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A content analysis of banner ads in three well-known telecom companies in Saudi Arabia
Other Title(s)
تحليل مضمون الشعارات الإعلانية الخاصة بشركات الاتصال الثلاثة في المملكة العربية السعودية
Joint Authors
al-Widyan, Wijdan
Shuayb, Amal Muhammad Salih
Source
Journal of King Abdulaziz University : Arts and Humanities
Issue
Vol. 23, Issue 1 (30 Jun. 2016), pp.155-173, 19 p.
Publisher
King Abdulaziz University Scientific Publishing Center
Publication Date
2016-06-30
Country of Publication
Saudi Arabia
No. of Pages
19
Main Subjects
Abstract EN
The present study focuses on a content analysis of online banner advertisements of three well-known telecom company websites : STC, Mobily, and Zain.
Although there are hundreds of people in Saudi Arabia (both Saudis and expatriates) who use at least one of these three companies as their mobile/Internet provider there is scarce research that has investigated this specific type of ad in this particular country for these specific consumers.
Therefore, this study is mapping out the terrain for how language works for this form of discourse and identifying its most prominent linguistic features.
To achieve this end, 60 online banner ads were used to examine the linguistic means utilized by three telecom companies on their websites.
The data were analyzed following Lapšanská’s (2006) linguistic classification at various linguistic levels: semantic, syntactic, lexical morphological, and phonological.
The findings suggest that online banner ad language is used creatively at various linguistic levels.
Moreover, they also depict that all three companies use very similar linguistic features in their banner ads and are not very different from international telecom company ads.
Also, the study provides evidence that the products and services that these telecom companies advertise indicate a deep understanding of their consumers.
Finally, the findings will provide Saudi-based telecom companies with empirical data that could help their language marketing tactics.
American Psychological Association (APA)
al-Widyan, Wijdan& Shuayb, Amal Muhammad Salih. 2016. A content analysis of banner ads in three well-known telecom companies in Saudi Arabia. Journal of King Abdulaziz University : Arts and Humanities،Vol. 23, no. 1, pp.155-173.
https://search.emarefa.net/detail/BIM-717249
Modern Language Association (MLA)
al-Widyan, Wijdan& Shuayb, Amal Muhammad Salih. A content analysis of banner ads in three well-known telecom companies in Saudi Arabia. Journal of King Abdulaziz University : Arts and Humanities Vol. 23, no. 1 (2016), pp.155-173.
https://search.emarefa.net/detail/BIM-717249
American Medical Association (AMA)
al-Widyan, Wijdan& Shuayb, Amal Muhammad Salih. A content analysis of banner ads in three well-known telecom companies in Saudi Arabia. Journal of King Abdulaziz University : Arts and Humanities. 2016. Vol. 23, no. 1, pp.155-173.
https://search.emarefa.net/detail/BIM-717249
Data Type
Journal Articles
Language
English
Notes
Includes appendices : p. 169-172
Record ID
BIM-717249