PRAGMATICS OF ENTICEMENT IN SELECTED ENGLISH ADVERTISEMENTS IN THE SOCIAL MEDIA

This study addressed the pragmatics of enticement in the English social media advertisement.It aimed at investigating the pragmalinguistic, sociopragmatic and pragmarhetorical strategies of enticement.To achieve the aims of this study, three advertisements from Facebook platform were selected to be the data for analysis.The paper adopted a qualitative data analysis method relying on an eclectic model.The findings of analysis revealed that advertisements in the social media incorporates different pragmalinguistic strategies such as speech acts of offer, promise, warning and justifications for presenting their offers.In addition, enticement manipulated sociopragmatic strategies of politeness to build rapport, foster social closeness and solidarity and construct intimacy with the consumers.Pragmarhetorical strategies and modes like rhetorical questions, overstatement, pathos and logos were implemented to influence the consumers' minds and feelings and persuade them to buy the products displayed in the ad.