Pragmatic Strategies in Digital Advertising: A Study of Phenom Affiliate Marketing

Abstract

This paper explores the digital marketing strategies employed by Phenom, an affiliate marketing business, through a pragmatic analysis of three selected advertisements. In a period of rising economic hardship and unemployment, Phenom positions itself as a solution for individuals seeking supplementary income streams. The advertisements target various demographics—students, stay-at-home parents, civil servants, and entrepreneurs—using linguistic and rhetorical strategies to evoke urgency, aspiration, and relatability. This study analyzes the pragmatic features of the advertisements, such as deontic modality, implicature, and persuasive appeals, to evaluate their effectiveness in engaging audiences. Employing qualitative content analysis and discourse analysis, the research situates the findings within the socio-economic context of Nigeria, where such opportunities are increasingly relevant. While the adverts effectively utilize culturally and emotionally resonant language, they lack transparency regarding the specific benefits and earning mechanisms offered by Phenom. Recommendations include the integration of clearer, evidence-based messaging and user testimonials to improve credibility and trust. The findings contribute to the broader discourse on the interplay between language, marketing, and economic empowerment in developing nations, offering actionable insights for affiliate marketing platforms.