A LINGUISTIC STUDY OF ONLINE EDUCATIONAL ADVERTISING AND ITS EFFECTIVENESS ON STUDENTS IN DISTRICT VEHARI, PAKISTAN

Abstract

This paper examines the role of linguistic and persuasive components in online and electronic educational advertisement in perception and enrollments of the students. The increasing reliance on digital marketing in higher education necessitates an understanding of the linguistic and persuasive strategies employed in online and electronic educational advertisements. Such advertisements play a critical role in shaping students’ perceptions, motivation, and enrollment decisions. The present study aims to investigate the impact of linguistic features, rhetorical appeals, and visual elements on university students’ attitudes toward educational advertisements. The strategic use of language and emotional appeal in digital marketing significantly enhances user engagement and persuasive effectiveness (Al-Subhi, 2022). A qualitative research design was adopted, involving a purposive sample of 50 ESL students enrolled in their first semester at a university level in district Vehari, Pakistan. Semi-structured interviews were conducted to explore participants’ responses to online educational advertisements, focusing on perceived clarity, emotional resonance, and credibility. Data was analyzed through Nvivo (v.12) thematically to identify patterns in linguistic and visual strategies that influenced student engagement and decision-making. The findings indicate that 78% of participants responded positively to advertisements utilizing imperative verbs, direct second-person pronouns, and emotionally resonant language. Visual and narrative content that was realistic and relatable enhanced credibility for 64% of respondents, whereas exaggerated claims or overly formal language decreased trust for 42% of students. Overall, clarity, simplicity, and personalized messaging emerged as critical factors in increasing engagement and motivating enrollment. In conclusion, the study demonstrates that educational advertisements are most effective when they employ truthful, person-centered, and emotionally engaging language supported by visually appealing content. These findings suggest that higher education institutions can optimize student recruitment by strategically integrating linguistic and visual elements that enhance both credibility and persuasive impact.