Abstract: This study examines the use of visual and linguistic metadiscourse markers in academic posters of private
schools in Jordan and their role in persuasion. To this end, the study analyses a corpus of 40 advertisements
for the use of visual and linguistic metadiscourse markers. The advertisements were published between
2019 and 2023 and were chosen randomly. The data were analysed qualitatively following Kumpf’s (2000)
framework of visual metadiscourse and Kenyland Hyland (2005) model of linguistic metadiscourse. The study
compared the use of visual and linguistic metadiscourse markers in the academic posters and examined how
the use of these metadiscourse markers plays a crucial role in the process of persuasion and in encouraging
parents to choose a particular school over another. The results showed that all types of visual metadiscourse,
particularly attraction, convention and consistency, were highly marked in the data examined. The results
also showed that directives had the highest frequency compared to other linguistic metadiscourses and were
used as essential elements of persuasive language. The study concluded that the role of visual and linguistic
metadiscourse in reflecting the goals of academic institutions, engaging audiences, and attracting parents’
interest cannot be ignored and plays an effective role in persuasive writing. The study holds implications
for advertising effectiveness, emphasizing cultural sensitivity, strategic appeal deployment, and continuous
adaptation. Acknowledging limitations in sample size and temporal specificity, the study recommends a
balance of explicit and implicit information, exploration of humor, and collaborative research initiatives for
industry growth.