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| Autor/inn/en | Koonnala, Pristsana; Chaiwong, Napasporn |
|---|---|
| Titel | Exploring Persuasive English Language in MasterClass's Video Advertisements |
| Quelle | In: LEARN Journal: Language Education and Acquisition Research Network, 16 (2023) 2, S.395-410 (16 Seiten)
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| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 2630-0672 |
| Schlagwörter | Advertising; Video Technology; English (Second Language); Second Language Learning; Second Language Instruction; Scripts; Language Styles; Persuasive Discourse; Teacher Attitudes; Comparative Analysis; Language Usage; Captions; Teaching Methods |
| Abstract | This study examines the persuasive English language in MasterClass's video advertisements. An analysis framework was formed using twenty-four techniques to identify persuasive language, and the purposes of using different techniques in one hundred and forty-one MasterClass's video scripts. The analysis included identifying the primary argument of the scripts, evaluating language formality and style, indicating persuasive techniques and their examples, and comparing the frequency of each technique from most to least used. The findings showed that the majority of the introduction and body of the scripts were devoted to the contents: critical concepts in the lessons, class contents and activities, backgrounds and experiences of the instructors, methods and processes for developing skills, and professional tips and techniques. The script's conclusion frequently reflected the instructors' attitudes and perspectives. These contents were persuaded using various techniques with different purposes. The top ten persuasive techniques employed in the advertisements were repetition, colloquial language, inclusive language, rhetorical questions, connotations, jargon, anecdotes, hyperboles, similes, and generalizations. The results can be applied as resources for language educators to design persuasive language lessons. Besides, for those interested in creating more effective video advertisements, the findings can help prepare advertising scripts for educational purposes or commercials. (As Provided). |
| Anmerkungen | Language Institute of Thammasat University. The Prachan Campus, 2 Prachan Road, Bangkok 10200 Thailand. e-mail: learnjournal@gmail.com; Web site: https://www.tci-thaijo.org/index.php/learn |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2024/1/01 |
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