LINGUISTIC PECULIARITIES OF CALL-TO-ACTION PHRASES IN DIGITAL DISCOURSE

Abstract

This study investigates Call-to-Action (CTA) phrases in digital discourse, focusing on their linguistic characteristics that aim to elicit specific responses from audiences. In the context of online marketing, where digital communication has a significant influence on consumer behavior, CTAs serve as crucial tools for engagement and conversion. The investigation, employing methods of discourse analysis and linguistic analysis, demonstrates that CTA phrases utilize direct action verbs, concise structures, and elements of urgency, such as buy now or limited time offer, to capture attention and prompt immediate action. Furthermore, effective CTAs are tailored to the target audience, taking into account their interests and motivations. By elucidating the linguistic mechanisms underlying CTA phrases, this research offers insights into optimizing digital marketing strategies for greater impact and responsiveness.