Encountering Hedging in Advertising Discourse: : Implications for Consumer Education in the Digital Age

Kamisah  Ariffin; Misyana Susanti Husin

Authors

Kamisah Ariffin Universiti Teknologi MARA Cawangan Pahang
Misyana Susanti Husin Universiti Teknologi MARA Cawangan Melaka

Keywords:

advertisements , consumer education, conviction markers, digital age, hedging, persuasive language

Abstract

Advertisements have become a salient feature in our daily life. With fierce brand competition in the market, we now encounter products, services and ideas through many types of platforms, from the traditional print materials to digital and social media platforms. In this digital era, advertising discourse has been much embedded in daily media use through entertainment, influencer content and even personalised recommendations generated by algorithms. This study observes the use of hedging as a dual linguistic strategy in contemporary advertising discourse as part of its persuasive technique. Applying a qualitative discourse analysis of 30 print advertisements, influencer promotions and AI-mediated advertising contents, this study draws on insights from Systemic Functional Linguistics (SFL) and Critical Discourse Analysis (CDA). The analysis indicates that hedges do not only show uncertainty, but also function as conviction markers that strengthen persuasive messages. The use of hedges allows advertisers and content creators to suggest effectiveness, objectivity and credibility of the advertising claims while at the same time reduces the level of commitment towards the claims and provide some kind of discursive protection. The findings point towards the importance of developing critical linguistic awareness as part of consumer education in the digital age. It is the premise of the study that learning to evaluate persuasive language does not have to be taught in formal educational settings, but can also be achieved through everyday encounters with advertising in real-world environments, particularly in the current digital situation.

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