PERSONALISATION OF FINANCIAL DISCOURSE BASED ON MATERIAL FROM SPANISH BANKING WEBSITES
DOI:
https://doi.org/10.17721/2663-6530.2025.48.13Keywords:
financial discourse, personalisation, Spanish banking websites, strategies, personalisation tactics, linguistic means, pragmatic functionsAbstract
The article investigates various ways of personalising financial discourse employed by Spain’s most popular banks on their websites to attract new customers. The analysis focuses on the personalisation tactics applied by these banks, the linguistic means through which they are realised, and the pragmatic functions they perform. These tactics serve a variety of pragmatic functions, including creating a personalized effect, establishing a friendly and informal tone of communication, fostering inclusiveness and sense of partnership, giving voice to the customer, motivating and encouraging the customer to take action, emphasizing the benefits and value of the product, creating the effect of dialogue with customer, attracting attention and engaging the addressee in communication, providing instructions and step-by-step guidance, actualizing action, creating the effect of spatial presence, distributing roles, increasing the customer’s loyalty to the bank and building trust. The study makes a significant contribution to understanding how the mechanisms of personalisation of financial discourse work and may be useful for further research in the fields of pragmatics, communicative linguistics, and marketing communications.
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