期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：8
页码：1220-1241
DOI：10.6007/IJARBSS/v11-i8/10064
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Festive television advertisements in Malaysia have been on a rise lately as viewers are always waiting for brands to release their advertisements for every festive season and would compare with amongst the brands. It is important to critically understand and create quality content for the festive television advertisement. This is a qualitative study that analysed 29 festive television advertisements from the year 2019 and looked at the presence and the usage of the metadiscourse in the advertisements. The results of the study showed that the most common metadiscourse used in festive television advertisement is interactional resources in which it was a self-mention used by all brands. Self–mention is the advertisement mentioning the brand name itself in the advertisement. Overall, it shows that although festive advertisements often use the emotional route, in branding, brands are still in used in the festive advertisements to increase brand recognition and brand recall. It is hoped that the future study could focus on the element of metaphor in the festive television advertisement.
