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An Analysis of Persuasive Elements in the English of Advertisements in Newspapers in Ghana

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An Analysis of Persuasive Elements in the English of Advertisements in Newspapers in Ghana An Analysis of Persuasive Elements in the English of Advertisements in Newspapers in Ghana by RICHARD TORGBOR TORTO Submitted in accordance with the requirements for the degree of DOCTOR OF PHILOSOPHY in the subject LANGUAGE, LINGUISTICS AND LITERATURE at the UNIVERSITY OF SOUTH AFRICA SUPERVISOR: Prof. B. M. NCHINDILA JANUARY 2019 DECLARATION NAME: RICHARD TORGBOR TORTO STUDENT NUMBER: 58551492 DEGREE: DOCTOR OF PHILOSOPHY / declare that An Analysis of Persuasive Elements in the English of Advertisements in Newspapers in Ghana is my own work and that all the sources that I have used or quoted have been indicated and acknowledged by means of complete references. I further declare that I submitted the thesis to originality checking software and that it falls within the accepted requirements for originality. I further declare that I have not previously submitted this work, or part of it, for examination at the University of South Africa for another qualification or at any other higher education institution. SIGNATURE 17m January 2019 DATE ii SUMMARY Advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of iii categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect. KEY TERMS: Advertising, Advertisement, Advertiser, Copywriter, English language, Logos, Pathos, Ethos, Figures of speech, Grammatical Elements, Print media, Persuasion, Communication. iv TABLE OF CONTENTS DECLARATION……………………………………………………………………………ii SUMMARY………………………………………………………………………………….iii TABLE OF CONTENTS…………………………………………………………………….v LIST OF ABBREVIATIONS AND ACRONYMS…………………………………………x LIST OF TABLES…………………………………………………………………………….xi LIST OF FIGURES……………………………………………………………………………xii ACKNOWLEDGEMENT……………………………………………………………………..xiii DEDICATION…………………………………………………………………………………xv CHAPTER ONE: INTRODUCTION………………………………………….1 1.0 INTRODUCTION…………………………………………………………………………1 1.1.0 BACKGROUND TO THE STUDY……………………………………………………1 1.1.1 Advertising in Modern Time……………………………………………...5 1.2 THE FOCUS OF ENQUIRY……………………………………………………………….9 1.3 STATEMENT OF THE PROBLEM………………………………………………………..10 1.4 RESEARCH OBJECTIVES………………………………………………………………11 1.5 RESEARCH QUESTIONS……………………………………………………………….12 1.6 SCOPE OF THE STUDY…………………………………………………………………14 v 1.7 ASSUMPTIONS UNDERLYING THE STUDY……………………………………….15 1.8 SIGNIFICANCE OF THE STUDY………………………………………………………17 1. 10 CHAPTER OUTLINE……………………………………………………………………18 1.11 CONCLUSION…………………………………………………………………………….20 CHAPTER TWO: LITERATURE REVIEW…………………………………….21 2.0 INTRODUCTION…………………………………………………………………………21 2.10 CONCLUSION…………………………………………………………………………….40 CHAPTER THREE: THEORETICAL PERSPECTIVES OF THE STUDY……42 3.0 INTRODUCTION...............................................................................................................42 3.1.0 ARISTOTLE’S RHETORICAL THEORY……………………………………………..42 3.1.1 Logos……………………………………………………………………..45 3.1.2 Pathos…………………………………………………………………...47 3.1.3 Ethos…………………………………………………………………….50 3.2 CONVENTIONAL FIGURATIVE LANGUAGE THEORY………………………….52 3.3 STANDARD THEORY OF GENERATIVE GRAMMAR…………………………….57 3.4 CONCLUSION………………………………………………………………………….60 CHAPTER FOUR: RESEARCH METHODOLOGY……………………….62 vi 4.0 INTRODUCTION………………………………………………………………………..62 4.1 RESEARCH DESIGN…………………………………………………………………..62 4.2.0 SAMPLING……………………………………………………………………………64 4.2.1 Selection of Sampling Units……………………………………………..64 4.2.2 Sample size………………………………………………………………65 4.3.0 DATA COLLECTION………………………………………………………………..65 4.3.1 Data Collection Process…………………………………………………66 4.4 RELIABILITY AND VALIDITY…………………………………………………….67 4.5 ETHICAL CONSIDERATIONS……………………………………………………..69 4.6.0 ANALYTICAL FRAMEWORK……………………………………………………71 4.6.1 Coding Categories………………………………………………………73 4.7 CONCLUSION………………………………………………………………………..74 CHAPTER FIVE: DATA ANALYSIS AND DISCUSSION OF FINDINGS...75 5.0 INTRODUCTION…………………………………………………………………………75 5.1 RESEARCH QUESTION ONE………………………………………………………….75 5.2 RESEARCH QUESTION TWO…………………………………………………………94 5.3 RESEARCH QUESTION THREE……………………………………………………..124 vii 5.4 CONCLUSION………………………………………………………………………….142 CHAPTER SIX: CONCLUSION…………………………………………….144 6.0 INTRODUCTION……………………………………………………………………….144 6.2 SUMMARY OF FINDINGS……………………………………………………………144 6.3 MAIN CONTRIBUTIONS TO THE BODY OF KNOWLEDGE……………………..149 6.4 LIMITATIONS OF THE STUDY……………………………………………………….152 6.5 RECOMMENDATIONS FOR FUTURE RESEARCH………………………………….153 6.6 CONCLUSION…………………………………………………………………………….156 REFERENCES…………………………………………………………………………………157 APPENDIX I: ETHICAL CLEARANCE CERTIFICATE…………………………………..172 APPENDIX II: TURNITIN REPORT………………………………………………………..174 APPENDIX III: EDITING REPORT………………………………………………………….251 APPENDIX IV: AUTHORIZATION LETTER……………………………………………..252 APPENDIX V: Ad LO TEXTS DATA……………………………………………………….253 APPENDIX VI: Ad PA TEXTS DATA………………………………………………………261 APPENDIX VII: Ad ET TEXTS DATA………………………………………………………264 APPENDIX VIII: Ad FS TEXTS DATA……………………………………………………..274 viii APPENDIX IX: Ad GR TEXTS DATA……………………………………………………..280 ix LIST OF ABBREVIATIONS AND ACRONYMS WAPL: West African Publicity Limited UAC: United African Company UK: United Kingdom US: United States MD: Multi-dimensional QCA: Qualitative Content Analysis CFLT: Conventional Figurative Language Theory CTM: Cognitive Theory of Metaphor ST: Standard Theory Ad: Advertisement Advert: Advertisement GR: Grammar FS: Figures of Speech LO: Logos PA: Pathos ET: Ethos x LIST OF TABLES Table 1.0: Coding Categories xi LIST OF FIGURES Figure 1.0: Aristotle’s Rhetorical Theory Figure 2.0: Conventional Figurative Language Theory Figure 3.0: Standard Theory of Generative Grammar xii ACKNOWLEDGEMENT I thank the Almighty God greatly for giving me the strength, courage and the wisdom to write this thesis. It is by His grace and benevolence that the completion of this thesis has become a reality. I express my profound gratitude to my supervisor, Professor Bernard M. Nchindila of the Department of English Studies, University of South Africa, for his immense contribution to the completion of my thesis. My supervisor gave me hope from the outset by showing interest in my topic and guiding me to mould it in the right direction. Owing to his constructive guidance, I was focused and I could perceive the way forward in my study. During the research proposal period, my supervisor guided me to compose a persuasive document that was up to the required standard. At the thesis level, my supervisor really encouraged me. He would send me reminders, occasionally, when he had not heard from me for a long time. My supervisor went through my chapters in good time and he responded promptly with the corrected versions. He would send me the statement “sustain your effort” which really inspired and motivated me. I owe a great deal of gratitude to three distinguished ladies from the University of South Africa for their assistance during the period of my study. Miss Wanda Roux, a supervisor with the Post Graduate Administration Department and Mrs Phuti Maponya, a student advisor with the College of Graduate Studies, ensured that I was duly registered for the academic year; I thank you very much. I am also extremely grateful to Miss Elizabeth Goosen, the master’s and doctoral coordinator and Mrs Susan Du Plessis, the master’s and doctoral examination coordinator both of the College of Graduate Studies for all the help they accorded me during the assessment stage of
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