UNIVERSITI PUTRA MALAYSIA

MANUFACTURING CONSUMER CONSENT VIA CONTEST ENTRY FORM AS PROMOTIONAL GENRE

SOO POH YOKE, JACQUELYN

FBMK 2011 41

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MANUFACTURING CONSUMER CONSENT VIA CONTEST

ENTRY FORM AS PROMOTIONAL GENRE

By

SOO POH YOKE, JACQUELYN

Thesis Submitted to the School of Graduate Studies, Universiti Putra Malaysia

in Fulfilment of the Requirements for the Degree of Doctor of Philosophy

July 2011

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Abstract of thesis presented to the Senate of Universiti Putra Malaysia in fulfilment

of the requirement for the degree of Doctor of Philosophy

MANUFACTURING CONSUMER CONSENT VIA CONTEST ENTRY

FORM AS PROMOTIONAL GENRE

By

SOO POH YOKE, JACQUELYN

July 2011

Chair : Prof. Madya Mohd Faiz Sathivellu Bin Abdullah, PhD

Faculty : Faculty of Modern Languages and Communication

The research interest of this thesis was to describe, interpret and explain the

influence of a particular genre of promotional discourse on consumers. Those in the

advertising industry loosely identify this genre as the contest entry form or CEF.

Key questions include analysing the verbal and visual strategies employed in CEFs

in relation to specific products that were promoted, how promotional advertisers use

these linguistic and non-linguistic strategies to manufacture consumer consent, and if

there were any differences in perceptions about CEFs between consumers at large

and those whose professions are related to the promotional and/ or advertising fields.

The study used the mixed methods approach based on Creswell’s (2003) sequential

exploratory design to analyse data in two phases. In the qualitative phase, a textual

corpus of 118 CEFs collected from major supermarkets throughout the Klang Valley,

Malaysia was examined. Eight key verbal and three key visual components were

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identified. Embedded underlying strategies within the verbal components include

foregrounding, backgrounding, presupposition and connotation while those found

within visual components included composition, visual modality and using structures

of representation. In the quantitative phase, survey data from two groups of

respondents (60 from the promotions and advertising fields; 59 from those whose

professions were not related to either field) were analysed. The results showed that

while occupational insights did make a difference in certain areas such as those

pertaining to questionable criteria like the lucky draw and biggest spender, the

implicit processes of “naturalisation” and “inculcation” (Fairclough, 1989, p. 75)

may help explain how overall responses showed that insiders may be as

“disadvantaged” (Janks, 1997, p. 28) as outsiders in relation to the messages the

former encode as producers of the genre. It was thus concluded that the promotional

genre in question largely succeeded in reaffirming commercial contest entry as a

social practice that is a part of the goods purchasing activity.

The researcher hopes that the present research provides deeper insights into

promotional advertising discourse. Some guidelines for consumers to make more

informed purchasing decisions, as well as suggestions for further research are made

at the end of the thesis.

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Abstrak tesis yang dikemukakan kepada Senat Universiti Putra Malaysia sebagai

memenuhi keperluan untuk ijazah Doktor Falsafah

PEMEROLEHAN PERSETUJUAN MELALUI BORANG PENYERTAAN

PERADUAN PENGGUNA SEBAGAI GENRE PROMOSI

Oleh

SOO POH YOKE, JACQUELYN

Julai 2011

Pengerusi : Prof. Madya Mohd Faiz Sathivellu Bin Abdullah, PhD

Fakulti : Fakulti Bahasa Moden dan Komunikasi

Kajian tesis ini mengurai, menafsir dan menjelaskan daya pengaruh sesuatu genre

pengiklanan promosi ke atas para pengguna. Di kalangan mereka yang pekerjaannya

berhubung dengan bidang pengiklanan dan promosi, genre ini dikenali dalam bahasa

Inggeris sebagai Contest Entry Form atau CEF. Soalan-soalan kajian utama

menganalisis strategi-strategi tuturkata dan citraan dalam CEF berhubungan dengan

barangan yang diiklan, bagaimana para pengiklan menggunakan stategi-strategi

linguistik serta bukan linguistik untuk memperoleh persetujuan pengguna umum,

dan jika terdapat perbezaan persepsi tentang CEF di antara para pengguna umum dan

mereka yang pekerjaannya terbabit dengan bidang promosi dan/ atau pengiklanan.

Kajian ini berdasarkan sequential exploratory design (Cresswell, 2003) yang

menganalisis data pada dua fasa. Di fasa kualitatif, korpus teks sejumlah 118 CEF

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telah dikumpul dari pasaraya di sekitar Lembah Kelang, Malaysia untuk dikaji.

Lapan komponen tuturkata serta tiga komponen citraan telah dikenalpasti. Strategi-

strategi tersirat yang menjadi asas dalam komponen tuturkata CEF termasuklah

foregrounding, backgrounding, andaian dan konotasi manakala strategi yang

terdapat dalam komponen visual adalah komposisi, modaliti dan pengunaan struktur

representasi. Di fasa kuantitatif pula, data tinjauan yang diperolehi dari dua

kumpulan responden (60 dari bidang pengiklanan dan 59 pengguna umum di lokasi

yang sama) telah dianalisis. Hasil kajian menunjukan bahawa walaupun pengertian

berdasarkan pekerjaan mewujudkan perbezaan dalam aspek tertentu seperti yang

berkaitan dengan kriteria yang diragukan bagi lucky draw (cabutan bertuah) dan

biggest spender (pembelanja terbesar), proses-proses naturalisation dan inculcation

yang tersirat (Fairclough, 1989, m. 75) mungkin menjelaskan bagaimana mereka

yang bekerja dalam bidang pengiklanan atau insiders sama-sama kurang arif atau

“disadvantaged” (Janks, 1997, m.28) berbanding outsiders (mereka yang tidak

mempunyai ilmu pengiklanan) walaupun golongan pertama ini merupakan ahli

pencipta genre berkenaan. Oleh yang demikian, adalah disimpulkan bahawa genre

promosi tersebut pada umumnya berjaya menghasilkan penyertaan peraduan

komersil sebagai amalan sosial yang menjadi sebahagian daripada aktiviti pembelian

barangan. Pengkaji berharap agar hasil kajian ini dapat memberi pemahaman yang

lebih mendalam terhadap wacana pengiklanan promosi. Beberapa garis panduan

untuk pengguna membuat keputusan membeli barangan dengan lebih arif serta

cadangan bagi penyelidikan lanjut adalah dimuatkan pada akhir tesis ini.

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ACKNOWLEDGEMENTS

This study owes its existence to a number of people who supported me throughout

the process of researching and writing it. I am grateful to Prof. Madya Mohd Faiz

Bin Abdullah. I am also indebted to Prof. Madya Dr. Wong Bee Eng and Prof.

Madya Dr. Washima Che Dan for their encouragement and tutelage without which

this study would not be at all. A special thanks is also due to my examiners, Prof. Dr.

Chan Swee Heng, Prof. Dr. Anthony Pare, Prof. Madya Dr. Wan Roselezam and Dr.

Afida whose comments led to an improved version of this work.

I take this opportunity to thank everyone who participated in this study. In particular,

Azzaro and my two long-time colleagues who although did not want to be named

here, contributed by reading, criticizing and commenting on my thesis based on their

own experiences in the promotions and advertising fields. I am grateful for the

contribution of their insights to the overall findings of this work.

This study is dedicated to the best family in the world- mine. Mom (Molly HL Chai)

and dad (Stephen YH Soo), Lennie and Christopher, Melvyn, Patricia and Julienne,

Carolyn and Jessica, Selvyn and Lilian, and of course my husband Yuan Long and

precious baby son, Jarret Goh-Szu Hahn.

APPROVAL SHEET 1

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I certify that a Thesis Examination Committee has met on 18 July 2011 to conduct

the final examination of Soo Poh Yoke, Jacquelyn on her thesis entitled

“Manufacturing Consumer Consent via Contest Entry Form as Promotional

Advertising Genre” in accordance with the Universities and University Colleges

ACT 1971 and the Constitution of the Universiti Putra Malaysia [P.U.(A) 106] 15

March 1998. The Committee recommends that the student be awarded the degree of

Doctor of Philosophy.

Members of the Thesis Examination Committee were as follows:

Name of Chairperson, PhD

Title (E.g. Professor/ Associate Professor/ Ir.) – omit if not relevant

Name of Faculty

Universiti Putra Malaysia

(Chairman)

Name of Examiner 1, PhD

Title (E.g. Professor/ Associate Professor/ Ir.) – omit if not relevant

Name of Faculty

Universiti Putra Malaysia

(Internal Examiner)

Name of Examiner 2, PhD

Title (E.g. Professor/ Associate Professor/ Ir.) – omit if not relevant

Name of Faculty

Universiti Putra Malaysia

(Internal Examiner)

Name of External Examiner, PhD

Title (E.g. Professor/ Associate Professor/ Ir.) – omit if not relevant

Name of Department and/ or Faculty

Name of Organisation (University/ Institute)

Country

(External Examiner)

______________________________

NORITAH OMAR, PhD

Associate Professor and Deputy Dean

School of Graduate Studies

Universiti Putra Malaysia

Date:

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This thesis submitted to the Senate of Universiti Putra Malaysia has been accepted as

fulfilment of the requirement for the degree of Doctor of Philosophy. The members

of the Supervisory Committee were as follows:

Mohd Faiz Sathivellu Bin Abdullah, PhD

Associate Professor

Faculty of Modern Languages and Communication

Universiti Putra Malaysia

(Chairman)

Wong Bee Eng, PhD

Associate Professor

Faculty of Modern Languages and Communication

Universiti Putra Malaysia

(Member)

Washima Bt Che Dan, PhD

Associate Professor

Faculty of Modern Languages and Communication

Universiti Putra Malaysia

(Member)

______________________________

HASANAH MOHD GHAZALI, PhD

Professor and Dean

School of Graduate Studies

Universiti Putra Malaysia

Date:

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DECLARATION

I declare that the thesis is my original work except for quotations and citations which

have been duly acknowledged. I also declare that it has not been previously, and is

not concurrently, submitted for any other degree at Universiti Putra Malaysia or at

any other institution.

______________________________

SOO POH YOKE, JACQUELYN

Date: 18 July 2011

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TABLE OF CONTENTS

Page

ABSTRACT ii

ABSTRAK iv

ACKNOWLEDGEMENTS vi

APPROVAL vii

DECLARATION ix

APPENDICES xiii

LIST OF TABLES xiv

LIST OF FIGURES xvi

LIST OF ABBREVIATIONS/ GLOSSARY OF TERMS xvii

CHAPTER

1 BACKGROUND

1.0 Introduction 1

1.1 Statement of the problem 7

1.2 Research questions 10

1.3 Purpose of the study 10

1.4 Theoretical framework 11

1.4.1 CDA and SFL 21

1.4.2 CDA and social semiotics 24

1.5 Scope of the study 25

1.6 Limitations of the study 26

1.7 Definition of key terms 28

1.7.1 Power and control 29

1.7.2 Ideology in promotional advertising texts 29

1.7.3 Manufacture of consent (MOC) 29

1.7.4 Promotional advertising discourse 30

1.7.5 Promotional advertisers 31

1.7.6 Contest entry form (CEF) 32

1.8 Overview of thesis 33

2 REVIEW OF RELATED LITERATURE

2.0 Introduction 34

2.1 Genre-based perspective of discourse 34

2.2 Genre as the new rhetoric 36

2.3 Using Critical Discourse Analysis (CDA) 39

2.3.1 Text 45

2.3.2 Discourse practice 46

2.3.3 Sociocultural practice 47

2.3.4 Criticisms on the use of CDA 51

2.4 Manufacturing of consent and CDA 56

2.5 The mediation of promotional advertising 60

2.6 Hierarchy of effects in promotional advertising 64

2.7 Contest entry form (CEF) 67

2.8 The CEF and consumer purchasing behaviour 68

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2.9 The empowerment of consumers 71

2.10 Summary 72

3 METHODS AND MATERIALS

3.0 Introduction 74

3.1 Research approach and design 74

3.2 Conceptual framework 77

3.3 Analysing promotional advertising appeals 79

3.3.1 Fear appeal 81

3.3.2 Greed appeal 82

3.3.3 Self-esteem appeal 83

3.3.4 Personal enjoyment appeal 84

3.4 Analysing verbal texts and linguistic forms 84

3.4.1 Denotation, connotation, and myth 85

3.4.2 Fuzzy and concrete words 86

3.4.3 Logical fallacy 86

3.5 Analysing visual texts and non-linguistic forms 88

3.5.1 Social semiotics 89

3.5.2 Connotations and denotations 93

3.5.3 Intertextuality 94

3.5.4 Anchorage and relay 95

3.5.5 Visual structure of representation 96

3.5.6 Modality 97

3.5.7 Composition 98

3.6 Materials and data collection 98

3.6.1 The survey questionnaire 99

3.6.2 Sampling texts for analysis 100

3.6.3 Respondent samples 102

3.7 Data analysis procedures 104

3.8 Pilot study 105

4 QUALITATIVE RESULTS: Key components and strategies in CEFs

4.0 Introduction 108

4.1 Key textual components in CEFs 109

4.2 Linguistic realisation of verbal and visual strategies 112

4.2.1 Text as a whole (CEF) 113

4.2.2 Level of sentences 116

4.2.3 Level of words 120

4.3 Manufacture of consumers’ consent 120

4.3.1 Product brand name 121

4.3.2 Contest themes 123

4.3.3 Contest headlines 129

4.3.4 Body copy and captions 135

4.3.5 Skill criteria 139

4.3.6 Proof of purchase 150

4.3.7 Rules and regulations 154

4.3.8 Visual strategies 171

4.4 Preliminary summary 184

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4.5 Consumers’ comments (responses to open-ended item Q24) 187

4.5.1 Verbal texts 187

4.5.2 Skill criteria 188

4.5.3 Rules and regulations 189

4.5.4 Contest prizes and visual elements 191

4.5.5 Consumer contests and CEFs 192

4.6 Summary 196

5 CONSUMER PERCEPTIONS: CEFs and related discourse

5.0 Introduction 197

5.1 Perceived value of consumer contests 198

5.2 Views and preferences surrounding CEFs 203

5.3 Views and preferences about consumer contest prizes 211

5.4 Summary and suggestions 219

6 CONCLUSION

6.0 Summary of the project 222

6.1 Conclusions 222

6.2 Suggestions, limitations and future research 224

6.2.1 How to approach a promotional advertising text 227

6.2.2 Useful CDA techniques 228

6.2.3 How consumer interests may be better represented 230

REFERENCES 236

BIODATA OF STUDENT 300