The Language of Exaggeration in The Egyptian and American Advertising Discourse Comparative Study of the Automobile Ads | ||
| مجلة کلية الآداب.جامعة بنها | ||
| Volume 60, Issue 1, October 2023, Pages 51-122 PDF (707.31 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jfab.2023.328842 | ||
| Author | ||
| احمد عبد التواب عبد السلام شرف الدين | ||
| كلية الاداب- جامعة المنوفية | ||
| Abstract | ||
| Advertising is common in contemporary society, appearing in every facet of our daily lives, from television and radio to newspapers, mailboxes, and subway platforms. It is not merely a form of entertainment; rather, it is a mode of communication through which advertisers convey the value of their products or services to consumers. Moreover, advertising is not simply informative in a straightforward and innocent manner. It has an agenda. It is a carefully crafted message that formulates viewers' culturally constructed perceptions and presents the advertised product as a means of fulfilling their desires. This may be accomplished by creating a general image for the product and shaping the audience's perception of the ad. This paper aims to analyze the language of exaggeration in Egyptian and American advertising discourse, specifically focusing on cosmetics products ads. By conducting a comparative study, this research investigates the linguistic strategies employed in both cultures to persuade consumers (Brown, 2015). The analysis includes examples from various advertisements, providing a comprehensive understanding of how exaggeration is used to enhance product appeal. This paper examines the use of exaggeration as a persuasive linguistic technique in automobile advertising in Egypt and the United States. The study aims to analyze how advertisers employ exaggeration to influence consumer behavior and shape perceptions of their products. By comparing and contrasting the advertising strategies used in both countries, this report provides insights into cultural differences and similarities in the use of exaggeration as a persuasive tool. The findings suggest that while there are some commonalities, such as the emphasis on performance and luxury, there are also notable variations in terms of cultural values and preferences (Black, 2012). The twofold objective of this study is to investigate the underlying mechanisms of advertising that drive changes in consumer behavior and to contribute to our understanding of the process of persuasion. It also examines the various mechanisms that advertisers employ to capture the audience's attention through verbal and nonverbal information and communicative strategies designed to incite action. | ||
| Keywords | ||
| exaggeration; persuasive linguistic technique; automobile advertising; Egypt; United States | ||
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