Academic literature on the topic 'Advertisement, slogan, language of advertising'
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Journal articles on the topic "Advertisement, slogan, language of advertising"
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Atmaja, Karta. "Internet Analysis of Figurative Language in Automotive Advertisement Slogans." Journal of Pragmatics Research 4, no. 1 (February 1, 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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Raedts, Mariet, and Natalie Dupré. "De doeltreffendheid van een Italiaanse versus Nederlandse slagzin in een Italiaanse wijnreclame." Dutch Journal of Applied Linguistics 4, no. 1 (August 17, 2015): 39–57. http://dx.doi.org/10.1075/dujal.4.1.04rae.
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Foreign languages are commonly used in advertising, because it is generally thought that they attract consumers’ attention. Compared to English, Italian is only rarely chosen by European advertisers. Precisely because of their low frequency, Italian words have a higher chance to capture and hold the consumers’ attention. Although foreign languages are widespread in advertising, the effectiveness of their use has not been studied extensively. In our study on print advertisements we compare the effectiveness of a foreign language slogan (Italian) relative to a slogan in the local language (Dutch). More specifically, we focus on the effects of foreign language usage on cognitive, affective and conative consumer responses. Cognitive responses include spontaneous and prompted recall of the slogan and the brand name. Affective responses pertain to the attitude towards the slogan, the brand and the advertisement. Conative response was defined in terms of purchase intention. Our sample consisted of 236 subjects of different age and educational level from the Dutch speaking part of Belgium. These participants had little or no knowledge of the Italian language. The experiment had a between-subjects design. Participants either saw the Italian or the Dutch version of the advertisement. In order to optimize the effectiveness of the use of the foreign language, we ensured a match between foreign language, country of origin, and the advertised product. Therefore, we created an advertisement for Italian wines with visual elements (a picture and a drawing) evoking Italy. Additionally, we chose easy Italian words, as previous research has shown that slogans with easy foreign words are more appreciated than difficult slogans. The results of our study show that the Dutch slogan was more effective for the spontaneous and prompted recall of the brand name. The language of the slogan had no effect on participants’ attitudes towards the brand, the slogan and the advertisement. By contrast, the Italian slogan had a positive effect on participants’ purchase intentions. The article ends with some concluding remarks and suggestions for future research.
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Hornikx, Jos, Marianne Starren, and Bart van Heur. "Frans In Nederlandse Advertenties." Toegepaste Taalwetenschap in Artikelen 71 (January 1, 2004): 61–68. http://dx.doi.org/10.1075/ttwia.71.06hor.
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Foreign languages can be employed in advertising to draw attention to the persuasive message. Such a foreign language may be effective because of the symbolic value that it represents, such as attractiveness or beauty. In that case, the comprehension of the foreign language is not important; it functions purely as a symbol. This study examined whether the appreciation of French slogans was affected by their comprehension. The participants (N=120) judged three slogans that were pretested as difficult to understand, and three slogans that were pretested as easy to comprehend. The slogans were presented in advertisements of six different cars of three different French car brands. The literal meaning of the slogans appeared to be important. The slogans that were well understood were more appreciated than those that were difficult to understand. At the same time, French proved to have a symbolic value: participants preferred the French slogan to the Dutch slogan if the slogan was understood. Future research could focus on the exact symbolic meaning of French in Dutch advertising.
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Yu, Ping, and Xin Li. "Automobile Advertising Translation from the Perspective of Newmark’s Theory." Theory and Practice in Language Studies 9, no. 12 (December 1, 2019): 1535. http://dx.doi.org/10.17507/tpls.0912.09.
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This paper mainly discusses the application of Newmark's theories of communicative and semantic translation in automobile advertisement translation. After analyzing the translation examples of automobile advertisement text, title and trademark, the following conclusions are naturally drawn. The combination of communicative and semantic translation can guide translation practice more effectively. Semantic translation theory is preferred for automobile manual translation, while communicative translation theory is more suitable for automobile brand and slogan translation. Therefore, in order to achieve the intended effect of automobile advertisement, it is better to combine semantic translation with communicative translation in automobile advertisement translation.
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Drišļuks, Uldis, Ārija Kolosova, and Inta Kulberga. "Ieskats drukātās reklāmas vēsturē 20. gadsimta 30. gados: daži Liepājas piemēri." Scriptus Manet: humanitāro un mākslas zinātņu žurnāls = Scriptus Manet: Journal of Humanities and Arts, no. 10/11 (September 2, 2020): 29–43. http://dx.doi.org/10.37384/sm.2020.10.11.029.
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Historical advertisements and their language reflect tendencies and activities of the particular time period. When studying historical advertisement and its language, certain skills are required nowadays in order to understand the peculiarities, usage and significance of the language of the time. Advertisement is the source of history of its time, and its research provides an insight into both the history of the particular place, the city and the society of the time, its habits and values. Also, the political history of the age leaves an impact on the content of the advertisement. In its turn, comprehension of the language is a significant factor, as the text dominates in historical advertisements, and there are few pictures. An insight into the history of printed advertisement proves that a concise “text of advertisement” had to be created in order to get the advertisement printed in a publication, naming and advertising a particular product or service, it was important to show the information where the particular product could have been bought. The aim of the article is to provide an insight into the history of printed advertisement, using advertisements published in Liepāja publications during the 30s of the 20th century, mostly paying attention to the language of advertisements. In the article, the language of origin and problems of printed advertisements of the 30s of the 20th century have been analysed; differences in the language application have been studied comparing them with advertisement language nowadays. Analysis of literature and other resources, students’ surveys, and expert interview methods have been used to achieve the aim of the article. Research methods have been used in order to understand texts of old advertisements as resources of historical evidence, to study the written language of the time, as well as to understand that the advertisement of the time in the language context differs from the modern advertisement language and also from the Latvian literary language in general. It has been concluded that the Latvian language in the course of time is changing and developing. The language used in advertisements is simple; in order to attract attention, the superlative degree of adjectives is used. Advertisements are printed in black-and-white; the effect is achieved with bold letters and font size; the personification of the advertisement is common. Nowadays, youth can perceive the historical advertisement and be surprised that it was also used earlier in order, e. g. to attract customers to products. Some similar advertising slogans can be found that are still used nowadays. However, some difficulties are encountered when reflecting on the language of the time – separate words, expressions, also the applied orthography, as well as the old (Gothic) print. Youth justify difficulties of text perception with language development in the course of time, application of archaisms; they see the impact of the German language. The text of advertisements seems simple, even primitive, topical; it is an offer of practically applicable things. Nevertheless, the expert interviews confirm that the impact of a foreign language can be noticed in the advertising language, forms, words that are not used in the modern Latvian literary language any longer. To sum up, the authors of the article think that the research of the advertising language in the context of history is essential. Also, nowadays, when the digital marketing has developed, the issue about the communication with the consumer is still topical from the advertising point of view, and also the language application and content are important – what and how we want to say to consumers.
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Arifatin, Fais Wahidatul. "METAPHORS IN COFFEE ADVERTISING SLOGANS." Jurnal Ilmiah Bina Bahasa 12, no. 2 (December 31, 2019): 1–10. http://dx.doi.org/10.33557/binabahasa.v12i02.597.
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Conceptual metaphors are noticeable in everyday life, not just in language but in thought and action. They can be found in many life aspects such as advertisements. Through advertising slogans of products, especially coffee, metaphors are used. This paper aims are to: identify and analyze both the conceptual metaphors and the creative metaphorical linguistic expressions used in coffee advertising slogans and the possible reasons why a certain source domain is chosen for coffee target domain. The findings of this paper are that conceptual metaphors are used extensively in coffee advertising slogans to arouse customers’ interest. Good and creative coffee advertising slogans depend on well-chosen conceptual metaphors. This expands some new conceptual metaphors in our everyday life.Since advertising slogans contain brief and short sentences, even not in a full sentence, there could be more than one possible interpretation for each slogan. Different people may have different interpretation. No matter the understanding achieved, the advertising slogans main focus is to deliver a positive message and to promote the products.
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Juodytė, Aurelija. "Persuasive Visual: Body Language and Semantic Relationship Patterns in Press Commercials." Žurnalistikos Tyrimai 4 (January 1, 2011): 46–87. http://dx.doi.org/10.15388/zt/jr.2011.4.1789.
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Contemporary popular culture is closely related to visual communication and its standing out phenomenon – advertising. Theorists and various researchers agree about the impact commercials have on individuals, economics, and culture. However, the question, why advertising is so effective even when the message receivers are aware of the deliberate intentions of these communicative items, still has no clear answer. Nationwide it has not been researched yet. The aim of this article is to find out semantic patterns of body language that function as communicative strategies while consuming visual discourse. The semiotic analysis is applied as the research method of commercials. Advertisements from the press that cover women and men magazines, professional and entertainment publications, and national as well as international editions are investigated. Five-year period samples allow to present universal body language use and human body depiction classifications. The main conclusion is that body in visual discourse of commercials is reduced to the instrument of persuasion: body figures simultaneously generate the meaning of the message and inscribe certain values. Because of this constant figurative overshadow and overlap of discursive levels of utterance and annunciation the offering of prescribed benefits and pleasures is so simple and so effective. Keywords: annunciation, advertisement, advertising, body, body language, commercial, decoding, discourse, encoding, meaning, model, pattern, persuasion, press, relationship, semiotics, sense, slogan, strategy, utterance, value, visual.
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Km, Tri Sutrisna Agustia, and Hesteria Friska Armynia Subratha. "SOCIAL SEMIOTIC IN COVID-19 PUBLIC SERVICES ADVERTISEMENT." KULTURISTIK: Jurnal Bahasa dan Budaya 5, no. 2 (July 6, 2021): 43–49. http://dx.doi.org/10.22225/kulturistik.5.2.3395.
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The role of an advertisement in influencing people's perceptions and understanding has its own competence in the world of marketing. Advertising can be used as one of the most appropriate promotional tools in the introduction and understanding of a concept or an invitation to do something. The persuasive matter in this research regarding the importance of the role of the community in the Covid-19 pandemic conditions. Advertising products taken in this study are several public servicess about Covid-19 from several commercial and non-commercial institutions in Bali. The phenomenon of miss-interpretation and the mismatch of the desired meaning in an advertisement has a significant impact on the development of the Covid-19 case in Bali. The purpose of this research is to align the problem of conveying a meaning in advertisements for public servicess about Covid-19 which are often not understood by the public so that there is a misunderstanding between the wishes of the appellers and the understanding of the public's target. This study aims to: (1) describe the shape of the parts of the advertisement in the form of the title, text, and slogan contained in the public services advertisement regarding Covid-19, (2) describe the form of the relationship between signs and references in the form of markers and signs in the services advertisement. the public regarding Covid-19, (3) describe and provide an overview of suggestions regarding the role of the proper meaning in public servicess about Covid-19. The research design used a qualitative design collected from research subjects in the form of public services advertisements about Covid-19 collected from websites and print media in the form of visual media. The objects in this study are in the form of words, phrases, sentences, images, and colors in these advertisements. The research stage begins with the collection of public services data about Covid-19, then a picture of the correct meaning of the advertisement for public services regarding Covid-19 will be drawn up based on semiotics. The results achieved in this study were the addition of semiotic science variables in the design of public services advertisements regarding Covid-19 so as to provide an overview of the suitability between the application of semiotics and the practice of giving advice and servicess as outlined in advertisements. The exact match between the desires and the meaning to be conveyed can be well developed to avoid misunderstandings between the advocate and the target public. Another target to be achieved in this research is the development of language knowledge in a broader realm both in the world of non-profit advertising.
Keywords: semiotics, advertising, covid-19, public, services
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Anikina, Tatiana Vyacheslavovna. "Phonostylistic peculiarities of English-language and Russian-language online advertising." Филология: научные исследования, no. 1 (January 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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Stetyukha, N. V. "Advertisement. Specific character of translation." Scientific bulletin of the Southern Institute of Management, no. 2 (August 2, 2018): 92–97. http://dx.doi.org/10.31775/2305-3100-2018-2-92-97.
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The article describes the peculiarities of translating advertisements. Advertisements perform a very important function in the society – they distribute information about the product. Foreign goods make up a significant share of the Russian market today. This fact makes research in the field of translating advertisements popular and relevant.Creating texts of advertisements requires some background knowledge in different fields – in science, history, music, and painting. This knowledge helps to make bright, memorable images; transmits information about the advertised product.Language game is typical for advertising slogans. It adds expressiveness to the text. Language game is very effective. It performs different functions: esthetic, gnostic, emphatic, visual and concealing function that raise the interest to the advertised product. Language game improves the text, makes it easy to understand and memorable.The analysis of advertisements and their translations highlights their semantic, structural and stylistic peculiarities. Translation of advertisements applies communicative approach. To translate texts of this type it is necessary to take into account some presuppositions: national psychology, historical traditions, and cultural background. Extralinguistic component of an advertisement needs use of translation techniques.
Dissertations / Theses on the topic "Advertisement, slogan, language of advertising"
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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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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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Hodzic, Alma. "Advertisements in English in a non-English speaking country : A study on the use of English in Swedish magazine advertisements." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-28632.
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In today’s globalized world there are not many limitations in the communication between people, and companies from different parts of the world. There are several methods companies can use to reach out to people, and one method is through magazines. When reading a magazine it is nearly impossible to not notice advertisements. The purpose of this thesis was to explore how the English language is used in Swedish magazines. Also, how do Swedish companies versus foreign companies use English in their advertisements in Sweden? This is a qualitative study in which four different magazines, and two issues from each were observed. Several studies have been completed on advertising and language, and those studies are introduced and discussed in this study. However, few studies have been done on the language in advertisements in Swedish magazines. The method consisted of documenting and saving all the advertisements in the magazines, and their language choices were then analyzed. This study reveals that English is used in Swedish advertisements to a notable extent. Nevertheless, there were some interesting differences between foreign companies and Swedish companies. For instance, in some cases Swedish companies used English to a greater extent than the foreign companies.
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Gustafsson, Maja. "Metadiscourse in advertising : Persuasion in online advertisements of makeup brands." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-71585.
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E-commerce has exploded and with that also advertisements online. To get customers to stay as customers with your company, advertisements become more and more persuasive. To measure this persuasion metadiscourse has been used as a method for this investigation. The aim of this paper is to find out the ways companies use language and discourse to entice customers and keep them buying products. The material chosen for this investigation was advertisements extracted from web pages of make-up brands. Hyland´s categories of metadiscourse were used to extract the relevant features from the advertisements. The results were that all advertisements that had metalinguistic features were also persuasive. Persuasive language occurs as boosters, engagement markers and self-mentions. Also, the metalinguistic features that occur in this investigation are the three categories mentioned above. Further investigation into this topic would be to only view editorial parts of advertisements which most likely will broaden the results within all categories from Hyland´s view of metadiscourse.
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Bellinson, Robin L. "Theory in Culture: Toward a Psychoanalytic Criticism of Advertising." unrestricted, 2006. http://etd.gsu.edu/theses/available/etd-04042006-125208/.
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Thesis (M.A.)--Georgia State University, 2006.Title from title screen. Calvin Thomas, committee chair; Nancy Chase, Christopher Kocela, committee members. Electronic text (122 p. : ill., photos) : digital, PDF file. Description based on contents viewed May 8, 2007. Includes bibliographical references (p. 112-118).
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Lee, Chang-Hoon. "Le slogan publicitaire, dynamique linguistique et vitalité sociale : la construction d'une esthétique sociale à travers la communication publicitaire." Phd thesis, Université Paul Valéry - Montpellier III, 2014. http://tel.archives-ouvertes.fr/tel-00985351.
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Éternel objet de polémique, la publicité française, comme miroir social, consolide aussi notre lien social. L'examen de son élément langagier, le slogan, peut apporter beaucoup à la sociologie. Dans la perspective d'une socialité langagière et sous la forme du jeu de langage, sa dynamique linguistique se révèle comme une nouvelle manifestation semi-consciente d'un désir de transgresser les règles et d'être ensemble. Son style et son climat reflètent finalement baroquisme et hédonisme comme air du temps. Il semble urgent que la sociologie ne dédaigne plus la publicité : peu de phénomènes sociaux sont aussi révélateurs pour dire l'esprit du temps.
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Månsson, Emma. "The use of semiotics and pragmatics in printed advertisements : How consumers make sense of advertisements in relation to established theories." Thesis, Högskolan i Halmstad, Akademin för lärande, humaniora och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-38396.
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This essay is a study which is intended to explore how a well-known makeup company, M.A.C., uses semiotics and pragmatics in their advertisements and how the consumer’s reaction corresponds with what is proposed in the theories. Three printed advertisements were analyzed by the author and six qualitative interviews were conducted with Swedish women of different ages. The analysis of the advertisements identified semiotic and pragmatic features including linguistic and non-linguistic signs, cultural myths, metaphors, similes, pronouns, deixis, visual parallelism as well as the use of Relevance Theory such as enrichment. The results revealed that M.A.C. Cosmetics marketing strategies correlate to, or can be explained by, key theories within pragmatics and semiotics. The results of the interviews show that the majority of the interviewees react correspondingly with what is proposed in the Theoretical Background chapter and the research has validated the theories and confirmed them as useful and effective analytical tools for examining advertising texts. It was also established that the advertiser appears to be aware, consciously or not, of the cognitive processes involved in the interpretation of advertisements which Relevance Theory explains, such as enrichment.
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CHABR, Ondřej. "Jazykové prostředky k upoutání pozornosti v současné reklamě." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-394515.
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This diploma thesis deals with an analysis of advertising discourse focusing specifically on the use of language means. To begin with, this thesis defines theoretical knowledge of advertisement and individual language means. Subsequently, I find these language means in the particular cases and comment on their use. The thesis briefly discusses the gender issue in advertising discourse and shows visually different forms of promotion of textual communication act. The aim of the thesis is to present current trends of language means used in the advertising which help its persuasive function.
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Vrábľová, Denisa. "Jazyk a styl reklamy (srovnání reklamy 80. let 20. století a současné reklamy v tištěných denících)." Master's thesis, 2013. http://www.nusl.cz/ntk/nusl-321492.
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The thesis analyzes the advertisement that was published in three selected national newspapers and a weekly magazine. It focuses on the period last thirty years (comparison with the 80`s of the 20th century, the 90`s of the 20th century and the period after 2000). It is trying to show changes that occurred during the processing period of advertising texts in thematic, language and style area. The thesis concentrates on the selected sample of advertising texts and as well the most common principles of creation, it compares with scientifically based facts from reference book relating to advertising language. Advertising language is based on the changing society and its value which is constantly in progress. The year 1989 symbolized not only the changing political and social conditions in our country but also allowed the access of foreign capital onto the Czech market and its increase in competition that the advertisement responded with huge development. The advertisement could no longer rely on the information but it had to develop more features like the attraction and persuasive function. The thesis divides the advertising into two main parts. The first thematic part focuses on the texts from the point of their formal aspects (e.g. size and position of advertising in newspaper, colorful scheme, graphic...
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Torto, Richard Torgbor. "An analysis of persuasive elements in the English of advertisements in newspapers in Ghana." Thesis, 2019. http://hdl.handle.net/10500/25879.
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Text in EnglishAdvertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect.
Linguistics and Modern Languages
D. Phil. (Language, Linguistics and Literature)
Books on the topic "Advertisement, slogan, language of advertising"
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Nevert, Michèle. La langue qu'on affiche: Le jeu verbal dans le slogan publicitaire au Québec. Montréal: VLB, 1992.
Find full textBook chapters on the topic "Advertisement, slogan, language of advertising"
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Deng, Xinyi, Mengjun Li, and Ayoung Suh. "Recommendation or Advertisement? The Influence of Advertising-Disclosure Language with Pictorial Types on Influencer Credibility and Consumers’ Brand Attitudes." In Lecture Notes in Computer Science, 234–48. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-60152-2_19.
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Alcántara-Pilar, Juan Miguel, Ivan Manuel Sánchez-Duarte, Mª Eugenia Rodríguez-López, and Álvaro J. Rojas-Lamorena. "The Effect of Sociolinguism on Advertising Slogans." In The Role of Language and Symbols in Promotional Strategies and Marketing Schemes, 126–43. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-5778-4.ch007.
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The present research intends to check if foreign languages, as cultural conveyors, moderate the characteristics associated with advertising slogans. To understand better how the use of foreign languages can improve the persuasive capacity of ads, three research questions have been established: (1) with what sector of production is the use of foreign languages associated; (2) which characteristics are associated with the foreign language used in advertisements; and (3) what is the relationship between the foreign language used and the image of the firm. In order to answer these questions, the authors have designed an audio slogan translated into three languages: Italian, Turkish, and Russian. The total sample exposed to the slogan is composed of 184 subjects. The conclusions have shown that those firms that seek to communicate a symbolic meaning should select a language that conveys the desired cultural values, thus improving the persuasion already derived from the country of origin.
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Kırteke, Simge. "Orientalist Approaches in Advertising." In Advances in Media, Entertainment, and the Arts, 974–90. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-7180-4.ch055.
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Brands offer indicators to audiences through advertisements in many topics such as political, ideological, economic, and cultural. In particular, while creating their advertisements, international brands make use of the indicators that assume the cultural and demographic structure of the geographic location they are published in and carry out advertising campaigns under the influence of Orientalism. With these advertisements, it is presented how the West shows the East with an Orientalist perspective to the audiences that the advertisement reaches both in the geographical location where it is published and in the international geography. Within the scope of this study, the Nike brand, which emerged in Western societies and became a big name in the international arena, the advertising campaign with the slogan “What will they say about you?” and the SHE (Saudi Heroines Empowering a Nation) advertisement were examined and compared with the method of semiotic analysis, and their relationships with Orientalism were explained.
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Forceville, Charles. "Case Studies–Advertising." In Visual and Multimodal Communication, 149–66. Oxford University Press, 2020. http://dx.doi.org/10.1093/oso/9780190845230.003.0008.
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The second genre investigated is advertising, which has the very strong convention that it makes positive claims for a product, a service, or an idea. To begin with, it is claimed that to the extent that an advertisement conveys part of its message visually, even someone not familiar with the language used in an ad will understand at least part of the information conveyed—thanks to fonts, font sizes, colors, and knowledge about elements that conventionally appear in an advertisement or billboard. To demonstrate this, a Chinese advertisement is examined, initially without paying attention to the semantics of the written text. Several advertisements of different types are analyzed in light of how their place of occurrence helps guide the envisaged audience to derive relevance.
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Dal Canbazoğlu, Anıl. "Gender and Patriarchy in Turkish Advertising." In Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines, 138–57. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-6605-3.ch008.
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The present chapter discusses a particular advertisement aired for a bank in Turkey from a semiotic perspective. Advertising as film is visual storytelling. A film has language and form, and is made up of parts that relate to one another in specific ways that affect the audience. Film techniques take on a semiotic function in the process of meaning construction. As a cultural phenomenon, advertisements can reveal hidden meanings, such as gender issues and patriarchal discourse in the case of the analysed advertisement.
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Kučera, Dušan. "Conflicts Between Words, Images and Reality in Contemporary Advertising." In The Role of Language and Symbols in Promotional Strategies and Marketing Schemes, 106–25. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-5778-4.ch006.
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The aim of the chapter is to reflect on the contemporary trends in marketing and advertising. The discussion starts with the changes in media communication and concentrates on the changing role of marketing, its forms and especially its language, as reflected in advertising. The contribution describes the developments in marketing and advertisement in the last years, the current trends and the limits of text analysis in digital marketing communication today. The main aim is to show how far the words and images change the original meaning of words. Local examples from the Czech Republic show the shift in marketing approaches and their consequences. Selected literature sources have been consulted to deal with the abundance of information, on the one hand, and the loss of significance in the media communication, on the other hand.
Conference papers on the topic "Advertisement, slogan, language of advertising"
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Iwama, Kango, and Yoshinobu Kano. "Japanese Advertising Slogan Generator using Case Frame and Word Vector." In Proceedings of the 11th International Conference on Natural Language Generation. Stroudsburg, PA, USA: Association for Computational Linguistics, 2018. http://dx.doi.org/10.18653/v1/w18-6526.
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Kurniasih, Nia, Iis Kurnia Nurhayati, and Puji Audina Lestari. "English Adjectives in Indonesian Cosmetic Advertisement: A Study of Emphatic Personal Metadiscourse Markers." In GLOCAL Conference on Asian Linguistic Anthropology 2020. The GLOCAL Unit, SOAS University of London, 2020. http://dx.doi.org/10.47298/cala2020.12-1.
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The growth of the globalization of brands in international markets has led to the inevitable importance of advertisement and hence to scholarship on advertisement, such as with methods of metadiscourse. This descriptive qualitative study was aimed at determining interpersonal metadiscourse markers used in eight advertisements of Indonesian cosmetic products using English in the construction of beauty within contemporary Indonesian contexts. The results evidence an emerging new terminology in defining and classifying the types of beauty as a social construct presented in product advertisements. Employing a discourse analysis and Hylans’s emphatic personal metadiscourse marker adjectives, it was found that the advertising makers have used adjectives to describe nouns in the advertising texts due to their persuasive meanings, namely those of aesthetic adjectives. The adjectives found in the data belong to several categories, i.e. evaluativity, dimensionality (unidimensional and multidimensional), and measurability. All of these adjectives have constructed the concept of green beauty, healthy beauty, modern beauty, religious beauty and aesthetic beauty. This study is expected to contribute to the development of language and media studies, and to enrich media studies, especially those that can enhance the strategies used by advertising agencies to choose the most effective kind of language in their advertisements.