News headlines are key elements in spreading news. They are unique texts written in a special language which enables readers understand the overall nature and importance of the topic. However, this special language causes difficulty for readers in understanding the headline. To illuminate this difficulty, it is argued that a pragmatic analysis from a speech act theory perspective is a plausible tool for a headline analysis. The main objective of the study is to pragmatically analyze the most frequently employed types of speech acts in the news headlines covering COVID-19 in Aljazeera English website. To this end, Bach and Harnish's (1979) Taxonomy of Speech Acts has been adopted to analyze the data. Thirty headlines have been collected from Aljazeera English news website. The findings have shown that constatives and directives occur more frequently than commissives. Other types, like acknowledgments, effectives and verdictives are not employed. The study has concluded that to pay a special emphasis on COVID-19 as an issue that preoccupied and endangered the world, headline writers of Aljazeera website uses specific speech acts, constatives and directives, more frequently than others. This makes it clear that using specific speech acts in writing headlines is an effective way for inspiring readers to easily understand the intended message.
Abstract:
Viral marketing has become one of the modern strategies adopted by organizations in the marketing of products and services. The idea of viral marketing focuses on the social relations between individuals and groups. As a result of the technological development, most organizations have resorted to using the Internet and its applications and social media to market and promote their products. To reach the largest number of consumers to display their products and services in many ways, including text, audio, visual or video and thus affect the behavior of the consumer.
The problem of the study was the following question (do viral marketing technologies have an impact on consumer behavior?)
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