Persuasive Strategies in Multimodal Digital Airline Marketing: A Discourse Analysis of AirAsia’s 2025 Promotional Banners

Authors

  • Sheema Liza Idris Universiti Teknologi MARA, Cawangan Perak
  • Mirrah Diyana Maznun Universiti Teknologi MARA, Cawangan Perak
  • Nur Hazirah Mohd Fuat Universiti Teknologi MARA, Cawangan Perak
  • Nurshahirah Azman Universiti Teknologi MARA, Cawangan Perak
  • Noor Fazzrienee JZ Nun Ramlan Universiti Teknologi MARA, Cawangan Perak

DOI:

https://doi.org/10.24191/abrij.v12i1.7047

Abstract

This study investigates persuasive strategies in digital airline advertising through a multimodal analysis of 15 promotional banners published on AirAsia’s official website in 2025. Drawing from rhetorical theory, speech act theory, and multimodal discourse analysis, it examines how language and visual design interact to shape customer perception. The findings identify five core strategies: imperative language, numerical anchoring, emotional appeal, personalised messaging, and brand ethos. These elements are deployed through concise slogans, vibrant visuals, and scenario-based imagery to engage audiences and prompt behavioural response. The banners demonstrate how AirAsia adapts its messaging, shifting between emotional and logical appeals, based on the campaign objective and target audience. This study highlights the communicative value of short-form promotional texts and provides insights for digital marketers aiming to enhance engagement through integrated verbal-visual design. It contributes to research on airline branding, marketing linguistics, and multimodal persuasive communication.

Author Biographies

  • Sheema Liza Idris, Universiti Teknologi MARA, Cawangan Perak

    Sheema Liza Idris is a senior lecturer at the Academy of Language Studies, UiTM Perak Branch and currently the Head of the Study Centre. Her academic interests include applied linguistics, English for Specific Purposes (ESP), sentiment analysis, and service quality research. With over 15 years of teaching experience, she integrates communication theory with practical application in multilingual contexts. She can be contacted at sheema@uitm.edu.my. https://orcid.org/0009-0001-2581-6634

  • Mirrah Diyana Maznun , Universiti Teknologi MARA, Cawangan Perak

    Mirrah Diyana Maznun, a lecturer at the Academy of Language Studies, Universiti Teknologi MARA (UiTM) Perak Branch. Her research interests include Academic Writing, Applied Linguistics and Discourse Analysis. She can be contacted through her email mirrahdiyana@uitm.edu.my
    Orcid ID https://orcid.org/0000-0003-4872-3462

  • Nur Hazirah Mohd Fuat, Universiti Teknologi MARA, Cawangan Perak

    Nur Hazirah is currently an English lecturer at the Academy of Language Studies in Universiti Teknologi MARA Perak. Her previous research experience extends to applied linguistics & discourse analysis. She has also ventured into ELT as she is involved with researches on students' development. She can be contacted through her e-mail hazirahfuat@uitm.edu.my

  • Nurshahirah Azman, Universiti Teknologi MARA, Cawangan Perak

    Nurshahirah Azman, a lecturer from Academy of Language Studies in UiTM Perak (Seri Iskandar campus). Research interest includes communication and collaborative teaching in ELT. Can be contacted at her email shahirah@uitm.edu.my. (Orcid ID: 0000-0002-1301-5821)

  • Noor Fazzrienee JZ Nun Ramlan, Universiti Teknologi MARA, Cawangan Perak

    Noor Fazzrienee Binti JZ Nun Ramlan is a lecturer at the Academy of Language Studies, Universiti Teknologi MARA (UiTM) Perak, Seri Iskandar campus. Her academic and research interests focus on multicultural education, academic and creative writing, reading engagement, and English language studies, particularly in ESL pedagogy. She can be reached at fazzrienee@uitm.edu.my. ORCID ID: 0000-0002-7975-2488

References

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Published

25-05-2026

Issue

Vol. 12 No. 1 (2026): May Issue

Section

Articles

License

Copyright (c) 1970 Sheema Liza Idris, Mirrah Diyana Maznun , Nur Hazirah Mohd Fuat, Nurshahirah Azman, Noor Fazzrienee JZ Nun Ramlan

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Idris, S. L. ., Mirrah Diyana Maznun, Mohd Fuat, N. H., Azman, N., & JZ Nun Ramlan, N. F. (2026). Persuasive Strategies in Multimodal Digital Airline Marketing: A Discourse Analysis of AirAsia’s 2025 Promotional Banners. Advances in Business Research International Journal, 12(1). https://doi.org/10.24191/abrij.v12i1.7047

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