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AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN AIRLINE’S PRESS

RELEASES: A CASE STUDY OF ETIHAD AIRWAYS

A MASTER’S PROJECT

KESAMA TRAIRATTANANUSORN

Presented in Partial Fulfillment of the Requirement for the

Master of Arts Degree in English

at Srinakharinwirot University

March 2009

AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN AIRLINE’S PRESS

RELEASES: A CASE STUDY OF ETIHAD AIRWAYS

Abstract

Kesama Trairattananusorn

Presented in Partial Fulfillment of the Requirement for the

Master of Arts Degree in English

at Srinakharinwirot University

March 2009

การวิเคราะหภาษาที่ใชเพื่อการโนมนาวใจในขาวประชาสัมพันธของสายการบิน

กรณีศึกษาของสายการบินเอทิฮัด

บทคัดยอ

ของ

เกษมา ไตรรัตนานุสรณ

เสนอตอบัณฑิตวิทยาลัย มหาวิทยาลัยศรีนครินทรวิโรฒ เพื่อเปนสวนหนึ่งของการศึกษา

ตามหลักสูตรปริญญาศิลปศาสตรมหาบัณฑิต สาขาวิชาภาษาอังกฤษ

มีนาคม 2552

Trairattananusorn Kesama. (2009). An Analysis of Persuasive Language Used in

Airline’s Press Releases: A Case Study of Etihad Airways. Master’s Project,

M.A. (English). Bangkok: Graduate School, Srinakharinwirot University.

Project Advisor: Associate Professor Dr. Tipa Thep-Ackrapong.

The purpose of this study was to analyze and identify which persuasive

strategies were frequently used in the content of Etihad Airways press releases.

Additionally, it was designed to find out persuasive language including power

verbs, adjectives and adverbs used in the press releases, and to compare the number

of occurrences of persuasive words in each persuasive strategy. Fifty press releases

of Etihad Airways published in Thailand during the period of January 2006 –

December 2006 were selected and classified into five groups following the

persuasive strategies. The results revealed that the stimulus response strategy (38%)

was the most used in the content, followed by cognitive (26%), personality (8%),

motivational (6%) and social strategy (4%). The possessive adjective our, the

descriptive adjective Etihad Airways, the adverb also and the verb provide were the

most used persuasive words. Although the word Etihad Airways was used at the

highest level in all strategies, the word new was also found to a high degree.

เกษมา ไตรรัตนานุสรณ. (2552). การวิเคราะหภาษาที่ใชเพื่อการโนมนาวใจในขาวประชาสัมพันธ:

กรณีศีกษาของสายการบินเอทิฮัด. สารนิพนธ ศศ.ม. (ภาษาอังกฤษ). กรุงเทพฯ: บัณฑิต

วิทยาลัย มหาวิทยาลัยศรีนครินทรวิโรฒ. อาจารยที่ปรึกษาสารนิพนธ: รศ. ดร. ทิพา เทพ

อัครพงศ.

วัตถุประสงคของงานวิจัยนี้เพื่อวิเคราะหเนื้อหาในขาวประชาสัมพันธของสายการบินเอทิ

ฮัด ว

าใชกลยุทธในการโนมนาวใจใดมากที่สุด และตรวจสอบถึงความถี่ของแตละกลยุทธที่ใช

นอกจากนั้น ยังวิเคราะหถึงภาษาที่ใชเพื่อการโนมนาวใจที่ปรากฏในขาวประชาสัมพันธของสาย

การบินเอทิฮัด อันประกอบไปดวย คํากริยา คําคุณศัพท และคําวิเศษณ รวมถึงการนําเอาผลวิจัยมา

เปรียบเทียบเพื่อหาคําที่จูงใจผูอานมากที่สุด โดยไดนําขาวประชาสัมพันธของสายการบินเอทิฮัด 50

ขาวที่ไดนําเสนอในชวงเดื

อนมกราคม 2549 ถึง ธันวาคม 2549 มาวิเคราะหเพื่อหาภาษาที่ใชในการ

โนมนาวใจ ผลการศึกษาสรุปไดวากลยุทธสิ่งเรา-ตอบสนอง (

Stimulus-Response Strategy) พบ

มากที่สุดถึง 38% ลําดับรองลงมาคือ กลยุทธทางปญญา (

Cognitive Strategy) (26%) กลยุทธการ

สรางภาพลักษณ (

Personality Strategy) (8%) กลยุทธการจูงใจ (Motivation Strategy) (6%)

และกลยุทธทางสังคม (

Social Strategy) (4%) ตามลําดับ ภาษาที่ใชเพื่อการโนมนาวใจที่ปรากฎ

มากที่สุดในแตละชนิด ประกอบไปดวย คําคุณศัพทที่แสดงความเปนเจาของ (

possessive

adjective

) ไดแก คําวา our คําคุณศัพทบอกลักษณะ (descriptive adjective) ไดแก คําวา Etihad

Airways

คําวิเศษณ (adverb) ไดแก คําวา also และคํากริยา (verb) ไดแก คําวา provide อยางไรก็

ตาม ถึงแมวาคําวา

Etihad Airways จะถูกใชมากที่สุดในเนื้อหาของขาวประชาสัมพันธของสาย

การบินเอธิฮัด แตคําวา

new ก็ยังคงเปนคําใชมากในการโนมนาวใจคนอานโดยทั่วไป

AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN AIRLINE’S PRESS

RELEASES: A CASE STUDY OF ETIHAD AIRWAYS

A MASTER’S PROJECT

KESAMA TRAIRATTANANUSORN

Presented in Partial Fulfillment of the Requirement for the

Master of Arts Degree in English

at Srinakharinwirot University

March 2009

The master’s project advisor, chair of the English program, and oral defense

committee have approved this master’s project An Analysis of Persuasive

Language Used in Airline Press Releases: A Case Study of Etihad Airways by

Kesama Trairattananusorn as partial fulfillment of the requirements for the

Master of Arts degree in English of Srinakharinwirot University.

Master’s Project Advisor

………………………………………………

(Associate Professor Dr. Tipa Thep-Ackrapong)

Chair of the English Program

………………………………………………

(Dr. Walaiporn Chaya)

Oral Defense Committee

………………………………………………Chair

(Associate Professor Dr. Tipa Thep-Ackrapong)

………………………………………………Committee

(Assistant Professor Tuanta Laosooksri)

………………………………………………Committee

(Mr. Peter Fayers)

………………………………………………Committee

(Mr. Martin Grose)

This master’s project has been approved as partial fulfillment of the

requirements for the Master of Arts degree in English of Srinakharinwirot University.

…………………………….. Dean of the Faculty of Humanities

(Associate Professor Chaleosri Pibulchol)

March …….., 2009

ACKNOWLEDGEMENTS

Without the help and support from various organizations and people, I could

not have completed my study. Thus, I would like to express my appreciation and

grateful thanks to the following:

I would like to extend the sincerest gratitude to Associate Professor Dr. Tipa

Thep-Ackrapong for providing valuable recommendations, knowledge, intensive

attention and support throughout this research. Without her kind suggestions, I could

not have achieved this master’s project. Furthermore, I also would like to thank

Assistant Professor Tuanta Lausuksri for valuable suggestions and comments.

I am very grateful to Dr. U-Maporn Kardkarnklai, Mr. Peter Fayers and

Mr. Martin Grose for being the reading committee who provided other useful

comments and suggestions.

I would like to express my special thanks to Etihad Airways for data support.

My special appreciation is also extended to all staff members and my friends

at Srinakhariwirot University for their friendly assistance, creative suggestions, and

encouragement, and for making my time here most enjoyable.

Finally, I would like to express the sincerest gratitude to my parents and

family for their endless love, understanding and infinite encouragement.

Kesama Trairattananusorn

TABLE OF CONTENTS

Chapter Page

1. INTRODUCTION

Rationale of the Study…………………………………………………………1

Objectives………….….………………………………….…………………... 3

Scope of the Study……………………………………………………………..3

Definition of Terms……………………………………………………...…….3

Significance of the Study………………………………………………..…….7

2. REVIEW OF RELATED LITERATURE

Public Relations Communication and Persuasion…………..…...…………….8

Public Relations Writing Styles…………………………………...…………13

Characteristics of a Press Release…………………….……………..……….14

Adjectives……………………………………………………………...……..16

Adverbs…..……………………………………………………………….….19

Verbs……..…………………………………………………………………..20

Previous Research…………………………………………………...……….21

Conclusion……………………………………………………………………23

3. METHODOLOGY

Data Collection……………………………………………………….………24

Procedures…………………………………………………...……………….24

Data Analysis……………………………………………...…………………25

Conclusion……………………………………………………..……………..25

TABLE OF CONTENTS (continued)

Chapter Page

4. RESULTS

Types of Persuasive Strategies Employed……………………………………28

Frequency of Persuasive Language Used in Each Strategy…………...……..29

A Discussion of the Results………………………………………………….56

5. CONCLUSION AND DISCUSSION

Conclusion……………………………………………………………...…….59

Discussion………………………………………………………...………….60

Limitations………………………………………………………...…………61

Recommendations for Future Research…………………………………..….62

Summary………………………………………………………………….….62

REFERENCES………………………………………………….……………………65

APPENDIX..…………………………………………………………………………66

LIST OF TABLES

Tables Page

1 Frequency of Persuasive Strategies…..…………………………………….......28

2 The Frequency of Descriptive Adjectives Found in the Stimulus

Response Strategy……………………………………………………………32

3 The Frequency of Adverbs Found in the Stimulus Response Strategy………...33

4 The Frequency of Verbs Found in the Stimulus Response Strategy…………...35

5 The Frequency of Descriptive Adjectives Found in the Cognitive Strategy…...39

6 The Frequency of Adverbs Found in the Cognitive Strategy……………..…....40

7 The Frequency of Verbs Found in the Cognitive Strategy…………………..…41

8 The Frequency of Descriptive Adjectives Found in the Motivation Strategy….44

9 The Frequency of Adverbs Found in the Motivation Strategy…………………45

10 The Frequency of Verbs Found in the Motivation Strategy…………………..46

11 The Frequency of Descriptive Adjectives Found in the Social Strategy……..49

12 The Frequency of Adverbs Found in the Social Strategy…………………….50

13 The Frequency of Verbs Found in the Social Strategy……………………….51

14 The Frequency of Descriptive Adjectives Found in the Personality Strategy..53

15 The Frequency of Adverbs Found in the Personality Strategy……………….54

16 The Frequency of Verbs Found in the Personality Strategy. ………………...55

LIST OF FIGURES

Figures Page

1 The Frequency of Possessive Adjectives Found in the Stimulus Response

Strategy…………...……………………………………...…………………...30

2 The Frequency of Possessive Adjectives Found in the Cognitive Strategy…....36

3 The Frequency of Possessive Adjectives Found in the Motivation Strategy…..43

4 The Frequency of Possessive Adjectives Found in the Social Strategy…….…48

5 The Frequency of Possessive Adjectives Found in the Personality Strategy…..52

CHAPTER I

INTRODUCTION

Rationale of the Study

Etihad Airways is the national airline of the United Arab Emirates (UAE)

based in the UAE’s capital, Abu Dhabi. It was established in July 2003 by a decree of

the UAE Government. Since its inaugural flight on November 5, 2003, the airline has

strategically increased the number of destinations it flies to, adding at least one route

each month. It currently offers flights to 45 destinations across the Middle East,

Europe, North America, Africa and Asia. Etihad is one of the fastest growing airlines

in aviation history under the slogan “changing the way people see the world.”

Obviously this airline is currently at the level of building brand awareness. During the

year 2006, the company launched its double flights to the Thai market and also

introduced a lot of worldwide campaigns. Etihad Airways selected the international

public relations agency “Fleishman-Hillard,” one of the fastest growing and most

successful communications companies in the world, to create strong messages

through press releases promoting its brand for global communication. Their messages

do not only support the company’s new destinations but also convince people to

believe in its services and products.

In communication writing, body gestures or tone of voice is not a part of

meaning. Therefore, the writers have to express their ideas through their words,

sentences, and paragraphs. The style of language used has an important role in this

area because it is a powerful tool to entice people to follow the story. Fileden,

Fileden and Dulek (1984, p.19) say, “Style: that choice of words, sentences, and

paragraphing, which, by virtue of being appropriate to the message situation and to

the relative power position of writer and reader, will produce the desired reaction end

result.” Different language styles are used for different purposes. Therefore, studying

the style of language used in Etihad Airways press release is interesting.

A press release is usually written on a company’s letterhead; it is used for a

variety of purposes: to announce a new product, inform about personnel changes,

disclose company earnings, preview a coming event sponsored by a group – whatever

new information an organization wants to get into the media (Hutchison, 1996,

p.303). According to Treadwell and Treadwell (2000, p.22), “Public relations writing

is writing designed to initiate, develop or sustain positive attitudes and behavior in

groups of people who can affect an organization’s well-being.” The message of public

relations always drives in the same way as the purpose for persuasion. Obviously

press release is the most favorite persuasive material in public relations writing field.

In this research, the researcher analyzed persuasive messages in Etihad

Airways press releases because the language and styles used are created to attract the

public’ s interests. Etihad Airways is the latest and fastest growing airline in this

market. Their messages in press releases are generated to capture the attention of the

target audience and to persuade people around the globe. Therefore, learning how

Etihad Airways uses effective local and global airline press releases to persuade

people will be very useful for all, especially those who are interested in the airline

field.

Objectives

The objectives of the research are as follows:

1. To analyze and identify which persuasive strategies are most frequently

used in the content of Etihad Airways press releases.

2. To investigate the frequency of each persuasive strategy employed by

Etihad Airways in their press releases.

3. To identify the persuasive language, including power verbs, descriptive

adjectives, possessive adjectives and adverbs, used in Etihad Airways press releases.

4. To complete and analyze the number of occurrences of persuasive words

in each persuasive strategy and find out which persuasive language is most used in all

the strategies.

Scope of the Study

The study focused on 50 press releases of Etihad Airways that were published

in Thailand during the period of January 2006 – December 2006.

Definition of Terms

There are terms in this research which are defined as follows:

Press release refers to Etihad Airways public relations materials which are

designed to encourage customers or passengers to use the company’s services and

products.

Persuasive language refers to adjectives, adverbs and verbs applied in the

airline’s press releases to persuade people to use its products and services.

Power Verb refers to an action verb that is used to stimulate or motivate

people immediately. This kind of word is generally employed to create a specific

image in the passenger’s mind. For example:

Etihad Airways gears up for expansion in the Thailand market (May 15,

2006).

This kind of verb includes finite and non-finite verbs. A finite verb is a main

verb that agrees grammatically with the subject. Non-finite verbs consist of the

infinitive or present and past participles. For example:

Example 1: She wants to go shopping. The verb want is the main verb. The

gerund shopping functions as a noun, but in this research it is also counted as a verb.

Example 2: Added to this, Etihad Airways is also offering a special price for

Coral Zone (Economy Class) passengers from Bangkok to Europe, with return flights

starting from THB 23,335. (Free Flight to Koh Samui for Etihad Guests, October 27,

2006). The word added is a past participle and the word starting is a present

participle. Both of them are non-finite verbs.

Adverb refers to a word that modifies the verb and adjective to reinforce the

word, making the airline more attractive. For example:

Etihad Airways now flies non-stop to New York (November 2, 2006).

Descriptive adjective refers to a word that is used to describe one of the

airline’s attributes. The reader can imagine and see the character of the airline clearly

after reading it. For example:

New aircraft arrival makes Etihad’s fleet one of the youngest in the industry

(October 10, 2006).

In this research, the descriptive adjective also refers to a word that is used to

modify a noun phrase. In addition, the product name, campaign title, company brand,

activity term, and place name are counted as descriptive adjectives if they are used to

modify a noun phrase. For example:

1. Noun phrase: return ticket, loyalty program, hotel recommendation

2. Passive voice: Etihad Airways is delighted to be adding Jeddah to our

global network (Etihad to fly to third KSA destination, July 4, 2008).

3. Past participle: added value, completed form

4. Product name: Etihad Guest Program, Pearl Zone Seating.

5. Campaign title: Swing on the Wing Competition.

6. Company brand: Barclay Capital.

7. Activity term: Green Charity Project.

8. Name place: Abu Dhabi International Airport.

9. Destination: Paris route, Manchester destination.

Possessive adjective refers to a word that is used to indicate the airline’s

distinctiveness. It mostly comes from a quote of the airline’s executive or its celebrity

creating credibility of its product. It is used to convince people to feel that they are a

part of the airline, and they will fly the airline enjoying comfortable service and

company. For example:

Geert W. Boven, Acting CEO of Etihad Airways says, “With our

hospitality-orientated approach, Etihad Airways is certain to raise a

few eyebrows amongst its peers, many of whose frequent flyer-related

schemes remained relatively unchallenged by the industry until now.”

(James Hogan appointed Chief Executive of Etihad Airways,

November 10, 2006)

In this sentence, the words its and our are possessive adjectives that are used

to represent Etihad Airways.

Persuasive strategies refer to the five basic designs of persuasion as follows:

Stimulus-response design refers to the stimulus response strategy. People can

automatically take an action after certain stimuli, such as introducing a product or a

service. For example:

Countdown to launch of Etihad rewards programme (August 25, 2006).

Cognitive design refers to a reason used to persuade customers. In this design,

the information is usually rational and accommodating to people’s needs. For

example:

Organizational information: Etihad ensures guest awareness of new EU hand

baggage regulations (November 9, 2006).

Motivational design involves stimulating the customer’s demand. Airline sale

promotions are the most preferable to serve people’s needs. For example:

The discount promotion: Free flight to Koh Samui for Etihad Guests (October

27, 2006) or Etihad’s dream ticket (October 24, 2006).

Social design concentrates on social norms, group decision-making or a

public commitment. The impact of social influence can have a powerful impact on

people’s attitudes and behavior. For example:

Etihad Airways signs major financing deal for five Boeing 777-300ER aircraft

(January 31, 2006).

Personality design refers to a product self’s image. All the rewards of Etihad

Airways represent an image of the company. For example:

‘Flat-Out’ – Etihad voted world’s leading new airline (October 16, 2006).

Significance of the Study

This study will be beneficial as follows:

1. The study of airline press releases can be useful for both readers in general

and junior writers who aspire to being a public relations copywriter. They both will

learn and understand techniques of the language used and ways to communicate with

readers effectively.

2. This research will provide guidelines for writing airline press releases. The

writer will learn how to write in a context and use strategies to persuade people.

Summary

In short, this study aimed to analyze language styles in airline press releases in

respect of persuasive communication. Fifty Etihad press releases from January 2006 –

December 2006 were studied with four main objectives: to analyze and identify

which persuasive strategies were most used in the content of Etihad Airways press

releases, to investigate the frequency of each persuasive strategy, to identify the

persuasive language, including power verbs, adjectives and adverbs used in press

releases, and to compare the number of occurrences of persuasive words in each

persuasive strategy.

CHAPTER II

REVIEW OF THE RELATED LITERATURE

In this chapter, there are four main sections discussing the following topics:

public relations communication and persuasion, public relations writing styles,

grammatical points including types of adjectives, adverbs and verbs and the related

research.

Public Relations Communication and Persuasion

Public relations is one kind of communication approach which is used by a

company to create a good relationship with the public. With reference to Hutchison

(1996, pp.301), “the purpose of public relations communication is to persuade.”

Persuasive communication is a way to drive messages, make requests or persuade

someone to do something. According to Treadwell and Treadwell (2000, p.341),

persuasion is not just the ability to sell or promote; it may include drawing people’s

attentions in practical ways of putting sentiment into practice. Persuasion can be

defined as the combined efforts of source and receiver to create a state of

identification between them through the use of message.

According to Aristotle (cited in Wilcox, Ault & Agee, 1992, p.239), there are

three persuasive modes. Aristotle explains these appeals as ethos (behavior) referring

to source credibility, logos (cognitive) referring to the appeal of reason, and pathos

(affective) referring to the appeal of emotion. Newsom, Turk and Kruckeberg (1996,

p.202) point out that “there are five specific strategies to enlist compliance:

stimulus-response, cognitive, motivational, social appeal and personality appeal.”

Moreover, Lerbinger (1972) explains that there are five basic designs for persuasive

communication. His five designs perform the same function as the persuasive

strategies and are discussed below.

1. Stimulus-Response

In general, people are stimulated to change their behavior or respond to

something new. Lerbinger (1972, p.55) says, “The stimulus-response (S-R) design is

the economy, stripped-down model of attitude change.” It fundamentally applies to

establishing meaning and reputation of a new association in people’s minds. There

are many ways to arouse public interest, such as using a slogan, catchy words and

others. There are many new products appearing in Etiahd Airways press releases.

The following examples show the strategy of stimulus-response used in Etihad

Airways press releases.

Example 1: Etihad Airways capitalizes on 25th anniversary of frequent flyer

programs to revolutionize loyalty and travel rewards scheme (August 18, 2006).

Before Ethad Airways launched the press release of its frequent flyer

program, they had distributed two teaser press releases and the above is the first one.

Etihad Airways distributes this press release as a teaser, which is a technique that is

used to repeat a message arousing people to follow a story. As Etihad Airways has

never had a frequent flyer program before, the title of this press release arouses

people by informing them that Etihad Airways from now on has a program

emphasizing the loyalty and travel rewards program.

Example 2: Countdown to launch of Etihad rewards program (August 25,

2006).

This is the second teaser press release of Etihad frequent flyer program.

Lerbinger (1972, p.61) says that the most preferable technique for stimulus response

design is repetition. The title of this press release stimulates people to follow the

subsequent issue of Etihad Airways new program: the frequent flyer.

Example 3: Etihad Airways gears up for expansion in the Thailand market

(May 15, 2006).

This sentence encourages people to rely on the performance of the airline.

Etihad Airways currently looks forward to serving Thai people, who are persuaded

to use the service of the airline.

2. Cognitive

The cognitive design is a rational design of message. Newsom, Turk and

Kruckeberg (1996, p.203) say, “The cognitive strategy reasons that learning factual

information in the context of message can persuade if the information is retained.” It

is not just a word or slogan, but a fact-based message that will convince people to

believe in its product. “The use of the cognitive design implies a preference for

rational appeals over emotional ones.” (Lerbinger, 1972, p.72) Here, it is understood

that motivation or stimulus is not necessary because the factual information is

important enough to influence people. These messages are generally employed to

support the company’s activities that affect public interests. Below are some

examples:

Example 1: Etihad ensures guest awareness of new EU hand baggage

regulations (November 9, 2006).

The fact that Etihad ensures guest awareness of new EU hand baggage

regulations is important information that people want to know because travelers

have to follow the EU regulations when they travel to Europe. The message

concerns the nation’s rule that affects the passenger’s behavior.

Example 2: James Hogan appointed Chief Executive of Etihad Airways

(November 10, 2006).

This example concerns an executive appointment press release and not only

informs the airline’s employees and public but also provides the reasons why an

executive has been appointed. As he is in charge at the highest level of the airline,

his background and performance should be revealed to the public.

3. Motivational

An internal stimulus is required to make a motivational strategy. Newsom,

Turk and Kruckeberg (1996, p.203) state, “The motivational strategy involves

creating a need or stimulating a desire or want.” The product is assigned a suitable

personality to satisfy people’s wants. Lerbinger (1972, p.84) adds, “Motivation

research makes obvious sense in the field of product promotion where the aim is to

increase sales by satisfying people’s needs.” Below are some examples:

Example 1: Free Flight to Koh Samui for Etihad Guests (October 27, 2006).

The title of this press release, Free Flight to Koh Samui for Etihad Guests,

means that a passenger who travels with this airline will get a free ticket to Koh

Samui. A free flight is a reward used to motivate people according to their needs.

Example 2: Fly to Europe from THB 22,222 with Etihad (June 8, 2006).

This is a sales promotion press release. Etihad Airways offered a low-priced

ticket to Europe. Many people like low-priced tickets. The special price THB22,222

is a reward to serve people’s needs.

4. Social

Social influence has an important role in this design. Newsom, Turk and

Kruckeberg (1996, p.203) explain, “The social appeal strategy concentrates on

calling attention to social conditions.” People often adapt to behavior derived from

their group. Lerbinger (1972, p.89) says, “The existence of customs, traditions,

standards, rules, values, fashions, and other criteria of conduct demonstrates that

influences operate on individual attitudes and behavior.” This means a social

concept has an influence over people’s attitudes and behavior. People belonging to a

group or class accept social approval to achieve the group goal. The power of group

influence also strengthens membership loyalty to a group. For example:

Etihad Airways, Oasis Leasing and Barclays Capital sign key aircraft

financing agreement (June 4, 2006).

The title of this press release refers to three companies making a financial

agreement together. It is a group-decision. These three companies are world-class

organizations; therefore, their agreement has more credibility.

5. Personality

Personality design is related to a product’s self-image. Newsom, Turk and

Kruckeberg (1996, p.203) say, “The personality appeal strategy is designed for

people who are outer-directed rather than inner-directed.” It refers to Etihad’s

signature and its social activities that create a good image for its organization. The

following illustrates the personality strategy.

Example 1: Etihad entices golfers across the world with innovative Swing on

the Wing competition (December 15, 2006).

The words Swing on the Wing are from a competition that offers golfers the

chance to drive from the wing of an Etihad aircraft. Etihad Airways promotes the

airline globally through this competition, which has become a symbol of the airline.

The competition Swing on the Wing is an image of Etihad Airways.

Example 2: ‘Flat-Out’ – Etihad voted world’s leading new airline (October

16, 2006).

The phrase Flat-Out refers to a passenger seat that can recline and rotate 180

degrees into a flat bed. The passengers are able to hold a meeting, dine and

converse. Flat-Out has also become a signature of Etihad Airways. The reward Flat-

Out is a guarantee of the airline’s good image and quality.

In brief, persuasive communication is a simple way to influence people’s

attitudes and behavior. There are five basic designs: stimulus-response to arouse

public interest, cognitive underlines a rational fact, motivation highlights stimulating

the consumer’s demand, social appeal focuses on social influences and norms, and

personality design emphasizes the image of the product.

Public Relations Writing Styles

In a newsletter, brochure, advertorial (an advertisement written in the form

of an editorial), annual report or media release, the writing styles used are called

“public relations writing,” which has the main purpose of motivating people to do

something. Treadwell and Treadwell (2000, pp. 22-23) say, “Every piece of public

relations writing has as its aim to inform, persuade or influence behavior. The task

of the writer is to produce a copy that achieves these aims.” The main purpose of

public relations in the airline business is to persuade people to trust in its products

and services.

Before sending a message to the public, the writer needs to know who the

likely recipients are because such knowledge makes it easier for the writer to select

words or sentences appropriate to the recipients’ needs. The vocabulary used in

public relations writing should be strong and active, simple, interesting, easy to

understand and involve the recipient in what the writer is doing, selling, promoting

or such like. If the writer can involve the recipient, s/he has gone halfway toward

reaching the goal of informing, persuading or influencing attitudes or behavior. In

terms of grammar and sentence structure, long sentences with many phrases or

clauses are simply harder to understand than short, simple sentences. Moreover, the

public relations writer has to learn the style of the media so that s/he can create a

profile of the media s/he works with. A newspaper issues fresh news, factual

information and special-interest stories to the public. As the editor of a newspaper

receives a lot of press releases each day, the press release should be in a form ready

for publication. A press release for a magazine should be in the form of a story idea

because the editor usually looks for ideas that s/he can develop into an article.

In brief, public relations writing styles have the main purpose of persuading

people to do something. The writer has to follow grammatical rules, use simple

sentences and write in a style that suits both the public and choice of media.

Characteristics of a Press Release

Generally, the content format of a press release consists of the headline, body

and summary; however, it is distinguished from other news reports by adding

contact information and some special quotes from important or famous people.

With reference to Hutchison (1996, p.304), “news releases are written in the

inverted-pyramid style, with a news head, fleshed out by detailed paragraphs.” A

headline must be put at the top of the story to attract the reader’s attention. The first

paragraph is the most important. Treadwell (2000, p.323) says, “Who, what, when,

where, why and how are also leads, the writer could feature any of these as a

priority.” The first paragraph should contain all the main information covering with

the 5W+ H as a check list for content. In addition, another essential feature to

complete the press release is quotation. Treadwell (2000, p. 220) explains, “As part

of its public relations strategy, an organization may elect to have a newsworthy

spokesperson who will attract attention to events, media releases, mailers or

advertising campaigns.” A quote from an important or reputable person helps to gain

and reinforce people’s attention.

An example of an Etihad Airways press release is presented below:

For Immediate Release:

19 June 2006

Etihad Airways introduces

UK luxury car transfer service

London, United Kingdom

Etihad Airways, the national airline of the United Arab

Emirates, continues to expand its range of guest services

this month, with the launch of a UK luxury car transfer

service, Etihad Chauffeur.

Etihad’s Diamond and Pearl Zone* guests are now entitled

to luxury car transfer to and from Heathrow and Gatwick

Airports, and there are plans to introduce the service to

Manchester later this summer.

Etihad, one of the world’s fastest growing airlines, has

provided free luxury car transfers to any destination within

the UAE for over two years, and this latest news enables

Etihad to look after its guests throughout their journey -

from their departure address in the UK through to their

destination in the Emirates.

Luxury car company Chauffeurcar is fulfilling Etihad’s

needs, providing the BMW 7 series and Mercedes S Class

for Diamond guests and the Mercedes E Class and Volvo

S80 for Pearl guests.

“We are delighted to introduce yet another service

enhancement for our valued guests” said Peter Dunkin,

general manager of Etihad Airways UK and Ireland. “This

convenient and luxurious airport transfer will save valuable

time for our guests.”

Headline

A release date

First

Paragraph

Quotation

As a special introductory offer, there are currently no

mileage restrictions with the Etihad Chauffeur service,

which will be arranged at the time of booking.

UK airport transfers complete the exceptional service

package that Etihad Airways offers. Coral Zone guests

continue to be offered a free luxury coach service to and

from Dubai and Al Ain.

* Fare rules and conditions apply.

- ENDS -

For further media information, please contact

Kalayapas Kulwongthanaroj

Star PR Co.,Ltd.

Tel: 02-653-5055 Fax 02-653-5117

Regarding the conclusion, the press release of Etihad Airways fits the above

characteristics discussed except that the address of the contact person is put at the

end of the format. In some cases, the contact information: office phone, fax number

and email, appears at the beginning of the story.

Adjectives

In persuasive writing, adjectives are used to make imagery. In general, there

are six kinds of adjectives: proper, possessive, interrogative, descriptive, definite and

indefinite. Opdycke (1987, p.79) says, “An adjective is a word or term used to

describe or limit the meaning of a noun or a pronoun.” It is used to illustrate a

quality and condition of a word. In the following examples, the italicised words

represent adjectives.

Etihad Airways’ increases frequencies in lucrative Asia-Pacific market (May

11, 2006).

Contact

Information

New aircraft arrival makes Etihad’s fleet one of the youngest in the industry

(October 10, 2006).

Etihad Airways launches daily service to Muscat (April 10, 2006).

Etihad Airways adds three new international destinations (August 9, 2006).

Etihad Airways introduces UK luxury car transfer service (June 19, 2006).

Two types of adjectives applied to pursue persuasion in airline press releases

are descriptive and possessive.

1. Descriptive adjectives

Airline press releases sometimes aim to promote destinations, facilities and

services. The descriptive adjective is generally used to attract the reader’s attention.

The reader can clearly imagine and see the personality of the airline after reading it.

There are a lot of powerful descriptive adjectives applied to explain the quality of

the product or service. Russell (1993, p.177) refers to the comment of David Ogilvy,

who says, “The two most powerful adjectives you can use to attract attention in a

header are free and new.” Furthermore, Russell (1993, pp.176-177) also shows the

most effective and frequent adjectives used for selling food and domestic items as

follows:

new good crisp better fresh

natural (especially when linked to goodness)

fine free wonderful best clean safe

easy extra special rich big sure

great delicious amazing fantastic sensational real

The following illustrates a sentence using some descriptive adjectives.

New aircraft arrival makes Etihad’s fleet one of the youngest in the industry

(October 10, 2006).

In this sentence, the word new is used to describe the latest product of Etihad

Airways, meaning that the airline is currently ready to serve the passenger. In

general, people appreciate and feel comfortable with a new product and service.

Moreover, the word youngest draws attentions to Etihad Airways as a new comer in

the airline industry. Both words, new and youngest, are consistencies that are used to

reinforce the modernity of Etihad Airways.

Free Flight to Koh Samui for Etihad Guests (October 27, 2006).

In this sentence, the word free is used to attract people’s attention. It is a

suitable word frequently used to stimulate the customer’s desire. People often take

action immediately after seeing this word. The word is designed to stimulate the

customer’s demand and, to motivate them to use the product following the

motivation design of persuasive strategy.

2. Possessive Adjectives

A sense of belonging is required for persuasion. Possessive adjectives are used

to attribute the airline’s possession of something. Wilcox, Ault and Agee (1992, p.

244) explain, “People get involved in issues or pay attention to messages that appeal

to their psychic or economic needs.” According to Maslow’s hierarchy of needs

(Newsom, Vanslyke & Kruckeberg, 1996, p.203), a theory in psychology, security

needs are the most preferable in general. The passengers need to feel secure in their

lives and safe when they get on a plane. Possessive adjectives are used to persuade

people to trust the airline’s performance. Possessive adjectives are found in quotes

by airline executives or celebrities guaranteeing the highest quality of its services or

products. For example:

Geert W. Boven, Acting CEO of Etihad Airways says, “With our hospitality-

orientated approach, Etihad Airways is certain to raise a few eyebrows amongst its

peers, many of whose frequent flyer-related schemes remained relatively

unchallenged by the industry until now” (James Hogan appointed Chief Executive

of Etihad Airways, November 10, 2006).

The words our and its are used to represent Etihad Airways. The spokesperson

used the word our to convince people to believe in Etihad’s performance and

management. The word its refers to the services and products of Etihad Airways. As

it is a speech by the CEO of the airline, his speech also has an influence in

persuading people that they are served as special guests.

In persuasion, there are two types of adjectives that help to make words more

colorful and fascinating so that people want to follow the story. The descriptive

adjective is used to add imagery to a word by describing the characteristic of the

product clearly. Possessive adjectives are applied to achieve the sense of belonging

to make people feel that they belong to the airline.

Adverbs

In general, an adverb is employed to reinforce a word, making it more

influential in persuasion. An adverb should work together with an adjective or a verb

in a powerful combination to make each line more interesting and easy to remember.

An adverb is used to add force, to express emphasis or emotion. For example:

Etihad Airways now flies non-stop to New York (November 2, 2006).

In this sentence, the adverbs now and non-stop are joined collectively, meaning

that Etihad Airways is ready to operate this flight and the adverb non-stop makes

people recognize that this is a special flight.

In persuasive communication, adding emotion for the reader is very important.

An adverb is used to highlight strengths. Clearly, adverbs are used to convey

understanding and emotional feeling to readers so that they can take a course of

action.

Verbs

Verbs are used to create a specific image in the reader’s mind. Delahunty and

Garvey (1994, p.117) explain, “Traditional grammars typically define verbs

semantically, i.e., as ‘words that designate actions (kiss, run), processes (grow,

change), experiences (know), or state of being (be, have).’” A verb is a word that is

applied in many ways depending on the situation or cause of action. Opdycke (1987,

p.104) says, “The verb is the most important part of speech. Without the verb there

can be no assertion or statement of fact and condition in a sentence; there can be

only naming of action and condition.” It is clear that the verb is very influential in

assigning an action.

According to Russell (1993, pp.176-177), there are twelve most effective verbs

that are frequently used to sell a product. They are as follows:

buy give taste go look feel

start take make use choose come

For example:

Etihad Airways gears up for expansion in the Thailand market (May 15,

2006).

Etihad Guests enjoy new Dubai check-in facility (May 27, 2006).

Etihad unveils new revolutionary Diamond seat on Airbus 340-500 (July 21,

2006).

Etihad’s commitment to in-flight services leads to Middle Eastern Airline of

the Year Award (November 26, 2006).

Etihad Airways achieves Forbes Top 20 after only three years in operation

(December 6, 2006).

Etihad Airways sponsors “Visit BBC RADIO” trip (March 18, 2006).

In brief, a power verb is a word that creates specific imagery in the reader’s

mind. People mostly take an action automatically after they have perceived it.

Summary of Press Release Writing Styles

Writing press releases is a kind of persuasive communication. There are five

specific strategies for persuasion: stimulus-response appeal, cognitive appeal,

motivational appeal, social appeal and personality appeal. In writing a persuasive

message, adjectives are used to add imagery, adverbs to reinforce a word, and verbs

to assign an action. All these three types of grammatical choices should work

together to make the press release creditable.

Previous Research

There are some previous studies which are related to this study. They focus on

the analysis of catchy words and persuasive styles in print advertisements, and the

writing styles of movie overviews in a website.

Nasunee (2004) analyzed catchy words and sentences in Volkswagen Beetle

advertisements in the United States. This study had two main objectives: to analyze

the writing style of catchy words, fragments, and sentences in Volkswagen

advertisements and to find out which types of sentences and adjectives were

frequently used. The data for this study were 50 examples of Volkswagen

advertisements published in the United States between the1960s-2000. The

examples were taken from foreign magazines, advertising books, and website

headlines. Each advertisement was analyzed to find the writing style. The results of

the study showed that puns were mostly used and amounted to 87.5% because a pun

is a humorous writing style playing on clever words and meanings to attract the

reader’s attention. The researcher concluded that a pun was a good technique for

advertising because it made an ad memorable. The researcher also concluded that

the simple sentence was a good way to communicate to the readers about features or

benefits of a product because it was concise, short, and simple, enabling the readers

to understand the product easily and clearly. Descriptive adjectives were used

frequently because they could illustrate a feature and characteristic of a Volkswagen

clearly and also imprinted the picture of the car in the reader’s minds.

In terms of persuasive language style, Suebnusonthi (2003) studied the

persuasive characteristics of messages written in movie handbills. More than 20

movie handbills were selected and grouped into five categories: sci-fi movies,

comedies, dramas, action movies, and horror movies. The researcher analyzed and

identified the typical persuasive characteristics, the type of sentence structure,

rhetorical devices, figurative language used and word choice. The results of the

research showed that ellipsis, alliteration, assonance, repetition/ parallelism were the

most effective factors in inducing the reader to pay attention and for the writer to

achieve the maximum impact to make messages memorable.

In addition, Kungwanpradit (2004) analyzed the writing styles of movie

overviews on the website “Yahoo! Movies.” This study had four main objectives: to

discover the general characteristics of movie writing, to analyze the use of sentence

type and figures of speech, to analyze the use of word choice and tone, and to

compare the results among different kinds of movies. It was a qualitative research.

The researcher gathered 233 movie overviews as the sample population, then

classified them into four different kinds: comedy, drama, romance and thriller. The

analysis showed that there were three general characteristics. First, the number of

sentences per paragraph was 3.77 on average. Second, the full names of an actor/

actress were mostly identified in parentheses. Finally, the content of the movie

overviews was a solid movie-content summary. The most used sentence type was

the complex sentence. As for the use of figure of speech, simile was used most in

drama, metaphor in romance, personification in thriller, metonymy and hyperbole in

comedy. In terms of word choices, connotative words and abstract words were

mostly used in drama, concrete words in romance. For the tone, the writers used

different aspects of emotional tones; however they used the purposive informative

tone in all types of movie overview.

In brief, these related studies mainly focused on the analysis of persuasive

language writing styles in advertising materials. Many types of grammatical choices

including descriptive adjectives, word choice, figurative language and rhetorical

devices were applied to analyze the persuasive language used in each material. In

Volkswagen Beetle advertisements, the simple sentence was a good way to

communicate with the reader. In contrast, the complex sentence was the most used

in the movie overviews on the Yahoo website. However, research on the persuasive

language in public relations material, such as a press release, was not found.

CHAPTER III

METHODOLOGY

This chapter includes data collection, procedures, and data analysis used in

the study.

Data Collection

Fifty Etihad Airways press releases that were issued in Thailand during the

period of January 2006- December 2006 were collected.

Procedures

The procedure of the study was divided into four steps.

1. Fifty press releases were classified into five categories: the persuasive

strategy, including stimulus-response design, cognitive design, motivation design,

social design and personality design.

2. The frequency count of each persuasive strategy was calculated in

percentage.

3. The frequency of persuasive words in each strategy was calculated in

percentage.

4. The number of occurrences of persuasive words in each persuasive

strategy was compared and analyzed to find out which words were most used for

writing airline press releases.

Data Analysis

The data was analyzed as follows:

1. The frequency of occurrences of each persuasive strategy were calculated

and presented in percentage using the following formula.

The percentage of each persuasive strategy = Total number of each strategy x 100

Total number of press releases (50)

2. The frequency of occurrences of persuasive words in each persuasive

strategy, including adjectives, adverbs and power verbs were calculated and presented

in percentage using the following formula.

The percentage of each persuasive word = Total number of each word x 100

Total word tokens of each word

3. In terms of reliability of the analysis, the data analyzed by the researcher

were cross checked by another researcher. For example:

Example 1: A special rate of THB22,222 is available Coral Zone quest

travelling and returning in June 2006. (Fly to Europe from THB22,222 with Etihad,

June 8, 2006)

At first, the researcher was confused whether the words travelling and

returning should be adjectives or non-finite verbs because they were used to modify

the noun-phrase Coral Zone guest. After cross-checking with another researcher, we

agreed that they were in the form of a non-finite verb; therefore, they were counted as

non-finite verbs.

In conclusion, 50 press releases of Etihad Airways were collected and

classified into five groups following the persuasive strategies. Each group was

analyzed and the persuasive language mostly used was identified. The findings of the

frequency were presented in percentages. The results of the study are presented and

discussed in the following chapter.

CHAPTER IV

FINDINGS AND DISCUSSION

The findings of the analysis are presented in this chapter in three parts.

PART I: Types of persuasive strategies employed

PART II: Frequency of persuasive language used in each strategy.

PART III: A discussion of the results.

Types of Persuasive Strategies Employed

The persuasive strategies were classified into five types of persuasive

strategies. The findings are presented below.

Table 1 Frequency of Persuasive Strategies

Types of Persuasive Strategies Frequency Percentage

Stimulus-Response Design 19 38%

Cognitive Design 13 26%

Motivation Design 6 12%

Social Design 4 8%

Personality Design 8 16%

Total 50 100%

The results showed that the stimulus-response strategy was used most (38%),

followed by cognitive strategy (26%), personality strategy (8%), motivational strategy

(6%) and social strategy (4%). Most of the press releases in the stimulus-response

strategy were about the launch of new products and services. Etihad Airways aimed to

launch at least one new destination each month. In 2006, they opened many new

routes to big cities around the world such as Manchester, Paris, New York, and many

Asian destinations. Moreover, they also introduced new global services to stimulate

people interested in their story. For example:

Etihad Airways launches daily service to Muscat (April 10, 2006).

Etihad

Airways adds three new international destinations (August 9, 2006).

Etihad Airways introduces UK luxury car transfer service (June 19, 2006).

The cognitive strategy included the press releases of new appointments of

Etihad’s executives to guarantee the performance of the airline, such as James Hogan

appointed Chief Executive of Etihad Airways (November 10, 2006). It also concerned

the airline organization’s activity and public information, such as the EU hand

baggage regulations or Etihad Airways supports Green Charity (February 7, 2006).

The motivation strategy consisted of the airline’s promotion press releases, such as

free flight to Koh Samui or “Munich Love You” package. The press release using the

social strategy was exemplified in the financial agreement of Etihad with world-class

organizations, such as Etihad Airways, Oasis Leasing and Barclays Capital sign key

aircraft financing agreement (June 4, 2006). It was used to influence people to have

trust in Etihad’s management. Finally, the personality strategy was exhibited in the

press releases like Etihad’s competition “Swing on the Wing,” and their rewards

“Flat-bed,” showing the image of Etihad Airways.

Frequency of Persuasive Language Used in Each Strategy.

1. Stimulus response strategy

With reference to the results above, the stimulus response strategy was the

most used in Etihad Airways press releases. People are believed to be stimulated by

something new, fresh, modern and up-to-date. There was a lot of persuasive language

used including the possessive adjective, descriptive adjective, adverb and verb. They

were used to stimulate people to be interested in Etihad products and services. The

frequency of each type of persuasive language used in stimulus response strategy is

discussed as follows:

1.1 Possessive adjectives

Following the stimulus response strategy, Etihad Airways press releases used

possessive adjectives to create a sense of belonging to the airline. The findings are as

follows:

34%

43%

21%

10%

20%

30%

40%

50%

Her His Its My Our Their Your

Figure 1 The Frequency of Possessive Adjectives Found in the Stimulus Response

Strategy

From the chart, it can be summarized that the word our (43%) was used at the

highest level. The second one was the word its (34%), then their (21%). However, the

words her (0%), my (0%), and your (0%) were not found.

The word our mostly appeared in quotes by the airline’s executives

stimulating people to believe in the Etihad facilities. For example:

Kirk Albrow, Regional General Manager, said: “At the beginning of

our operations in Thailand, we made a concerted effort to build our

brand image and raise the awareness of our exciting new airline. With

our team's experience and talent we have grown from four to ten

flights per week. Our success is due to the hard work and dedication

of a strong and successful team in Thailand and our focus is to ensure

that our guests enjoy the highest degree of comfort and service.”

(Etihad Airways gears up for expansion in the Thailand market, May

15, 2006)

All these possessive adjectives were used to arouse a desire in people to join

the airline. The word its was always used to repeat the product name, to represent

Etihad Airways. For example:

Etihad launched its services to the Qatar capital of Doha in June (Etihad

Airways adds three new international destinations, August 9, 2006).

The word their was used to represent the airline’s passengers or the audience

reading Etihad Airways press releases. For example:

Etihad, one of the world’s fastest growing airlines, has provided free

luxury car transfers to any destination within the UAE for over two

years, and this latest news enables Etihad to look after its guests

throughout their journey - from their departure address in the UK

through to their destination in the Emirates. (Etihad Airways

introduces UK luxury car transfer service, June 19, 2006)

The word his was found in one of the airline’s special guests’ comments. For

example:

The French Ambassador in the UAE, H.E. Patrice Paoli, has also

shown his support for Etihad’s new route saying “We are very proud to

enjoy such strong relations with Abu Dhabi and the UAE. The French

community is very much looking forward to the new commercial

developments which are set to follow. The flights will bring new

tourism and business to the UAE and the region as a whole.” (Etihad

launches new route to Paris, May 3, 2006)

However, her, my and your were not used in the stimulus response strategy.

1.2 Descriptive adjectives

The stimulus response strategy was used to introduce new products to

stimulate people’s attention. In launching a new product, a new name is created;

therefore, the descriptive adjective is very important to describe characteristics of a

new product launched. The descriptive adjectives found are presented in table 2.

Table 2 The Frequency of Descriptive Adjectives Found in the Stimulus Response

Strategy

Descriptive adjectives Frequency Percentage

Etihad Airways 80 7%

New 75 6%

National 18 2%

Pearl 17 1%

Business 15 1%

Daily 15 1%

Others 971 82%

Total 1,191 100%

This table shows that the word Etihad Airways (7%) was used at the highest

level. The word new (6%) was second. Third was the word national (2%). The words

pearl (1%), business (1%) and daily (1%) were equal fourth. The phrase Etihad

Airways was repeatedly used to remind the audience of the brand name. Moreover,

this phrase generally appeared in the title and in the first paragraph of the press

releases to repeatedly remind the audience that all the new products came from Etihad

Airways. For example:

Etihad Airways introduces UK luxury car transfer service. (June 19, 2006)

As the press releases in the stimulus response strategy mostly were about new

products launched, it was not a surprise that the word new came second. This word

was used to highlight the latest product to excite the reader, as in new route, new

international destination, new service, new aircraft, new e-ticket and others.

The word national was always used with the word airline, as in national

airline of the United Arab Emirates, to repeat the brand image. Fourthly, the words

pearl and business referred to the seat zone in the Etiahd aircraft. Pearl zone seating

was the business class seating of the airline. Finally, the word daily was used in daily

service and daily flight showing that the airline provided the service every day.

1.3 Adverbs

In the stimulus response strategy, an adverb is used to reinforce the verb or

adjective for persuasion. The adverbs used in this strategy are presented below.

Table 3 The Frequency of Adverbs Found in the Stimulus Response Strategy

Adverbs Frequency Percentage

Also 20 7%

Most 13 5%

Now 10 4%

Very 8 3%

Currently 7 3%

Others 210 78%

Total 268 100%

The table shows that the adverb also (7%) was used the most, followed by the

adverbs most (5%), now (4%), very (3%), and currently (3%). The adverb also was

used to reinforce an action of the airline. This adverb was also used to add more

product information and sometimes used to describe additional benefits of a new

product. For example:

The introduction of the new system has also ensured that Etihad will

comfortably meet the IATA’s deadline for all airlines to use e-ticketing

only, which is scheduled for the end of 2007. (Etihad continues to

simplify guest travel experience with introduction of E-ticketing,

August 24, 2006)

Secondly, the adverb most was used to show the quality of the airline’s

products and services. For example:

The new destinations are testament to Etihad Airways’ aim to link Abu

Dhabi to the world’s most important commercial and cultural centres.

(Etihad Airways adds three new international destinations, August 9,

2006)

Thirdly, the adverb now was used to update the latest information about

products and services. For example:

Etihad Airways now have the luxury of being able to check-in for their

flight–at any time of the day–thanks to the opening of the new ‘Dubai

city check-in’ facility. (Etihad Guests enjoy new Dubai check-in

facility, May 27, 2006)

Fourthly, the adverb very was used to intensify the quality of a product. For

example:

Guests on the New York route will enjoy the very best Etihad in-flight

service on offer in the new purpose-built Airbus 340-500. The aircraft

is configured with two aisles and can carry 240 Guests with 12 in

Diamond, 28 in Pearl and 200 in Coral zone. (Etihad Airways now

flies non-stop to New York, November 2, 2006)

Finally, the adverb currently had the same meaning and function as the adverb

now. However, this adverb mostly appeared in the airline’s timetables or when the

airline presented its flight schedule to the audience. For example:

Etihad Airways currently flies 14 times per week from Bangkok to

Abu Dhabi with two flights a day, providing swift and convenient

onward connections to the airline’s fast growing global network of 37

destinations. (Etihad entices golfers across the world with innovative

Swing on the Wing competition, December 15, 2006)

1.4 Verbs

All the verbs in the stimulus-response strategy had the main purpose of

attracting people’s interest and arousing their attention. The most used verbs in the

press releases of this strategy are presented in the table below.

Table 4 The Frequency of Verbs Found in the Stimulus Response Strategy

Verbs Frequency Percentage

Launch 28 4%

Provide 27 4%

Fly 26 4%

Say 24 3%

Continue 18 3%

Others 575 82%

Total 698 100%

The table shows the words launch (4%), provide (4%) and fly (4%) were

applied most, and then say (3%) and continue (3%). The result was not a surprise

because this strategy was concerned with the introduction of a new product. Thus the

verb launch (4%) was the most used. The verb provide was used to introduce a

characteristic of a new product. For example:

This new route will provide business and leisure travelers with a luxury

service.

The verb fly referred to the destination that the airline would travel to. For

example:

Etihad will fly to Jeddah.

As there were a lot of new products launched, quotes from the airline

executives were very important to promote the airline’s services. The verb say was

always appended to their comments. For example:

“We are delighted to introduce yet another service enhancement for our

valued guests” said Peter Dunkin, general manager of Etihad Airways UK

and Ireland. (Etihad Airways introduces UK luxury car transfer service

(June 19, 2006)

The verb continue was used to reinforce the idea that the airline did not stop

developing services for the passenger. For example:

Etihad continues to simplify guest travel experience with introduction of e-

ticketing (August 24, 2006).

2. Cognitive strategy

The main purpose of cognitive strategy is to provide factual information to the

public. None of the words used were for creating excitement. Mostly they were

smooth words with logical appeal because people are usually persuaded by a rational

appeal. All the words were suitable for the context of the press release. For example:

2.1 Possessive adjectives

Most of the press releases in this strategy dealt with a new appointment in the

airline’s executive and organization information. In this regard, there were a lot of

possessive adjectives employed in an airline representative’s quote. The message was

to persuade people to trust the airline’s management.

42%

32%

12%

10%

20%

30%

40%

50%

Her His Its My Our Their Your

Figure 2 The Frequency of Possessive Adjectives Found in the Cognitive Strategy

The chart shows the use of possessive adjectives in this strategy in descending

order with the word its (42%), then the words our (32%), their (12%), his (9%), my

(5%). However, the words her (0%) and your (0%) were not found. These results

differ from those found in the stimulus-response strategy, where the word our came

first. The word its was applied at the top of the chart. The function of the word was

the same as that in the stimulus-response strategy. It was used to replace the product

name. For example:

Etihad has launched 35 new routes in as many months. In each of its

first three years of operation the airline has had the distinction of

winning the title of the world’s leading new airline at the World Travel

Awards. (James Hogan appointed Chief Executive of Etihad Airways,

November 10, 2006)

Secondly, the word our was used to create a sense of belonging to the

audience. All the new Etihad Airways’ executives had a lot of experience in aviation

history. They worked as professionals so their quotes could warrant the airline as a

world-class organization. For example:

“It is a vital part of our communications to keep our Guests informed

at all times about regulation changes, which could have an impact on

their journey with Etihad Airways,” said Ian Ferguson-Brown, head of

brand management and communications at Etihad Airways. (Etihad

ensures guest awareness of new EU hand baggage regulations,

November 9, 2006)

The words my, his and their were also used to show a sense of belonging

between the executive and the audience. For example:

Etihad always takes every measure possible to communicate directly

with our Guests, at every stage of their travel, from the point of

reservation to disembarking the aircraft at their destination. It is this

attention to detail that ensures our Guests continue to choose to fly

with Etihad. (Etihad ensures guest awareness of new EU hand baggage

regulations, November 9, 2006)

The possessive adjective their referred to the airline’s passengers. The

audience would perceive that this airline took care of its passengers as special guests.

Commenting on the new appointment, Mr Boven said, “The Middle

East aviation industry is booming and Etihad is playing its part as the

world’s fastest growing airline. I am absolutely thrilled to have joined

such a prestigious, multi-cultural, high standing organization and, in

my capacity as Vice President-Commercial, the ultimate goal is to

work together to create a truly outstanding 21st century airline that will

play an ever increasing role in positioning Abu Dhabi as a central hub

across the region and as a popular link between East and West.

Returning to the aviation industry, my main focus will be to realize the

projected growth in aircraft, network expansion and passenger sales

serving our many new and existing destinations around the world – and

to ensure that we continue to provide our guests with excellent services

at every touchpoint.” (Etihad Airways appoints Vice President

Commercial, November 9, 2006)

The possessive adjective my is used to show the performance of a new

executive who would bring all his capacity and expertise to managing the airline.

Mr. Hogan joins Etihad following a distinguished career in the airline

industry during which time he has played key restructuring and brand-

building roles, culminating in his tenure as president and chief

executive of Gulf Air, where over four years he successfully redefined

and restructured the company. (James Hogan appointed Chief

Executive of Etihad Airways, November 10, 2006)

The possessive adjective his was used to refer to the airline executive.

2.2 Descriptive adjectives

In the press releases using the cognitive strategy, the descriptive adjectives

were used to illustrate the positive qualifications of all new executive appointees. In

addition, they were used to describe the airline’s rules and regulations. The findings

are presented below:

Table 5 The Frequency of Descriptive Adjectives Found in the Cognitive Strategy

Verbs Frequency Percentage

Etihad Airways 40 6.5%

New 39 6%

National 13 2%

Airline 8 1.5%

Aviation 8 1.5%

Global 8 1.5%

International 8 1.5%

Pearl 8 1.5%

Others 470 78%

Total 602 100%

The table shows that the adjective Etihad Airways (6.5%) was most frequently

used, followed by the words new (6%) national (2%), airline (1.5%), aviation (1.5%),

global (1.5%) international (1.5%) and pearl (1.5%). The phrase Etihad Airways

came first at the same way as in the stimulus-response strategy. Moreover, the

function of this word was similar. It was used to repeat the airline’s name. In addition,

it always appeared in the title and the first paragraph of the press release. The word

new appeared at the second level. It had the same function and meaning as those

presented in the stimulus response strategy. The word national always occurred in

national airline of the United Arab Emirates. The word airline was frequently applied

to modify the preceding noun such as airline industry, airline service, airline sectors.

The noun phrase airline industry mostly appeared in the new appointment press

releases because it was used to guarantee the experience of a new executive. The

function of the word aviation was similar to the word airline, which was used before a

noun, such as aviation industry, aviation security, and aviation travel. The words

global and international had the same function. They were used before a noun to form

a noun-phrase. Their meanings were quite similar. They were meant to support the

idea that the airline provided world-class services to the passengers. The words were

found in phrases such as global network, global market, global security standard,

international destination, and international route. Finally, the word pearl was used

with the noun zone in pearl zone, which referred to the business class zone seating in

the Etihad aircraft. The airline applied this word frequently because the airline aimed

to promote this seat zone.

2.3 Adverbs

The main objective of cognitive strategy is to report factual information.

Adverbs were mostly used to highlight the capabilities of new executive appointees.

The findings are presented below:

Table 6 The Frequency of Adverbs Found in the Cognitive Strategy

Adverbs Frequency Percentage

Also 11 12%

Most 4 4%

Recently 4 4%

Now 4 4%

Others 71 76%

Total 94 100%

The table shows that the adverb also (12%) was found most frequently.

Second equal were the adverbs most (4%), recently (4%) and now (4%), which were

in the same level. The results of the adverb also and most were the same as those in

the stimulus-response strategy. Moreover, the function and meaning were found to be

the same. The adverb recently was used to show a current activity that the airline was

doing with other organizations. For example:

Etihad Airways, the national airline of the United Arab Emirates,

recently cooperated with Metropolis FM 107 MHz to organize a trip to

visit BBC radio in London. (Etihad Airways sponsors “Visit BBC

Radio” Trip, March 18, 2006)

The adverb now had a similar function to that appearing in the stimulus-

response strategy.

2.4 Verbs

Most of the verbs in this strategy were not used to stimulate people

immediately after reading the releases, but they were applied to persuade people in a

slow smooth way. The verbs used most are presented below:

Table 7 The Frequency of Verbs Found in the Cognitive Strategy

Verbs Frequency Percentage

Carry 9 3%

Continue 9 3%

Join 9 3%

Provide 9 3%

Offer 8 2%

Others 284 86%

Total 328 100%

This table shows that the verbs carry (3%), continue (3%), join (3%) and

provide (3%) were used in the highest level, followed by the word offer (2%). The

verb carry referred to the capacity of an aircraft to serve passengers, to load cargo and

to board staff on the aircraft. For example:

The A330-200 has the ability to carry 15 tons of cargo over medium-capacity

routes (Etihad Airways takes delivery of first A330-200, March 14, 2006)

The verb continue always appeared in new appointment press releases. This

verb was used to convince people that with a new executive, the airline would

repeatedly develop its services and facilities. For example:

“Etihad will continue to monitor all global directives affecting aviation

travel, with the safety and security of all Etihad Airways’ Guests

remaining our utmost priority,” concluded Ferguson-Brown. (Etihad

ensures guest awareness of new EU hand baggage regulations,

November 9, 2006)

The verb join was mostly used to introduce a new executive working for the

airline. For example: Mr. Hogan joins Etihad following a distinguished career in the

airline industry (James Hogan appointed Chief Executive of Etihad Airways,

November 10, 2006).

The verb provide had the same function as that in the stimulus response

strategy. It was used to describe a product’s qualities. The verb offer was used to

show the airline’s benefits for its passengers. For example:

Etihad Airways offers the highest standards of in-flight hospitality.

3. Motivation strategy

To satisfy people’s needs is the core of motivation strategy because people

usually like a free product or a discounted rate. Most press releases of this strategy

concerned promotional activities, such as Munich Love You package. They intended

to motivate people to make a decision immediately. The persuasive words used in this

strategy should attract people’s interest in their inner minds.

3.1 Possessive adjectives

The possessive adjectives in this strategy which were mostly used to motivate

people were as follows:

0% 0%

27%

18%

52%

10%

20%

30%

40%

50%

60%

Her His Its My Our Their Your

Figure 3 The Frequency of Possessive Adjectives Found in the Motivation Strategy

The results of this strategy revealed in this chart are different from those

presented earlier for the stimulus-response strategy and cognitive strategy. The most

frequently used possessive adjective was the word their (52%). Because most of the

press releases dealt with promotional stories, the message was intended to

communicate to the audience directly trying to invite them to buy a product. The

results of the use of the words its (27%) and our (18%) were dissimilar. The word its

was used to refer to the promotional product and the airline’s name. The word our

was used to honor Etihad’s passengers, as shown in our Guests. The word your

referred to the reward that the passenger would receive, such as your optimum

combination of cash and miles.

3.2 Descriptive adjectives

The descriptive adjectives in this strategy were applied to encourage and

strengthen people’s emotional response. People would like very much to join the

airline after seeing their benefits. The descriptive adjectives found are presented

below:

Table 8 The Frequency of Descriptive Adjectives Found in the Motivation Strategy

Verbs Frequency Percentage

Etihad Airways 20 5%

Etihad Guest 18 4%

Special 11 3%

Frequent 8 1.5%

Loyalty 8 1.5%

Others 362 85%

Total 427 100%

The results in the chart show that the word Etihad Airways (5%) was most

used, followed by Etihad Guest (4%), special (3%), frequent (1.5%), and loyalty

(1.5%). The phrase Etihad Airways was used at the highest level, the same way as in

the stimulus-response and cognitive strategy. Its functions were also the same. The

phrase Etihad Guest referred to a new user of the airline. Etihad Guest referred to a

passenger of Etihad Airways. The airline used this phrase to honor their passenger and

to describe its programs for guest types, such as Etihad Guest Silver, Etihad Guest

Gold. It was also used with a noun, such as Etihad Guest member, Etihad Guest

service, Etihad Guest program. The word special was used to highlight an

extraordinary characteristic. The sound of this word strengthens the message

positively; people would perceive something good, such as special promotion, special

package, special rate, special price. The word loyalty and frequent were at the same

level of use. Their functions were similar. They were used in noun phrases such as

frequent flyer program and loyalty program. Moreover, their meanings were quite

similar because the airline had just launched its first frequent flyer program, and a

loyalty program. The airline sometimes used the word loyalty program instead of

frequent flyer program to avoid a repetition.

3.3 Adverbs

An adverb was used to add emotion motivating an audience to make a

decision easily. The adverbs found in the press releases are presented in table 9.

Table 9 The Frequency of Adverbs Found in the Motivation Strategy

Adverbs Frequency Percentage

Very 5 7%

Most 3 4%

Uniquely 2 2.5%

Specially 2 2.5%

Others 61 84%

Total 73 100%

The table indicates that the adverb very (7%) was used most, followed by the

adverbs most (4%), uniquely (2.5%) and specially (2.5%) subsequently. The adverb

very was used to show the excellent performance of the airline. For example:

Pearl Zone seating offers the very first 180 degree, fully reclining flat

bed. (Fly to Europe from THB22,222 with Etihad, June 8, 2006)

The adverb most was at the second level, the same as that in the stimulus-

response strategy and cognitive strategy. The function and meaning were also the

same. It was used to present the airline’s fine products and services. The adverb

uniquely was used to show an outstanding quality of the airline. For example:

Guests travelling on this special promotion, fly in the uniquely

designed comfortable and convenient Coral Zone. (Etihad Airways

Special Package “Munich Loves You”, August 1, 2006)

The adverb specially was used to highlight a specific image of the airline. For

example:

Flying in Etihad Airways’ new Boeing 777 means comfort and luxury

in both Coral and Pearl zone seating with plenty of legroom for all

with specially designed seats. (Fly to Europe from THB22,222 with

Etihad, June 8, 2006)

3.4 Verbs

The main purpose of this strategy is to persuade people to take action. The

verbs have to attract people’s attention. The findings are presented as follows:

Table 10 The Frequency of Verbs Found in the Motivation Strategy

Verbs Frequency Percentage

Offer 17 8%

Travel 9 5%

Fly 7 4%

Use 6 3%

Enjoy 5 2%

Provide 5 2%

Others 153 76%

Total 202 100%

The table shows that the verb offer (8%) was used at the highest level,

followed by travel (5%), flies (4%), use (3%), enjoy (2%), and provide (2%). The

verb offer was used to show a benefit or any special privilege that a passenger would

receive. Generally, people want to know what special benefits the airline would

provide to them. For example:

Pearl zone seating offers the very first 180 degree, fully reclining flat bed.

The verb travel was used to show actions taken by passengers traveling from

one place to another. For example:

A special rate of THB 22,222 is available Coral zone guests travelling

and returning in June 2006. (Fly to Europe from THB 22,222 with

Etihad, June 8, 2006)

The verb fly was used to invite people to use the airline’s facilities and

services, such as fly to Europe from THB22,222 with Etihad (June 8, 2006).

The verb use was mostly applied in the form of a non-finite verb, such as in

the sentence: With no black-out periods, Guests have total freedom in choosing when

they fly using their earned Miles (The Most Rewarding Loyalty Programme - Etihad

Guest, October 2, 2008).

The verb enjoy was used to motivate an audience because people usually

require comfort and flexibility, for example:

All guests can enjoy the convenience of high speed broadband wireless

internet access.

The verb provide had the same function as that in the stimulus-response and

cognitive strategies. It was used to describe a product’s qualities.

4. Social strategy

Group decision-making has a lot of power in influencing people to do

something. Most of the press releases in this strategy are used by world-class

organizations to create strong credibility guaranteeing the airline’s superlative

performance.

4.1 Possessive adjectives

Press releases on signing a financial agreement or a quote from a top executive

are the best influential material for making people feel comfortable when using the

airline’s service. The possessive adjectives used are shown below:

0% 0%

42%

47%

11%

10%

20%

30%

40%

50%

Her His Its My Our Their Your

Figure 4 The Frequency of Possessive Adjectives Found in the Social Strategy

The words our (47%) and its (42%) were used almost equally the most

frequent. The word their (11%) was next. The functions of these three words were the

same as those in other strategies. However the words her (0%), his (0%), my (0%) and

your (0%) did not appear in the social strategy.

4.2 Descriptive adjectives

The main purpose of this strategy is to focus on group decision-making. Most

of the descriptive adjectives were used to illustrate activities and agreements that the

airline had engaged in with world-class companies as shown below:

Table 11 The Frequency of Descriptive Adjectives Found in the Social Strategy

Descriptive Adjectives Frequency Percentage

Etihad Airways 15 5%

New 10 3%

National 9 3%

Aircraft 8 2.5%

A340-500 8 2.5%

Others 269 84%

Total 319 100%

This table illustrates that the phrase Etihad Airways (5%) occurred most

frequently, followed by new (3%), national (3%), aircraft (2.5%) and A340-500

(2.5%). The result was not a surprise. The function of the phrase Etihad Airways was

to repeat the product’s name making people recognize its brand easily. The word new

was used to introduce an upcoming new product, such as new industry-benchmarks

and new loyalty program. The word national always appeared with the word airline as

in national airline emphasizing that Etihad Airways is the national airline of the

United Arab Emirates. The word aircraft and A340-500 were not only used at the

same level, but their functions were also applied in the form of a noun-phrase, for

example, aircraft system, aircraft deliveries, aircraft purchases, A340-500 Diamond,

A340-500 aircraft.

4.3 Adverbs

All the rules and regulations of an organization have their own exceptions.

These adverbs were used to reinforce the airline’s conditions and they were found as

follows:

Table 12 The Frequency of Adverbs Found in the Social Strategy

Adverbs Frequency Percentage

Also 7 11%

Very 3 4.5%

Most 3 4.5%

Others 51 80%

Total 64 100%

The table shows that the adverb also (11%) was applied at the highest level.

Second were the adverbs very (4.5%) and most (4.5%). The function and meaning of

the adverbs also, very and most were similar to those in the stimulus-response,

cognitive and motivation strategies. They were used to highlight the airline’s actions.

4.4 Verbs

Most verbs in this strategy referred to the actions of top-executives signing a

contract and the advantages of their achievements. The verbs are presented as follows:

Table 13 The Frequency of Verbs Found in the Social Strategy

Verbs Frequency Percentage

Say 8 5.5%

Sign 5 3.5%

Provide 4 3%

Fly 4 3%

Finance 4 3%

Continue 4 3%

Celebrate 4 3%

Others 109 76%

Total 142 100%

This table indicates that the verb say (6%) was used most in the social

strategy. Equal second were the verbs sign (3%), provide (3%), fly (3%), finance

(3%), continue (3%) and celebrate (3%). The result was not a surprise because most

press releases in this strategy were stories about world-class organizations making

financial agreements. The verb say was mostly used with quotes from top-executives

of each organization, which are very important in influencing the readers to trust the

airline’s performance. The verb sign referred to the action of at least two companies’

representatives making an agreement together, such as Etihad Airways signs major

financing deal for five Boeing 777-300ER aircraft (January 31, 2006). The verbs

provide and fly had the same function as those in the stimulus-response strategy. The

verb signified a business deal. It mostly appeared in the form of an infinitive such as

to finance. The function of the verb continue was similar to that presented in the

cognitive strategy. It was used to show that the airline never stopped expanding its

services and management. The verb celebrate was used to show the success of an

airline activity. For example:

VIPs join Etihad to celebrate the early success of loyalty reward program.

5. Personality strategy

The personality strategy was used at the third level following the stimulus-

response and cognitive strategies. The airline reward Flat-Out, the competition Swing

on the Wing, the airline charity activity Green Charity created a good image of Etihad

Airways. The company used them as a signature promoting the airline globally. The

adjectives used in this category are presented as follows:

5.1 Possessive adjectives

All the signatures are created as a symbol of the airline attracting people to use

the good products and services. Possessive adjectives are employed to give people a

sense of belonging to the good image the airline had created. The results are as

follows:

47%

49%

10%

20%

30%

40%

50%

60%

His Its My Our Their Your

Figure 5 The Frequency of Possessive Adjectives Found in the Personality Strategy

To repeat the product’s self image, the airline must present its personality

appeal to the public. The words our (49%) and its (47%) were used the most. The

word our was used to create a good image allowing the reader to feel wanted by the

airline. The words its referred to the airline’s services and products such as its new

daily service. The words their (2%) and his (2%) were at the same third level.

However, neither of the words my (0%) or your (0%) were used.

5.2 Descriptive adjectives

Creating an image of the company is the main purpose of this strategy.

Descriptive adjectives are employed to foster people’s emotion and imagination. The

descriptive adjectives found are presented below:

Table 14 The Frequency of Descriptive Adjectives Found in the Personality Strategy

Verbs Frequency Percentage

Etihad Airways 28 7%

New 23 5%

Etihad Crystal Cargo 15 3.5%

Leading 11 2.5%

Best 8 2%

Cargo 8 2%

Others 331 78%

Total 424 100%

The table shows that the phrase Etihad Airways (7%) was used at the highest

level, followed by the words new (5%), Etihad Crystal Cargo (3.5%), leading (2.5%),

best (2%) and cargo (2%). The frequency of the words Etihad Airways and new was

not a surprise because they also appeared in the press releases of the stimulus-

response, cognitive and social strategies. Their functions were the same. The phrase

Etihad Crystal Cargo appeared for the first time in this strategy. This phrase was used

to refer to a cargo service of the airline, such as Etihad Crystal Cargo awarded Best

Airline to the Indian Sub-continent (May 23, 2006).

The word leading was used to show the success of the airline as in the phrase

the world leading new airline. The word best was used to emphasize the image of the

airline’s services, and products as in best airline. The word cargo was used to identify

a service department, such as cargo division, cargo market, and cargo capacity.

5.3 Adverbs

An adverb was applied with a verb or an adjective to help the audience

visualize the product clearly. The findings are presented as follows:

Table 15 The Frequency of Adverbs Found in the Personality Strategy

Adverbs Frequency Percentage

Also 6 6.25%

Recently 5 5.25%

Very 4 4.25%

Most 4 4.25%

Others 76 80%

Total 95 100%

The results show that the adverb also (6.25%) was the most used in this

strategy, followed by the adverb recently (5.25%). Equal third were the adverbs very

(4.25%) and most (4.25%). The adverbs also, very and most had similar functions and

meanings as those presented in the stimulus-response, cognitive, motivation and

social strategies. Furthermore, the word recently had the same function and meaning

as those which appeared in the cognitive strategy. This adverb was used to show the

airline’s current situation.

5.4 Verbs

Verbs in this strategy were applied to create a strong image in the reader’s

mind. The findings are presented below:

Table 16 The Frequency of Verbs Found in the Personality Strategy

Verbs Frequency Percentage

Continue 9 4%

Offer 7 3%

Receive 6 3%

Ensure 5 2.5%

Gain 5 2.5%

Say 5 2.5%

Vote 5 2.5%

Others 166 80%

Total 208 100%

The results in this strategy show that the verb continue (4%) was the most

used. Next were the verbs offer (3%), receive (3%), ensure (2.5%), gain (2.5%), say

(2.5%) and vote (2.5%). The verbs continue and offer had the same functions as those

presented in the cognitive strategy. The verb continue was used to show the

development of the airline. The verb offer was used to present the airline’s benefits

for passengers. The word receive was used to show an exclusive reward awarded to

the airline by an international organization. For example:

Etihad Crystal Cargo has received an award in Germany.

The verbs ensure and gain were strong action words used to build a good

image for the airline. The verb say was used with a quote by the airline executives.

The verb vote was used to emphasize the airline’s image such as Etihad voted world’s

leading new airline.

A Discussion of the Results

1. Possessive adjectives

The results show that the most used possessive adjectives were the words its,

our and their respectively. Although their frequency of use was different, their

functions were the same. For example, the words our aircraft referred to Etihad’s

aircraft, our service to Etihad’s service, and our guests to Etihad’s passenger. No

matter what strategy they were found in, their meanings were the same. Possessive

adjectives in the airline press releases were used to create a word-picture. All these

words allowed the passengers to feel comfortable when using Etihad Airways. People

would have a sense of belonging to the airline and trust that they would receive the

best service as important guests.

2. Descriptive adjectives

The findings reveal that the most use of descriptive adjectives in all strategies

was the phrase Etihad Airways, the airline’a name. As Etihad Airways was the newest

face in the airline industry, it was necessary to repeat its brand name frequently,

creating public recognition. Second was the word new, which appeared in all

strategies except the motivation strategy. At that time, Etihad Airways launched a lot

of products and international campaigns to build brand awareness worldwide. David

Ogilvy said that the word new was the most powerful adjective to attract people’s

interest, and the results of this research confirm that the word new is the most

persuasive descriptive adjective used to stimulate people’s interest because people

generally like new products.

3. Adverbs

The most frequent adverb used in all strategies except the motivation strategy

was the word also. The adverb also was mainly used to help the audience visualize

the information making the sentence strongly persuasive. The adverb most was used

to convince the audience of the excellent performance of the airline. Although this

word did not exist at the highest level, it appeared in all strategies. The adverbs now,

currently and recently had a similar meaning, which was used to show an action at the

present time. However, they were used in different situations. The word now was

informal and was mostly used to attract an audience spontaneously. The adverbs

currently and recently were formal words and were always used to make the text run

smoothly.

4. Verbs

The verbs continue and provide were applied in almost all strategies. The

word continue was used to assure the audience that the airline would always develop

its innovative products; for example, new aircraft with high standards, encouraging

people to use the airline. The verb provide was used to illustrate an advantageous

benefit that the passenger would receive. It is a very strong verb because people

generally want to know about any privilege they could receive. The word offer was

used at the highest level of the motivation strategy; it had a similar function as that of

the word continue, to motivate people’s needs. Traveling on a plane, people are

concerned about their security. It is very important to demonstrate the airline’s fine

performance so that passengers will feel relaxed when they travel.

Summary of the Results

Based on the 50 Etihad Airways press releases in 2006, the results for the four

objectives of this study were as follows. Firstly, the stimulus response strategy was

the most used in the content because the airline launched many new services and

products to stimulate people’s interest. Secondly, regarding the frequency of

persuasive strategies, the stimulus-response strategy (38%) came top, followed by

cognitive (26%), personality (8%), motivational (6%) and social strategy (4%).

Thirdly, the possessive adjective our, the descriptive adjective Etihad Airways, the

adverb also and the verb provide were the most used persuasive words in the Etihad

Airways press releases. Finally, although the phrase Etihad Airways was used at the

highest level in all the strategies, the word new was the most persuasive language

generally used.

CHAPTER V

DISCUSSION AND CONCLUSION

This chapter includes the conclusions of the results of the study, discussion,

limitations and recommendations for future research.

Conclusion

Fifty Etihad Airways press releases were collected and divided into five

groups according to the persuasive strategy to find out the effective persuasive

language used. The results showed that 38% of Etihad Airways press releases used the

stimulus-response strategy, which was placed in the highest level. The reason for this

was that the airline launched many products to appeal to people in that year. If the

airline had not introduced a lot of new products, the results might have been different.

The possessive adjective most used was the word our, which was employed to create

a sense of belonging. This word mostly appeared in quotes by an airline executive to

emphasize the excellent service of the airline. The descriptive adjective Etihad

Airways was used at the highest level. This phrase was used to repeat the airline’s

brand name ensuring people to remember it. However, the second most used of the

descriptive adjectives was the word new, which was generally applied as the most

powerful persuasive language. The most used adverb was also, which was used to

extend information or provide more details about benefits that the airline provided.

Finally, the use of the verb provide related to the airline’s beneficial services and

products for passengers. This kind of word was easy, simple and attractive.

In brief, 50 Etihad Airways press releases were collected and classified into

five groups following the persuasive strategies. The results of the findings showed

that the stimulus response strategy was the most used in the content of Etihad Airways

press releases. The possessive adjective our, the descriptive adjective Etihad Airways,

the adverb also and the verb provide were the most used persuasive words in the

Etihad Airways press releases.

Discussion

The results from this research support the five designs for persuasive

communication (Lerbinger, 1972; Newsom, Turk & Kruckeberg, 1996). The writers

know which strategy should be applied in the text to persuade people to follow their

intention and objective. Each strategy helps the writers see their persuasive objective

clearly; thus, they can write a message communicating directly to the reader

professionally.

Although most previous studies focused on persuasion, they did not highlight

the persuasive language as this research did. They mainly emphasized rhetorical

devices, figurative languages and sentences. However, this research explored a new

channel of persuasion language used. The results are consistent with many previous

studies (Russel, 1993; Nasunee, 2004; Kungwanpradit, 2004). For example, Russel

(1993) referred to David Ogilvy, who said that the words free and new are the most

powerful in persuasion. Accordingly, the results of this research showed that the

second most persuasive descriptive adjective was the word new. If the researcher had

omitted the phrase Etihad Airways, the name of this airline, it can be concluded that

the word new would have been the most persuasive adjective in general.

In short, the results of this research showed that the five strategies of

persuasive communication were designed to help the writers see their objective

clearly. They know how to write efficient, persuasive messages. Moreover, the results

of the current and previous researches agree that the word new is the most persuasive

in general.

Limitations of the Study

The study had a number of limitations as follows:

1. The study focused on a relatively small sampling, consisting of 50 samples

from one airline: Etihad Airways. Therefore, the results may not be

applicable to other samples.

2. The study focused on a limited number of parts of speech: possessive

adjectives, descriptive adjectives, adverbs and verbs. There are other kinds

of persuasive language, such as rhetorical devices, punctuation marks,

figurative language and others.

3. The study focused on the persuasive language used in the airline press

releases, rather than on other types of press release. Therefore, the results

can not be applied to other types of press release, such as hotel, fashion

and others.

4. Although the results show that the stimulus response strategy and the word

Etihad Airways were the most used for persuasion, it was only for this

airline at that time. If the researcher focused on other airlines, the results

might not be the same because the stories in a press release depend on time

and the product that the airline wishes to promote.

Recommendations for Future Research

There are three suggestions for future study. Firstly, the sampling for the next

study should be gathered from at least two airlines press releases to compare their

persuasive language use to ascertain the persuasive language generally used in the

aviation industry. Secondly, future researchers should consider rhetorical devices,

word choices, figurative language or tone of voice to complete the study of persuasive

language used in airline press releases. Finally, it will be beneficial to explore further

the persuasive language used in other types of press release, such as in education,

fashion, gadgets, logistics, motoring, politics, and sports.

Summary

In short, the results of this research supported the five basic designs of persuasive

communication. The stimulus response strategy was the most used in the content of

the Etihad Airways press releases. The possessive adjective our, the descriptive

adjective Etihad Airways, the adverb also and the verb provide were the most used

persuasive words in the Etihad Airways press releases. However, this research had

four limitations. Hence, the researcher has provided some suggestions for future

study, such as looking at and comparing other types of press release.

REFERENCES

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Singapore: McGraw-Hill, Inc.

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Hutchison, E. R. (1996). Writing for mass communication . New York.: Longman

Kungwanpradit, K. (2004). An analysis of writing styles of movie overviews on

website “Yahoo! Movies.” Unpublished master’s thesis. Ramkhamhaeng

University.

Lerbinger, O. (1972). Designs for persuasive communication. Englewood Cliffs, N.J.:

Prentice-Hall

Nasunee, J. (2004). An analysis of catchy words and sentences in Volkswagen

beetle advertisements in the United States. Unpublished master’s project.

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Newsom, D. Turk, J. V. & Kruckeberg, D. (1996). This is PR: The realities of public

relations. Belmont, CA.: Wadsworth.

Opdycke, J. B. (1987). Harper's English grammar. New York: Warner Books.

Russel, S. (1993). Grammar, structure, and style. Oxford: Oxford University Press.

Suebnusonthi, S. (2003). A study of the persuasive style used in movie handbills.

Unpublished master’s thesis. Ramkhamhaeng University.

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tactics. New York: HarperCollins Publishers Inc.

APPENDIX

For Immediate Release:

January 31, 2006

Etihad Airways Signs Major Financing Deal

for Five Boeing 777-300ER Aircraft

Bangkok, Thailand

Etihad Airways, the national airline of the UAE, has concluded financing

arrangements worth USD 450 million with leading UAE banks and HSBC Bank

Middle East Limited for five new Boeing 777-300ER aircraft.

The Etihad agreement, which covers an operating lease for a 12-year term, was

made with National Bank of Abu Dhabi and HSBC Bank Middle East as

mandated lead arrangers and with Abu Dhabi Investment Company as lead

arranger.

“This ground-breaking deal demonstrates Etihad’s continued growth in fleet size

and our deepening relationship with the domestic and international banking sector.

Strengthening our ties with these banks will help us finance a number of Etihad’s

future aircraft deliveries and continue to develop our global presence,” said Robert

Strodel, CEO, Etihad Airways, who signed the agreement on behalf of Etihad

Airways.

Michael Ladenburg, Head of Corporate Banking at National Bank of Abu Dhabi,

commented “National Bank of Abu Dhabi is proud to have been invited to play a

major role in this maiden transaction for Etihad, and to be associated with the first

aircraft purchases by our national airline. We are grateful for the support of the

other banks who have worked with us to provide the financing, and I am sure that I

speak for them all when I say how much we look forward to assisting Etihad with its

substantial investment programme.

- Ends -

For further media information, please contact

Sirirat Markeo

Star PR Co.,Ltd.

Tel: 02-653-5055 Fax 02-653-5117

Notes

1. The italic words were counted as possessive adjectives.

2. The bold typed words were counted as descriptive adjectives.

3. The highlighted words were counted as verbs.

4. The underlined words were counted as adverbs.

5. The phrase major Financing Deal was counted as two units; the first one was the

word major and the second one was the phrase Financing Deal.

6. The phrase leading UAE banks was counted as two units; the first one was the word

leading and the second one was the phrase UAE banks.

7. The phrase new Boeing 777-300ER was counted as two units; the first one was the

word new and the second one was the phrase Boeing 777-300ER.

8. The phrase substantial investment programme was counted as two units; the first

one was the word substantial and the second one was the phrase investment

programme.

VITAE

Name: Kesama Trairattananusorn

Date of Birth: 26 November 1982

Place of Birth: Bangkok

Address: 251/6 Anothai Village, Rama III Rd.,

Bangkolamp, Bangkok 10120

Educational Background:

2004 Bachelor of Communications Art,

From Bangkok University International College

2009 Master of Arts (English)

From Srinakharinwirot University