@article{(Open Science Index):https://publications.waset.org/pdf/14224, title = {Deixis and Personalization in Ad Slogans}, author = {Anne A. Christopher}, country = {}, institution = {}, abstract = {This study examines the use of the persuasive strategy of deixis and personalization in advertising slogans. This rhetorical/ stylistic and linguistic strategy has been found to be widely used in advertising slogans for over a century. A total of five hundred advertising slogans of multinational companies in both product and service sectors were obtained. The analysis reveals the 3 main components of this strategy as being deictic words, absolute uniqueness and personal pronouns. The percentage and mean of the use of the 3 components are tabulated. The findings show that advertisers have used this persuasive strategy in creative ways to persuade consumers to buy their products and services.}, journal = {International Journal of Humanities and Social Sciences}, volume = {6}, number = {4}, year = {2012}, pages = {517 - 521}, ee = {https://publications.waset.org/pdf/14224}, url = {https://publications.waset.org/vol/64}, bibsource = {https://publications.waset.org/}, issn = {eISSN: 1307-6892}, publisher = {World Academy of Science, Engineering and Technology}, index = {Open Science Index 64, 2012}, }