Exploring the Impact of Language in Advertising on Consumers’ Purchase Intentions: A Thematic Literature Analysis

Ahmad Harith Syah Md Yusuf and Norazira Mohd Abas
Additional contact information
Ahmad Harith Syah Md Yusuf: Academy of Language Studies, Universiti Teknologi MARA (UiTM), Melaka.
Norazira Mohd Abas: Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Melaka.

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 9, 3560-3572

Abstract: This study explores the literature on how language used in advertising can significantly impact consumers’ purchasing intentions. Language can evoke emotions, build trust, and create a compelling brand image, ultimately affecting consumer decisions. Understanding the themes and patterns of how language impacts consumers’ purchase intention is essential for academic inquiry and practical application in marketing strategies. This paper aims to study the themes and patterns of accessible literature from 2019 until 2023 in Google Scholar, Semantic Scholar, and Science Direct, specifically on the use of language in advertisement and how it affects consumers’ purchase intention. The analysis adopted Braun & Clake’s 6-step Thematic Analysis in exploring the themes and patterns of the use of language in advertisement. The study’s findings show that several themes and sub-themes were identified while exploring the literature. Among them are Exaggeration as a Persuasive Technique, Cultural Resonance and Social Identity, Emotional and Sensory Appeal, Informal Language, and Routes of Persuasion. Based on these themes, the study found that language within these themes aligns with several persuasive strategies. As a result, advertisers can understand a more specific perspective on the use of language in advertisements, enabling them to create advertisements that maximize persuasive language strategy within specific themes.

Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-9/3560-3572.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... literature-analysis/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:8:y:2024:i:9:p:3560-3572

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().