LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 21:12 December 2021
ISSN 1930-2940

Editors:
         Sam Mohanlal, Ph.D.
         B. Mallikarjun, Ph.D.
         A. R. Fatihi, Ph.D.
         G. Baskaran, Ph.D.
         T. Deivasigamani, Ph.D.
         Pammi Pavan Kumar, Ph.D.
         Soibam Rebika Devi, M.Sc., Ph.D.

Managing Editor & Publisher: M. S. Thirumalai, Ph.D.

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The Analysis of Persuasive Language of Netvertisement:
A Pedagogical Proposal

Yi He, M. A., PhD Student

Abstract

This paper is a part of my PhD research to develop a writing course to support business-major English language learners’ development of persuasive strategies in the written discourse of digital advertisement (or netvertisement) on popular e-commerce platforms like Amazon.com. Despite abundant descriptive studies of linguistic features, pedagogical investigations into the emerging genre of netvertisement are yet rarely reported. The current study represents a key preparation for curriculum intervention analyzing the persuasive features of netvertisement in the pedagogical genre, with an orientation towards the frameworks from genre-based pedagogy (GBP) of systemic functional linguistics (SFL). Text analysis of 40 pieces of advertisement by 40 sound brands revealed five important discursive moves towards the genre of persuasion and identified three salient rhetorical strategies of engagement, graduation, and manipulation that were substantiated by both verbal and image resources. The results suggested pedagogical adaptations of move-structural model and linguistic models of evaluation in order to be succinct and acceptable to business students.

Keywords: netvertisement, pedagogical genre, persuasive features

Introduction

Given the possible unpredictable changes in written modes in the future, it is important to focus on the teaching of interpersonal skills that cope with the trend where the messages become rather short, brief, denotive, and multimodal. College students who are entering the workplace in the business industry are expected to use English as a lingua franca and write effectively to persuade, comfort, and negotiate with the stakeholders. This study is motivated to address this specific need, that is, to equip students with the writing strategies in the genre of persuasion.

This paper focuses on the writing of online advertisement, or netvertisement, on well-established e-commerce sites, like Amazon.com and eBay, that provide platforms as a service for sellers who create virtual stores and for buyers who shop with the search-engine results. Figure 1 shows an example of netvertisement of an electronic tablet from Amazon.com. In this new and underexplored text type of advertisement, SFL based frameworks should offer insight into the relationship between certain linguistic resources (form) and their functions (purpose) in the genre of persuasion. When writing a netvertisement of the latest launch of iPad, the author chooses certain lexicogrammatical features which are unlikely to be the same with the language the author uses to introduce the iPad to his/her close friends.

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.

Yi He, M.A., PhD Student
Graduate School of Human Sciences, Assumption University of Thailand
592/3 Soi Ramkhamhaeng 24, Ramkhamhaeng Rd.
Hua Mak, Bang Kapi, Bangkok 10240

Teaching assistant in Ningbo City College
yi.he.14@alumni.ucl.ac.uk +86 18305841657
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