Discourse Analysis of Rhetorical Linguistic Modes in Digital Marketing Brand Slogans for Enhancing Consumer Attraction and Engagement: A Corpus Study

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ID: 337137
2023
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Ranked #779 of 953 articles by views in Pakistan Social Sciences Review

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Abstract
In the quick-paced world of advertising in digital marketing, brand slogans attempt to persuade to develop and cultivate a brand status. Brand Slogans typically focus on the affective aspect of the message, which makes them very straightforward and appealing to a certain audience. This research aims to critically investigate the use of persuasion in digital marketing brand slogans through a qualitative analysis of 50 digital marketing brand slogans. The study uses a corpus of 50 digital marketing brand slogans chosen from a population of 500 brand slogans through the basic probability process of simple random sampling. The Researcher applies the three rhetorical devices developed by Aristotle: logos, ethos, and pathos to those 50 brand slogans. The study manually organizes, classifies, and analyzes marketing slogans to get significant results at the nexus of discourse analysis and rhetorical techniques. The result reveals that ‘Pathos’ is generally the most used Rhetorical Linguistic Mode in digital marketing Brand Slogans. This study attempts to fill a knowledge vacuum about how these rhetorical modes are used in digital brand slogans to successfully attract customers.
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imported_1793231433_6ae28a493c605 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Muhammad Ahmad Hashmi
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Journal Pakistan Social Sciences Review
Year 2023
DOI
10.35484/pssr.2023(7-III)13
URL
https://ojs.pssr.org.pk/journal/article/view/313
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