Real-Time Advertising Discourse of Twitter Tops Thailand

Abstract

          The purpose of this article was to analyze the structure and the linguistic strategies in the real-time advertising discourse of Twitter Tops Thailand. The researcher collected the real-time advertising data of Twitter Tops Thailand from September 1, 2018 to November 30, 2018, and 117 real-time advertising discourses were collected and analyzed.

          The study results revealed that the structure of the real-time advertising discourse of Twitter Tops Thailand consisted of three parts as follows. 1) The opening section: the content from the events gaining attention from people in society was used. Three types of content, namely entertainment, news, and festivals or important dates were used. 2)The story: the details of the product, including the names, properties and description of the product were described. 3) The closing section: where to buy and the website to place an order were informed. In addition, hashtags (#) on the events that people in society were paying attention to were used. The three structures of the discourse were sequenced and correlated. Moreover, five linguistic strategies, namely intertextuality, cohesion, rhyming words, reduplication and wordplay were used in the real-time advertising discourse of Twitter Tops Thailand. The communication contexts influencing the choice of structures and linguistic strategies for achieving the product advertising objectives include real-time marketing strategies, text producers, audience, communication objectives and media types.