Move Analysis of Print and Online Advertisements

Authors

  • Chatnarong Chaidet English Department, Humanities and Social Science Faculty, Rajabhat Maha Sarakham University
  • Chawin Srisawat English Department, Humanities and Social Science Faculty, Rajabhat Maha Sarakham University
  • Kedsiree Tienprasert English Department, Humanities and Social Science Faculty, Rajabhat Maha Sarakham University

Keywords:

genre analysis, move analysis, print advertisement, online advertisement

Abstract

This study aimed to explore the moves used in print and online advertisements. The sample used in this study consisted of 45 print advertisements and 45 online advertisements. The purposes of this study were (i) to identify the moves used in both print and online advertisements and (ii) investigate the differences and similarities of both groups. Four obligatory moves were found in print advertisements: Headlines, Detailing the product or service, Soliciting response, and Brand name and Logo. The remaining moves were optional, except Using pressure tactics which was not found in the moves of print advertisements. Regarding online advertisements, the obligatory moves were Detailing the product or service, and Link button. Keywords: genre analysis, move analysis, print advertisement, online advertisement

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Published

2022-12-31

How to Cite

Chaidet, C., Srisawat, C., & Tienprasert, K. (2022). Move Analysis of Print and Online Advertisements. Chophayom Journal, 33(2), 264–282. Retrieved from https://so01.tci-thaijo.org/index.php/ejChophayom/article/view/263261

Issue

Vol. 33 No. 2 (2565): July - December 2022

Section

Research Article

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