A Pragma-Rhetorical Study of Persuasion in American and Iraqi Billboards
The present study investigates pragmatic and rhetorical aspects of the advertising message to explore how persuasion takes place. It aims to identify and analyse the persuasive appeals, rhetorical devices, and speech acts the advertisers use in the headlines of some American and Iraqi billboards. For this purpose, an eclectic model has been adopted which consists of Searleâ€™s (1969) speech acts theory, Lucasâ€™s (2009) persuasive appeals, McQuarrieâ€™s and Mickâ€™s (1996) rhetorical devices, and Cookâ€™s (2001) advertising context. The findings of the study showed that American and Iraqi billboards have a lot in common. The advertisers relied mainly upon the tropes of ellipsis and hyperbole in writing advertisements. Pathos appeal was employed as the basic tool to achieve persuasive impact on potential customers. Moreover, directives, representatives, and commissives were the main acts through which persuasion was realised.
How to Cite
Copyrights of all materials published inÂ AsiaticÂ are held exclusively by the Journal and the respective author/s. Any reproduction of material from the journal without proper acknowledgement or prior permission will result in the infringement of intellectual property laws.