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Journal articles on the topic 'Advertisement, slogan, language of advertising'
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1
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.
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Anisimova, Tatyana, Natalya Prigarina, and Svetlana Chubay. "Blending As a Mode of Ensuring Efficiency in Social Advertisement." Vestnik Volgogradskogo gosudarstvennogo universiteta. Serija 2. Jazykoznanije, no. 1 (March 2022): 30–43. http://dx.doi.org/10.15688/jvolsu2.2022.1.3.
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The article conveys the need to improve the efficiency of social advertisement. The relevance of the research undertaken is due to the lack of variety and low efficiency of most social-issue related advertisements, placed on posters and billboards, and the requirement for systematic assessment of impact means circulating in advertising. The authors dwell on the analysis of one of the most popular methods of increasing efficiency, namely blending, which is the formation of new words by combining their parts in unusual for the Russian language ways. In advertising this method is used mainly to enhance the expressiveness of the text due to the emergence of unusual associations that are easily created with this technique rather than to name new objects and phenomena. In the field of social advertising, purely graphic blends are distinguished, they are generated by the introduction of various graphic highlights of words or their parts, thus giving the slogan additional meaning; textual-and-graphic blends are constructed by imposing a part of one word onto another; text blends are presented in combining the name of the subject with the evaluative component. The authors also consider it reasonable to single out subject-logical contamination, the case when two completely different images of objects (or word forms) are merged into one image (or word form). Finally, visual blending is distinguished, parts of two objects are combined in one image to create a new image that realizes the idea of a poster; in textual-and-visual blending the meaning of a new combined visual image is explained with the text; lexical blending is formed by combining paronyms (sometimes rather loosely interpreted).
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Sari, Mezia Kemala. "PERANAN PEMILIHAN STRATEGI DAN STILISTIKA DALAM IKLAN DI TELEVISI." REKAM: Jurnal Fotografi, Televisi, dan Animasi 11, no. 1 (March 16, 2016): 19. http://dx.doi.org/10.24821/rekam.v11i1.1290.
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Televisi adalah salah satu media terbaik saat ini yang dapat menghubungkan tujuan-tujuan dari para produsernya dengan kebutuhan konsumen. Tayangan televisi sangat penting sehingga konsumen dapat dengan mudah mendapatkan hal-hal baru melalui tayangan televisi seperti iklan. Iklan menjadi sangat penting ketika produser ingin menawarkan produk atau jasa. Hal ini dapat dengan mudah dicapai dengan membuat iklan di televisi untuk mendapatkan perhatian pembeli yang potensial. Tujuan utamanya adalah untuk menyampaikan pesan iklan tersebut dengan menarik yang dikemas untuk menjaring konsumen. Hal-hal yang harus dipertimbangkan dalam memilih strategi adalah relevansi akan produk itu sendiri, pesaing dan target pasar juga harus jelas. Iklan harus memerhatikan aspek iklan, yaitu stilistika. Dalam mendapatkan keunikan gaya, produsen dapat menggunakan penggunaan strategi bahasa seperti slogan, pemilihan karakter yang menarik, pemilihan strategi yang tepat dan juga menggunakan elemen iklan lainnya. Pemilihan strategi iklan akan menentukan penyampaian gaya bahasa pesan melalui bentuk kreativitas untuk mendapatkan respons konsumen yang lebih baik.The Role of Selection and Stylistics Strategies in Advertising on Television. Television is one of the best medium today that can connect producers’goals with consumers' needs. The televisions’ impressions are crucial so that consumers can easily get new things through the television’s impressions like advertisment. Advertisment becomes very important when producer wants to offer product or service. It can be easily achieved by making advertisment on television to get potential buyers’attention.The main goal is to deliver advertising messages by using attractive packaged to stimulate consumers. The things that should be considerated in choosing strategies are the relevancies to product itself, competitors and also clear target market. Advertisement should pay attention to the Stylistics’ advertising aspects. In getting the uniqueness of style, producers can use language strategies usage like slogans, selection of interesting characters, selection of appropriate strategies and also using other advertising elements. The selection advertisements’ strategies will determine conveying stylistics’ messages through form of creativity to get the better consumer response.
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Maistrenko, Myroslava, Petro Osypov, and Nataliya Bulyk. "STRUCTURE AND FUNCTIONING OF THE ADVERTISING-TEXTS: A CASE OF GERMAN LANGUAGE ADVERTISEMENTS." Germanic Philology Journal of Yuriy Fedkovych Chernivtsi National University, no. 831-832 (2021): 174–86. http://dx.doi.org/10.31861/gph2021.831-832.174-186.
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The article considers the main features of the composition of advertising texts in the German-speaking environment. The search-material is based on German language women's clothing advertising from popular German online stores and magazines (e.g., "Kenwood", "ALDI", "KIK", and etc.). The aim of this research is to study the functioning of compositional blocks in the texts of German advertising and the features of advertising texts within the German mass media discourse. The main compositional elements of the advertising text are characterized and the lexical-semantic analysis of each of its compositional parts is given. The following methods were used: the method of linguistic observation with the following procedures of systematization and classification of linguistic facts. Structural-semantic analysis was used to determine the features of the compositional structure of the advertising text. Despite the fact that advertising texts are small in volume, it is interesting to study their compositional structure, lexical and semantic content of each compositional component. The composition of the advertising text is optional and depends mainly on the pragmatic goals of each advertising text. It is important so speak about the semantics and pragmatics of compositional blocks. However, there is a certain structural pattern for creating advertising text, which takes into account all possible goals and intentions of the author of the advertisement. The article pays special attention to slogans and titles, as important compositional elements of the advertising text, because they perform both informative and motivational functions. The reader learns direct information about the products being sold from the main compositional block of the advertising text. The final part of advertisement has also its pragmatic purposes and types of manifestation. The study of advertising texts leads to the conclusion that the composition of advertising text is dynamic and depends not only on the purpose of creation, but also on the model chosen for its creation.
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Nevinskaitė, Laima. "Multilingual Advertising in Lithuanian Magazines in 1993–2013." Taikomoji kalbotyra, no. 3 (March 2, 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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Pozhydaieva, Nadia. "PROBLEMS OF TRANSLATING SLOGANS CONSIDERING THE ASPECT OF CROSSCULTURAL COMMUNICATION." Naukovì zapiski Nacìonalʹnogo unìversitetu «Ostrozʹka akademìâ». Serìâ «Fìlologìâ» 1, no. 9(77) (January 30, 2020): 212–14. http://dx.doi.org/10.25264/2519-2558-2020-9(77)-212-214.
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The article tackles the problem of finding translation matches in order to render the idea and save the emotional content of the source advertisement text in the target text, thus preserving its preciseness. It also highlights the aspect of cross-cultural communication involved, which requires on part of its participants realizing inevitable cultural differences and overcoming cultural barriers to achieve mutual understanding and respect. With globalization of all spheres of life it is natural to assume that we are becoming part of world web media which will contribute to forming new thought patterns mainly because more and more bilingual people use English as a second language. Now that this tendency is overwhelming, we can look at the problem of translation anew. Effective cross-cultural communication takes place under the condition that all the communicants possess certain similar thought patterns. If communicants have different thought patterns, it can cause misunderstanding and cross-cultural conflict. So, the mediators in cross-cultural communication have to be not only bi-lingual, but also bi-cultural. The effectiveness of cross-cultural communication can be achieved via equivalent thought and speech patterns. With translation of advertisement texts the principle of dynamic equivalence helps to obtain the most adequate translation where the unity of the form and the content is preserved with the help of text adaptation. The target text creates a certain final effect, which determines the set of lexical, grammatical and stylistic units of the translation language with the translator’s imagination. The article also gives examples of translation of advertising texts that were marked as the best at various advertising festivals. The dynamic development of media linguistics contributes to the research in the sphere of translation of advertising texts.
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Herrero Ruiz, Javier. "The role of metaphor, metonymy, and conceptual blending in understanding advertisements: the case of drug-prevention ads." Revista Alicantina de Estudios Ingleses, no. 19 (November 15, 2006): 169. http://dx.doi.org/10.14198/raei.2006.19.10.
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Over the last years, there has been a growing interest in the analysis of advertisements from the point of view of pragmatic theory (cf. Brierley, 1995; Myers, 1994; Rein, 1982; Tanaka, 1994). Nevertheless, pragmatic studies of the language of advertising from a cognitive perspective are scarce (cf. Turner & Fauconnier, 2000; Coulson, 2000; Sánchez & Gómez, 2002). In this connection, the aim of this study is twofold: first, we attempt to provide additional evidence about the role of metaphor, metonymy, and conceptual blending in the proper understanding of a set of drug-prevention ads and, second, we shall demonstrate that, in addition to determining the semantics of the slogans, the underlying mappings also constrain the choice of their related visual layouts; thus, the overall communicative effects brought about by the advertisement are further reinforced. With this purpose in mind, we have drawn a corpus of sixteen drug-prevention advertisements, both in Spanish and English, which include slogans and images. The adverts under consideration have been entirely retrieved from the net, and contain expressions such as "keep your eyes open," "there is a long life ahead," or "turn away from drugs." We shall show that the interpretation of such examples ultimately exploits metaphor (e.g. FUTURE TIME IS IN FRONT OF EGO, KNOWING IS SEEING) and metonymy (e.g. EFFECT FOR CAUSE), either independently or in interaction, and conceptual blending.
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Li, Stanislav, Lyudmila Araeva, and Guo Xin. "Reflection of national and cultural specifics in the text of advertising (on material of texts of advertising of the Chinese and Russian building companies)." MATEC Web of Conferences 212 (2018): 09016. http://dx.doi.org/10.1051/matecconf/201821209016.
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The purpose of article is detection of the general and specific advertising texts of real estate development companies in slogans in the Russian and Chinese languages. Any advertising is designed for the consumer who will buy the advertised goods. The scientific novelty of the study is determined by the fact that for the first time a propositional analysis of the “advertisement” frame in Chinese, which is an isolating one, is carried out. This approach is based on the technique of frame modeling, where the main components are the deep structures of knowledge propositional schemes and verbal propositions. Advertising efficiency is caused by the accounting of the traditions which developed in a certain nation, stereotypes and those associations which invisibly are present at texts. The phraseological units functioning in this or that culture are created on the basis of these traditions, cultural stereotypes; reflect features of a world view of the nation. The conducted research allows revealing that at the heart of phraseological units there are same propositional structures which are invisibly sending a thought of the person to propositions. The person learns the world, comparing one to another. It is propositional organized phraseological units allow to reveal the associations, general and unique for the nation. On the one hand, to understand that, at the most abstract level all languages are arranged equally what Humboldt wrote about, and, with another – to see an originality of each language.
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Добжанська-Найт, Наталія, and Христина Войтко. "Linguistic Manipulative Techniques in Advertising Slogans of Fast Food Restaurants." East European Journal of Psycholinguistics 4, no. 2 (December 28, 2017): 14–23. http://dx.doi.org/10.29038/eejpl.2017.4.2.dob.
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The article deals with the notion of manipulation in advertising slogans of fast food restaurants. It focuses on techniques and means of language influence on the recipient. The article shows results of the study of 239 advertising slogans of fast food restaurants in English-speaking countries (a total number of 104 companies). Different language patterns which are used in advertising slogans and aimed at persuasion of customers on the subconscious level, are defined and analyzed; among them the most numerous are language patterns which create statements with distortions, deletions, and generalizations manifesting themselves in a variety of forms. The research also describes manipulative language patterns specifically related to advertising, such as unique selling proposition or life values. The article also shows quantitative proportions of the use of each pattern, as well as patterns used by the most successful and less successful restaurants. The most frequent of the manipulative language patterns are lost performatives, mind reading, and comparisons. The techniques of life values, mind reading, and antithesis are more common in advertising slogans of top restaurants compared to less popular ones. Individual slogans frequently manifest the use of more than one linguistic pattern of manipulation.
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References (translated and transliterated)
Hesiuk, Y. (2014). Zastosuvannia neirolinhvistychnoho prohramuvannia v reklami [The usage of neurolinguistic programming in advertising]. Mediaprostir, 5, 122-126.
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Kalischuk, D. (2012). Psykholinhvistychni pryiomy movlennievoho manipuliuvannia u politychnomu dyskursi. “Hra u prostonarodnist” [Psycholinguistic Techniques of Speech Manipulation in Political Discourse. “Plain Folks”]. Journal of V.N.Karazin National University of Kharkiv, 1022(71), 59-63.
Kutuza, N. (2006). Manipuliatyvni pryiomy v reklamnomu ta politychnomu dyskursakh: linhvistychni aspekty [Manipulative techniques in advertisement and political discourse]. Informational-Methodical Journal of Kherson State University, 3, 285-288.
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Sokolova, Olga V. "Linguistic Technologies of “Antiviral” Public Service Advertising: from the Spanish Flu to Covid-19." Journal of Psycholinguistic, no. 4 (December 23, 2020): 102–21. http://dx.doi.org/10.30982/2077-5911-2020-46-4-102-121.
Full textAbstract:
The paper examines the degree of linguistic creativity in public service advertising (PSA) in the case study of “antiviral” campaigns. The article specifies three main groups of PSA texts that promote the fight against viruses throughout the 20th -21st centuries: 1) advertising of the 1910s – 20s about the prevention of the Spanish flu widespread in Europe, Russia and the USA; 2) the Avant-garde hygiene propaganda in the USSR in the 1920s, and 3) contemporary PSA on COVID-1. PSA of the early 20th century used mostly directive speech acts and imperative forms. In the texts of Soviet Avant-garde advertisement for hygiene, the use of neologisms and polysemy leads to an increase in the degree of linguistic creativity and the illocutionary effect of the message. The most common feature of the Year-2020 texts is the development of the semantic structure of words. The use of semantic structure as a way of language manipulation in contemporary antiviral advertising means a limited degree of “discursive creativity”, that is different from “linguistic creativity”. The paper distinguishes the main cognitive mechanisms of “antiviral” PSA: refocusing, or focus shifting, and zooming in, which encompass the lexical-semantic structure, including augmentative forms, concretization of meaning, enantiosemy (auto-antonym), and non-usual application of causative and non-causative verbs in the same context. The paper highlights the creation of special “virus words” (by analogy with “filler words”) in contemporary public service advertising that form slogans and mark the message as belonging to an “antiviral” campaign related to a “viral” discourse.
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Dewi, Octavia Chandra, Lia Maulia Indrayani, and Ypsi Soeria Soemantri. "THE MORPHO-PHONEMIC PROCESSES IN INDONESIAN ADVERTISEMENT’S SLOGANS." Celtic: A Journal of Culture, English Language Teaching, Literature and Linguistics 7, no. 2 (December 23, 2020): 151–62. http://dx.doi.org/10.22219/celtic.v7i2.12106.
Full textAbstract:
The use of slogans in the advertisements to introduce and to attract public’s attention upon the products advertised are essential. The use of morpho-phonemic forms as the morphological process in the Indonesian advertisements’ slogans nowadays are interesting to be analyzed since there are lots of them use unique forms to attract public’s attention upon the product. The public’s attention upon the advertisements would influence the level of public’s awareness upon the product and eventually would raise the number of purchase and the usage of the product offered. This research explained the forms of the morphological process used in the Indonesian advertisement’s slogans, and the purposes of the morphological process used in the Indonesian advertisement’s slogans. Based on O'Grady and Dobrovolsky’s theories, this research uses descriptive qualitative method by observing and documenting the forms of morpho-phonemic changing which are used in Indonesian slogans, continued by analyzing the data. The objects of the study were the texts in advertisement’s slogans. The sources of the data were the Indonesian advertisement’s slogans from various types of product, which were aired or published in Indonesia. The forms of the morpho-phonemic changing were studied based on morphological processes in morphology. Slogans should attract the attention from public upon the product advertised to consume or to use it. It is hope that these findings will be useful for the development of language use especially in advertising.
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Papaja, Katarzyna, and Artur Świątek. "The Image of Men in Advertising as Perceived by Polish Students of English Philology." Forum Filologiczne Ateneum, no. 1(9)2021 (December 15, 2021): 37–59. http://dx.doi.org/10.36575/2353-2912/1(9)2021.037.
Full textAbstract:
Images presented in advertisements are very powerful and have huge impact on our perception of the world. The roles of women and men have changed within the last decade and therefore it is worth investigating the way they are perceived in advertising. The purpose of our study was twofold. First, we aimed to find out how Polish students from the English Department at a tertiary level institution in Poland, who are mainly females, perceive the image of a man in advertising. Our second purpose was to analyse their reception of slogans used in the advertisements. In order to find out the answers to our research questions concerning the image of males in advertising as well as language of advertising, we have decided to design a special questionnaire in which the students were asked to comment on advertisements associated with particular image concerning men. The advertisements had been chosen in relation to the categories established by Frith and Müeller (2010). While analysing the data we decided to use these categories, which are to be described in the theoretical part of the article. The obtained data has allowed us to find out what the image of a man is and what kind of language is used to make the advertisements effective.
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Selezneva, Larisa V., Olga I. Severskaya, and Levon N. Sahakyan. "Image characteristics of the Russian language in the aspect of “soft power” politics." Russian Language Studies 19, no. 3 (September 28, 2021): 271–84. http://dx.doi.org/10.22363/2618-8163-2021-19-3-271-284.
Full textAbstract:
The article examines the possible ways to promote the Russian language within the framework of the Russian state policy of soft power, which forms a positive image not only of the Russian world, but also of the Russian language itself. The relevance of the research area is determined by the need to adjust this policy to the current conditions, complicated by the information war. The authors proceed from the fact that, acting in two different qualities - as a tool and as the owner of soft power - the Russian language forms its image and reputation. Endowing the Russian language with the properties of a soft po- wer actor, the goal of analyzing the mechanisms of forming the attractiveness of the Russian language in professional and naive advertising, comparing the models of its presentation and determining the specific indicators of attractiveness, is set. The examples of social advertising (both domestic and foreign), emphasizing the power and strength, spirituality and purity of the Russian language, the examples of advertising slogans invented by native speakers, to which methods of text and discourse analysis are applied, are given. The research is carried out on the corpus of slogans taken from advertising campaigns of the Russkiy Mir Foundation, advertisements of university educational projects, school contests for advertising the Russian language, polls initiated by the media. The professional and naive models of the Russian language social promoting are compared, and the latter assessed as the most creative and promising. Nave advertising seems to be a more effective tool of soft power policy, since it turns out to be more multidimensional, more meaningful and more human than professional advertising, and forms a more attractive image of the language.
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Kotenko, M. V., and A. Z. Shtanhret. "Occasional words in the language of advertising." Bulletin of Luhansk Taras Shevchenko National University, no. 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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Sibarani, Imelda Sabrina, and Lina Siringo Ringo. "Realization of Speech Functions in Shampoo’s Slogan in Television Advertisement." International Journal of Linguistics 9, no. 3 (June 11, 2017): 36. http://dx.doi.org/10.5296/ijl.v9i3.11123.
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This study deals with speech function in shampoo’s slogans in television advertisement. The objectives of this study were to describe the speech functions linguistically coded in shampoo’s slogan of television advertisement, to examine out the types of speech functions used in shampoo’s slogan of television advertisement, to derive out the dominant types of speech functions used in shampoo’s slogan of television advertisement, to explain reasons for the used of the dominant speech functions. The data were collected by using content analysis technique. The data were shampoo’s slogans which were taken from advertising media like television, internet or billboard The data were analyzed based on the theory of speech function proposed by, Saragih (2000:9). There were found 11 slogans which consist of Speech Functions. The research finding, there were only 4 speech functions found in the slogans. They were statement, question, command, and offer. The most dominant speech function used was statement (90.9%).
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Skripnik, Kseniya, Anna Gerasimova, Irina Belyaeva, and 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.
Full textAbstract:
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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Lerlertyuttitham, Pananda. "Advertising Language and Persuasion." MANUSYA 18, no. 3 (2015): 50–59. http://dx.doi.org/10.1163/26659077-01803004.
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Persuasion is key to a successful advertisement. Persuasive advertisement is an art in using linguistic strategy to convince consumers. This studies aims to study persuasion language used in advertisement based on data collected from printed media as magazines and newspaper.
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Boeva-Omelechko, Natalya B. "Antonymy in an Advertising Slogan." Proceedings of Southern Federal University. Philology 2021, no. 2 (June 30, 2021): 21–28. http://dx.doi.org/10.18522/1995-0640-2021-2-21-28.
Full textAbstract:
The relevance of this work is due to the priority of such research areas as pragmalinguistics, the theory of persuasion, the theory of antonymy and the linguistics of creativity, as well as the need of further investigation of expressive potential of antonymy in extremely popular advertising texts. The purpose of this work is to analyze the types of lexical, morphological, syntactic and text-based antonyms involved in creating advertising slogans in Russian and English linguistic cultures. According to the results of the analysis of empirical material, these types include lexical systemic and individual author’s antonyms, antonymic postpositions, prepositions, grammatical forms representing categorical oppositions, inter-part-ofspeech antonyms, utterances based on antonymic models, words and phrases semantically equivalent to antonyms that form oppositions in a coherent text. Special attention is paid to the pragmatics of slogans with antonyms and to the language game performed with the help of antonyms of different types, as well as to the sources of creating individual author’s antonyms (words with peripheral antonymic semes, words with different spheres of use and emotional and expressive coloring, synonyms that turn into antonyms, precedent phenomena). The author comes to the conclusion that the creators of slogans try in every possible way to make unusual antonymic oppositions filled with a new meaning.
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Savchenko, L., S. Tovkach, A. Shilina, N. Yablonovskaya, O. Subbotina, D. Burkaltseva, Sh Niyazbekova, and Е. Vovk. "STATUS AND CLASSIFICATIONS OF SLOGANES IN ADVERTISING COMMUNICATION." BULLETIN 2, no. 390 (April 15, 2021): 146–53. http://dx.doi.org/10.32014/2021.2518-1467.63.
Full textAbstract:
An advertising slogan is a special genre of advertising text that acts as a connecting link in the entire advertising campaign. In addition, slogans also perform a number of other functions, being the most important unit of advertising communication, they influence the recipients of information, affect their emotions and behavior. The relevance of the topic is due to the increased interest in the rapidly developing language of advertising. The article is devoted to general issues of the functioning of an advertising slogan in the structure of advertising activities, classification of slogans in advertising communication. Research methods are determined by the goals and objectives of the work. In a complex linguistic analysis, the following general scientific theoretical methods are used: the continuous sampling method, the descriptive-analytical method, the comparative-comparative method. The theoretical significance of this study lies in the expansion, deepening and systematization of theoretical information about the concept of an advertising slogan. The scientific and practical significance of the work lies in the fact that the materials of the study can be used in theoretical courses on advertising in the study of intercultural communication. Results. The totality of the typological characteristics of the slogan distinguishes it from the background of other verbal units of advertising appeal. These are laconicism and imagery of form, expressiveness, focus on dialogue with the addressee. The slogan of a product that is just entering the market must contain the brand name. This will allow the consumer to be remembered faster. Having analyzed the functions and typological characteristics of the slogan, we came to the conclusion that the slogan is a key autonomous element of the advertising message and can be used both in the context of advertising, being its component, and separately, having semantic, structural, compositional features. The slogan can act as a linguistic unit, independent of other elements of the advertising text, expressing the essence of the advertising campaign, the company's image, the dominant idea. Thus, the changes caused by extralinguistic factors inevitably lead to the creation of new advertising images, which in turn requires a qualitative transformation of the nature of the advertising text and the emergence of new advertising slogans.
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Safavi, Sarvenaz. "Bühler’s organon model of communication: a semiotic analysis of advertising slogans." Semiotica 2021, no. 242 (August 6, 2021): 229–39. http://dx.doi.org/10.1515/sem-2018-0028.
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Abstract This article investigates the member units of sign systems used in contemporary Iranian advertising slogans according to the Organon Model introduced by Karl Bühler. In dealing with this subject, the writer introduces Bühler’s Organon Model and provides a short definition of the term advertising slogan. The next part of this article shows the three types of conative functions with regard to such slogans. The corpus of this study is the slogan of a hundred contemporary Iranian advertising messages used in Iranian markets which have not been studied from a semiotic perspective. The result of this research shows the tendencies of Iranian advertising messages to lean towards the descriptive type of conative function.
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Skorupa, Pavel, and Tatjana Dubovičienė. "Linguistic Characteristics of Commercial and Social Advertising Slogans." Coactivity: Philology, Educology 23, no. 2 (December 28, 2015): 108–18. http://dx.doi.org/10.3846/cpe.2015.275.
Full textAbstract:
The current paper presents the analysis of linguistic characteristics of commercial and social advertising slogans. There is no uniform definition of the advertising slogan in the scientific literature, therefore, an attempt to provide the definition of a slogan in the context of marketing communication was made. One of the main functions of both social and commercial advertising is to provide information to the target audience and make it act in a way desired by the advertisers. As language, either spoken or written, has a powerful influence over people and their behaviour, the article analysis the language of advertising from the linguistic point of view and focuses on the phonological and semantic characteristics of slogans for commercial and social advertising campaigns. The analysis of 110 English slogans (55 commercial and 55 social advertising campaigns) showed the frequent use of both sound techniques and figurative language in commercial advertising slogans, which make the slogans more memorable, attractive and highlighting the advertised brand in a positive way. In contrast, the sound techniques and figurative language are scarce in slogans for social advertising campaigns.
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Lina, Lina, and Ressy Damayanti. "MAKNA SLOGAN “WE'LL TAKE CARE OF YOU WHEREVER YOU ARE" PADA IKLAN SAMSUNG INDIA." WACANA: Jurnal Ilmiah Ilmu Komunikasi 20, no. 2 (December 29, 2021): 144–58. http://dx.doi.org/10.32509/wacana.v20i2.1537.
Full textAbstract:
The development of the world of advertising today causes many new products and services to appear. This study aims to determine the meaning of the message conveyed in the advertisement based on the signs contained in it. This study uses a qualitative methodology with semiotic theory by Roland Barthes, based on the signifier and denotation, connotation, and myth aspects so that the advertisement can be dissected in detail and find meaning in the advertisement. The meaning of the Samsung India advertisement shows that the services offered by Samsung India are unusual because Samsung is able to deliver services directly to the customer's location even though they have to travel long distances with several obstacles. Another new finding can be seen that the company, namely Samsung India, is a credible company because it continues to highlight the Samsung logo in the advertisement. Based on the results of the study, the researcher provides academic and practical advice. Academic advice is to get more in-depth teaching about Roland Barthes' semiotics so that in future research, this research can be a reference. Practical advice, Samsung India should continue to develop creative, informative and communicative ideas or themes from campaigns for future advertisements.
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Rozalina, Rozalina. "LANGUAGE STYLES OF IPHONE ADVERTISEMENT SLOGANS." UC Journal: ELT, Linguistics and Literature Journal 1, no. 2 (November 30, 2020): 92–114. http://dx.doi.org/10.24071/uc.v1i2.2960.
Full textAbstract:
There were two research problems addressed in this research. The first was to classify and analyze lexical and syntactic features that were contained in iPhone advertisement slogans. The second was to find out what characterizes the uses of lexical and syntactic features in iPhone advertisement slogans. The data were taken from an online iPhone advertisement slogan from the second version to the latest iPhone version recently. This research used a document analysis method and was categorized as qualitative and quantitative research. After classifying and analyzing the data, the researcher calculated the frequency to identity the top three mostly employ in lexical and syntactic features used in iPhone advertisement slogans. The results of the research were there are seven lexical features and seven syntactic features employed in iPhone advertisement slogans and the most three top dominant lexical features are simple vocabulary with 38.4%, hyperbole 21.1%, and potency with 19.2%. The top three commonly used syntactic features are short sentences with 23.5%, present tense with 19.6%, and long noun phrases with 13.7%. Those language styles are used to grab the customers attention.
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Мозгунова, Александра Дмитриевна. "JAPANESE ADVERTISEMENTS AND COMMERCIALS IN THE CONTEXT OF PRECEDENT-RELATED PHENOMENA: IDEAS AND IMAGES." Pedagogical Review, no. 2(32) (March 25, 2022): 112–35. http://dx.doi.org/10.23951/2312-7899-2022-2-112-135.
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Философы постмодерна рассматривают язык не пассивным посредником между реальностью и мышлением, а призмой, через которую человек воспринимает эту реальность. Так, Ж. Бодрийяр высказывает идею о том, что человек посредством СМИ потребляет сами знаки, а не действительность. Схожая задача ставится и перед рекламными текстами. Реклама представляет собой особый вид текста, который, являясь одним из инструментов, стимулирующих экономические процессы, одновременно обладает огромной силой психологического воздействия. Реклама стала неотъемлемой частью массовой культуры современного общества, ее основная цель состоит уже не только в информировании потребителя о товарах и услугах, но и в формировании оценок, установок и образа жизни человека. С другой стороны, визуализируя интересы, желания, мотивы потребителя, формируя его потребности, реклама отражает менталитет страны, в которой она была создана, а также ценностные установки общества, апеллируя к ним. В этой связи представляется актуальным проанализировать употребление прецедентных феноменов в японоязычных рекламных сообщениях с тем, чтобы выявить, какие образы формируются на их основе, как воспринимает и оценивает себя японское общество. Для достижения цели были применены методы наблюдения и обобщения, сплошной выборки, описания, когнитивной интерпретации и количественной обработки.Прецедентные феномены представляют собой вербальные и невербальные элементы, отсылки к которым возобновляются в дискурсе носителя определенной лингвокультуры. Среди прецедентных феноменов выделяют прецедентные текст, имя, высказывание и ситуацию. Обладая эмоциональной и когнитивной значимостью, прецедентные феномены аксиологически заряжены и зачастую употребляются в коннотативном значении, помогая вербализации культурного концепта и актуализации в сознании реципиента определенных оценок и ассоциаций, ценностных установок целого пласта социума. Речь идет как об оценке рекламируемого товара, так и об оценке и позиционировании самих себя в мировой системе координат либо через контраст реальной ситуации с прецедентной, либо через соположение; это возможно благодаря тому, что прецедентный феномен является хранилищем экстралингвистической и энциклопедической информации.Анализ прецедентных феноменов, обнаруженных в японской рекламе, позволяет сделать вывод, что наиболее частотным является употребление прецедентных имён, что продиктовано необходимостью введения в рекламное сообщение главного героя сюжета, осуществляющего аргументацию: реципиент следит за развитием рекламного сюжета с участием знакомых персонажей, в перипетиях которого теряется навязчивая утилитарная направленность рекламы. Зачастую прецедентные феномены выполняют парольную функцию: в японской рекламе преобладают феномены национальной культуры; наиболее часто встречаются феномены, относящиеся к полю «История», на втором месте оказывается поле «Сказки». Тенденция к использованию в рекламных сообщениях прецедентных феноменов, относящихся к вышеуказанным полям, отражает позитивное и уважительное отношение японцев к своей истории, культуре, корням: в рекламе формируется образ единой мононациональной страны, ценящей и осознающей преемственность и тесную связь с общим прошлым, которым она заслуженно гордится. Philosophers of postmodernism consider language to be not a passive mediator between reality and consciousness but a prism, through which people interpret the reality: J. Baudrillard said that mass media demonstrate people signs instead of reality. It is similar to the role that advertisements and commercials play. Ads and commercials reveal and, moreover, help create intentions and desires of society, and have a close relationship with it, being a kind of a guide for the recipient. It seems to be an issue of high importance to investigate the usage of precedent-related phenomena in Japanese advertisements and commercials to distinct how Japanese society represents, evaluates, and reflects itself, what images the society and the recipient can create through them. Precedent-related phenomena are verbal and non-verbal elements which are repeated in the discourse of a linguacultural community. There are several types of precedent-related phenomena such as precedent-related text, name, phrase, and situation. Being important in emotional and cognitive ways, precedent-related phenomena are often used in connotative meanings in order to reveal cultural values and associations within the recepient: precedent-related phenomena help express values and cultural concepts of a group or society. They make possible to estimate the product or to manifest one’s position on a global scale by comparing or contrasting a real situation with a precedent-related one. Therefore, precedent-related phenomena impact the recipient with all their linguacultural information, and imply additional characteristics. Precedent-related phenomena are used not only in oral or written speech, literature, but also in advertisements and commercials, which borrow all the above-mentioned features. Thus, such phenomena help imply positive meanings to the object of ads, draw attention to it, imply characterization, become a source of argumentation through emotional cognition, entertain the recipient and bring them aesthetic pleasure when a well-known precedent-related phenomenon becomes, for example, a part of a pun or a core part of narrative advertising. Precedent-related phenomena are frequently used in headings or slogans to catch the recipient’s attention or set the tone of an advertisement, to create a more complicated image of a product via associations. The analysis shows that, among all precedent-related phenomena in advertisements and commercials, names are used more frequently. Perhaps this is due to the necessity to introduce the protagonist, who will express the product’s advantages, into the conception. A precedent-related name can also build direct or indirect arguments. Recipients follow the advertisement’s plot, where familiar precedent-related names appear, and its twists and turns help hide the intentions of utilitarianism marketing. Precedent-related phenomena can also serve a function of a password: phenomena based on national culture dominate in Japanese advertisements and commercials. Among the different source-fields of the phenomena, the “History” field predominates, the “Fairy-Tales” comes second. This highlights Japanese society’s respectful and positive attitude to their history and culture. Ads and commercials create an image of a mono-national society, who understand and value their link to ancestors and their heritage, which all the Japanese are truly proud of.
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Lennon, Sharron J., Leslie L. Davis, and Ann Fairhurst. "Evaluations of Apparel Advertising as a Function of Self-Monitoring." Perceptual and Motor Skills 66, no. 3 (June 1988): 987–96. http://dx.doi.org/10.2466/pms.1988.66.3.987.
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This exploratory research was conducted to extend research on individual differences in perceptions of consumer-product advertisements, specifically apparel. Three sets of advertisements were developed, each containing two identical advertisements for each of three products: Pendleton sweater, Guess jeans, and Jordache shirt. One advertisement contained a slogan with an image appeal, while the other had a slogan which was a claim about quality/information. Self-monitoring, the extent to which an individual monitors self-presentation in social situations, was measured for each person. In Study 1, 88 women, classified as high or low self-monitors, completed an index of favorability toward the advertisements. An analysis of variance showed high self-monitors were more favorable toward the image-oriented advertisements, while low self-monitors were more favorable toward the quality/informational oriented advertisements. In Study 2, 48 women, classified as high or low self-monitors, were shown one of the advertisements and asked the amount they would be willing to pay for each product. An analysis of variance on the standardized scores showed high self-monitors were willing to pay more than low self-monitors, but only for the Jordache product. Consumers' perceptions of the products are discussed and related to the appeal to which people were more responsive.
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Hasni, Fatimah Yasmin. "KAJIAN ELEMEN VISUAL IKLAN GO-JEK VERSI KARANGAN BUNGA." Narada : Jurnal Desain dan Seni 7, no. 1 (April 2, 2020): 85. http://dx.doi.org/10.22441/narada.2020.v7.i1.007.
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The development of the advertising world is now increasingly innovating in creativity. Advertising is a reflection of the image of a company, of course, the concept of creativity refers to the character of the company so that the delivery of messages can arrive according to the positioning of the mind of the audience. Various products and services have their strategies to strengthen their positioning. One of them is an application-based company called GO-JEK.GO-JEK in its advertisement carries the theme of floral arrangements with the slogan #AnakBangsaBisa. In commemoration of the 73rd independence day of the Republic of Indonesia, GO-JEK expressed its gratitude to the sons and daughters of the nation who had inspired and succeeded in bringing Indonesian names to the ends of the world, even into space. This was revealed through the site and billboards themed flowers.This study aimed to study the GO-JEK floral arrangement advertising design as a creative element of speech culture through floral arrangements in the advertising world. The method in this study is descriptive qualitative, which will examine the concept of visual strategy design in the advertisement applied by GO-JEK by reviewing the visual appearance related to color, the shape in the form of fields, illustrations, typography, icons/symbols, and layouts used. Output targeted in the study, the results of the research can be published in national-level journals.Based on the above, the research reviews the GO-JEK advertisement version of the visual strategy of GO-JEK, to appreciate the development of contemporary advertising content, especially developments in the advertising world.
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Syafnidawati, Syafnidawati, and Eldy Aufar Mahardhika. "Promosi Water World Citra Raya Tangerang Berbentuk Iklan Video." CICES 5, no. 2 (November 4, 2019): 204–11. http://dx.doi.org/10.33050/cices.v5i2.622.
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Advertising is one of the key elements in the promotion mix, the company has to design its ads so that the communication and promotion objectives can be achieved. Advertisement part of the message in communication, for how to communicate a type of business using the communication process in a verbal or not verbal manner depending on the media used. Business naming Slogan used entertainment information to consumers. The meaning of his farming. The researcher therefore asked two research questions. That is 1) how the advertising efforts, and 2) whether the characteristics of a business advertisements. Based on that, it has a distinct meaning and characteristic of it. Any indirect use that dominates in each ad.
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Shchepka, O. A. "PECULIARITIES OF THE LANGUAGE ORGANIZATION OF SLOGAN IN UKRAINIAN POLITICAL ADVERTISING." Scientific notes of Taurida National V.I. Vernadsky University, series Philology. Social Communications 3, no. 1 (2019): 74–78. http://dx.doi.org/10.32838/2663-6069/2019.3-1/14.
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Koch, Natalia, and Svitlana Kaleniuk. "Psycholinguistic Potential of Political Concepts of the Election Campaign (on the example of the slogan-motto “Army. Language. Faith”)." PSYCHOLINGUISTICS 30, no. 2 (November 9, 2021): 153–73. http://dx.doi.org/10.31470/2309-1797-2021-30-2-153-173.
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The aim of the study is a psycholinguistic analysis of the stimulus words (Ukrainian) army, language, faith as concept-forming nominations of the appropriate text concepts in the structure of the slogan-motto (advertising slogan, political slogan) “Army. Language. Faith.” the 2019 election campaign (that is, in the context of a particular discursive practice).
Methods of the research. The application of the method of free associative experiment basing on the theory of speech influence allows to interpret the semantics of the analyzed concepts, as well as to establish their closest connections and logical relationships with other concepts. Verbal reactions to a political slogan as a whole and to its individual structural units as concept-forming nominations are interpreted as verbal representations of cognitive features of concepts.
Results. The results of the associative experiment are a relevant source of data in order to identify markers of the deep (including subconscious) mechanisms of verbal and non-verbal behavior of individuals, which can be used to form new and transform old political concepts. The presence of intersecting segments in their semantic fields testifies about the partial synthesis of diverse concepts in the recipients’ minds, in which the effect of the psycholinguistic influence of the slogan-motto is increased. The absence of such an intersection is an indicator of the information the general information field of the concepts, which is expressed in the discrete perception of the advertising slogan.
Conclusion. In the context of the speech theory influence, the first two stages of implementation the text slogan-motto “Army. Language. Faith.” into mass consciousness (attracting attention to the text and optimization its perception) were successfully implemented. A number of reasons (extralinguistic and linguistic formation, for example, the use of words with abstract, non-specific semantics “language”, “faith”) complicated the implementation of the third stage (acceptance of the content) of the implication of the text. Concept-forming nomination “army”, potentially containing negative semantic components, caused reactions associated with the emergency of cognitive disbalance in the consciousness of individuals. Comparison of the associates of the two stages of the experiment showed that the context of perception of the stimulus words is important for the respondents. Thus, the evaluative connotations of reaction words (in particular, concerning the nomination “army”) in the context of the advertising campaign of P. Poroshenko’s party and outside this context differ significantly.
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Суусара, Женишова. "ОСОБЕННОСТИ ПЕРЕВОДА ВЕРБАЛЬНЫХ КОМПОНЕНТОВ В РЕКЛАМНЫХ КРЕОЛИЗОВАННЫХ ТЕКСТАХ С РУССКОГО НА КЫРГЫЗСКИЙ ЯЗЫК." Vestnik Bishkek Humanities University, no. 49 (November 29, 2019): 51–53. http://dx.doi.org/10.35254/bhu.2019.49.5.
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Аннотация: В статье рассматриваются особенности рекламных текстов,являющихся разновидностью креолизированных текстов. Дается определение понятию «креолизованный текст», и выделяются основные группы креолизованных текстов. Исследуются понятия «рекламное» название и «рекламный» слоган, выступающие в качестве основных вербальных компонентов в рекламных текстах. В статье рассматриваются также, сам термин «реклама» и составляющие ее элементы. Выделяются основные типы слоганов, и рассматриваются некоторые принципы, которыми следует руководствоваться при написании слогана. Приводится лингвистический анализ особенностей перевода рекламных щитов на улицах города. В результате, выявляются смысловые ошибки у некоторых рекламных щитов с точки зрения их семантического анализа перевода с русского на кыргызский. В заключении сделаны соответствующие выводы по теме. Ключевые слова: Креолизованный текст, гармония, знаковая система, графические средства, облигаторный элемент, иконический, изображение и рисунки, реклама, рекламный слоган, вербальный компонент, рекламный щит, семантический анализ. Аннотация: Макалада жарнама текстинин өзгөчөлүктөрү креолизацияланган текст катарында каралган. Креолизацияланган текст түшүнмөсүнүн аныктамасы берилип, креолизацияланган текстеринин негизги топтору аныкталган. Жарнама аталышы жана жарнама слоганы түшүнмөлөрү жарнамалык текстеринин негизги вербалдуу компоненттери катары изилденген.Ошондой эле макалада реклама термини жана аны түзүүчү элементтери каралган. Жарнама слогандарыдын негизги түрлөрү аныкталынып, жана слогандарды жазуудагы айрым эрежелерин башкаруу тууралуу каралган. Шаардын көчөлөрүндө жайгашкан жарнама плакаттарынын орус тилинен кыргыз тилине которуусундагы озгөчөлүктөрүнүн лингвистикалык анализи өткөрүлгөн. Натыйжада, семантикалык анализдөө аркылуу айрым жарнама плакаттарынын орус тилинен кыргыз тилине которуудагы семантикалык каталары аныкталган. Акырында туура келген жыйынтыктар чыгарылган. Түйүндүү сөздөр: Креолизацияланган текст, гармония, белгилер системасы,графикалык каражаттар, облигатордук элементи, иконикалык, сүрөттөмөлөр жана сүрөттөр, жарнама, жарнама слоганы, вербалдуу компонент, жарнама плакаты, семантикалык анализдөө. Annotation: In the article features of advertisement texts as creolized ones are viewed. Definition of creolized text and its main groups are distinguished. Advertisement name and advertisement logotype are studied, as main verbal components of advertisement texts.The term ‘advertisement’ itself and its elements are also viewed in the article. Main types of slogans are distinguished, and several principles which should be followed during writing of advertising slogan are viewed. Linguistic analysis of billboards translation features on citystreets is made from Russian to Kyrgyz. As a result, semantic mistakes of some billboards are distinguished from their semantic translation analysis from Russian to English. Corresponding conclusions on given theme are made at the end. Key words: Creolized text, harmony, sign system, graphic means, obligatory element, iconic, images and pictures, advertisement, advertising slogan, verbal component, billboard, semantic analysis.
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Wedananta, Kadek Adyatna, Putu Kerti Nitiasih, and Atima Kaewsa-ard. "Conversational Implicature In Advertisement Slogans Embedded With Sexual Content: A Lecturer Analysis In Business Class." SOSHUM : Jurnal Sosial dan Humaniora 10, no. 3 (November 28, 2020): 284–93. http://dx.doi.org/10.31940/soshum.v10i3.1902.
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As a lecturer in a business class, it might be interesting to dig deep to advertisement slogan embedded with sexual content like Condoms advertisement. This advertisement uses implicit language in the way they promote the product because it mostly leads to free sex. Therefore, the phenomenon of advertisers creatively uses the implicit slogans to attract their customers about their product might be interesting to discuss. This study aims to investigate the use of conversational implicature and the violation of cooperative principle or maxims occurred in condoms advertisement slogan and investigate the perception of business class students toward the analysis of this advertisement slogan to learn. It was descriptive qualitative research with 15 condoms advertisement slogans to be analyzed and 15 business class students to be interviewed. The result came with 100% particularized implicature used, 100% of violating of maxim of quantity, 100% of violating of maxim manner, 73 % of violating maxim of quality, and no violation in maxim of relevance. In conclusion, advertisers are using particularized implicature and violation of some cooperative principles or maxims to avoid informative messages in promoting their product (condom) which is banned in their advertisement rule. However, the advertisers keep making the slogans relevant to the products, so that some particular people can easily understand the message conveyed by the slogans. Moreover, the business class students agreed that this analysis should be important to learn because they will work as an entrepreneur who thinks about utterances in creating slogans for advertisement, especially sexual content. Further research should analyze more slogans in sexual content and use more techniques of analysis.
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Esfarjani, Fatemeh. "Content Analysis of Edible oil TV advertisements, and Consumer Perceptions Regarding these advertisements: a Mixed-Method Study." Nutrition and Food Processing 4, no. 1 (February 4, 2021): 01–08. http://dx.doi.org/10.31579/2637-8914/034.
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This study aimed at the content analysis of edible oil TV advertisements and consumer perceptions regarding these advertisements in 2020. A total of 3266 edible oil advertisements broadcasted on five major Iranian national television channels were videotaped for content analysis during three months. The result of content analysis conducted that, the majority of edible oil advertisements were related to frying oils (62%), and olive oil advertising was the last one (6%). The most slogan contents of edible oil advertisements were no palm. During the prime time of TV viewing, the advertisements portrayed unhealthy messages. Then ten focus group discussions (FGDs) were held. Advertising was the main factor affecting consumer edible oil purchases that may motivate them to eat more frying foods and change their purchase behavior towards the consumption of edible oils more than the recommended limits. Advertisement marketing companies must use healthy and informative advertisement content to increase community awareness and promote building consumer trust. Policymakers should pass new laws for controlling edible oil advertisements to prevent non-communicable diseases.
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Yordan, Charles Sari Charles. "Perancangan Iklan Sosial “Kali Resik, Solo Apik” Menyadarkan Arti Sungai Bersih Bagi Masyarakat Kota Surakarta." CITRAWIRA : Journal of Advertising and Visual Communication 2, no. 2 (December 26, 2021): 213–37. http://dx.doi.org/10.33153/citrawira.v2i2.4017.
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Through a social advertisement or campaign, it is expected to be able to make people care more about the surrounding environment. One of them is more concerned about the river where now many rivers are affected by pollution. The concept of social advertising through a comprehensive campaign strategy through various media (Integrated Advertising Campaign). This design also uses a visual communication method approach based on existing facts, namely the problem of river pollution which has quite an impact on the river ecosystem environment. An important keyword as a slogan is "Kali Resik, Solo Apik” is a strategy to approach community participation to further strengthen campaign activities so that the message to be conveyed can be understood by the entire community. This social advertising campaign is not only aimed at the people of the riverbanks or riverbanks, but also all levels of society in the city of Surakarta.
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Sari, Yuliati Puspita. "PILIHAN BAHASA PADA IKLAN LUAR RUANG DI KOTA BANJARMASIN." UNDAS: Jurnal Hasil Penelitian Bahasa dan Sastra 14, no. 1 (January 1, 2019): 1. http://dx.doi.org/10.26499/und.v14i1.1131.
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The aim of this research is to describe variety of language choices on outdoors advertising in Banjarmasin and various factors causing the emergence of variety of language choices. The method used in this research is descriptive qualitative method. Advertisement language is different from language in scientific work. Advertisement language is short and easy to understand. The result shows that there are four varieties of language choices on outdoors advertising in Banjarmasin, namely (a) Indonesian language advertisement; (b) foreign language advertisement; (c) variety of local language adertisement; (d) mixed language advertisement. Meanwhile, there are six causes behind the emergence of variety of language choices on outdoors advertising in Banjarmasin, namely (a) the efforts to build closeness between advertisers and potential customers; (b) the effort to attract potential customers; (c) the effort to build a product image; (d) the use of foreign terms to be considered more concise than their counterparts in Indonesian language; (e) the advertiser selects a particular word to represent the product; and (f) the advertiser does not know or less attention about the indonesianizing foreign terms.
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Kurniasih, Nia, Harry Nuriman, and Jejen Jaelani. "A Verbal-Visual Intersemiotic Translation Model of Advertisement Slogans." Jurnal ILMU KOMUNIKASI 16, no. 1 (June 3, 2019): 1. http://dx.doi.org/10.24002/jik.v16i1.1520.
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This research departs from observations over messages contained in the advertisement slogans of consumer products, especially those using foreign languages. The aim was to find out if shifts have occurred in the translation processes of the slogans from one language to another. Data analysis was performed on the aspect of verbal (interlingual) translation of the slogansfrom English into Indonesian using Jackendoff’s Conceptual Structure. Jakobson’s intersemiotic translation approach was used to analyze the messages of the verbal slogan translated into their visual language. The results show that translation shifts have occurred, both verbally and visually
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Selemeneva, O. A. "Language Mixing in Creolized Glossy Magazine Advertisement Texts." Nauchnyi dialog, no. 3 (March 30, 2020): 168–84. http://dx.doi.org/10.24224/2227-1295-2020-3-168-184.
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The issue of enhancing the use of language code switching technique in modern creolized advertising texts is discussed in the article. The relevance of the chosen topic is due to the expansion of the areas of language interaction and the change in tactics for contacting the addressee of advertising due to the process of globalization, the popularization of the English language in the world, the emergence of new communication channels, the mobility of visual images, and the clip’s perception of information by the recipient. The actual material of the study was creolized advertising texts from seven Russian international glossy magazines: “Cosmopolitan”, “Elle”, “Glamor”, “GQ”, “InStyle”, “Tatler”, and “Vogue”. It is proved that foreign inclusions in the considered texts are presented in several ways of varying degrees of productivity: insertion of a foreign language grapheme (formation of graphogibrids); use of the word in the Latin script (astionyms, burials, pragmatonyms, English preposition since , etc.); the introduction of one or more statements in a foreign language; inclusion of a hashtag in latin graphics. The listed types of foreign inclusions are attributed by the author to signal (intentionally introduced into the texts with the aim of accentuation of units or their elements) and multifunctional (capable of performing attractive, accent-emphasizing, utilitarian-compressive, emotionally-expressive, suggestive, informative functions).
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Marpurdianto, Kharis. "Mobile Operator Advertising: Critical Discourse Analysis." Linguistic, English Education and Art (LEEA) Journal 4, no. 1 (December 30, 2020): 222–32. http://dx.doi.org/10.31539/leea.v4i1.1359.
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This research examines contextual meaning contained in the mobile operator’s advertisement in Indonesia. It focuses on how the form of cohesion and coherence, the form of word choice, and the grammatical element found in mobile operator’s advertising discourse in Indonesia. A descriptive qualitative method with the content analysis technique is used as the methodology in this study. Using these methods, the researcher can give a wider understanding of the linguistic lessons through the theory of critical discourse analysis. The data is taken from mobile operator’s advertisement and some books and journals. As a result of this study, the researcher found a form of word choice, cohesion and coherence as well as grammatical elements that emerged in mobile operator’s advertisement discourse including non-standard variety. The advertisement language replicates from competitors that feature cheap phone rates. Moreover, there is a contextual meaning in word choice of Indonesian discourse in mobile carrier advertisement.
Keywords: Advertisement, Mobile Operator, Critical Discourse Review.
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Fitriana, Fitriana, Soeprapto Soedjono, and Kusrini Kusrini. "Representasi ‘Kekerasan Simbolik’ dalam Foto Iklan: Studi Kasus Foto Iklan Cetak Produk Kecantikan Perempuan dalam Majalah Femina Tahun 2000." spectā : Journal of Photography, Arts, and Media 5, no. 2 (March 18, 2022): 83–98. http://dx.doi.org/10.24821/specta.v5i2.6122.
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Representation of ‘Symbolic Violence’ in Printed Advertisement Photo of Beauty Product in Femina Magazine Issue 2000. This study examines the representation of ‘symbolic violence’ in several advertisement photos in Femina magazine in 2000. The research used qualitative methods that focus on the discourse and value of advertised beauty products. Purposive sampling technique was used to choose the samples of the study. There are three advertisement photos that were re- viewed. The theories used in this study such as ‘symbolic violence’, representation, advertisement photography, and gender ideology were used in this study. Meanwhile, overall, the perspective of the research applied the gender approach. This is about the limitation of the research object that used female photo subjects associated with ‘symbolic violence’ represented in the verbal aspects such as headline, body copy, slogan, etc.. The results of the study were the discovery of forms of ‘symbolic violence’ in advertisement photo samples, such as the ideal construction of beauty, the culture of consumerism, the imposition of product information on consumers, and the domestication of women. ABSTRAKPenelitian ini membahas representasi ‘kekerasan simbolik’ dalam beberapa foto iklan di majalah Femina tahun 2000. Penelitian menggunakan metode kualitatif yang berfokus pada wacana maupun nilai dari produk kecantikan yang diiklankan. Pengambilan sampel menggunakan teknik purposive sampling. Terdapat tiga buah foto iklan yang dikaji. Teori yang digunakan adalah teori ‘kekerasan simbolik’, representasi, fotografi periklanan, dan ideologi gender.Secara keseluruhan, perspektif penelitian lebih berorientasi pada pendekatan gender. Hal ini tidak lepas dari pembatasan objek penelitian terkait ‘kekerasan simbolik’ yang terepresentasi pada subjek foto perempuan, termasuk aspek verbal seperti head line, body copy, dan slogan. Hasil penelitian berupa ditemukannya bentuk-bentuk ‘kekerasan simbolik’ dalam sampel foto, seperti konstruksi ideal kecantikan, budaya konsumerisme, ‘pemaksaan’ informasi produk kepada konsumen, hingga domestikasi perempuan.
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Rizki, Izzatul, Bustami Usman, Iskandar Abdul Samad, Asnawi Muslim, and Masrizal Mahmud. "Rhetorical pattern of political advertisement in Aceh." Studies in English Language and Education 6, no. 2 (October 1, 2019): 212–27. http://dx.doi.org/10.24815/siele.v6i2.13851.
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The Indonesian government has adapted the genre-based approach designing curriculum, thus both English teachers and students need to master the genre aspects: the objective or social function of a text, text structure, and language features. This study aimed at describing the rhetorical pattern of Irwandi Yusuf – Nova Iriansyah’s posters during the gubernatorial election in 2017. The object of this study was the strategies used to convince the argument or namely rhetorical pattern. The design of this study was descriptive qualitative research. To obtain the data the researchers used document as an instrument in this study. The result of this study revealed that the posters applied ten strategies: form-based strategy, emotion-based strategy, attention management strategy: use of dramatic statement, using repetition in the form of image and slogan, sketch model participation, detailed benefit change, self-efficacy realized via image, offer further information or services strategy: indirect offers, use slogan, refers to a broader picture, refer to the legal status of the campaign. These strategies that were implemented in the candidates’ poster was to convince the message relied on the poster to the target readers. Further, the strategies implied have followed some strategy offered by Barron (2012). Therefore, different advertisement, as well as a poster from the different region, have a different pattern in organizing the ideas and in convincing the target readers. In conclusion, by exploring the rhetoric of the local advertisement, it can expand the material of teaching text structure, language feature and social function of the advertisement text from a different region or country due to the genre is socially constructed.
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Klushina, Natalia I., Anna V. Liulikova, Anastasia V. Nikolaeva, Larisa V. Selezneva, Elena Yu Skorokhodova, and Irina A. Tortunova. "Language use nowadays in Russian communication." Language and Dialogue 9, no. 3 (October 29, 2019): 444–70. http://dx.doi.org/10.1075/ld.00051.klu.
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Abstract This article presents linguistic and communicative transformations in socially significant areas of modern communication in Russia. The authors apply a historical-comparative method as well as diachronic description and interpretation to analyze the processes taking place under the influence of intra- and extra-linguistic factors in various Internet and media genres, such as advertising, business and professional communication. It was found that the fusion of the features of communication and publication, the combination of dialogue and polylogue determine the “clickbait” nature of blogs and make blogging the most influential genre of Internet communication. The growing influence of oral speech and corporate rules in the field of business communication underlies the trend toward agrammatism of phrases. Innovations in the field of advertising manifest themselves on the verbal level of the slogan and its implicit influence on the recipient.
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Wahyuni, Sri, and Handoko Handoko. "Food And Drink Advertising Analysis On Television : Structure And Language Functions." Andalas International Journal of Socio-Humanities 1, no. 1 (June 27, 2019): 37–41. http://dx.doi.org/10.25077/aijosh.1.1.37-41.2019.
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The current research focuses on the discourse analysis of the food and drinks advertisement. The data were collected from television advertisement by using observational method. The analysis is based on the qualitative approach by focusing the analysis on the discourse approach. Data of this study in the form of words, phrases, clauses, and sentences in food and beverage advertisements on television. The result of the analysis shows that the emotional aspect was frequently used to engage the costumers to the product. Some advertisements also use foreign language to give a good impression to the costumer. From the result of the analysis, it can be inferred that food and drinks advertisement not only provided information and about the product but also reflect the cultural value of the costumers.