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Metadiscourse in advertising: Persuasion in online advertisements of makeup brands.
Linnaeus University, Faculty of Arts and Humanities, Department of Languages.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

E-commerce has exploded and with that also advertisements online. To get customers to stay as customers with your company, advertisements become more and more persuasive. To measure this persuasion metadiscourse has been used as a method for this investigation. The aim of this paper is to find out the ways companies use language and discourse to entice customers and keep them buying products. The material chosen for this investigation was advertisements extracted from web pages of make-up brands. Hyland´s categories of metadiscourse were used to extract the relevant features from the advertisements. The results were that all advertisements that had metalinguistic features were also persuasive. Persuasive language occurs as boosters, engagement markers and self-mentions. Also, the metalinguistic features that occur in this investigation are the three categories mentioned above. Further investigation into this topic would be to only view editorial parts of advertisements which most likely will broaden the results within all categories from Hyland´s view of metadiscourse.

Place, publisher, year, edition, pages
2018. , p. 18
Keywords [en]
Metadiscourse, makeup, advertisement, e-commerce, pragmatics, persuasive language.
National Category
General Language Studies and Linguistics
Identifiers
URN: urn:nbn:se:lnu:diva-71585OAI: oai:DiVA.org:lnu-71585DiVA, id: diva2:1191292
Subject / course
English
Educational program
Language, Culture and Communication Programme, 180 credits
Supervisors
Examiners
Available from: 2018-03-23 Created: 2018-03-17 Last updated: 2018-03-23Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf