The Lingopragmatic Role of Punctuation Marks in Digital Advertising: A Comparative Case Study in Belarus, Egypt, and the UK

Abstract

Our task is to investigate the linguistic use of punctuation marks in digital advertising texts throughout three different cultures: Belarus, Egypt, and the UK. Our objectives are not only to understand the linguistic role of punctuation marks and their impact on message clarity but also to identify cultural differences in punctuation usage and to determine the practical implications for advertisers and marketers. We applied a qualitative and quantitative methodology research design; particularly, we conducted content analysis and utilised frequency counts to enhance the robustness of our findings. We analysed two cases of each culture to understand the linguistic implication of punctuation marks in each language. Additionally, we explored how punctuation affects the overall message of an advertisement and influences consumers to take action, including purchasing goods or utilising services. Our study's findings have both linguistic and practical implications. Our analysis shows that punctuation reflects cultural communication styles, which advertisers can use to create messages that are more effective. We identify distinct usage patterns: English advertisements prioritise clarity with frequent full stops and moderate commas, while Arabic ads favour fewer full stops, using commas and dashes for fluidity. Belarusian advertisements employ exclamation marks to convey excitement and urgency. Our research impacts our comprehension of the linguistic role of punctuation marks in digital advertising texts, as well as it is beneficial for advertisers and marketers to adhere their ads to the proper linguistic rule for applying punctuation marks to generate well-structured advertising ads, aiming to enhance the effectiveness of advertisements by ensuring clarity.