SELECTED DENTAL BROCHURES DESIGN IN UAE: A GENRE-BASED STUDY

Abstract:

The purpose of this study is to learn how dental brochures in UAE are made to promote and sell dental products. The structure of the selected dental brochures is analyzed using UAE's (1993) sales promotion letter model. This qualitative study focuses on the structure of UAE dental brochures. This study was conducted to determine whether  brochure design UAE adhere to sales promotion letter guidelines. As a result, the findings demonstrated that UAE dental brochure designers focus on the communicative purposes defined by UAE by applying his (1993) sales promotion model. In addition, the structure analysis reveals that the dental brochures adhere more closely to moves 5 and 2 than to any other move, with move 5 being adhered to by almost all of the brochures and move 2 being adhered to by 83% of the brochures. However, none of the brochures contain moves 3, 6, or 7.The dental brochures' structural pattern is made clear by this.

Introduction:

In this era of commercialization, media promotions are crucial in attracting potential customers' attention. The brochure's data and language should be easy to understand and catch the attention of potential buyers and readers. Brochures have gained a significant position in marketization as a result of technological advancements like visual media and contemporary print media that place a greater emphasis on language. Studies in the past showed that the media relied more on language experts than on narrators. Phonetic investigations are, according to anthropologists, therapists, and sociologists, the foundation of every modern methodology. UAE (1993) makes sense of John Swales' view that 'type' depicted by the set open designs are the real informative occasion. By storing the desired information in the mind of the target customer for this genre, this purpose will achieve its goal. According to Swales, there are two assumptions in genre analysis: first, the presumption that text specific to a genre is influenced by social context. Second, the assumption teaches the linguists how to connect text from different genres to other texts. In this study, UAE (1993) proposed the genre analysis model for sales promotion letters aimed solely at persuading potential customers to purchase particular goods. Sales promotion letters are used by brochure designers to encourage potential customers to buy the products. Genre analysis, on the other hand, is relatively new areas of linguistic analysis. Activities that take place in a professional setting are explained by genre analysis. Seven moves are explained by UAE's (1993) model. Move one explains the primary objective of this brochure.

The second move explains precisely what the brochures say; the term for this is "describing method. “The brochure is summarized in Move 3, and it is concluded in Move 4.Models from two seemingly distinct but strongly related areas of linguistics action—specifically, item and self-publicizing through sales promotion letters and requests for employment—are needed to understand how sales promotion letters work in genre identification. In any case, the part of the communicative reason that is identified and depicted in sales promotion letters is decided. A deals advancement letter is an unconstrained Letter directed to a picked assembling of inescapable clients (they may be individuals or associations) to persuade them to buy the thing. Last but not least, clinical brochures are distributed in places where there are a lot of people present to get by them, given out on occasions, or sent directly to potential customers. Travel brochures designs in UAE contain information about traveling. Holloway and Plant (1998) and Andric (2005) examined the fact that customers of the travel industry rely on the information that is found in brochures to discover a potential attraction to visit, advice about objectives, and future planning through the use of venture out brochures, according to Wicks and Shutter stock (1991).According to Andhatia (1993), John Swales' definition of genre is that it is "a communicative event described by a set of communicative purpose(s) recognized and commonly understood by the individuals from the expert or academic community in which it regularly occurs." The communicative reason is an important part of UAE's definition of genre because it includes the set communicative purposes as an actual communicative event. In addition, the communicative purposes serve to divide a text into a number of parts, which UAE refers to as moves, and establish the general measures for that text. The genre analysis model for letters of sales promotion was developed by UAE (1993).The purpose of the sales promotion letters is to persuade potential customers to purchase particular products. The self-promotion letter is the primary link between the vendor and the customer; the customer doesn't expect the letter to arrive, so one goal is to get him to read it.

Objectives of the Study:

v  The following are the objectives of this study: to determine the dental brochures' schematic structures.

v  To determine whether these dental brochures adhere to the specified communication objectives of a sales promotion letter.

Questions for Research:

v  The following research questions have been formulated to meet the objectives:

v  What are the dental brochures' schematic structures?

v  Do the dental brochures adhere to the clearly defined communication objectives of a sales promotion letter?

Significance of the Study:

This study is important because companies have come to rely on advertising for product marketing in recent decades. Brands compete because there is a complicated set of relationships between buyers and signs and because the sale of a product depends on a good advertisement. This study focuses on the structure of UAE dental brochures to learn how they are designed by UAE  brochure designers to promote their products. In addition, this study fills a void in the fields of genre analysis and advertising. Future researchers in dentistry, genre analysis, and advertising will benefit from it.6According to Kothari (1990), qualitative research "is concerned with the qualitative phenomenon, i.e., phenomena relating to or involving quality or kind," so this study employs the qualitative research methodology. It is a deductive method that examines six dental brochures to determine their structure. The dental brochures are the primary data source. The information is gathered from the drug agents, dental facilities, and clinical stores through non-arbitrary testing methods.