Persuasive Language in ELT-Related Ads on Social Media

Abstract

In line with the concept of mobile learning in English Language Teaching (ELT), the aim of this research is to explore how Iranian ELT practitioners take advantage of social media to propose supportive and impactful language learning programs by adhering to persuasive linguistic devices. The research design is nonexperimental and explorative. ELT-related commercial videos and pictures were identified on social media platforms, including Instagram, Facebook, TikTok, and YouTube. We delved into the syntactic and pragmatic features of the data on ELT-related ads to identify the persuasive techniques and strategies these ads resort to for attracting language learners to online classes and services. To analyze the data, the widely-used and acknowledged Cialdini's (The psychology of persuasion, Quill William Morrow, 1984) principles of persuasion are employed. The results manifested that 'reciprocity' and 'scarcity' were the most used persuasive strategies, while 'commitment and consistency' and 'consensus' were the least favorable persuasion principles in these ads. The analysis of the Iranian ELT-related ads indicated that the language used within this context is purposeful and strategic. A contextual investigation of the ELTrelated ads on social media can meaningfully contribute to social practices underlying English language pedagogy and digital literacy.

Linguistic Variation in Online Sympathy Expression

“…Manning [4] and Klass [3] discuss the importance of understanding cultural variations in mourning practices to ensure respectful and empathetic communication. The role of online condolences in times of crisis, such as natural disasters, has been examined by scholars like Morady Moghaddam and Esmaeilpour [6]. These studies highlight how digital platforms facilitate collective mourning and support during traumatic events.…”