Dissertations / Theses on the topic 'Persuasive Advertisements'
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Polacek, Scott Robert. "Peripheral Cues or Persuasive Arguments? An examination of print advertisements from an ELM perspective." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1337825572.
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Gustafsson, Maja. "Metadiscourse in advertising : Persuasion in online advertisements of makeup brands." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-71585.
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E-commerce has exploded and with that also advertisements online. To get customers to stay as customers with your company, advertisements become more and more persuasive. To measure this persuasion metadiscourse has been used as a method for this investigation. The aim of this paper is to find out the ways companies use language and discourse to entice customers and keep them buying products. The material chosen for this investigation was advertisements extracted from web pages of make-up brands. Hyland´s categories of metadiscourse were used to extract the relevant features from the advertisements. The results were that all advertisements that had metalinguistic features were also persuasive. Persuasive language occurs as boosters, engagement markers and self-mentions. Also, the metalinguistic features that occur in this investigation are the three categories mentioned above. Further investigation into this topic would be to only view editorial parts of advertisements which most likely will broaden the results within all categories from Hyland´s view of metadiscourse.
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Sofia, Karlsson. "Advertising as Discourse : A study of print advertisements published in The New Yorker." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45406.
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In this thesis, I am concerned with the language of advertising. By analyzing advertising from a discourse perspective, this paper further examines the context of communication and the participants’ roles in the context. This study focuses on commercial advertising, based on the assumption that the intended meaning of the advertiser is to persuade the viewer to perform a purchase. Therefore this study observes persuasive messages and how they are presented in advertising. To analyze and compare real texts from a discourse perspective present an opportunityto examine social changes that might have taken place in a society due to different temporal settings. The social changes are examined by comparing assigned gender roles in advertisements published in 1956 and advertisements published in 2014. The material consists of a total of eleven transcripts description of printed advertisements collected from The New Yorker. The examples used for this study have been hand picked to illustrate theories described in the background, such as those provided by Leech (1966), Hermerén (1999), Romaine (1999), Cronin (2000) and Hillier (2004). The framework for the analysis is based on Leech’s (1966) concept of primary and secondary situations with corresponding primary and secondary participants. The findings suggest that advertisers can persuade the viewer by addressing the viewer directly and by using exophoric references, or by inserting secondary participants to convey the message. In addition, the assigned role of women seems to have changed more than the assigned role of men in advertising discourse.
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Marisha, Daniels Ashley. "EXPLORING ADVERTISEMENTS: THE EFFECTS OF HARD-SELL AND SOFT-SELL ADVERTISEMENT APPEALS ON TRANSPORTATION." Cleveland State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=csu1530195903610546.
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WU, Yan. ""Seeing is believing?" : a persuasion knowledge model on attitudinal evaluations in advertisements." Digital Commons @ Lingnan University, 2009. https://commons.ln.edu.hk/mkt_etd/2.
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This study examines the effects of individuals' beliefs about persuasion tactics (i.e., persuasion knowledge) evoked in an advertisement on their attitudes toward the advertisement and the advertised brand. Drawing on persuasion knowledge theory, this thesis develops a conceptual model that argues how ad image incongruence, defined as an inappropriate match-up between model type (western versus local) and advertised product category (western product category versus local product category) featured in advertisements, leads to the use of persuasion knowledge, which in turn affects attitudinal evaluations. A series of experimental studies were conducted. The results suggest that individual’s use of persuasion knowledge mediates the effect of ad image incongruence on ad attitude.
This research contributes to a better understanding of the effectiveness of advertisements in a globalized marketing communication context. First, it empirically investigates how people react to different ad appeals by using persuasion knowledge. Second, it tests the moderating role of ad skepticism which then offers implications to the extension of persuasion knowledge theory. Further, it has managerial implications by identifying conditions when and why local vs. western culture ad positioning strategies tend to be more effective. Convenience students sample was used in two experimental search studies. Additional survey was conducted to test the conceptual model directly and to complement the results of experimental studies. Limitations will be discussed.
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Bhatla, Sunil. "Product knowledge : causal inferences about its effect on advertisement processing and persuasion /." The Ohio State University, 1991. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487684245465188.
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Carmichael, Pamela L. "Persuasion by association : a content analysis of cigarette advertisements aimed at the youth market /." Online version of thesis, 2004. http://hdl.handle.net/1850/11800.
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Pelos, Ellen S. "The Influence of Advertisement Music on Gender Identity and Sex Stereotyping in Young Girls." Scholarship @ Claremont, 2016. http://scholarship.claremont.edu/scripps_theses/772.
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This paper proposes a study that investigates whether manipulating pitch and tempo in children’s toy advertisement music has an effect on gender identity and sex stereotyping in preschool-aged girls. This particular intersection between advertisement, persuasion, gender identity, and sex stereotyping scholarship has not yet been explored. However, past research does suggest that high pitch and fast tempo have a significant positive impact on mood and arousal, two factors associated with more susceptibility to persuasive messages. The 3- to 4-year-old female participants will be randomly assigned to one of the nine advertisement conditions. The music in the ads for each condition will contain a combination of pitch variation (high, medium, or low pitch) as well as a tempo variation (fast, medium, or slow tempo) to create a fully-crossed design. The dependent variables, gender identity and sex stereotyping, will be measured in the lab before and after a 2-week period in which the the advertisement stimuli will be presented in the children’s homes. Based on previous research, higher pitch and faster tempo are expected to be associated with more stereotypical gender identity and more sex stereotyping in participants.
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Melo, Laura AngÃlica Godoi de. "Os mecanismos de persuasÃo na preservaÃÃo das faces em interaÃÃes verbais nos anÃncios publicitÃrios de alimentos." Universidade Federal do CearÃ, 2010. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=8500.
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nÃo hÃOs estudos sobre a polidez lingÃÃstica apesar de amplos em diversas situaÃÃes de interaÃÃo verbal parecem escassos quando na Ãrea da publicidade Este trabalho visa compreender como se dÃo as relaÃÃes interacionais nesse meio como os anunciantes usam seus textos com a finalidade de evitar situaÃÃes de ofensas e de buscar uma interaÃÃo fluida e harmÃnica jà que as relaÃÃes sociais estabelecidas em textos publicitÃrios podem parecer tÃo confusas e propensas à mà compreensÃo ou a desentendimentos A pesquisa busca descrever como os textos presentes em anÃncios de alimentos desenvolvem a persuasÃo e focalizar as suas produÃÃes de estratÃgias de polidez e preservaÃÃo da face como uma das formas de introduzir manter e finalizar a interaÃÃo Para isso foram selecionados 40 anÃncios de alimentos retirados de revistas e sites da internet realizadas em 2008 2009 Embasaram a teoria e anÃlises presentes os modelos teÃricos da polidez de Brown e Levinson (1987) mas buscou-se um viÃs sociointeracionista nÃo contemplado nos referidos trabalhos Os resultados apontaram para uma organizaÃÃo social desenvolvida em parte pela apropriaÃÃo do gÃnero e em parte pelas relaÃÃes de venda e de afetividade gerados pelo evento comunicativo e pelo gÃnero anÃncio Os resultados expostos evidenciaram a emergÃncia e consolidaÃÃo do gÃnero comunicativo anÃncio marcado dentre outras coisas por um comportamento polido mais compensatÃrio do que preventivo
Studies on linguistic politeness although large in many situations of verbal interaction seem scarce when in advertising This work aims to understand how the interactional relations in that environment as advertisers use their texts in order to prevent situations of abuse and seek a smooth harmonious interaction as the social relations in advertising copy can seem so confusing and prone to misunderstandings or disagreements The research seeks to describe how the texts present in food advertisements persuasion develop and focus their production strategies for the preservation of face and politeness as a way to introduce maintain and terminate the interaction For this, we selected 40 food advertisements taken from magazines and Web sites during 2008 2009 Based the theory analysis and present the theoretical models of politeness of Brown and Levinson (1987) but aimed a bias sociointeractionist not included in the work The results point to a social organization developed in part by appropriating the genre and in part by selling relationships and emotion generated by the communicative event and the genre listing The results displayed highlighted the emergence and consolidation of communicative genre listing marked among other things a polite more compensatory than preventive
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Park, Meung-Guk. "Effective public service advertisements for Special Olympics organizations to attract prospective volunteers an elaboration likelihood perspective /." Connect to resource, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1124232943.
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Thesis (Ph. D.)--Ohio State University, 2005.Title from first page of PDF file. Document formatted into pages; contains xv, 170 p.; also includes graphics. Includes bibliographical references (p. 128-146). Available online via OhioLINK's ETD Center
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Lemos, Carolina Lindenberg. "Entre expressões e conteúdos: do semissimbolismo às categorias tensivas." Universidade de São Paulo, 2010. http://www.teses.usp.br/teses/disponiveis/8/8139/tde-30042010-121008/.
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A noção de semissimbolismo trouxe para a semiótica da Escola de Paris a possibilidade de um estudo mais sistemático das contribuições da expressão para o sentido do texto. A partir de então, foi possível reconhecer categorias no nível da manifestação textual que eram homologadas a pares de oposição no conteúdo. Apesar do ganho teórico que representou, o semissimbolismo guardava ainda limitações, principalmente porque estabelecia relações transitórias e contingentes, que não permitiam uma comparação entre objetos distintos. Com os desenvolvimentos da semiótica tensiva, novas perspectivas de relacionar expressão e conteúdo foram abertas. Ao se valer de termos vindos de componentes expressivos, a semiótica de Claude Zilberberg propôs categorias suficientemente gerais para que fossem aplicáveis aos dois planos da linguagem. Assim, tudo ocorre como se as categorias semissimbólicas, que formavam pares específicos para expressão, de um lado, e conteúdo, de outro, encontrassem na semiótica tensiva o termo complexo que reúne as categorias de cada plano num nível mais abstrato de análise. Tomando como objeto um conjunto de filmes publicitários, o presente trabalho propõe testar e estender os usos da semiótica tensiva, a fim de investigar (i) de que forma a tensividade está presente nas categorias semissimbólicas; (ii) como o instrumental teórico da semiótica tensiva poderia ser aplicado tanto a categorias do conteúdo quanto a categorias da expressão; (iii) quais elementos da expressão seriam relevantes na composição da cifra tensiva dos textos que compõem o nosso corpus; e (iv) como se pode partir diretamente de figuras da expressão e do conteúdo para a análise tensiva, sem que seja necessário fazer uso das categorias semissimbólicas. A natureza sincrética dos anúncios estudados traz questões acerca da relação entre as diferentes dimensões expressivas (musical, verbal, visual). Da análise de cada filme pudemos extrair generalizações sobre o conjunto dos anúncios que revelaram (i) suas semelhanças e diferenças em relação ao uso da câmera e da música, (ii) o papel desempenhado pelos elementos repetitivos na cifra tensiva e (iii) uma estrutura de clímax comum a todas as peças. Em nossas conclusões, voltamos à relação entre expressão e conteúdo para, somada às generalizações traçadas, apresentar uma forma de interação entre os planos da linguagem nos quadros da semiótica tensiva.In the framework of French Semiotics, the concept of semisymbolism enabled a more systematic study of the contributions of the expression to the meaning in texts. It became possible to recognize categories on the level of manifestation of texts that would then be homologated to opposing pairs in the content. Though it meant a great theoretical gain, semisymbolism still had limitations, mainly because the relations it established were contingent and transitory, and, therefore, did not allow for a comparison between different objects. With the developments of the Tensive Model, new ways of relating expression and content were envisaged. Borrowing terms from the expression component, Claude Zilberberg proposed categories that were sufficiently broad to be applied to both planes of the linguistic sign. Under this new perspective, the tensive categories could be seen as the complex term that would link, on a more abstract level, the semisymbolic categories for the expression, on the one side, and for the content, on the other. Having as object of analysis a set of advertisement films, this study proposes to test and extend the uses of the Tensive Model, with the purpose of investigating (i) how tensive categories underlie the semisymbolic ones; (ii) how to apply the theoretical tools of Tensive Semiotics to both content and expression; (iii) which elements of the expression may be relevant to the constitution of the tensive curve of the texts that compose our corpus; and (iv) how to go directly from the figures of expression and content to the tensive analysis, without resorting to semisymbolic categories. The syncretic nature of the advertisements selected raises questions on the relation between different expressive dimensions (musical, verbal, visual). From the analysis of each film, we were able to make generalizations on the group of advertisements that emphasized (i) their differences and similarities in relation to the use of camera and music, (ii) the role played by repetitive structures in the tensive curve, and (iii) the climax structure common to all the films. In our conclusions, we returned to the relation between expression and content, in the light of the generalizations proposed, to present a new form of interaction between the two planes of the linguistic sign in the perspectives of Tensive Semiotics.
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Melo, Laura Angélica Godói de. "Os mecanismos de persuasão na preservação das faces em interações verbais nos anúncios publicitários de alimentos." www.teses.ufc.br, 2009. http://www.repositorio.ufc.br/handle/riufc/8837.
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MELO, Laura Angélica Godói de. Os mecanismos de persuasão na preservação das faces em interações verbais nos anúncios publicitários de alimentos. 2009. 110f. – Dissertação (Mestrado) – Universidade Federal do Ceará, Departamento de Letras Vernáculas, Programa de Pós-graduação em Linguística, Fortaleza (CE), 2009.Submitted by Márcia Araújo (marcia_m_bezerra@yahoo.com.br) on 2014-08-21T14:45:45Z No. of bitstreams: 1 2009_dis_lagmelo.pdf: 4504144 bytes, checksum: a171a62f0f562b2602fa93196563e751 (MD5)
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Studies on linguistic politeness although large in many situations of verbal interaction seem scarce when in advertising This work aims to understand how the interactional relations in that environment as advertisers use their texts in order to prevent situations of abuse and seek a smooth harmonious interaction as the social relations in advertising copy can seem so confusing and prone to misunderstandings or disagreements The research seeks to describe how the texts present in food advertisements persuasion develop and focus their production strategies for the preservation of face and politeness as a way to introduce maintain and terminate the interaction For this, we selected 40 food advertisements taken from magazines and Web sites during 2008 2009 Based the theory analysis and present the theoretical models of politeness of Brown and Levinson (1987) but aimed a bias sociointeractionist not included in the work The results point to a social organization developed in part by appropriating the genre and in part by selling relationships and emotion generated by the communicative event and the genre listing The results displayed highlighted the emergence and consolidation of communicative genre listing marked among other things a polite more compensatory than preventive.
Os estudos sobre a polidez lingüística apesar de amplos em diversas situações de interação verbal parecem escassos quando na área da publicidade Este trabalho visa compreender como se dão as relações interacionais nesse meio como os anunciantes usam seus textos com a finalidade de evitar situações de ofensas e de buscar uma interação fluida e harmônica já que as relações sociais estabelecidas em textos publicitários podem parecer tão confusas e propensas à má compreensão ou a desentendimentos A pesquisa busca descrever como os textos presentes em anúncios de alimentos desenvolvem a persuasão e focalizar as suas produções de estratégias de polidez e preservação da face como uma das formas de introduzir manter e finalizar a interação Para isso foram selecionados 40 anúncios de alimentos retirados de revistas e sites da internet realizadas em 2008 2009 Embasaram a teoria e análises presentes os modelos teóricos da polidez de Brown e Levinson (1987) mas buscou-se um viés sociointeracionista não contemplado nos referidos trabalhos Os resultados apontaram para uma organização social desenvolvida em parte pela apropriação do gênero e em parte pelas relações de venda e de afetividade gerados pelo evento comunicativo e pelo gênero anúncio Os resultados expostos evidenciaram a emergência e consolidação do gênero comunicativo anúncio marcado dentre outras coisas por um comportamento polido mais compensatório do que preventivo.
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Hoekstra, Anne-Lotte. "Up next: Recommended for you by YouTube : A case study analysis on the implications of YouTube’s advertising-based business model on the US 2016 presidential elections." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-272105.
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The information technology revolution has completely changed the world economy. This industry that has revolutionized many aspects of social life, created an incredible amount of jobs, and generated an enormous amount of wealth, has been growing exponentially fast since the beginning of this century. Billions of people all over the world tap into the various services and products that have sprung from this information technology revolution. While these products and services have undisputedly enabled incredible features that previous generations could only have dreamt of, it might be time to take a step back and analyze the various aspects of some of these products and services in terms of their societal value and business models. Many of the social media platforms that exist today promise a free access to content and information, and the world has grown so accustomed to this, that the dynamics behind this promise of free access are often overlooked. Data from users is being collected on social media platforms and sold to interested parties like advertisers, who in turn can create customized and targeted ads that will be displayed on these same social media platforms. This is the simple exchange that fuels the advertisement-based business models of many of these platforms. Awareness and understanding around the workings of this business model is growing, but it seems interesting to illustrate a better picture of what implications these business models fueled by data have on our society. Specifically, this research aimed at answering the question: What are the implications of the advertisement-based business model of YouTube in relation to the 2016 presidential elections of the United States? Through an extensive literature review, as well as a case study analysis, this research reported various implications of the business model of YouTube that were discussed both in light of their relevance to the specific political event mentioned in the research question, as well as in light of larger overarching institutions like democracy.Informationsteknologirevolutionen har förändrat världsekonomin helt. Denna industri som har revolutionerat många aspekter av det sociala livet, skapat en otrolig mängd arbetstillfällen och genererat en enorm mängd rikedom har vuxit exponentiellt snabbt sedan början av detta århundrade. Miljarder människor över hela världen utnyttjar de olika tjänsterna och produkterna som härrör från denna informationsteknologirevolution. Även om dessa produkter och tjänster otvivelaktigt har möjliggjort otroliga funktioner som tidigare generationer bara kunde ha drömt om, kan det vara dags att ta ett steg tillbaka och analysera de olika aspekterna av vissa av dessa produkter och tjänster när det gäller deras samhällsvärde och affärsmodeller. Många av de sociala medieplattformarna som finns idag lovar en fri tillgång till innehåll och information, och världen har blivit så vana vid detta att dynamiken bakom detta löfte om fri tillgång ofta förbises. Data från användare samlas in på sociala medieplattformar och säljs till intresserade parter som annonsörer, som i sin tur kan skapa anpassade och riktade annonser som kommer att visas på samma sociala medieplattformar. Detta är det enkla utbytet som drivs av reklambaserade affärsmodeller för många av dessa plattformar. Medvetenhet och förståelse kring hur denna affärsmodell fungerar växer, men det verkar intressant att illustrera en bättre bild av vilka konsekvenser dessa affärsmodeller drivs av data har på vårt samhälle. Specifikt denna forskning syftar till att besvara frågan: Vilka är konsekvenserna av den annonsbaserade affärsmodellen för Youtube i samband med USA: s presidentval 2016? Genom en omfattande litteraturöversikt, såväl som en fallstudieanalys, rapporterade denna forskning olika implikationer av affärsmodellen på Youtube som diskuterades både mot bakgrund av deras relevans för den specifika politiska händelsen som nämns i forskningsfrågan, liksom i ljuset av större övergripande institutioner som demokrati.
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Aliotte, Juliana Fontes. "A persuasão na propaganda de alimentos transgênicos: uma abordagem sistêmico-funcional." Pontifícia Universidade Católica de São Paulo, 2014. https://tede2.pucsp.br/handle/handle/13696.
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This survey compares, from the critical point of view, how persuasion is used in two texts: one in favor and one against transgenic food. With this in mind, it analyzes the arguments presented to make this persuasion effective. Methodologically, the survey is based on the SFG, especially on the Appraisal system, as well as on the extensions that arose from this proposal, which will be explained herein. The ways used to persuade make use of complex procedures that take advantage of the richness of human behaviors. The act of persuading is, in general terms, an alternative to the use of physical violence, according to Breton (2003), despite a different way of physical violence exercised by coercive means. Ways to convince can also, in this perspective, be discreetly used in a way that the other person does not even notice he/she is being the object of a request. And how can one implicitly persuade the other without using words usually considered evaluative? The Systemic Functional Grammar proposes a reticular system of descriptions of semantic options to evaluate people, things and phenomena known as Appraisal that involves the notion of tokens of attitude to define the way through which the experiential meaning can be saturated in evaluative terms, that is, in interpersonal terms. This work must answer the following questions: (a) how is persuasion used in the text in favor of transgenic food and how is it used in the text against transgenic food? (b) In which situations does the explicity or the implicity of such persuasion predominate? (c) Which additional resources are used to contribute to the persuasive process?
Esta pesquisa compara, sob o ponto de vista crítico, os modos como é feita a persuasão em dois textos: um pró- e outro anti-alimentos transgênicos. Para tanto, examina a validade dos argumentos apresentados na efetivação da persuasão, com o apoio teórico-metodológico da Gramática Sistêmico-Funcional (GSF). Os meios utilizados para persuadir colocam em ação procedimentos complexos, utilizando a riqueza dos comportamentos humanos, em que o ato de persuadir apresenta-se, de uma maneira geral, como uma alternativa ao uso da violência física, diz Breton (2003), embora uma forma diferente da violência física, efetivado por meios coercitivos. Os meios de convencer podem também, nessa perspectiva, ser acionados de maneira discreta e até sem que o outro saiba que está sendo objeto de uma solicitação. E como se fará a persuasão de maneira implícita, sem o uso de termos normalmente considerados avaliativos? No bojo da GSF, há a proposta de um sistema reticular de descrições de opções semânticas para avaliar pessoas, coisas e fenômenos, conhecida como Appraisal, (traduzido por Avaliatividade), que envolve a noção de token de atitude para denominar o modo pelo qual o significado experiencial pode ser saturado em termos avaliativos, ou seja, interpessoais. A pesquisa deve responder às seguintes perguntas: (a) como é feita a persuasão no texto pró-alimento transgênico e no texto anti-alimento transgênico? (b) Em que situações predominam a explicitude ou a implicitude dessa persuasão? (c) que outros recursos contribuem no processo persuasivo?
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Renton, Michelle Susan. "Influencing consumer perceptions of a social issue: an experiment on the effects of credibility of the source, message sidedness and inward/outward focus on consumer attitudes toward genetically modified foods." Thesis, University of Canterbury. Management, 2008. http://hdl.handle.net/10092/874.
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This thesis aims to increase understanding of New Zealand consumer reactions to messages promoting genetically modified food products (GMFs) and to determine how the manipulation of three persuasion variables, message sidedness, source credibility and inward vs. outward focus impact upon consumer attitudes. To achieve this aim, the study integrated two frameworks, Bredahl's, (2001) determinants of attitudes towards GMFs and Wansink and Kim's, (2001) strategies for educating consumers about GMFs, into a new model. To empirically examine the model, a web-based experiment using a 2x2x2 between-subjects factorial design was conducted. The experiment exposed participants to one of eight treatment groups containing a promotional message for Genetically Modified foods. The participants then completed an on-line questionnaire detailing their responses to the messages. A total of 380 useable questionnaires were collected from a national sample of consumers and analysed using ANCOVA. The results of the study suggest that the outwardly focused, two-sided message was more powerful at lowering perceptions of risks, raising perceptions of benefits and positively influencing attitudes toward the ad than either the one-sided, outwardly focused message, or the inwardly focused messages of either sidedness condition. For purchase intentions individual differences appeared to be of greater influence than message factors.
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John, Kevin Kimball. "Adolescent Interest in Alcohol Responsibility Messages: The Message Matters." Diss., CLICK HERE for online access, 2009. http://contentdm.lib.byu.edu/ETD/image/etd3204.pdf.
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Chiu, Yi-Ting, and 邱怡婷. "A Linguistic Analysis of Persuasive Strategies in Print Advertisements in Taiwan's Magazines." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/07721932211383129621.
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碩士國立臺灣師範大學
英語學系
100
Ad language, which is regarded as a distinctive type of discourse, has long been a hot issue under investigation on the basis of its creativity and innovation. Although there are a considerable number of researches dealing with the features shown in ad language from the field of mass media, little attention has been paid to the persuasive strategies from a linguistic perspective. Moreover, there is hardly any study comprehensively incorporating all of the linguistic subfields in the analysis of ad discourse. This thesis aims to investigate the persuasive strategies exploited in print ads in Taiwan’s magazines. The data in the present study are collected from Global Views, Common Wealth, Education/ Parenting/ Family Lifestyle, My Home, and Next Magazine. All units of analysis are categorized into phonological, morphological, collocational, syntactic, semantic, pragmatic, and other strategies from a linguistic perspective. Among all of the single-strategic units, pragmatic strategy is the most commonly adopted compared with those from other categories. In terms of each type of sub-strategy, it is found that presupposition is the most ubiquitous strategy in ads since it is designed to transmit more information than consumers can be aware of within limited time and space. What follows presupposition is metaphor. Its easily-designed nature and concretizing function lead to its popularity. Reported speech and implicature are also frequently adopted based on their high efficiency in transmitting information. Imperatives are also favored due to their semantic transparency in encouraging consumers to buy the products. In addition, the popularity of code-switching cannot be neglected because of its function to increase the probability of sensory input. Based on these findings, it is concluded that strategies commonly observed in single-strategic units are all message-oriented strategies in that they can increase the salience of messages, transmit information with high efficacy, or make ads more concrete and thus more reader-friendly. As far as the combinational patterns are concerned, it is observed that the pattern “repetition + parallelism” is not only the most common double-strategic combination but also displays the highest potential in integrating with other strategies. In addition, “rhyme + repetition + parallelism” is also very prevalent in triple-strategic tokens. We conclude that the structure-oriented nature of rhyme, repetition, parallelism results in their high frequency in multiple-strategic units. Their poverty in expressing new messages but high potential in beautifying the rhythm, strengthening the voice of utterances, adorning the structure of language, and increasing the memorability of ads give rise to their high tendency to actively collocate with other strategies instead of standing alone.
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SHENG, JHAN-BI, and 詹弼勝. "The influence of body copy on the persuasive effect of print metaphoric advertisements." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/30799478271541848493.
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碩士國立臺灣科技大學
設計研究所
94
Along with the prevalence of print metaphoric advertisements, the viewers have better abilities to understand those advertisements. Therefore, currently many print metaphoric advertisements have omitted explanations on the body copy and viewers have to arrive at the answers by themselves. However, by observing the behaviors of the viewers, we can realize that the body copy is one of the important mechanisms to help absorb advertising messages. If body copy exists, viewers do not seem to evade the body copy and arrive at the answers by themselves. Therefore, this research adopts the experimental approach to study the impact of body copy on the persuasive effect of print metaphoric advertisements, and use the manipulation of graphics and body copy to examine the impact on advertising attitudes, brand attitudes, comprehension, interests with/without body copy or when the graphic and body copy metaphor are different. The research results indicate that ‘relevant body copy’ leads to better advertising attitudes and brand attitudes than ‘non-body copy’. Besides, ‘relevant body copy’ also leads to better advertising attitudes and brand attitudes than ‘characteristic body copy’. This research did not succeed in manipulating the difficulties of graphic handling. We will review the reason why it didn’t succeed and provide the method of improvement.
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Torto, Richard Torgbor. "An analysis of persuasive elements in the English of advertisements in newspapers in Ghana." Thesis, 2019. http://hdl.handle.net/10500/25879.
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Text in EnglishAdvertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect.
Linguistics and Modern Languages
D. Phil. (Language, Linguistics and Literature)
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Mokgomole, Koketso Eugene. "The translation of persuasive advertisements from English into Sepedi: the effect of linguistic and cultural anisomorphism." 2015. http://encore.tut.ac.za/iii/cpro/DigitalItemViewPage.external?sp=1001911.
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M. Tech. Language PracticeThe activity of translation has a long-standing tradition and has been widely practiced throughout history, but in the rapidly changing world, its role has become of paramount importance. Advertising, as the engine of commerce, plays a critical role in the success of a company in this increasingly commercialized society. He further points out that in the age of global economy, effective translations can be crucial when businesses are targeting a foreign market. The purpose of the study was to explore the effect translation has on the "persuasiveness" of an advertisement, or what is left thereof, after it has been translated from the source language into the target language - in this case from English to Sepedi. Specifically, the study sought to identify a workable approach within which a translator can maximally operate in translating persuasive advertisements from English to Sepedi.
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Dube, Shumirai. "The form and communicative impact of Shona advertisements: a discourse analytical approach." Diss., 2008. http://hdl.handle.net/10500/1897.
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This study sought to investigate and to record any recurring patterns in the form and communicative impact of Shona advertisements. Motivation to carry out the study came from a realisation of a growing interest in using the Shona language for advertising and the fact that very few studies have been done on Shona advertisements. For methodology, examples of Shona advertisements were qualitatively analysed using some communications and discourse analysis approaches of the speech act theory and text linguistics. A structured interview with advertising agencies randomly selected and a questionnaire on the impact of advertisements were also used. The findings of the research included that Shona was used in advertisements in order to reach out to the majority of the Zimbabwean population. In addition, Shona was also found to have been developed enough to handle formal issues like advertisements. This finding further shows that Shona advertisements reflect an instance of diglossia leakage from Shona L(ow) to Shona H(igh). Another finding is that Shona advertisements reflect some characteristics of the Shona speech community in form. These include code-switching, slang and word- division problems. An innovation in code-switching noted in some Shona advertisements is the use of three languages, namely, English, Shona and Ndebele in one advertisement. It was also established that everything about the elements of Shona advertisements communicate. For instance, the message may be visual, tactile and olfactory. It also emerged that the Shona commercial advertisements had a presenting and a hidden agenda at the same time. To achieve this the advertisements used persuasive techniques such as advertising claims, cultural hooks and personalities as spokespersons. It was also noted that most readers of advertisements do not interpret them up to the hidden persuaders but end with the direct meaning. On the other hand the Shona advertisements that gave information such as health issues have no hidden agenda. One recommendation made is that advertisements be read and studied to raise the level of awareness about the persuasive techniques used in order to distinguish between misleading advertising and those that give useful information. Some recommendations were made for future research such as carrying out similar studies of informal Shona advertisements, advertisements by n'angas/inyangas (traditional healers), prophets and political campaigns.African Languages
M.A. (African Languages)
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Hughes, Andrew Gary. "The relationship between advertisement content and pacing on emotional responses and memory for televised political advertisements." Phd thesis, 2014. http://hdl.handle.net/1885/155954.
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Political advertising remains the most dominant method of political communication in the world as it is the most effective way of communicating the promise of exchange to the political market. Without a doubt the single most important, expensive and well used method of political advertising is televised political advertising. It is also an area of increasing public policy concern over the perceived impact that it is having on society's perceptions of the democratic process, institutions and stakeholders. This is especially so for negative advertising which may very well be creating a negative attitude in voters towards political offerings of exchanges, brands, institutions and stakeholders that may not be reflective of reality. Yet little research has examined if this is true and little is known about whether or not voters respond emotionally to televised political advertising, and if this response influences their memory and arousal to the message. Even more broadly how political advertising is influencing the response to the communication of political exchanges in the context of an offering of value and one of loss, and how this influences emotional response to brands, is still not yet fully understood. This thesis will therefore examine what political promise of exchange when communicated using television advertising, either of value or loss, is best remembered by voters. This will help understand how political advertising is affecting voters' memory of political exchanges and attitude to brands. It will use psychophysiological measures of skin conductance and heart rate to measure how voters respond to different types of political messages that vary on two important variables: message structure, in this thesis pace, which can influence the perceived information complexity and content of a message; and valence or if the message is negative or positive in content. This will further knowledge and understanding about whether or not negative and positive advertising (that varies by pace) is affecting the emotional responses of voters to the point where they become more aroused and better remember political messages.
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Meng, Zheng-Dian, and 孟政典. "The Basic Model of Utility Enhancing Persuasive Advertisement and R&D." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/h63tc7.
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碩士國立臺灣大學
經濟學研究所
105
Both persuasive advertisement and R&D will enhance the utility of consumer. In the persuasive advertisement and enhancing R&D literature, persuasive advertisement is not distinguished from R&D. This paper considers the difference between these two behaviors. The key point is that the enhancement of utility due to persuasive advertisement is sustainable because it does not make the product better which can increase consumer’s true utility. The paper discusses the enhancement of utility due to persuasive advertisement and R&D in the view of firm and social planner in monopolistic competition industries and investigates the difference between the choice of firm and the choice of social planner. By contrast, firm and social planner make the same choice in one period model. Considering the attenuation of persuasive advertisement, if the utility of consumer is the form of CES function, they make different choices according to the elasticity of substitution. The paper also investigates the enhancement of utility due to the two behaviors in two periods model. Under some certain conditions, we find that firm and social planner make different choices and the result may be associated with the degree of competition in the market.
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Kappe, Christelle Fokam. "The translation of advertisements: issues of semiotics, symbolism and persuasion." Thesis, 2012. http://hdl.handle.net/10539/12095.
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M.A. University of the Witwatersrand, Faculty of Humanities (Translation), 2012This research report discusses the translation of advertisements paying attention to persuasion, semiotics, and symbolism. It illustrates the importance of symbolism and semiotics in persuading consumers across cultures. The research uses Coca‐Cola as a case study in order to discuss the strategies used by translators in translating persuasive text in print advertisements across cultures and to elaborate on key issues in the translation of advertisements and on theories that are very useful to translators of advertising materials. Semiotics, symbolism and the techniques used by advertisers and translators in persuading, as well as theories related to the translation of advertisements such as skopos theory, relevance theory and functional equivalence are discussed in the literature review and are assessed in the corpus analysis. The importance of sociology, culture and ideology is also illustrated in the study and a brief discussion of the discourse of advertisements is given in order to understand the mechanism of advertisement. This is because translators need to understand how advertising functions before they can translate it. This research report performs a comparative analysis of 30 Coca‐Cola advertisements in English and their translations into French from 1905 to 2011. By analysing and comparing the English advertisements of Coca‐Cola and their translations, this study shows how semiotics and symbolism may be used to analyse the techniques that are used in the advertisements to achieve persuasion in the different French settings. The analysis is further based on Relevance theory, Equivalence theory and skopos theory within the framework of DTS. Observations include translators’ understanding and good management of the visual and textual elements and good understanding of how to render an advertisement truly global by focussing on global, universal and neutral values.
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Ho, Hsueh-Hua, and 何雪華. "A Study of Persuasive Functions of the Advertisement : Focusing on Catchphrases in Japanese." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/j5k8rz.
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碩士淡江大學
日本語文學系碩士在職專班
106
This thesis studies persuasive functions of advertisement, focusing on catchphrases in Japanese, under the two theories; Relevance Theory and Speech Functions. It consists of four chapters; the first chapter is the basic investigation of the advertising, the second chapter deals with the meaning of the advertising, the third chapter considers some issues on the speech functions of the advertising, and the final chapter is the results of the data integration and their analysis of Japanese catchphrases. In this thesis, two categories are designated as the advertisement representatives of the main consumer groups; i.e., male and female, respectively: One is automotive and electronic machinery, and the other is cosmetics and fashion. First of all, Relevance Theory is applied to elaborate the intention and the conjecture in this study, to understand the implicated meanings of catchphrases, and to clarify the similarities and the differences of speech function between two types of advertisements, so that we can understand more about persuasive functions. The analysis of the 50 examples demonstrates the similarities and the differences of speech functions used in two categories of advertisements shown above. Furthermore, by analyzing the data, it is found that there is a noticeable difference in the tendency of the advertising messages for male and for female, respectively. The conclusions are as followed: In the male-oriented advertising, the speech functions tend to be used in 30% of announcement, 26% of opinions and emotion, and 26% of information offering. On the other hand, in the female-oriented advertising, the speech functions tend to be used in 40% of opinions and emotional expression, 20% of information offering, and 18% of behavioral requirement. Besides, in this analysis, it is also shown that men tend to have rational thinking, but women tend to have sensual thinking. Through the research, it is clarified that the similarities and the differences of speech functions which are used for male and female respectively are related to the tendency of their thinking and behavior.
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Tsai, Yi-Hsuan, and 蔡依璇. "Effects Of Mental Simulation, Product Type, And Advertisement Type On Persuasion." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/23746820827018818886.
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碩士國立臺北大學
企業管理學系
100
The objective of this research is to examine the effects of mental simulation (process-oriented vs. outcome-oriented), product type (utilitarian product vs. hedonic product), and advertisement type (comparative advertising vs. non-comparative advertising) on advertisement persuasion (advertisement attitude, brand attitude, and purchase willingness). This research conducts a 2 x 2 x 2 between-subject experiment design. The results show that 1. Process-oriented mental simulation has better persuasive effectiveness than outcome-oriented mental simulation 2. Hedonic product has better persuasive effectiveness than utilitarian product 3. Non-comparative advertising type has better persuasive effectiveness than comparative advertising type 4. Mental simulation type has interaction with product type only on advertisement attitude. These results contribute to the theoretical development and marketing applications.
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Lin, Hui-Fei. "Framing hedonic and utilitarian product attributes in advertisements the impact of regulatory fit on persuasion /." 2007. http://www.etda.libraries.psu.edu/theses/approved/WorldWideIndex/ETD-1908/index.html.
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Hsu, Ming-Chih, and 許名志. "The Influence of Spokesperson’s Persuasive and Advertising Appeal to The Advertisement Communication Effects－the Moderate Effect of Advertising Involvement." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/10535322897994386200.
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碩士中國文化大學
國際企業管理研究所
98
As consumers change food culture, coffee has already become the necessities in our life. Therefore, coffee market was growing up vigorously. However, more and more consumers want to pursue a cheap but high quality goods in a limited budget. Therefore, many stores pushed their reasonable price of freshly brewed coffee to attract consumers. The fastest way is to use the advertising marketing media to marketing their products. Therefore, this study investigated the effect of what advertising can be the best ads, fo-cus on the investigation of the influences of advertising spokesperson, advertising ap-peals and advertising evolvement upon advertising effect. In this study, we sent 600 copies of questionnaires. Containing with 456 valid questionnaire at 76% effective return rate. After analyzing all of the variables, shows endorser persuasive has a positive impact on advertisement communication effects that means the characteristics of the endorsers of attraction and profession are helpful to the advertising effectiveness. The appeals of advertising have a positive effect on adver-tisement communication effects that means emotional appeal and reasonable appeal are effective to the advertisements. Moreover, the study includes the advertising involve-ment as a extraneous variables. The endorser persuasive has a positive impact on adver-tisement communication effects, but advertising appeals are not. According to the re-sults, we will discuss the theories and practicality and recommend for further research.
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SOCHOROVÁ, Marie. "Verbální a neverbální prostředky persvaze na českých a německých billboardech." Master's thesis, 2017. http://www.nusl.cz/ntk/nusl-381470.
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The aim of this thesis is to contrast the verbal and non-verbal persuasive techniques used in display hoardings in the Czech Republic and Germany. The mode and frequency of the features employed to attract consumers in both countries are compared. The specific goal of the thesis is to find out whether such advertisements can possibly mirror the values and norms of the society. The thesis is divided into three chapters. The first discusses the merits and demerits of the billboard as an advertising mechanism. In this section, the relevant laws of the Czech Republic and Germany are surveyed. In addition, the current situation in both countries with regard to this type of open-air promotion is examined. The second chapter summarises what is known about persuasion in general and the manipulative techniques employed to influence people. In this context, linguistic devices in Czech and German to achieve this end are evaluated. The final chapter provides an analysis of the material gathered for the thesis. The database consists of posters from 30 Czech and 30 German billboards which were photographed in the regions of South Bohemia and Lower Bavaria. The objective was to create a representative sample of contemporary outdoor advertisements in both countries. From the outset, close attention is paid to verbal features. These are divided into phonetic, word-forming, syntactic, and lexical devices. In terms of non-verbal features, typography, colour, and visual style are scrutinized. Since an advertisement is a complex means of communication, the interaction between the visual format and the text is also discussed.
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Wu, I.-Chen, and 吳宜蓁. "The Effect of Animated Spokes-Character Type on Advertisement Persuasion: The Moderating Role of Product Benefit and Multisensory Integration." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/dn2228.
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碩士銘傳大學
企業管理學系碩士班
102
To fill the gap of prior researches about effects of animated spokes-character‘s traits and the moderated effect of product benefit and multisensory integration, this research exams the effect of two dimensions of animated spokes-character‘s traits (facial appearance and lip-synchronization) on advertisement persuasion (including advertisement attitude, product attitude and purchase intention) and how product benefit, scent and haptic information moderate the effects of animated spokes-character‘s traits. This research designs four kinds of animated spokes-characters with different facial appearance (human-like appearance/cartoon-like appearance), lip-synchronization (adult-sounding/childlike-sounding voice). Moderating roles include product benefit (utilitarian/hedonic benefit), scent providing (yes/no) and haptic information providing (texture/nontexture). This experiment uses the analysis of variance (ANOVA) to analyze the data and examine above effects on advertisement persuasion. The results show that: First, cartoon-like appearance spokes-characters with childlike-sounding voice endorsing hedonic products elicit positive influences on ad persuasion; human-like appearance spokes-characters with adult-sounding voice endorsing utilitarian products elicit positive influences on ad persuasion. Second, if consumers are provided scent, they will show more positive advertisement attitude then those without scent providing. Third, haptic information providing indeed alters consumers‘ feeling on ad persuasion.
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Jean, Chun-jung, and 簡君蓉. "The Moderating Effect of Persuasion Knowledge, Consumer Skepticism and Gender on the Narrative Advertisement: Building Consumer Connections to Brands." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/11447137475555846368.
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碩士東吳大學
企業管理學系
97
Plenty of marketing researches have been explored the construction of narrative advertising in order to create a link between the brand and consumers. Narratives enable consumers to draw inferences and conclusions about brand and to form connections between their self-concepts and brands, referred to as self-brand connections. This study hypothesized that effects that narrative advertisement and self-brand connections may have on consumer’s brand attitudes and purchase intensions would be moderated by the persuasion knowledge consumers possess, consumer skeptism and gender. This study conducts a 2 × 2 × 2 between-subjects design to test hypotheses pertaining to three moderators. First, the results of an experiment shows that narrative advertising are associated with enhanced SBCs. Second, persuasion knowledge may serve to increase a narrative advertising’s effect and subsequent SBCs formation. Third, the effect of narrative advertising on consumers is offset by consumer skepticism about the marketers’ persuasion attempts.
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Szu-Hung, Wang. "The Multiple Roles of Pictures in Advertisements: the Influence of Relevance of Pictures to Product Attrubute, Concreteness of Arguments and Involvement in Persuasion." 2005. http://www.cetd.com.tw/ec/thesisdetail.aspx?etdun=U0001-3006200514170500.
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Wang, Szu-Hung, and 王思閎. "The Multiple Roles of Pictures in Advertisements: the Influence of Relevance of Pictures to Product Attrubute, Concreteness of Arguments and Involvement in Persuasion." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/30523181005364467035.
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碩士國立臺灣大學
商學研究所
93
In our daily life, persuasive messages exert a strong influence on people’s consumption behavior. Within persuasive messages, pictures often play an important role. However, a common advertisement usually consists of visual and verbal elements. The degree of informational overlap between the ad’s pictorial and argument elements may result in different effect of pictures. At one extreme, pictures can be totally superfluous when arguments are concrete and communicate the same information with pictures. At the other end of this continuum, pictures can convey product information which is not provided by the arguments at all. This study examines how the picture influences the persuasion process moderated by involvement and argument concreteness. The results show that when involvement is high, pictures conveying highly attribute-relevant information do evoke more favorable attitude toward product’s attribute and toward overall product than pictures conveying low attribute-relevant information. Further more, when elaboration likelihood is high, low attribute-relevant pictures don’t have effect on persuasion whereas highly attribute-relevant pictures will have greater impact on persuasion with abstract than concrete arguments. Nevertheless, when elaboration likelihood is low, pictures will induce favorable attitudes toward the product as long as the picture is rated positively. The concreteness of argument and the relevance of a picture to the product do not matter.
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CHABR, Ondřej. "Jazykové prostředky k upoutání pozornosti v současné reklamě." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-394515.
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This diploma thesis deals with an analysis of advertising discourse focusing specifically on the use of language means. To begin with, this thesis defines theoretical knowledge of advertisement and individual language means. Subsequently, I find these language means in the particular cases and comment on their use. The thesis briefly discusses the gender issue in advertising discourse and shows visually different forms of promotion of textual communication act. The aim of the thesis is to present current trends of language means used in the advertising which help its persuasive function.
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Yu, Tsung-Ho, and 于宗禾. "The Effects of Advertisement Endorser and Cultural Congruence between Products and Endorsers on Advertising Attitude and Purchase Intention: The Moderating Effects of Involvement and Persuasion Knowledge." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/cjes8x.
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碩士東海大學
國際經營與貿易學系
103
International trade has become the core of the world economy. With the development of international trade, multinational corporations have increased much more. When a multinational company trying to enter unfamiliar markets, using endorser in advertising has already been a common propaganda. Good advertising and proper use of endorsers on products can raise the public's attention and produce memory point, what’s more, it can promote the consumer purchase intention. Therefore, using such advertising strategy is still growing. In order to explore how different types of endorsers, cultural congruence between product and endorser, Involvement, and persuasion knowledge affect consumers’ advertising attitude and purchase intention , this study examines consumers’ reactions to the different types of endorser and cultural congruence images in advertising, which are characterized by a mix of global and local elements in advertisements. Drawing on the involvement and persuasion knowledge perspectives to analyze how it affect the consumers’ advertising attitude and purchase intention. As well as how involvement and persuasion knowledge adjust the endorser type and cultural congruence between product and endorser to consumers’ advertising attitude and purchase intention. This research is trying to contribute a better understanding of the interplay between endorser and cultural congruence in a globalized marketplace. In this study, we used a 2(endorser type: professional expert or typical consumer) × 2(cultural congruence between products and endorsers: congruence or incongruence) between-subjects experimental design, to discuss the effect of outside clues on consumers’ advertising attitude and purchase intention.
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Mašková, Tereza. "Komparativní analýza komunikace značek Louis Vuitton a Estée Lauder napříč vybranými periodiky v roce 2013." Master's thesis, 2015. http://www.nusl.cz/ntk/nusl-332615.
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This diploma thesis Comparative analysis of communication of the brands Louis Vuitton and Estée Lauder across selected periodicals in 2013 deals with the forms of communication the selected luxury brands on the platform of magazines use for addressing their existing and also potential customers. The theoretical part defines luxury and luxury brands Louis Vuitton and Estée Lauder and media, namely printed magazines Elle and Marianne, which together constitute the necessary basis for the subsequent research. Methodological part looks at the key persuasive, semiotic and pragmatic approaches, which, using verbal and non-verbal communication elements, participate in the construction of the examined texts, and submits related basic concepts, which are then used in the analytical part. Here, first, is realized a detailed description and analysis of the selected types of communication followed by the comparison and final evaluation of the findings obtained. Comparison in that is made not only within the individual magazines, respectively types of utterances placed in them, but also in connection with the specifics of the selected luxury brands. This diploma thesis aims to describe the selected utterances, analyze the contents they communicate, compare them and finally reveal the key communication methods...
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ANTL, Pavel. "Etika ve světě reklamy." Master's thesis, 2009. http://www.nusl.cz/ntk/nusl-79779.
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The dissertation deals with the dilemma of ethics in advertisement; it is divided into six chapters. The first chapter concerns communication and advertisement{\crq}s function in it. In the second part, I focus on the targets and methods of advertisement (they can be positive and negative). I describe the following processes: influence, manipulation, persuasion, suggestion, motivation and purpose of advertisement in the sectors of the market. The third part is directed at the principles of regulation and self-regulation (I explain their differences). How does self-regulation work in practice I showed in the practical example. The fourth chapter describes the most frequently forbidden commercials and in the practical examples, I show how the consumer{\crq}s protection works. In the fifth part,. I stress the importance of media literacy and the problems in media education. In the sixth chapter I focus on the advertisements and at different attitudes and opinions related to it.
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Guerreiro, Catarina Gonçalves Firmo Duarte. "As atitudes dos indivíduos com deficiência visual face à televisão e à publicidade televisiva." Master's thesis, 2017. http://hdl.handle.net/10400.14/25849.
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A presente dissertação tem como principal objetivo compreender quais as reações, atitudes e necessidades dos indivíduos com deficiência visual no âmbito da sua interação com a televisão e a publicidade televisiva.
Qualquer deficiência acarreta condicionantes na saúde e independência dos indivíduos que sofrem da mesma, que podem ser potencialmente agravados pela incapacidade da sociedade em garantir uma inclusão social apropriada de tais indivíduos. Este estudo foca em particular os cidadãos com deficiência visual, cidadãos estes que se deparam com várias barreiras no realizar das suas atividades diárias, nomeadamente aquando da utilização do meio televisivo. Neste sentido, considera-se essencial refletir sobre formas de contrariar o problema da exclusão social que afeta este grupo. A inovação nos meios de comunicação e a adaptação dos seus conteúdos ao público com deficiência visual pode ser um ponto de partida.
A metodologia qualitativa encontra-se dividida em duas principais etapas: (i) levantamento da amostra, com a caracterização da mesma e com a recolha de informação relativamente à utilização da televisão e ao consumo publicitário televisivo e (ii) realização de um focus group, recorrendo-se à análise de heurísticas persuasivas – ao nível da fonte, da mensagem e do alvo. Os anúncios televisivos utilizados nesta segunda etapa metodológica foram selecionados especificamente tendo em consideração as heurísticas referidas anteriormente. Os participantes neste estudo são indivíduos com deficiência visual utentes da ACAPO (Associação de Cegos e Amblíopes de Portugal), atualmente uma das principais associações que apoia estes indivíduos a nível nacional.
Concluiu-se que a televisão é um dos principais meios de comunicação utilizados pelos participantes no estudo, embora se encontre ainda pouco adaptada às suas necessidades. Foi possível constatar a importância de algumas heurísticas persuasivas na compreensão do conteúdo publicitário, influenciando em determinados casos uma possível intenção de compra.The main objective of the present dissertation is to understand the reactions, attitudes and needs of the visually impaired consumers regarding their interaction with the television and television advertising. Any disability entails certain health and independence constraints, which can be potentially intensified by the society’s inability to guarantee a proper social inclusion. This study is focused mainly on the visually disabled individuals, which face several barriers while performing daily tasks, such as watching television. In this regard, it is considered imperative to seek solutions in order to counter the problem of social exclusion directly affecting the visually impaired people. Bringing innovation to the media and adapting its content to the visually impaired audience could be an important starting point. The proposed qualitative methodology encompasses two main steps: (i) sample survey that includes definition and characterization of the sample, and data collection and analysis concerning the usage of television and television advertising; and (ii) focus group using a persuasive heuristic analysis – in terms of source, message and target. The set of television advertisements included in the second step of this methodology were specifically selected considering the aforementioned heuristics. All participants on the research are visually impaired and users of ACAPO which is one of the major blind associations in Portugal. The results demonstrate that television is one of the main communication means used by all participants in the present study but this media is still inadequately adapted to the visually impaired consumers. It was also possible to comprehend the importance of persuasive heuristics when understanding the advertisement content, which, in some cases, can impact the purchase intention of the visually impaired consumers.
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Wolfová, Michaela. "Apely v reklamních textech." Master's thesis, 2013. http://www.nusl.cz/ntk/nusl-322079.
Full textAbstract:
Challenges in PromotionalTexts The goal of this thesis is to provide a comprehensive analysis of challenges in commercial advertisements. It will analyze texts of printed, television, internet advertisements The thesis will examine what approaches are used in marketing campaigns to challenge to the recipient's emotions as well as what social values are used for the challenges to be effective. There search will be based especially on stylistic and content analysis
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SERVÍTOVÁ, Jana. "Mediální výchova v hodinách anglického jazyka." Master's thesis, 2011. http://www.nusl.cz/ntk/nusl-79509.
Full textAbstract:
This diploma thesis focuses on Media Education in English language classes. The first section introduces media in general and deals with media education and its place in Framework Educational Programme for grammar schools. Next part monitors the ways of using media education in other school subjects and describes methodology itself. On the basis of this knowledge some of the methodological books are analysed. The last part of the first section introduces advertisements and their main characteristics. The second section presents a project of media education which is called Advertisement and Slogan. The project was prepared to be used in three English lessons. The structure, aims and methods of each of them as well as lesson plans and the process of each lesson are described in detail. The final part is devoted to students? and teacher?s evaluations.