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1
Shaw, Daron, Christopher Blunt, and Brent Seaborn. "Testing Overall and Synergistic Campaign Effects in a Partisan Statewide Election." Political Research Quarterly 71, no. 2 (2017): 361–79. http://dx.doi.org/10.1177/1065912917738577.
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Although studies based on field experiments and large- N surveys have enhanced our understanding of how campaigns affect U.S. elections, few of these projects have (1) considered the synergistic effects of distinct aspects of the campaign, (2) focused on statewide, partisan elections, or (3) considered the durability of any estimated campaign effects. We rely on a massive field experiment from the 2014 Texas gubernatorial campaign to assess the individual, synergistic, and collective impact of a variety of outreach modes on the electorate. The data demonstrate some durable synergistic and overall campaign effects on voters’ attitudes toward the sponsoring candidate, with lesser effects on turnout. In addition, while the results indicate that television is rightly considered the most effective mover of voters, radio and Internet advertising also have notable effects and may, in fact, deliver a better return on investment.
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Green, Donald P., Winston Lin, and Claudia Gerber. "Optimal Allocation of Interviews to Baseline and Endline Surveys in Place-Based Randomized Trials and Quasi-Experiments." Evaluation Review 42, no. 4 (2018): 391–422. http://dx.doi.org/10.1177/0193841x18799128.
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Background: Many place-based randomized trials and quasi-experiments use a pair of cross-section surveys, rather than panel surveys, to estimate the average treatment effect of an intervention. In these studies, a random sample of individuals in each geographic cluster is selected for a baseline (preintervention) survey, and an independent random sample is selected for an endline (postintervention) survey. Objective: This design raises the question, given a fixed budget, how should a researcher allocate resources between the baseline and endline surveys to maximize the precision of the estimated average treatment effect? Results: We formalize this allocation problem and show that although the optimal share of interviews allocated to the baseline survey is always less than one-half, it is an increasing function of the total number of interviews per cluster, the cluster-level correlation between the baseline measure and the endline outcome, and the intracluster correlation coefficient. An example using multicountry survey data from Africa illustrates how the optimal allocation formulas can be combined with data to inform decisions at the planning stage. Another example uses data from a digital political advertising experiment in Texas to explore how precision would have varied with alternative allocations.
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Имас, Александра Викторовна, and Татьяна Викторовна Гречушникова. "LANGUAGE EXPERIMENTS IN BUNDESWEHR ANTI-ADVERTISING TEXTS." Вестник Тверского государственного университета. Серия: Филология, no. 2(69) (June 1, 2021): 109–17. http://dx.doi.org/10.26456/vtfilol/2021.2.109.
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Статья посвящена языковому экспериментированию в текстах антирекламы, видам антирекламы и реализованным в ней лингвопрагматическим стратегиям. Антиреклама рассматривается как средство ведения военно-политической и внутриполитической дискуссии в современной Германии The article is devoted to language experiments in anti-advertising texts, types of anti-advertising and its linguo-pragmatic strategies. Anti-advertising is considered to be means of military and political discussion and discussion of home policy in modern Germany.
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Malyuga, E. N., E. V. Ponomarenko, and A. V. Minayeva. "Stylistic devices as means of forming discursive features of advertising minitexts (exemplified by English economic and political media sources)." Vestnik of Samara University. History, pedagogics, philology 26, no. 4 (2020): 82–87. http://dx.doi.org/10.18287/2542-0445-2020-26-4-82-87.
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The article is devoted to functional and stylistic features of advertising minitexts in English economic and political mass media and Internet sources. The scientific relevance of the topic is proved by the significant role of advertising in building up not only market relations but also cultural stereotypes and public opinion. Besides, the necessity arises to reveal the human linguistic consciousness potential of integrating different meanings and small forms of their verbalization, as the trend towards contracting speech acts is gaining momentum in both oral and written communication. Hence, advertising texts make a proper object of analysis since the need for quick catching of the customers attention and saving money on publication space determines advertisements small volume. The authors set the purpose of analysing the stylistic features of advertising minitexts in economic and political sources in terms of the formation of their discursive features. Methods of discourse functional analysis, descriptive and contextual analyses are implemented thereto. The article addresses the issue of correlation between text and discourse with regard to the advertising linguistic status, types of advertising texts, extralinguistic factors (including psychographic and demographic profiles of consumers) determining the choice of means that actualise advertising discourse functions. The analysis focuses on the expressive means forming peculiar advertising stylistics and special pragmatic increments aimed at making efficient impacts on the recipient. The findings of the empiric analysis are presented in reference to such expressive means as metaphors, allusions, wordplay, antithesis, etc. The prevalence of metaphors, epithets and hyperbole as the most frequent stylistic devices in advertising discourse has been revealed. The authors conclude that discursive features of the texts under analysis are actualized in pragmasemantic increments which are not inferred from speech elements direct meanings alone but are synergistically formed in advertising functional space in the course of text generation and perception based on the communicating parties living backgrounds.
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Lastovka, Elena Yu. "VISUAL COMPARISON IN ENGLISH-LANGUAGE POLITICAL ADVERTISING." PHILOLOGICAL STUDIES 18, no. 2 (2020): 168–77. http://dx.doi.org/10.17072/1857-6060-2020-18-2-168-177.
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The article carries a review of research works on visual stylistic means in advertising. Researchers see them as the means of manipulation that evoke specific associations and assessments in recipients. The main aim of the article is to prove the validity of identification of visual comparison as visual stylistic means. Visual comparisonin political advertising is regarded as an ideological means of influence on a global recipient. Visual comparison is in the nature of correlation or opposition and is effectively used in political advertising compared to other visual stylistic means.The correlation includes two images that are used to draw the attention of the addressee to certain socio-political problems, to form a positive image of the candidate and his program. The mean of opposition is based on a comparison of two antagonistic images, which forces the recipient to make a choice in favor of one of them. The obtained results can be used for further development of the theory of visual textual stylistics and for the creation of texts of politicalInternet advertising.
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Dziuba, E. V., and Yu V. Rogozinnikova. "Precedent Anthroponyms of Soviet Origin in English Polycode Advertising Text." Nauchnyi dialog, no. 5 (May 28, 2021): 55–80. http://dx.doi.org/10.24224/2227-1295-2021-5-55-80.
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The article analyzes precedent anthroponyms of the Soviet origin in multimodal texts of American and British advertising. The study aims at analyzing precedent anthroponyms of the Soviet origin in English multimodal texts from the linguoaxiological and linguopragmatic points of view and from the standpoint of textual organization. The following research methods have been used: description and synthesis, linguistic methods of structural-semantic, contextual and cognitive-discourse analysis. The paper examines the precedent names of the Soviet origin (for instance, Lenin, Stalin, Brezhnev, Gorbachev, Yeltsin, and Kalashnikov). It also establishes their uses in commercial texts and highlights the linguistic means of satirical effect creation as the main pragmatic goal of English commercial and social advertising. The name of a political leader acquires different connotations and in most cases it is “demoted” due to the transfer of the name from the political context to the everyday one: gastronomic, material, kitsch-cultural, glamorous-erotic, etc. Names of the Soviet politicians are found in advertisements of cigarettes, pizza, alcoholic and nonalcoholic drinks, bags and other household items, including absorbent wipes. The article concludes that the image of the Soviet past in multimodal advertising texts in English acquires negative connotations. Besides, the analyzed texts emphasize that the communist ideology belongs to the system of anti-values.
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Dmitrieva, Anastasia V. "Precedent Names in Russian Political Advertising: Representation of Value-Based Standards and Cultural Symbols." Вопросы Ономастики 18, no. 2 (2021): 177–95. http://dx.doi.org/10.15826/vopr_onom.2021.18.2.025.
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The article considers the specificity of precedent proper names as universal value-based standards and cultural symbols in the texts of Russian political advertisement. The axiological aspect is at the core of the pragmatic impact made by political advertising on the target audience. The research material involves political advertising texts issued during presidential and parliamentary campaigns in Russia in 1993–2018. The author distinguishes between the notions of ‘standard’ and ‘symbol’ as ways of conveying value-based meanings. In the first case, it is the connotative use of proper names and the “rating scale” of evaluation that matter the most. In the second case, both denotative and connotative ways of using precedent names are possible while the rating features are optional. Moreover, unlike names-standards, symbolic names express a particular idea implicitly, not explicitly. Precedent names with value meanings can be rendered both verbally and by means of precedent visual phenomena having an associative link with onomastic units. A significant role in forming value-based connotations is played by the context in which proper names are used. The study has allowed to reveal the following axiological categories represented by precedent names and non-verbal signs: standards of hero, heroic deed, creator, scientist, positive traits of character and beauty; symbols of heroism, patriotism, Russian culture and art. It is demonstrated that proper names connected with the latter three values are most frequent in Russian political advertising texts. A special role is played by names associated with the Great Patriotic War and space exploration as well as names conveying orthodox values.
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Terskikh, Marina V. "Representations of Russia and the Russian national character in the modern advertising discourse: linguistic and cognitive analysis." Neophilology, no. 24 (2020): 819–35. http://dx.doi.org/10.20310/2587-6953-2020-6-24-819-835.
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We refer to the concept of the country’s image, which arose in the practice of politicians, government executives, and marketing specialists and has been actively developed in recent dec-ades in the works of representatives of various branches of scientific knowledge: linguists, political scientists, sociologists, philosophers, etc. Media discourse becomes a communication space within which messages are created, on the one hand, reflecting the stereotypical attitudes of the internal and external audience regarding Russia and the Russian people, on the other, correcting negative and reinforcing positive ethnic stereotypes. In this work, the media image of Russia is modeled on the basis of texts of commercial, social and political advertising, speeches of political figures, in particular, in the framework of the election campaign. As a basic methodology, we use the frame modeling method, reconstructs the “Russia” frame in Russian and foreign advertising discourse. Russian commercial advertising forms a positive image of a great, beautiful country with a strong and spiritually rich people, and the concept of “Russian” is used in texts exclusively with positive connotations. Russian social advertising creates the image of a country with a rich history and a great past, however it represents modern Russia as a country in which spiritual values play an increasingly smaller role. The external image of Russia can be generally assessed as negative. The sphere in which the least attractive image is realized is politics. The political theme is updated in all considered types of media discourse and forms the image of a backward, undemocratic state with high corruption and Soviet heritage.
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Dronova, Nataliya V. "On the political technology of Victorian England: the concept of “jingo” in the publishing practice of “Punch” magazine (1878–1879)." Tambov University Review. Series: Humanities, no. 190 (2021): 223–34. http://dx.doi.org/10.20310/1810-0201-2021-26-190-223-234.
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We explore the logic and techniques of using the concept of “jingo” in the publishing practice of “Punch” magazine as a tool of political technologies aimed at shaping public opinion on key issues of foreign policy and electoral behavior in Britain in 1878–1879. The urgency of the problem being analyzed is due to the importance of a comprehensive understanding of the pheno-menon of jingoism as one of the significant manifestations of the political history and culture of Victorian England. The study adopted a cross-disciplinary approach, which involves politically and linguistically indirect analysis of the concept of “jingo” in the context of the political and ideological realities of British history during the Eastern crisis of the 1870s of the 19th century. Specific examples show that the peculiarities of the genre of the magazine, its popularity, consideration of the cultural request of its audience determined the choice of language means, the style of presentation of the material and the choice of images. It is justified that the methods used in the texts of Punch were aimed at maintaining a positive image of the liberals and discrediting opponents both at the personal level and the party. It is concluded that the concept of “jingo” in the propaganda campaign of “Punch” has taken meaning propaganda cliches, which acted as a means of political identification, social and political advertising and anti-advertising, served as a tool to manipulate public opinion. This study may provide material for a number of further studies in the study of British political culture.
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Karickaia, Lada J. "POLITICAL STEREOTYPES IN THE MEDIA AND ELECTORAL MOOD OF THE MURMANSK REGION PEOPLE." Society and Security Insights 3, no. 1 (2020): 110–15. http://dx.doi.org/10.14258/ssi(2020)1-09.
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The article analyzes the impact on the population of political stereotypes formed by two leading media in the Murmansk region on the eve of the election. Using of content analysis, the author describes the main stereotypes functioning in the pre-election texts of the media and political advertising. Conclusions testify to the changing perceptions of voters about elections, and the stereotypes extracted from the media paint a strange and contradictory situation.
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Bulatova, Elina Valerievna, Olga Valerievna Lomtatidze, and Anna Simhovna Alekseeva. "COGNITIVE AND DISCURSIVE PRACTICES OF AUTHOR AND ADDRESSEE OF POLITICAL ADVERTISING MEDIA TEXTS." Политическая лингвистика, no. 5 (2018): 101–10. http://dx.doi.org/10.26170/pl18-05-14.
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Opeibi, Tunde Olusola. "One message, many tongues." Journal of Language and Politics 6, no. 2 (2007): 223–48. http://dx.doi.org/10.1075/jlp.6.2.06ope.
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The essay sets off by arguing that since the 1950s, there has been a growing enthusiasm in political advertising discourse. This was because political advertising became prominent as an effective communicative and publicity tool in the 1952 U.S. presidential election campaign when Dwight D. Eisenhower deployed its instruments to win the most prestigious and highest political post in the U.S. (Reece 2003). Since that time, several rhetorical strategies have been adopted by politicians all over the world to cast and communicate political messages to their various audiences. Most previous research efforts appear to be in the monolingual or L1 settings (e.g. Chilton and Schäffner 1997; Obeng 1997). In this study, we examine how Nigerian politicians demonstrate their bilingual creativity in an innovative manner, employing linguistic facilities to publicise and sell their political programmes, especially in the use of media multilingualism, a novel persuasive strategy that has come to characterise political campaign texts. Specifically, we consider this recent phenomenon in Nigerian political discourse in which political candidates ‘marry’ and exploit the resources of both the exogenous (English) and indigenous languages (and sometimes along with pidgin) in the same campaign texts in order to woo voters. So the term ‘media multilingualism’ here is taken to be the variety of code-mixing and codeswitching in written political texts. The paper thus examines inter/intrasententially code-mixed facts found in the written campaign texts and discusses their functional implications especially as part of the discourse strategies deployed by the politicians to elicit support and woo voters to support their candidatures. Relevant literature on codeswitching and theories (e.g. Speech Accommodation Theory) that provide theoretical underpinning for the study are reviewed. An attempt is also made to demonstrate that codeswitching in political discourse is an interpersonal strategy that can be used to create, strengthen or destroy interpersonal boundaries, and thus it functions as a discourse strategy for pragmatic and strategic purposes (Wei 2003). The framework for analysis follows the insights provided in Rational Choice Models (RC) as seen in the works of Myers-Scotton (1993), Myers-Scotton and Agnes Bolonyai (2001) and Wei (2003). The essay concludes by presenting a summary of some important analytical observations that arose from the study. It also suggests that a similar pattern is bound to occur in political discourse found in other L2 contexts. The data set for this work came from selected political texts produced during the 2003 governorship and presidential elections campaigns in Nigeria and sourced from selected Nigerian national newspapers.
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Terskikh, M. V. "Typology of Communication Strategies in the Discourse of Social Advertising." Nauchnyy Dialog, no. 4 (April 30, 2020): 164–75. http://dx.doi.org/10.24224/2227-1295-2020-4-164-175.
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A typology of strategies, tactics and techniques used in the discourse of social advertising is proposed in the article. The relevance of modeling the tools of communicative impact in social advertising is determined by the persuasive nature of the discourse of social communications, as well as the insufficient development of this issue in the scientific literature. The author of the article relies on the studies of linguists who proposed the classification of communicative strategies used in commercial advertising, as well as in the discourse of socio-political newspapers. The material for analysis was the polycode texts of Russian and foreign social advertising (outdoor advertising, social videos, as well as social photo projects posted on Instagram). The result of the study was a model of communicative strategies and tactics that constitute the discourse of social advertising. Since the effect of persuasiveness is achieved, among other things, by using different types of semiotic codes in the advertising text, special attention is paid to the verbal and visual implementation of the selected strategies, tactics and techniques. The author comes to the conclusion that the frustration strategy based on tactics of escalating negative emotions , shocking with facts and negative forecasting is the basis for the discourse of social advertising. Moreover, the main part of the identified strategies and tactics is invariant for the media discourse as a whole.
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Benoit, William L. "A Functional Analysis of 2016 Direct Mail Advertising in Ohio." American Behavioral Scientist 61, no. 5 (2017): 481–92. http://dx.doi.org/10.1177/0002764217693274.
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Few studies examine the content of political direct mail advertising (pamphlets, brochures) despite the fact that this campaign medium remains a popular means of reaching voters. This study reports a functional analysis of 68 direct mail advertisements employed in Ohio in 2016. These messages acclaimed more than they attacked; no defenses occurred in this sample. The topics of the statements in these texts were about evenly split between policy (48%) and character (52%). As predicted, both general goals and ideals were employed more frequently to acclaim than to attack. This study adds to our knowledge of direct mail advertising and nonpresidential ads (only 6% of the brochures in this sample were from the presidential race).
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Dmitrieva, Anastasiya Valer'evna. "THE ROLE OF PRECEDENT NAMES IN THE PROPAGATION OF ANTIVALUES IN RUSSIAN POLITICAL ADVERTISING TEXTS." Политическая лингвистика, no. 3 (2021): 74–86. http://dx.doi.org/10.26170/1999-2629_2021_03_07.
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Remchukova, E. N., and V. A. Omelianenko. "Country Image in Advertising Discourse: Between Commercial and Social Components." Nauchnyi dialog, no. 9 (September 30, 2020): 144–58. http://dx.doi.org/10.24224/2227-1295-2020-9-144-158.
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The ways of creating the country’s image in the texts of modern Russian commercial advertising, namely, such a variety, which is defined as nationally oriented advertising are discussed in the article. This type of advertising is considered as a multimodal complex, however, special attention is paid to the analysis of linguistic means that provide such advertising with a “reputation” base - it fulfills not only commercial, but also social tasks. The specificity of creating an image of the country in nationally oriented advertising by demonstrating the geographical and ethnographic features of “one’s own”, native, or “foreign” country and mythologizing “one’s own” or “foreign” national character is revealed. It is shown that the positive image of “own” country performs not only the function of promoting goods on the market, but also the function of persuasion and education. It has been established that the image of a “foreign” country ensures positioning in the domestic market of the producing country or the country with which the production tradition of the advertised product is associated. The conclusions and results of the study allow one to gain a more complete picture of the peculiarities of ethnomarketing, ways of manipulating a potential audience by appealing to national values and stereotypes, and contribute to advertology, political linguistics and linguoimagelogy.
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Zantides, Evripides. "Visual Metaphors in Communication: Intertextual Semiosis and Déjà Vu in Print Advertising." Romanian Journal of Communication and Public Relations 18, no. 3 (2017): 65. http://dx.doi.org/10.21018/rjcpr.2016.3.216.
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<p>Metaphor, as a concept in which a signified is applied to a signifier that is not literally applicable, does not only refer to speech or verbal language, but also to a wide use of practical applications in visual communication, particularly in advertising design and communication. The metaphorical rhetoric in advertisements is a common practice often used to attract the viewers’ attention, as well as enhance the persuasiveness of messages. From a cognitive perspective, semiosis in the process of visual metaphors in communication, is a complex subject with often a variety of subjective interpretations on behalf of the viewers. Intertextuality, as another form of metaphoric communication that depends on pre-existing</p><p>texts (verbal or non-verbal), produces meanings that often deal with parody, sarcasm or irony. Additionally, they are also frequently characterised as anarchistic and provocative, because of the anti-advertising or anti-consumerism/social statements they make.</p><p>The current study aims to present a literature review on how visual metaphors are defined in printa dvertising, and build on this to examine the notion of intertextuality as a form of déjà vu-metaphor that is popular in advertising and graphic communication.</p><p>Semiotic analysis as a methodology is used on a purposive sample of print advertisements—including examples of logotypes as well—in order to categorize thematically the major typological references, in respect of intertextual advertising, as well as extract ideological conclusions.</p><p>The results show that intertextuality in advertising draws its sources of meaning mainly from the Film industry, Art, Monuments and places, Literary texts and Graphic and Advertising itself, whilst, as far as logos is concerned, the source of meaning is purely linguistic. The study also shows that Intertextual visual metaphor semiosis has a variety of popular verbal or non-verbal references and depends on the socio-political context of the sample under investigation.</p>
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Matveeva, Nataliya V. "Lexical abbreviation in English texts of the Internet." Theoretical and Applied Linguistics, no. 7 (2021): 116–32. http://dx.doi.org/10.22250/2410-7190_2021_7_1_116_132.
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This article investigates abbreviations in different Internet discourse types and genres. For the study, continuous sampling method was used to select 76 abbreviations in hypertexts from 7 Internet English-language sites. The selected units were classified into 3 basic types with further subdivisions: letter-number (figure-for-word, figure-for-word-part, contractions as a result of vowel deletion), graphical (both Latin and English) and lexical (acronyms, initialisms, shortening and partial shortening) abbreviations based on the classification adopted in this research. Among the subdivisions, abbreviations involving figures, initialisms and contractions turned out the most frequent. Most of them were found in social networks, blogs, chats and forums. Further, abbreviations were analyzed in 6 types of Internet discourse: legal, political, personal, mass media, advertising and pedagogical. Particular genres representing the types were studied: a business email, a law firm’s website, a political blog, an Instagram personal page, a network media web page, and an academic institution’s page. It was discovered that on the whole (among 57 examples), lexical abbreviations prevail over graphical ones (56% vs 44%). On the whole, 44% were graphical abbreviations, 28% – initialisms, 23% – acronyms and 5% – shortenings. However, in each discourse, the distribution demonstrated considerable variation. This means that the magnitude of the Internet discourse type effect is very high. Further studies are needed to enlarge the number of examples with the increase in the amount of genres and their samples to achieve better balance.
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Pallares-Burke, Maria Lúcia G. "A Spectator in the Tropics: A Case Study in the Production and Reproduction of Culture." Comparative Studies in Society and History 36, no. 4 (1994): 676–701. http://dx.doi.org/10.1017/s0010417500019393.
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In Brazil, ever since the thirties, when the sociologist, Gilberto Freyre, made pioneering use of journalism as a source for his studies of the past, considerable weight has been given to journalistic texts on the grounds that their news and editorial sections, as well as their advertising columns, portray society with a reasonable degree of accuracy.
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Olateju, Moji A. "The Structure of Yorùbá Local Drug Advertising." Matatu 40, no. 1 (2012): 341–59. http://dx.doi.org/10.1163/18757421-040001023.
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This essay presents a breakdown of the analysis of the structure of the monologue of advertisers of local drugs in the ancient city of Ilé-Ifè, sun State, Nigeria. Since this practice of selling local drugs seems to solve some seemingly common health problems of some of the populace, people from all walks of life all over the country identify with this mode of drug selling. The data consists of texts from the advertisers of the drugs who move from city to city in motor vehicles. Both personal and non-personal contacts are used in the advertisement and sale of the local drugs. Since computer and internet facilities are still not within the reach of many people in Nigeria as a developing nation, advertising on the internet and benefiting from advertisement on the internet becomes a little difficult. Analysis of the data showed that the advertisers and sellers of these drugs enjoy the patronage of the restricted populace they serve probably because of the mode of advertisement, the supposed efficacy of the local drugs, the psychology of the not fully educated sets of people they serve, as well as the low cost arrangement ensured by the manufacturers and vendors.
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GODIŠ, Tomáš. "MANIPULATION IN THE LANGUAGE OF TABLOIDS." Ezikov Svyat (Orbis Linguarum) 17, no. 2 (2019): 26–38. http://dx.doi.org/10.37708/ezs.swu.v17.i2.3.
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e meet with linguistic manipulation in every area of human commerce - in advertising, politics, business, media or everyday life. Thanks to modern communication technology and new communication channels, it is now possible to reach a larger mass of people and, of course, to manipulate it. There are many manipulation techniques - in most of them language is the basis. Manipulation through language is not a new phenomenon, but thanks to modern communication technologies it gains new forms as well as new areas of its application. Language manipulation is realized through various language instruments (for example emotional phrases, words, tropes, etc.). Journalistic, advertising or political texts are full of such language instruments. Their main aim is to influence the recipient in such a way, that he will not be able to form an objective opinion on certain events himself. In the following contribution we will therefore deal with the typical language resources of manipulation in the press language with the focus on the tabloid press. We are also working on the phenomenon of emotionalisation in the press language because it is one of their typical manipulative elements. In this contribution we demonstrate the occurrence of individual presented language resources on concrete examples from the tabloid Bild, and some other daily newspapers.
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GODIŠ, Tomáš. "MANIPULATION IN THE LANGUAGE OF TABLOIDS." Ezikov Svyat (Orbis Linguarum) 17, no. 2 (2019): 26–38. http://dx.doi.org/10.37708/ezs.swu.v17.i2.33.
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e meet with linguistic manipulation in every area of human commerce - in advertising, politics, business, media or everyday life. Thanks to modern communication technology and new communication channels, it is now possible to reach a larger mass of people and, of course, to manipulate it. There are many manipulation techniques - in most of them language is the basis. Manipulation through language is not a new phenomenon, but thanks to modern communication technologies it gains new forms as well as new areas of its application. Language manipulation is realized through various language instruments (for example emotional phrases, words, tropes, etc.). Journalistic, advertising or political texts are full of such language instruments. Their main aim is to influence the recipient in such a way, that he will not be able to form an objective opinion on certain events himself. In the following contribution we will therefore deal with the typical language resources of manipulation in the press language with the focus on the tabloid press. We are also working on the phenomenon of emotionalisation in the press language because it is one of their typical manipulative elements. In this contribution we demonstrate the occurrence of individual presented language resources on concrete examples from the tabloid Bild, and some other daily newspapers.
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Siuta, Halyna. "Precedent units from the texts of children’s culture in modern Ukrainian communication." Ukrainska mova, no. 4 (2020): 17–34. http://dx.doi.org/10.15407/ukrmova2020.04.017.
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Abstract: The article examines the сorpus of precedent statements and precedent names from the texts of childhood culture, which already have become active nominative-evaluative units of modern Ukrainian communication (journalistic, political, advertising, artistic, conversational, etc.). These units are classified into several functional and thematic groups: 1) which are genetically connected with the texts of children’s literature (national and world), 2) which are genetically connected with the texts of children’s films and cartoons, 3) which are genetically connected with the texts of children’s songs. Much less often speakers use precedent statements and names from texts of Ukrainian national riddles, counters, games, etc. The communicative relevance and pragmatic load of these precedent units in oral and written texts of different styles are analyzed. Structural and semantic types of their exploitation are demonstrated too. It is proved that in modern communicative practice precedent statements and precedent names from the texts of “childhood culture” are functioning as effective tool of secondary nomination of persons, situations, etc. The researched material gives grounds to single out several typical communicative-evaluative models of reactualization of popular precedent phenomena from the texts of children’s literature: 1) precedent names that characterize a person, phenomenon, object, etc; 2) precedent names and statements associatively correlated with the situation. Precedent phenomena from the texts of foreign literature for children as well as from many modern cartoons and children’s feature films adult speakers are naturally perceived as signs of “foreign” culture and require culturological commentary. In living language practice, under the influence of lingual and extralingual factors, there is usually an expansion of the semantics of precedent phenomena. Keywords: texts of children’s culture, modern Ukrainian language practice precedent units, precedent phenomena, precedent names, precedent statements, children’s literature, children’s movies and cartoons, children’s songs.
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Dawd, Karzan O., and Salah M. Salih. "Covert Persuasion in English Advertisements and Political Speeches." Koya University Journal of Humanities and Social Sciences 3, no. 1 (2020): 41–52. http://dx.doi.org/10.14500/kujhss.v3n1y2020.pp41-52.
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Persuasion has always been an integral aspect of human interaction that operates in different professional and lingua-cultural settings. The notion of persuasion as a key component of communication was brought into the world by classical rhetoric. Although, the art and science of persuasion has been of interest since the time of the Ancient Greeks, there are fundamental differences between the ways in which persuasion occurs today and how it has occurred in the past. While previous studies have been conducted regarding persuasion in advertisement and political speeches, the current research, however, is a quest for the underlying covert persuasion strategies adopted by advertising agencies and political figures or parties. Moreover, while previous studies have concentrated on how language relates to power and what linguistic elements are used by politicians and advertisers to persuade their voters and costumers, the current paper has meticulously focused on the covert attempts and endeavors by politicians and advertisers who employ various elusive techniques to serve their concealed intentions. The scope of this research primarily focuses on two major fields – Advertisement and Political Speeches. Ten texts have been analyzed where persuasion plays a vital role in the way of getting customers and voters to change attitude, belief and act in certain ways. It has been found that covert persuasion best functions within the trope category (mainly metaphor, allusion, and metonymy) which is primarily realized through the mediation of semantic meaning. Schemes have no function within covert persuasion as they are basically more blatant. Two persuasion strategies, three persuasion techniques, and the use of personal pronouns all serve covert persuasion purposes. And covert persuasion can be more effective than overt persuasion in that they batter serve positive face.
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Dmitrieva, A. V., and M. V. Golomidova. "Precedent Names of Historical Figures and Realities in Polycode Video Texts of Russian and French Political Advertising: Communicative and Pragmatic Aspect." Nauchnyy dialog, no. 8 (2019): 25–40. http://dx.doi.org/10.24224/2227-1295-2019-8-25-40.
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Benor, Sarah Bunin. "Bivalent Writing: Hebrew and English Alphabets in Jewish English." Journal of Jewish Languages 8, no. 1-2 (2020): 108–57. http://dx.doi.org/10.1163/22134638-bja10009.
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Abstract Jewish English writing uses multiple combinations of the Hebrew and English alphabets. This paper demonstrates those uses, giving examples from rabbinic literature, Yiddish and Ladino newspapers, handwritten notes, pedagogical materials, organizations’ and restaurants’ logos, and regalia advertising sports teams, universities, and political candidates. The analysis demonstrates that hybrid combinations of Hebrew and English writing serve four functions: 1) Translanguaging: Enabling people who have access to (elements of) English and a traditionally Hebrew-script language (Yiddish, Ladino, Modern Hebrew, Textual Hebrew, Textual Jewish Aramaic) to represent both languages in the same text; 2) Symbolism: Highlighting English-speaking Jews’ Jewish and other identities simultaneously; 3) Code: Communicating coded messages to other Jews; and 4) Pedagogy: Teaching Hebrew decoding to English speakers or teaching English to readers of Yiddish or Ladino. Digraphic texts are bivalent, seen as part of multiple languages simultaneously.
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Alawode, Sunday Olayinka, and Olufunke Oluseyi Adesanya. "Content Analysis Of 2015 Election Political Advertisments In Selected National Dailies Of Nigeria." European Scientific Journal, ESJ 12, no. 5 (2016): 234. http://dx.doi.org/10.19044/esj.2016.v12n5p234.
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The Nigerian Press in its 156 years of existence from the Reverend Henry Townsend days has been enmeshed in politics and is in fact insoluble from it like Siamese twins. From its debut in November 23rd 1859 with “Iwe Iroyin fun Awon Ara Egba ati Yoruba” (Newspaper for the Egbas and Yorubas) the press has taken centre stage in matters affecting all spheres of individual life and collective existence including religion, education, economy and politics among others. Thenewspaper was actually noted to have educated the growing publics about history and politics of the time. The growth in media has given room for political parties to reach larger groups of constituents, and tailor their adverts to reach new demographics. Unlike the campaigns of the past, advances in media have streamlined the process, giving candidates more optionsto reach even larger group of constituents with very little physical efforts. Political advertising is a form of campaign used by political parties to reach and influence voters. It can include several different mediums and span several months over the course of a political campaign and the main aim is to sway the audience one way or the other. Political advertisements involve the use of advertising campaigns by politicians to bring their messages to the masses or the electorates in order to explain policy, inform citizens and connect people to their leaders. It is a form of campaigning by political candidates to reach and influence voters through diverse media (including web based media). Politics on the other hand has to do with activities involved in getting and using power in public life, and being able to influence decisions that affect a country or a society. Thus political advertisement in the context of this study are strategically placed information deliberately informing the populace or making public activities or personalities as well as political parties and ideologies in order to get and use power by placing such information in the newspapers. The Punch, The Guardian, Vanguard and Daily Trust were purposively selected for the study investigating prominence of political advertisements featured before, during and after the elections; contents as the pictures, logos, texts, and languages majorly used in the political advertisements; and adversarial or the slants/directions of the March 28th Presidential and April 11th 2015 Assemblies Elections.Content categories include language, logo/icon/symbols, issue/personality/event/activity, visuals/pix, size, colour, political ideology among others. The study reveals that political adverts were prominent in the newspapers during the six-month period with the dominance of full page adverts, mostly inside-page adverts, aspirant-filled pictures, PDP-dominated and coloured adverts, largely favourable and friendly adverts with rational appeal going before testimony appeals. It further shows that Punch closely followed by Guardian had the highest adverts, while PDP and APC dominated the political landscape with low presence of adversarial contents. The study recommends more ethical monitoring of political adverts as well as the de-commodification of newspaper contents.
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Kjeldsen, Jens, and Aaron Hess. "Experiencing multimodal rhetoric and argumentation in political advertisements: a study of how people respond to the rhetoric of multimodal communication." Visual Communication 20, no. 3 (2021): 327–52. http://dx.doi.org/10.1177/14703572211013399.
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Research into visual and multimodal rhetoric has been dominated by social scientific and textual perspectives that may not be able to provide documented understandings of how rhetorical objects are actually experienced by an audience. In this study, the authors engage in rhetorical protocol analysis through 10 in-depth interviews asking informants to make sense of selected political advertisements in the 2020 US election campaign. They examine the types of competing sensory elements found within the campaign texts and situations, which they term ‘multimodal incongruity’ and establish two types of cognitive frameworks informants use when engaging in the political rhetoric of the commercials: personal experience and cynicism. Personal experience allowed the informants to make sense of and argue against campaign messages. Cynicism often guided participants to unpack the generic conventions of political advertising, politics more generally, and opposing partisan strategies. Both interpretive frames – but the frame of cynicism, in particular – enable participants to critically distance their reading of and emotional response to the campaign commercials. This critical distancing reveals connections between rationality and emotionality through ‘deliberative embedding’, meaning that the emotional is understood in terms of and negotiated in relation to already established cognitive frameworks of information, opinions and cynical readings of the genre. The authors conclude the essay by reflecting on their methodological and theoretical insights regarding multimodal rhetoric.
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Anastasia V., Dmitrieva. "Precedent Names of Non-native culture-bound Elements in the discourse of Russian political advertisement." Current Issues in Philology and Pedagogical Linguistics, no. 1(2021) (March 25, 2021): 32–47. http://dx.doi.org/10.29025/2079-6021-2021-1-32-47.
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The paper studies the cognitive and pragmatic aspect of functioning particularities of precedent names in multimodal videotexts of Russian political advertisement. The importance of investigating the meaning-making mechanisms involving precedent names as cultural signs in political discourse determines the research topicality. Special attention is devoted to the issues of actualization of extralinguistic information with the help of precedent onyms and concomitant non-verbal signs. The study raises the question of semantic diversification of precedent names in the context of Russian political advertisement. The research material involves the texts of political advertising video clips created during the presidential campaigns in Russia from 1990s to the present time. The analysis of the text corpus in compliance with the cognitive and discursive approach has allowed to determine the main concepts represented by the precedent names and characterize their role in the worldview conveyed in the studied videotexts. The research has revealed a wide range of spheres of concepts encompassing the studied precedent names, such as history, politics, geography, international conflicts and wars, art, fairy tales and cartoons, economy and mass media. Different ways of correlation of verbal and non-verbal signs that actualize precedent onyms in the studied videotexts are discovered in the research. The analysis of pragmatic impact of the text involving precedent names has unveiled certain sense transformations: the intensification of particular semantic components aimed at addressing certain pragmatic tasks. The main functions of precedent names are expressive, emotive, illustrative and pragmatic ones. The majority of precedent onyms under consideration relate to European, North American and Asian culture-bound elements. The worldview represented by these precedent names reflects political opinions of the participants in the communicative events as well as topical trends in Russian political rhetoric.
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Cashman, Holly R. "What Phoenix's jotería is saying: Identity, normativity, resistance." Language in Society 48, no. 4 (2019): 519–39. http://dx.doi.org/10.1017/s0047404519000411.
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AbstractThis article questions queer theory's investment in antinormativity and anti-identitarianism by applying a queer multimodal discourse analytic approach to the ethnographic context of queer, bilingual Mexicans/Latinxs in the US Southwest. The article explores the complexity of ways that norms are taken up and resisted (or not) in discourse, with particular attention to the activist use of discourses about community and identity. A close analysis of several texts illuminates how language practices and social practices—as seen, for example, in advertising strategies, participation in annual LGBTQ Pride festivals, and activism surrounding the undocuqueer movement—become invested with social meaning among queer Mexicans/Latinxs. (Antinormativity, queer theory, bilingual, sexual identity, community, Latinx, jotería)*
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Boylan, Amy. "Cuore and the cinema: reframing the Risorgimento for the First World War." Modern Italy 24, no. 3 (2019): 281–94. http://dx.doi.org/10.1017/mit.2019.4.
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During the years leading up to and during the First World War, patriotic films featuring self-sacrificing child protagonists formed an important sub-genre of Italian film production. This article looks at Film Artistica Gloria’s Cuore series (1915–1916), adapted from De Amicis’ novel, with particular attention given to the two war-themed films, Il tamburino sardo (UK: The Sardinian Drummer Boy, 1915) and La piccola vedetta lombarda (The Little Lookout from Lombardy, 1915). An examination of the way in which advertising, reviews, and promotional materials worked to reframe these Risorgimento stories within a new historical context shows how the transmedial relationship between the novel, films and paracinematic texts helped to transform De Amicis’s civically-minded patriotic tales into an endorsement of Italy’s intervention in the First World War.
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Novospasskaya, Natalia V., and Huajing Zou. "The Formation of Polycode Text Theory." RUDN Journal of Language Studies, Semiotics and Semantics 12, no. 2 (2021): 501–13. http://dx.doi.org/10.22363/2313-2299-2021-12-2-501-513.
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This review article is devoted to the theory of polycode texts that are represented as a combination of verbal and non-verbal components. This unity is supported by the meaning, structure and function, under which we mean the focus on solving a single communicative task. A polycode text includes signs of various semiotic systems, for example, colour and kinesics. A number of synonymous terminological descriptions of this phenomenon - creolized text, polycode text, polysemiotic text, semiotically enriched test - indicates that we are currently witnessing the formation of the theory of polycode texts. Theoretical and terminological understanding of the object of our description occurs in such directions as the analysis of the components of polycode text and their correlation, description of methods and prospects for the study of polycode texts. The pragmatics of a polycode text, with a brief overview of the most notable works of Russian linguists, is considered in such main areas of its implementation as humorous polycode text and polycode text in cinematography. The most studied phenomenon in this direction is the description of the polycode text of advertising of various types. New directions of analysis are the description of the functioning of the polycode text in political linguistics and Internet communication. It is important to note the increase in the number of works that investigate the use of polycode text in school teaching and in teaching foreign languages. A new area of study of polycode text is its description as a reflection of the national linguistic picture of the world. This review is based on academic works, which are fundamental in this area of research, and also includes articles published in scientific journals in Russia over the past five years.
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Caldas-Coulthard, Carmen Rosa. "Body branded." Branding Political Entities in a Globalised World 7, no. 3 (2008): 451–70. http://dx.doi.org/10.1075/jlp.7.3.06ros.
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Using a discursive/social semiotic perspective, tourism advertising is here investigated as a global discourse worth of critical investigation. Different identities are construed in texts for tourists and they are not purely reflections of personal identities. They are recontextualisations whose realisations and forms are conditioned by the social practices of the advertisers and by their stereotypical views of the countries being advertised. Gender representation is a key factor and the use of the human body, as a branding strategy, is an essential part in the construction of such identities. Exemplifying from tourism brochures and web pages, my aims are to discuss the different types of identities construed in the discourse, the way the representation of the human body is used as a semiotic resource and as a branding strategy, and the values which underlie the appeal to possible travellers and the implications of the branding strategies for gender representation.
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Закутня, А. Ю. "Printed advertising of the end of the 19th — the first half of the 20th centuries in the context of a search of a source basis for a detailed description of the Ukrainian urban koine of this period." Studia Philologica, no. 10 (2018): 39–52. http://dx.doi.org/10.28925/2311-2425.2018.10.6.
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The city as a peculiar form of social organization is interesting for the representatives of many trends of scientific research: economists, sociologists, culturologists, historians, linguists. The subject of our interest is the functioning of the Ukrainian language in the cities of Bukovyna and Galicia at the end of the 19th century — the first half of the 20th century, in the urban environment of the Ukrainian diaspora settlement. Historical and socio-political conditions of the formation of the Ukrainian city koinй as one of the preconditions for the development of Ukrainian literature (particularly in the territory of Western Ukraine) — are still one of largely unexplored problems of Ukrainian linguistics — in both theoretical and practical aspects, which predetermines the relevance of the topic of our study. The aim of this article is the analysis of Ukrainian advertising texts at the end of the 19th century — the first half of the 20th century and identification of such lexical and syntagmatic units that can be classified as elements of the city koine. To perform linguistic analysis we have involved over 80 language units (words, nominative word combinations, word variants) used for the nomination of over 30 items of commodity circulation belonging to the following lexical-semantic groups: names of clothing, footwear and other details of the wardrobe; names of household items of urban dwellers (personal use items). For every word of the aforementioned lexical-semantic groups we have provided illustrating contexts, commentaries concerning the meaning, use, origin, their record in different kinds of dictionaries, sometimes giving information from Polish lexicography, Polish and German electronic corpora. We have analyzed the names of urban life items, documented in the Ukrainian advertisement at the end of the 19thcentury — the first half of the 20th century, that certify that the majority of such names are borrowings adapted on the Ukrainian language background: from German, Polish, French, Italian, Spanish, etc. Mainly Polish and German played an intermediary role in the assimilation of these words. We believe that lexical units and nominative word combinations recorded in the advertising texts of the 19th century — the first half of the 20thcentury, may serve as a basis for the register of lexicographic works of a specialized type, for instance, the Dictionary of Ukrainian Advertisement; the Dictionary of Western Ukrainian Variants of Literary Language of the 19th century — the first half of the 20th century, etc.
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Törrönen, Jukka, and Sara Rolando. "Women’s changing responsibilities and pleasures as consumers: An analysis of alcohol-related advertisements in Finnish, Italian, and Swedish women’s magazines from the 1960s to the 2000s." Journal of Consumer Culture 17, no. 3 (2016): 794–822. http://dx.doi.org/10.1177/1469540516631151.
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Since the 1960s, feminist movements have emphasized that men and women should be seen as equal in their roles as parents, breadwinners, and citizens. This conception is not confirmed by the images produced in advertising. This article presents an analysis of alcohol-related advertisements published in Finnish, Italian, and Swedish women’s magazines from the 1960s to the 2000s. The advertisements are approached as performative texts in which gender is made visible “here and now” by placing women in particular consumer positions relative to private or public spheres and by associating specific kinds of gender expectations and norms that reflect women’s shifting responsibilities and pleasures. The article asks what kind of drinking-related identities have been portrayed as desirable in women’s magazine advertisements over the past few decades and how they have changed as we move closer to the present day. The analysis reveals both continuity and variability in alcohol-related consumer identities in advertisements in Finnish, Italian, and Swedish women’s magazines. It shows that as Finland, Italy, and Sweden have developed from modern societies to late-modern societies, women’s responsibilities and pleasures have expanded from the traditional domain of the private sphere into multiple new areas. The expansion of women’s identities has occurred differently in each geographical area. This does not, however, mean that the traditional gender norms have disintegrated and been replaced by equal gender norms. Rather, it seems that traditional gender norms continue to be reproduced with varying nuances in alcohol-related advertising.
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Latham, Sean, and Robert Scholes. "The Rise of Periodical Studies." PMLA/Publications of the Modern Language Association of America 121, no. 2 (2006): 517–31. http://dx.doi.org/10.1632/003081206x129693.
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Within or alongside the larger field of print culture, a new area for scholarship is emerging in the humanities and the more humanistic social sciences: periodical studies. This development is being driven by the cultural turn in departments of language and literature, by the development of digital archives that allow for such studies on a broader scale than ever before, and by what the producers of the Spectator Project have called “the special capabilities of the digital environment” (Center). Literary and historical disciplines engaged with the study of modern culture are finding in periodicals both a new resource and a pressing challenge to existing paradigms for the investigation of Enlightenment, nineteenth-century, and modern cultures. The forms of this new engagement range from Cary Nelson's suggestion, in Repression and Recovery, that periodicals should be read as texts that have a unity different from but comparable with that of individual books (219) to the organization of groups like the Research Society for Victorian Periodicals, founded in 1968, and the more recently established Research Society for American Periodicals. Every year new books are appearing that emphasize peri–odicals and investigate the ways in which modern literature and the arts are connected to the culture of commerce and advertising and to the social, political, and scientific issues of the time.
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Notley, Margaret. "Berg's Propaganda Pieces: The ““Platonic Idea”” of Lulu." Journal of Musicology 25, no. 2 (2008): 95–142. http://dx.doi.org/10.1525/jm.2008.25.2.95.
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Abstract After finishing the short score of Lulu and starting to orchestrate it in the spring of 1934, Berg began to realize that his opera might not be staged in Berlin, long planned as the site for the premiere. In late May he decided to make a concert arrangement that he referred to as ““a Propaganda selection,”” which became the Symphonische Stüücke aus ““Lulu.”” In contemporary usage the German word ““Propaganda”” typically denoted advertising or publicity. Acting on advice from his editor, Hans Heinsheimer, and supported by the efforts of his student Willi Reich, Berg sought to create a ““Propaganda”” work that could be performed even in Hitler's Germany and would drum up interest in performances of the entire opera elsewhere. Letters and other sources, many unpublished, show Berg gradually coming to grips both with the reality of the political situation in Germany and with the offensiveness——even to some favorably disposed to modernist music——of the texts by Frank Wedekind on which he based his libretto. A comparison of his arrangement and the opera illuminates the different effects made by more or less the same music in the two works as well as what Berg valued in Lulu and was therefore reluctant to relinquish. Above all he resisted giving up the texts for the music that he arranged as the first and fifth movements, apparently wishing to preserve the striking textures that he had created by placing an operatic voice against a self-sufficient orchestral fabric. But mentored by Heinsheimer, he ended up distancing his arrangement from the opera that it was supposed to promote by removing most of the words; and assisted by Reich he wrote misleading program notes to fill in the resulting semantic gaps. Berg created an arrangement that could be enjoyed as, in his own words, ““pure music.”” Lulu became the platonic idea of Lulu.
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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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Syzonov, Dmytro. "Media Phraseology and the Dynamics of the Ukrainian Language: The Psycholinguistic and Stylistic Paradoxes." PSYCHOLINGUISTICS 24, no. 2 (2018): 277–91. http://dx.doi.org/10.31470/2309-1797-2018-24-2-277-291.
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The present article involves the study of the dynamic processes of the Ukrainian language in printed and electronic mass media. Specifically, the description of functional paradoxes in the Ukrainian language is further presented in this article, with a particular focus on phraseological units (idioms) that function in mass communication. The sources of new phraseology that percolate into mass consciousness direct it through mass media and all described manipulative strategies show that the journalists like to use phraseological units and their stylistic transformations in media texts from the headline to the conclusion. The author gives scientific interpretation of the term medial phraseological unit (idiom) and its correlation with the term new phraseological unit / phraseological innovation in Ukrainian and European Linguistics. The author gives scientific interpretation of the term medial phraseological unit (idiom) and its correlation with the term new phraseological unit / phraseological innovation in Ukrainian and European Linguistics. The research and analyzes results collected as material for innovative dictionary of new words and phraseological units (2016-2018) showed, that Ukrainian language integrates itself into the world global process, enriches itself with new lexemes thanks to the English Language, has great psycholinguistic influence from the side of active political processes and connected with the innovations development. The results of the data analysis indicate that the ratio of the new idioms to the new vocabulary in the media in Ukrainian points to the pragmatic specificity of the phraseological resources of the Ukrainian language in the twenty-first century. Comparing the corpus media phraseology in 2016 and 2017, it can be concluded that aphoristic quotations of politicians occupy a substantial place among the new phraseologisms (30% and 32% respectively), advertising slogans, including political ones (25% and 23%), calqued phraseologisms (mainly from the English language) (12% and 9%), new clichés and stamps (8% and 9%), terminological neologisms (10% and 12%), and semantically transformed phraseologisms (15%).
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Lynch, Meghan, and Greg Yerashotis. "Sporting chancers: Three Canadian corporations’ representations of sport-for-youth-development." International Review for the Sociology of Sport 54, no. 6 (2017): 666–90. http://dx.doi.org/10.1177/1012690217734543.
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In this article, we conducted a critical discourse analysis of three Canadian corporations that used sport-for-youth-development (SYD) to fulfill part of their corporate social responsibility (CSR). Although the use of SYD has become an increasingly larger component of corporations’ CSR, there is a dearth of scholarship examining advertising texts produced by corporations, particularly by corporations other than Nike. This article directly addresses this lack, contributing to the growing body of critical examinations of corporate presentations of SYD in the Canadian context. We examined four televised commercials to describe the discursive strategies used by the corporations to authorize a particular notion of SYD. Specifically, we examined how the semiotic choices in the commercials signified key discourses related to SYD and how these elements were used to attempt to educate viewers on specific truths about childhood and youth sport. We were also interested in the underlying assumptions of these constructions and the power relationships underpinning them. Analysis of the three corporations’ texts revealed stark contradictions, difficulties, and tensions in their uses of SYD in televised commercials. We found that although the commercials presented some positive constructions of SYD, we argue that they predominantly produce and rely on several dominant discourses about youth sport, including: sport is a place of universal inclusivity, and sport has inherently “magical” qualities capable of providing all young people with contexts for positive youth development. We further argue that these CSR campaigns mirror the values of Canadian nationalism and construct SYD in a limited individualistic, consumerist manner that closely aligns with the ideologies of neoliberalism. These findings are important for researchers, educators, and SYD program developers, and we encourage other researchers to examine SYD in corporations’ CSR campaigns.
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Baranov, Anatolii N., and Pavel B. Parshin. "Propaganda as a Category in Forensic Text Analysis." Theory and Practice of Forensic Science 12, no. 2 (2017): 53–65. http://dx.doi.org/10.30764/1819-2785-2017-12-2-53-65.
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The category of propaganda is considered in the paper as a linguistically definable notion. It is demonstrated that being a legal term, this category is significantly influenced by the semantics of the word propaganda as a unit of the Russian literary language. Presented is an analysis of various definitions of propaganda in their historical evolution, from the earliest record of the word in Russian dictionaries to modern lexicographic definitions. Polysemy of the lexical unit “propaganda” is analyzed. Special focus is placed on differentiation of propaganda from other forms of persuasive communication, particularly from advertising, including its political variety. Analysis of the meaning and use of the word propaganda is proposed as a way to objectivize the intuitive labeling of various statements as propagandistic. Our analysis resulted in a list of key properties of propagandistic discourse to be taken into account in the investigation of suspected propaganda of extremism and terrorism, namely, the existence of: (1) a subject of propaganda; (2) an addressee of propaganda, (3) a set of relatively simple and consistent points (describing the desired state of affairs) and supporting arguments; (4) opposing evaluations of the desired situation and its negative alternatives; (5) recurrent and persistent realization of the aforementioned set of points or its fragments in the discourse, with identical of slightly modified argumentation; (6) multiple texts produced within a certain period of time (i.e. the period of a propagandistic campaign); and (7) a practical possibility for disseminating information among multiple people (addressees).
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Tejedor Martínez, Cristina. "The influence of the English language on the description of cosmetic products." Revista Alicantina de Estudios Ingleses, no. 30 (December 15, 2017): 303. http://dx.doi.org/10.14198/raei.2017.30.11.
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The influence of English as an international language has increased in many areas, from scientific, technological, economic and political fields to cinema, music and advertising. The use of English as a global language has exerted an enormous pressure over languages, especially on the lexical level. Since the second half of the 20th century, many works have already dealt with Anglicisms in Spanish (most cases of recent borrowings) in various fields, including fashion (Balteiro and Campos, 2012) and television cosmetics commercials (Rodríguez Medina, 2016a), but the study of descriptions provided by the brands for their cosmetic products has received less attention in Spanish. This paper provides an analysis of facial cosmetics descriptions selected from a corpus collected in 2016 from four Spanish cosmetic brands. Language creativity exploiting both the use of English borrowings and the influence of the English language in some orthographical patterns related to word-formation processes in Spanish in this genre will be discussed. The proportion of the influence of the English language on this kind of texts may be an important factor in determining its socio-psychological effect on the target public; besides, the quantitative results will be compared with those obtained in our previous studies in the fields of tourism and computing. A qualitative analysis of a selection of examples from our corpus will be offered. The present study intends to illustrate the influence of the English language on the information consumers can read about cosmetic products.
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Maingueneau, Dominique. "Qualifying Adjectives and Saturation by Ethos." Kalbotyra 74 (September 15, 2021): 124–40. http://dx.doi.org/10.15388/kalbotyra.2021.74.7.
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Since the end of the 1990s, research on discursive ethos – the image of the speaker which is projected by his or her utterance – has been very active in discourse analysis. It contributes to a better understanding of how an enunciation can attract the support of addressees. But in general, this research 1) focuses on isolated texts or individual speakers, not on discursive formations, 2) does not take into account the lexicon when it does not have clear ideological content. On the contrary, this article deals with the role played by some French polysemous adjectives (simple, doux, clair) to make the incorporation (Maingueneau 1999) of readers or listeners possible, to make them adhere to the universe of meaning that is proposed to them. This point of view is first illustrated by the study of an advertising text, before being applied to large discursive formations: a religious movement (“devout humanism”) of the first half of the 17th century; and, in the political field, two antagonistic positions in France under the French Third Republic (1870–1940): the handbooks of Republican School and the monarchist movement “l’Action Française”. We are led to conclude that adjectives, by their polysemy, “saturate discourse.” Through ethos, discourse does not only persuade by the ideas it delivers: it also sets the addressee in a speech scene that partakes of the semantic characteristics of the ideological universe that discourse aims to promote.
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Correa Madrid, María Camila, Isabel Cristina Carmona Garcés, and Laura Inés González Zapata. "Abordaje periodístico de la obesidad en la prensa colombiana durante los años 2008 – 2013." Universidad y Salud 18, no. 3 (2016): 566. http://dx.doi.org/10.22267/rus.161803.62.
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Introducción: Una de las funciones de los medios de comunicación masiva es movilizar la sociedad y la agenda política en torno a problemáticas públicas como por ejemplo la obesidad. Objetivo: Describir el abordaje dado al tema obesidad en dos periódicos colombianos durante los años 2008-2013. Materiales y metodos: Estudio transversal, se seleccionaron 163 noticias, 48 del periódico El Espectador y 115 de El Colombiano. Se realizó análisis deductivo, posteriormente el análisis descriptivo mediante pruebas X2 para establecer la relación entre las variables. α=0,05. SPSS v.18. Resultados: Se evidenció un aumento gradual de las noticias relacionadas con la obesidad en el periodo estudiado. Las fuentes de información más consultadas para construir las noticias fueron científicas-académicas (42,3%). Se encontró asociación entre los artículos que tratan la magnitud de la obesidad, sus estrategias para afrontarla y cuando se empleó como fuente a los políticos (p<0.05). En la población infantil, los temas publicidad (16,4%) y comidas rápidas (26,9%) tuvieron una mayor cobertura (p<0.05). Conclusión: La cobertura del tema obesidad creció en Colombia, al mismo tiempo que se empezaron a implementar estrategias para su prevención y control. Esta situación puede favorecer la movilización pública y política frente a nuevas estrategias que propendan por la solución de esta problemática.AbstractIntroduction: One of the functions of the mass media is to mobilize society and the political agenda around public issues such as obesity. Objective: To describe the approach given to obesity in two Colombian newspapers during the years 2008-2013. Materials and methods: A cross-sectional study was conducted were 163 news were selected from two newspapers; 48 from El Espectador newspaper and 115 from El Colombiano. First a deductive analysis of the news was performed and then a descriptive analysis using X2 tests to establish the relationship between the variables. α<0.05. SPSS v.18. Results: An increase in obesity-related news was found. The sources of information most frequently consulted to build the news were scientific-academic ones (42.3%). It was found an association between the articles dealing with the magnitude of the obesity, the strategies to confront it and when it was used a politician source (p <0.05). In the pediatric population, issues related with advertising (16.4%) and fast food (26.9%) had greater coverage (p <0.05). Conclusion: The mass media news related with obesity increased in Colombia, at the same time the implementation of strategies for prevention and control of this disease started. This situation can foster public and political mobilization that promote new strategies that contribute to the solution of the obesity problem.
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Ushchapovska, Iryna, and Olga Markova. "Linguistic and pragmatic parameters of the phenomenon of patriotism in the formation of a national brand (a case study of the language of contemporary media)." Fìlologìčnì traktati 12, no. 1 (2020): 126–33. http://dx.doi.org/10.21272/ftrk.2020.12(1)-13.
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The message of national identity is delivered in different types of discourse - political, economic, the discourse of show business and sport, advertising, tourism discourse, and more. The article describes the way the linguistic and pragmatic parameters of the phenomenon of patriotism form messages of national identity in the newspaper discourse, since with the increasing globalization of the communicative space, the types of communication aimed at manifesting national identity, namely, national branding, gain special significance. Providing conditions for the development of a national brand of any country is extremely relevant in view of integration and civilization processes, social, economic and geopolitical situation, and mass media propaganda. Cultural symbols, which are mental-cognitive units focused on a certain idea of the country and represent the typical reality, a typical phenomenon or a characteristic feature of civil life, play an important role in messaging the national identity. A cultural symbol may be expressed by a keyword denoting a cultural-labeled concept, stereotype, or a precedent. The phenomenon of patriotism, which is formed upon the higher feelings, is the basic axiological dominance of society, although the modern rethinking of value associations has led to the formation of changes in the concept of patriotism: noticeable tangible adjustments have been made by historical and social conditions over time. Patriotism is based on the emotional aspect of the nation-state outlook. Linguistic and pragmatic aspects of the phenomenon of patriotism in English-language newspaper texts reveal informative, evaluative, and instructive functions. Being formed under the influence of traditions, life experience, the system of values of the country they create prerequisites for the attitude of a person to his compatriots, the country, and the whole world.
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Sederevičiūtė-Pačiauskienė, Živilė, Gintarė Adomaitytė, Viktorija Žilinskaitė-Vytienė, Vida Navickienė, and Ilona Valantinaitė. "COMMUNICATION OF CREATIVENESS IN BUSINESS MEDIA." Creativity Studies 11, no. 1 (2018): 201–12. http://dx.doi.org/10.3846/cs.2018.3450.
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Creativity has been traditionally associated and even identified with artistry. However, it is being perceived as an impetus for the development of leadership and technologies innovation, and is characteristic of activities that for long have not been recognized creative. The current article presents results of the quantitative content analysis of the Business News (in Lithuanian Verslo žinios) daily business newspaper of Lithuania. The instances of the creativity concept and its synonyms use, i.e. novelty, modernity and originality, in the Lithuanian daily newspaper texts, published in 1994–2017, were calculated. The context in which these words were mentioned has been analyzed. The research results demonstrate the consistent increase in the use of the creativity concept and the related notions in texts from the chosen period. At the beginning of the period under examination, the analyzed concepts were employed in the fields traditionally related to creation and arts, such as fine arts, fashion, interior design, and advertising. Later, these concepts have entered the fields of civil engineering and information technology, i.e. the fields that had been based on knowledge and skills. Moreover, creativity notions have been used to describe inter-sectoral areas that are often initiated by project based activities. Creativity has linked entrepreneurship, information technology, innovations, and culture, and has gradually become important in texts, describing politics, education and science. The fields that had traditionally been perceived creative, have now been transformed and changed the concept of creativity, expanding the diversity of creative activities by merging them. It was found that the importance of the perception of creativity in the society, analyzed through the media content, changed in 2003, 2007, and 2014, when creativity became crucial not only in activities traditionally related with arts, but also in business, leadership, information technology, and technology sectors, and has promoted interdisciplinarity, collaboration among sectors, as well as the pursuit of novelty, utility, and applicability. Santrauka Viena vertus, kūrybiškumas tradiciškai siejamas ar netgi tapatinamas su meniškumu, kita vertus, suvokiamas kaip inovacijų, lyderystės, technologijų raidos stimulas, būdingas veiklos rūšims, ilgą laiką nesuvoktoms kaip kūrybiškoms. Straipsnyje pateikiami verslo dienraščio kiekybinės turinio analizės rezultatai. 1994–2017 metų Lietuvos dienraščio tekstuose buvo suskaičiuotos kūrybiškumo sąvokos ir jo sinonimai – naujumas, modernumas ir originalumas. Lietuviškas dienraštis Verslo žinios buvo pasirinktas medijų turinio analizei, kiekviename jo numeryje buvo suskaičiuotos visos kūrybiškumo ir jo sinonimų sąvokos. Tyrimo rezultatai rodo nuoseklų kūrybiškumo ir su juo susijusių sąvokų vartojimo augimą tekstuose visu tiriamuoju laikotarpiu. Laikotarpio pradžioje sąvokos buvo vartojamos tik su kūryba ir menu tradiciškai siejamose srityse, tokiose kaip dailė, mada, interjeras, reklama. Vėliau sąvokų vartojimas paplito srityse, kuriose anksčiau reikėjo tik žinių ir įgūdžių – statyboje, informacijos technologijose. Kūrybiškumas pradėtas įžvelgti aprašant tarpsektorines sritis, kurios neretai startavo pasitelkiant projektinę veiklą. Kūrybiškumas susiejo verslumą, informacijos technologijas, inovacijas ir kultūrą. Palaipsniui kūrybiškumas tapo svarbus politiką, švietimą ir mokslą aprašančiuose tekstuose. Sritys, kurios tradiciškai buvo suvokiamos kaip kūrybiškos, ėmė transformuotis, keisdamos ne tik kūrybiškumo sampratą, bet ir didindamos kūrybiškos veiklos rūšių spektrą bei jų susivienijimą / suliejimą tarpusavyje. Kūrybiškumo svarbos visuomenėje suvokimas, analizuotas per medijų turinį, pakito 2003, 2007 ir 2014 metais, kūrybiškumui tampant esminiu ne tik tradiciškai su menu siejamoje veikloje, bet ir versle, lyderystėje, informacijos ir kitų technologijų srityse, skatinant tarpdiscipliniškumą, tarpsektorinį bendradarbiavimą bei naujumo, naudingumo ir pritaikomumo siekimą.
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Pomnikova, A. Yu. "FAMILY STORIES IN DIFFERENT TYPES OF DISCOURSE." Vestnik of Minin University 7, no. 1 (2019): 9. http://dx.doi.org/10.26795/2307-1281-2019-7-1-9.
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Introduction: the last decades are characterized by a rising tide of interest of Russian citizens for the history of their families. The main form of its existence are family stories - both about the present of the family and its subjects, and about their past. These stories become natural part of our communicative space, no matter which type of activity and what social roles we are involved in. Materials and methods: the study was conducted on the material of texts - both oral and written, - containing information about addresser’s family. The main methods included the method of communicative behavior observation, the method of studying the forms and types of representation of family stories in different types of conversation, the method of analyzing and the method of generalization. Results: the purpose of this article was to analyze various types of discourse in order to identify the presence/absence of family stories in each of them, and to determine the role of such stories in various spheres of our life. Having considered interpersonal and several types of institutional discourse (scientific, popular scientific, political, medical, pedagogical and advertising), we examined how each of them presents family stories, for what purpose subjects use this kind of stories in each of the analyzed types of discourse and which aspects of family history are most relevant in each case. As a result of the study, it was determined that family stories play a significant role in our communication in each of the analyzed types of discourse, but in each of them they are used with a specific purpose. Discussion and conclusion: if we consider everything we know about our family as a family history (that consists of many separate, private family stories), then we can conclude that it flows into all spheres of our life. Our family history is penetrated by different types of discourse in which we participate, and, being included in our communication, is preserved in it.
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Valentinavičius, Vytautas. "The Influence of Business and Government Structures on the Autonomy of Lithuanian Online Media." Žurnalistikos Tyrimai 10 (May 22, 2017): 52–70. http://dx.doi.org/10.15388/zt/jr.2016.10.10698.
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This article is aimed at presenting a complex approach to the media autonomy concept, with particular focus on the most real aspects of journalistic activity and the factors affecting them. The paper actualizes the notion of media and professional autonomy, introduces the Western tradition of journalistic culture and considers the decisions being made and how they affect professional independence in Lithuanian newsrooms. The practical research part of this piece mostly focuses on newsrooms operating online. Based on the findings of the research conducted on the relationships of business and government structures with the media, and the data of the survey of editors and journalists, it can be stated that several factors affect the autonomy of newsrooms and journalists of Lithuanian internet portals: 1) the owners of a media outlet; 2) the political and business interests of the owners; 3) an absence of ethical norms, such as documents regulating professional activities; 4) an absence of mechanisms for feedback and resolution of conflicts of interests; 5) a lack of transparency and impartiality in internet portals; 6) political and business interests; 7) the hierarchical structure of an editorial office. An analysis of the information about owners and documents published in internet portals revealed that the editorial offices either do not provide any information about the shareholders (owners) altogether or this information is provided to the general public in a laconic and sleek manner. Regardless of the fact that some of the portals provide information that shareholders do not interfere with the work of the editorial office, none of them referred to a mechanism for dissociating the editorial office from the interests of the owners (shareholders). The portals do not provide information about the mechanisms for resolving conflicts (between the readers and the newsroom) operated in the newsrooms. Moreover, there is no information on how the conflicts of editors and journalists pertaining to professional ethics are resolved. The majority of newsrooms (except for Delfi.lt) do not familiarize readers with their work culture. The survey of the journalists and editors of internet media outlets revealed that the newsrooms are not sufficiently autonomous – the majority of those surveyed do not think they work in autonomous newsrooms. The lack of autonomy of newsrooms of the internet portals was also corroborated by the fact that there are topics avoided by journalists and editors alike. Generally, they are associated with competitors, politicians or business structures, advertising customers and the interests of owners. It can be assumed, based on the corpus of the replies given by editors and journalists, that a strong hierarchical structure prevails in editorial offices influencing the individual autonomy of journalists. The overall analysis of the journalist replies shows that the journalists do not complete the texts themselves (texts are corrected; titles are changed). Although the corrections are coordinated with the journalists, the editors make the final decision concerning them. Moreover, the lack of professional autonomy of the journalists is also shown by the fact that journalists are commissioned to write articles, whereas certain articles are removed from the internet space.
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Svankulov, A. "USE OF LINGUISTIC KNOWLEDGE IN FORENSIC EXPERTISE. COMPARATIVE ANALYSIS." Criminalistics and Forensics, no. 64 (May 7, 2019): 435–41. http://dx.doi.org/10.33994/kndise.2019.64.38.
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The article describes the use of linguistic and psychological knowledge in the forensic expert activity of the Republic of Kazakhstan as an independent form of complex psychological and philological research where experts who obtained knowledge in the field of psychology and philology take part. During the implementation of this type of research, research methods have been developed that are included in the State Register of Methods of Forensic Research of the Republic of Kazakhstan. In addition, the article states that further development of this area in forensic expert activities will contribute to the formation of a new type of research – Forensic Religious Expertise. The direct application of linguistic knowledge in conducting forensic expertises is subdivided into five areas, such as: expert examination of real works on charges of extremist activity, as well as on charges of violating racial, religious, national and social hate and hostility, linguistic examination of advertising texts and treaties, linguistic expert examination of trademarks, verbal study of crimes related to the propaganda of extremism and terrorism, in the investigation of corruption crimes, fraud, extortion. The article also shows the connection of the linguistic expertise with other types, for example, with a judicial video phonography examination, in case of the need for identification of the speaker by verbal speech on the phonogram under study, during the author’s examination for the authorship of the text, in the psychological and forensic expertise – for the solution of question of the learned speeches of the suspect, other persons during the interrogation, other investigative actions. The author presents the results of a comparative analysis of the use of linguistic knowledge abroad, in particular, in the UK. Its peculiarity is that linguistic research is carried out at scientific educational centers of the humanitarian orientation. The following directions in linguistic studies conducted in this country are considered: a) forensic authore-identification, the essence of which is the determining the authorship of oral or written text, individual characteristics of the author (age, way of life, religious and political views, nationality, gender, profession, etc., b) forensic phonetics which involves the use of phonetics and phonology – sections of linguistics, c) forensic stylistics aimed at solving issues related to the plagiarism of the semantic content of the texts, while the author states that in Kazakhstan the decision on this issue is assigned to the competence of authore-identification examination, d) discourse analysis as the most promising type of research at present, is connected with research of written, verbal text in combination with non-verbal means of communication (gestures, facial expressions). Key words: legal linguistics, discourse, psychological and philological examination, forensic authore-identification, products of speech activity, linguistic research, psychological research.
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de San Eugenio Vela, Jordi, Joan Nogué, and Robert Govers. "Visual landscape as a key element of place branding." Journal of Place Management and Development 10, no. 1 (2017): 23–44. http://dx.doi.org/10.1108/jpmd-09-2016-0060.
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Purpose The purpose of this paper is to propose an initial, exploratory and tentative theoretical construct related to the current consumption of landscape as a key symbolic and physical element in territorial representation and evocation, and for the deployment of place branding strategy. It constructs a line of argument to support what shall be referred to as “landscape branding”, that is, the paradigmatic role of landscape in place branding. It is, therefore, of interest to define the value of landscape as a social and cultural construction, which is why the paper awards importance to the specific analysis of their capacity for visual and/or aesthetic evocation within the context of a general branding strategy for geographical spaces. Design/methodology/approach To develop a sufficient proposal for sustaining “a theory of landscape branding”, the paper deploys a meta-analysis, that is, an extensive review and interpretation of the literature related to visual landscape and place branding, to propose a tentative initial approach to landscape-infused place branding theory. Findings The relationship existing between landscape images and texts and their possible situating and subsequent interpreting within the context of the political, cultural and economic logics of contemporary society give rise to a renewed analytical framework for cultural geographies (Wylie, 2007). At this point, place branding becomes a recurring argument for the consumption of carefully staged places, representing, to use Scott’s terms (2014), the arrival of a cognitive-cultural capitalism characteristic of post-Fordism. Practical implications From a practical perspective, the landscape branding approach provides several benefits. First of all, regardless of the fact that many commentators have argued that logos, slogans and advertising campaigns are relatively ineffective in place branding, practitioners still seem to be focussed on these visual design and advertising tools. The landscape branding approach facilitates an identity-focussed perspective that reconfirms the importance of linking reality with perception and hence reinforces the need to link place branding to policy-making, infrastructure and events. Social implications Landscapes’ imageability facilitates visual storytelling and the creation of attractive symbolic actions (e.g. outdoor events/arts in attractive landscape and augmented reality or landscaping itself). This is the type of imaginative content that people easily share in social media. And, of course, landscape branding reiterated the importance of experience. If policymakers and publics alike understand this considerable symbolic value of landscape, it might convince them to preserve it and, hence, contribute to sustainability and quality of life. Originality/value The novelty lies not in the familiar use of visual landscape resources to promote places, but in the carefully orchestrated construction of gazes, angles, representations, narratives and interpretations characteristic of geographic space, which somehow hijack the spontaneous gaze to take it to a certain place. Everything is perfectly premeditated. According to this, the visual landscape represents a critical point as a way of seeing the essence of places through a place branding strategy. In this sense, that place branding which finds in visual landscape a definitive argument for the projection of aspirational places imposes a new “way of seeing” places and landscape based on a highly visual story with which to make a particular place desirable, not only for tourism promotion purposes but also with the intention of capturing talent, infrastructures and investment, among other objectives.