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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)
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Průšová, Pavlína. "Styl současných reklamních textů publikovaných na internetu." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-404359.
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This thesis studies the style of contemporary advertisement and advertising texts published on the internet. The theoretical part is focused on theory and function of advertisement. It describes the specifics of each type of advertising and proposes several classification options. It also presents the dynamic internet environment with typical features. The last section of the theoretical part is devoted to the language and style of advertising texts and the commonly used linguistic aspects and stylistic devices. The practical part deals with examples of real contemporary advertisements published on the internet; the texts are analyzed to find answers to three research questions. The first concerns features which ads use to engage recipient's interest. The output is a table containing an overview of all identified features and their frequency according to the form of advertising. The second research question focuses on persuasive means that advertisements use according to their function. The third part is devoted to linguistic and stylistic features typical for certain target groups. Results of the analysis and the success evaluation are summarized at the end of the thesis. Keywords: advertising text, language of advertisements, style of advertisements, advertisement on the internet, contemporary...
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Russkina, Tamara. "Reklama na potraviny v médiích." Master's thesis, 2015. http://www.nusl.cz/ntk/nusl-342899.
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1 ABSTRAKT The topic of this thesis is "The food advertising in the mass-media". It focuses basically on defining the conception of advertisement, determines its purpose and intentions. There is a following analysis of the chosen audiovisual and printed advertisement materials for the groceries of the Czech and Russian social environments and their comparison. First of all this thesis focuses on the advertisement research from the linguistic and psycholinguistic point of view, nevertheless other approaches to advertisement analyses are described as well, mostly marketing which is a part of advertising.
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MARKOVÁ, Simona. "Využití stratifikačních vrstev národního jazyka v reklamách." Master's thesis, 2016. http://www.nusl.cz/ntk/nusl-381186.
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The thesis deals to using stratification layers of a national language in advertisement. The theoretical part introduces a history and development of advertising, points out legislative adjustments and describes a marketing comunication. The part devoted on vocabulary focuses on changes and nowadays progress. In next part there are introduced other vocabulary layers and there are showed mistakes on specific advirtisment too. The empirical part introduces a project for elementary school students and a research complied from questionare. Results are subjected to analisys a compared with defined hypothesis in advance. All thesis focuses on perception of individual parts of and national language by adolescents and adult recipients too.
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SERVÍTOVÁ, Jana. "Mediální výchova v hodinách anglického jazyka." Master's thesis, 2011. http://www.nusl.cz/ntk/nusl-79509.
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This diploma thesis focuses on Media Education in English language classes. The first section introduces media in general and deals with media education and its place in Framework Educational Programme for grammar schools. Next part monitors the ways of using media education in other school subjects and describes methodology itself. On the basis of this knowledge some of the methodological books are analysed. The last part of the first section introduces advertisements and their main characteristics. The second section presents a project of media education which is called Advertisement and Slogan. The project was prepared to be used in three English lessons. The structure, aims and methods of each of them as well as lesson plans and the process of each lesson are described in detail. The final part is devoted to students? and teacher?s evaluations.
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Wolfová, Michaela. "Apely v reklamních textech." Master's thesis, 2013. http://www.nusl.cz/ntk/nusl-322079.
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Challenges in PromotionalTexts The goal of this thesis is to provide a comprehensive analysis of challenges in commercial advertisements. It will analyze texts of printed, television, internet advertisements The thesis will examine what approaches are used in marketing campaigns to challenge to the recipient's emotions as well as what social values are used for the challenges to be effective. There search will be based especially on stylistic and content analysis