Metadiscourse markers in online promotions: exploring linguistic and visual metadiscourse in Jordanian school promotions

Aseel Alshbeekat; Anas Awwad

doi:10.1590/1983-3652.2024.51670

Auteurs

Aseel Alshbeekat Isra University, Faculty of Arts, Department of English Language / Translation, Amman, Jordan https://orcid.org/0000-0001-7327-8482
Anas Awwad Isra University, Faculty of Arts, Department of English Language & Literature, Amman, Jordan https://orcid.org/0000-0002-5458-0181

DOI :

https://doi.org/10.1590/1983-3652.2024.51670

Mots-clés :

Directives, Visual metadiscourse, Linguistic metadiscourse, School promotions, Jordanian

Résumé

This study examines the use of visual and linguistic metadiscourse markers in academic posters of private schools in Jordan and their role in persuasion. To this end, the study analyses a corpus of 40 advertisements for the use of visual and linguistic metadiscourse markers. The advertisements were published between 2019 and 2023 and were chosen randomly. The data were analysed qualitatively following Kumpf’s (2000) framework of visual metadiscourse and Kenyland Hyland (2005) model of linguistic metadiscourse. The study compared the use of visual and linguistic metadiscourse markers in the academic posters and examined how the use of these metadiscourse markers plays a crucial role in the process of persuasion and in encouraging parents to choose a particular school over another. The results showed that all types of visual metadiscourse, particularly attraction, convention and consistency, were highly marked in the data examined. The results also showed that directives had the highest frequency compared to other linguistic metadiscourses and were used as essential elements of persuasive language. The study concluded that the role of visual and linguistic metadiscourse in reflecting the goals of academic institutions, engaging audiences, and attracting parents’ interest cannot be ignored and plays an effective role in persuasive writing. The study holds implications for advertising effectiveness, emphasizing cultural sensitivity, strategic appeal deployment, and continuous adaptation. Acknowledging limitations in sample size and temporal specificity, the study recommends a balance of explicit and implicit information, exploration of humor, and collaborative research initiatives for industry growth.

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