The Study of Persuasion language in Life Insurance Advertisements
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2013, Vol 6, Issue 2
Abstract
The main objective of this survey is to investigate persuasion techniques used in life insurance advertisements, beside it discusses about life insurance advertisements from linguistics point of view. The two hypotheses are that in life insurance advertisements among linguistic tools and semantic relations, words with positive semantic loads impacts customers to buy life insurance policy and also persuasion techniques such as fear, intensity and rhetorical questions are used more than other techniques in life insurance.50advertisementschoserandomly and then analyzed according to the hypothesis of the current study. Microsoft office excel used to analyze the data. The results of the study confirm that the usage of the words with positive semantic loads, omission of the verb and number impacts customers in life insurance advertising. Moreover it confirms that persuasion techniques such as association, explicit claims, repetition, warm and fuzzy, fear euphemism are used more than other techniques in life insurance advertisement.
Authors and Affiliations
Shirin boubehrezh| Department of Foreign Language, Islamic Azad University of Tehran, Central Branch, Tehran, Iran, email:boubehrezh_shirin@yahoo.com, Maryam Iraji| Department of Foreign Language, Islamic Azad University of Tehran, Central Branch, Tehran, Iran
Keywords
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