Exploring The Language Of Facebook Ads: Linguistic Patterns And Their Impact On Customer Engagement

Abstract

The research aimed to analyze linguistic patterns in Facebook ads and investigate their impact on customer engagement. Five conveniently selected ads were examined using Critical Discourse Analysis as the theoretical framework. The study revealed the significance of tailoring linguistic patterns in Facebook ads based on the nature of the product or service being promoted. Each ad utilized specific techniques to engage customers and highlight the unique attributes and benefits of the offerings. The findings indicate that the importance of tailoring linguistic patterns in Facebook ads based on the nature of the promoted product or service. Each ad design employs specific techniques to engage customers and highlight the unique attributes and benefits of the offerings. The study concludes that the advertisers strategically employ specific linguistic techniques to capture attention, convey credibility, create urgency, and highlight the unique features and benefits of their offerings. To enhance the effectiveness of Facebook ads the study recommends understand the product or service and select appropriate linguistic patterns.