Genre analysis of insurance promotional brochures in Hong Kong

Pao Yue-kong Library Electronic Theses Database

Genre analysis of insurance promotional brochures in Hong Kong

 

Author: Xie, Xiaoying
Title: Genre analysis of insurance promotional brochures in Hong Kong
Degree: M.A.
Year: 2016
Subject: Pamphlets.
Commercial catalogs.
Discourse analysis.
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of English
Pages: 63 pages : color illustrations
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2917054
URI: http://theses.lib.polyu.edu.hk/handle/200/8632
Abstract: This research sets out to study the structural moves and the linguistic features of insurance brochures in Hong Kong. Totally forty insurance brochures are collected from the top four insurance companies in Hong Kong: AIA, AXA, Manulife and Prudential. Based on Bhatia's model of promotional genre analysis, the writer examines the structural moves which are employed in the insurance brochures. It is found that "introducing the offer", "soliciting response" and "important notes" are obligatory moves in insurance brochures while "establishing credential", "using pressure tactics", "offering incentives" and "enclosing documents" are optional. The structure moves employed in the insurance brochures are to sever the communicative purpose of promoting the service or product. Besides, linguistic strategies are exploited to serve the communicative purpose of insurance brochures, like the use of personal pronouns, the use of company names, the use of modal verbs, the use of imperatives, the use of interrogatives and the use of lexical boost. In a word, the moves and linguistic strategies are exploited to promoting the insurance product. It is also found that AIA are more effective in promoting its products. "Offering incentives" is only found in the AIA brochures among the four companies. As well as the use of 'we' and 'you' orientation, AIA has a high frequency of company names, which presents itself as a professional image. AIA also uses imperatives and interrogative more frequently.

Files in this item

Files Size Format
b29170540.pdf 1.647Mb PDF
Copyright Undertaking
As a bona fide Library user, I declare that:
  1. I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
  2. I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
  3. I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.

     

Quick Search

Browse

More Information