Indirect Speech Act Strategies in Nigerian Online Marketing Discourse on Beauty Products

Abstract

Marketing communication is shaped in part by the perception of what consumers need and value as well as by their interests, preferences, and demographic data. Marketers generally attempt to segment their target market when choosing an audience so that they could modify the message's content and the distribution method to reach a specific audience. This study examines the discourse strategies employed by beauty product marketers on social media, with particular emphasis on the Indirect Speech Acts (ISAs). A total of 200 data set comprising 100 from Facebook and 100 from Instagram are analysed drawing on insights from John Searle’s (1979) taxonomy. The findings show the recurrent use of representative, directive, commissive, expressive, inquire, and integrative acts, with declarative, imperative, and interrogative having the highest frequency. However, Integrative speech acts exhibit the highest frequency across all brands, as they frequently engage followers by referring to them as if they were part of a family unit, indirectly urging them to take specific actions. Furthermore, many of the speech acts display similar sentence structures but have different intentions or functions, primarily serving as indirect speech acts. The study concludes that the indirect speech acts are persuasive in nature, aimed to compel potential clients and boost sales.