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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:A critical evaluation of persuasive communication discourses inspired by celebrity endorsement in the telecommunication sector in Zimbabwe
Authors:Chapanga, EvansISNI
Choto, Isaac
Year:2015
Periodical:Journal for Studies in Humanities and Social Sciences (ISSN 2026-7215)
Volume:4
Issue:1
Pages:58-71
Language:English
Geographic term:Zimbabwe
Subjects:advertising
mobile telephone
artists
language usage
Abstract:In Zimbabwe players in the telecommunication sector, notably Econet and NetOne, are embroiled in mobile wars which have spilled over onto the broadcast platform. This article investigates persuasive communication strategies employed in this fight for subscribers. Of particular interest in this respect is the phenomenon of 'celebrity endorsement', where celebrities are enlisted to project a favourable image of the networks through road shows, promotional outreach programmes and sponsored media programmes. Language skills used by these celebrities as persuasive communication strategies are code switching, slang, hyperbole and humour. Bibliogr., sum. [ASC Leiden abstract]
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