Emotional Persuasion in Localized Advertising: Analyzing the Dialectal Language and Visual Images

Abstract

<p>The purpose of this study is to investigate emotional persuasion in localized advertising by exploring how language and images are used to appeal emotionally. The empirical data consists of 32 TV commercials in spoken Swiss-German dialect by the Swiss cooperative Migros. The study is conducted through a mixed-methods approach of content analysis and qualitative analysis (linguistic and semiotic analysis). The outcome of the study is a framework of emotionally persuasive advertising in emotionally appealing dialectal language, emotionally appealing images, and their interplay. The framework opens new perspectives on understanding emotionally appealing advertising.</p>