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The Use of Promotional Elements in the Online Press Releases of Fortune 500 Companies : Empirical Analysis of Promotional Adjectives and Multimodal Elements

Avci, Ceyda
(2022)

Files

Avci_63851900_2022.pdf
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  • Adobe PDF
  • 17.45 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
Press releases represent a hybrid business genre that serves both informative and promotional purposes. The first objective of this dissertation is to determine to what extent promotional language is used in a 1-million-word corpus of press releases (BeRel) by focusing on ten potentially highly promotional adjectives and their concordances/collocations. The second objective is to explore the integration of multimodal elements (e.g., pictures, videos, links…) in another self-compiled corpus of 25 online press releases (MULT), as these elements can also fulfill promotional purposes. The results indicate that the huge majority of the ten adjectives under investigation are highly promotional in nature, with a few exceptions and that companies make the most of the internet and its features by integrating multimodal elements into their e-releases that serve several practical functions and add more promotion to the genre.