A Genre Analysis of Advertising Discourse

Abstract

This study examines the structure of English advertising discourse from the perspective of genre theory. The analysis is based on a corpus of 100 English advertisements collected from the websites of brands in the milk, cosmetics, mineral water, and electronics.  The findings reveal that this  discourse typically follows a specific structure to ensure logical and effective message delivery. This structure includes the following parts: Title, Slogan, Product Image, Product Explanation, Target Market, Highlighting Product Advantages, Commitment, Building Trust, Verification, Motivation, Call to Action, and Contact Information. Of these, the mandatory components aimed at attracting customers to purchase the products are: Product Image (85%), Product Explanation (92%), Highlighting Product Advantages (81%), Target Market (71%), Commitment (88%), and Motivation (83%). The optional components help customers identify the product (Title (68%), Slogan (56%), Call to Action (79%), Contact Information (51%).