Relevant bibliographies by topics / Advertising slogan

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Academic literature on the topic 'Advertising slogan'

Author: Grafiati
Published: 4 June 2021
Last updated: 29 May 2022

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Journal articles on the topic "Advertising slogan"

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Savchenko, L., S. Tovkach, A. Shilina, N. Yablonovskaya, O. Subbotina, D. Burkaltseva, Sh Niyazbekova, and Е. Vovk. "STATUS AND CLASSIFICATIONS OF SLOGANES IN ADVERTISING COMMUNICATION." BULLETIN 2, no. 390 (April 15, 2021): 146–53. http://dx.doi.org/10.32014/2021.2518-1467.63.

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An advertising slogan is a special genre of advertising text that acts as a connecting link in the entire advertising campaign. In addition, slogans also perform a number of other functions, being the most important unit of advertising communication, they influence the recipients of information, affect their emotions and behavior. The relevance of the topic is due to the increased interest in the rapidly developing language of advertising. The article is devoted to general issues of the functioning of an advertising slogan in the structure of advertising activities, classification of slogans in advertising communication. Research methods are determined by the goals and objectives of the work. In a complex linguistic analysis, the following general scientific theoretical methods are used: the continuous sampling method, the descriptive-analytical method, the comparative-comparative method. The theoretical significance of this study lies in the expansion, deepening and systematization of theoretical information about the concept of an advertising slogan. The scientific and practical significance of the work lies in the fact that the materials of the study can be used in theoretical courses on advertising in the study of intercultural communication. Results. The totality of the typological characteristics of the slogan distinguishes it from the background of other verbal units of advertising appeal. These are laconicism and imagery of form, expressiveness, focus on dialogue with the addressee. The slogan of a product that is just entering the market must contain the brand name. This will allow the consumer to be remembered faster. Having analyzed the functions and typological characteristics of the slogan, we came to the conclusion that the slogan is a key autonomous element of the advertising message and can be used both in the context of advertising, being its component, and separately, having semantic, structural, compositional features. The slogan can act as a linguistic unit, independent of other elements of the advertising text, expressing the essence of the advertising campaign, the company's image, the dominant idea. Thus, the changes caused by extralinguistic factors inevitably lead to the creation of new advertising images, which in turn requires a qualitative transformation of the nature of the advertising text and the emergence of new advertising slogans.
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Atmaja, Karta. "Internet Analysis of Figurative Language in Automotive Advertisement Slogans." Journal of Pragmatics Research 4, no. 1 (February 1, 2022): 18–28. http://dx.doi.org/10.18326/jopr.v4i1.18-28.

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This study aims to figure out what figurative language was utilized in the slogan and assess what that figurative language means in context. The data for this study came from advertising on the internet. The data were analyzed using descriptive qualitative research methods. Qualitative research methods focus on features of a problem's in-depth understanding. This study collects, analyzes, and interprets data through data gathering techniques such as observation and document analysis. In this study, the researcher analyzed twenty-two automotive brand slogans. It showed that there were three slogans using Personification, two slogans using Metaphor, seven slogans using Hyperbole, three slogans using Metonymy, one slogan using Simile, one slogan using Litotes, one slogan using Paradox, one slogan using Synecdoche, and one slogan using Symbols. From these results, it can be concluded that the most widely used figurative languages in the automotive advertising slogans studied are Hyperbole, Personification, and Metonymy. Keywords: Figurative Language, Analyzes, Automotive, Slogan
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Pick, David F., John Sweeney, and Jennifer A. Clay. "Creative Advertising and the von Restorff Effect." Psychological Reports 69, no. 3 (December 1991): 923–26. http://dx.doi.org/10.2466/pr0.1991.69.3.923.

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22 men and 38 women in an undergraduate psychology class ( M age 19.25 yr.) served in an experiment designed to assess whether a von Restorff effect for advertising slogans could be obtained in an incidental learning situation. The control group rated lists of nine ordinary slogans. The experimental groups rated equal-length lists with a distinctive slogan in the middle of the list. One experimental group rated a slogan considered distinctive because it was of high quality, the other experimental group rated a distinctive slogan considered to be clearly substandard. No mention was made of a test of memory until the rating task and a subsequent distractor task were completed. A significant von Restorff effect was obtained with the high-quality slogan but not with the substandard slogan. A significant relationship between subjects' ratings of slogan distinctiveness and recall was observed.
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Skorupa, Pavel, and Tatjana Dubovičienė. "Linguistic Characteristics of Commercial and Social Advertising Slogans." Coactivity: Philology, Educology 23, no. 2 (December 28, 2015): 108–18. http://dx.doi.org/10.3846/cpe.2015.275.

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The current paper presents the analysis of linguistic characteristics of commercial and social advertising slogans. There is no uniform definition of the advertising slogan in the scientific literature, therefore, an attempt to provide the definition of a slogan in the context of marketing communication was made. One of the main functions of both social and commercial advertising is to provide information to the target audience and make it act in a way desired by the advertisers. As language, either spoken or written, has a powerful influence over people and their behaviour, the article analysis the language of advertising from the linguistic point of view and focuses on the phonological and semantic characteristics of slogans for commercial and social advertising campaigns. The analysis of 110 English slogans (55 commercial and 55 social advertising campaigns) showed the frequent use of both sound techniques and figurative language in commercial advertising slogans, which make the slogans more memorable, attractive and highlighting the advertised brand in a positive way. In contrast, the sound techniques and figurative language are scarce in slogans for social advertising campaigns.
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Skripnik, Kseniya, Anna Gerasimova, Irina Belyaeva, and Ekaterina Kovsh. "Modal characteristics of advertising slogans in English and Chinese." E3S Web of Conferences 284 (2021): 08003. http://dx.doi.org/10.1051/e3sconf/202128408003.

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The present work explores the modal architectonics of the advertising slogan as a type of microtext in English and Chinese. The authors attempted to describe the basic markers of the text category of modality. According to this data we could carry out the linguistic analysis of the selected language material. The main language models of English and Chinese advertising slogans are revealed, such as: slogan-axiom, slogan-commissive, slogan-directive, slogan-interrogative and slogan-qualitative. As the result of the study, we have revealed and distinguished a list of invariant features such as: modal determination, one-system modal construction, monomodality, heterogeneity of language means. They are used to construct a text category of modality in this type of the microtext in the English and Chinese languages, in general, and for each language model, in particular.
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Safavi, Sarvenaz. "Bühler’s organon model of communication: a semiotic analysis of advertising slogans." Semiotica 2021, no. 242 (August 6, 2021): 229–39. http://dx.doi.org/10.1515/sem-2018-0028.

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Abstract This article investigates the member units of sign systems used in contemporary Iranian advertising slogans according to the Organon Model introduced by Karl Bühler. In dealing with this subject, the writer introduces Bühler’s Organon Model and provides a short definition of the term advertising slogan. The next part of this article shows the three types of conative functions with regard to such slogans. The corpus of this study is the slogan of a hundred contemporary Iranian advertising messages used in Iranian markets which have not been studied from a semiotic perspective. The result of this research shows the tendencies of Iranian advertising messages to lean towards the descriptive type of conative function.
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Hornikx, Jos, Marianne Starren, and Bart van Heur. "Frans In Nederlandse Advertenties." Toegepaste Taalwetenschap in Artikelen 71 (January 1, 2004): 61–68. http://dx.doi.org/10.1075/ttwia.71.06hor.

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Foreign languages can be employed in advertising to draw attention to the persuasive message. Such a foreign language may be effective because of the symbolic value that it represents, such as attractiveness or beauty. In that case, the comprehension of the foreign language is not important; it functions purely as a symbol. This study examined whether the appreciation of French slogans was affected by their comprehension. The participants (N=120) judged three slogans that were pretested as difficult to understand, and three slogans that were pretested as easy to comprehend. The slogans were presented in advertisements of six different cars of three different French car brands. The literal meaning of the slogans appeared to be important. The slogans that were well understood were more appreciated than those that were difficult to understand. At the same time, French proved to have a symbolic value: participants preferred the French slogan to the Dutch slogan if the slogan was understood. Future research could focus on the exact symbolic meaning of French in Dutch advertising.
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Ельцова, М., M. Eltsova, Е. Словикова, and E. Slovikova. "The Features of Interaction of Slogan With Archaic Thinking In Terms of Realization of Perceptual-Meaning Image Part." Scientific Research and Development. Modern Communication Studies 6, no. 6 (November 29, 2017): 75–80. http://dx.doi.org/10.12737/article_5a12b6ccc84792.93563415.

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The problem this article deals with is connected to interaction of slogan with the archaic thinking. According to the aims of this study, there is proven that slogan is an advertising text with all pragmatic and stylistic features of that. Therefore, slogan also possesses the synergetic discourse categories: meaningimage, emotivity, valuation, interdiscoursivity / intertextuality, tensity, and tension. Slogan can attract attention and stick to one’s memory but it is not vouched that the recipient of this slogan will make his choice in favor to the ware advertised. Therefore, the features of archaic thinking are stated briefly because the study investigates main linguistic means appealing to perceptual-meaningimage part of archaic thinking. The study contains complex linguistic analysis of slogans in terms of realization of perceptual-meaningimage part in them. While analyzing the lexical part of slogans from our corpus we have discovered three main ways of actualizing the meaningimage category.
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Gridina, Tatiana A., and Nadezhda I. Konovalova. "The Method of Probabilistic Forecasting as a Tool of the Psycholinguistic Analysis of a Creolised Text: The Perception of Social Advertising Codes." Izvestia of the Ural federal university. Series 2. Humanities and Arts 24, no. 1 (2022): 253–65. http://dx.doi.org/10.15826/izv2.2022.24.1.017.

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This article verifies the congruence of the verbal and nonverbal codes of social advertising in terms of the expression of the transmitted idea, which makes it possible to adequately restore the lacunarised text (with the slogan excluded while preserving the visual sequence). It is proved that in the process of interpretation of the general idea of the restored advertising slogan, both universal and nationally specific aspects of the verbal embodiment of the perceptual image represented by the nonverbal component are revealed. The authors single out factors contributing to the perception of the meanings of social advertising: the commonality of value presuppositions, the linguo-pragmatic orientation of the advertising text (the significance of information for the addressee), the suggestive nature of the polymodal complex (the emotional power of the visual series and its auditory accompaniment in the form of music and voice in the video advertising). The article characterises strategies for filling text gaps, i.e. stereotypical (using ready-made verbal clichés, including common advertising slogans of a typical syntactic structure) and creative (using word-making innovations, metaphors, figurative comparisons, phraseological precedents, quotes, and figures of expressive syntax). A special aspect of the analysis of the experimental material is the national and cultural specificity of the associative thinking of the respondents: the Russian-speaking participants of the experiment — when perceiving Chinese advertising, and the Chinese participants of the experiment — when translating the content of the restored slogan of Chinese advertising into Russian.
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Strutton, David, and Widyarso Roswinanto. "Can vague brand slogans promote desirable consumer responses?" Journal of Product & Brand Management 23, no. 4/5 (August 18, 2014): 282–94. http://dx.doi.org/10.1108/jpbm-02-2014-0507.

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Purpose – This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses. Design/methodology/approach – A content analysis study was conducted to explore the pattern of vagueness in advertising slogans from 1,441 consumer-oriented brands. Based on the resultant delineation/definition of vagueness, two experimental studies followed. Vignette advertising slogans were manipulated to achieve different level of vagueness. The initial 2 × 2 factorial between subjects design engaged vagueness level of brand slogans and consumers’ need for cognition as factors. Brand recall functioned as the dependent variable. The second experiment featured another 2 × 2 factorial design that used vagueness level and length of brand slogan as factors. Brand attitude, persuasiveness and purchase intention functioned as dependent variables. Findings – Vagueness level of advertising/branding slogans did not significantly affect brand recall. Interactions between vagueness level and length of advertisement slogans exercised significant effects on evoked thought, brand attitude and persuasiveness but not on purchase intention. At net, this study generated original theoretical and managerial insights about how and why desirable branding outcomes can be generated by managing the vagueness and word count of brand slogans, and a platform from which future research on this topic could be based. Research limitations/implications – First, the sample was limited to the southwestern USA. Second, in the slogan vignettes that were used, other cues were deliberately eliminated. A brand slogan essentially devoid of other cues may have been perceived as less realistic by respondents, thus reducing the relevance of their responses. However, a similar tradeoff always exists between more realistic states and controlled conditions. Practical implications – This study produces original theoretical and managerial insights about how and why several desirable branding outcomes are likely to result when vague, rather than precise, advertising slogans are deployed under certain manageable conditions. Each insight just referenced ensues from a study that itself was grounded in an extensive content analysis of contemporary print advertising slogans. This content analysis generated a substantial amount of practical and actionable insight about the treatment and use and management of slogans. This study demonstrates that the vagueness, precision and/or word count of slogans can be manipulated in ways that yield three communication outcomes that redound directly to the marketing interests of brand and advertising managers. Originality/value – The findings provide unique insight into how vagueness level of advertising slogans can be managed and how such a level can affect consumers’ perceptions.
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Dissertations / Theses on the topic "Advertising slogan"

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Brasil, Luciana Floriano. "O slogan e suas múltiplas dimensões na publicidade." Pontifícia Universidade Católica de São Paulo, 2009. https://tede2.pucsp.br/handle/handle/14557.

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Made available in DSpace on 2016-04-28T19:34:34Z (GMT). No. of bitstreams: 1 Luciana Floriano Brasil.pdf: 1837540 bytes, checksum: fdf7760c76cc9959c88928ef8fafcfc5 (MD5) Previous issue date: 2009-04-23
This work focuses on slogans and their multiple dimensions in publicity with a view to understanding their configuration, their relation with catchphrases and the way that they are used in the creation of a hegemonic speech, which reproduces social practice so as to manipulate the imaginary, consolidate the power of the product and encourage consumption. In our analysis, we chose two advertising posters of the beer companies Antarctica and Skol, photographed in July, 2008 at bars in the south of the city of São Paulo. Despite promoting the same product, these advertisements use different mechanisms to attract their target public and make for rapid identification of their brand. We use two study areas as theoretical reference. First, Social Theory of Speech - which considers language as a social component describes, analyses and interprets power structures, domination and their effect on individual conduct. Second, Rhetoric, which provides support to the analysis of slogans as part of the process of persuasion. This study borrows greatly from the ideas of Norman Fairclough (1989, 2001), who views speech as action on individuals or on society, and from research into advertising slogans carried out by Olivier Reboul (1975) and Luiz Carlos Iasbeck (2002). As to Rhetoric, it too relies on the ideas of Olivier Reboul (2004) and his contribution to the understanding of advertising language within the rhetorical sphere. We have also profited from the work of various other scholars, cited throughout this work, and whose contributions also helped shape the ensuing conclusions. In the field of Social Theory of Speech, we found that slogans are never innocent statements; they incorporate values, beliefs, power relations; all in all, they reflect a discursive and social practice. In the field of Rhetoric, we found that in spite of structural similarities, slogans show peculiarities which defy categorization as catchphrases and that the rhetorical tools used intensify meaning and leave room for multiple interpretations which go beyond the mere demonstration of creativity. After all, they are responsible for all persuasive power
Este trabalho apresenta o slogan e suas múltiplas dimensões na publicidade para o entendimento da sua configuração, da sua relação com as frases de efeito e da forma de como ele é explorado para a criação de um discurso hegemônico, que reproduz a prática social para manipular o imaginário, fortalecer o poder do produto e influenciar para o consumo. Para a análise, selecionamos dois cartazes publicitários de cerveja das marcas Antarctica e Skol, fotografados no mês de junho de 2008, em bares da zona sul de São Paulo. Apesar da divulgação do mesmo produto, essas publicidades apresentam diferentes mecanismos para seduzir seu público-alvo e permitir uma rápida identificação de sua marca. Temos como referencial teórico duas áreas de estudo: a Teoria Social do Discurso, que considera o lingüístico no interior do social, descreve, analisa e interpreta estruturações de poder, dominação e os efeitos que produzem na ação individual e a Retórica, que fornece suporte para o exame dos slogans dentro do processo argumentativo. A análise fundamenta-se em Norman Fairclough (1989,2001), que entende o discurso como uma forma de ação sobre o outro e sobre o mundo, e nas pesquisas sobre o slogan publicitário realizadas por Olivier Reboul (1975) e Luiz Carlos Iasbeck (2002). No campo da Retórica, nas idéias de Perelman & Tyteca (1996) e novamente Olivier Reboul (2004), com suas contribuições para o entendimento do discurso publicitário dentro do âmbito retórico. Contamos ainda com a contribuição de muitos outros estudiosos, citados ao longo do trabalho, que serviram de embasamento para as reflexões realizadas. As análises nos conduziram às seguintes conclusões: no campo da Teoria Social do Discurso verificamos que o slogan jamais é empregado de forma ingênua. Nele estão contidos valores, crenças, relações de poder, enfim, a revelação de uma prática discursiva e social. E no plano da Retórica identificamos que, apesar da semelhança na estrutura, o slogan apresenta peculiaridades que não nos permite considerá-lo uma frase de efeito e que os mecanismos retóricos utilizados intensificam as expressões, permitem múltiplas leituras que ultrapassam a idéia de mera demonstração de criatividade, pois são, na verdade, responsáveis pela competência persuasiva
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Лоуренс, Н. В., and К. М. Вашист. "Мовна гра в англомовних рекламних слоганах." Thesis, Сумський державний університет, 2018. http://essuir.sumdu.edu.ua/handle/123456789/67206.

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Слоган — це коротке рекламне повідомлення, яке може існувати ізольовано від інших рекламних продуктів і представляє собою згорнутий зміст рекламної кампанії. “L’Oreal. Because you’re worth it!” (слоган косметичної компанії L’Oreal) [4, с. 47].
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Scro, Paige. "Slogan Word Count and the Effects on Consumer Behavior." Thesis, University of North Texas, 2017. https://digital.library.unt.edu/ark:/67531/metadc1062865/.

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Slogans can be attributed as a way in which to communicate a brand's message to its key consumer. An effectively established brand amongst targeted consumers can in turn generate profitability and ever further promote the brand. The purpose of this paper was to investigate the effectiveness of advertisements that employ vague or precise cosmetic product brand slogans among both male and female consumers. Ultimately, the end goal of marketing is to make a sale. Additionally, the purpose of this study was to determine whether or not the length of a slogan is an influential factor on the participant's motivation to purchase a cosmetic or skincare product. Data was collected through the use of survey in an online social media format, in order to test the effectiveness of different lengths of slogans for slogan recall, brand recall, brand awareness and purchase intention. Prior research and hypotheses were used to predict the concept that shorter more concise or precise slogans in this study would heighten the levels of all measured variables in the study, slogan recall, brand recall, brand awareness and purchase intention. The results of this paper conclude overall vague slogans have the potential to reach higher levels of slogan recall ability , brand recall and the intent to purchase, on the contrary shorter more precise slogans affect brand awareness at a greater level than the lengthier slogans.
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Артюх, В. В. "Лексико-семантичні особливості порівняльної реклами закладів швидкого харчування в аспекті перекладу." Master's thesis, Сумський державний університет, 2018. http://essuir.sumdu.edu.ua/handle/123456789/72150.

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У ході опрацювання теоретичного матеріалу було виявлено характерні лексичні, синтаксичні та прагматичні особливості використання вербальних елементів у рекламі заходів швидкого харчування. Прагматична спрямованість передбачає не тільки відбір необхідних фактів, але й подання їх у певному ракурсі, тобто обумовлює характер мовних засобів та композицію, а саме лексичні та синтаксичні особливості. Серед лексичних особливостей рекламних текстів найширшого використання набув прийом розмовного або нелітературного написання. Даний прийом використовується для передачі нестандартних діалектів та ідіолектів, щоб створити враження неписьменності або розумових вад розвитку. До інших лексичних особливостей належать прийоми телескопії, запозичення, сленгу та каламбур. Впливовим чинником в індивідуалізації й ідентифікації закладів у комунікативному просторі є слогани як частини рекламних текстів закладів швидкого харчування. Функціонуючи як самостійне рекламне повідомлення, рекламний текст виконує функцію впливу та інформативну функцію, надає інформацію про заклад, характеризує, репрезентує його та виокремлює серед інших закладів. Рекламні тексти мають невеликий текстовий розмір, ознаки лаконічності, надмірної економії. На синтаксичному рівні рекламні тексти закладів представлені у вигляді односкладних номінативних речень, конструкцій «називний теми», звертання, питальних, окличний та спонукальних речень, інверсій, використання явних та прихованих порівнянь. Компактність даних рекламних текстів дає змогу зробити їх частиною дизайну міст: розмістити на асфальті, будівлях, міських транспортних зупинках тощо. Популяризація слоганів закладів відбувається і через транспортні засоби (автомобілі, екскурсійні та міські автобуси тощо) та за допомогою білбордів та банерів, що швидше привертає увагу реципієнта, виконує ідентифікаційну та розважальну функції.
This thesis is devoted to the description of the features of advertising texts and their translation. The research is not limited to the descriptor of the submitted texts, because their detailed study inevitably leads to consideration of problems of their creation and perception, taking into account two anthropocentres – locutionary target and locutionary source. The consideration of the human factor as a part of communicative processes is the theoretical and methodological basis of this work, along with the functional and communicative style of the text. The urgency of the study of advertising of fast food establishments is due to the orientation of modern linguistics to the study of the problem of the polysemiotic nature of communication, the synthesis of linguistic and non-native means, the ratio of verbal and nonverbal components in the communicative space, which necessitate a scientific reflection on the features of advertising facilities. The scope of comparative advertising determines the use of appropriate linguistic means in advertising texts, which complicates the process of translating an advertisement. The desire to find the most effective mechanisms for reproducing the features of advertising texts in the language of translation stimulates the interest of translators in the study of used lexical, grammatical and stylistic tools.
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Smirnova-Cotet, Tatiana. "Les slogans publicitaires dans la Russie contemporaine : analyse rhétorique et pragmatique." Thesis, Paris 4, 2015. http://www.theses.fr/2015PA040219.

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La présente thèse est dédiée à l'étude du slogan publicitaire russe moderne, son fonctionnement en tant que formule laconique et frappante dans le cadre de l'analyse du discours. Nous nous intéressons dans un premier temps à l'histoire du slogan russe, à son évolution à travers des faits linguistiques qui étaient différents suivant telle ou telle époque de l'histoire russe. Comme le but du slogan publicitaire est d'agir sur le consommateur potentiel, une grande partie de notre travail est consacrée à l'étude de l'aspect rhétorique : la classification et les champs d'application des différentes figures du discours, y compris des figures innovantes pour les slogans russes, telles que les constructions segmentées, les jeux de mots et leurs différents types, les phrases nominales, etc. Dans la dernière partie de notre thèse, nous nous focalisons sur l'aspect pragmatique et montrons le slogan dans une perspective interculturelle, en construisant une pragmatique du traduire. Nous regroupons différents procédés de transformation pragmatique nécessaires pour l'obtention d'un slogan adapté à la langue et à la culture cibles et définissons la transcréation comme processus et résultat du travail du traducteur de slogans, afin d'éviter les phénomènes d'inadéquation lexicale, sémantique, syntaxique ou culturelle
This thesis is dedicated to the study of modern advertising slogans in Russia, and its function as a laconic and striking formula in the field of discourse analysis. We focus initially on the history of Russian advertising slogan, including its evolution discussed through a comparative study of linguistic facts associated with a given period of Russian history. Since the end goal of an advertising slogan is to influence a potential consumer's buying decision, a crucial part of our study is dedicated to the analysis of the rhetoric aspect of advertizing slogans: classification and analysis of application scope of various figures of speech, including forms of slogans that are innovative for Russian advertising, for example, segmented structures, word play and its varieties, nominative phrases, etc. In the last part of our thesis we focus on pragmatic aspect and show the slogan in the frame of cross-cultural communication, by building up the concept of translation pragmatics. We gather and provide a list of different pragmatic transformation devices that are aimed to adapt the source slogan to the cultural perception of the target audience. We define transcreation as a process and a result of a translator's work and insight that permits to avoid the inadequacy phenomena on lexical, semantic, syntactic, and cultural levels
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Біх, А. Є., Дiана Василiвна Мовчан, Диана Васильевна Мовчан, and Diana Vasylivna Movchan. "Лінгвопрагматичні особливості слогана в тенденціях сучасної реклами (на матеріалі німецької мови)." Thesis, Сумський державний університет, 2016. http://essuir.sumdu.edu.ua/handle/123456789/46637.

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Кінець XX століття сформував і реконструював ментальний світ людини, яка обов'язково є членом певної соціальної групи, членом національно-лінгво-культурного співтовариства [2, 173]. Національна мовна ментальність може виявлятися не лише в особливому лексичному корпусі мови, але й репрезентуватися в активізованих сьогодні рекламних слоганах.
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Valentin, Amanda Fernanda Silva. "A onda da Brahma na Argentina: um estudo sobre o processo de inserção de um objeto na memória discursiva." Universidade de São Paulo, 2011. http://www.teses.usp.br/teses/disponiveis/8/8145/tde-01112011-100225/.

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Este trabalho que determina como corpus, fundamentalmente, três campanhas da cerveja Brahma veiculadas na Argentina nos anos de 2005, 2006 e 2007, todas elas produzidas por uma agência local analisa como esse produto é colocado, num determinado espaço de enunciação, em relação com determinados sentidos e com certos pré-construídos. O objetivo será estudar o modo como essas publicidades se submetem a determinadas inflexões numa formação social. Das duas partes que compõem esta dissertação, a primeira aborda as campanhas publicitárias de 2005 e 2006, que são colocadas em relação porque no funcionamento de suas textualidades é possível detectar um efeito de silêncio no que diz respeito à relação dessa marca com o Brasil. Já a segunda parte focaliza a campanha de 2007, na qual são encontradas marcas que podem ser interpretadas como materialização de certas antecipações que o argentino produz com relação ao Brasil ou ao brasileiro. À guisa de confirmação da eficácia do investimento realizado nessa última campanha, e da permanência e da direção dos sentidos por ela instaurados, é abordada também a campanha de 2009. Por fim, mediante o estudo de como essa marca se torna parte das condições de produção de publicidade de outras cervejas no referido espaço de enunciação, é contemplado o impacto que a inserção da Brahma, como objeto discursivo, implica no funcionamento de uma memória. O trabalho realizado nessas duas partes possibilita não apenas conhecer aspectos do funcionamento de uma outra formação social, mas também detectar como a marca Brahma habita uma fronteira produtiva na qual a relação identidade/outro é trazida à tona.
This paper analyzes how Brahma bier is recorded as a product in the discursive memory on a determined advertising space of enunciation. The corpus consists of three Brahma advertisement campaigns created by a local agency in Argentina and launched in the years 2005, 2006 and 2007. The aim is to study how those advertisements are submitted to certain inflections within a social formation. This paper is divided into two parts: in the first part, the advertisement campaigns launched in 2005 and 2006 are analyzed and compared because it is possible to verify a silence effect in the way their textualities work regarding this Brahma brand and its relation with Brazil. The second part focuses on the advertisement campaigns launched in 2007 in which some marks which can be interpreted as materializations of some Argentinean anticipations regarding Brazil and Brazilians have been found. By way of confirmation of efficacy of the investment done on the last advertisement campaign and by way of the permanence and directions of the meanings created by it, advertisement campaign launched in 2009 is also studied. Finally, by studying how Brahma brand becomes part of the advertising conditions for other biers on the above-mentioned space of enunciation, the impact of the insertion of this brand as a discursive object implying a memory is also studied. Through the researches performed in those two parts it is not only possible to see how both social formations work, but also to verify how Brahma brand occupies a productive borderline in which the identity/other relation is raised.
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Отрощенко, Лариса Степанівна, Лариса Степановна Отрощенко, and Larysa Stepanivna Otroshchenko. "Дизайн німецькомовних рекламних текстів." Thesis, Сумський державний університет, 2019. http://essuir.sumdu.edu.ua/handle/123456789/72872.

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У тезах представлено особливості побудови німецькомовних рекламних текстів. Проаналізовано структурні компоненти рекламного тексту– заголовку, основного рекламного тексту й слогану.
В тезисах представлено особенности построения немецко-язычных рекламных текстов.Проанализировано структурные компоненты рекламного текста - заголовок, основной рекламный текст и слоган.
In the abstract peculiarities of German advertising texts design have been introduced. It has been analyzed structural components of an advertising text - title, main body and slogan.
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Lee, Chang-Hoon. "Le slogan publicitaire, dynamique linguistique et vitalité sociale : la construction d'une esthétique sociale à travers la communication publicitaire." Phd thesis, Université Paul Valéry - Montpellier III, 2014. http://tel.archives-ouvertes.fr/tel-00985351.

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Éternel objet de polémique, la publicité française, comme miroir social, consolide aussi notre lien social. L'examen de son élément langagier, le slogan, peut apporter beaucoup à la sociologie. Dans la perspective d'une socialité langagière et sous la forme du jeu de langage, sa dynamique linguistique se révèle comme une nouvelle manifestation semi-consciente d'un désir de transgresser les règles et d'être ensemble. Son style et son climat reflètent finalement baroquisme et hédonisme comme air du temps. Il semble urgent que la sociologie ne dédaigne plus la publicité : peu de phénomènes sociaux sont aussi révélateurs pour dire l'esprit du temps.
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Клешньова, Д. А. "Прагматичний аспект перекладу рекламних текстів." Master's thesis, Сумський державний університет, 2020. https://essuir.sumdu.edu.ua/handle/123456789/81506.

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Мета даної роботи полягає в дослідженні та вивченні характерних особливостей перекладу рекламних тексті. Теоретичне значення: дослідження полягає в тому, що в даній роботі аналізується специфіка перекладу рекламних текстів, а також дослідити їх характерні особливості.
Цель данной работы заключается в исследовании и изучении характерных особенностей перевода рекламных тексте. Теоретическое значение: исследования заключается в том, что в данной работе анализируется специфика перевода рекламных текстов, а также исследовать их характерные особенности.
Goal of this work is to study and study the characteristic features of the translation of advertising text. Theoretical meaning: The theoretical significance of the study is that this paper analyzes the specifics of the translation of advertising texts, as well as to explore their characteristics.
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Books on the topic "Advertising slogan"

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Les mots de la publicité: L'architecture du slogan. [Paris]: Presses du CNRS, 1990.

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La parola pubblicitaria: Due secoli di storia fra slogan, ritmi e wellerismi. Pomezia: Sarin, 1986.

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Nevert, Michèle. La langue qu'on affiche: Le jeu verbal dans le slogan publicitaire au Québec. Montréal: VLB, 1992.

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Grinnell, J. D. The national register of advertising headlines & slogans. Westbury, N.Y: Asher-Gallant, 1987.

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Graak, Karl. Wirb oder stirb: 100 Jahre Lyrik in der Werbung : die schöne Kunst der Selbstdarstellung. Köln: Datakontext, 1988.

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Coleman, Michael. How to write competition slogans. Fareham: ByWord Publications, 1990.

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Marcin, Hołota, ed. Słownik sloganów reklamowych. Warszawa: Wydawn. Naukowe PWN, 2009.

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Reddan, Jean. A semiotic analysis of the use of loanwords and foreign language in advertising. Dublin: University College Dublin, 1992.

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Le dico des mots de la pub: Petit dictionnaire des slogans, accroches, signatures utilisés depuis quelques années en publicité. Paris: De Vecchi, 2007.

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Fukagawa, Hideo. Kyatchifurēzu no sengoshi. Tōkyō: Iwanami Shoten, 1991.

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Book chapters on the topic "Advertising slogan"

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Alcántara-Pilar, Juan Miguel, Ivan Manuel Sánchez-Duarte, Mª Eugenia Rodríguez-López, and Álvaro J. Rojas-Lamorena. "The Effect of Sociolinguism on Advertising Slogans." In The Role of Language and Symbols in Promotional Strategies and Marketing Schemes, 126–43. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-5778-4.ch007.

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The present research intends to check if foreign languages, as cultural conveyors, moderate the characteristics associated with advertising slogans. To understand better how the use of foreign languages can improve the persuasive capacity of ads, three research questions have been established: (1) with what sector of production is the use of foreign languages associated; (2) which characteristics are associated with the foreign language used in advertisements; and (3) what is the relationship between the foreign language used and the image of the firm. In order to answer these questions, the authors have designed an audio slogan translated into three languages: Italian, Turkish, and Russian. The total sample exposed to the slogan is composed of 184 subjects. The conclusions have shown that those firms that seek to communicate a symbolic meaning should select a language that conveys the desired cultural values, thus improving the persuasion already derived from the country of origin.
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Kırteke, Simge. "Orientalist Approaches in Advertising." In Advances in Media, Entertainment, and the Arts, 974–90. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-7180-4.ch055.

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Brands offer indicators to audiences through advertisements in many topics such as political, ideological, economic, and cultural. In particular, while creating their advertisements, international brands make use of the indicators that assume the cultural and demographic structure of the geographic location they are published in and carry out advertising campaigns under the influence of Orientalism. With these advertisements, it is presented how the West shows the East with an Orientalist perspective to the audiences that the advertisement reaches both in the geographical location where it is published and in the international geography. Within the scope of this study, the Nike brand, which emerged in Western societies and became a big name in the international arena, the advertising campaign with the slogan “What will they say about you?” and the SHE (Saudi Heroines Empowering a Nation) advertisement were examined and compared with the method of semiotic analysis, and their relationships with Orientalism were explained.
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Oralkan, Ayca. "Adapting Collective Tendencies in Narrative Advertising." In Advances in Marketing, Customer Relationship Management, and E-Services, 322–32. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-9790-2.ch028.

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Brands are communication-based strategies where consumer expectations confront with company values, goals and promises. Developing successful branding strategies enables strengthened personal bonds with target groups. Stories have always captivated people and a company can tell its own story to reflect the brand value and the company vision. In the current social media era, narrative advertising has become a favorite tool of communication in reaching the target groups as a persuasion technique by making the audience feel involved and be part of the stories. In this context, collective tendencies are adapted to be the hosting medium for the slogan of the brand or any related information regarding the branding strategies. On the other hand, collective inertia, which develops as a side effect of these cultural tendencies, allows the new approaches as a source of interest if and only if they pass the high threshold. In these circumstances, narrative advertising is one of the most appropriate methods that can be used for a successful marketing strategy to overcome the inertia resistance.
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Dynes, Robin. "Advertising Slogans." In Memory Games for Groups, 106–7. Routledge, 2018. http://dx.doi.org/10.4324/9781315174105-80.

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"Advertising Slogans." In The New Yale Book of Quotations, 7–21. Yale University Press, 2021. http://dx.doi.org/10.12987/9780300262780-005.

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Lobanova, Svitlana, Valentyna Tryndiuk, and Alla Martyniuk. "LEXICO-GRAMMATICAL AND STYLISTIC FEATURES OF ENGLISH ADVERTISING SLOGANS." In European vector of development of the modern scientific researches. Publishing House “Baltija Publishing”, 2021. http://dx.doi.org/10.30525/978-9934-26-077-3-16.

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The aim of the article is to generalize and present the lexico-grammatical and stylistic features of English-language advertising slogans. The study allows us to determine the need of society to understand and conceptualize advertising, the mechanisms of verbal influence of advertising texts, analysis of language tools on which are based logical and emotional argumentation in advertising to persuade and motivate the audience to action, ensuring the ability of advertising text to remember . Methodology. The survey is conducted on the basis of a comparison of the data of the respondents (using the same questionnaire) on the impact of advertising slogans on the consumer, both popularity and brand. The survey also covered the family of students, which made it possible to compare these options for answering the survey questions. The results of the survey showed that younger respondents adopted English-language advertising slogans to choose about the benefits of the product and its brand. However, the older generation was more likely to be driven by savings and proven brands. Advertising for them is a show and does not deserve trust but carries the impetus for further study. Practical consequences. As the younger generation is effectively influenced by advertising slogans, modern advertising compositions take into account the characteristics of this audience. What do they aim for their income, exclusivity, price variations. As for the senior respondents, they demonstrated time-tested thrift and a scrupulous approach to pricing strategies for advertising slogans. Thus, the experimental study showed a multi-vector feature of the respondents' attitude to advertising slogans.
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Baldwin, Peter. "Nationalism." In The Narcissism of Minor Differences. Oxford University Press, 2010. http://dx.doi.org/10.1093/oso/9780195391206.003.0013.

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Americans Are Patriotic And Nationalist, but not more than some Europeans (figure 173). Unsurprisingly, Germans are least proud of their nation, and rather unexpectedly and cheerily, the Portuguese—not the Americans—are most proud, with the Irish tied for second place. A 2007 survey reveals that a larger proportion of Italians consider their culture superior than any other nationalities surveyed, including the Americans. Another survey finds that only the Irish feel more uniformly proud to be of their nation. Proportionately more Austrians, Irish, French, and Danes claim they feel very close to their nation than do Americans. Americans are more likely than any Europeans to think that their country is better than most others. But proportionately more Portuguese, Danes, and Spaniards feel that the world would be improved if other people were like them. And any U.S. tendency to boosterism is tempered by the finding that a larger fraction of Americans admits that certain aspects of their country shame them than do the Germans, Austrians, Spanish, French, Danes, or Finns. No country more robustly projects its own nationalist aspirations in the products it sells abroad than the supposedly postnational Swedes. Swedish manufacturers, or at least their advertising agencies, seem convinced that the sheer fact of being Swedish is a selling point. Ikea’s walls are adorned with musings on the preternaturally close relationship between Swedes and nature that allegedly sets them apart from the rest of humanity, as are packets of Wasa crispbread. Asko’s slogan, “Made In Sweden,” is festooned prominently on its products. Though it does not necessarily inspire confidence that the company’s dishwashers are better than the competition, it certainly makes clear Asko’s national origins. Absolut Vodka’s tag—in uncharacteristically unidiomatic English—“Country of Sweden,” does much the same. Saab hawks its cars as “Born from Jets,” an unsubtle allusion to the company’s standing as a pillar of the Swedish military-industrial complex.
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Çetinkaya, Özlem Akgüç. "Brand Storytelling and Narrative Advertising." In Advances in Marketing, Customer Relationship Management, and E-Services, 281–91. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-9790-2.ch024.

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The stories in the basis of human life and the culture of societies have been mediated by the fact that individuals have been able to make sense of their own selves for centuries. Similarly, stories are important for brands to identify their own identities and to recognize their target groups: Stories that accurately reflect the personality of the brand play an important role in the formation of the brand image and identity. As a marketing tactic, storytelling is based on the proposition that people remember information better when it is described as a story rather than as a fact list. The most important purpose of advertising is to stay in mind and even dig in the memory of its recipients. For this reason, the repetition of the product name, slogans and logos are no longer enough alone in today's communication-overloaded and heavy-competition conditions. In this study, based on the concept of narrative and its origins, an evaluation of both traditional and transmedia narrative formats related to the process of creating a brand story and the narrative use in advertising has been made.
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Vid, Natalia Kaloh, and Vlasta Kučiš. "Discourse Analysis in Translation Courses." In Handbook of Research on Teaching Methods in Language Translation and Interpretation, 57–68. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-6615-3.ch004.

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One of the primary functions of a translator is to mediate not only between languages but also between cultures. As ideology is one of the crucial cultural constraints, it is essential to teach students that selection of translation strategy is always either implicitly or explicitly affected by the translator's ideology. Thus, the main aim of this chapter is to illustrate the importance of introducing critical discourse analysis as a powerful tool for ideological analysis in the translation classroom. By understanding how social relations of power are exercised and negotiated in and through discourses, future translators will be able to better operate on different levels during text (re)production and translation of a message. The authors outline the course in which the students were first presented advertising slogans in English, which were later analyzed in the classroom.
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"Impact of the selected economic factors and advertising on Slovak consumer buying behavior." In Interdisciplinary Behavior and Social Sciences, 165–70. CRC Press, 2015. http://dx.doi.org/10.1201/b18146-29.

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Conference papers on the topic "Advertising slogan"

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"GENDER MANIFESTATION IN FRENCH ADVERTISING SLOGAN." In Russian science: actual researches and developments. Samara State University of Economics, 2019. http://dx.doi.org/10.46554/russian.science-2019.10-1-238/241.

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Якина, Яна. "MEANS OF NON-VERBAL ORGANIZATION OF AN ADVERTISING SLOGAN." In CROSS-CULTURAL↔INTRA-CULTURAL COMMUNICATION: THEORY AND PRACTICE OF TRAINING AND TRANSLATING. Baskir State University, 2021. http://dx.doi.org/10.33184/miktipoip-2021-12-02.43.

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Yamane, Hiroaki, and Masafumi Hagiwara. "Advertising slogan generation system reflecting user preference on the web." In 2015 IEEE International Conference on Semantic Computing (ICSC). IEEE, 2015. http://dx.doi.org/10.1109/icosc.2015.7050834.

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Iwama, Kango, and Yoshinobu Kano. "Japanese Advertising Slogan Generator using Case Frame and Word Vector." In Proceedings of the 11th International Conference on Natural Language Generation. Stroudsburg, PA, USA: Association for Computational Linguistics, 2018. http://dx.doi.org/10.18653/v1/w18-6526.

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Yamane, Hiroaki, and Masafumi Hagiwara. "Model advertising slogan selection system using collective wisdom on the web." In 2014 Joint 7th International Conference on Soft Computing and Intelligent Systems (SCIS) and 15th International Symposium on Advanced Intelligent Systems (ISIS). IEEE, 2014. http://dx.doi.org/10.1109/scis-isis.2014.7044668.

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Yang, Ying. "On Deconstruction of Linguistic Signs in Rhetorical Activities—Taking Advertising Slogan as an Example." In Proceedings of the 2019 International Conference on Contemporary Education and Society Development (ICCESD 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/iccesd-19.2019.41.

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Li, Dongyan, and Qingfeng Guo. "The Perlocutionary Act of Advertising Slogans." In 6th International Conference on Electronic, Mechanical, Information and Management Society. Paris, France: Atlantis Press, 2016. http://dx.doi.org/10.2991/emim-16.2016.18.

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Бахмудова, Анжелика Шамиловна, and Асият Магомедрасуловна Бахмудкадиева. "PHONETIC MEANS OF ATTRACTING ATTENTION IN ADVERTISING SLOGANS (IN ENGLISH, RUSSIAN AND ARABIC ADVERTISING TEXTS)." In Поколение будущего: сборник избранных статей Международной студенческой научной конференции (Санкт-Петербург, Май 2020). Crossref, 2020. http://dx.doi.org/10.37539/pb185.2020.44.85.002.

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В данной статье рассматриваются различные способы привлечения внимания посредством рекламных текстов. Осуществляется сравнительный анализ фонетических средств в слоганах английской, арабской и русской рекламы, и выделяются наиболее эффективные из них. Основное внимание в работе уделяются таким фонетическим средствам как: аллитерация, ассонанс, рифма и ономатопея. This article discusses various ways to attract attention through advertising texts. A comparative analysis of phonetic means in the slogans of English, Arabic and Russian advertising is carried out, and the most effective of them are highlighted. The main attention in the work is paid to such phonetic means as: alliteration, assonance, rhyme and onomatopoeia.
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Vaz Duarte, Helena Margarida, Rosa Lídia Coimbra, and Lurdes de Castro Moutinho. "All roads lead to advertising: Use of proverbs in slogans." In ExLing 2006: 1st Tutorial and Research Workshop on Experimental Linguistics. ExLing Society, 2019. http://dx.doi.org/10.36505/exling-2006/01/0055/000055.

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Malyuga, Elena. "LINGUACULTURAL STUDIES OF ADVERTISING SLOGANS AND THEIR SIGNIFICANCE FOR LINGUISTIC IDENTITY." In 5th SGEM International Multidisciplinary Scientific Conferences on SOCIAL SCIENCES and ARTS SGEM2018. STEF92 Technology, 2018. http://dx.doi.org/10.5593/sgemsocial2018h/31/s10.034.

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