ISSN: 2222-6990
Open access
Festive television advertisements in Malaysia have been on a rise lately as viewers are always waiting for brands to release their advertisements for every festive season and would compare with amongst the brands. It is important to critically understand and create quality content for the festive television advertisement. This is a qualitative study that analysed 29 festive television advertisements from the year 2019 and looked at the presence and the usage of the metadiscourse in the advertisements. The results of the study showed that the most common metadiscourse used in festive television advertisement is interactional resources in which it was a self-mention used by all brands. Self–mention is the advertisement mentioning the brand name itself in the advertisement. Overall, it shows that although festive advertisements often use the emotional route, in branding, brands are still in used in the festive advertisements to increase brand recognition and brand recall. It is hoped that the future study could focus on the element of metaphor in the festive television advertisement.
Chakkambath, R, S. (2017). The Impact of Digital Marketing with TV as a Mode of Advertisement. International Journal of Scientific Engineering and Research, 5(12), 81–86.
Hyland, K. (2005). METADISCOURSE. London: Continuum
Hyland, K. (1998). Persuasion and context: The pragmatics of academic metadiscourse. Journal of Pragmatics, 30(4), 437-455.
Hyland, K. (2005). Stance and engagement: a model of interaction in academic discourse. Discourse Studies, 7(2), 173–192.
Hyland, K. (2017). Metadiscourse: What is it and where is it going?. Journal of Pragmatics, 113, 16-29.
Kellner, D. (2018). Television and the crisis of democracy. New York, NY: Routledge.
Kuyucu, M. (2020). Television and Advertising: The History of TV Advertising from and Industrial Look. International Social Mentality and Researcher Thinkers Journal, 6(29), 258-269.
Roslan, N. W., Abdul Halim, H., Abdul Jabar, M. A., & Hassan, H. Z. (2020). The Importance of Product USP Mention in Milk Formula Television Advertisement. In Normaliza Abd Rahim (Ed). Penyelidikan Wacana; Teori dan Aplikasi. Pp. 137-134. Terengganu: Penerbit Universiti Malaysia Terengganu.
Park, W. Y., Gopal, A., & Phadke, A. (2017). Energy savings opportunities in the global digital television transition. Energy Efficiency, 10, 999–1011.
Turow, J. (2018). The development of the modern advertising industry. In The Advertising Handbook (pp. 3-15). New York, NY: Routledge.
In-Text Citation: (Roslan et al., 2021)
To Cite this Article: Roslan, N. W., Roslan, S. N. A., Roslan, N. M., & Amirrudin, S. (2021). Metadiscourse in 2019 Malaysia Festive Television Advertisements. International Journal of Academic Research in Business and Social Sciences, 11(8), 1220–1241.
Copyright: © 2021 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode