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
Recommended Citation
Javillonar, M. G. (2017). Discourse features in selected Philippine billboards. Retrieved from https://animorepository.dlsu.edu.ph/etd_doctoral/543