Metadiscourse in 2019 Malaysia Festive Television Advertisements

The significance of television advertisements has grown profusely, and despite the growing preference for advertising on social networking platforms, importance of television advertisements cannot be undermined. As television advertisements increasingly compete for audience attention, it is imperative for the advertisement agencies to learn about the attributes which influence the audiences attitudes towards such television advertisements. This would aid them in designing effective ads and thereby resulting in higher revenues for the concerned companies.

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Persuasive appeals in Jordanian and Algerian telecommunication television commercials

Open Linguistics ◽

10.1515/opli-2020-0021 ◽

2020 ◽

Vol 6 (1) ◽

pp. 307-321

Author(s):

Ghaleb Rabab’ah ◽

Lydia Idir ◽

Sharif Alghazo

Keyword(s):

Target Audience ◽

Media Discourse ◽

Television Commercials ◽

Television Advertisements ◽

Telecommunication Companies

AbstractThe present study seeks to explore the link between persuasion and advertising by examining the persuasive appeals used by telecommunication companies in Jordanian and Algerian television commercials. To this end, 12 television advertisements (six from Jordan and six from Algeria) were randomly selected from YouTube. The data were analysed based on previous categorisations of persuasive appeals. The findings revealed that both groups of advertisements adopted various appeals to persuade their target audience to purchase products and experience their services, and that the most widely used appeals were play on words, brand, celebrity and music appeals. These findings provide insights into the value of understanding how persuasion is used in media discourse and in different linguistic and cultural milieus.

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I Keep Looking at What I’m Doing to My Organs: Samoans’ Responses to Adapted Anti-Tobacco Television Advertisements

Asia Pacific Journal of Public Health ◽

10.1177/10105395211020920 ◽

2021 ◽

pp. 101053952110209

Author(s):

Elaine Umali ◽

Helen Tanielu ◽

Robyn Whittaker ◽

Cam Sugden ◽

Judith McCool

Keyword(s):

Pacific Islands ◽

Culturally Appropriate ◽

Internal Organs ◽

Media Campaigns ◽

Middle Income ◽

Middle Income Countries ◽

Stop Smoking ◽

The Family ◽

Television Advertisements ◽

Promote Smoking Cessation

There has been an increase of adapted tobacco control media campaigns in low- and middle-income countries. Adapting existing material offers many benefits especially to countries with limited resources. We adapted 3 television advertisements for the Tu’u Nei Loa Le Ulaula Tapa’a (Stop Smoking Now) campaign in Samoa. Adaption included rigorous efforts to ensure advertisements were culturally appropriate. To determine audiences’ perception of anti-tobacco television advertisements to promote smoking cessation, we conducted 8 talanoa, a Pacific Islands research methodology, among 54 smokers and nonsmokers in Apia, Samoa. The talanoa were transcribed, translated, and thematically coded. Results suggest that the advertisements raised awareness on the negative health impacts of tobacco use, especially to the internal organs. Graphic and emotionally evocative advertisements, especially those that have an impact on the family, have greater potential to motivate Samoans to quit.

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