John Searle’s Directive Speech Acts as Advertizing Strategies by Mobile Network Companies in Côte d’Ivoire

Abstract

Abstract: This paper explores the use of John Searle's directive speech acts as advertising strategies implemented by mobile network companies in Côte d'Ivoire. It describes the way mobile network companies resort to J. Searle’s directive speech acts to manipulate customers or potential customers into subscribing to their services. Through a lens of John Searle’s Speech Act Theory, the study is underpinned in pragmatics and carried out in a qualitative descriptive approach. The analysis of the selected advertisements shows that mobile network companies in Côte d’Ivoire use strategic language to appeal to the needs and desires of customers and potential customers and invite them into specific actions through directive speech acts such as inviting, ordering, and commanding. These findings in turn can empower customers or potential customers into their subscription decisions to mobile services. Keywords: Advertising, Companies, Mobile, Speech, Strategy.