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ABSTRACT
This study investigates the discourse strategies employed by financial technology companies advertisements in order to identify the persuasive, corrective and manipulative means to disrupt the traditional system of banking. The methodological approach utilized in this study is the qualitative method. The data was collected from two social media platforms (Instagram and Twitter) between 2018 – 2023. They were subjected to critical analysis. The study discovers that these financial technology companies employ interrogative sentences, synthetic personalization, catchy fonts and colours to emotionally appeal to the audience. The findings also reveal that most of the advertisement projects a positive self-representation of their companies and a negative representation of the traditional banks. The study concludes that language is a tool advertisers use to persuade and influence their audience.
