Browsing by Author "Agyakoma, Sarfo Mavis"

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    The speech acts of persuasion: a case study of Pharmaceutical advertisement in selected Ghanaian media .
    (KNUST, 2023-02) Agyakoma, Sarfo Mavis
    ABSTRACT Advertisers of pharmaceutical products use language to communicate with their customers to persuade and influence them. This study was, therefore, conducted to investigate the speech acts used in the advertisements of pharmaceutical products in selected Ghanaian media. A total of forty (40) English and Twi adverts from radio and television on pharmaceutical products constituted the data set for the study. The data was analyzed using Searleā€Ÿs (1969) classification of illocutionary speech acts and Rank's (1991) Model of persuasion. The study found that pharmaceutical advertisers used representative, declarative, directive, commissive, and expressive acts respectively to communicate the most to buyers. Again, the study showed how speech acts facilitate the achievement of persuasion in adverts. Advertisers mostly use attention-getting and desire-stimulation techniques as the strongest persuasive intentions. The findings have implications for the speech act theory about advertising and research on pharmaceutical advertising