Article
Licensed
Unlicensed
Requires Authentication
An analysis of persuasive communication in Korean home shopping advertising
-
Jinbong Choi
Published/Copyright:
November 3, 2011
Abstract
In South Korea, sales by home shopping channels are increasing, and home shopping channels are securing a position as an advertising medium. Because of the economic importance of these channels, research on home shopping channels is necessary to understand their unique rhetorical strategies; these include dialogue, display, and persuasive techniques. Therefore, this study examines the GS and CJ39 Home Shopping Channels in South Korea. To analyze Korean home shopping channels, this study identifies and analyzes various persuasion appeals, persuasive premises, and persuasion strategies and tactics that appear in the advertisement discourse.
Keywords:: Korean home shopping channel; persuasive communication; advertising speech; persuasive premise; appealing point; rhetorical strategy
Published Online: 2011-11-03
Published in Print: 2011-November
© 2011 Walter de Gruyter GmbH & Co. KG, Berlin/Boston
You are currently not able to access this content.
You are currently not able to access this content.
Articles in the same Issue
- An analysis of persuasive communication in Korean home shopping advertising
- The joint construction of a journalistic expert identity in studio interactions between journalists on TV news
- Connecting with the reader: participant-oriented metadiscourse in newspaper texts
- The meaning of [exiting]: towards a grammaticalization of architecture
- Accepted and resisted: the client's responsibility for making proposals in activation encounters
- Arguing with otherness: intertextual construction of the attorney stance in the Chinese courtroom
Keywords for this article
Korean home shopping channel;
persuasive communication;
advertising speech;
persuasive premise;
appealing point;
rhetorical strategy
Articles in the same Issue
- An analysis of persuasive communication in Korean home shopping advertising
- The joint construction of a journalistic expert identity in studio interactions between journalists on TV news
- Connecting with the reader: participant-oriented metadiscourse in newspaper texts
- The meaning of [exiting]: towards a grammaticalization of architecture
- Accepted and resisted: the client's responsibility for making proposals in activation encounters
- Arguing with otherness: intertextual construction of the attorney stance in the Chinese courtroom
