Understanding the roles of rhetorical devices and intertextuality in promotional discourse

Understanding the roles of rhetorical devices and intertextuality in promotional discourse

This paper examines the interplay of rhetorical devices and intertextuality in projecting the branding image of promotional discourse i.e. online advertisements of three common fast food chains in Malaysia. This study, which adapted the framework of rhetorical devices developed by Michalik and Micha...

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Main Authors: Zulkipli, Muhammad Fakhrullah, Ariffin, Adlina
Format: Article
Language:English
Published: Global Academic Excellence 2019
Subjects:
H61.8 Communication of information
Online Access:http://irep.iium.edu.my/73436/
http://irep.iium.edu.my/73436/
http://irep.iium.edu.my/73436/
http://irep.iium.edu.my/73436/1/73436_Understanding%20the%20roles%20of%20rhetorical%20devices.pdf
id iium-73436
recordtype eprints
spelling iium-734362019-07-22T07:41:14Z http://irep.iium.edu.my/73436/ Understanding the roles of rhetorical devices and intertextuality in promotional discourse Zulkipli, Muhammad Fakhrullah Ariffin, Adlina H61.8 Communication of information This paper examines the interplay of rhetorical devices and intertextuality in projecting the branding image of promotional discourse i.e. online advertisements of three common fast food chains in Malaysia. This study, which adapted the framework of rhetorical devices developed by Michalik and Michalska-Suchanek (2016), investigated the utilisation of rhetorical devices and intertextual elements in the advertisements by McDonald's, Kentucky Fried Chicken (KFC) and Texas Chicken. The findings from the study show that there is a great difference in the use of the rhetorical devices by the three fast food chains where Texas Chicken employed the highest number in the types of devices (9 out of 14 types) and KFC utilized the least elements (4 out of 14 types). Halal logo is also used as a common rhetorical device in the advertisements to exert the permissibility/halalness of the food. An examination on the intertextuality of the advertisements brings to light the crucial use of pop culture and local socio-cultural elements in promotional discourse. It could be deduced from the study that among the factors that shape the advertisements are product reputation, modern popular culture, consumers’ beliefs and cultural norms. Global Academic Excellence 2019-06-11 Article PeerReviewed application/pdf en http://irep.iium.edu.my/73436/1/73436_Understanding%20the%20roles%20of%20rhetorical%20devices.pdf Zulkipli, Muhammad Fakhrullah and Ariffin, Adlina (2019) Understanding the roles of rhetorical devices and intertextuality in promotional discourse. International Journal of Heritage, Art and Multimedia, 2 (5). pp. 90-107. E-ISSN 2600-8262 http://www.ijham.com/PDF/IJHAM-2019-05-06-08.pdf 10.35631/ijham.25008
repository_type Digital Repository
institution_category Local University
institution International Islamic University Malaysia
building IIUM Repository
collection Online Access
language English
topic H61.8 Communication of information
spellingShingle H61.8 Communication of information
Zulkipli, Muhammad Fakhrullah
Ariffin, Adlina
Understanding the roles of rhetorical devices and intertextuality in promotional discourse
description This paper examines the interplay of rhetorical devices and intertextuality in projecting the branding image of promotional discourse i.e. online advertisements of three common fast food chains in Malaysia. This study, which adapted the framework of rhetorical devices developed by Michalik and Michalska-Suchanek (2016), investigated the utilisation of rhetorical devices and intertextual elements in the advertisements by McDonald's, Kentucky Fried Chicken (KFC) and Texas Chicken. The findings from the study show that there is a great difference in the use of the rhetorical devices by the three fast food chains where Texas Chicken employed the highest number in the types of devices (9 out of 14 types) and KFC utilized the least elements (4 out of 14 types). Halal logo is also used as a common rhetorical device in the advertisements to exert the permissibility/halalness of the food. An examination on the intertextuality of the advertisements brings to light the crucial use of pop culture and local socio-cultural elements in promotional discourse. It could be deduced from the study that among the factors that shape the advertisements are product reputation, modern popular culture, consumers’ beliefs and cultural norms.
format Article
author Zulkipli, Muhammad Fakhrullah
Ariffin, Adlina
author_facet Zulkipli, Muhammad Fakhrullah
Ariffin, Adlina
author_sort Zulkipli, Muhammad Fakhrullah
title Understanding the roles of rhetorical devices and intertextuality in promotional discourse
title_short Understanding the roles of rhetorical devices and intertextuality in promotional discourse
title_full Understanding the roles of rhetorical devices and intertextuality in promotional discourse
title_fullStr Understanding the roles of rhetorical devices and intertextuality in promotional discourse
title_full_unstemmed Understanding the roles of rhetorical devices and intertextuality in promotional discourse
title_sort understanding the roles of rhetorical devices and intertextuality in promotional discourse
publisher Global Academic Excellence
publishDate 2019
url http://irep.iium.edu.my/73436/
http://irep.iium.edu.my/73436/
http://irep.iium.edu.my/73436/
http://irep.iium.edu.my/73436/1/73436_Understanding%20the%20roles%20of%20rhetorical%20devices.pdf
first_indexed 2023-09-18T21:44:07Z
last_indexed 2023-09-18T21:44:07Z
_version_ 1777413334843260928

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