Mechanisms of Persuasion in Hebrew Advertisement A Pragmatic- Syntactic Analysis
DOI:
https://doi.org/10.31185/lark.5040Keywords:
Advertising, Advertisement, Pragmatics, Speech Act, Persuasion, Principles of Persuasion, Persuasion Strategies.Abstract
The study examines the persuasive mechanisms in Hebrew advertisements through a pragmatic-syntactic approach, focusing on the relationship between linguistic structures and psychological influence. The research aims to analyze how advertisers employ language to shape consumer attitudes and decisions, distinguishing between “advertising” as a communicative activity and “advertisement” as its product. The study applies pragmatic theories, including speech act theory and persuasive strategies, to investigate how meaning is constructed beyond literal semantics to achieve communicative effectiveness. Using a qualitative approach, the research analyzes selected Hebrew advertisements to identify five covert persuasive strategies: fear appeal, euphemism, transfer, common ground, and repetition. The study explores how these strategies align with syntactic structures and speech acts to influence consumer perception. The findings reveal that advertisers strategically manipulate linguistic choices within a socio-cultural context to enhance persuasive effectiveness. This research contributes to a deeper understanding of the role of language in advertising discourse and highlights the impact of linguistic and pragmatic elements on consumer behavior.
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