Literature Review
Theoretical Framework
Rhetorical Theory in Advertising
The use of rhetoric in advertising has a long and established history, with its origins
tracing back to the early development of mass media. As Daou and Trabelsi-Zoghlami
(2016) note, "The relevant usefulness of figures of speech, usually called rhetorical
figures (e.g. metaphor, pun, hyperbole), in advertising traces back to the 17th century,
when the publishing industry was first introduced" (p. 1). This historical perspective
underscores the enduring relationship between rhetoric and persuasive communication
in commercial contexts. The evolution of mass media has significantly influenced the
sophistication of advertising messages, leading to increasingly stylistic forms of
advertising (Daou & Trabelsi-Zoghlami, 2016).
In contemporary advertising practice, rhetorical figures have become so prevalent that
McQuarrie and Phillips (2005, as cited in Daou & Trabelsi-Zoghlami, 2016) "have noticed
the difficulty to find magazine ads that lead off with straightforward claims" (p. 1). This
observation is supported by empirical evidence from Leigh (1994, as cited in Daou &
Trabelsi-Zoghlami, 2016), who found that "74% of magazine ads relied on rhetorical
figures to make up their headlines" (p. 1). Such widespread adoption of rhetorical
devices in advertising has led to a consensus among researchers that "rhetoric is a
required tool for the advertisers to make their communication more attractive and
persuasive" (Daou & Trabelsi-Zoghlami, 2016, p. 1).
To understand the function of rhetoric in advertising, it is essential to define what
constitutes a rhetorical figure. McQuarrie and Mick (1996, as cited in Daou & Trabelsi-
Zoghlami, 2016) define a rhetorical figure as "an artful deviation, relative to audience
expectation, that conforms to a template independent of the specifics of the occasion
where it occurs" (p. 1). This definition highlights the creative and strategic nature of
rhetorical devices, which deliberately deviate from conventional language use to capture
attention and enhance persuasion. Among the most useful rhetorical figures in
advertising are "metaphor, metonymy, oxymoron, synecdoche, etc." (Barbu-Kleitsch,
2015, as cited in Daou & Trabelsi-Zoghlami, 2016, p. 1).
Approaches to Advertising Rhetoric and Persuasion
The relationship between rhetorical advertising and the persuasion process can be
understood through two distinct theoretical approaches (Daou & Trabelsi-Zoghlami,
2016). The first approach, which might be characterized as mechanistic, "assumes that
the advertising rhetoric's influence on the consumer behavior 'occurs through an
automatic, effective and unconscious brand attachment'" (Helme-Guizon, 1998, as cited
in Daou & Trabelsi-Zoghlami, 2016, p. 2). This perspective suggests that rhetorical
devices in advertisements operate at a subconscious level, influencing consumer
responses without necessarily engaging conscious cognitive processes. As Daou and
Trabelsi-Zoghlami (2016) explain, "This mechanistic approach tends to describe the
customer reaction toward rhetorical advertisement through his acceptation or rejection
of the product without reporting the process behind the decision-making stages" (p. 2).
In contrast, the second approach adopts a more cognitive orientation, assuming "that
particular stimuli act as a catalytic force for deep cognitive processes" (MacInnis & Price,
1987, as cited in Daou & Trabelsi-Zoghlami, 2016, p. 2). According to this perspective,
"The presence of such stimuli in the advertisement allows positive effects on the
persuasion process through a cognitive information processing" (Daou & Trabelsi-
Zoghlami, 2016, p. 2). This approach suggests that rhetorical devices in advertisements
trigger conscious cognitive engagement, leading to more elaborate processing of the
advertising message.
The cognitive approach to advertising rhetoric is particularly relevant in understanding
how rhetorical devices influence consumer responses. As Daou and Trabelsi-Zoghlami
(2016) argue, "The cognitive persuasion approach may be more relevant in
understanding the impact of the advertisement content on the consumer's responses
than the attitudinal one, especially in the rhetorical advertising context" (p. 2). This is
because "The artfulness of rhetorical ads invokes deeper elaboration than simple and
non-dimensional ads" (McQuarrie & Mick, 1999, as cited in Daou & Trabelsi-Zoghlami,
2016, p. 2). McQuarrie and Phillips (2005, as cited in Daou & Trabelsi-Zoghlami, 2016)
further argue that "the rhetorical figures included in an ad systematically increase the
cognitive elaboration of the receiver" (p. 2).
Intercultural Rhetorical Analysis
The study of rhetorical structures in advertising takes on additional complexity when
examined across different cultural and linguistic contexts. Khedri et al. (2022) conducted
a comprehensive intercultural analysis of rhetorical structures in online advertisements,
"Drawing upon Swales' move-step model of rhetorical analysis, the exploration of a
comparable corpus of 100 online advertisements of skin care products per language
introduced new layers in the rhetorical organisation of [online] advertisements" (p. 596).
This methodological approach allows for a systematic comparison of rhetorical
strategies across different linguistic and cultural contexts.
The findings from this intercultural analysis revealed both commonalities and
differences in rhetorical strategies across languages. Specifically, "The results revealed
that English and Arabic advertisements consisted of both common and culture-specific
rhetorical moves" (Khedri et al., 2022, p. 596). This suggests that while certain rhetorical
strategies may have universal appeal, others are culturally specific and may need to be
adapted for different target audiences. Furthermore, "The persuasive strategies
employed common lexico-grammatical features at syntactic, semantic, and discoursal
level, albeit to a different extent" (Khedri et al., 2022, p. 596). This observation highlights
the nuanced ways in which rhetorical strategies are implemented across different
linguistic contexts, even when the underlying persuasive intent is similar.
The intercultural analysis of rhetorical structures in advertising contributes to a broader
understanding of how persuasive communication operates across cultural boundaries.
As Khedri et al. (2022) note, their study "expands upon the existing analytical
frameworks used for the study of advertising discourse and adds to the intercultural
exploration of the rhetorical structures and persuasive strategies used in online
advertisements" (p. 596). This expansion of analytical frameworks is particularly
valuable in the context of increasingly globalized markets, where advertisers must
navigate multiple linguistic and cultural contexts.
Theoretical Models for Language in Advertising
The study of language use in advertising, particularly in multilingual contexts like
Tunisia, benefits from established theoretical frameworks that help explain the
dynamics of language choice and its implications. Helal's (2023) research on English in
Tunisian linguistic landscapes employs Kachru's (2005) "Three Circles of English" model,
positioning Tunisia as an "Expanding Outer Circle society" (p. 1). This theoretical
framework categorizes countries based on their historical relationship with English and
the role of English within their societies. In the Expanding Circle, which includes
countries like Tunisia, English has no historical or governmental role but is increasingly
used for international communication, including in commercial contexts like advertising.
In addition to Kachru's model, Helal (2023) also employs Kroskrity's (2000) concept of
"language regime" to analyze "the intersection of language practices with official
policies" (p. 1). This theoretical framework helps explain how language choices in
commercial contexts, such as advertising, may align with or deviate from official
language policies. The concept of language regime is particularly relevant in the
Tunisian context, where there are explicit language policies regarding the use of Arabic
in public signage, yet English is increasingly used in commercial contexts, including
advertising.
These theoretical models provide a foundation for understanding the complex interplay
between language choice, rhetorical strategies, and persuasive communication in
advertising, particularly in multilingual contexts like Tunisia. They help explain why
certain languages, such as English, may be preferred in specific advertising contexts
despite not being the primary language of the target audience. Furthermore, they
provide a framework for analyzing how language choice itself can function rhetorically,
conveying implicit messages about modernity, globality, and cosmopolitanism that may
enhance the persuasive impact of advertisements.
Digital Advertising in MENA Region and Tunisia
Digital Advertising Context
The landscape of digital advertising has undergone significant transformation globally,
with particular implications for regions like the Middle East and North Africa (MENA),
including Tunisia. As Singh and Jitendra (2021) observe, "Despite the constantly
increasing spending on digital advertising, the efficiency of the ecosystem's operating is
becoming more apparent" (p. 73). This observation highlights the growing importance of
understanding digital advertising effectiveness, particularly in emerging markets where
digital adoption is rapidly increasing.
The prominence of digital advertising in contemporary marketing strategies is
underscored by Singh and Jitendra (2021), who note that "In today's corporate world,
the term 'digital marketing' is a buzzword. Because of its cost efficiency, digital
advertising, which is a small portion of it, has become the most frequently discussed
and worked on" (p. 73). This emphasis on digital advertising reflects its growing
centrality in marketing strategies across various regions, including Tunisia and the
broader MENA region.
The digital revolution has fundamentally altered the relationship between businesses
and consumers. As Singh and Jitendra (2021) explain, "Communication between the
customer and the seller has taken on a completely new meaning in the internet era" (p.
73). This transformation is particularly significant in regions like Tunisia, where digital
adoption is creating new opportunities for businesses to engage with consumers
through innovative advertising approaches.
Digital Advertising Benefits
The appeal of digital advertising lies in its numerous advantages over traditional
advertising methods. Singh and Jitendra (2021) highlight several key benefits, including
"Budget-friendly tracking and measurement in great detail and, last but not least,
inventiveness" (p. 73). These advantages make digital advertising particularly attractive
in markets like Tunisia, where businesses may have limited marketing budgets but seek
effective ways to reach and engage consumers.
The impact of digital advertising extends beyond consumer-facing businesses to include
business-to-business (B2B) marketing. Singh and Jitendra (2021) note that "The
transactional paradigm in which business-to-business marketers work is changing as a
result of the Internet" (p. 73). This shift has significant implications for how businesses in
Tunisia and the MENA region approach their marketing strategies, particularly as digital
infrastructure continues to develop.
Interestingly, Singh and Jitendra (2021) observe that "Companies that use conventional
transactional procedures outperform business-to-business marketers that take
advantage of the operational efficiency and effectiveness that comes with using the
Internet in transactions" (p. 73). This finding suggests that while digital advertising offers
numerous benefits, its effectiveness may depend on how well it is integrated with
broader business operations and strategies, a consideration that is particularly relevant
for businesses in Tunisia seeking to optimize their digital advertising approaches.
Digital Advertising in Tunisia
The specific context of digital advertising in Tunisia presents unique challenges and
opportunities. Khedri et al. (2022) emphasize that "Acquiring a deeper understanding of
culture-specific advertising practices is thus quickly becoming necessary for digital
advertisers and marketers seeking to tap into both English- and Arabic-speaking
consumer markets" (p. 596). This observation highlights the importance of cultural and
linguistic considerations in developing effective digital advertising strategies for the
Tunisian market.
Despite the growing importance of digital advertising in Tunisia, there remains a
significant gap in research on this topic. As Khedri et al. (2022) note, "Despite this, little
has been written on online advertising discourse within the particular contexts" (p. 596).
This lack of context-specific research underscores the need for more studies examining
how digital advertising operates within the unique cultural, linguistic, and economic
environment of Tunisia.
The Tunisian digital advertising landscape is further complicated by the multilingual
nature of the society, where Arabic, French, and increasingly English coexist in various
domains. This linguistic complexity creates both challenges and opportunities for digital
advertisers seeking to effectively communicate with Tunisian consumers. Understanding
how language choice, including the use of Technical English, influences consumer
engagement with digital advertisements is therefore crucial for developing effective
advertising strategies in this context.
Changing Media Environment
The evolution of the media environment has significant implications for digital
advertising in Tunisia and the broader MENA region. Singh and Jitendra (2021) observe
that "Within the constantly changing media environment, digital advertising is poised to
become a major contender" (p. 73). This prediction suggests that digital advertising will
continue to grow in importance in markets like Tunisia, potentially surpassing traditional
advertising channels in terms of reach and impact.
However, this shift toward digital advertising is not without challenges. Singh and
Jitendra (2021) note that "There are worries today that advertising tactics based on
conventional media formats and experiences may need to be reconsidered in the digital
market" (p. 73). This concern highlights the need for innovative approaches to digital
advertising that are specifically designed for digital platforms rather than simply
adapting traditional advertising formats.
The emergence of social media has been a particularly significant development in the
changing media environment. As Islam and Mahmood (2018) observe, "After the arrival
of social media, marketing trends have been entirely changed. Due to this revolution,
interactive relations have been developed between firms and their consumers" (p. 61).
This transformation in consumer-business relationships has profound implications for
how businesses in Tunisia approach digital advertising, emphasizing the importance of
interactive and engaging content that facilitates two-way communication.
Role of English in Global Advertising
English in Tunisia
The presence and function of English in Tunisia represents a complex sociolinguistic
phenomenon with significant implications for advertising and marketing. Helal (2023)
provides a comprehensive investigation into "the diffusion of English into the linguistic
ecologies of Tunisia, an Expanding Outer Circle society in North Africa" (p. 1). This
research is particularly relevant for understanding how English functions in Tunisian
advertising contexts, as it examines "the language practices of Tunisian business
operators in five commercial localities in metropolitan Tunis" (Helal, 2023, p. 1).
The study by Helal (2023) focuses specifically on "the uses of English and its interaction
with Tunisia's dominant languages, the ways the resources of English are locally
understood and deployed and the intersection of the emerging 'language regime'" (p. 1).
This focus on how English interacts with Tunisia's dominant languages—primarily Arabic
and French—provides valuable insights into the linguistic dynamics that shape
advertising practices in Tunisia. Understanding these dynamics is crucial for analyzing
how Technical English rhetoric functions in Tunisian digital advertisements and how it
influences consumer engagement.
The historical and sociolinguistic context of Tunisia is characterized by the official status
of Arabic and the significant influence of French as a legacy of colonialism. Within this
context, English has emerged as a third significant language, particularly in commercial
and digital domains. The growing presence of English in Tunisia reflects broader global
trends in which English functions as a lingua franca for international communication,
including in advertising and marketing contexts.
English in Commercial Contexts
The use of English in Tunisian commercial contexts serves specific strategic purposes
that extend beyond mere communication. Helal's (2023) research revealed "the
emergence of a bottom-up English-led public signage communicating a global corporate
ideology circumventing the official language policies mandating the use and visibility of
Modern Standard Arabic in public signage" (p. 1). This finding suggests that the use of
English in commercial contexts, including advertising, represents a deliberate strategy
that operates outside of—and sometimes in opposition to—official language policies.
The strategic value of English in Tunisian commercial contexts is further illuminated by
Helal's (2023) observation that "English is appropriated as a resource for constructing a
modern, cosmopolitan, and global identity for the businesses and their products" (p. 1).
This insight is particularly relevant for understanding the rhetorical function of Technical
English in digital advertisements, as it suggests that the use of English itself—particularly
technical or specialized English—may serve to position products and services as
modern, sophisticated, and globally connected.
Helal's (2023) study specifically reveals "the ways English is deployed in the Tunisian
linguistic landscape as a resource for indexing modernity, cosmopolitanism, and
globality" (p. 1). These associations between English and concepts like modernity and
globality represent powerful rhetorical resources that advertisers can leverage to
enhance the persuasive impact of their messages. By incorporating Technical English
into digital advertisements, Tunisian businesses may be attempting to tap into these
associations to create more favorable perceptions of their products and services among
consumers.
English in E-commerce
The role of English in e-commerce contexts is particularly significant for understanding
digital advertising practices in Tunisia. As Khedri et al. (2022) observe, "Nowadays, the
bulk of e-commerce is carried out in English. At the same time, however, the emergence
and growth of Arab e-commerce has attracted attention from e-commerce giants, such
as AliBaba and Amazon" (p. 596). This observation highlights the tension between global
e-commerce practices, which are predominantly conducted in English, and the growing
importance of localized approaches that accommodate Arabic-speaking consumers.
The predominance of English in global e-commerce creates a context in which Tunisian
businesses engaging in digital advertising must navigate complex linguistic choices. On
one hand, using English—particularly Technical English—may align with global e-
commerce norms and signal participation in global markets. On the other hand, using
Arabic may better accommodate local consumers and align with official language
policies. This tension creates a space in which strategic code-switching and the selective
use of Technical English may emerge as rhetorical strategies in digital advertisements.
The growth of Arab e-commerce, as noted by Khedri et al. (2022), suggests that there is
increasing recognition of the importance of linguistic and cultural adaptation in digital
commerce contexts. This trend may influence how Tunisian businesses approach their
digital advertising strategies, potentially leading to more nuanced approaches that
strategically combine elements of Arabic, French, and English to maximize consumer
engagement and persuasive impact.
Rhetoric of Technical Language in Persuasion
Advertising Rhetoric and Attitudes
The relationship between rhetorical language and consumer attitudes represents a
critical dimension of advertising effectiveness. According to Daou and Trabelsi-Zoghlami
(2016), "It is generally assumed that the use of rhetorical figures in the advertisement
leads to positive attitudinal judgments toward the ad" (p. 2). This assumption underpins
many advertising strategies, particularly those that incorporate specialized or technical
language to enhance persuasive impact.
The process through which rhetorical language influences consumer attitudes follows a
specific sequence. As Daou and Trabelsi-Zoghlami (2016) explain, "The persuasion
process from an attitudinal perspective is performed through three important variables:
Attitude-toward-the ad; Brand Attitude and Purchase Intent" (p. 2). This sequence
suggests that the rhetorical features of an advertisement, including the use of Technical
English, first influence consumers' attitudes toward the advertisement itself, which then
shapes their attitudes toward the brand, ultimately affecting purchase intentions.
The distinctive characteristics of rhetorical language play a significant role in shaping
consumer attitudes. McQuarrie and Mick (1996, as cited in Daou & Trabelsi-Zoghlami,
2016) suggest that "The artistic character of the rhetoric's deviations may result in a
more positive attitude toward the ad, which in turn influences the brand attitude and
the purchase intent" (p. 2). This observation is particularly relevant for understanding
how Technical English functions rhetorically in advertisements, as technical terminology
often represents a form of linguistic deviation from everyday language, potentially
creating the kind of artistic effect that enhances attitudinal responses.
Advertising Rhetoric and Elaboration
Beyond its impact on attitudes, rhetorical language in advertising also influences the
depth of cognitive processing that consumers engage in when exposed to
advertisements. Daou and Trabelsi-Zoghlami (2016) argue that "The cognitive
persuasion approach may be more relevant in understanding the impact of the
advertisement content on the consumer's responses than the attitudinal one, especially
in the rhetorical advertising context" (p. 2). This perspective emphasizes the importance
of considering how rhetorical features, including Technical English, affect consumers'
cognitive engagement with advertising messages.
The relationship between rhetorical complexity and cognitive elaboration is well-
established in the literature. McQuarrie and Mick (1999, as cited in Daou & Trabelsi-
Zoghlami, 2016) observe that "The artfulness of rhetorical ads invokes deeper
elaboration than simple and non-dimensional ads" (p. 2). This finding suggests that
advertisements incorporating rhetorical features, such as Technical English terminology,
may stimulate more extensive cognitive processing, potentially leading to stronger and
more enduring persuasive effects.
The systematic impact of rhetorical figures on cognitive elaboration is further
emphasized by McQuarrie and Phillips (2005, as cited in Daou & Trabelsi-Zoghlami,
2016), who "argue that the rhetorical figures included in an ad systematically increase
the cognitive elaboration of the receiver" (p. 2). This systematic effect underscores the
strategic value of incorporating rhetorical features, including Technical English, into
advertisements as a means of enhancing consumer engagement and persuasive impact.
Technical Language in Advertising
The specific role of technical language in advertising represents an important dimension
of rhetorical persuasion. Khedri et al. (2022) contribute to understanding this dimension
through their "intercultural exploration of the rhetorical structures and persuasive
strategies used in online advertisements" (p. 596). Their research identifies several key
elements related to persuasive language in advertising, including "online advertisement,
genre, rhetorical structure, move, persuasive language, technical writing" (p. 596). The
inclusion of "technical writing" in this list highlights the recognition of technical
language as a significant component of persuasive advertising discourse.
Technical language in advertising serves multiple rhetorical functions. First, it can signal
expertise and authority, positioning the advertiser as knowledgeable and trustworthy.
Second, it can create an impression of product sophistication and quality, suggesting
that products described with technical terminology are more advanced or effective than
those described in simpler terms. Third, technical language can create a sense of
exclusivity and insider knowledge, appealing to consumers' desire to be part of an
informed and discerning group.
In the context of digital advertising in Tunisia, the use of Technical English adds an
additional layer of rhetorical complexity. As previously discussed, English itself carries
associations with modernity, globality, and cosmopolitanism in the Tunisian context
(Helal, 2023). When this is combined with technical terminology, the rhetorical effect
may be particularly powerful, simultaneously leveraging the prestige of English and the
authority of technical language to enhance persuasive impact.
The rhetorical effectiveness of technical language, however, may be moderated by
various factors, including consumers' familiarity with the terminology, their motivation
to process complex information, and their general attitudes toward technical language.
As Daou and Trabelsi-Zoghlami (2016) note, "The elaboration of a mental imagery
process is not automatic, even if the reader is in a rhetorical advertising context" (p. 3).
This observation suggests that while technical language may have significant rhetorical
potential, its actual impact depends on how consumers engage with and process this
language.
Consumer Engagement with Digital Advertisements
Consumer Motivation and Perception
The effectiveness of digital advertising is significantly influenced by how it shapes
consumer motivation and perception. Islam and Mahmood (2018) conducted research
specifically "to check the impact of social media advertising on customers' purchase
intention while considering the customers' motivation and customers' perception as
mediating variables" (p. 61). This approach recognizes that consumer engagement with
digital advertisements is not a direct process but is mediated by psychological factors
that influence how advertising content is received and processed.
The findings from Islam and Mahmood's (2018) research provide valuable insights into
the relationship between digital advertising and consumer engagement, revealing that
"advertising on social media increases customers' motivation and improves perception
of the company for viewers which ultimately enhances customers' purchase intention"
(p. 61). This causal chain—from advertising exposure to enhanced motivation and
improved perception to increased purchase intention—highlights the complex
psychological processes that underlie consumer engagement with digital
advertisements.
In the context of Technical English rhetoric in Tunisian digital advertisements, these
findings suggest that the use of technical language may influence consumer
engagement by affecting motivation and perception. Technical English may enhance
motivation by creating an impression of product sophistication and quality, while also
improving perception of the company by positioning it as knowledgeable and globally
connected. These psychological effects may then translate into stronger purchase
intentions, representing a key dimension of consumer engagement.
Mental Imagery and Processing
The role of mental imagery in consumer processing of advertisements represents
another important dimension of consumer engagement. Daou and Trabelsi-Zoghlami
(2016) explain that "Mental imagery concerns the visual treatment of information
through the developing of mental imagery representations" (p. 2). This cognitive process
is particularly relevant for understanding how consumers engage with advertisements
that incorporate rhetorical features, including Technical English.
The relationship between rhetorical devices and mental imagery is highlighted by
Chamard (2000, as cited in Daou & Trabelsi-Zoghlami, 2016), who suggests that
"Rhetorical devices used in the advertisement are considered as strategic techniques
able to stimulate the imagery process of the reader" (p. 2). This observation suggests
that Technical English rhetoric in digital advertisements may enhance consumer
engagement by stimulating mental imagery, creating more vivid and memorable
representations of products and services in consumers' minds.
However, it is important to note that "The elaboration of a mental imagery process is not
automatic, even if the reader is in a rhetorical advertising context" (Daou & Trabelsi-
Zoghlami, 2016, p. 3). This qualification highlights the variability in how consumers
process rhetorical features in advertisements, including Technical English. As Daou and
Trabelsi-Zoghlami (2016) further explain, "Several individual variables lead to a cognitive
processing rather than an emotional evaluation of the stimulus" (p. 3). This observation
suggests that consumer engagement with Technical English rhetoric may vary based on
individual differences in processing style, with some consumers engaging more
cognitively and others more emotionally.
Digital Marketing Objectives
Consumer engagement with digital advertisements is shaped by the specific objectives
that guide marketing strategies. Singh and Jitendra (2021) explain that "The purpose of
this article is to explain the efficacy of digital advertising in terms of generating
awareness, interest, and preference, as well as giving product information and
encouraging purchase" (p. 73). This articulation of digital advertising objectives
highlights the multiple dimensions of consumer engagement that advertisers seek to
influence, from initial awareness to ultimate purchase.
The ultimate objective of marketing activity, including digital advertising, is sales. As
Singh and Jitendra (2021) note, "Because price, negotiation, and acceptance
agreements, as well as agreements on payment methods agreed upon by both sides, are
all included in this area, sales is the ultimate objective of marketing activity" (p. 73). This
focus on sales as the ultimate objective underscores the importance of understanding
how Technical English rhetoric in digital advertisements influences not just consumer
perceptions and attitudes but also actual purchasing behavior.
However, marketing objectives extend beyond immediate sales to include broader
relationship-building goals. Singh and Jitendra (2021) define marketing as "a collection
of procedures and an organizational role for generating, conveying, and providing value
to consumers, as well as maintaining customer relationships in ways that benefit the
company and its stakeholders" (p. 73). This definition highlights the relational
dimension of marketing, suggesting that consumer engagement with digital
advertisements should be understood not just in terms of immediate responses but also
in terms of long-term relationship development.
Social Media Influence
The influence of social media on consumer engagement with digital advertisements
represents a particularly significant trend in contemporary marketing. Singh and
Jitendra (2021) observe that "Users of online business are being more influenced by
social media" (p. 73). This observation highlights the growing importance of social
media platforms as channels for digital advertising and consumer engagement.
The specific role of social media in shaping consumer engagement is further elaborated
by Islam and Mahmood (2018), who note that social media "is playing its role to increase
the brand awareness, brand loyalty, and brand recognition" (p. 61). These three
dimensions—awareness, loyalty, and recognition—represent key aspects of consumer
engagement that can be influenced by digital advertisements, including those that
incorporate Technical English rhetoric.
In the Tunisian context, social media platforms may be particularly important channels
for digital advertisements that incorporate Technical English rhetoric. As previously
discussed, English in Tunisia is associated with modernity, cosmopolitanism, and
globality (Helal, 2023). Social media platforms, which themselves often embody these
same values, may provide an especially conducive environment for advertisements that
leverage Technical English to enhance consumer engagement.
Gaps in the Literature
Research Gaps in Digital Advertising
Despite the growing importance of digital advertising globally, there remain significant
gaps in our understanding of its effectiveness and optimal implementation. Singh and
Jitendra (2021) observe that "Despite the constantly increasing spending on digital
advertising, the efficiency of the ecosystem's operating is becoming more apparent" (p.
73). This observation highlights a critical gap between the rapid growth in digital
advertising investment and our understanding of how to maximize its effectiveness,
particularly in emerging markets like Tunisia.
The evolving nature of digital media creates additional challenges for advertising
research and practice. Singh and Jitendra (2021) note that "There are worries today that
advertising tactics based on conventional media formats and experiences may need to
be reconsidered in the digital market" (p. 73). This concern points to a research gap
regarding the development of advertising approaches specifically designed for digital
environments, rather than simply adapting traditional advertising formats. In the
context of Technical English rhetoric in Tunisian digital advertisements, this gap
suggests the need for research examining how technical language functions in digital
environments specifically, rather than assuming that findings from traditional
advertising contexts will apply.
The rapid pace of technological change in digital advertising further complicates
research efforts. As new platforms, formats, and targeting capabilities emerge, research
struggles to keep pace, creating gaps in our understanding of how these innovations
influence consumer engagement. This is particularly relevant for understanding how
Technical English rhetoric functions across different digital platforms and formats in the
Tunisian context, as the rhetorical impact may vary significantly depending on the
specific digital environment.
Research Gaps in Tunisian Context
The specific context of Tunisia presents unique research challenges and gaps. Khedri et
al. (2022) emphasize that "Acquiring a deeper understanding of culture-specific
advertising practices is thus quickly becoming necessary for digital advertisers and
marketers seeking to tap into both English- and Arabic-speaking consumer markets" (p.
596). This observation highlights the need for research that addresses the specific
cultural and linguistic dynamics of the Tunisian market, rather than relying on findings
from Western contexts that may not be directly applicable.
The limited research on digital advertising in Tunisia is explicitly acknowledged by
Khedri et al. (2022), who note that "Despite this, little has been written on online
advertising discourse within the particular contexts" (p. 596). This gap in context-specific
research underscores the need for studies examining how digital advertising operates
within the unique cultural, linguistic, and economic environment of Tunisia. Without
such research, advertisers and marketers may struggle to develop effective strategies
that resonate with Tunisian consumers.
The multilingual nature of Tunisian society creates additional complexity for advertising
research. While there is growing research on the role of English in Tunisia (Helal, 2023),
there remains a gap in understanding how different languages—including Technical
English—function rhetorically in digital advertisements and how they influence
consumer engagement. This gap is particularly significant given the strategic importance
of language choice in advertising and its potential impact on consumer perceptions and
behaviors.
Research Gaps in Technical English Rhetoric
While there is substantial research on rhetorical figures in advertising (Daou & Trabelsi-
Zoghlami, 2016) and on English in Tunisian commercial contexts (Helal, 2023), there
appears to be limited research specifically examining the rhetoric of Technical English in
Tunisian digital advertisements and its impact on consumer engagement. This
represents a significant gap at the intersection of rhetorical theory, sociolinguistics, and
digital marketing.
The specific rhetorical functions of technical language in advertising require further
investigation, particularly in multilingual contexts like Tunisia. While research suggests
that rhetorical figures in advertising can enhance persuasion by influencing attitudes
and stimulating cognitive elaboration (Daou & Trabelsi-Zoghlami, 2016), the specific
mechanisms through which Technical English operates rhetorically in Tunisian digital
advertisements remain underexplored.
The relationship between Technical English rhetoric and consumer engagement in the
Tunisian context represents another important research gap. While Islam and Mahmood
(2018) provide insights into how social media advertising influences consumer
motivation, perception, and purchase intention, their research does not specifically
address the role of technical language or the Tunisian context. Understanding how
Technical English rhetoric shapes these dimensions of consumer engagement in Tunisia
would provide valuable insights for both theory and practice.
In summary, the intersection of digital advertising, Technical English rhetoric, and
Tunisian consumer engagement represents an underexplored area that warrants further
investigation. Addressing these research gaps would contribute to theoretical
understanding of cross-cultural communication in digital marketing while providing
practical insights for advertisers and marketers seeking to effectively engage Tunisian
consumers through digital advertisements.
References
Daou, S. I., & Trabelsi-Zoghlami, A. (2016). Rhetoric and persuasive advertising: Role of
mental imagery and style of processing. Australian Journal of Business and Management
Research, 5(5), 1-7.
Helal, F. (2023). "Eat Me! Eat Me! tounsi": English in Tunisian linguistic landscapes
beyond the official policy legislations. International Journal of Bilingualism. https://
doi.org/10.1177/13670069231206508
Islam, S., & Mahmood, M. I. (2018). A qualitative study on the outcomes of social media
advertising. Advances in Journalism and Communication, 6, 61-73. https://doi.org/
10.4236/ajc.2018.62006
Khedri, M., Hasan, E., & Kritsis, K. (2022). Rhetorical structure and persuasive features of
advertising: An intercultural analysis of English and Arabic online advertisements.
Russian Journal of Linguistics, 26(3), 596-624. https://doi.org/10.22363/2687-0088-24591
Singh, P., & Jitendra, D. (2021). A review paper on digital advertising. International
Journal of Innovative Research in Computer Science & Technology, 9(6), 73-76. https://
doi.org/10.55524/ijircst.2021.9.6.17
