The authors declare that they have no conflicts of interest.
This study did not require formal ethics approval.
Data sharing is not applicable to this article.
The authors received no specific funding for this work.
The current study analyzing the genre of classified advertisement in Pakistani English Newspapers explains how classified ads actually achieve the objectives of selling and buying. The study also supports how the linguistic features are arranged in ads to persuade the buyers. The Move-structure for sales promotion letters of Bhatia (1993) has been adapted to analyses a corpus of 1008 classified ads in Pakistani English newspapers. The classified advertisements represent three moves; out of them, only Move 3 is optional. The linguistic and structural interpretation of the text ensures the communicative purpose of the texts. The use (100 Percent)of adjectives, intensifiers, nominal, imperatives, and nouns by nominative and objective cases and digits is represented as the most common linguistic feature. But only 10.41 Percent of the use of the pronouns 'you' or 'your' indicates that the classified advertisements serve as a communicative medium to provide information portals for potential customers. Cook (1992) claims that the linguistic use of advertisement is to provide information for a reason/s.The current study can be a source of literature in the field of research on the classified advertisement and pedagogical material in the field of ESP.
The term classified advertising (or sometimes small ads )is used to distinguish this type of advertising-usually classified under headings such as jobs, Vacant, Cars, matrimonial, etc-from; the bigger display advertisements usually stand on their own. Sama (2019) mentions that advertisements can affect the attitudes of buyers, the popularity of products or services and the targets of the market. Cook (1992) predicts that advertisements, as communicative processes, exchange information and ideas between sellers and buyers through print or electronic media to attain the purpose of purchase or selling. Newspapers are a very important source of media communication. The qualitative and quantitative analysis of structural and linguistic interpretation explains the patterns of classified advertisements to get their communicative purpose. Data consists of the class ads that appear in the English Newspapers. It is to note that each newspaper has its own policy for publishing class ads. Some newspapers like Dawn use the Standard English language and avoid using code-mixing, but other newspapers like The Nation do not do so. Similarly, The News (newspaper) uses images with the headlines, but the other newspapers do not have such a style. An advertisement is a form of communication; what it means is that there is a message in an ad, and the newspaper is the source through which the message is sent. Each ad has its own communication value. Hence it is important to look not only at the advertisement but also at the newspaper in which it appears and from which it has been collected.
The Significance of the Study
The significance of the current study is louder because it helps to understand the linguistic purpose of the advertisements to persuade the readers of products or services. It also supports the way how the ads have been written. The lexical and structural features of classified ads develop the communicative attitude and attract the customers to attain the benefits of such attitudes. The teachers and ESP trainers can use the findings of the study to teach and learn practical writing skills for ad writing; learners can get a better understanding of the organised advertisement. The identification of the move structure of classified ads guides to knowing the differences in functions of each and every single clause of the ads. The results of the study will not only be fruitful for newspaper writers for ad writing but also train the ads writers of websites. There is a large scope of classified ads on websites. Therefore, the current research in the context of newspapers will direct the same further research in the context of electronic media.
Laverie (2003) identifies a large number of traffic of classified ads in modern lifestyle. The linguistic
choices of advertisements surround the urban men to consider the information provided by the ads. Hashim (2010) identified four moves in print advertisements in Malaysia by adopting Swales' model (1990). Chen and Tian (2020) analysed 30 printed ads and found specific discourse structures and patterns of advertisement. Xia Miao (2005) interpreted English tourism ads (TAs) by analysing lexico-grammatical features and moves of samples and highlighted the use of the persuasive language of ads, which attracts the readers of newspapers to develop the intention of buying. The current study focus on analysing the language of classified advertisements in Pakistani English newspapers in terms of linguistic and structural interpretation of the text. Teo (2008) identified six moves in the print ads of skin care products for women; moves of appraising and detailing credentials were more important than introducing the product.
Research Questions
The current research focused on analysing classified advertisements to answer the following research questions.
1. How do lexico-grammatical features and rhetorical structures of classified advertisements in Pakistani English newspapers perform communicative purposes?
2. How do moves in classified advertisements shape the structure of advertisements?
This study aimed to take classified advertisements as its research sample and adopted a genre-based approach to study the relationship between its communicative purposes, linguistic features and “move” structure. The classified advertisements for the study were collected from three Pakistani English newspapers.
| 1. | Dawn |
| 2. | The News |
| 3. | The Nation |
Eight categories were selected for analysis. From each category, approximately 42 classified advertisements were selected. Thus 336 ads from each newspaper made the corpus of 1008 classified advertisements. 8x 3 = 24 x 42 =1008 ads.
| 1 | Matrimonial |
| 2 | Tuition |
| 3 | Property & estate for sale |
| 4 | Accommodation available |
| 5 | Pets & kennels |
| 6 | Automobiles |
| 7 | Job opportunities |
| 8 | Electronics |
The relevant theories were applied to answer the research questions, and the correlation among objectives, questions and theories is given below.
| | | |
| Research Question 1 | The communicative purpose of classified advertisements Lexico grammatical features of classified advertisement Rhetoric structures of classified advertisements | Bhatia’s(1993) Communicative purpose for sales promotion letters Barber’s theoretical framework (1962) Bhatia’s (1993) structural description of sales promotion letters |
| Research Question 2 | Obligatory moves and Optional moves of classified advertisements | Bhatia’s(1993) structural description of sales promotion letters |
This study is eclectic;
the data were analysed manually. The data was rendered to a descriptive
analysis using
The corpus of 1008 ads was analysed on the basis of
linguistic analysis proposed by
The
linguistic interpretation identifies how sentences, tenses, adjectives,
intensifiers, nominal, ellipsis, code-mixing and numerical values have been
used in classified advertisements
It has been found that three types of sentences are
present in classified advertisements. They are
named declarative, imperative and interrogative sentences. For instance;
1.
2.
3.
| | |
| Imperative sentences | 52% |
| Declarative sentences | 40% |
| Interrogative Sentences | 08% |
Present and future tenses are common in classified advertisements. Past tense is not present there. `Some compound tenses with auxiliary verbs are also present in classified ads. For Example;
1.
2.
3.
4.
| | |
| Present tense | 53.01% |
| Indefinite | 67% |
| Continues | 33% |
| Future tense | 32.34% |
| Compound tense with the auxiliary verb | 14.70% |
The language of advertising is
to persuade the customers of the goods or services.
limited.
1.
2. Ideal
matches for
| | | |
| 1008 | 105 | 10.41% |
There is extensive use of adjectives in classified
advertisements.
1.
2.
| | |
| Intensifier with adjectives | 28% |
They qualify the things and increase the value of the product or service. Adjectives are more in number than intensifiers. But overall, they are performing the same function as putting the emphasis on the value of products or services. In every ad, at least two adjectives are present.
Classified
advertisements represent 100 % nominal expressions; the nominal compound and
the complex nominal phrases are the main types.
1.
2.
3.
The Compound nominal phrases are actually organised nouns attached with adjectives. This is a common feature of classified advertisement with scientific writings; introducing the scientific formulations and introducing the services and
products
is the common move labelled as move one. Therefore, classified ads share some
common linguistic features with the genre of scientific writing
1.
2.
3.
The case is deceptively important and is the source of a variety of embarrassing problems for the unaware. However, nouns are spelt and pronounced the same in both the nominative and the objective cases. Case classifies nouns according to the function each performs in a sentence. To be classified as a nominative case, a noun will function as a subject in the classified advertisements.
1.
2.
3.
| | | |
| 1008 | 1002 | 99.40% |
To be classified asan
objectives case
1.
We
urgently need a
2. (Jobs opportunities, The Nation)
3. CHINESE Herd and Acupuncture hospital
requires one
4.
We
purchase all local
| | | |
| 1008 | 1008 | 100% |
The
imperatives are used to intensify the use of command, requests, demands and
advice. Since imperatives are used in ads extensively to incite the customers
to buy the products or services. The data in the study indicated that 85 per
cent of classified advertisements used imperatives, and the functions were to
suggest and request the customers to take action.
The aim of classified advertisements is to provide information about the service or the product.
The classified advertisements do not have visual images or figurative language to attract the customer, but they only have small text. Therefore, an ellipsis is present at the syntax level, morphological level, and punctuation. In some ads, there is just a description of the product or services; information either to buy or sell is not given in a specific manner and arrangement. At the syntax level, it becomes difficult to find a single sentence in one advertisement.
2.
Much confusion is raised when punctuated marks are not put at the right place. The meanings would be changed without punctuated marks. For instance;
Some classified advertisements do not have
specified text; either they are for sale or rent of the service or product. To some extent, the headline tells about the theme of the classified advertisements. For instance;
1.
Similarly, in some advertisements, the information is random or jumbled;
1.
The contact address is mixed with the description of the automobile. It can confuse the readers.
Code Mixing is also found in the corpus of classified ads. Though it is limited, its presence shows cultural awareness and attracts readers.
1.
2.
3.5
A large number of digits are used in classified advertisements. Afterword "contact, a number of digits are there as telephone numbers, house numbers, and email addresses. Inside the advertising message, the digits are there to show the economy of space, the economy of expression, and the economy of time. For instance;
The communicative purpose of the classified
advertisements is accomplished only through the
three
moves, which give this genre its typical structure. Just as each genre has a
communicative purpose that it tends to serve, similarly, each move also serves
a typical communication intention which is always subservient to the overall
communication purpose of the genre. By using the theoretical framework of
Move 1.Introducing the offer
Step 1. Offering the product or service
Step 2. Essential detailing of the product or service
Step 3. Indicating the value of the product or service
Move 2. Soliciting response
Move 3 Using pressure tactics
We call this move introducing the product or service. Informing the customer about the product or service is always essential because if the product is not familiar to the customer, it will not be sold, no matter how good it is. This move is the most crucial part of the classified ads. The first step of the move makes an offer, the second step gives the essential description of the product or service, and the final step of the move evaluates the product or service. Through examples, we will determine the impact of this move in class ads and how this move is there in class ads of English newspapers.
In the
1.
Match
2.
An
experienced accounting teacher
(Tuition, THE NEWS).
3.
A highly
qualified and experienced teacher
4.
GULBERG
ASKARI associates
5.
ROTTWEILER
pups
6.
AIR
COMPRESSOR
7.
Moon
communication
AFTER introducing the product or service, the writer indicates the ‘essential detail of the product or service’ in the second part of this move. This aspect of the movie influences and persuades people to act or believe. As;
1.
2.
3.
4.
5.
6.
7. WANTED
8.
FINALLY, in this step, the writer indicates the value of the product or service by emphasising that it can be suitable for the full requirements of the customer. In indicating the value of the product or services, it is difficult to miss the predominant use of modifiers.
1. NEW VISION Academy is the
name of
2.BMW 3181,model 1997 ,blue
colour,
3. Plot 50 90 E-11/4 ISLAMABAD
100 ft road,
4. CLIFTON bungalow 1000 yards
5. Pure Persian kittens 8 weeks
old,
6. Female
7. Object Electronics: just
call; we provide repair services at your doorstep.
The use of such modifiers is an essential part of product evaluation in the rhetoric of advertising. It is fully exploited by the writers of the classified ads for product or service detailing. As classified ads are very short & precise, so mostly in one simple sentence, we find all three steps;
1. AL- Mansoor
2. Nissan Urvan, model1993, regd.05,
The classified advertisements condensed in a limited space offer a great challenge to the writer. Just after offering the product or service, soliciting a response is yet another important move in the language of classified advertisements. Here writer makes it a point to include a specific telephone number and/ or the name of the person who is responsible for the service or product.
P. O. Box numbers, email addresses, phone numbers, references of the people or places, shops' addresses or home addresses are given according to the kind of ads by using such words/expressions;
1.
2.
3.
4.
5.
6.
7.
In this move, the writer uses specific terms or impressions as pressure tactics to prompt the already half–inclined customer to take a quick decision about the product or the service. It is not a very common move but to some extent, it is there to put pressure on the customer. This move is not present in all kinds of classified ads. But sometimes it is considered rewarding to use pressure tactics to prompt the already half-inclined customer to make a quick decision about the product or service being promoted. This move we shall call using pressure tactics. In using pressure tactics, the writer tends to use typical formulaic expressions;
1. Plots are available in the G-13 sector;
2 …
3.
4. owner is going abroad,
5.
6. see the beauty of Persian kittens
7.
8.
9.
From the selected samples in the current study, the frequency of moves and steps in classified advertisements is shown in the table below.
| | | | | |
| Move 1 | Step1 | Obligatory | 1008 | 100% |
| Step2 | Obligatory | 887 | 88% | |
| Step3 | Obligatory | 1008 | 100% | |
| Move 2 | Obligatory | 1008 | 100% | |
| Move 3 | Optional | 474 | 47.02% |
The findings of the study guided us to explore of the communicative purposes, move structure and linguistic features of classified advertisements. The framework of Bhatia (1993) helped to interpret the four communicative purposes; informing about goods or services (like name, type, detailing, price, location and contact numbers of the sellers or service providers), persuading the targeted customers to buy. Direct addressing is very limited; essential detailing is considered to persuade the buyer, capturing the attention of the readers. While ‘introducing the offer’ is the very first move that is obligatory and carries three more steps in itself, it captures the attention abruptly. The fourth communicative purpose is accomplished by giving the contact number under 'soliciting response move', which is also obligatory. From the perspective of rhetorical structure, the current study explores that two moves of Bhatia’s seven move structure of sales promotion letters are obligatory moves in classified advertisements. They are Introducing offers (Move1) and Soliciting responses (Move 2). Using pressure tactics (Move 3) is an optional move. They are introducing the product or service (100%), essential detail of the product or service (88%) and the value of the product or service (100%). Hence the rhetorical structures of classified advertisements have their own characteristics of three move structures which follow the seven move structure of sales promotion letters by Bhatia (1993). To identify the linguistic features, the current study under the theoretical frameworks of Bhatia (1993) and Barber (1962) focused on common linguistic features applicable in the genre study. The common linguistic features of classified advertisements are the use of present tense(53.01%) and future tense(32.34%), the use of compound sentences with auxiliary verbs(14.7%), use of imperative sentences(52%), the use of declarative sentences(40%), the use of interrogative sentences(08%), the use of Adjectives (100%= 72 % single adjectives + 28% adjectives with intensifiers), the use of nominal (100%), the use of imperatives(85%), the use of nouns as the nominative case(99.40%) and as the objective case (100%) use of the pronoun 'you' or 'your' (10.41%), the use of Ellipsis(100%), the use of digits(100 %) and very limited use of code-mixing.
The findings expose the idea that classified advertisements are separate from the other type of advertisements. As only 10.41% of the use of the pronoun 'you' shows that the major purpose is to inform the reader, direct addressing is not essential. There is not a single sentence in past tense because the customers are not interested in past happenings, and the ads give detail for present and future use. Similarly, avoidance of negative sentences reflects the marketing strategy of 'courtesy'. 100 % use of nominal, adjectives, nouns as objective case, ellipsis and digits affirms the big communicative purposes of the small text.
The linguistic interpretation promotes the idea of
easy language use in classified advertisements so that their communicative purpose of them would be attained. The three moves are very important in developing classified ads. The structural interpretation of genre gives the structural idea of the classified ads. The first move gives the complete idea of the service or product, second move represents the soliciting the response and the third move is used for using pressure tactics. Sometimes, just one sentence performs the functions of all three moves in classified ads. The communicative function of the classified advertisements is accomplished through three moves, which give this genre its typical cognitive structure, and each move serves a typical communicative intention which is always subservient to the overall communicative purpose of the genre.
Usually, "introducing the offer" is so comprehensive that the other moves are just limited to the phrases. It is tricky to present classified ads in a very short space and language. The writers use three Es’ for writing classified ads; Economy of space, Economy of Time and Economy of Expression.
The authors declare that they have no conflicts of interest.
This study did not require formal ethics approval.
Data sharing is not applicable to this article.