CONCEPTUALIZING CREDIBILITY-BUILDING STRATEGIES WITH SPECIALIZATION FOR TEACHING ADVERTISING WRITING
Palavras-chave:
Specialization, Advertising Discourse, Credibility-Building Strategies, English for Specific Purposes, Content-Language Integrated Learning
Resumo
Advertising discourse instruction challenges English-for-Specific-Purposes (ESP) teachers with no advertising specialist background. Teaching persuasive language structure and choice may develop students' linguistic repertoires for realizing advertising strategies in copywriting assignments; however, the rationale for deploying particular strategies and the underlying principles forming the strategies may remain invisible to both the ESP teacher and students. Considering this, the present study adopts the concepts of Specialization for revealing the knowledge-knower structure of brand credibility and conceptualizing credibility-building strategies as Specialization codes. This paper also describes how the knowledge about brand credibility and credibility-building strategies were applied and taught in a marketing and public relations (MPR) writing course. The conceptualization, recontextualization, and transfer of such knowledge shed light on how ESP teachers can integrate their knowledge about language into subject knowledge for more effective design and planning of the ESP courses.
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Referências
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Chocarro, R., & Cortiñas, M.. (2013). The impact of expert opinion in consumer perception of wines. International Journal of Wine Business Research, 25(3), 227–248. https://doi.org/10.1108/ijwbr-2012-0014.
Dalton-Puffer, C. (2007). Discourse in content and language integrated learning (CLIL) classrooms (Vol. 20). John Benjamins Publishing.
Eisend, M. (2006). Source credibility dimensions in marketing communication–A generalized solution. Journal of Empirical Generalisations in Marketing Science, 10(2), 1-33.
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Erdem, T., Swait, J., & Louviere, J. (2002). The impact of brand credibility on consumer price sensitivity. International Journal of Research in Marketing, 19(1), 1-19.
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Fasasi, K. A., Njoku, N. C., & Onuabuobi, O. S. (2018). Politeness in Advertising among Herbal Drug Sellers in Owerri Metropolis. Journal of Language and Linguistics, (4).
Filieri, R., Mcleay, F., Tsui, B., & Lin, Z. (2018). Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services. Information & Management, 55(8), 956–970.a
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Jin, N., Lee, S., & Jun, J. H. (2015). The role of brand credibility in predicting consumers' behavioural intentions in luxury restaurants. Anatolia, 26(3), 384-396.
Kim, J., Melton, R., Min, J. E., & Kim, B. Y. (2020). Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention. Journal of Fashion Marketing and Management: An International Journal, 24(4), 611–630. https://doi.org/10.1108/jfmm-03-2019-004.
Kumar, S., & Ramana, V. (2019). Celebrity endorsement, consumer based brand equity: A literature review. International Journal of Management Studies, 6(3), 54.
Labrador, B., Ramón, N., Alaiz-Moretón, H., & Sanjurjo-González, H. (2014). Rhetorical structure and persuasive language in the subgenre of online advertisements. English for specific purposes, 34, 38-47.
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Monbec, L. (2020). Scaffolding content in an online Content and Language Integrated Learning (CLIL) module. International Journal of TESOL Studies, 2(2), 157-173.
Moore, J., & Schleppegrell, M. (2014). Using a functional linguistics metalanguage to support academic language development in the English Language Arts. Linguistics and Education, 26, 92-105.
Newell, S. J., & Goldsmith, R. E. (2001). The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52(3), 235-247.
Ogilvy, D. (1963). Confessions of an advertising man. Atheneum.
Del Saz-Rubio, M. M. (2018). Female identities in TV toiletries ads: A pragmatic and multimodal analysis of implied meanings. Journal of Pragmatics, 136, 54–78. https://doi.org/10.1016/j.pragma.2018.07.009
Shan, Y. (2016). How credible are online product reviews? The effects of self-generated and system-generated cues on source credibility evaluation. Computers in Human Behavior, 55, 633-641. https://doi.org/10.1016/j.chb.2015.10.013
Shin, W., Pang, A. and Kim, H.J. (2015). Building relationships through integrated online media: Global organizations’ use of brand web sites, Facebook, and Twitter. Journal of Business and Technical Communication, 29(2), 184-220.
Simpson. (2001). ‘Reason’ and ‘tickle’ as pragmatic constructs in the discourse of advertising. Journal of Pragmatics, 33(4), 589–607. https://doi.org/10.1016/S0378-2166(00)00004-7.
Tanaka, K. (1994). Advertising language: A pragmatic approach to advertisements in Britain and Japan. London: Routledge.
Vidyanata, D., Sunaryo, S., & Hadiwidjojo, D. (2018). The role of brand attitude and brand credibility as a mediator of the celebrity endorsement strategy to generate purchase intention. Jurnal Aplikasi Manajemen, 16(3), 402-411.
Wang, A. (2005). The effects of expert and consumer endorsements on audience response, Journal of Advertising Research, 45(4), 402-412.
Wiedmann, K. P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise–social influencers’ winning formula?. Journal of Product & Brand Management, 30(5), 707-725.
Wu, H., & Badger, R. G. (2009). In a strange and uncharted land: ESP teachers’ strategies for dealing with unpredicted problems in subject knowledge during class. English for Specific Purposes, 28, 19-32.
Zhang, Z. (2016). Somewhere in the middle is the optimal balance”: A subject specialist negotiating business and language in teaching business writing. ESP Today, 4(2), 145-164.
Zhu, C., Lopez, R. A., & Liu, X. (2016). Information cost and consumer choices of healthy foods. American Journal of Agricultural Economics, 98(1), 41-53.
Androutsopoulos, J. (2011). Language change and digital media: a review of conceptions and evidence. In K. Tore, & N. Coupland (Eds.), Standard languages and language standards in a changing Europe (pp. 145-159). Novus Press.
Ayeh, J. K., Au, N., & Law, R. (2013). “Do we believe in TripAdvisor?” Examining credibility perceptions and online travelers’ attitude toward using user-generated content. Journal of Travel Research, 52(4), 437-452.
Baek, T. H., Kim, J., & Yu, J. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27(7), 662-678.
Bernstein, D. (1974). Creative advertising. Longman.
Chekima, B., Chekima, F. Z., & Adis, A. A. (2020)., Social Media Influencer in Advertising: The Role of Attractiveness, Expertise and Trustworthiness. Journal of Economics and Business, 3(4). 1507-1515.
Chen, R. T-H. (2010). Knowledge and Knowers in Online Learning: Investigating the effects of online flexible learning on student sojourners, unpublished PhD thesis, University of Wollongong, Australia. http://www.legitimationcodetheory.com
Chocarro, R., & Cortiñas, M.. (2013). The impact of expert opinion in consumer perception of wines. International Journal of Wine Business Research, 25(3), 227–248. https://doi.org/10.1108/ijwbr-2012-0014.
Dalton-Puffer, C. (2007). Discourse in content and language integrated learning (CLIL) classrooms (Vol. 20). John Benjamins Publishing.
Eisend, M. (2006). Source credibility dimensions in marketing communication–A generalized solution. Journal of Empirical Generalisations in Marketing Science, 10(2), 1-33.
Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191-198.
Erdem, T., Swait, J., & Louviere, J. (2002). The impact of brand credibility on consumer price sensitivity. International Journal of Research in Marketing, 19(1), 1-19.
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.
Fasasi, K. A., Njoku, N. C., & Onuabuobi, O. S. (2018). Politeness in Advertising among Herbal Drug Sellers in Owerri Metropolis. Journal of Language and Linguistics, (4).
Filieri, R., Mcleay, F., Tsui, B., & Lin, Z. (2018). Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services. Information & Management, 55(8), 956–970.a
Guèvremont, A.. (2018). Creating and interpreting brand authenticity: The case of a young brand. Journal of Consumer Behaviour, 17(6), 505–518. https://doi.org/10.1002/cb.1735
Hani, Marwan, & Andre. (2018). The effect of celebrity endorsement on consumer behavior: Case of the Lebanese jewelry industry. Arab Economic and Business Journal, 13(2), 190–196. https://doi.org/10.1016/j.aebj.2018.11.002.
Ho, C. H., Chiu, K. H., Chen, H., & Papazafeiropoulou, A. (2015). Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness. Journal of Enterprise Information Management, 28(3), 345-362.
Jin, N., Lee, S., & Jun, J. H. (2015). The role of brand credibility in predicting consumers' behavioural intentions in luxury restaurants. Anatolia, 26(3), 384-396.
Kim, J., Melton, R., Min, J. E., & Kim, B. Y. (2020). Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention. Journal of Fashion Marketing and Management: An International Journal, 24(4), 611–630. https://doi.org/10.1108/jfmm-03-2019-004.
Kumar, S., & Ramana, V. (2019). Celebrity endorsement, consumer based brand equity: A literature review. International Journal of Management Studies, 6(3), 54.
Labrador, B., Ramón, N., Alaiz-Moretón, H., & Sanjurjo-González, H. (2014). Rhetorical structure and persuasive language in the subgenre of online advertisements. English for specific purposes, 34, 38-47.
MacNaught, L., Maton, K., Martin, J. R. & Matruglio, E. (2013). Jointly constructing semantic waves: Implications for teacher training, Linguistics and Education, 24(1), 50–63.
Marsh, D., & Martín, M. J. F. (2013). Content and language integrated learning. In C. A. Chapelle (Ed.), The encyclopedia of applied linguistics. Oxford: Blackwell.
Martensen, A., Brockenhuus-Schack, S., & Zahid, A. L. (2018). How citizen influencers persuade their followers. Journal of Fashion Marketing and Management: An International Journal, 22(3), 335-353.
Martin, J. L. (2012). The jazz is strong in this one: Presentation and positioning of knowers in performance student texts. In J. Knox (Ed.), To boldly proceed: Papers from the 39th International Systemic Functional Congress (pp. 3-8). The 39th ISFC Organising Committee (Sydney).
Martin, J. L. (2016). Musicality and musicianship: Specialization in jazz studies. In K. Maton, S. Hood & S. Shay (Eds.), Knowledge-building: Educational studies in Legitimation Code Theory (pp. 193-213). London, Routledge.
Monbec, L. (2020). Scaffolding content in an online Content and Language Integrated Learning (CLIL) module. International Journal of TESOL Studies, 2(2), 157-173.
Moore, J., & Schleppegrell, M. (2014). Using a functional linguistics metalanguage to support academic language development in the English Language Arts. Linguistics and Education, 26, 92-105.
Newell, S. J., & Goldsmith, R. E. (2001). The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52(3), 235-247.
Ogilvy, D. (1963). Confessions of an advertising man. Atheneum.
Del Saz-Rubio, M. M. (2018). Female identities in TV toiletries ads: A pragmatic and multimodal analysis of implied meanings. Journal of Pragmatics, 136, 54–78. https://doi.org/10.1016/j.pragma.2018.07.009
Shan, Y. (2016). How credible are online product reviews? The effects of self-generated and system-generated cues on source credibility evaluation. Computers in Human Behavior, 55, 633-641. https://doi.org/10.1016/j.chb.2015.10.013
Shin, W., Pang, A. and Kim, H.J. (2015). Building relationships through integrated online media: Global organizations’ use of brand web sites, Facebook, and Twitter. Journal of Business and Technical Communication, 29(2), 184-220.
Simpson. (2001). ‘Reason’ and ‘tickle’ as pragmatic constructs in the discourse of advertising. Journal of Pragmatics, 33(4), 589–607. https://doi.org/10.1016/S0378-2166(00)00004-7.
Tanaka, K. (1994). Advertising language: A pragmatic approach to advertisements in Britain and Japan. London: Routledge.
Vidyanata, D., Sunaryo, S., & Hadiwidjojo, D. (2018). The role of brand attitude and brand credibility as a mediator of the celebrity endorsement strategy to generate purchase intention. Jurnal Aplikasi Manajemen, 16(3), 402-411.
Wang, A. (2005). The effects of expert and consumer endorsements on audience response, Journal of Advertising Research, 45(4), 402-412.
Wiedmann, K. P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise–social influencers’ winning formula?. Journal of Product & Brand Management, 30(5), 707-725.
Wu, H., & Badger, R. G. (2009). In a strange and uncharted land: ESP teachers’ strategies for dealing with unpredicted problems in subject knowledge during class. English for Specific Purposes, 28, 19-32.
Zhang, Z. (2016). Somewhere in the middle is the optimal balance”: A subject specialist negotiating business and language in teaching business writing. ESP Today, 4(2), 145-164.
Zhu, C., Lopez, R. A., & Liu, X. (2016). Information cost and consumer choices of healthy foods. American Journal of Agricultural Economics, 98(1), 41-53.
Publicado
2022-09-27
Como Citar
Cheung, E. (2022). CONCEPTUALIZING CREDIBILITY-BUILDING STRATEGIES WITH SPECIALIZATION FOR TEACHING ADVERTISING WRITING. InterMeio: Revista Do Programa De Pós-Graduação Em Educação - UFMS, 28(55), 141-162. https://doi.org/10.55028/intermeio.v28i55.17292
Seção
Artigos - Dossiê
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