The Use of Illocutionary Acts as Persuasive Tools in the Slogans of Electronic Car Advertisements

This study examines the persuasive power of illocutionary acts in electronic car advertisements, applying John Searle’s Persuasive Strategies Theory. Illocutionary acts, such as asserting, promising, and advising, are used in slogans to influence consumer behavior. The research analyses a selection of electronic car advertisements, identifying the types of illocutionary acts employed and their persuasive effects. To achieve the above objectives, 4 electronic car advertisements were addressed which were selected from the internet from March 2016 to April 2019. This study utilized mainly qualitative data analyses. The findings demonstrate how advertisers leverage illocutionary acts to create persuasive messages, build brand identity, and drive consumer engagement. The study contributes to our understanding of the role of language in advertising and provides insights for marketers seeking to craft effective persuasive strategies. By applying Searle’s theory, this research highlights the significance of illocutionary acts in shaping consumer attitudes and behaviors in the context of electronic car advertisements.