The Development of English used in Local Products’ Label for persuading the consumers in Mae Hong Son Province.

Abstract

This study aimed 1) to analyze persuasive linguistics strategies and to compare language uses of local product labels of Mae Hong Son Province between 1 – 2 star One Tambon One Product and 3 – 5 star One Tambon One Product. 2) to study guidelines for the development of local product labels in Mae Hong Son Province by using English language strategies for persuasion. The data were collected from 25 local product distribution centers, 50 labels, including 25 of 1-2-star local product labels and 25 of 3-5-star local product labels. The results that language strategies presented in non-verbal text consist of visual language and graphics. Local product labels use graphics rather than visuals and use more harmonious colors than monochromatic and contrasting colors and a gradient font size were used. The 3-5 star product labels have a more standard certification mark than 1-2 stars product labels. Verbal data showed that the method of Modification strategies uses of adjectives and adverbs on 3-5-star product labels was greater than 1-2-star product labels. For discourse-Pragmatic Strategies uses of narrative and exaggerated discourse on 3-5 star product labels than 1-2 star product labels. For rhetorical Strategies appears that the use of slogans on labels at both levels is relatively low. A study of linguistic strategies for persuasion in local product labels found that the use of English on the label uses capitalized English characters in the product name and other main label elements. For lexical strategies appeared using of prepositions, verbs infinitive with to.