การวิเคราะห์กลวิธีทางภาษาในโฆษณาประกันบำนาญ

Authors

ผศ.ดร.จเร สิงหโกวินท์, น.ส.ปิยะพร ปุณณกะศิริกุล

Published

Humanities and Social Sciences

Abstract

The objectives of this study are to investigate the advertising strategies used in presenting financial security in insurance advertisements and to reveal the manipulation of customers’ needs for annuity policies. Halliday’s systemic functional grammar (SFG) was employed to analyze verbal resources or linguistic features in 15 annuity brochures. The findings revealed that all six types of processes were employed: material, relational, mental, verbal, behavioral, and existential. Three types of mood: declaratives, interrogatives, and imperatives were also found. The insurance companies constitute and exploit consumer needs for financial security by reproducing the discourse of risk, discourse of happiness, and discourse of good family members to persuade customers that annuity policies are essential for a happy and secure retirement. Simultaneously, these discourses reproduce capitalist and neoliberal ideologies which circulate stereotypes about class inequality. To a certain degree, the discourses of annuity advertisements succeed in manipulating Thai customers because they run parallel with Buddhist teachings of suffering, impermanence, self-reliance, and Thai social value of gratitude, which form part of the Thai psyche.

(2019). การวิเคราะห์กลวิธีทางภาษาในโฆษณาประกันบำนาญ. Humanities and Social Sciences, 36(January – April 2019), 67-106.