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Published 19/3/2025
http://doi.org/10.332.34/SSR.21.7
Antonious Samir Mounir
Vitebsk State University
Abstract
Our task is to investigate the linguistic use of punctuation marks in digital advertising texts
throughout three different cultures: Belarus, Egypt, and the UK. Our objectives are not only to
understand the linguistic role of punctuation marks and their impact on message clarity but also to
identify cultural differences in punctuation usage and to determine the practical implications for
advertisers and marketers. We applied a qualitative and quantitative methodology research design;
particularly, we conducted content analysis and utilised frequency counts to enhance the
robustness of our findings. We analysed two cases of each culture to understand the linguistic
implication of punctuation marks in each language. Additionally, we explored how punctuation
affects the overall message of an advertisement and influences consumers to take action, including
purchasing goods or utilising services. Our study’s findings have both linguistic and practical
implications. Our analysis shows that punctuation reflects cultural communication styles, which
advertisers can use to create messages that are more effective. We identify distinct usage patterns:
English advertisements prioritise clarity with frequent full stops and moderate commas, while
Arabic ads favour fewer full stops, using commas and dashes for fluidity. Belarusian
advertisements employ exclamation marks to convey excitement and urgency. Our research
impacts our comprehension of the linguistic role of punctuation marks in digital advertising texts,
as well as it is beneficial for advertisers and marketers to adhere their ads to the proper linguistic
rule for applying punctuation marks to generate well-structured advertising ads, aiming to enhance
the effectiveness of advertisements by ensuring clarity.
Keywords: Punctuation marks, digital advertising, linguopragmatics, cross-cultural
communication, marketing implications, linguistic analysis, communication styles, exclamation
marks, full stops, commas