PERSUASIVE DISCOURSE IN ADVERTISING: A COMPARATIVE ANALYSIS OF HUMAN-WRITTEN AND AI-GENERATED TEXTS

Abstract

The aim of this research is to analyze the persuasive strategies of advertisement discourse (human-made and AI-generated) using pragma-rhetorical methods from four different perspectives: linguistic, pragmatic, emotional and psychological approaches. This research integrates Pragmatic theory, Rhetorical theory and the meaning of the "pathos" appeal to analyze the representational and propositional meanings created and conveyed in contemporary advertisement discourses. The purpose of this research is to identify the linguistic features, persuasive techniques and emotional appeals that both human-generated and AI-generated advertisements use to persuade audiences and elicit consumer behaviours and responses. In relation to the research methodology, Pragmatic Theory is used to determine how both the linguistics and pragmatic aspects of advertisements play a role in persuasion, whether the advertisements are created by humans or are AI-generated.  This in-depth analytical process aims to develop a better understanding of how to use persuasion in advertising by both humans as well as AI through an analysis of all aspects of advertising including; linguistics, emotion, & psychology (the techniques and strategies used by advertisers) that create persuasive messages. This study is a significant addition to our current knowledge regarding the complexity of persuasive language in advertising, and will provide information on how advertisers use persuasive techniques strategically to change consumer perceptions, create excitement in the audience, and to create an emotional connection with the audience within the context of the current digital age.