A Discourse Analysis of Rhetorical Linguistic Techniques in Digital Marketing Brand Slogans for Consumer Attraction

The purpose of this study is to evaluate how rhetorical linguistic devices affect customer appeal in brand slogans for digital marketing under the roof of discourse analysis. Brand slogans are succinct means of delivering a strong impact image in the dynamic world of digital marketing influencing a great consumer purchase interest. This qualitative study analyzes 50 brand slogans that were chosen at random from a pool of 500, using the simple random sampling technique. Then, the researcher manually applies 10 chosen rhetorical devices from the book “A Handbook of Rhetorical Devices by Robert A. Harris” Harris, (1997) which are amplification, climax, personification, apostrophe, alliteration, onomatopoeia, anaphora, epistrophe, parallelism, and antithesis on those 50 brand slogans.  This study shows that 'Amplification" is the most used rhetorical device in digital marketing brand slogans. This study intends to advance the conversation about effective consumer outreach in the digital age by providing a greater understanding of the communicative subtleties inherent in brand slogans.