Open Access
American Research Journal of English and Literature
ISSN (Online): 2378-9026
DOI: 10.46568/arjel
Advertising Herbal Medicines: On Speech Act Selection and Sequencing
Abstract
Research on language use in the advertisement of herbal medicines is quite uncommon. Presently, we do not know of any.
This study investigates language use in selected samples of the advertisement of certain herbal medicines. The focus of
the study is the functions of speech acts when selected (in terms of categories and frequency) and deployed to achieve
intended communicative effects. Hinging on a two-fold theoretical framework (Acheoah’s [1] typology of locutionary
strategies and Bach and Harnish’s [2] speech act taxonomy), this study finds out that: the advertiser’s illocutionary goals
align with speech acts selection and sequencing; the language is captivating and persuasive; in conveying his message,
the advertiser exploits natural human tendencies (aspirations, desires and aversions); and the message is situated in
varied social, pragmatic and psychological contexts.
