Document Type : Original Article
Authors
1
Department of English, Shahreza Branch, Islamic Azad University, Shahreza, Iran
2
Department of English, Shahreza Branch, Islamic Azad University,Shahreza, Iran
3
Department of English Language and Literature, Faculty of Literature and Languages, Arak University, Arak, Iran
4
Department of English, Faculty of Management and Humanities,Chabahar Maritime University, Chabahar, Iran
5
Department of English, Faculty of Management and Humanities, Chabahar Maritime University, Chabahar, Iran
6
English Department, Faculty of Management and Humanities, Chabahar Maritime University, Chabahar,Iran
Abstract
This study investigates covert persuasion in Arabic and English advertisements to address a gap in cross-cultural research. A qualitative analysis of 50 print ads (25 per language) employed Jones’ (2010) model—coding for implicit endorsement, implied truth, indirect benefits, and vague attribution—with high inter-coder reliability (K = 0.82). Findings revealed a statistically significant divergence (χ²(3) =10.83, p < 0.05). Arabic ads emphasized socio-collectivistic appeals, utilizing implied truth through cultural narratives and implicit endorsement via community figures to build trust indirectly. English ads preferred individualistic benefits and vague attributions, aligning with low-context, evidence-implying norms. This demonstrates how high-context communication favors nuanced, relational implication, while low-context persuasion leans on heuristic, individual-centric cues. The study provides an original empirical contribution by systematically applying a unified framework to pinpoint strategic linguistic differences, moving beyond broad cultural generalizations. Practically, it offers advertisers a nuanced understanding for crafting culturally resonant, ethical global campaigns, enhancing efficacy and reducing cross-cultural misalignment. Ultimately, it affirms that covert persuasion is not universal but is deeply embedded in specific cultural and communicative norms.
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