A COMPARATIVE STUDY OF THE USED PERSUASIVE TECHNIQUES BETWEEN WOMEN AND MEN’S YOUTUBE ADVERTISEMENTS OF PERFUME MARKETING

Abstract

The current paper presents a compartive examination of the persuasive techniques exploited in the commercial advertisements of womens and mens perfume from the sociopragmatic perspective. The selected commercials advertisements are taken from six international brands of perfume namely: Dior, Dolce AND Gabbana (womens perfume), Chanel No.5, Davidoff, Hugo Boss and Tom Ford (mens perfume). The method of this paper is a combination of two sociolinguistic observations and two pragmatic models. The sociolinguistic observations focus on the gendered differences in the choice of colour terms, adjectives, hedges and the topics of public discussions. The pragmatic models concentrate on the cases of notobserving Grices maxims and the off record strategies (OFR) of politeness theory. The analysis reveals that the sociopragmatic persuasive techniques examined in the commercials of womens perfume are different from those employed in the commercials of mens perfume. This shows that the language of womens commercial perfumes is sociopragmatically distinctive from that of mens perfumes.

Keywords

• коммерческая реклама
• убеждение
• прагматические кейсы и стратегии
• социолингвистические аспекты
• женщины
• мужчины
• commercial advertisements
• persuasion
• pragmatic cases and strategies
• sociolinguistic aspects
• women
• men