A Contrastive Study of Persuasive Appeals in Online Advertising: Investigating Persuasive Appeals in Jordanian and Egyptian Telecommunication Advertisements During Ramadan

Marah Abu Judaa and Aseel Alshbeekat

English Language Teaching, 2024, vol. 17, issue 8, 21

Abstract: This research analyzes the persuasive appeals employed by telecommunication companies in Jordan and Egypt during Ramadan, aiming to decipher the interplay of cultural dynamics on advertising strategies. The study investigates the frequencies and types of persuasive appeals utilized by these companies, focusing on the most influential appeals, cross-cultural consistencies, and areas of divergence. The research methodology employs a mixed-method approach. The analysis encompasses a diverse range of appeals, with "Appeal for Price," "Rational," and "Social" emerging prominently. Cultural variations surface, highlighting distinctions in explicit information usage, appeal preferences, and humor utilization. The study underscores the strategic significance of appeals like "Rational" and "Appeal for Price" and the impact of explicit information dominance in Jordanian advertisements. Moreover, it sheds light on the shared reliance on rational appeals across both cultures and explores the infrequent use of humorous and card stacking appeals. The findings hold implications for advertising effectiveness during Ramadan, emphasizing cultural sensitivity, strategic appeal deployment, and continuous adaptation. Acknowledging limitations in sample size and temporal specificity, the study recommends a balance of explicit and implicit information, exploration of humor, and collaborative research initiatives for industry growth. This research lays the groundwork for future investigations into culture and evolving dynamics in telecommunication advertising during Ramadan.

Date: 2024
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