Discourse features in selected Philippine billboards

• Main Author: Javillonar, Mary Kathleen Garcia
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Billboards > Philippines; Signs and signboards > Philippines; Linguistics > Philippines; Linguistics
• Online Access: https://animorepository.dlsu.edu.ph/etd_doctoral/543
• Institution: De La Salle University

This study investigated the written texts and the visuals present in selected Philippine billboards. Specifically, it aimed to determine the grammatical features employed in Philippine billboard slogans to persuade consumers, describe how billboards are framed visually to persuade consumers, and determine how persuasion is manifested in both the grammatical and visual features found in Philippine billboards. One hundred thirty-five billboards were analyzed in this study. Forty-five (45) each were taken from the thoroughfares of EDSA, NLEX, and SLEX area. The results showed that the written texts contained grammatical features which were mostly nouns, pronouns, verbs, adjectives, and adverbs, while the most common visual features were colors, position of the product, facial expression of the endorser, shots of the endorser, placement of the slogan, and font of the letters. Both the written texts and the visuals projected persuasive elements to the Filipino consumers such as comprehensibility of the text, liking, social proof, authority, consistency, scarcity, abundance, urgency, and reciprocity.