Manufacturing consumer consent via contest entry form as promotional genre

The research interest of this thesis was to describe, interpret and explain the influence of a particular genre of promotional discourse on consumers. Those in the advertising industry loosely identify this genre as the contest entry form or CEF. Key questions include analysing the verbal and visual...

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Main Author:	Soo, Jacquelyn Poh Yoke
Format:	Thesis
Language:	English English
Published:	2011
Subjects:	Sales promotion Prize contests in advertising Consumers
Online Access:	http://psasir.upm.edu.my/id/eprint/27262/1/FBMK%202011%2041R.pdf
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id	my-upm-ir.27262
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spelling	my-upm-ir.272622014-02-28T02:35:12Z Manufacturing consumer consent via contest entry form as promotional genre 2011-07 Soo, Jacquelyn Poh Yoke The research interest of this thesis was to describe, interpret and explain the influence of a particular genre of promotional discourse on consumers. Those in the advertising industry loosely identify this genre as the contest entry form or CEF. Key questions include analysing the verbal and visual strategies employed in CEFs in relation to specific products that were promoted, how promotional advertisers use these linguistic and non-linguistic strategies to manufacture consumer consent, and if there were any differences in perceptions about CEFs between consumers at large and those whose professions are related to the promotional and/ or advertising fields. The study used the mixed methods approach based on Creswell’s (2003) sequential exploratory design to analyse data in two phases. In the qualitative phase, a textual corpus of 118 CEFs collected from major supermarkets throughout the Klang Valley, Malaysia was examined. Eight key verbal and three key visual components were identified. Embedded underlying strategies within the verbal components include foregrounding, backgrounding, presupposition and connotation while those found within visual components included composition, visual modality and using structures of representation. In the quantitative phase, survey data from two groups of respondents (60 from the promotions and advertising fields; 59 from those whose professions were not related to either field) were analysed. The results showed that while occupational insights did make a difference in certain areas such as those pertaining to questionable criteria like the lucky draw and biggest spender, the implicit processes of “naturalisation” and “inculcation” (Fairclough, 1989, p. 75) may help explain how overall responses showed that insiders may be as “disadvantaged” (Janks, 1997, p. 28) as outsiders in relation to the messages the former encode as producers of the genre. It was thus concluded that the promotional genre in question largely succeeded in reaffirming commercial contest entry as a social practice that is a part of the goods purchasing activity. The researcher hopes that the present research provides deeper insights into promotional advertising discourse. Some guidelines for consumers to make more informed purchasing decisions, as well as suggestions for further research are made at the end of the thesis. Sales promotion Prize contests in advertising Consumers 2011-07 Thesis http://psasir.upm.edu.my/id/eprint/27262/ http://psasir.upm.edu.my/id/eprint/27262/1/FBMK%202011%2041R.pdf application/pdf en public phd doctoral Universiti Putra Malaysia Sales promotion Prize contests in advertising Consumers Faculty of Modern Language and Communication English
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English English
topic	Sales promotion Prize contests in advertising Consumers
spellingShingle	Sales promotion Prize contests in advertising Consumers Soo, Jacquelyn Poh Yoke Manufacturing consumer consent via contest entry form as promotional genre
description	The research interest of this thesis was to describe, interpret and explain the influence of a particular genre of promotional discourse on consumers. Those in the advertising industry loosely identify this genre as the contest entry form or CEF. Key questions include analysing the verbal and visual strategies employed in CEFs in relation to specific products that were promoted, how promotional advertisers use these linguistic and non-linguistic strategies to manufacture consumer consent, and if there were any differences in perceptions about CEFs between consumers at large and those whose professions are related to the promotional and/ or advertising fields. The study used the mixed methods approach based on Creswell’s (2003) sequential exploratory design to analyse data in two phases. In the qualitative phase, a textual corpus of 118 CEFs collected from major supermarkets throughout the Klang Valley, Malaysia was examined. Eight key verbal and three key visual components were identified. Embedded underlying strategies within the verbal components include foregrounding, backgrounding, presupposition and connotation while those found within visual components included composition, visual modality and using structures of representation. In the quantitative phase, survey data from two groups of respondents (60 from the promotions and advertising fields; 59 from those whose professions were not related to either field) were analysed. The results showed that while occupational insights did make a difference in certain areas such as those pertaining to questionable criteria like the lucky draw and biggest spender, the implicit processes of “naturalisation” and “inculcation” (Fairclough, 1989, p. 75) may help explain how overall responses showed that insiders may be as “disadvantaged” (Janks, 1997, p. 28) as outsiders in relation to the messages the former encode as producers of the genre. It was thus concluded that the promotional genre in question largely succeeded in reaffirming commercial contest entry as a social practice that is a part of the goods purchasing activity. The researcher hopes that the present research provides deeper insights into promotional advertising discourse. Some guidelines for consumers to make more informed purchasing decisions, as well as suggestions for further research are made at the end of the thesis.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Soo, Jacquelyn Poh Yoke
author_facet	Soo, Jacquelyn Poh Yoke
author_sort	Soo, Jacquelyn Poh Yoke
title	Manufacturing consumer consent via contest entry form as promotional genre
title_short	Manufacturing consumer consent via contest entry form as promotional genre
title_full	Manufacturing consumer consent via contest entry form as promotional genre
title_fullStr	Manufacturing consumer consent via contest entry form as promotional genre
title_full_unstemmed	Manufacturing consumer consent via contest entry form as promotional genre
title_sort	manufacturing consumer consent via contest entry form as promotional genre
granting_institution	Universiti Putra Malaysia
granting_department	Faculty of Modern Language and Communication
publishDate	2011
url	http://psasir.upm.edu.my/id/eprint/27262/1/FBMK%202011%2041R.pdf
_version_	1747811583875088384

Manufacturing consumer consent via contest entry form as promotional genre

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