Discourse features in selected Philippine billboards

Date of Publication

2017

Document Type

Dissertation

Degree Name

Doctor of Philosophy in Applied Linguistics

Subject Categories

Linguistics

College

Br. Andrew Gonzalez FSC College of Education

Department/Unit

English and Applied Linguistics

Thesis Adviser

Jennifer Tan-De Ramos

Defense Panel Chair

Paulina M. Gocheco

Defense Panel Member

Cecilia F. Genuino
Marianne Jennifer M. Gaerlan
Jose Crisitna M. Parina
Marilu R. Madruino

Abstract/Summary

This study investigated the written texts and the visuals present in selected Philippine billboards. Specifically, it aimed to determine the grammatical features employed in Philippine billboard slogans to persuade consumers, describe how billboards are framed visually to persuade consumers, and determine how persuasion is manifested in both the grammatical and visual features found in Philippine billboards. One hundred thirty-five billboards were analyzed in this study. Forty-five (45) each were taken from the thoroughfares of EDSA, NLEX, and SLEX area. The results showed that the written texts contained grammatical features which were mostly nouns, pronouns, verbs, adjectives, and adverbs, while the most common visual features were colors, position of the product, facial expression of the endorser, shots of the endorser, placement of the slogan, and font of the letters. Both the written texts and the visuals projected persuasive elements to the Filipino consumers such as comprehensibility of the text, liking, social proof, authority, consistency, scarcity, abundance, urgency, and reciprocity.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG007526

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer disc; 4 3/4 in.

Keywords

Billboards--Philippines; Signs and signboards--Philippines; Linguistics--Philippines

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