Understanding the roles of rhetorical devices and intertextuality in promotional discourse

• Main Authors: Zulkipli, Muhammad Fakhrullah, Ariffin, Adlina
• Format: Article
• Language: English
• Published: Global Academic Excellence 2019
• Subjects: H61.8 Communication of information
• Online Access: http://irep.iium.edu.my/73436/1/73436_Understanding%20the%20roles%20of%20rhetorical%20devices.pdf; http://irep.iium.edu.my/73436/; http://www.ijham.com/PDF/IJHAM-2019-05-06-08.pdf
• Institution: Universiti Islam Antarabangsa Malaysia

This paper examines the interplay of rhetorical devices and intertextuality in projecting the branding image of promotional discourse i.e. online advertisements of three common fast food chains in Malaysia. This study, which adapted the framework of rhetorical devices developed by Michalik and Micha...