Culture-specific discourse in marketing: a study of socio-cultural traditions in Jordanian shops and streets

Abstract This study investigates the various marketing strategies employed in the malls and streets of Amman, Jordan. Specifically, it aims to identify the different methods salespeople use to attract customers’ attention to their products indirectly, and sometimes through non-verbal means. The study illustrates how the theoretical concepts of speech acts, as discussed by Searle and Grice, are utilized in the marketing strategies observed in Jordanian malls and streets. It also examines how vendors and advertisers employ language not only to convey information but also to perform actions, such as persuading or invoking cultural values, without explicitly stating their intentions. By analyzing the subtleties of language use in advertisements, product promotions, and street performances, the study reveals how indirect speech acts are employed to engage consumers, foster a sense of community, and promote products. Indirect speech acts can imply more than what is explicitly stated, adding layers of meaning that facilitate communication between the customer and the salesperson. The findings indicate that each of the products discussed in this paper, commonly found on Jordanian streets, in shops, and in malls, has a unique marketing discourse crafted and employed by business owners or their staff to attract customers. Overall, indirect speech acts in Jordanian malls and streets reflect a sophisticated form of communication that is deeply rooted in local cultural and social practices, utilizing non-verbal cues such as music and scents to convey messages subtly. These methods are highly effective in achieving advertising objectives, aligning with cultural values that emphasize respect and subtlety in interpersonal interactions.