A Study of Health Insurance Advertising Discourse

Abstract

This article aims to investigate the discourse structure and persuasive linguistic strategies of health insurance advertising discourse. Forty-two published health insurance advertisements were collected from seven selected insurance companies’ websites. It is found that the discourse structure of health insurance advertising discourse consists of five elements of persuasion. There are three persuasive linguistic strategies; the use of lexical selection, presupposition, and metaphor. Various persuasive linguistic strategies are used to emphasize interesting financial benefits, construct the concept of impermanency and anxiety. In addition, it reveals the construction of insurance company’s positive image as a “giver” and consumers as a “receiver”; although, the relationship between insurance companies and consumers is mutually beneficial.