Linguistic Realizations of Metadiscourse in Advertising Slogans: A Case Study of McDonald’s

DOI

10.2991/assehr.k.201023.137How to use a DOI?

Keywords

metadiscourse, advertising slogans, linguistic realizations

Abstract

This paper conducts an empirical study on the linguistic realizations of metadiscourse markers in advertising slogans. A database of 162 McDonalds’ slogans was built to examine the subcategories and frequencies, and linguistic realizations of metadiscourse used in the data. In terms of the use of metadiscourse, it was found that interactional metadiscourse accounted for a remarkably higher proportion among the metadiscourse used in McDonald’s slogans, particularly engagement markers, attitude markers, and self-mentions. Further elaborations were given as to the linguistic realizations of different metadiscourse subcategories. The use of the above metadiscourse markers contributes to the persuasive function of the advertising slogans through pathos and ethos. It is hoped that this study will contribute to the persuasive function of metadiscourse in advertising slogans.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jie Xia
PY  - 2020
DA  - 2020/11/06
TI  - Linguistic Realizations of Metadiscourse in Advertising Slogans: A Case Study of McDonald’s
BT  - Proceedings of the 2020 5th International Conference on Modern Management and Education Technology (MMET 2020)
PB  - Atlantis Press
SP  - 696
EP  - 699
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201023.137
DO  - 10.2991/assehr.k.201023.137
ID  - Xia2020
ER  -