Moves and steps analysis of the message from CEO in in-flight magazines
This study was aimed to investigate English language moves and steps of thirty purposively selected messages from the CEO in in-flight magazines from five airlines (British Midland Airlines, Gulf Air,Â JetstarÂ Airways, Thai Airways International and United Airlines) by adopting Bhatiaâ€™s (2014) sales promotion letter model.â€¯The findings revealed that the three most frequently found moves were considered obligatory basing onÂ Kanoksilapathamâ€™sÂ (2007) proposition. The three moves were Move 7 â€˜Ending politelyâ€™, Move 1 â€˜Establishing Credentialsâ€™ and Move 2 â€˜Introduction of the offerâ€™, respectively. Moreover, it was also found that the most prominent organization of moves found in the corpus was Move 1 followed by Move 2 and Move 7. Move 2, which comprised three steps, â€˜Offering the product or servicesâ€™, â€˜Essential detailing of the offerâ€™ and â€˜Indicating value of the offerâ€™, was found to be the most repetitive. The findings of the study could be a guideline for international communication in English, English writing pedagogy as well as business communication.â€¯Â
ÂKeywords: moves and steps analysis; message from CEO; in-flight magazine; international communication
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Asian Journal of Media and Communication oleh Department of Communication Universitas Islam Indonesia disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.
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