A Psycholinguistic Analysis of Persuasive Advertising on Teenagers: A Case Study at Ahmed El-Beyrouni Secondary School

Abstract

This thesis examines the psycholinguistic impact of advertising messages on adolescents, as they are considered a vulnerable group in society and are especially susceptible to external influences, according to the academic literature reviewed in this study. This is due to the significant psychological and emotional changes they are undergoing, which have a major influence on their decisions. This study also aims to understand the psycholinguistic strategies behind advertisements and how they influence adolescents’ perceptions and their cognitive and emotional responses. This research work employed a mixed-methods approach, specifically a methodological triangulation design. A structured questionnaire was administered to a sample of adolescents at El Biruni Secondary School in Maghnia, alongside semi-structured interviews with both learners and psychology specialists. Ultimately, the findings and statistics revealed a strong correlation between the psycholinguistic strategies examined in the advertisements, such as emotional appeals and repetition, and their impact on adolescents. Furthermore, the emotions conveyed in the advertisements were found to be the most influential factor on adolescents at this stage, subconsciously persuading them to accept the product. The recommendations gathered indicate the need to promote consumer awareness amongst adolescents and develop their critical analysis skills. It also opened up new avenues for academic research in this field.