Understanding the Roles of Rhetorical Devices and Intertextuality in Promotional Discourse

Abstract

This paper examines the interplay of rhetorical devices and intertextuality in projecting the branding image of promotional discourse i.e. online advertisements of three common fast-food chains in Malaysia. This study, which adapted the framework of rhetorical devices developed by Michalik and Michalska-Suchanek (2016), investigated the utilization of rhetorical devices and intertextual elements in the advertisements by McDonald's, Kentucky Fried Chicken (KFC) and Texas Chicken. The findings from the study show that there is a great difference in the use of the rhetorical devices by the three fast-food chains where Texas Chicken employed the highest number in the types of devices (9 out of 14 types) and KFC utilized the least elements (4 out of 14 types). Halal logo is also used as a common rhetorical device in the advertisements to exert the permissibility/halalness of the food. An examination on the intertextuality of the advertisements brings to light the crucial use of pop culture and local socio-cultural elements in promotional discourse. It could be deduced from the study that among the factors that shape the advertisements are product reputation, modern popular culture, consumers’ beliefs, and cultural norms.

Afrika'nın ilk kadın başkanı olan Ellen Johnson Sirleaf'ın Açılış konuşmasının retorik analizi

“…She, however, promised to revive the HIV policy within 150 days which was also another slogan in the statement. According to Zulkipli and Ariffin (2019), statistics do not only show reality in the speech but also create emotional awareness in the minds of the people, and with Ellen's speech, they were used to verify facts and create awareness about poverty and HIV disease in the country.…”

“…Pathos is known to be emotional appeals orators use to call on the emotions of the audience to make the speech loved and effective (Zulkipli and Ariffin, 2019). The orator appeals to the emotions of the people by expressing his or her feelings through fear, sympathy, or sorrow.…”

Use of Islamic Brand Slogans: Is it Necessary for Attracting Consumers?

“…Consumer perception of a brand through slogans has a big impact on their purchasing decisions. Therefore, businesses must develop goods and slogans that include the cultural values of specific ethnicities (Zulkipli & Ariffin, 2019).…”

“…A slogan's ability to show a company's commitment to Islamic values makes it an important tool in Islamic marketing (Chairiawaty & Zakiah, 2020). Businesses use halal logos and phrases to communicate to clients that their products are sharia compliant and safe (Zulkipli & Ariffin, 2019). Not only that, in Muslim countries, the demand for such products and facilities can have a considerable impact to the countries' economic growth.…”