Persuasive Strategies In Language: A Stylistic Analysis Of The Advertisements Of English Language Academies On Social Media

Abstract

The study examines how English-Language academies use persuasion in their advertisements. The theoretical framework of this study is Geoffrey Leech and Short's (2007) model of linguistic features as lexical, grammatical, figures of speech, cohesion, and context. It examines stylistics analysis in advertisements with specific focus on selected academies in district Karak, Khyber Pakhtunkhwa (Pakistan). This study concentrates on figures of speech and lexical categories. The advertisements show how the academies use stylistic devices to persuade customers and gain market share and how metaphor, allusion, synecdoche, alliteration, simile, and metonymy are used in advertisements. These stylistic devices attract the customers' aims, emphasizing the benefits of English language learning, affordability, and positive imagination, towards the academy. These devices help how academies standout andattract customers. This research analysis helps advertisers of English language academies with the motivational and attraction techniques of advertising for the customers. Academies can affect customers' decisions by effectively communicating their unique benefits and benefits through stylistic devices. This research also emphasizes the role of stylistic patterns affecting customers, especially in social media advertisements of language academies. These advertisements appeal to Urdu speakers using Urdu language elements. To attract attention, words, and phrases are bold and enlarged. ‘Qualified staff’, ‘reasonable fees’, ‘dedicated faculty’, and a peaceful environment persuade viewers of the high-quality education and positive learning environment of the academy. Social media posts with large font sizes for ‘learn’, ‘explore’, ‘and ‘grow’ attract viewers. This study illuminates howEnglish language coaching academies use stylistic devices to attract attention, persuade, and influence students' educational choices. The findings of this study contribute to the existing body of knowledgeon persuasive techniques in advertising and provide practical implications for marketers, educators, and researchers in the fields of advertising and language academies. The understanding of effective persuasive strategies can help academies effectively communicate their strengths, attract more customers, and ultimately impact the decision-making processesof individuals seeking English language coaching. Keywords: Stylistic devices, persuasive, academy, social media, advertisements