No abstract

Throughout the decades, there have been changes in persuasive strategies used by advertisers. A study was carried out on 500 advertising slogans dating from the late 19 th century till the early 21 st century, spanning a period of over a hundred years. The slogans were selected from 13 multinational and established companies and arranged according to the year they were created. The companies selected were ones that existed from the late 1800s and which still exist today. A cross-section of the slogans were analysed qualitatively for the presence of rhetorical figures and various persuasive strategies in a pilot study. The trend of the use of rhetorical figures and communicative and stylistic strategies used throughout this period was also calculated using quantitative analysis. The findings reveal a rise and fall pattern throughout the decades of both rhetorical figures and communicative and stylistic strategies used in advertising slogans. The pattern is also present in the layering of the rhetorical figures throughout the decades. Therefore the study has discovered the presence of a cyclical continuum that involves the selection of certain rhetorical figures and persuasive strategies in a particular period but not in others.

The widespread use of the mobile phone service has greatly contributed to the proliferation of text messaging, particularly among young people. The main objective of this study is to examine the communicative functions of the text messaging of young Saudi university students. Thurlow's (2003) theoretical framework is used in this study. The study has a straightforward research question: What are the communicative functions of young Saudi students' text messaging? 750 text messages were collected from the participants. The data collected were coded based on their communicative functions. Five main categories of communicative functions emerged from the data, namely friendship maintenance, socialization, school collaboration, coordination, and exchange of information. The findings of the present study corroborate previous findings about communicative functions in text messaging.

It is a fact that the role of pronouns, especially personal pronouns, in representing socio-political ideologies is not new as it has been studied extensively in relation to political discourse. However, this role needs to be examined in the newspaper discourse. Consequently, the current paper intends to examine personal and possessive pronouns used in newspaper articles to represent socio-political ideologies. Such a study requires a critical discourse analysis (CDA) to analyse excerpts from news articles in Iraqi English newspaper, known as the Kurdish Globe (henceforth, KG), on the event of American military forces’ (henceforth, AMFs’) withdrawal from Iraq. Using a qualitative content analysis, the excerpts are categorized thematically in relation to the ideological values found in them. It is revealed that the KG newspaper made use of direct quotation of American politicians’ statements which contain plural personal and possessive pronouns when referring to their actions. This has served two aspects; firstly, it showed its objectivity in conveying the news event using quotations of newsworthy value. Secondly, it enhanced its socio-political ideologies through the direct quotations of American politicians whose government has a powerful authority over Iraq. On the one hand, the KG newspaper used personal and possessive pronouns associated with the positive representation of the U.S. government and its forces to show its trust in them. On the other hand, personal and possessive pronouns related to the Iraqi politicians were associated with negative representation to enhance its distrust in the Iraqi government.

The current paper attempts to highlight the technique of persuasion used in online Attorneys' Marketing by means of appeal to pathos in which persuasion is done through arousing emotions. Pathos is usually achieved by means of emotions. This paper focuses particularly on the arousal of feelings through the use of negative emotional appeals to arouse emotional reactions. Basically, the research intends to identify negative words and phrases that are used to arouse emotions and at the same time to provide information on legal issues. The results show that emotions of fear, guilt and shame are specifically aroused in the attorneys' websites. Hence, the paper describes how online Attorneys' Marketing uses negative emotional appeals as an effective method to persuade prospective clients who might be involved in any legal problem in order to get the services of experienced attorneys.