Presupposition towards Metadiscourse in Product Centric Malaysian Food & Beverages Television Advertisements

Abstract

The advertising industry has moved into the digital era, however it does not mean the traditional platform is not affective. Television advertisement is still the main advertising platforms that brands choose to advertise their product or services. This is because, television has a big reach and consumers presupposes that brands who advertise on television are well established, hence making it one of the factors brands still consider advertising on television. When it comes to advertising, the copy is indeed important in order to convey the message towards the consumers, in which metadiscourse plays a big role in shaping the contents of the advertisement. For this study, if focuses on the consumers presupposition towards the presence of metadiscourse in product centric Malaysian food and beverages television advertisement. The methods used are qualitative methods, where 30 Malaysian subjects chosen at random are show 10 Malaysian food and beverages television advertisement. The results shows that the consumers presupposes that metadiscourse helps them to understand the message of the advertisement better and how the target audience influences the use of metadiscourse in the content of the television advertisement. It is hoped further studies are done on metadiscourse for non-product centric television advertisements.