Putting Theory in Practice: The Role оf Metadiscourse in Attaining Persuasion in Advertising Slogans

Abstract

This paper applies the theory of metadiscourse as a framework for understanding communication as social engagement (Hyland, 2005c) to a practical study of the use of engagement markers as metadiscourse markers and their contribution to attaining persuasion in advertising slogans as a genre. Metadiscourse markers are employed by speakers or writers in order to guide listeners’ or readers’ perception of their message and persuade them to share and accept their opinions. Their usage contributes to the creation of the three rhetorical modes of persuasion: ethos, logos and pathos (Aristotle) and the achievement of logical, credible and affective appeal (Hyland, 1998, 2005c). So, the paper focuses on analysis of the form, use and pragmatic function of engagement markers as interpersonal metadiscourse markers in 40 advertising slogans from English advertisements and 40 from Macedonian advertisements with the aim to investigate their contribution to the persuasive effect in this specific genre. The analysis (both quantative and qualitative) confirmed the theory that the main pragmatic function of engaging metadiscourse in print advertisements is to persuade clients to buy specific things or services. In both corpora copywriters used engagement markers to establish a close relationship with their potential customers by involving them in the discourse and trying to persuade them to act. Although carried out on a limited corpus, the results of the analysis raise the awareness of the use of metadiscourse in advertising and its persuasive effect on the audience.