A Multi-Model Study Of Persuasion Strategy in Some Medical Marketing Brochures
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Abstract
The current study deals with the concept of persuasion, which is one of the prominent linguistic phenomena in all societies. The study attempts to examine the concept of persuasion in marketing context from the point of view of the multimodality of promotional medical brochures, taking into account the fact that the process of persuasion in marketing of medical brochures depends on the relationship between texts, images, designs, fonts, and other factors.
The study uses a multimodal analysis of some medical brochures, it includes textual and graphic analysis multimodality.
The study aims to show how texts are made and their connection to other texts or images that are added to the medical brochures to make them carry an accurate meaning. It shows the strategies of persuasion used by the owners of medical products manufacturers and why they use these strategies. A search for the various elements of persuasion and marketing used in medical brochures, both linguistically and visually.
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