THE USE OF METADISCOURSE MARKERS IN ACHIEVING PERSUASION IN SHORT ADVERTISEMENTS WRITTEN BY ESP STUDENTS
THE USE OF METADISCOURSE MARKERS IN ACHIEVING PERSUASION IN SHORT ADVERTISEMENTS WRITTEN BY ESP STUDENTS

Summary/Abstract: The paper focuses on the metadiscourse markers used with the aim of persuasion in ESP student writing. The corpus consisted of 66 short advertisements (8,611 tokens) written by the first-year students of the Faculty of Mechanical Engineering, University of Belgrade as part of their ESP course. Based on Hyland’s model of metadiscourse, we analyse the frequency of use and different types of metadiscourse markers in students’ advertisements. The aim is to explore whether ESP students use MD markers to persuade the audience to try out a new welding technique. The most frequently used markers overall were engagement markers, followed by attitude markers, whereas the least frequent were frame markers and code glosses. Interactional metadiscourse categories are used much more than the interactive ones, both in the body of the advertisement and the slogans. Based on the obtained findings on the use of MD markers in student-written advertisements, it can be concluded that some students successfully kept up with the trends found in similar research of advertisements written by experienced copywriters.

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