Abstract The present study seeks to explore the link between persuasion and advertising by examining the persuasive appeals used by telecommunication companies in Jordanian and Algerian television commercials. To this end, 12 television advertisements (six from Jordan and six from Algeria) were randomly selected from YouTube. The data were analysed based on previous categorisations of persuasive appeals. The findings revealed that both groups of advertisements adopted various appeals to persuade their target audience to purchase products and experience their services, and that the most widely used appeals were play on words, brand, celebrity and music appeals. These findings provide insights into the value of understanding how persuasion is used in media discourse and in different linguistic and cultural milieus.

中文翻译：

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约旦和阿尔及利亚电信电视广告中的说服力吸引力

摘要本研究旨在通过研究约旦和阿尔及利亚电视广告中电信公司使用的说服力来探索说服力与广告之间的联系。为此，从YouTube中随机选择了12个电视广告（约旦有6个，阿尔及利亚有6个）。根据先前的说服上诉类别对数据进行了分析。调查结果表明，两组广告均采取了各种呼吁，以说服目标受众购买产品并体验其服务，并且使用最广泛的呼吁是文字，品牌，名人和音乐方面的呼吁。这些发现为理解如何在媒体话语以及不同的语言和文化环境中使用说服的价值提供了见解。