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Power Of Identity In Charity Advertising: A Systemic Functional Linguistic Approach
ISSN: 2617 - 0299
Publisher: author
Power Of Identity In Charity Advertising: A Systemic Functional Linguistic Approach
Indexed in
Languages and Literatures
ARTICLE-FACTOR
1.3
Article Basics Score: 2
Article Transparency Score: 2
Article Operation Score: 2
Article Articles Score: 3
Article Accessibility Score: 3
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International Category Code (ICC):
ICC-0902
Publisher: International Journal Of Linguistics, Literature And Trans..
International Journal Address (IAA):
IAA.ZONE/261741760299
eISSN
:
2617 - 0299
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Abstract
In previous research on advertising discourse, not much attention was given to the significance of the linguistic choices used by endorsers to show their power of identity. This study aims to analyze the linguistic choices made in three ads of Children Cancer Hospital Egypt 57357 (57357 CCHE) to show the power of identity of political and social authority. Only the parts in which the authorities give their unfiltered verbal feedback on their visit to 57357 CCHE are chosen to be investigated. The uniqueness of the event in which a social authority appears as a political authority (conscript) in 57357 CCHE advertisements urged the need to explore the discourse of such ads to consider the power of identity. The first advertisement is that of the political authority (Egyptian Armed Forces representative) visit to 57357 CCHE. The second advertisement is that in which Egyptian celebrity Mohamed Ramadan as a conscript (a political authority)...
