Cross-Cultural Linguistic Analysis of Persuasive Techniques in Shark Tank

Abstract

The present study evaluates the application of William McGuire's Model of persuasion (1968) on Talk Shows from a cross-cultural view. Selected episodes from "Shark Tank" show in its two versions (the American and the Saudi) are transcribed and analyzed to identify the persuasive steps and techniques used by the participants in order to examine how persuasion works in the two different cultures. Results show that McGuire's model was 50%applied in the American version. Also, the Americans' style of persuasion was characterized by low context meaning, direct speech, linear themes, formal language, verbal techniques oriented, display feelings and creative thinking. On the other hand, McGuire's model of persuasion was 25% applied in the Saudi version. The Saudis' style of persuasion was characterized by high context meaning, indirect speech, non-linear themes, informal language, nonverbal techniques, partly conceals feelings and Simi creative thinking.