Open Science Research Excellence
%0 Journal Article
%A Anne A. Christopher
%D 2012 
%J  International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering
%B World Academy of Science, Engineering and Technology
%I International Science Index 64, 2012
%T Deixis and Personalization in Ad Slogans
%U http://waset.org/publications/14224
%V 64
%X This study examines the use of the persuasive strategy
of deixis and personalization in advertising slogans. This rhetorical/
stylistic and linguistic strategy has been found to be widely used in
advertising slogans for over a century. A total of five hundred
advertising slogans of multinational companies in both product and
service sectors were obtained. The analysis reveals the 3 main
components of this strategy as being deictic words, absolute
uniqueness and personal pronouns. The percentage and mean of the
use of the 3 components are tabulated. The findings show that
advertisers have used this persuasive strategy in creative ways to
persuade consumers to buy their products and services.
%P 517 - 521