IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i9p3560-3572.html
   My bibliography  Save this article

Exploring the Impact of Language in Advertising on Consumers’ Purchase Intentions: A Thematic Literature Analysis

Author

Listed:
  • Ahmad Harith Syah Md Yusuf

    (Academy of Language Studies, Universiti Teknologi MARA (UiTM), Melaka.)

  • Norazira Mohd Abas

    (Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Melaka.)

Abstract

This study explores the literature on how language used in advertising can significantly impact consumers’ purchasing intentions. Language can evoke emotions, build trust, and create a compelling brand image, ultimately affecting consumer decisions. Understanding the themes and patterns of how language impacts consumers’ purchase intention is essential for academic inquiry and practical application in marketing strategies. This paper aims to study the themes and patterns of accessible literature from 2019 until 2023 in Google Scholar, Semantic Scholar, and Science Direct, specifically on the use of language in advertisement and how it affects consumers’ purchase intention. The analysis adopted Braun & Clake’s 6-step Thematic Analysis in exploring the themes and patterns of the use of language in advertisement. The study’s findings show that several themes and sub-themes were identified while exploring the literature. Among them are Exaggeration as a Persuasive Technique, Cultural Resonance and Social Identity, Emotional and Sensory Appeal, Informal Language, and Routes of Persuasion. Based on these themes, the study found that language within these themes aligns with several persuasive strategies. As a result, advertisers can understand a more specific perspective on the use of language in advertisements, enabling them to create advertisements that maximize persuasive language strategy within specific themes.

Suggested Citation

  • Ahmad Harith Syah Md Yusuf & Norazira Mohd Abas, 2024. "Exploring the Impact of Language in Advertising on Consumers’ Purchase Intentions: A Thematic Literature Analysis," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(9), pages 3560-3572, September.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:9:p:3560-3572
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-9/3560-3572.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/exploring-the-impact-of-language-in-advertising-on-consumers-purchase-intentions-a-thematic-literature-analysis/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. David Luna & Laura A. Peracchio, 2005. "Advertising to Bilingual Consumers: The Impact of Code-Switching on Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 760-765, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. OSO Mary Temiloluwa & Prof. Emmanuel Taiwo Babalola, 2024. "Patterns of Code-Alternation in Nigerian Advertisement Jingles on Radio and Youtube," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3s), pages 6201-6217, December.
    2. Bell, Monique L. & Puzakova, Marina, 2017. "¿Y Usted? Social influence effects on consumers' service language preferences," Journal of Business Research, Elsevier, vol. 72(C), pages 168-177.
    3. Kubat, Umut & Swaminathan, Vanitha, 2015. "Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 354-362.
    4. Huda Khan & Richard Lee, 2020. "A sociolinguistic perspective of the effects of packaging in bilingual markets," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 130-142, March.
    5. Holmqvist, Jonas & Van Vaerenbergh, Yves & Lunardo, Renaud & Dahlén, Micael, 2019. "The Language Backfire Effect: How Frontline Employees Decrease Customer Satisfaction through Language Use," Journal of Retailing, Elsevier, vol. 95(2), pages 115-129.
    6. Hu Zhimin & James Mark X. & Testa Giorgio & Navarrete Eduardo, 2024. "“Gusto” or “Taste”? Anglicisms Change Perceived Product Risk and Product Appeal in Italian Print Advertising," Review of Marketing Science, De Gruyter, vol. 22(1), pages 219-252.
    7. Dwight R. Merunka, 2013. "Reinterpreting cultural priming effects in cross-cultural consumer research," AMS Review, Springer;Academy of Marketing Science, vol. 3(4), pages 232-248, December.
    8. Azab, Carol & Clark, Terry, 2017. "Speak my language or look like me? – Language and ethnicity in bilingual customer service recovery," Journal of Business Research, Elsevier, vol. 72(C), pages 57-68.
    9. Alvarez, Cecilia M.O. & Miniard, Paul W. & Jaccard, James, 2017. "How Hispanic bilinguals' cultural stereotypes shape advertising persuasiveness," Journal of Business Research, Elsevier, vol. 75(C), pages 29-36.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:8:y:2024:i:9:p:3560-3572. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.