Abstract:
This article examines the performance of auditory semiotic systems and discursive methods in radio advertising texts and shows what audio techniques and possibilities are used to convey direct and indirect meanings of the advertising message. By analyzing several examples of radio advertisements, the author demonstrates that the different layers of the radio message—namely the layers of speech, music, and ambient sounds—are employed in the design of radio advertising texts in such a way that the listener is encouraged to purchase the desired goods or services. Other textual layers, discursive methods, and the persuasive role of language also play an important role in achieving this goal.
Machine summary:
By analyzing several examples of radio advertisements, the author shows that the different layers of the radio message, namely the layers of speech, music, and ambient sounds, are employed in the design of radio advertising texts in such a way that the listener is encouraged to purchase the desired goods or services.
Since discursive tools are considered one of the effective strategies in the process of producing and receiving texts, the awareness of radio advertisers regarding the quality of how these tricks function allows them to pay more attention to the needs of their audience and to create interesting and understandable texts, in such a way that they encourage the audience to purchase goods or use the advertised services.
Given that radio is an auditory medium and has access to speech, music, and ambient sounds, and since the primary goal of designing radio advertising texts is to persuade the listener to purchase the advertised product, we want to see how these texts function in fulfilling the persuasive role of language.
Providing a novel research domain in the field of linguistic studies and applying theories presented in these fields The most important hypothesis upon which this research is based is that in a radio advertisement, the textual layers of speech, music, and ambient sounds, as well as the secondary layers of extra-linguistic factors, title, broadcast time, and advertisement genre, are employed in a persuasive role.
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