related to the interests of the people as a whole and emphasize the communication purpose of persuasion and appeal to gain the cooperation of the general public. Third, we also examined the changes in the transitivity during the translation process from Chinese to Korean. By comparing the transitivity of the original and translated advertising, we found three types of changes: addition, reduction, and conversion. Through the presentation of major cases of translation variation, we examined the characteristics of each variation and the reasons for its occurrence.
 Conclusions The systematic functional linguistic characteristics of Chinese advertising derived from the above analyses would help readers to understand the characteristics of Chinese advertising language, and may also be helpful for those who study Chinese advertising language, develop Chinese slogans, or teach Chinese slogans.

An eye-tracking study to examine the impacts of happy versus sad program-induced moods on brand attitude: the moderating role of advertising disclosure

This study uses eye-tracking technology to examine how television program-induced moods (sad vs. neutral vs. happy) affect viewers’ attitudinal responses to brand placement and whether an advertising disclosure can moderate these effects. The respondents (N = 243) were exposed to an episode of a popular television series in which a brand was placed in a happy, sad, or neutral context, and the episode was either preceded by an advertising disclosure or not. The results showed that program-induced moods (happy vs. neutral vs. sad) had positive effects on brand attitude in the non-disclosed condition, whereas program-induced moods (happy vs. neutral/sad) had negative effects on brand attitude in the disclosed condition. Moreover, the mediating roles of viewers’ attention allocation and activation of persuasion knowledge were significant only in the disclosed condition. These findings provide guidelines for firms in employing appropriate valences of placement contexts to promote brands and point to implications for policymakers in disclosing the persuasive intent of brand placement.

Low‐ripple high‐efficiency AC‐DC rectifier with auxiliary compensator for hydrogen production

AbstractIn hydrogen production, AC‐DC rectifiers must provide a high current and low voltage to the production load. This paper focuses on the efficient performance and elimination of the output ripple in these AC‐DC rectifiers. Unfortunately, efforts to reduce the current ripple often lead to lower efficiency, causing a contradiction. To address this issue, a low‐ripple high‐efficiency AC‐DC rectifier with an auxiliary compensator is proposed in this paper. The proposed rectifier can maximise efficiency while eliminating the current ripple, including the switching ripple and low‐frequency ripple. By incorporating a rectifier‐chopper and a buck circuit with a series‐connected capacitor, the auxiliary compensator, the solution provides an additional flow path for the current ripple at the rectifier output, successfully preventing the ripple from being output to the load. This paper offers a thorough exposition regarding the causative factors and sources of the switching and low‐frequency ripple. Furthermore, a detailed explication of the operating principle of the proposed rectifier system is provided. The losses and costs associated with auxiliary compensators are then analysed for persuasive purposes. Finally, simulation and experimental results verify the feasibility and superiority of the proposed rectifier.

A Study on the Persuasive Function of Metadiscourse in Hotel Responses to Negative Reviews on TripAdvisor

With the flourishing of tourism, more and more travelers tend to look at reviews on travel websites before booking accommodations. To minimize the possible unfavorable influence generated by negative reviews on websites, hotels tend to provide persuasive responses to negative reviews. Metadiscourse resource, as a linguistic resource, can be possibly used for such persuasive purpose in hotel responses to negative reviews. Taking TripAdvisor, one popular global travel website based in America, as an example, the present study explores the types of metadiscourse used in hotel responses to negative reviews and their role in achieving specific persuasive goals. 200 English responses to negative reviews from 50 hotels at the top five destinations were collected and analyzed. Metadiscourse markers were identified and located with the help of AntConc 3.5.9 (Windows) 2020 and Microsoft Word. The results show that nine types of metadiscourse resources are used in hotel responses to negative reviews on TripAdvisor, and interactional metadiscourse markers are more frequently adopted than interactive ones. Furthermore, it is found that metadiscourse markers can help achieve persuasive goals such as restoring the damaged reputation, winning trust, and enhancing rapport. This research complements the study on metadiscourse by looking at it in the genre of review response and explores the practicality of Aristotle’s three rhetorical means of persuasion in explaining the persuasive functions in business discourse. Hopefully, this study will spire hotels to take advantage of different types of metadiscourse resources in their attempt to achieve persuasive goals in their responses to negative reviews.

The influence of frontline employee self‐disclosure about products in a retail store on customer trust in the retailer in the context of service encounters

AbstractThe current research investigates how customers respond to self‐disclosure by frontline employees in the service encounter context of retailing. Three scenario‐based experiments demonstrate that self‐disclosure by frontline employees related to the promoted products in a retail store has a beneficial impact on the trust which customers feel in the store. This effect is mediated by both perceived employee effort and intimacy toward employees. However, this self‐disclosure effect is mitigated when customers perceive strong persuasive intent via persuasive attempts by employees. From a practical viewpoint, our investigations offer applicable tactics for producing desired outcomes regarding relational benefits (i.e., trust) during service encounters.

#Sponsored: Understanding the Boundary Conditions of Resistance Coping Activation in Influencer Advertising

Influencer advertising has sparked controversy among both consumers and regulators, in that influencer advertising’s very effectiveness is built on deceit, because consumers are often unaware of the persuasive intent. Empirical evidence on influencer advertising is built largely on the premise that disclosure will activate consumers’ reactance, as consumers will recognize the persuasive intent. Using a mixed-method approach (focus groups and survey), we contribute to the growing body of research on influencer advertising by demonstrating the role of three important boundary conditions in the relationship between knowledge of persuasive intent and activation of “resistant coping” mechanisms: trust, overconfidence, and transparency. Based on our focus-group results, we propose that two groups of outcome variables need further research attention: (1) consumers’ moral and affective advertising literacy and (2) other individual-level psychological outcomes, such as cognitive dissonance and reduced control over one’s time and productivity. In our further empirical test, we focus more specifically on perceptions of moral appropriateness of advertising, and we illustrate its importance for understanding how influencer advertising works.

The Aristotelian Rhetorical Theory: A Framework for Analyzing Pakistani Beauty Products Advertising

Advertising is one of the most basic forms of communication through media. Persuasion is one of the primary purposes of advertising. Customers are persuaded to buy products by advertising using different persuasive techniques. Both men and women increasingly rely on beauty products to look beautiful and have attractive spouses. Advertisements use rhetorical devices to persuade their viewers. Advertisements use language to achieve the purpose of persuasion. This paper analyzes advertising language considering Aristotle's rhetorical theory. The three primary persuasive means are logos (logical appeal), pathos (emotional appeal), and ethos (ethical appeal). We examined these three methods in this paper in terms of how they are used to persuade consumers, and how they are perceived by them. In order to determine how Pakistani media utilizes Aristotle's three means of persuasion in television advertisements, researchers studied beauty advertisements in Pakistani media for three months. There is a great deal of emphasis placed on persuasion in Pakistani advertising. Although Aristotle's rhetoric theory was presented over 2000 years ago, it has proven to be highly effective in persuasion today.

When the Medium Is the Message: A Meta-Analysis of Creative Media Advertising Effects

Creative media advertising is a specific type of unconventional advertising in which a regular physical object serves as a medium to carry an advertising message. To better understand the workings of this type of advertising, we conducted a meta-analysis. In this study, we explore the direct effects of creative media advertising, several moderators, and the possible underlying mechanisms. The results show that exposure to creative (versus traditional) media advertising has an overall positive effect on brand association strength and persuasion (i.e., ad attitude, brand attitude, purchase intentions, and electronic word of mouth [eWOM]). Both these effects are moderated by metaphor use, meaning that the effects are stronger when the physical object is a good metaphor for the message it carries. Furthermore, indirect (e.g., social media, printed picture) exposure to the message positively moderates the effect of creative media advertising on brand association strength but not on persuasion. Brand familiarity does not play a moderating role. Finally, a meta-analytic structural equation modeling (SEM) procedure was used to show that the main underlying mechanism of creative media advertising persuasiveness is surprise—and not perceived persuasive intent. For practitioners, this study shows that creative media ads are more effective when leveraging surprise and metaphors.

Can I @handle it? The effects of sponsorship disclosure in TikTok influencer marketing videos with different product integration levels on adolescents’ persuasion knowledge and brand outcomes

TikTok influencer videos are becoming increasingly popular for promotional purposes and are appealing to adolescents. Yet, the products' level of integration into the storyline of such videos influences their recognizability as advertisements, which is concerning as they expose adolescents to unhealthy social media food marketing, leading to unhealthy consumption. This study investigated whether a sponsorship disclosure in a TikTok influencer video with different levels of product-plot integration increases adolescents' persuasion knowledge and impacts their brand outcomes. This between-subjects 2 × 2 experiment included 245 Dutch adolescents with a mean age of 13.6 (SD = 1.42). Participants watched a TikTok video in which the brand Doritos was shown passively or integrated into the storyline, with or without a disclosure. The sponsorship disclosure significantly increased recognition of advertising (F(241) = 4.48, p = .035) and understanding of persuasive intent (F(241) = 13.28, p = <.001), regardless of product-plot integration level. Yet, brand attitude and product choice were not affected significantly by the disclosure. Overall, sponsorship disclosure in TikTok influencer videos helps create transparency and increase adolescents’ recognition and understanding of commercial and persuasive intent. This study is the first to investigate disclosures in the context of popular short-format social media videos.

Secular spirituality versus religiosity – communication strategies in advertising

RESEARCH OBJECTIVE: The aim of the article is to identify the specificity of religious and spiritual content in advertising aimed at different markets.&#x0D; THE RESEARCH PROBLEM AND METHODS: The article demonstrates that the use of religious and spiritual content is specific to image advertising and is a trend that is functional: it serves to disguise the purpose of persuasion, to increase the contextual effect, to build community between sender and receiver and to inspire trust in the addressee. The methodology used in the text is content analysis, desk research, research into the persuasive potential of advertisements, and ancillary semiotic research.&#x0D; THE PROCESS OF ARGUMENTATION: Preliminary considerations introduced the concept of faith and secular spirituality. The body of the article then analyses the research material, which is a selection of television and online advertisements for the Merci brand, the jewellery manufacturer and retailer Pandora A/S, the Cartier brand and Ikea shops. In collecting the material for the article, purposive sampling was used, taking into account commercials aired in Italy, Poland, Germany, France, the Czech Republic and Russia before Christmas Eve between 2014 and 2022.&#x0D; RESEARCH RESULTS: The research showed that content relating to religious values and secular spirituality is selected syncretistically in order to broaden the group of planned ad addressees. The very construction of the advertisements resembles a multi-level structure, the elements of which, by levelling the criticism of the recipient, serve to achieve the inference planned by the sender.&#x0D; CONCLUSIONS, INNOVATIONS AND RECOMMENDATIONS: The process of secularisation is evident in advertising, which is reflected in spots aired during religious holidays, which are explored by advertising broadcasters. This is facilitated both by the temporal context and by different consumer experiences derived from knowledge structures built on religious and cultural perceptions.

THE ENGLISH / ARABIC TRANSLATION METHODS OF METAPHORS AND IDIOMS: SPEECHES OF KING ABDULLAH II

Translation is a process of transferring meanings from a source language into a target language. Translators often state that figurative language like metaphor and idiom present challenges in the translation process.Metaphors and idioms play a central role in political discourse; they are used for rhetorical persuasive purposes This research aims at finding the translation methods provided by the Royal Court translators when translating metaphors and idioms in the political speeches of king Abdullah II of Jordan from English into Arabic. In the present study, Vinay and Darbelnet (1995) theory of translation methods is adapted in order to achieve the objectives of the study. Vinay and Darbelnet (1995) classify the translation methods into calque, borrowing, literal, equivalence, modulation, adaptation, and transposition. This study deploys qualitative method in analyzing metaphors and idioms in the speeches of king Abdullah II. The main data for this research are the speeches and discussion papers of his majesty King Abdullah II which are published in his official website: (http://www.kingabdullah.jo) . The findings of the study revealed that translators of the royal court apply Vinay and Darbelnet translation methods (1995) in translating both metaphors and idioms. namely, borrowing, claque, literal, transportation, modulation, equivalence, and adaptation.

“Money Doesn’t Like Noise”

Politicians create a political persona with their audience in mind, and their speeches are crafted to involve receivers in a promising future. They intentionally create a stream of ideas to engage the audience and arouse their emotions to make affective appeals. Using the frameworks of Hyland's Model of Metadiscourse and Aristotle's Rhetorical Persuasion Theory, the present study analysed Akufo Addo's address to the nation on October 30, 2022, when the country was facing economic difficulties. The study found that attitude markers, self-mentions, reader pronouns, and directives of metadiscourse markers are persuasively used in the data. The study concludes that Akufo Addo relied heavily on these metadiscourse markers to draw on pathos appeals, harmonise with the audience, and achieve the purpose of persuasion in the address. The findings of the study have implications for reflections on language and politics.

A Pragmatic Study of Persuasive Analogies in English Ads

Analogy is a figure of speech used in different fields including advertising. Metaphor and simile are the figurative devices used for creating analogy. Unlike metaphor and simile, analogy has not received enough attention from researchers. There are limited number of studies on analogy as an independent literary phenomenon and is rarely studied as a persuasive tool used in advertising. Accordingly, the main aim of this study is to highlight successful applications of analogy in advertisements to demonstrate its persuasive effect in directing the audience to purchase the products being advertised. Also, it is aimed at revealing the pragmatic strategies and persuasive appeals contribute in making persuasive analogy. The main findings of the study have been: 1) analogy is an effective figure of speech which plays a significant role in the field of advertising to raise the audience’s interest and respectively raise the essence of persuasion; 2) the use of images (visual metaphor) are noticeably greater than verbal figurative devices; 3) with regard to the speech acts, directive and representative have been used most frequently; 4) the advertisers relied mainly upon metaphor in creating advertisements, while little use of similes have been made; and 5) pathos has been the main appeal the advertisers employed for the purpose of persuasion.

A Pragma-Rhetorical Analysis of Speeches of Nigeria’s President Muhammadu Buhari on COVID-19

This study extends scholarship on COVID-19 discourse by identifying the discourse strategies in Nigeria’s President Muhammadu Buhari’s COVID-19 speeches and the persuasive intentions each strategy serves. It examines the aptness of Buhari’s choice of words and tropes in the heat of the pandemic. It adopts Douglas Walton’s rhetorical pragmatics as theoretical anchor. Excerpts were selected using purposive sampling. The study reveals that Buhari deployed eight discourse strategies, which fall within the logos, ethos, and pathos categorisation, in his argumentation. These strategies include use of numbering, figures and dates, avoidance of courtesies, portrayal of government as proactive, deployment of negative adverbs, rolling out safety measures, acknowledgements, emphasis on collaboration, and referencing. He also deploys tropes such as repetition, pun, and personification to establish the need for compliance with COVID-19 protocols. The study recommends that further sociolinguistic analysis of COVID-19 texts would demystify linguistic barriers associated with the pandemic.

Когнитивные механизмы персуазивности политического дискурса

The article deals with the persuasiveness of political discourse from a cognitive perspec-tive. The research object is text units with the semantics of purpose functioning in the contexts of persuasive speech in natural dialogues of the reciprocal-response type. These units were obtained for the study from transcripts of political interviews with representatives of the Russian political elite using the unselected sam-plingmethod. The paper aims to describe cognitive models (frames, situational models) of natural language interaction (and persuasion) in discourse of the argumentative type and to identify cognitive mechanisms. The key concept used is persuasiveness, which, as applied to contexts with the semantics of purpose and viewed from a cognitive perspective, is understood in the paper as a change in the initial knowledge of the addressee or (in the absence of such knowledge) as its formation at the time of communication in the course of interaction, and which is presented as a unidirectional strategic action (as opposed to communicative). Using the methods of discourse analysis and elements of conversational analysis, basing on the principles of frame semantics and sociolinguistics, the author describes the cognitive mechanisms of 6 cognitive models of the persuasive argumentative discourse, including causative and circular, built on the principle of circularcomposition. Each model was studied through selection and detailed consideration of priority cognitive tools. The paper identifies groups of cognitive mechanisms in terms of their functionality, describes options for their inclusionboth in a dialogically directed discourse (within the framework of speech interaction) and in the process of speech as a strategic action performed solely for the purpose of persuasion.

Code-switching as a marked socio-pragmatic discourse strategy in Nigerian police interrogation

Police-suspect interrogation is a strategically adversarial engagement thatinvolves tactical deployment of a variety of discourse strategies. This situationbecomes more complex in a multilingual context like Nigeria where the interlocutorshave the opportunity of expressing their communicative intents in a multiplicity ofcodes. This paper focuses on the pragmatic ways code-switching (CS) is deployedby interrogators and suspects as a socio-pragmatic discourse strategy to achievetheir institutional and personal goals. We will see that CS is used persuasively, asinterrogators and suspects negotiate from positions of power and inferiority, drawingon socio-cultural norms and expectations. 30 audio-recorded interrogations at theỌ̀̀yọ́and Oǹdó state commands of the Nigeria Police form the primary data. All theinterrogations were conducted primarily in Nigerian English and the subjects were18 years or above. CriticalDiscourse Analysis and CommunicationAccommodationTheory are adopted for analysis and discussion. Findings show that code-switchingis employed with different effects for different participants: for interrogators to warn,threaten, and perform verbally aggressive acts that attack suspects’ self-worth; forsuspects to plead for mercy and to blame-shift; and for both to boost credibilityand authority, and to highlight socio-cultural shared knowledge. Swearing andcursing also take place within CS with suspects using self- and other-cursing toindicate sincerity and to try to persuade interrogators to believe their claims andwith interrogators swearing to express their commitment and determination to followthrough with a course of action. CS is, therefore, seen as a marked and strategiccommunicative alignment that is motivated by institutional and personal goals andused for persuasive purposes

Konstytucyjna zasada ochrony konsumenta (art. 76 Konstytucji RP) w orzecznictwie Sądu Najwyższego

One of the constitutional principles is the principle of consumer protection expressed in Article 76 of the Constitution. The paper adopts a research hypothesis according to which this principle plays an important role in the process of application of the law by the Supreme Court and justification of its judgments. The hypothesis was verified through the analysis of several dozen judgments issued during the period of the Constitution. This analysis made it possible to confirm the hypothesis. The Supreme Court invokes the title principle in many of its judgments for persuasive purposes (to strengthen the argumentation contained in the justification) and also uses it as an interpretative guideline. The role of the title principle has increased after the entry into force of the provisions on the extraordinary complaint, as recourse to it creates the possibility to set aside final judgments whose issuance has led to the violation of consumer rights.

How to identify an argument type? On the hermeneutics of persuasive discourse

This paper proposes a theory of interpreting argument types as an integral part of a systematic and comprehensive ‘hermeneutics of persuasive discourse’. It first explains how such a hermeneutics can be developed based on pragmatic insights about the use of language for persuasive purposes expressed in the philosophy of argument. Then, after having provided an overview of the main hermeneutical stages involved in interpreting persuasive discourse, the paper focuses on the stage of argument type identification. It formulates a ‘hermeneutics of argument type’ in terms of the Periodic Table of Arguments (PTA), an argument categorization framework systematizing existing accounts of arguments in the broad sense of the term (topoi, loci, argument schemes, fallacies, means of persuasion). For each of the three parameters within this framework, ‘argument form’, ‘argument substance’, and ‘argument lever’, the paper describes how to determine their value by analyzing several examples of natural arguments.

Argumentation in the Poetry of Adonis

In our research (study), we discussed of pilgrims and their significance (role) in gathering readers, conveying the message, and the variety of purpose and production, as well as their role in educating the reader. Despite the variety of meanings that indicated the nature of pilgrims, we have demonstrated in general that it has an influential and persuasive purpose that aims to persuade the reader mentality, psychologically, and preferred ways to convey its essence in addition to providing the recipient new knowledge or different convictions from his prior convictions. We have applied all of this to the samples of poetry by the Syrian Arab poet Ali Ahmed Saeed Esbir, also known as Adonis.

Is voice really persuasive? The influence of modality in virtual assistant interactions and two alternative explanations

PurposeVirtual assistants are increasingly used for persuasive purposes, employing the different modalities of voice and text (or a combination of the two). In this study, the authors compare the persuasiveness of voice-and text-based virtual assistants. The authors argue for perceived human-likeness and cognitive load as underlying mechanisms that can explain why voice- and text-based assistants differ in their persuasive potential by suppressing the activation of consumers' persuasion knowledge.Design/methodology/approachA pre-registered online-experiment (n = 450) implemented a text-based and two voice-based (with and without interaction history displayed in text) virtual assistants.FindingsFindings show that, contrary to expectations, a text-based assistant is perceived as more human-like compared to a voice-based assistant (regardless of whether the interaction history is displayed), which in turn positively influences brand attitudes and purchase intention. The authors also find that voice as a communication modality can increase persuasion knowledge by being cognitively more demanding in comparison to text.Practical implicationsSimply using voice as a presumably human cue might not suffice to give virtual assistants a human-like appeal. For the development of virtual assistants, it might be beneficial to actively engage consumers to increase awareness of persuasion.Originality/valueThe current study adds to the emergent research stream considering virtual assistants in explicitly exploring modality differences between voice and text (and a combination of the two) and provides insights into the effects of persuasion coming from virtual assistants.