Unveiling Persuasive Strategies of Fast Food Taglines

Abstract

Language in advertising particularly in the fast food industry has a significant impact on consumer behavior and brand perception. While a number of studies have acknowledged the importance of language in marketing, little focus has been placed on how language features specifically elevatethe stature of fast food taglines. Using Fairclough's approach of Critical Discourse Analysis, it is investigated how language in fast food taglines affects consumer engagement and persuasive strategies.In the paradigm of qualitative research, this study is descriptive. It uses purposive sampling technique to select fast food taglines from Sialkot, Pakistan. Investigating the specific linguistic components and communication strategies employed in these taglines, this study assesses the potential impact of fast food taglines on consumer perception and brand loyalty.It looks at lexical choices, syntactic patterns, semantics, and coherence in the context of persuasive communications. The analysis evaluates the possible influence these taglines may have on consumer perception and brand loyalty by examining the precise language elements and communication tactics used in them. This research offers significant recommendations for marketers to enhance their language tactics in order to boost consumer interaction and brand loyalty in the fast food industry.