A3 Refereed book chapter or chapter in a compilation book
Emotional Persuasion in Localized Advertising: Analyzing the Dialectal Language and Visual Images
Authors: Pajuranta Katariina
Editors: Alexandra Vignolles, Martin K.J. Waiguny
Publishing place: Wiesbaden
Publication year: 2023
Book title : Advances in Advertising Research (Vol. XII)
Series title: Advances in Advertising Research
Number in series: 12
First page : 351
Last page: 366
ISBN: 978-3-658-40428-4
eISBN: 978-3-658-40429-1
ISSN: 2626-0328
DOI: https://doi.org/10.1007/978-3-658-40429-1_24
Web address : https://doi.org/10.1007/978-3-658-40429-1_24
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/180228838
The purpose of this study is to investigate emotional persuasion in localized advertising by exploring how language and images are used to appeal emotionally. The empirical data consists of 32 TV commercials in spoken Swiss-German dialect by the Swiss cooperative Migros. The study is conducted through a mixed-methods approach of content analysis and qualitative analysis (linguistic and semiotic analysis). The outcome of the study is a framework of emotionally persuasive advertising in emotionally appealing dialectal language, emotionally appealing images, and their interplay. The framework opens new perspectives on understanding emotionally appealing advertising.
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