Tesi: "Language and languages in advertising"

1

Rava, V. M. "Language manipulation in advertising". Thesis, Sumy State University, 2018. http://essuir.sumdu.edu.ua/handle/123456789/67114.

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Abstract (sommario):

Nowadays advertising has flooded everything around. Advertisements are an indispensable part for any media. They are everywhere; it can be seen on TV, heard on radio, read in magazines and even seen on billboards by the roadside. Advertisers manipulate the certain audience with the help of creating visually attractive advertisements to make consumers start thinking about an exact product as a superior to any other product. Advertising has persuasive characteristics. The use of messages in advertising that influence an audience is called persuasion.

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2

Tanaka, Keiko. "The language of advertising : a pragmatic approach". Thesis, SOAS, University of London, 1989. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.434276.

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3

Han, Yuan. "The language of newspaper advertising in Chinese". The Ohio State University, 1991. http://rave.ohiolink.edu/etdc/view?acc_num=osu1298473302.

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4

Pugsley, Maristela. "Figurative language and its use in press advertising". reponame:Repositório Institucional da UFPR, 2010. http://hdl.handle.net/1884/24389.

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5

Keating, Lauren. "The effect of scientific language on advertising persuasiveness /". Adelaide, 2000. http://web4.library.adelaide.edu.au/theses/09AR.PS/09ar.psk25.pdf.

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6

Eliasson, Caroline. "Language and gender as reflected in the advertisements of wedding magazines". Thesis, University of Kalmar, School of Human Sciences, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-696.

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Abstract (sommario):

The aim of this paper was to investigate what linguistic markers indicate that wedding magazines are written for women. The advertisements were divided into groups according to the target of the product advertized: targeted at women, at men and at both men and women. It was determined that the majority of the advertisements were aimed at women.

All the advertisements were checked for certain linguistic features: adverbs, evaluative and non- evaluative adjectives, gender marked words and titles. Since the material comprised very few advertisements targeted at men, the focus is on advertisements for women and advertisements targeted at both men and women.

The results of the study show that the language in the magazines confirms that they are aimed at women. Therefore, this paper can come to the conclusion that wedding magazines are for women, both in terms of language, which this paper investigated, pictures and the products advertised.

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7

Pokhylko, G. "The use of figures of rhetoric in advertising language". Thesis, Sumy State University, 2015. http://essuir.sumdu.edu.ua/handle/123456789/40006.

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Abstract (sommario):

Rhetoric, the discipline of argumentation, is concerned not only with the message but with the determination of the most effective persuasive methods of presentation and is commonly used in advertising language. Our research deals with the use of rhetorical figures in advertising with the purpose of persuasion which is a matter of topical interest for the developing countries like Ukraine.

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8

Rath, Foley Anna. "The language of non-commercial advertising: A pragmatic approach". Thesis, Högskolan i Halmstad, Akademin för lärande, humaniora och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-42269.

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The current study has explored the language of 30 non-commercial advertisements, both quantitatively and qualitatively, within the framework of pragmatics. The main incentive was to conduct an investigation into how the advertiser working with such a philanthropic genre employs attention-seeking, informing and persuading functions when she communicates with her audience. Orbiting around key notions of Relevance Theory (1986; 1995; 2012) and Tanaka’s pragmatic approach to advertising (2005), the study attempted to determine whether non-commercial advertising differs from its commercial counterpart in terms of informing and persuading intentions, and to examine the extent to which non-commercial advertising relies on internal and external contexts in its explicit and implicit language. The findings show that non-commercial advertising utilises attention-seeking, informing and persuading functions in a variable fashion since they can be incorporated into complex arrangements in which they sometimes overlap or collaborate. This fuse appears to enable the advertiser to achieve her intended meaning at the same time as she can make efficient use of space and time. The study also found that there are non-commercial advertisements that completely lack persuasion. By excluding explicit and implicit imperative speech acts, conjunctive adjuncts and pronouns that involve the audience, such advertisements appear to be solely objective and informative. In turn, these findings suggest that the informing function in non-commercial advertising is not always subordinated to the persuading function, which contrasts with the informing-persuading hierarchy in commercial advertising. Finally, since the creator of non-commercial advertising frequently exposes her audience to weak relevance, she requires them to locate and solve explicatures and implicatures with help from both internal and external contexts, which strengthens Tanaka’s (2005) claim that advertisers treat their audience as potentially creative and resourceful once attention has been attracted and sustained.

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9

Nerwiński, Wojciech. "Słownictwo z dziedziny mediów, reklamy i public relations jako przykład języka zawodowego". Thesis, Stockholm University, Department of Slavic Languages, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-6892.

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In my thesis “Vocabulary from media, advertising and public relations as an example of professional language”. I have analysed vocabulary which concerns media, advertising and public relations in Poland. These three questions are very young in Poland’s language and home market.

First of all I show in my thesis the research and development of the professional language in Poland. Afterwards I study the word's lexical in my work, as a criterion taken to the Polish language. English words that have been taken are researched , because this vocabulary is very young in the Polish commercial market. I have studied the taken words for meaning, how these words function and factors within and outside this process within Polish language. Also in my thesis are new polish words.

I have three main findings in my analysis:

1. vocabulary in media, advertising and public relations as a professional language in Poland (as pol. “profesjolekt”),

2. the vocabulary taken only from the English language,

3. Polish words which can sometimes be used instead of English words.

In my thesis I analysis a new Polish vocabulary, which are used in media, advertising and public relations. This vocabulary are neologisms .

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10

Mahdiraji, Mohammad Amuzadeh. "The language of press advertising : the case of Persian advertising in pre- and post-revolutionary Iran and abroad /". Title page, contents and abstract only, 1997. http://web4.library.adelaide.edu.au/theses/09PH/09phm2139.pdf.

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11

Ustinova, Irina P. "Impact of English on modern Russian TV advertising". Related electronic resource: Current Research at SU : database of SU dissertations, recent titles available full text, 2002. http://wwwlib.umi.com/cr/syr/main.

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12

Abdul-Ghani, Aniswal. "The language of advertising : a contrastive study of advertising texts in British English, Malaysian English and Malay". Thesis, University of Surrey, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.322546.

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13

Yu, Chennan. "Metaphors in Food Advertising Slogans". Thesis, Kristianstad University College, Department of Teacher Education, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-5917.

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14

Koteyko, Irina. "The language of print advertising in the UK : from corpus to model". Thesis, University College London (University of London), 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.669689.

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15

Fuhrich, Kerstin [Verfasser], e Hans-Jörg [Akademischer Betreuer] Schmid. "Mixed-language and humorous advertising slogans / Kerstin Fuhrich ; Betreuer: Hans-Jörg Schmid". München : Universitätsbibliothek der Ludwig-Maximilians-Universität, 2017. http://d-nb.info/1167160231/34.

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16

Matviyenko, Olena. "The role of culture in the translation of advertisements: a comparative investigation of selected texts with German as source language and South African English as target language". Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1187.

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Abstract (sommario):

The globalisation of economies and trade growth have made it necessary for international companies to communicate with consumers of different languages and cultures, since a major objective is to sell a standardised product to consumers with linguistic and cultural backgrounds which are different from those to which the manufacturers are accustomed. Once brought to a foreign country, the sales of a product must be promoted by way of advertising. To begin with, the method of advertising depends on the kind of product to be marketed. In addition, persuasive texts, which are characteristic of the language of advertising, not only employ particular pragmatic strategies, but are based on the values and cultural traditions of the relevant society. In different cultures different signs, symbols, names and customs will be used in different situations. In the case of the translation or localisation of advertisements, a translator must be very sensitive to the loss and gain of cultural elements. These could include objects, historical references, customs and habits that are unique to the source culture and not present in the target culture. The main focus of the research is on the culture-specific elements in advertising texts and their depiction in translation. This treatise investigates certain aspects of translation theory (such as theories of equivalence, Skopos theory and other similar theories) to form a basis for conducting this study and then adapts them to the process of translation. In addition, two main opposite techniques known as standardisation or localisation of the advertising message are discussed. The number of source texts (original) and target texts (localised) are examined closely to reveal any misrepresentations and to identify the method of translation applicable in each case.

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17

Walker, Aretha A. "A study of the rhetoric of American advertising discourse". DigitalCommons@Robert W. Woodruff Library, Atlanta University Center, 2007. http://digitalcommons.auctr.edu/dissertations/1366.

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This study, exploring the nature of American advertising discourse, is guided by two overriding questions. First, "What is the nature of rhetoric in American advertising discourse?" and "How is the rhetoric of American advertising different from literature?" To answer these questions, the study examines the extended post-modern meaning of discourse and advertising, exploring both terms from the perspectives of humanists, sociologists, advertisers and communication experts. The study further discusses the nature of popular culture, of which advertising is a subgroup, and then explores the view of its critics who see it as dystopic—creating the opposite of a Utopia. These critics primarily fall into three camps: those who stridently denounce it without applying any sort of analysis or explanation of why it is bad, the best example being Hilton Kramer. Another in this camp, Dwight McDonald, tries to analyze popular culture albeit from a biased perspective, as his terminology and language quickly demonstrate. Others who more successfully explore the negative aspects of popular culture are the famous culture 1 critics, Allan Bloom and Christopher Lasch, who advocate keeping popular literature out of the classroom because it takes away precious time from the classics. Proponents of popular culture are less concerned, however, with whether or not the items being studied are "good" or bad" but rather whether or not they are worth being studied. They give an overwhelming answer, "Yes, they should be." These scholars, often politically motivated, use the theory of cultural materialism through which to examine cultural artifacts. Moreover, the study examines rhetorical devices of advertising discourse. Using glossy magazine advertisements, four tropes that are frequently used in advertisements are explored—imagery, rhythm, symbolism, and hyperbole, demonstrating how the visual images of women, as well as images that project power and wealth, are utilized in the discourse of American advertising, both positively and negatively. Finally, the study brings poetry and advertising together for comparative purposes by examining elements of syntax and graphics, and the ideology of love as seen in the two. The overall significance of this study is that it sheds light on the relationship between the discourses of two genres of cultural production that many people frequently assume not to be related.

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18

Ng, Man-yi Emily. "English in designs in Hong Kong". Hong Kong : University of Hong Kong, 2001. http://sunzi.lib.hku.hk:8888/cgi-bin/hkuto%5Ftoc%5Fpdf?B2347287x.

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19

Holmberg, Jakob. "The English and Swedish Languages’ Effect on Consumers’ Purchase Intention for Modernity-Related Products and Products Unrelated to Modernity". Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-71573.

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Abstract (sommario):

English is a global language which is associated with modernity and in advertising, English is used to associate products with modernity in the minds of the consumers. In non-English speaking countries, modernity-related products are more often advertised in English than products unrelated to modernity. Despite this, no previous research has proven that consumers’ purchase intention is higher for modernity-related products advertised in English compared to the same product advertised in the native language. Through an online-survey with a between-subject design a quantitative field experiment was conducted. It was found that consumers had a higher purchase intention for modernity-related products advertised in English compared to the same products advertised in Swedish and that consumers’ purchase intention was higher for products unrelated to modernity advertised in Swedish compared to the same products advertised in English.

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20

Jörninge, Fridha. "The Language of Advertising : A qualitative study of gender representation in print advertisements". Thesis, Högskolan i Halmstad, Sektionen för humaniora (HUM), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-26604.

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The purpose of this essay was to investigate and highlight the strengths and shortcomings of Critical Discourse Analysis and Feminist Critical Discourse Analysis when used as an analytical tool. By comparing the representation of women and men in print advertisements, and how there may be a difference in language being used to describe both genders, including the use of sexist language, a critique of CDA and FCDA could be established. In order to establish this all areas of the advertisements had to be taken into account, including layout and images used. The ads were read and interpreted through CDA and FCDA in order to investigate and identify the strengths, and any shortcomings, of the theories. The investigation shows that, although CDA and FCDA scholars could argue that women tended to be described in a more sexist manner overall, a counterargument could also be made on most accounts. The argument which supported sexism was especially observable through how women’s bodies were more often fragmented in images and positioned in more sexual positions, but also how the advertisements not only reinforced stereotypes as well as using distinctly negative language in their descriptions. However, gender stereotyping against men in the ads was also prevalent, which allowed an argument against CDA and FCDA’s theories about existing power struggles. Although the investigation did manage to substantiate the critique regarding how CDA and FCDA view the differences in gender representations, therefore fulfilling its aim, perhaps a more accurate result would have been possible to achieve if more print advertisements had been used in the investigation. However, this was not possible due to the qualitative nature of the investigation.

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21

Sum, Kit Ming. "A study of the discourse of advertisements : the Cantonese advertisements on television in Hong Kong". HKBU Institutional Repository, 1995. http://repository.hkbu.edu.hk/etd_ra/92.

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22

Mak, On Tat. "Discourse analysis on an online advertisement on skincare". HKBU Institutional Repository, 2003. http://repository.hkbu.edu.hk/etd_ra/485.

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23

McKenna, Jennifer. "Idioms with a viable literal interpretation in German advertisements". Thesis, University of St Andrews, 2004. http://hdl.handle.net/10023/14537.

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An idiom is a set phrase which is relatively syntactically and semantically fixed, and which produces striking stylistic and rhetorical effects. Advertising is a discourse type which is particularly rich in idioms: around half of all the German advertisements examined from Stern magazine and the RTL television channel contain at least one idiom. The idioms tend to occur in prominent, emphatic textual positions, and approximately half of the idioms which appear are modified in some way. The modifications typically produce deliberately creative effects, suggesting that idioms are not as invariable as has previously been thought. The most common type of idiom incorporated into German advertisements are idioms with not only the definitive figurative interpretation, but also a lexically, syntactically, and semantically feasible literal interpretation. These idioms are consequently referred to in this dissertation as "idioms with a viable literal interpretation" (abbreviated to "VLI idioms" in the text). Their literal sense tends to evoke strong mental imagery, which makes them a useful device for the visually restricted print medium in particular: approximately 42% of all the idioms in the magazine advertisements examined (as opposed to around 16% of all the idioms in the television advertisements) are VLI idioms. It is the uniformity of the mental imagery evoked by VLI idioms which highlights the fact that, contrary to traditional thinking, idioms are conceptual rather than linguistic in nature. Indeed, an idiom may be defined as the linguistic expression of general conceptual metaphors. The viable literal meaning of VLI idioms also makes them ideally suited to modification: around 70% of the VLI idioms in the magazine advertisements, and just over 88% of the VLI idioms in the television advertisements, are modified in some way. Nearly all of these modifications involve punning on the idiom's literal sense by means of the idiom's co-text and/or the advertisement's visual element. In short, linguists have hitherto underestimated the ubiquity and significance of idioms, especially with regard to the frequency with which they are modified. VLI idioms in particular are an important - but thus far overlooked - feature of German magazine and television advertisements.

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24

Qian, Kan. "Towards a pragmatic approach to the analysis of television advertisements". Thesis, Lancaster University, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.332041.

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25

Gieszinger, Sabine. "The history of advertising language : the advertisements in "The Times " from 1788 to 1996 /". Frankfurt am Main (Allemagne) ; Berlin ; New-York : P. Lang, 2001. http://catalogue.bnf.fr/ark:/12148/cb38853574j.

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26

Itkin, Alexa King. "An Analysis of Magazine Advertising Language and the Portrayals of Aging in Cosmetics Advertisements". Thesis, The University of Arizona, 2010. http://hdl.handle.net/10150/156893.

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Abstract (sommario):

The following research examines how aging is portrayed in advertising targeting different age groups of women, by analyzing the specific language in beauty product advertisements. These advertisements were selected from three different magazines, each targeted toward a specific age group of women (median ages readership for each magazine: 30.3, 46, and 55 years old) The language in the beauty product advertisements was analyzed by looking at five unique factors. The five elements that determine how strongly the advertisement portrays aging are: implicitness, explicitness, implication of correcting/erasing, and the use of scientific explanation. The analysis of the magazine advertisements also includes an overall prominence of age-related language score, a score determining the level of creative marketing used in the advertisement, and a score determining whether an age-related image was present in the advertisement. The focus of this study is to identify how beauty product advertisements convey aging in a negative way, particularly to adult women. This research looks at how mass media portrays aging negatively, the effects of these portrayals, and society's negative attitudes toward aging and older adults.

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27

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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Ng, Man-yi Emily, e 吳敏儀. "English in designs in Hong Kong". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2001. http://hub.hku.hk/bib/B31953189.

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29

Persson, Lotta. "The Language of Tourism : How the Tourism Industry Promotes Magic". Thesis, Högskolan i Halmstad, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-17803.

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Abstract (sommario):

To lure potential customers to buy a holiday away from home, most marketers incorporate certain semantic and pragmatic features into their promotional material: words and images are chosen with utmost care. The present study is conducted in order to reveal these semantic and pragmatic features and equally, to show how they highlight the concept of “magic”.This research is based on responses from six different interviews in which the interviewees had to describe twelve key words and key phrases taken from twelve tourism advertisements, in and out of context. Secondary material further consists of publications dealing with the areas of linguistics, advertising and tourism.The conclusion of this research will reveal that the impact of tourism advertisements depends on agreement between various semantic and pragmatic elements rather than implementation of individual semantic and pragmatic features per se. In other words, all the semantic and pragmatic elements (linguistic and non-linguistic content) have to reinforce one another, acknowledging common ground and meeting the reader's pre-existing assumptions. Hence, for an advertisement to avoid ambiguity it has to be relevance-governed, delivering just what is necessary to ensure that the reader is able to decode the message: that one should leave the ordinary and travel to a temporary, yet seemingly magical holiday destination.

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30

Djafarova, Elmira. "Language in tourism advertising : the contribution of figures of speech to the representation of tourism". Thesis, Northumbria University, 2008. http://nrl.northumbria.ac.uk/1581/.

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This study explores the ways figures of speech such as metaphors, puns and alliteration contribute to the creation of tourism images in print advertising. Extensive research has been conducted within the areas of advertising, tourism and linguistics. However, little has been done to emphasise the importance of textual analysis. The majority of the research used the more common visual semiotics approach in tourism. This study provides a detailed analysis of the figures of speech in tourism advertising. The choice of the above figures of speech was dictated by the previous research indicating the significant use of those devices in advertising. As no similar studies were conducted earlier, it was logical to start with the examination of the most frequently used figures of speech. Qualitative content analysis of 600 advertisements, selected from a range of sources, was carried out. The purpose was to find common patterns between the figures of speech used in the 1970s and 2000-2008, identify the links between advertised products and individual figures of speech and finally to explore how the interpretation process occurs when ambiguity takes place. This would lead to more in-depth understanding of the position of figures of speech in tourism advertising. Pragmatic approach, a branch of linguistics, was also implemented to explain the interpretation process. Textual analysis of puns, metaphors and alliteration reveals some concerns over the use of these devices when addressing potential consumers. Metaphors and puns are able to influence existing textual meanings carrying different degrees of ambiguity. Complex use of language devices might cause difficulties in its comprehension. Consumers require more information about the advertised products as their awareness and competence have increased. Growing legislation, development of new information technology devices, globalisation of the markets and growing consumer competence make the task of advertisers challenging and difficult. Creating new figures of speech, advertisers have to be aware of the consequential issues within their comprehension. Although Relevance Theory, a part of pragmatics, successfully explains the interpretation and derivation of ambiguous meanings, there are still numerous meanings expressed in advertising and advertisers leave the responsibility of correct interpretation for recipients. Low numbers of puns indicate that although tourism activity is associated with an enjoyment and pleasure, the satisfaction from resolving the pun is not always appreciated by readers. From another side, alliteration does not require any interpretation and thus cannot be misled, as no semantic meaning is involved. Hence, alliteration has more potential to succeed in the advertising communication. This thesis contributes to knowledge in theoretical and methodological concepts within tourism advertising depiction via linguistic devices and hopes to generate some further discussion within this area. The major contribution of this research lies in the detailed analysis of figures of speech used in tourism advertising. This work appears to be the first substantial attempt to undertake this linguistic approach.

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Bever, Olga Alexeyevna. "Linguistic Landscapes of Post-Soviet Ukraine: Multilingualism and Language Policy in Outdoor Media and Advertising". Diss., The University of Arizona, 2010. http://hdl.handle.net/10150/194464.

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This research investigates language use in Linguistic Landscapes (LLs) of an urban center of post-Soviet eastern Ukraine The major focus is on how the signs represent linguistic, social and ideological phenomena in the context of competing local, national, and global language ideologies with Ukrainian, Russian and English in Cyrillic and Roman scripts. More than 100 pictures of public signs were selected and analyzed, from more than one thousand photographs.Detailed analyses of the signs show that the `one state - one language' official language policy is not effective in the predominantly Russian-speaking eastern Ukraine: the signs frequently use Russian, and blend in Ukrainian. There were revealing differences between establishment categories. Bank signs were almost all in Ukrainian, because they are government regulated. In contrast, local clothing store signs used Russian, along with English and European languages to convey `modernity', `prestige' and `high fashion'; other establishment (casinos and electronics stores) mixed Russian and Ukrainian with some English. English and European languages with Roman script were also frequently used to `smooth over' the conflict between Ukrainian and Russian.The genetic closeness of Ukrainian and Russian allows a linguistic phenomenon that reconciles the languages, `bivalency'. Bivalency refers to shared linguistic elements between the languages, allowing the signs to appeal to the local population, while complying with the official Ukrainian language policy. This work analyzes and documents bivalency at phonological, morphological, and lexical levels, introducing a new sensitive tool for quantifying language dominance in signs.The overall conclusion is that signs in the LLs reveal that despite the official language policy, both Ukrainian and Russian appear in signs. In this way, Linguistic Landscapes may predict a future Ukraine in which both Russian and Ukrainian are accepted as official languages.This work contributes several new perspectives to the analyses of LLs. It demonstrates that LLs are multimodal, multilayered and multidimensional to be studied from a multidisciplinary perspective; the methodology integrates Critical Discourse Analysis and grounded theory; LLs are considered as texts analyzed on multiple discourse levels. The work invents and applies continua of bivalency as a multilevel phenomenon. The research focuses on LLs in eastern Ukraine.

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McAllister, Cindy Kay. "English language and culture cues found in advertisements in selected print publications for deaf and hard of hearing people /". Online version of thesis, 2008. http://hdl.handle.net/1850/8056.

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33

Christian, Rachel N. "Campaign Advertising: Examining the Differences Between Spanish and English Ads in the United States". Ohio University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1339688996.

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34

Lee, Yik Fung. "The discourse of advertisements in Hong Kong magazines". HKBU Institutional Repository, 1999. http://repository.hkbu.edu.hk/etd_ra/402.

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35

Westerholm, Jim. ""Damn good coffee" : Swear words and advertising". Thesis, Mälardalens högskola, Akademin för utbildning, kultur och kommunikation, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-36672.

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Abstract (sommario):

Swear words and their role in advertising have been debated for a long time. There has been a general sentiment that the use of swear words should be avoided in ads so they would not appear crass or offensive. Does this sentiment still reflect reality or could swear words be used to good effect in advertising? The aim of the present study is to find out how a number of informants react to the presence of swear words in advertisements, and what their general attitude toward swearing is. An online survey with 54 respondents provided quantitative data, and two group interviews supplemented it with more qualitative information. The study shows that respondents reacted favourably towards adverts with swear words as long as they were not too offensive.

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FERREIRA, MERGENFEL A. VAZ. "ADVERTISING AS A RESOURCE FOR CONTEXTUALIZATION IN THE TEACHING OF GERMAN AS A FOREIGN LANGUAGE (GFL)". PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2005. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=6698@1.

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Abstract (sommario):

PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
Pensando a linguagem como um construto social inseparável do contexto situacional e cultural em que está ancorada, este estudo tem por objetivo principal descrever e analisar anúncios publicitários alemães veiculados na mídia impressa, verificando nos mesmos as relações entre seus diferentes componentes verbais e não-verbais. Esta análise baseou-se fundamentalmente nos pressupostos da Gramática Sistêmico-Funcional (Halliday, 1994), assim como nas categorias da Gramática Visual (Kress e Van Leeuwen, 1996). Deste modo, a descrição e análise dos componentes lingüísticos e extralingüísticos dos anúncios são usadas para a observação das possíveis relações entre língua e contexto. Somando-se à análise das propriedades verbais e não-verbais dos anúncios, este estudo fez uso de um questionário distribuído a professores de Alemão como Língua Estrangeira (ALE), atuantes em diferentes instituições de ensino desta língua na cidade do Rio de Janeiro. Através das respostas ao questionário, o presente trabalho discute questões relacionadas à abordagem dos aspectos culturais nas aulas de ALE, assim como o uso e exploração significativos dos elementos visuais presentes nos diversos materiais de ensino utilizados pelos professores. Salientando, então, a importância de se promover um ensino da LE contextualizada, este estudo pretende também contribuir para a discussão que envolve o ensino de ALE, trazendo em seu escopo teorias que tratam de gêneros textuais, contexto, cultura e comunicação visual.
From the view that language is a social construct that is inseparable from its situational and cultural context, the main objective of the present study is to describe and analyze German advertisements in printed form, focusing on the relationship between their verbal and non-verbal components. The analysis is primarily based on the principles of Halliday`s (1994) systemic-functional grammar and on the categories in the visual grammar of Kress and van Leeuwen (1996). Thus, the description and analysis of the linguistic and extra-linguistic components in the advertisements are used to observe the relationships between the advertisements as genre. In addition to the analysis of the verbal and nonverbal features of advertisements, the study made use of a questionnaire distributed to professionals that teach German as a foreign language in various institutions in Rio de Janeiro. In light of the responses to the questionnaire, the present study discusses questions related to how culture is approached in the classroom and whether visual elements are significantly explored in the teaching materials used by these teachers. The aim of the research is twofold: it proposes the importance of encouraging contextualized foreign language teaching and it attempts to contribute to the discussion on the teaching of German as a foreign language, from a multiple perspective that includes genre, context, culture and visual communication.

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Cueto, Elizabeth Patricia. "Characteristics of Florida's Hispanic advertising a content analysis of current advertisements airing on Spanish-language television /". [Gainesville, Fla.] : University of Florida, 2006. http://purl.fcla.edu/fcla/etd/UFE0013401.

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38

Börjesson, Mattias. "Swedes’ Understanding of Printed Ads in English : A Study of How Well Swedish Adults Understand the Message of Printed Ads in English". Thesis, Högskolan i Halmstad, Sektionen för humaniora (HUM), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-22396.

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Abstract (sommario):

Advertising in English is becoming more and more common in Sweden, as well as in other non-Anglophone countries, and not all previous studies agree on how well these ads are understood by the local population. Therefore, the aim of the present study is to achieve a broader understanding as to how well the message of printed ads in English are understood by the Swedish adult population. Moreover, this study aims to establish whether there are any common tendencies or patterns in the levels of understanding between the five ads chosen for this study, and how these relate to the personal and demographic characteristics present within my sample. The findings of this study indicate that 60% of the printed ads in English are properly understood by most people. Moreover, this study found that the reason for not understanding an ad in English most often is that the ad is drawing on a myth that could not be recognized as something natural by the reader. However, as only 12 subjects were included in this study, no generalizations could be made for the whole Swedish population, and a more extensive research study is thus encouraged.

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Chan, Ka-yin. "Loan Words in advertisements in Japanese women's magazines". Click to view the E-thesis via HKUTO, 2003. http://sunzi.lib.hku.hk/hkuto/record/B31953785.

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40

Sloan, Andrea. "A textual analysis of the text type "advertisement" based on advertisements in German /". Thesis, McGill University, 1990. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=59874.

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This thesis examines German advertising texts and their text linguistic properties within a system of text typologies. Four different text type classification methods representative of typologies in German text linguistics are considered. Of these, Katharina Reiss's 1976 model is shown to be the most efficient for a textual analysis of advertising texts. Her communicative-functional approach to text analysis permits distinction of three variants of advertisements: those which appeal to reason, those which appeal to emotion and those which are of a dual nature (mixed). The thesis concentrates on identifying text type and text type variant characteristics by analysing the text constituting techniques, text structure, and the appellative language means.

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Smith, Karen Louise. "The translation of advertising texts : a study of English-language printed advertisments and their translations in Russian". Thesis, University of Sheffield, 2002. http://etheses.whiterose.ac.uk/3044/.

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Since the end of Communism, adverts for Western products have been flooding onto the Russian market. These have undergone translation, with strategies ranging from complete transference of the source text into the target culture, to the creation of new texts based on advertisers' briefs. The choice of strategy, it appears, is dependent on the power balance between the agents of translation, including not only translators, but advertisers, designers, governments, text receivers and on the cultural, historical and economic situation in which the translation takes place. This thesis suggests advertisement translation be considered in terms of power, culture and history. A postcolonial framework is used to set out changes in translation strategy, emphasize the role of power differentials and make predictions for practice. Seeing translated adverts as `contact zones' where different cultures meet, the empirical research centres on the absorption of the `dominant's' culture into that of the `subjugated', and focuses on the interaction of `foreign' and `native' elements in these translated adverts. A parallel corpus of contemporary English adverts, their translated Russian pairs, and a control corpus of native Russian adverts provides the research data. A taxonomy of rhetorical figures employed in advertising headlines is constructed and their translation investigated, highlighting rhetorical trends, and instances where translators have been hindered by advertisers. The visibility of the linguistic Other is examined with reference to loanwords, loan meanings, calques and word formation; and two case studies relating to colour terms and names. Finally, the power relations between companies, customers and intermediaries are discussed in light of their portrayal in the translated adverts. The results show that the `post-colonial' contact zone is a mixture of `colonizer' and `colonized'; and demonstrate the necessity of giving translators the power their expert status deserves if translated adverts are to persuade the target audience.

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Peixoto, Vanessa de Matos. "O ethos e o pathos no discurso publicitário da coca-cola : uma análise verbo e audiovisual". Universidade Católica de Pernambuco, 2014. http://www.unicap.br/tede//tde_busca/arquivo.php?codArquivo=1028.

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A publicidade vem mudando ao longo do tempo, sua linguagem e objetivos vem sendo modificados à medida que a sociedade muda. A globalização, como principal fator dessas mudanças, gera uma demanda diferente na comunicação, a criação de peças publicitárias que atinjam esse consumidor global tão diferente de tempos atrás. Neste sentido, o objetivo desta pesquisa é analisar as estratégias argumentativas ao nível verbal e visual presentes em duas campanhas publicitárias de épocas bem distintas. O corpus são dois comerciais televisivos da Coca-Cola veiculados em 1950 e 2011, respectivamente, objetivando, no primeiro caso, uma melhor aceitação do produto no Brasil e no segundo caso, uma campanha comemorativa dos 125 anos de existência do produto no mundo. A pesquisa é qualitativa, longitudinal, analítica, com dados indiretos e sem o envolvimento de seres humanos. A análise mostrou a importância da multimodalidade na publicidade e sua relevância no resultado das peças junto aos consumidores do produto, neste caso, a Coca-Cola. Assim como a presença do ethos e o pathos no desenvolvimento dos comerciais objetivando uma comunicação mais eficaz com os possíveis compradores do produto em questão. Como recurso técnico foram utilizadas análise bibliográfica e uma análise verbo-visual presente nas peças publicitárias. Esta leitura se fundamenta na existência e adequação do enunciado, enunciador e interlocutor das mensagens multimodais dos comerciais televisivos da Coca-Cola. Assim, este trabalho gera uma reflexão sobre a importância do interlocutor e cuidados para uma melhor adequação do enunciado; condições necessárias para o alcance de melhores resultados nos objetivos esperados por parte do enunciador. Além de promover a reflexões sobre os recursos multimodais utilizados nas peças publicitárias da Coca-Cola enquanto estratégias argumentativas para persuadir o público a consumir o produto.
Advertising has been changing over the years, language and goals has been modified as society changes. Globalization, as the main factor of these modifications, generates a different demand on communication, creating advertising campaigns that reach this global consumer so different from long ago. In this sense, the purpose of this research is to analyze verbal and visual elements presented on the argumentative strategies in two advertising campaigns from distinct years. The corpus used here will be two television commercials for Coca-Cola aired in 1950 and 2011, respectively, aiming in the first case, a better product acceptance in Brazil and in the second case, a campaign to celebrate the 125 years of existence of the product in the world. It is an analytical, qualitative, and longitudinal study; have indirect data; with and without the involvement of human beings. This analysis showed the importance of multimodality in advertising and its relevance in the outcome of the commercials to the consumers of the product, in this case, Coca-Cola. As well, the presence of ethos and pathos in the development of commercials aiming for more effective communication with potential buyers of the product. As a technical resource it was used literature review and analysis of verbal and visual elements presented in both advertisements. This study is based on the existence and adequacy of what was enunciated, enunciator and the interlocutor of multimodal messages on television commercials for Coca-Cola. Thus, this work creates a reflection on the importance of interlocutor and care for a better adaptation of what is expressed on the commercial; necessary conditions for achieving better results in the enunciator expected goals. Besides promoting reflections on multimodal resources used in advertisements for Coca-Cola as argumentative strategies to persuade the public to consume the product.

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Zhu, Yu, e 朱宇. "Commercial advertisements in Ming Pao (Hong Kong) & Jin Wanbao (Tian Jin)". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2001. http://hub.hku.hk/bib/B31225597.

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Wong, Gee-ching, e 王芷菁. "A semiotic approach to the advertising of private English tutoring programmes in Hong Kong". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2013. http://hdl.handle.net/10722/192953.

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Abstract (sommario):

This study yields insights into the symbolic and metaphorical value of advertisements produced by the private English programmes in Hong Kong. Exploring the domain of advertising as a medium, the author examines the semiotics of metaphor as a tool to unravel the symbolic and metaphorical representations embedded in the visual images of advertisements produced for private English programmes for the local market. From deciphering the symbolic signs and metaphors, this study moves to a broader context for further researching into the transfer of symbolic meaning from the advertisement to the advertised product and then to the prospective student. The identification of symbolic interactionism helps to understand the dynamics of the private English education market in Hong Kong. Three types of metaphor identified by Lakoff &Johnson (2003), namely: orientational metaphor, ontological metaphor and structural metaphor, form the theoretical framework of analysis. By examining the mapping of domains from the concrete source (source domain - the featured object) to the abstract target (target domain – the advertised course), this study discovers the metaphorical connections between different domains, and hence understands what features and characteristics of the advertised products are made the core messages and selling propositions to the target market. The commodification of ideology and the consumer behavioural change from material consumption to sign consumption are also discussed. Findings from this study provide significant insights for colleges or education institutions which are interested in employing advertising strategies in their marketing plans.
published_or_final_version
English Studies
Master
Master of Arts

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45

Atem, Guilherme Nery. "Adequação e persuasão: da teoria da linguagem ao discurso publicitário". Universidade do Estado do Rio de Janeiro, 2009. http://www.bdtd.uerj.br/tde_busca/arquivo.php?codArquivo=1009.

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Esta dissertação pretende desenvolver uma investigação ampla e fundamentada a respeito das técnicas lingüísticas de construção do sentido em Publicidade. A partir da história das teorias da linguagem e do discurso, esta pesquisa busca o mapeamento das estratégias retóricas e discursivas que vêm promovendo uma forma de integração sócio-afetiva na atual cultura do consumismo. Em seguida, procedemos pelo levantamento das origens e dos principais conceitos da Análise do Discurso. As diferentes concepções de linguagem e discurso nos ajudam na compreensão das potências semânticas que compõem o discurso publicitário no cotidiano. A Publicidade se mostra hoje uma força suasória, na atribuição de sentido ao mundo, através da incitação ao consumo hedonista. Se vivemos a época da crise do sentido, a Publicidade se apresenta como uma ilha de sentido, um porto-seguro simbólico. Esta pesquisa pretende levar em conta tanto os conteúdos e valores comunicados pela Publicidade contemporânea como suas formas verbais e não-verbais de comunicação
This work intents to make a large and grounded research about the linguistic technics of construction of meaning in advertising. From the history of language and discourse theories, this research will make a definition for the rethorical and discoursive strategies which stimulates a kind of socio-affective integration in the new consumism culture. After this, we proceed by an investigation about the origins and main concepts of Discourse Analysis. The different conceptions of language and discourse help-us to understand the semantic potencials which compose the everyday advertising discourse. The Advertising is today a suasory force at attribution of meanings to the world, by the stimulating the hedonist consuming. If we live in a meaningless time, the Advertising is a meaning-island, a symbolic safe-port. This research intents think the contents and values communicated by the contemporary Advertising, and also think his verbal and non-verbal ways of communication

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Conrad, Clemens. "La traducción de los rasgos publicitarios de un texto turístico : Texto de origen español, texto de llegada sueco". Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-29093.

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The translation of tourist texts, in addition to the usual challenges of any translation, has to deal with the difficulty of adequately translating the advertising message. This paper, titled “The translation of advertising features of a tourist text - Spanish source text, Swedish target text”, focuses on this issue by comparing a source text in Spanish with its translation into Swedish (elaborated by the author). Attention is given to the characteristics that convey the selling message of the text: the slogan, titles, paragraph-final sentences, and a series of genre-typical features like the use of pronouns and deixis. The theoretic background and the comparison with Swedish parallel texts show that there seems to be a general similarity of characteristics between the source text and Swedish tourist texts, although an adaption of the translation to Swedish genre-traditions was considered necessary in the use of the 2nd person singular (being used considerably more often in the target text than in the source text) and in the use of imperatives (being used more often in the target text than in the source text, as a way of influencing the reader directly).

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Bogdanova, Maya. "Use of English in advertising and journalistic discourse of the Expanding circle: data from Bulgarian magazines". Thesis, Stockholm University, Department of English, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-40798.

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The combination of the socio-political changes following 1989 and the current status ofEnglish as the language of international communication promoted dynamic transformations ofthe attitude and usages of English in Bulgaria. The purpose of this study is to investigate theforms, functions and symbolic value of English in the Bulgarian advertising and journalisticdiscourse. The emphasis is on non-established words as opposed to established borrowings.Two hypotheses encapsulating the possible relation between English usages in advertising andjournalistic discourses are in the centre of investigation:

Hypothesis 1 The use of the English language remains on the symbolic and visual level in theBulgarian advertising and journalistic discourses.

Hypothesis 2 The symbolic value of English usage in advertising discourse is the same as thatof journalistic discourse.

Prior to the analyses, the study introduces an overview of the Bulgarian linguistic situationand a summary of studies in the area of contact phenomena between English and Bulgarian.Special attention is paid to publications discussing advertising and journalistic discourse.On the base of two principles – genre and readership – six magazines have been selectedto provide the data for the study: Маниджър(Manager); Story, НашДом(Our Home),ЖенатаДнес(The Woman Today), ЖурналзаЖената(Women’s Journal), and Top GearБългария(Top Gear Bulgaria). Using a set of criteria the process of collecting data hasextracted the occurrences of English from all advertisements, section and column headings,article titles, and the featured article of each issue. English occurrences have been classifiedfirst according to their generic function and position in the textual unity, and then, accordingto symbolic value ascribed by English.The statistical data confirms that the use of English in advertising discourse is common;on average 66% of the advertisements contain English words. Cross-reference with the type offunction reveals, however, that only 17% of the English used in advertisements adds semanticvalue to the Bulgarian-English mixing. Therefore, in advertising discourse English remainsmainly a tool for adding symbolic value. As far as the journalistic discourse is concernedEnglish usages are not as frequent; nevertheless, great variations are exemplified. Suchvariation is observed in the heading data where one of the magazines contains no English inthe headings while another uses English in all but four of its headings. The findings of thestudy reject both of the hypotheses although variations are observed and have been describedin this study. The analyses demonstrate that advertising discourse uses English in order toexploit the value of English as the lingua franca of the world, while the journalistic discoursedraws on the symbolic associations of English as the language of popular culture.The results of this study provide a comparison between advertising and journalisticdiscourses. Furthermore, it offers a picture of the situation in Bulgaria twenty years after thepolitical changes and a good intermediate point in the process of spread of English, whichcontinues to modify the linguistic situation of the country.

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Lee, Ka-yan Maggie, e 李嘉欣. "Advertising discourse analysis : a case study of female identities in a Hong Kong local female magazine". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2014. http://hdl.handle.net/10722/207134.

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Although Hong Kong ranked 15th globally in the United Nations Gender–related Development Index 2013 (UNDP, 2014), a discrepancy was identified between female images portrayed in print media and the actual gender equality progresses achieved (Equal Opportunities Commission, 2009). Media portrayals of female, particularly body beauty advertisements, disseminate female stereotypes and unequal gender ideologies. According to Wolf (1992, p.12), evaluating females with reference to a “culturally imposed physical standard” is the “last, best belief system that keeps male dominance intact”. The research investigated the current female identities textually and visually constructed in beauty culture magazine advertisements from an issue of the popular local female magazine, the (More) Oriental Sunday. It also explored how local consumers are approached with the female portrayals visually. It differs from the existing studies on local female portrayals in the media in terms of its approach and focus. As opposed to adopting content analysis, survey or focus group discussion, the research is based on a systematic linguistic analysis of beauty culture advertisements. It adopted a Dialectical-Relational Approach to Critical Discourse Analysis (Fairclough, 2009) and utilized Systemic Functional Linguistics (Halliday & Matthiessen, 2004), Visual Social Semiotics (Kress & van Leeuwen, 2006) as well as Goffman‘s gender display categories (1987). The findings show that discourses of objectification and self-objectification were concurrently represented in the female identities constructed textually and visually. The study implies that, in general, beauty culture magazine advertisements perpetuate the ideologies of beauty myth, emphasized femininity and patriarchy to enforce the social dominance of male and maximize profit simultaneously.
published_or_final_version
Applied English Studies
Master
Master of Arts in Applied Linguistics

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Edizel, Necati Bora. "Word embeddings with applications to web search and advertising". Doctoral thesis, Universitat Pompeu Fabra, 2019. http://hdl.handle.net/10803/669622.

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Word embeddings are a building block of many practical applications across NLP and related disciplines. In this thesis, we present theoretical analysis and algorithms to learn word embeddings. Moreover, we present applications of word embeddings that concern Web Search and Advertising. We start by presenting theoretical insights for one the most popular algorithm to learn word embeddings \textit{word2vec}. We also model \textit{word2vec} in Reinforcement Learning framework and showed that it's an off-policy learner with a fixed behavior policy. Then we present an off-policy learning algorithm $word2vec_{\pi}$ that uses \textit{word2vec} as a behavior policy. %With extensive experimentation, we show that the proposed method performs better than \textit{word2vec}. Then, we present a method to learn word embeddings that are resilient to misspellings. Existing word embeddings have limited applicability to malformed texts, which contain a non-negligible amount of out-of-vocabulary words. We propose a method combining FastText with subwords and a supervised task of learning misspelling patterns. In our method, misspellings of each word are embedded close to their correct variants. Lastly, we propose two novel approaches (one working at the character level and the other working at word level) that use deep convolutional neural networks for a central task in NLP, semantic matching. We experimentally showed the effectiveness of our approach using click-through rate prediction task for Sponsored Search.
Dins del món del Processament del Llenguatge Natural (NLP) i d’altres camps relacionats amb aquest àmbit, les representaciones latents de paraules (word embeddings) s'han convertit en una tecnologia fonamental per a desenvolupar aplicacions pràctiques. En aquesta tesi es presenta un anàlisi teòric d’aquests word embeddings així com alguns algoritmes per a entrenar-los. A més a més, com a aplicació pràctica d’aquesta recerca també es presenten aplicacions per a cerques a la web i màrqueting. Primer, s’introdueixen alguns aspectes teòrics d’un dels algoritmes més populars per a aprendre word embeddings, el word2vec. També es presenta el word2vec en un context de Reinforcement Learning demostrant que modela les normes no explícites (off-policy) en presència d’un conjunt de normes (policies) de comportament fixes. A continuació, presentem un nou algoritme de d’aprenentatge de normes no explícites (off-policy), $word2vec_{\pi}$, com a modelador de normes de comportament. La validació experimental corrobora la superioritat d’aquest nou algorithme respecte \textit{word2vec}. Segon, es presenta un mètode per a aprendre word embeddings que són resistents a errors d’escriptura. La majoria de word embeddings tenen una aplicació limitada quan s’enfronten a textos amb errors o paraules fora del vocabulari. Nosaltres proposem un mètode combinant FastText amb sub-paraules i una tasca supervisada per a aprendre patrons amb errors. Els resultats proven com les paraules mal escrites estan pròximes a les correctes quan les comparem dins de l’embedding. Finalment, aquesta tesi proposa dues tècniques noves (una a nivell de caràcter i l’altra a nivell de paraula) que empren xarxes neuronals (DNNs) per a la tasca de similaritat semàntica. Es demostra experimentalment que aquests mètodes són eficaços per a la predicció de l’eficàcia (click-through rate) dins del context de cerces patrocinades.

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Meeds, Robert. "The effects of technical language, sentence-level context, and consumer knowledge on readers' processing of print advertising for technical products /". free to MU campus, to others for purchase, 1997. http://wwwlib.umi.com/cr/mo/fullcit?p9842586.

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Tesi sul tema "Language and languages in advertising"

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