Interpreting Creative Call to Action Messages in Advertising Discourse Using Requestive Strategies

Abstract

Advertising is rapidly evolving in a number of different ways in light of globalization and contemporary consumption. This is a result of cultural shifts, behavioral changes, and advancements in communication technologies. The call to action (CTA) in advertising is essential to achieving the goals of communication campaigns. When creating CTA messaging for advertising campaigns, the request technique is essential for encouraging consumers to buy goods or use services. This study uses an interdisciplinary approach and qualitative research to examine call-to-action messages in advertising. It examines the methods of request tactics to send customers courteous and successful invitations. The chosen advertisements for analysis are innovative and exceptionally successful campaigns from renowned global corporations. In this study, the use of CTA discourse is looked at in the context of communication and interaction principles, as well as cultural and linguistic expressions and a specific type of nonverbal communication used in advertising. At the same time, it looks at and explains how language is used in advertising messages that are based on CTA elements. The research findings encompass a suggested framework for developing innovative CTAs. These illustrate the construction of CTAs to optimize persuasion and originality while also proposing techniques for implementing innovative CTA messaging in mass media. All of these recommendations enhance the formulation of effective CTAs in advertising campaigns, where innovation is transforming our approach to client engagement.