Advertising Cleanliness: A Cross-Cultural Linguistic Analysis of Persuasive Strategies in Detergent Advertisement

Authors

  • Otmane Abdelkader Drissi

    Department of English Language and Literature, Dr. Moulay Tahar University, Saida 20000, Algeria
  • Ahmad Issa Tawalbeh

    Department of English Language and Translation, Amman Arab University, Amman 11953, Jordan
  • Mohammad Al-Ajalein

    Department of English Language and Translation, Amman Arab University, Amman 11953, Jordan
  • Majid Abdulatif Al-Basri

    Department of English Language and Translation, Amman Arab University, Amman 11953, Jordan
  • Mohannad Sayaheen

    Department of English Language and Translation, Jerash University, Jerash 26150, Jordan

DOI:

https://doi.org/10.30564/fls.v7i10.11204
Received: 22 July 2025 | Revised: 11 August 2025 | Accepted: 27 August 2025 | Published Online: 24 September 2025

Abstract

Advertisements play a crucial role in enhancing sales and marketing for a wide range of products and ideas. Defined as commercial messages designed to promote and sell goods, advertisers often craft meticulous and strategic language in their advertisements to convert viewers into consumers. This study undertakes a contrastive linguistic analysis of persuasive appeals in TV advertisements from Algeria, France, and Saudi Arabia, focusing specifically on detergent products. The research is grounded in Aristotle's rhetorical framework and Grice's cooperative principles to analyze and compare the language used across these three countries. A purposive sample of fifteen detergent TV commercials (five per country) was selected for analysis. The findings reveal that while all three countries employ a variety of persuasive strategies, there are significant linguistic differences that contribute to both shared and distinct advertising practices. Results indicate that Algerian detergent TV advertisements rely mainly on pathos. French commercials focus on both pathos and logos. Saudi Arabia uses a combination of all three appeals (logos, pathos, and ethos). This study provides insights for advertisers regarding the importance of adhering to strategic appeals. This work explains how following these communicative principles can encourage advertisement designers to enhance the persuasive power of their messages. Hence, advertisers ensure greater effectiveness of their promotional efforts by optimizing the linguistic and pragmatic elements of their advertisements.

Highlights

  • This study undertakes a contrastive linguistic analysis of persuasive appeals in TV advertisements from Algeria, France, and Saudi Arabia, focusing specifically on detergent products.
  • The research is grounded in Aristotle's  rhetorical framework and Grice's cooperative principles.
  • There are significant linguistic differences that contribute to both shared and distinct advertising practices.

Keywords:

Advertisement; Cooperative Principles; Cross-Cultural; Detergents; Linguistic Analysis; Persuasive Strategies

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How to Cite

Abdelkader Drissi, O., Issa Tawalbeh, A., Al-Ajalein, M., Al-Basri, M. A., & Sayaheen, M. (2025). Advertising Cleanliness: A Cross-Cultural Linguistic Analysis of Persuasive Strategies in Detergent Advertisement. Forum for Linguistic Studies, 7(10), 318–337. https://doi.org/10.30564/fls.v7i10.11204

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Vol. 7 , Iss. 10 (October 2025): In progress

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Copyright © 2025 Otmane Abdelkader Drissi, Ahmad Issa Tawalbeh, Mohammad Al-Ajalein, Majid Abdulatif Al-Basri, Mohannad Sayaheen

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