A Sociolinguistic Analysis of Utilizing English Attention-Getting Devices in Jordanian Advertising

Abstract

This study examines the use of English attention-getting devices (words, catchphrases, and slogans) in Jordanian print advertising. Specifically, the study explores the functional and structural dimensions of such devices. To achieve this goal, a random sample comprising twelve issues of three local newspapers was selected. The issues were chosen to cover the period from 2014 - 2016. Ninety-six English attention-getting devices were identified for analysis. The findings of the study reveal that English attention-getting devices used in Jordanian advertising include single words, catchphrases, and slogans. In most cases, these elements are used as persuasive tools that seek to build a positive image of a product, rather than to convey propositional meaning. The findings also show that advertisers make a deliberate linguistic choice of stylistic devices to enhance the memorability of the product advertised. Such a creative use includes lexical, phonological, morphological, syntactic, and semantic aspects of language.