Persuading consumers: The use of conditional constructions in British hotel websites
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Persuading consumers: The use of conditional constructions in British hotel websites

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Persuading consumers: The use of conditional constructions in British hotel websites

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dc.contributor.author Fuster Márquez, Miguel
dc.contributor.author Gregori-Signes, Carmen
dc.date.accessioned 2019-01-02T11:41:27Z
dc.date.available 2019-01-02T11:41:27Z
dc.date.issued 2018
dc.identifier.uri http://hdl.handle.net/10550/68350
dc.description.abstract Hotel websites display textual and non-textual strategies with the aim of turning online visitors into customers. This article focuses on two related textual aspects: how consumers are discursively construed and how conditional constructions are used in order to persuade and convince consumers of the adequacy of the hotel. The framework adopted for the analysis combines Stern's notion of 'implied consumer' with a corpus-driven approach. The corpus data comprises 114 British hotel websites and totals half a million words. This is a subcorpus of COMETVAL, a database compiled at the University of València. The results reveal the importance of a number of words that address consumers directly or indirectly. These words intertwine with others to form patterns that help establish a bond between hoteliers and their clients. Further exploration of the corpus confirmed that some conditional sequences such as if you and should you are used by advertisers to speculate about the needs and wishes of consumers that the hotel can fulfil for them. The analysis suggests that conditional structures are a distinctive discursive characteristic strongly associated with the dialogic nature of the discourse hotel websites.
dc.language.iso eng
dc.relation.ispartof Discourse & Communication, 2018, vol. 12, num. 6, p. 587-607
dc.rights.uri info:eu-repo/semantics/openAccess
dc.source Fuster Márquez, Miguel Gregori-Signes, Carmen 2018 Persuading consumers: The use of conditional constructions in British hotel websites Discourse & Communication 12 6 587 607
dc.subject Anglès
dc.title Persuading consumers: The use of conditional constructions in British hotel websites
dc.type info:eu-repo/semantics/article
dc.date.updated 2019-01-02T11:41:27Z
dc.identifier.doi https://doi.org/10.1177/1750481318805169
dc.identifier.idgrec 128899

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