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14(3)2024

Lexical features and persuasion techniques in the selected Philippine television advertisements


Author - Affiliation:
Lorena Juntong - Cebu Technological University, Cebu
Mylene Gadia - Cebu Technological University, Cebu
Jhenell Calasang - Cebu Technological University, Cebu
Joemar Minoza - Cebu Technological University, Cebu
Lanny Merryl Gallarde - Cebu Technological University, Cebu
Corresponding author: Joemar Minoza - joemarminoza9.14.92@gmail.com
Submitted: 24-08-2023
Accepted: 23-10-2023
Published: 27-03-2024

Abstract
The language of advertising is powerful in persuading consumers to purchase the product. It is how the advertiser uses language to attract and grab the interest of the people. This research aims to identify and reveal the lexical features and persuasion techniques used in the selected Philippine television advertisements. This will determine how the lexical features are interrelated to the persuasion techniques that the advertiser uses in promoting their products. To obtain the data needed for these objectives, qualitative and content analysis were employed in this research method. Specifically, categorical data were used to categorize data based on each advertisement (Personal Hygiene, Medicine and Vitamins, and Food Products). Based on the findings, personal hygiene advertisements dominantly use hyperbole, while medicine and vitamin and food advertisements both dominantly use familiar language; personal hygiene advertisements belong to the competitive stage as manifested by the dominant lexical feature used which is hyperbole, while medicine and vitamin, and food belong to the pioneering stage as reflected by the dominant lexical feature used which is familiar language. Hence, the output of this study will serve as new learning instructional materials for English teachers in determining the usage of the language in an advertisement. In addition, the researchers recommend finding another framework for lexical features and persuasion techniques in advertisements and creating another material in the language in advertisements.

Keywords
lexical features; persuasion techniques; Philippines; television advertisements

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Cite this paper as:

Juntong, L., Gadia, M., Calasang, J., Minoza, J., & Gallarde, L. M. (2024). Lexical features and persuasion techniques in the selected Philippine television advertisements. Ho Chi Minh City Open University Journal of Science – Social Sciences, 14(3), 111-128. doi:10.46223/HCMCOUJS.soci.en.14.3.2935.2024


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DOI: https://doi.org/10.46223/HCMCOUJS.soci.en.14.3.2935.2024
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© The Author(s) 2024. This is an open access publication under CC BY NC licence.