Persuasive techniques in TV commercials: contrasting MCDONALD’S and BURGER KING
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Title
Persuasive techniques in TV commercials: contrasting MCDONALD’S and BURGER KINGAuthor (s)
Tutor/Supervisor; University.Department
Esbrí-Blasco, Montserrat; Universitat Jaume I. Departament d'Estudis Anglesos, /Date
2021-06-07Publisher
Universitat Jaume IAbstract
Advertising has become part of our daily lives and it can be seen consciously or
unconsciously everywhere. According to Frank Jefkins (1984), advertising is considered as
the spreading of ideas, services or products ... [+]
Advertising has become part of our daily lives and it can be seen consciously or
unconsciously everywhere. According to Frank Jefkins (1984), advertising is considered as
the spreading of ideas, services or products in line with the interests of advertisers. Along
with advertising, persuasion is present in TV commercials as an essential factor.
Furthermore, as Bovée and Arens (1992) stated, advertising persuades, informs and reminds
customers in an attempt to increase buyer interest and the profitability of the products or
services offered. Specifically, this study focuses on the analysis of two leading fast-food
brands: McDonald’s and Burger King TV commercials (4 per brand). The main objective is
to identify which persuasive strategies are present in the advertisements and, once they are
identified, a contrastive analysis of the differences and similarities between the TV
commercials of both brands is performed. Some of the chosen persuasive techniques –
frequently used in advertising – have been examined by Prelipceanu (2013). As regards these
persuasive techniques, the results obtained unveil the main strategies that McDonald’s and
Burger King use to persuade consumers, and the variations and similarities between the two
brands. [-]
Subject
Description
Treball Final de Grau en Estudis Anglesos. Codi: EA0938. Curs acadèmic: 2020/2021
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info:eu-repo/semantics/bachelorThesisRights
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- Grau en Estudis Anglesos [351]