Year: 2025
Type: article
Abstract: This qualitative study investigated persuasion in advertising discourse posted on Snapchat by Saudi influencers through the lens of metadiscourse markers. The data for this study was gathered from recordings of advertised snaps posted by 20 Snapchat influencers (10 males and 10 females). The discourses were analysed using Hyland's (2005a, 2005b) metadiscourse markers. The findings indicated that stance markers were the most frequently employed (54.7%), with attitude markers (20.5%) being the most common, followed by self-mention (18.7%), boosters (12.2%), and hedges (3.3%). Engagement markers constituted 45.3% of the findings, with hearer mentions (22.5%) being the most prevalent, followed by directives (16.7%), questions (4.2%), personal asides (1.6%), and appeals to shared knowledge (0.3%). The study concluded by examining the implications for marketing that could improve persuasive advertising discourse from a linguistic standpoint, in addition to providing suggestions for future research endeavors.
Authors: Abdurrazzag Alghammas, Maha Alotaibi
Institution: Qassim University
Subfield: Literature and Literary Theory
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: diamond
Funder: Qassim University
Award: G92618698
OpenAlex ID: W4415786276
FWCI:
Cites:
Cited by:
Related to: