Artykuły w czasopismach na temat „Language and languages in advertising”
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Alcántara-Pilar, Juan Miguel, Iván Manuel Sánchez-Duarte, María Bermúdez-Martínez i María Eugenia Rodríguez-López. "Linguistics and marketing: The effect of foreign languages in advertising messages". Tourism & Management Studies 20, nr 1 (31.01.2024): 79–89. http://dx.doi.org/10.18089/tms.20240106.
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In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognising the language in advertising messages influences the company's perceived image and Word-of-Mouth (WOM). We used a between-subjects experimental design to selectfive languages as independent variables: Italian, Turkish, Russian, English, and French. An audio-only advertising message for a fictional company was created and translated into these languages. Native Spanish-speaking participants listened to the message in a foreign language and responded to inquiries about the advertised firm. The findings clearly demonstrate that recognising the language significantly impactsboth company image and WOM. This underscores the nuanced role of language in shaping perceptions in international advertising. The study provides valuable insights into effective language choices for global advertising strategies, emphasising the necessity of linguistic considerations beyond mere comprehension. Recognising and leveraging the symbolic nature of languages can profoundly influence consumer perceptions and communication strategies across diverse linguistic contexts, contributing to the overall effectiveness of internationaladvertising campaigns.
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Anikina, Tatiana Vyacheslavovna. "Phonostylistic peculiarities of English-language and Russian-language online advertising". Филология: научные исследования, nr 1 (styczeń 2021): 41–56. http://dx.doi.org/10.7256/2454-0749.2021.1.34885.
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Modern advertising became a part of communicative culture. Therefore, the language of advertising draws attention of scholars from different fields. However, the task of determining and studying linguistic means that encourage attention of customers remains relevant. This article examines the phonostylistic means that allow creating a certain emotional background after reading an advertisement. The research materials contains advertising texts and slogans from various websites and social media (such as Vkontakte, Instagram, Facebook). Methodology implies the selection of practical material, identification of the basis phonostylistic means used in English-language and Russian-language advertising texts, comparison of such means in both languages. The conducted research demonstrates that alliteration, assonance, annomination, wordplay, and rhyme are most frequently used means in the English-language and Russian-language online advertising. The English-language online advertising most often employs alliteration, while the Russian-language online advertising most frequently uses phonostylistic means. Such pattern is associated with the number of vowels and consonants in the alphabets of these two languages. The application of phonostylistic means makes the text lean, melodiousness, and expressivity. Advertising agencies focus on audio and stylistic presentation of advertising text for impacting the audience.
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Al Farisi, M. Firas, i Godefridus Bali Geroda. "Improving Speaking Skills in English through Advertising Language". Borneo Educational Journal (Borju) 2, nr 2 (29.08.2020): 55–59. http://dx.doi.org/10.24903/bej.v2i2.626.
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The entry of social life, human communicate with Language, there are many Languages made by agreement from the community of people, in the era of industrial technology, Advertising Language is one of the Languages that use ability to speak, The ability to handle conversations in real-time through advertising skills. The purpose of this study is to investigate features of advertising Language as a method of learning speaking English. This paper utilized Observation and Interview to gather the data. There are take Primary and Secondary data. The results of this study show the used of Advertising Language on the video assignment by the students are containing the features of advertising Language, and the result of the interview session that student helpful with the advertising Language to speech and supporting that can improve speaking English skills. Advertising Language have basic representations of perception that are interesting. Therefore, the researcher found that the function of the advertising Language features used had helped the subject speak both consciously and unconsciously, as a result of observations and in-depth interviews, the students have their own narrative that they fully supported the advertising Language itself use as a method of improving speaking English skills on the future.
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Beishenalieva, A., i A. Bekbalaev. "The Influence of Language Peculiarities on the Structure of Word-formation Models". Bulletin of Science and Practice, nr 9 (15.09.2023): 270–76. http://dx.doi.org/10.33619/2414-2948/94/29.
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This article examines the influence of language peculiarities on the structure of word-formation models in the context of advertising discourse. The aim of the research is to identify the specific features and differences in the structure of word-formation models between English and Russian languages, as well as to evaluate their translational equivalents. Within this study, a comprehensive analysis of advertising texts in English and Russian languages was conducted, with a focus on word-formation models. The structure of word-formation models was systematically classified and analyzed, taking into account various language peculiarities and mechanisms of word-formation. The results of the research demonstrate significant differences in the structure of word-formation models between English and Russian languages. English, characterized by a wealth of prefixes and suffixes, exhibits a more flexible and diverse structure of word-formation models, whereas Russian language stands out for its predominant use of suffixes and endings. Additionally, the article presents an analysis of the translation of word-formation models from English to Russian. This analysis helped to identify difficulties and challenges associated with translating the structures of word-formation models between the two languages. The scientific significance of this research lies in expanding our knowledge about the structure of word-formation models and their translation in advertising discourse. The practical significance of the research lies in providing a foundation for the development of effective translation strategies for word-formation models in advertising texts between English and Russian languages. In conclusion, the study confirms that language peculiarities have a significant influence on the structure of word-formation models in advertising discourse. Understanding these peculiarities and being able to translate word-formation models effectively are crucial for creating successful advertising campaigns that accurately convey the intended message and emotional undertones of the original texts in the target language. Further research directions may involve a deeper analysis of specific language peculiarities in other language pairs, as well as the development of recommendations and methodologies for translating word-formation models in advertising discourse. Additionally, investigating the impact of the structure of word-formation models on the perception and effectiveness of advertising texts among different cultural groups and audiences can be explored.
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Ziryanova, Irina, i Ekaterina Sanina. "Suggestive Potential of Syntactic Features of Environmental Advertising Texts (Based on the Russian and English Languages)". Bulletin of Baikal State University 33, nr 4 (22.12.2023): 772–81. http://dx.doi.org/10.17150/2500-2759.2023.33(4).772-781.
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The article is devoted to the study of the suggestive potential of syntactic expressive means in environmental advertising texts. Analyzing syntactic structures as a means of implementing the suggestive function in advertising contexts allows us to identify the most effective methods of suggestive influence on the audience. The study revealed that the Russian-language environmental advertising employs a limited variety of syntactic figures compared to the English-language texts. Nonetheless, rhetorical questions and parcellation are the most frequently used means of suggestion in both languages. Environmental advertising is focused on international issues, which explains the similarity in the choice of syntactic means in advertising text in different languages. In conclusion, the authors emphasize the significance of the syntactic features in the suggestive function of environmental advertising and their versatility across various languages for influencing an international audience. The results of this research can be used by the authors of advertising texts to the most effective impact on consumers’ subconscious.
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Piller, Ingrid. "10. ADVERTISING AS A SITE OF LANGUAGE CONTACT". Annual Review of Applied Linguistics 23 (marzec 2003): 170–83. http://dx.doi.org/10.1017/s0267190503000254.
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While the study of advertising discourse is a well-established research area in applied linguistics, language contact phenomena in advertising have often been neglected. This chapter reviews work on language contact phenomena in advertising. Recent work has shifted away from a long-standing focus on borrowings and loanwords. Currently, more emphasis is being placed on multilingual discourses in advertising and the ways in which these index identities, both of the products and services with which multiple codes are associated and of the consumers who peruse them. The chapter is also concerned with the various functions of different contact languages in advertising. Languages other than English imbue a product with an ethno-cultural stereotype about the group who speak the language. By contrast, English has largely become a nonnational language and has been appropriated by advertisers in non-English-speaking countries to index a social stereotype. English has become the language of modernity, progress, and globalization. The chapter ends with suggestions for future research deriving from recent developments in marketing, namely the emergence of the global super-brand.
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Kelly-Holmes, Helen. "Bier, parfum, kaas: language fetish in European advertising". European Journal of Cultural Studies 3, nr 1 (1.01.2000): 67–82. http://dx.doi.org/10.1177/a010863.
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In current intercultural advertising in Europe, languages are used not for their communicative function (what could be termed their utility value) nor any of the other more established functions of language in advertising communication, for example persuasion or hyperbole. Instead, it is their symbolic function that has come to have the greater value. Thus, it is unimportant whether the advertisee understands the foreign word in an advertisement, so long as it calls up the cultural stereotype of the country with which the language is associated. We have, therefore, in Marx's terms 'form without content'. Language in intercultural advertising has become fetished, imbued with value, existing as a thing on its own. In this article, the existence and functioning of language fetish in European advertising is explored. By examining a range of both pan-European advertisements and specifically intercultural advertisements, we can see how languages have become fetished with values based on deep-seated perceptions of the cultural identities of other European countries and regions.
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Xiaotao, Li, i Svetlana A. Koloda. "Specifics of using foreign language loanwords in chinese and russian advertising". Verhnevolzhski Philological Bulletin 1, nr 24 (2021): 128–36. http://dx.doi.org/10.20323/2499-9679-2021-1-24-128-136.
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The article presents the main research on the problem of using borrowings of world famous brands in chinese and russian. The author of the article analyzes the features of penetration and functioning of borrowings in the structure of advertising text, since it is advertising that has become a significant phenomenon of modern culture, reflecting not only typical visual images and mental stereotypes, but also representing the linguistic habits of different language speakers. Advertising demonstrates not only linguistic, but also social, cultural and linguistic processes taking place in different languages. The study provides a comparative analysis of borrowings, describes their main linguistic features. Particular attention is paid to examining the ways of penetration of borrowings into the chinese language. Both a brief description of the lexical base of borrowings in the chinese language and a diachronic analysis of borrowings are given. The article provides certain data on the dynamics of the appearance of foreign words in the modern chinese language. The given synchronous analysis of foreign lexical units in chinese and russian advertising has made it possible to demonstrate how various factors influence the frequency of the use of borrowings in different languages: from linguistic to social and cultural. The thematic classification of borrowings describes various methods of penetration of foreign vocabulary into chinese and russian advertising. The analysis is based on the names of world famous brands. The classification of the main types of borrowings in russian and chinese advertising is given. The study notes that the number of borrowings in chinese advertising is equal to their number in russian one. In many cases, brand advertising in chinese uses duplication, a method that best preserves the words of the recipient language in the new lexical format. The authors come to the conclusion that the specificity of using borrowings in these languages has both specific intralingual factors characteristic of these languages and external, economic and social factors.
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Sabaliauskienė, Rima, Gintarė Gelūnaitė-Malinauskienė i Jūratė Andriuškevičienė. "Advertising As A Reflection of Culture in Foreign Language Teaching". Sustainable Multilingualism 14, nr 1 (1.05.2019): 160–95. http://dx.doi.org/10.2478/sm-2019-0008.
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Summary The ability to communicate in several foreign languages, recognize and understand cultural differences and effectively interact in a multicultural environment has become vital in the modern world that faces intense globalization processes. Linguistic and intercultural competences are essential not only for establishing personal relationships with foreigners but also for developing successful business relationships. At the Institute of Foreign Languages at Vytautas Magnus University (hereafter - VMU IFL), Spanish and German languages remain in the top five of the most popular languages among 30 languages available to students. These languages are chosen not only by Lithuanian students but also by foreign students who come to study in Lithuania. Most exchange students who come to study at VMU choose to study the Lithuanian language as well. In addition to the development of language skills in a learning process, the new concept of language teaching / learning, market trends and the great interest of students and the public in languages lead to the development of topics related to culture and intercultural communication and efforts to reveal peculiarities of the new culture in the common European and native country context. Based on the theories of different authors on the connection between culture and language and intercultural differences, the article discusses the possibilities of using commercials (video recordings of advertisements) to get acquainted with the culture in foreign language lectures. A comparative analysis of examples selected from commercials available online and revealing certain cultural aspects of the three countries (Spain, Lithuania and Germany) that allow to understand the target culture better is presented in this article. The aim is to reveal how a teacher, knowing the theories of cultural differences, can use commercials for the development of students’ linguistic and also cultural and intercultural competences.
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Voyakina, E. Yu. "ADVERTISING DISCOURSE IN THE CONTEXT OF FOREIGN LANGUAGE TEACHING". Voprosy sovremennoj nauki i praktiki. Universitet imeni V.I. Vernadskogo, nr 3(81) (2021): 103–11. http://dx.doi.org/10.17277/voprosy.2021.03.pp.103-111.
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The article discusses the need to involve authentic advertising texts in the process of foreign language teaching. The main characteristics of an advertising text are described. A model of step-by-step work with advertising texts in the process of foreign language teaching is proposed. The ways of developing students’ language skills, as well as their communicative and sociocultural competences using advertising texts in the learning process are considered. It is shown how advertising texts create students’ socio-cultural background and increase their motivation to learn foreign languages. Types of tasks which include advertising texts aimedat developing the communicative skills and socio-cultural competence of students are presented.
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Kolesnikova, Iryna. "Language of Modern Advertising". Terminological Bulletin, nr 5 (2019): 170–74. http://dx.doi.org/10.37919/2221-8807-2019-5-22.
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Professional language is a universal tool of specialists’ communication. Every professional language has its specificity at different levels. They are terminology, genre features of texts, ethics of professional communication etc. However, none of these languages can be an antagonist of literary language. Violation of the standards of literary language, intellectual imbalance between the advertiser’s IQ and the consumer, the existence of negative connotations and emotions, failure to reach advertiser’s intentions; unsuccessful linguistic design of advertising product, violation of ethics of communication with the client; failed branding; inappropriate neologisms; wrong semantics towards words of foreign origin, famous to place names, onyms, dubious creativity are typical features of language. The specialist in language of advertising (“lingvoreklamist”) is an expert in the language of copywriting. His professional occupation allows not only to make professional re-branding and to find both linguistic and intellectual mistakes in an advertising text, but also to find a name for the company or institution according to their specialty. It means that he work as trouble-shooter in order to make advertising product of high quality.
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Rugaiyah, Rugaiyah, Miranti Eka Putri, Andi Idayani i Muhammad Ilyas. "Utilizing Stylistics for Advanced English Teaching: Linkages to Literature and Advertising". QALAMUNA: Jurnal Pendidikan, Sosial, dan Agama 16, nr 1 (8.04.2024): 193–206. http://dx.doi.org/10.37680/qalamuna.v16i1.4743.
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This research is important in analyzing and describing language styles, which have become one of the linguistics categories. The use of language and language style in literary works has also been studied and is very important for linguistic and literary studies. This article illustrates that stylistic analysis is an effective method to help students improve their reading and appreciation skills. It begins by briefly reviewing how stylistics is applied to teaching English by researchers. It then discusses stylistic analysis and how to do it by providing some examples. Finally, it concludes that teaching advanced English should incorporate stylistics, which are both necessary and practical. Stylistics is one of the sub-topics of learning English in high schools. It can also help students understand advertising language. It also helps students learn foreign languages in English language teaching, such as Indonesian, by preparing them to learn and use foreign languages effectively. Furthermore, Students are expected to be able to understand the language of advertising. To understand the language of advertising, teachers must provide understanding to students through stylistics.
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Anikina, Tatiana Vyacheslavovna. "Syntactic peculiarities of English-language and Russian-language online advertising". Филология: научные исследования, nr 1 (styczeń 2021): 23–40. http://dx.doi.org/10.7256/2454-0749.2021.1.34886.
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Advertising is an inseparable element of modern life. It is virtually impossible to name a sphere of activity that is not covered by advertising. Currently, one of the most popular trends in linguistic research is the examination of advertising text and its components (lexis, semantics, syntax). This article is dedicated to studying the syntactic peculiarities of English-language and Russian-language online advertising. The research materials contains advertising texts and slogans from various websites and social media (such as Vkontakte, Instagram, Facebook). The scientific novelty lies in the fact that the analysis of syntactic means is carried out on the material of two languages. The conducted research revealed that prevalent syntactic means include mononuclear imperative sentences, exclamatory sentences, interrogative sentences, and negative sentences. Usage of the indicated syntactic means allows capturing interest of the recipients and indirectly influencing their mind. Both, English-language and Russian-language online advertising most frequently use mononuclear imperative sentences, as it motivates to purchasing goods or services, and convinces the audience that they should have it. No significant differences in using other types of sentences were detected in English-language and Russian-language online advertising; the primary task of advertising in any language is to encourage customers to buy the goods or services.
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Bai, Zhihong. "The Characteristics of Language in Cosmetic Advertisements". Theory and Practice in Language Studies 8, nr 7 (1.07.2018): 841. http://dx.doi.org/10.17507/tpls.0807.16.
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Advertising plays a vital role in the development of society and economy. Its function can not be underestimated. Advertising language is a special applying language when it compares with others like literary and technological languages. It has become an indispensable part of daily life because of its particular characteristics. It makes a brief introduction into the definition, function of advertising at first in this paper. Then, it mainly summarizes and analyzes the linguistics characteristics of cosmetic advertisements at lexical, rhetorical levels and sentence structure. Through the analysis of cosmetic advertisements, the linguistic features of advertisements are summarized. It is important for people to understand the beauty of language in advertisements.
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Hornikx, Jos, i Ellen Mulder. "The curiosity-evoking capacity of foreign languages in advertising". Dutch Journal of Applied Linguistics 4, nr 1 (17.08.2015): 59–66. http://dx.doi.org/10.1075/dujal.4.1.05hor.
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In commercial messages, such as advertisements, foreign languages are sometimes displayed. Regardless of whether readers understand the foreign language utterance, researchers have claimed that such foreign language display evokes curiosity to read the ad, and improves ad and product evaluation. Whereas empirical research has established the impact of foreign language display on evaluation, no studies have been conducted on its curiosity-evoking capacity. In this research note, the importance of this capacity is highlighted, and a first study is presented that tested this capacity. The results did not find support for the curiosity-evoking capacity of foreign language display.
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Совєтна, Альона, i Едуард Совєтний. "ХРОМАТИЧНІ КОЛЬОРИ В РЕКЛАМАХ ІНТЕР'ЄРУ НІМЕЦЬКОЮ ТА АНГЛІЙСЬКОЮ МОВАМИ". Modern engineering and innovative technologies, nr 23-02 (30.10.2019): 133–38. http://dx.doi.org/10.30890/2567-5273.2022-23-02-034.
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Advertising texts in German and English languages were analyzed, in particular red and yellow colors in interior advertisements. Red lexemes in the German language are not inferior to red in the Ukrainian language. Elements of national and cultural brandi
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Kamboda, Cici Frilly, Nonny Basalama i Abid . "Examining the Utilization of Multimodal Resources in Avoskin Advertising Campaigns". International Journal of Research and Review 10, nr 7 (19.07.2023): 335–49. http://dx.doi.org/10.52403/ijrr.20230746.
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The use of language is not only for communication, but also delivering message, expressing emotion, informing each other, and even persuading others. People use different modes of signs for meaning-making, a term referring to multimodality. Multimodal discusses different ways of communication such as verbal, color, gesture, sound, and other resources. The used of multimodal aims to persuade people, and this kind of persuasive is used in Avoskin advertisement to change the viewer into their costumer. Accordingly, this study focused on the persuasive languages used systemic functional linguistic and multimodal. This study conducted to find out the persuasive languages used in Avoskin Beauty advertisement and to investigate how does Avoskin Beauty persuade its audiences. The data this study drew upon analytical tools from systemic function linguistic proposed by Halliday (1976), and multimodal by Kress & Van Leeuwen (1996).Avoskin Beauty advertisements used 5 kinds of persuasive languages to attract the viewers. Furthermore, with the different number of the persuasive language found that not all the persuasive language applied in Avoskin advertisements. In persuading the audiences the advertisements applied all the textual and interpersonal components. While experimental not all the component applied in the advertisement. The music analysis found that the music was not relate to the product advertised, but affecting to the product. In the further, further research can analyze the persuasive language in two or more different advertisement of skincare, or make a comparison the persuasive language used in advertisements of Avoskin and others advertisements. Keywords: Persuasive Language, Multimodal, Systemic Function Linguistic, Advertisement, Avoskin.
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Briaukienė, Birutė. "The Language of Medical Advertising Materials". Respectus Philologicus 27, nr 32 (25.04.2015): 166–73. http://dx.doi.org/10.15388/respectus.2015.27.32.16.
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Increasingly audacious steps in advertising are made to affect the customer and to encourage them to buy the advertised goods. Advertising is highly important in gaining a foothold in the business environment. Usually, the advertising texts fail to meet the norms of the standard Lithuanian language. The aim of this article is to compare the language of the advertising booklets of two pharmacies.The linguistic analysis of the advertising booklets of Camelia and Euro Pharmacy for March 2014 showed that in terms of language errors the booklets of the two pharmacies were similar, and the character of the errors was identical in both cases. The advertising booklets of both pharmacies contained lexical, syntactic, morphological, and logical errors. The advertising booklet of the Camelia pharmacy presents 121 items, which advertising descriptions contain 55.3% of language errors. The advertising booklet of the EuroPharmacy presents advertising descriptions of 103 items, where language errors comprise 57.2%. The majority of the errors detected in the advertising booklets of the two pharmacies are lexical (Camelia – 33.8%, and Euro Pharmacy – 37.3%) or syntactic (Camelia – 27.9%, and Euro Pharmacy – 37.3%). Both publications contain nearly equal numbers of lexical errors (Camelia – 17.6%, and Euro Pharmacy – 18.7%). The greatest difference was observed in the number of morphological errors (Camelia – 20.7%, and Euro Pharmacy – 5.7%).In addition to that, the name of the Camelia pharmacy is in conflict with the norms of both Lithuanian and Latin languages.
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Ha, Thai Thi Xuan. "An Exploration of Experiential Meaning in Verbo-visual Contexts of Perfume Advertising Discourse in English and Vietnamese". Asian Research Journal of Arts & Social Sciences 22, nr 2 (19.01.2024): 7–15. http://dx.doi.org/10.9734/arjass/2024/v22i2511.
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This study explores the nuanced interplay between language and visuals in advertising discourse, examining the experiential meaning in both English and Vietnamese contexts. The research delves into the distinctive ways these two languages employ linguistic and visual elements to convey messages in advertising. This study compares the linguistic and visual features in English and Vietnamese advertising using the functional systemic theory by Halliday [1] and the grammar of visual design by Kress and Van Leeuwen [2] to identify characteristics in language and visuals within advertisements. The findings of this research contribute to a deeper understanding of the cross-cultural dynamics within advertising discourse and shed light on how language and visuals collaboratively shape the meaning and impact of advertisements in these distinct linguistic and cultural contexts.
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Galikhanova, Farzaniya Ul’masovna, Diana Nyailevna Davletbaeva i Rustem Mürseloğlu. "LINGUOPRGMATIC ASPECT OF SYNTACTIC STYLISTIC DEVICES USED IN ADVERTISING TEXTS". EurasianUnionScientists 2, nr 8(77) (16.09.2020): 38–42. http://dx.doi.org/10.31618/esu.2413-9335.2020.2.77.970.
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The article examines features of advertising language in the comparative aspect on the material of Russian and English advertising texts. Modern business sphere is focused on the system of market relationships and advertising in this case takes a key position in our life. Language of advertising presents a special field of study in modern linguistic studies. Linguists deal with the analysis of functional-stylistic features of advertising language. It is widely known that such texts are stylistically colored and vivid. This article is devoted to the problem of linguopragmatic aspect of syntactic stylistic devices used in the production of advertising texts in English and Russian, especially of business terms. It describes the syntactic devices used in advertising texts. The purpose of this study is to describe the way these devices function in the advertising texts, to compare their pragmatic features from the linguistic point of view in English and Russian languages. The authors also provide the lists of the most powerful syntactic stylistic devices used in Russian and English advertising texts in business sphere.
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Kartaleva, Anastasiia Sergeevna. "Comparative analysis of the methods of speech impact in advertising slogans of Chinese and Russian languages". Филология: научные исследования, nr 10 (październik 2020): 41–53. http://dx.doi.org/10.7256/2454-0749.2020.10.32023.
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This article is dedicated to the analysis of slogans in Chinese and Russian languages, as well as the characteristic to each language communicative strategies, for determining similarities and differences of the peculiarities of their implementation. In the course of analysis, the author determined the target focus of advertising text, which in turn, defines the selection of language tools that implement one or another strategy. Having conducted a cross-cultural comparison based on materials of the slogans in Chinese and Russian languages, the author revealed the communication strategies and speech techniques implemented in each text, and calculated the number their occurrences. The scientific novelty consists in discovery of the elements of level structure of speech impact of advertising (communication strategies and speech techniques typical for a particular advertising discourse). The elements are carefully explored and described. This article is first to describe the comparison of communication strategies and speech techniques are also described within the framework of juxtaposition of Russian and Chinese languages. The acquired results demonstrate the impact of communication strategies upon the perception of advertised information, as well as dependence of communication strategies on the cultural aspect.
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Fakhretdinova, Gulnaz Nurkhametovna. "Specifics of using pronouns in Tatar-language and English-language advertising slogans". Philology. Issues of Theory and Practice 17, nr 2 (19.02.2024): 438–42. http://dx.doi.org/10.30853/phil20240061.
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The aim of the study is to determine the functional capabilities of pronouns that contribute to the realization of a pragmatic task in Tatar-language and English-language advertising slogans. The paper considers two categories, i.e., the first- and second-person personal and possessive pronouns, since they are used to denote a specific addressee of advertising and the manufacturer of goods or services. The study is novel in that it is the first to consider the specifics of using pronouns in advertising slogans with pragmatic potential in a comparative aspect, which will make it possible to identify and systematize differences and similarities in the use of linguistic means in the context of advertising in languages with different structures. As a result of the study, it was found that pronouns in advertising texts perform several functions: targeting a specific addressee, indicating the source of the advertising message, establishing links between the consumer and the manufacturer of advertising products. At the same time, in Tatar advertising slogans, the socio-expressive function of the pronouns ‘син’ (singular ‘you’) and ‘сез’ (plural ‘you’) is easily determined, while in English the absence of the singular ‘you’ / plural ‘you’ difference is not an indicator of formality or informality.
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Skripnik, Kseniya, Anna Gerasimova, Irina Belyaeva i Ekaterina Kovsh. "Modal characteristics of advertising slogans in English and Chinese". E3S Web of Conferences 284 (2021): 08003. http://dx.doi.org/10.1051/e3sconf/202128408003.
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The present work explores the modal architectonics of the advertising slogan as a type of microtext in English and Chinese. The authors attempted to describe the basic markers of the text category of modality. According to this data we could carry out the linguistic analysis of the selected language material. The main language models of English and Chinese advertising slogans are revealed, such as: slogan-axiom, slogan-commissive, slogan-directive, slogan-interrogative and slogan-qualitative. As the result of the study, we have revealed and distinguished a list of invariant features such as: modal determination, one-system modal construction, monomodality, heterogeneity of language means. They are used to construct a text category of modality in this type of the microtext in the English and Chinese languages, in general, and for each language model, in particular.
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Hontar, Maryna. "The language policy of Ukraine in the retail and services sphere". Ukrainska mova, nr 1 (2021): 20–35. http://dx.doi.org/10.15407/ukrmova2021.01.020.
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This paper explores how the language policy of Ukraine is established in the retail and services sphere. The analysis focuses on the Ukrainian legislation which regulates the use of the official language and other languages in advertising, product information, and services. In the period of the Ukrainian state independence, the language use in the retail and servi-ces sphere is determined by Article 10 of the Constitution of Ukraine which lays down the basic principles for the operation of languages in Ukraine and the legislative documents which regu-late customer-provider relationships and contain requirements for goods and consumer services.The article states that information should be provided to the consumer in accordance with the lan-guage legislation requirements. The Law “On Languages in Ukrainian Soviet Socialist Republic” (1989) and especially the so-called “Kivalov – Kolesnichenko language law” did not guarantee Ukrainian citizens the right to receive information and to be served in the official language, i.e., in Ukrainian. The 2019 language law, Article 30, however, obliges all service providers to serve consumers and provide information about goods and services in Ukrainian. Keywords: sociolinguistics, language policy, retail and services sphere, Ukrainian language.
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Acar, Alpaslan. "Translators and Advertisers as an Accomplice in the Objectification of Women in Advertising". International Journal of English Linguistics 10, nr 2 (18.01.2020): 51. http://dx.doi.org/10.5539/ijel.v10n2p51.
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The study was carried out to find out whether women are objectified in the source language (English) verbally and non-verbally, and evaluate and assess the advertisers and translators’ role in objectification of women in the target language (Turkish). To evaluate the objectification of women in the source and the target languages scientifically, the researcher developed a scale consisting of 16 items, which analyse any advertisement in terms of verbal and non-verbal objectification. To ensure reliability and validity, four experts’ opinion as to the items of the scale was resorted and statistical analysis was carried out before it was applied to. Magnum ice cream, Toyota, Efes Zilli Sally & Delikanlı Harry, Game of Sultans and L`Oréal Paris skin cream commercials were analysed verbally and non-verbally in two languages. The results of the study show that in both languages, women are extensively objectified and in some advertisements, the physical beauty of women was dehumanized and even reached to the border of pornography.
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Hornikx, Jos. "Non-nativeness in communication". Dutch Journal of Applied Linguistics 4, nr 1 (17.08.2015): 1–5. http://dx.doi.org/10.1075/dujal.4.1.01hor.
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One of the linguistic consequences of globalization is the increase in the number of people communicating with each other in a language that is not their own. Studies have started to examine how non-nativeness affects people in their production and evaluation of discourse. This special interest section brings together a collection of empirical papers in a particular domain of non-nativeness in communication, that is, the use and effects of foreign languages in job and product advertisements. These papers investigate how the use of foreign languages is appreciated by non-native users, what determines the occurrence of foreign languages, how recall of foreign languages compares to the recall of L1 advertising, and whether foreign languages attract the readers’ curiosity. Together, these papers demonstrate the growing academic interest in non-nativeness in communication.
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Terskikh, Marina V., i Olga A. Zaytseva. "Didactic potential of authentic advertising texts in Russian as a foreign language classes". Neophilology, nr 4 (2023): 767–78. http://dx.doi.org/10.20310/2587-6953-2023-9-4-767-778.
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The didactic potential of the texts of modern commercial advertising in Russian as a foreign language classes is studied. In the theoretical part of study, the authors turned to the foreign experience of considering authentic materials as a means of developing communicative competence in teaching foreign languages. Approaches to the concept of authentic materials, the principles of their selection and algorithms of application in pedagogical practice are systematized. The advertising text is considered both as a means of improving linguistic competence and as a tool for integrating cultural components into the learning process, the advantages and disadvantages of advertising texts in terms of their linguo-methodological function are identified, and criteria for selecting promotional materials for classes in Russian as a foreign language are formulated. As a practical material, an algorithm for working with advertising texts at different levels of Russian language proficiency is presented, sample tasks are proposed for use in Russian as a foreign language classes in accordance with the three classical stages of working with text: preparatory (pre-demonstration), cognitive (demonstration) and reinforcing (post-demonstration). In the work, such research methods as the descriptive-analytical method, the method of systematization and classification, the design method, as well as the communicative method of teaching a foreign language are used.
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Riyandi, Shierlynda Winnindya, i Khristianto K. "The Languages to Sell in Two Commercial Sites in an Indonesian Small Town". ELLITE: Journal of English Language, Literature, and Teaching 6, nr 2 (21.12.2021): 103–11. http://dx.doi.org/10.32528/ellite.v6i2.6108.
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The primary goals of this research are to determine the language patterns of the signs, characterize the employment of different languages in these patterns, and explain the language situation reflected by the LL signals in the two locations. It applied a mixed method (Cresswell: 2018). The subject of this research includes shop signs, slogans, and also some of the advertising signs displayed in the sites. The signs were then seen from the number of languages displayed and their source. For the analysis, it adopted the view of Scollon and Scollon and Scollon-Wong (2003). Based on the results of the analysis, the signs can be classified as monolingual, bilingual, or multilingual. The languages displayed there are Indonesian, Javanese, English, Japanese, Arabic. The first three languages are the dominant in any kind of signs collected from these sites. The presence of more than a language in sign has proved that the languages displayed tend to be complement to each other as they bear different information (and sometimes) functions. English is taken for its commerciality and prestige, Indonesian is employed for its communicative role, and Javanese is relied for its shared identity and closeness.
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Voloshina, Tatiana, Wang Qi, Katarina Slobodova Novakova, Jerome Baghana i Martina Pavlikova. "Language and Cultural Peculiarities of Gender Realisation". Journal of Education Culture and Society 13, nr 2 (27.09.2022): 531–48. http://dx.doi.org/10.15503/jecs2022.2.531.548.
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Aim. The aim of the article is to reveal gender realisation peculiarities in English and German advertising texts. The concept of the research work is focused on the idea that representatives of different languages and cultures make unique world environment. The work proves the concept validity of the unique language nature in the distinctive idea of its cognitive base formed by an ethnic group. Methods. The concepts of universality and uniqueness of the linguistic and cultural features of gender perception are revealed using the methods of analysis and generalisation. Results. The result of the research work is in the necessity for advertising texts to have special gender language markers which are the kind of signal influencing the conscience of men and women while making purchases. The authors stress that social characteristics of men and women, such as age, social or family status expressed in the form of various degrees of comparison of adjectives are used mainly in English magazines; while German advertising texts put the use of adjectives and articles on the first place. Advertising for women have the set of a special expressive and emotional language tools complex while for men the use of vocabulary stressing the main type of activity of a man - energy is of the top priority. Conclusion. The research work presents cognitive value in theory and practical recommendations to gender linguistics specialising in advertising texts structure illustrating peculiar features of men and women as consumers being influenced by language, cultural, psychological characteristics.
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Yeboah-Banin, Abena A., Modestus Fosu i Marian Tsegah. "Linguistic Complexity and Second Language Advertising Audiences: Is There a Case for Linguistic Exclusion?" Journal of Communication Inquiry 42, nr 1 (24.10.2017): 70–90. http://dx.doi.org/10.1177/0196859917737292.
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In many Anglophone developing countries, the language of most public service advertising is English, a language that is second rather than primary for audiences. Set in a dual-language context where English exists alongside several local languages, as means of interaction, this means that audiences must engage with messages in a language not necessarily preferred for conversation. In addition, messages are often carried on radio, a transient medium where meaning can be lost in the temporality of messages. This increases the task on audiences for processing messages, as the ability to understand most advertisements becomes contingent on their attainment of formal education. While this highlights the critical role of the English language in determining the effectiveness of public service advertisements among second language audiences, it remains understudied in media/communication scholarship. Using a textual analysis of two public service advertising campaigns in Ghana, the study unpacks the English used and examines the implications for audience comprehension.
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Griffin, Jeffrey L. "Global English infiltrates Bulgaria". English Today 17, nr 4 (październik 2001): 54–60. http://dx.doi.org/10.1017/s0266078401004060.
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Following his article ‘Global English invades Poland’ (ET50, Apr 97, Vol 13.2), the author explores the comparable impact of English on advertising in a second Eastern European nation.Global English continues its unchecked spread, not only as the second language of choice for more people than any other, but also as an infiltrator whose words creep into the fabric of other languages through such avenues as film, television, popular music, the World Wide Web, advertising and youth culture.
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Zhou, Lan, i Qiang Sun. "A Contrastive Analysis of Explicit Cohesion in English Advertising Texts and Their Chinese Consecutive Interpretation Versions". Theory and Practice in Language Studies 9, nr 4 (1.04.2019): 465. http://dx.doi.org/10.17507/tpls.0904.15.
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Although much research has been conducted on language features of advertising, little has been reported on the contrast between language use in advertisements, particularly advertisements in English and those in Chinese. Drawing on Halliday and Hasan’s theory about cohesion in text, this paper reports on the explicit cohesion devices used in advertising texts in English and Chinese. The data were derived from Singapore, a multilingual country where English and Chinese are two important languages. A total of thirty advertisements in English and their Chinese versions were analyzed for the distribution of explicit cohesive devices, i.e., lexical cohesion and grammatical cohesion. The study reveals that advertisements in English used more reference and conjunction devices than those in Chinese, whereas Chinese language advertisements employed more ellipsis devices than English language advertisements. It also finds that there were no differences in the use of substitution and lexical devices in English or Chinese language advertisements. The conclusion of the study is finally drawn and the further study is suggested.
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Prishtina, Shkumbin Munishi. "Multilingualism in Linguistic Landscape of Prishtina (Kosovo)". Journal of Educational and Social Research 8, nr 3 (1.09.2018): 101–6. http://dx.doi.org/10.2478/jesr-2018-0036.
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Abstract Language relations as manifestations of the phenomenon of multilingualism are also expressed in the area of the so-called linguistic landscape. Undoubtedly, the linguistic landscape not only reflects the use of languages in public space but at the same time reveals the depth of public perception of different languages, depending on their function and prestige. In this paper, I will treat Albanian, English and Serbian rapports through their coverage in the Pristina linguistic landscape, focusing on the use of these languages in advertising space in the city of Prishtina and in other tables that perform semiotic functions of indexes in this city. Likewise, within the reflection of the status planning of languages in Prishtina linguistic landscape, the use of Serbian in the official tables will be treated. This case study will also reflect the features of language policy and the impact of the globalization phenomenon in different languages. The results presented in this paper will reflect on the field research within a certain time span. The research has shown that in the Pristina linguistic landscape, in addition to the Albanian language, English has a dense use, while the use of Serbian is mostly limited to official charts i.e. names of the streets of the city and is not found in private advertisements tables.
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Tenia, Nia, i Rahmat Saripudin. "ANALYSIS DICTION AND ANAPHORA LANGUAGE STYLE IN UNILEVER INDONESIA PRODUCTS ADVERTISEMENT ON TELEVISION". PROJECT (Professional Journal of English Education) 2, nr 1 (25.01.2019): 58. http://dx.doi.org/10.22460/project.v2i1.p58-64.
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The purpose of this study are (1) Describe the diction or choice of words in unilever product advertising. (2) Describe the anaphoric language style in unilever product advertising. (3) Describe the function of the sentence in unilever product advertising. Techniques used to collect data in this study is by library techniques, techniques refer, and method of record. Library technique is an attempt to find written or oral data sources that are documentation. Techniques refer to the technique of providing data with the use of language, while the technique of note is advanced techniques refer to the recording of both the written and oral advertisement of unilever products on television. The next step of the data is classified according to the issues discussed about word choice / diction, anaphoral language style, and sentence function in unilever product advertisement. Based on the analysis of diction, anaphora language style, and sentence function on unilever product advertisement on television. The findings derived in the form of dictionary peculiarities are indicated by the use of appropriate and varied expressions and symbols, the use of various terms from foreign languages, and various expressions deliberately exaggerated to reinforce meaning.Keywords: Diction, anaphoric language style, sentence function, unilever product advertisement.
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Liman, Vitaly, i Olena Polova. "FEATURES OF INTERNET ADVERTISING OF HOTEL BUSINESS ENTERPRISES IN THE UKRAINIAN INTERNET SEGMENT". "EСONOMY. FINANСES. MANAGEMENT: Topical issues of science and practical activity", nr 4(66) (30.12.2024): 133–50. http://dx.doi.org/10.37128/2411-4413-2023-4-9.
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The article analyzes the use of the main types of Internet advertising by hotel business enterprises. The peculiarities of the use by hotel business entities in the Ukrainian Internet segment of such types of Internet advertising as search optimization of the hotel website, «Google My Business» service, contextual advertising, partnership with online reservation services, advertising in social networks are given. Basic requirements for the website of the hotel enterprise are generalized. Such indicators of ease of use of the site as easy availability of basic information, cross-browser compatibility, download speed and others are described. Recommendations for the modern design style of the hotel website are given. The expediency of multilingual hotel website is substantiated. The main components of the information content of the website of the hotel enterprise are described - the conditions of booking and accommodation, the appearance of the rooms, information about the location of the hotel, etc. The main requirements for the hotel website were analyzed. On the basis of statistical data of thematic search queries in Ukrainian and foreign languages, the relevance of attracting thematic traffic to the hotel website in both Ukrainian and foreign languages has been proven, and recommendations for the implementation of such attraction have been given. Such means of obtaining foreign language traffic by the site as creating foreign language mirrors of the hotel site and including foreign language key phrases in the metatags and pages of the site are described, which allows to increase the visibility of the site in search engines by expanding its semantic core and increasing positions in thematic search results. The peculiarities of the use of the contextual advertising to attract potential hotel customers were studied and its advantages and disadvantages were described. The specifics of contextual advertising in the Ukrainian Internet segment are determined, in particular, the need for separate adjustment of this type of advertising in the google.com and google.com.ua push systems. Advertising formats and specifics of advertising of the hotel enterprises in social networks are described. The specifics of the using the «Google My Business» service for advertising hotel enterprises are analyzed in detail. Recommendations are given for registering a hotel business enterprise in this service and administering of the created account is made. Reasoned Recommendations regarding the content and completeness of the information in the hotel card in the «Google My Business» service, and the correspondence of this information to the content of the hotel website are justified.
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Atmaja, Karta. "Internet Analysis of Figurative Language in Automotive Advertisement Slogans". Journal of Pragmatics Research 4, nr 1 (1.02.2022): 18–28. http://dx.doi.org/10.18326/jopr.v4i1.18-28.
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This study aims to figure out what figurative language was utilized in the slogan and assess what that figurative language means in context. The data for this study came from advertising on the internet. The data were analyzed using descriptive qualitative research methods. Qualitative research methods focus on features of a problem's in-depth understanding. This study collects, analyzes, and interprets data through data gathering techniques such as observation and document analysis. In this study, the researcher analyzed twenty-two automotive brand slogans. It showed that there were three slogans using Personification, two slogans using Metaphor, seven slogans using Hyperbole, three slogans using Metonymy, one slogan using Simile, one slogan using Litotes, one slogan using Paradox, one slogan using Synecdoche, and one slogan using Symbols. From these results, it can be concluded that the most widely used figurative languages in the automotive advertising slogans studied are Hyperbole, Personification, and Metonymy. Keywords: Figurative Language, Analyzes, Automotive, Slogan
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Kotenko, M. V., i A. Z. Shtanhret. "Occasional words in the language of advertising". Bulletin of Luhansk Taras Shevchenko National University, nr 3 (341) (2021): 27–36. http://dx.doi.org/10.12958/2227-2844-2021-3(341)-27-36.
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The article attempts to investigate the peculiarities of using of occasionalisms in the language of advertising. A thorough analysis of selected occasionalisms was performed on the level of phonetics, semantics and syntax. It has been proven that alliteration is the most often used means to increase the intonational expressiveness of an advertising slogan, as illustrated by numerous examples from newspaper articles. The analysis of belonging of occasional words to a certain part of the language has shown that they mostly belong to the class of nouns, adjectives and verbs with a positive connotation, thus contributing to the expressiveness of an advertising slogan. It has been confirmed that every occasionalism has been created for a certain advertising slogan by violating the language norms of word formation. Most occasional words have been formed by derivation, mainly affixation, base formation and abbreviation. From a syntactic point of view, the language of advertising is represented by affirmative, interrogative and exclamatory types of sentences. The main function of the selected occasional words is the nomination of certain products and services. Performing the function of an expressive means, occasionalisms are mostly used to provide a vivid description of the advertising product or service in order to attract the attention of consumers. It has been proved the expediency of using intentionally incorrect spelling of words, the so-called sensational or divergent spelling in the texts of the advertising slogan is considered to be one of the effective ways to attract the attention of modern consumers to the advertising product or service. As an example of an innovative tool in the battle for perspective consumers, the use of numerals and other graphic symbols has been singled out for the potential consumers’ attention, which will help to increase the effectiveness of the advertising slogan and remembering of its new expressive shades.
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GIABER, JAMAL MOHAMED, NOUR HAMMO, SAFA HRAIZ, DU’AA QADAN, RAHF ALNAMER i SHAIKHA ALMAAMARI. "TRANSLATING HEADLINES IN PRINT BUSINESS ADVERTISEMENTS FROM ENGLISH INTO ARABIC IN UAE". Across Languages and Cultures 21, nr 1 (czerwiec 2020): 107–24. http://dx.doi.org/10.1556/084.2020.00006.
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Abstract:Business advertisements are multimodal consumer-oriented texts with persuasive functions. Advertisers create specific advertisements for marketing products/services in specific contexts. The headline in an advertisement is the main element as it attracts attention and summarizes the advertising message. Advertising relies on socio-cultural implications through visual and non-visual elements. When products/services are marketed in a new context with a different language, their advertisements are translated into that language. Because languages have different ways of encoding information, the success of a product/ service in a culturally different context depends on how its advertisement is translated. The structural and cultural differences between English and Arabic and the functional nature of headlines in English business advertisements seem to have direct bearing on how advertising headlines are rendered into Arabic. This study investigates the translation of advertising headlines from English into Arabic in the context of marketing products/services in UAE. The aim is to identify the techniques used in translating headlines and their implications for translation quality and to identify views of Arab customers over the acceptability of Arabic versions of advertising headlines. The study findings indicate that seven translation techniques are used and customers consider Arabic advertisements produced via function-oriented translation techniques more acceptable than translations produced via form-based techniques.
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Sutthinaraphan, Kritnucha. "A Linguistic Landscape Study of Advertising Signage on Skytrain". MANUSYA 19, nr 3 (2016): 53–71. http://dx.doi.org/10.1163/26659077-01903005.
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The aim of this study is to examine to what extent and in what ways Thai and other languages, especially English, are used in the rapid transit system in Thailand and to describe the bilingual strategies used. The data were collected through photographs of advertising signage in the BTS2 Skytrain system and open-ended interviews. Three stations, Mochit, Payathai and Siam, were selected to be analyzed. The results revealed that the majority of the signs (65%) are in bilingual Thai and English by script. On the whole, the Thai language is used for informational purpose, while English is used for symbolic function to express senses of luxury, technological advancement and internationalism. It is found that there are many types of code-mixing, the combination of English and Thai script, lexicon, syntax and phonology. To supplement the quantitative data, key players (i.e., advertising employees) were interviewed, who stated that the reasons for inclusion of English language in advertising are stylishness and flamboyance.
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Oktaviani, Adisti Anastasya, i Aura Naila Syalvia. "KARAKTERISTIK DAN FUNGSI BAHASA DALAM IKLAN APLIKASI BELANJA ONLINE". Jurnal Komposisi 6, nr 2 (6.03.2023): 69. http://dx.doi.org/10.53712/jk.v6i2.1786.
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Each language must have its own characteristics according to the use by the speaker to meet the needs in the use of language to communicate. In communicating, language has various functions that are adapted to what the purpose of communication is. The purpose of this study was to analyze the characteristics of the language used in online shopping application advertisements and the language function of the use in online shopping application advertisements. This research is interesting to study because it discusses various language characteristics and language functions used in various online shopping applications such as Shopee, Tokopedia, Bukalapak, and Akulaku shopping applications. The method in this study uses a qualitative approach. The data in this study are in the form of online shopping application advertisements found on social media. data collection using recording and note-taking techniques. Data were obtained by observing video recordings and then recording the data needed in this study. The results of this study are the characteristics in the use of online shopping advertising language on social media such as the use of regional languages, slang, and foreign languages. The language functions used in online shopping advertisements that we found were informative functions, directive functions, reminder functions, and expressive functions.
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Vettorel, Paola, i Valeria Franceschi. "English and other languages in Italian advertising". World Englishes 38, nr 3 (28.08.2019): 417–34. http://dx.doi.org/10.1111/weng.12432.
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Ganayim, Deia, i Maria Mazzoli. "Linguistic ‘productscape’ and ethnolinguistic vitality". Journal of Language and Discrimination 7, nr 2 (19.10.2023): 293–313. http://dx.doi.org/10.1558/jld.26524.
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This paper examines the relationship between the ethnolinguistic vitality of the Arabic language and the linguistic landscape of dairy products in Israel, which we label the linguistic ‘productscape’ of milk products. The research stems from the following research questions: What is the social and political meaning of the printed language(s) on dairy products in Israel? How do they reflect the linguistic diversity of the country and how do they impact the visibility and, therefore, the vitality of Palestinian Arabic in Israel? Based on the analysis of ethnographic data of language on milk products and advertising campaigns from Tnuva, Tara and Yotvata, collected in Israel between 2015 and 2023, we argue that the realm of commercial products (and crucially of basic necessities, like milk products) has a prominent role in shaping the symbolic capital of languages within multilingual societies. Specifically, we highlight the responsibility of private dairy company managers, specifically in their choices of language on products packages and advertising campaigns, which contribute to the linguistic landscape, influence ethnolinguistic vitality, and ultimately play a role in the Israeli-Palestinian conflict.
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Gama, Fitri Ifi. "Gairaigo Derived from English in Japanese Advertising: Benefits, Drawbacks, and Global Implications". JAPANEDU: Jurnal Pendidikan dan Pengajaran Bahasa Jepang 8, nr 1 (5.07.2023): 1–9. http://dx.doi.org/10.17509/japanedu.v8i1.57472.
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Gairaigo, or loanwords borrowed from foreign languages, have become a ubiquitous feature of the Japanese language, with English being the most significant influence. The use of English loanwords in Japanese advertising has become increasingly common, with many commercials and other promotional materials incorporating gairaigo in their messaging. This study aims to explore the prevalence and significance of gairaigo derived from English in Japanese advertising, examining its benefits and drawbacks, and its global implications. This study utilized qualitative approach. The method used was descriptive method. Data collection technique through literature study. Data obtained online through various academic database, a total of 19 books and 26 scientific articles, and be analysed using descriptive analyse technique. This study found important benefits of gairaigo in Japanese advertising, that are: increase product appeal to younger generations, more effective communication with international audiences, and enhanced global image of Japanese brands. However, there are also drawbacks, that are: limited accessibility for non-English speakers, potential language erosion and loss of cultural identity, and negative impact on traditional Japanese businesses. Furthermore, the global implications of gairaigo in Japanese advertising are also significant, with the influence of Japanese advertising on global marketing trends and cultural exchange and cross-linguistic communication. Overall, while the use of gairaigo in Japanese advertising can bring numerous benefits, it is important to carefully consider its potential drawbacks and cultural implications for both domestic and global audiences. By understanding the impact of gairaigo on Japanese advertising, we can gain a deeper understanding of the complex interplay between language, culture, and marketing in a global context. Further research is needed to continue exploring the impact and implications of gairaigo in Japanese advertising. Further research is needed to continue exploring the impact and implications of gairaigo in Japanese advertising.
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Sichkar, Svitlana, Maryna Kaminska, Maryna Bryk, Khrystyna Melko, Olga Zhurkova i Halyna Kharkevych. "Training of Future Translators through Advertising Slogans Translation". Revista Romaneasca pentru Educatie Multidimensionala 15, nr 2 (10.04.2023): 418–39. http://dx.doi.org/10.18662/rrem/15.2/742.
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The paper focuses on translating advertising texts as an indispensable tool for future translators’ training. It elaborates on a semiotic approach to English advertising slogans translation into Ukrainian. From this perspective, it is possible to capitalize on language to decode the concepts encapsulated in advertising texts and devise ways of affecting mass consciousness. The present research gives a comprehensive account of translation strategies involved in deciphering the subtlety of meanings actualized in the advertising context. A comprehensive translator’s preparation should include training in various translation strategies, as they are essential for producing high-quality translations that meet the needs of both the client and the target audience. By using appropriate translation strategies, translators can ensure that their translations are accurate, efficient, and culturally appropriate while preserving the original text’s style, tone, and impact. Commercial, social, and political advertising slogans have been subjected to a comparative analysis. The study results prove that lexical-semantic, grammatical, and stylistic transformations are used in rendering advertising slogans into Ukrainian. However, the translation process is often complicated due to discrepancies in the syntactic structures of English and Ukrainian languages. The latter affect either separate untranslatable elements or the whole target language text. Therefore, translating advertising texts is a helpful tool for future translators’ training, as it allows them to develop a range of skills and strategies essential for success in the translation industry while also meeting the needs of clients who require high-quality translations of their advertising materials.
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Nevinskaitė, Laima. "Multilingual Advertising in Lithuanian Magazines in 1993–2013". Taikomoji kalbotyra, nr 3 (2.03.2015): 1–32. http://dx.doi.org/10.15388/tk.2014.17474.
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The article presents a quantitative analysis of multilingual advertising in Lithuanian magazines 1993–2013. The analysis includes those advertisements where alongside Lithuanian separate elements in a foreign language are used, and monolingual non-Lithuanian advertising. The sample included advertisements from four magazines of different profiles (a news magazine, a TV magazine, a women’s magazine, and a business lifestyle magazine) from years 1993/1994, 1998, 2003 and 2013, in total 1995 unique advertisements.A general conclusion is made that the amount of multilingual advertising in Lithuanian magazines has increased. Although as early as 1993/1994 the magazines contained a fair amount of non-Lithuanian advertisements, those years were atypical, since non-Lithuanian advertisements were by Lithuanian advertisers mostly and the models of bilingual advertisements were different than the models that prevailed in the later periods. In 1998 there were less non-Lithuanian advertisements than in 1993/1994 and since then their amount was continuously increasing. The trend of increase of multilingual advertising is best confirmed not by the dynamics of its amounts in single magazines, which was different from magazine to magazine, but by its increase within separate product categories and within the flow of advertisements by Lithuanian companies.In 2013, the proportion of non-Lithuanian advertisements in different magazines, without including into this number the names of companies and products, was 11–42 percent. The use of other languages in advertisements was related to product category (the biggest amount of non-Lithuanian advertisements were in categories associated with prestige, modernity, technological progress, and certain lifestyles); country of origin (advertisements by foreign producers were more likely to contain foreign text elements); size (full-page advertisements were more likely to be bi- or multilingual); structure (monolingual non-Lithuanian advertisements predominantly contained company/product name only or company/product name plus slogan/product type).English is the most often used foreign language in Lithuanian advertisements; French, German, Italian are also used; some other languages are used in single cases only. English is used by advertisers from all countries of origin and it is used mostly to create a modern identity of the brand. Other languages, judging by the product categories they are used in, are associated with ethnocultural stereotypes of those countries.
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Nevinskaitė, Laima. "What are Borrowings in Advertising for? Lexical Borrowings in Advertising". Taikomoji kalbotyra, nr 3 (2.03.2015): 1–30. http://dx.doi.org/10.15388/tk.2014.17479.
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The aim of the article is to analyse reasons of using new lexical borrowings in advertising, taking into account features of advertising as a genre. The empirical basis of the analysis consists of advertisements including borrowings that were collected in the Database of the New Borrowings. The article offers a qualitative analysis of borrowings in advertising.The theoretical basis of the article is a generalised classification of reasons for lexical borrowing, which includes designative, semantic, stylistic and sociopsychological reasons. Further a more detailed explanation is given by presenting the results of research on multilingual advertising: borrowings are used to fill in a semantic gap; because of creative motives in search for more interesting ways of expression; they help to associate the product with a particular cultural stereotype; or they can help to express the identity of a particular social group. From the viewpoint of advertisers, borrowings help to attract attention to the advertisement or product, to demonstrate its advantages by a symbolic value of other languages, to address a particular audience or to play with language for an emotional effect.The analysis of the Lithuanian data revealed a trend of the majority of borrowings used in advertisements for designative and semantic reasons, in order to name a new object. The origin languages of the borrowings vary; they include English, French, Italian, Spanish, Japanese, and Chinese. Some borrowings are used next to their equivalent of Lithuanian origin for metalinguistic reasons. In the group of stylistic reasons, English borrowings are used for creating allusions, language play, and in order to attract the attention of the audience. In the group of sociopsychological reasons, borrowings from English are most prominent; they mostly serve to emphasize the exceptional value of the product. They might also be used as euphemisms. For symbolic reasons, borrowings from French and Italian are also used. English borrowings that are a part of youth slang are used in advertisements to create a youthful identity of the product and to address young consumers.The analysis of spelling of borrowings (original vs. adapted) might also be explained by their functions in the text: original spelling helps to emphasize the authenticity of the designated object, increases the symbolic value of the borrowing. In contrast, the adapted spelling of marked borrowings in the advertisements addressed to young people emphasizes their slang origin.In summary, the analysis of the Lithuanian advertisements confirmed most of the reasons for borrowing found in previous studies on multilingual advertising. The paper concludes that borrowings do not only serve a supplementary role when they are needed to fill a lexical gap, but are also intentionally used as a stylistic, symbolic, identity construction tool in order to enhance the effectiveness of advertisements.
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Kusse, Holger. "Lingwistyka kulturowa i kulturoznawcza. Od Humboldta do dyskursu". tekst i dyskurs - text und diskurs, nr 13 (2020) (30.12.2020): 149–73. http://dx.doi.org/10.7311/tid.13.2020.08.
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The combination of linguistics and cultural analysis leads back to Wilhelm von Humboldt’s concept of linguistic worldview. In it, a direct connection between thinking and speaking (in a particular ethnic or national language) is presupposed, thus implying the influence of languages on cultures. In contrast to this postulate of the unity of languages and cultures, discourse-sensitive linguistics shows the diversity of varieties within ethno- or national-language-demarcated cultures. Linguistics in cultural studies thus escapes the danger of hypostasis of languages and cultures and methodologically becomes an integrative linguistics in which systemic, pragma- and sociolinguistic methods can be incorporated. Discourse-sensitive cultural linguistics analyzes cultures according to thematic and, above all, institutional discourses (of politics, religion, law, economics, science, etc.) and examines language use down to the level of individual utterances and their linguistic microstructures within the framework of these discursive macro levels. Another type is perlocutionary discourses which almost exclusively aim at the effect of communicative actions: advertising, propaganda, scandalous discourses etc. Discourse types are shown by Russian examples, especially the Russian national hymn, the provocative performances of the group Pussy Riot as an example of scandalous discourses, and state patriotic education as an example of propaganda discourses.
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KHODA, Lidija. "OCCASIONALISMS IN ADVERTIZING COPIES (AS EXEMPLIFIED BY SLOVAK, BULGARIAN AND UKRAINIAN LANGUAGES)". Ezikov Svyat (Orbis Linguarum) 18, nr 1 (27.03.2020): 44–51. http://dx.doi.org/10.37708/ezs.swu.v18i1.5.
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the article, occasionalisms as individual authored new formations in Slovak, Bulgarian and Ukrainian advertising texts were researched. The state of studying the selected scientific problems was analysed, as well as different views of scientists on the interpretation of the concept of ‘occasionalism’ and the use of various terms for its designation (occasional derivation, advertising new formations, potential words, etc.) were considered. Attention was drawn to the distinction between the terms of ‘neologism’ and ‘occcasionalism’. In the article, the reasons for lexical innovations appearance in advertising language were also studied, its functions were considered. According to the grammatical affiliation of occasionalisms in the advertising language, occasional verbs, nouns, adverbs, and adjectives were analysed, the peculiarities of its formation and use in advertising texts were found out, as well as a comparative analysis of some lexical units functioning in the texts of Slovak, Bulgarian and Ukrainian advertising was performed. A particular attention was given to occasional phrases, which acquire new shades in advertising due to an unexpected combination of words. According to word formation classification of occasionalisms, such ways of its creation were considered as prefix, suffix, prefix-suffix, word compounding, word stem compounding, and graphic derivation. Graphic occasionalisms occupy a significant place in the advertising texts, which arise from the type of highlighting certain letters, replacing individual letters with different symbols or borrowed letters, etc. Based on the material analysed, the influence of occasionalisms on the consumer during the perception of advertising texts was determined.
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Pyadysheva, Tamara G. "Advertising language: structural features of advertising texts". Neophilology, nr 1 (2022): 154–62. http://dx.doi.org/10.20310/2587-6953-2022-8-1-154-162.
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The relevance of this work is as follows – the studies conducted in this field reflect the fact that the language of advertising is quite rich, especially structural components. The unity of verbal, graphic, audiovisual aspects is an integrity that can somehow be represented in the form of a text message. The object of the study is the language of advertising, the subject of the study is what is its influence on the structural features of advertising texts. Formulating the objectives of the study, it is fair to ask such questions: what is advertising in principle? What is the language in which it “speaks”? And what are its forms and structural features? Is the difference in advertising texts significant by type of communication, etc. The objectives of the study are to visually reflect the role of the presence of advertising in modern times, to understand the basic terminology, to highlight what goals the advertising text pursues, to establish what are the structural features of various advertising texts. The research methods in this scientific work are theoretical and scientif-ic-literary analysis, bibliographic analysis of conference collections and materials posted on the Internet. The analyzed information of scientific literature made it possible to draw a theoretical conclusion – the structural features of such PR-texts as a press release, an advertising interview, a background, and the practical conclusion of this research work are revealed – an applied opportu-nity to use the generalized material of this work.
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Dewi, Ratna Sari, i Rezky Khoirina Tarihoran. "Code Mixing in Health and Hygiene Products Online Advertisements in Indonesia during COVID-19 Pandemic". International Journal of Research and Review 8, nr 5 (21.05.2021): 225–30. http://dx.doi.org/10.52403/ijrr.20210530.
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During the Covid-19 Pandemic, sales figures for health and hygiene products increased sharply. To promote their products, manufacturers take advantage of online media as a promotional medium for reasons of cutting costs and effectiveness. Advertisers employ a variety of creative strategies, including language usage. Certain advertisements incorporate a foreign language, such as English, into the native language. Code mixing is a sociolinguistic study that examines what happens when two languages are mixed in the same sentence in a multilingual society. The purpose of this study was to determine whether code mixing can be used to create advertising appeals in several health and hygiene products online advertisements, which according to Belch include rational and emotional appeals. Throughout the 12 health and hygiene products examined, various forms of code mixing were used as a form of advertising appeal, both rational and emotional. Code mixing can be used deliberately, for example, to attract millennial consumers. However, it could also be coincidental, as there is no equivalent word in Indonesian. Keywords: Code Mixing, Health and Hygiene Products, Online Advertisements.