Emotional engagement in Thai and Japanese insurance advertising

corpus-based keyword analysis

Chavalin Svetanant*, Brian Ballsun-Stanton, Attapol T. Rutherford

*Corresponding author for this work

Research output: Contribution to journalArticle

Abstract

Advertisements demonstrate patterns of communication imagined as acceptable to the communities at which they are aimed, serving as cultural artefacts that provide insights into shared cultural interpretations and social interactions. Drawing on techniques from corpus linguistics, text linguistics and the Appraisal framework, we conducted an analysis of salient keywords in a collection of Thai and Japanese TV commercials (TVCs) for insurance products in order to identify statistically significant keywords and examine emotional engagement. We reveal how specific keywords and communicative strategies used in the persuasive discourse of the insurance products reflect Thai and Japanese socio-cultural preferences and values. We found that while Thai TVCs demonstrate a higher audience engagement through the use of metadiscourse markers such as engagement markers and emphatics under the theme of moral and family values, Japanese TVCs highlight information-dense content-words, including the extensive use of statistical numbers demonstrating themes of security, health, and value propositions.
Original languageEnglish
JournalCorpora
Publication statusAccepted/In press - 2022

Keywords

  • Corpus linguistics
  • Keyword analysis
  • Attitudinal alignment
  • Appraisal
  • Metadiscourse markers
  • Japanese advertising
  • Thai advertising
  • Insurance

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