The Language and Persuasion Strategies in Health Promotion Advertisements from Cheewajit Magazine 2020-2021

Abstract

          This research aims to: 1) Investigate the linguistic strategies employed in health promotion advertisements found in the Cheewajit magazine during the years 2020-2021; 2) Examine the persuasive language techniques presented in the same context. The study analyzed a total of 91 advertising messages, which included product names and promotional content. the methodological tools utilized for this research comprised: 1) A data collection template for health promotion advertisements from Cheewajit magazine for the specified years; 2) A linguistic analysis template to evaluate the health promotion strategies used in these advertisements.
          The findings reveal that the linguistic strategies include the use of 13 words with varying semantic scopes, eight words of similar meanings but used in different contexts, two words with differing degrees of intensity, one metaphorical expression, and one example of semantic economy. In terms of persuasive techniques, three main strategies were identified: 72 instances of motivational appeals based on logic and argumentation, 55 uses of direct and implied meanings (54 direct, 1 implied), 19 emotional appeals, and one instance of eloquent language use. These results illustrate the nuanced use of language and persuasive approaches in Cheewajit magazine, offering valuable insights for business practices, especially in crafting appealing and consumer-attracting advertisements in various media.
          Recommendations for further research include exploring additional linguistic strategies in advertisement, comparative studies of word and phrase usage, and investigations into the linguistics or rhetoric related to vocabulary and phrases in advertising content across different media to highlight diverse perspectives and benefits for stakeholders.