Discourse Analysis of Rhetorical Linguistic Modes in Digital Marketing Brand Slogans for Enhancing Consumer Attraction and Engagement: A Corpus Study

Abstract

In the quick-paced world of advertising in digital marketing, brand slogans attempt to persuade to develop and cultivate a brand status. Brand Slogans typically focus on the affective aspect of the message, which makes them very straightforward and appealing to a certain audience. This research aims to critically investigate the use of persuasion in digital marketing brand slogans through a qualitative analysis of 50 digital marketing brand slogans. The study uses a corpus of 50 digital marketing brand slogans chosen from a population of 500 brand slogans through the basic probability process of simple random sampling. The Researcher applies the three rhetorical devices developed by Aristotle: logos, ethos, and pathos to those 50 brand slogans. The study manually organizes, classifies, and analyzes marketing slogans to get significant results at the nexus of discourse analysis and rhetorical techniques. The result reveals that ‘Pathos’ is generally the most used Rhetorical Linguistic Mode in digital marketing Brand Slogans. This study attempts to fill a knowledge vacuum about how these rhetorical modes are used in digital brand slogans to successfully attract customers.