DISCOURSE ANALYSIS ON VAGUE LANGUAGE USED IN ADVERTISEMENT VIDEOS BY TIKTOK INFLUENCERS

https://doi.org/10.36892/ijlls.v5i2.1260

Authors

  • Aris Pet Angeli Suarez Education
  • Miss Coreen Saint Columban College
  • Mr. Muhadir Saint Columban College
  • Miss Isabella Saint Columban College
  • Eubien Jane V. Suco Saint Columban College

Keywords:

TikTok video advertisements, vague language, hedges, vague words, vague implication, pragmatics

Abstract

The study aimed to examine how vague language (VL) is employed by social media influencers in their TikTok video advertisements. This study used discourse analysis, specifically pragmatic analysis, which focuses on the meaning of a language within its social context. The corpora consisted of  25 transcribed texts from video advertisements of the five Filipino social media influencers. Results revealed that the selected influencers use VL in their TikTok video advertisements. Results further revealed that three strategies in the use of VL were identified: hedges, vague words and vague implication. Hedges include adapters, rounders, plausibility shields, and attribution shields. Influencers commonly use these strategies to create a more modest and credible image for the product or service they advertise and to avoid making explicit claims that could be challenged or refuted. Finally, it was found that the use of these strategies has contributed to the effectiveness of advertisements as evidenced in the engagement rate. Based on the results, the researchers recommend that social media advertisers should ensure that VL is used ethically and responsibly to avoid deception or misinformation and that there be further research on the use of VL in advertising across different social media platforms and languages.

 

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Author Biographies

Miss Coreen, Saint Columban College

Coreen Joy L. Revamonte is a fourth year student at Saint Columban College, Pagadian City, Philippines. She is pursuing a bachelor’s degree in English language studies. She is particularly interested in language used in context.

Mr. Muhadir, Saint Columban College

Muhadir L. Balimbingan is a fourth-year student at Saint Columban College, Pagadian City, Philippines. He is pursuing a bachelor’s degree in English language studies. He is particularly interested in the language used in different cultures.

Miss Isabella, Saint Columban College

Coreen Joy L. Revamonte is a fourth-year student at Saint Columban College, Pagadian City, Philippines student. She is pursuing a bachelor’s degree in English language studies. She is particularly interested in Asian Literature.

Eubien Jane V. Suco, Saint Columban College

Eubien Jane V. Suco is a fourth-year student at Saint Columban College, Pagadian City, Philippines student. She is pursuing a bachelor’s degree in English language studies. She is particularly interested in second-language teaching

Published

2023-07-15

How to Cite

Suarez, A. P. A., Revamonte, C. J. L., Balimbingan, M. H., Irong, I. A. C., & Suco, E. J. . V. (2023). DISCOURSE ANALYSIS ON VAGUE LANGUAGE USED IN ADVERTISEMENT VIDEOS BY TIKTOK INFLUENCERS. International Journal of Language and Literary Studies, 5(2), 118–135. https://doi.org/10.36892/ijlls.v5i2.1260

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Articles