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A Comparative and Corpus-based Analysis of Promotional Language in Online Press Releases: A Study In the Context of Healthcare NGOs and Corporates

Guo, Yiluo
(2024)

Files

YiluoGuo_30982200_2023-2024.pdf
  • UCLouvain restricted access
  • Adobe PDF
  • 32.18 MB

Details

Supervisors
De Cock, Sylvie
Faculty
Faculté de philosophie, arts et lettres
Degree label
Master [120] en communication multilingue, à finalité spécialisée: langues des affaires
Abstract
This study investigates the use of promotional language in online press releases issued by healthcare corporates and NGOs, with emphasis placed on positive promotional elements. Data from 30 press releases each from six FTSE 100 healthcare companies and six comparable NGOs were analyzed. The study uses a corpus-driven method with three main steps: content analysis to understand communicative objectives, identification of key positive promotional elements, and comparative analysis of their contextual usage. The results indicate a shared focus on self-centric topics, field-related elements, and the highlighting of impact and leadership. However, differences exist as illustrated by a general pattern observed: corporates tend to use positive elements to highlight financial performance, activities and products, achievements, and growth potential, while NGOs prioritize using them to emphasize their activities and societal impact, partnerships, and collective achievements. These findings provide a way to understand these two types of organizations through their use of promotional language, offering opportunities for enhanced communication strategies for both entities in online press releases.