MARKETING STYLES AND BRANDING: STYLISTICS ANALYSIS IN ADVERTISING SLOGANS IN THE PHILIPPINES

Commercial and non-profit groups have long used advertising to promote their cause. Advertisers use slogans to attract customers, promote their products, and profit their business. Having identified that advertisements communicate through language, an analysis of how language is used for communicative purposes becomes important. This study investigates stylistic strategies of the different advertising slogans of the top 30 blue-chip companies in the Philippines that are listed on the Philippine Stock Exchange (PSE). With this hypothesis in mind, it answered three problems: the stylistic features employed in advertising slogans relative to its phonological, morphological, syntactic, and literary pragmatics levels; how these features affect the statement of advertising slogans; and append to the study is the impact of these slogans on consumer purchase intention. Model propositioned by Crystal and Davy (1969) and questionnaire survey design of Khalid and Yasmeen (2017) were employed to better understand the data collected. The study indicated the presence of style in advertising slogans. The study discovered that the levels of stylistic aspects are tactics for putting up phrases that are remembered and encourage customers to buy. These advertising slogans include loaded words designed to distort the audience's perception of the message. Despite of the stylistic features employed; results showed demonstrated overall neutrality in the respondents' responses about the effect of the slogans on customer's purchase.