การวิเคราะห์กลวิธีทางภาษาในโฆษณาประกันบำนาญ/The Analysis of Linguistic Features in Annuity Advertisements
Keywords:
systemic functional grammar, insurance advertisement, annuity insuranceAbstract
Owing to the intangible benefit of an insurance business, this study aims to investigate how financial security which is intangible is presented in a brochure of an annuity insurance by employing Halliday’s systemic functional grammar to analyze verbal resources or linguistic features in the brochures. The findings reveal that to persuade the customers to purchase the advertised annuity insurance--BLA Unit Pension, various verbal resources are employed in the brochure: material processes, relational processes, interrogatives, and imperatives. These verbal resources are used to construct the idea that living longer means more expenses, and sufficient retirement savings are needed. The brochure also encourages the customers to start planning for retirement earlier for a happy retirement in the future. Furthermore, the brochure persuades the customers that BLA Unit Pension is a good pension policy that can guarantee sufficient retirement savings.
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