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Journal articles on the topic 'Advertising slogan'
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1
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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Arifatin, Fais Wahidatul. "METAPHORS IN COFFEE ADVERTISING SLOGANS." Jurnal Ilmiah Bina Bahasa 12, no. 2 (December 31, 2019): 1–10. http://dx.doi.org/10.33557/binabahasa.v12i02.597.
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Conceptual metaphors are noticeable in everyday life, not just in language but in thought and action. They can be found in many life aspects such as advertisements. Through advertising slogans of products, especially coffee, metaphors are used. This paper aims are to: identify and analyze both the conceptual metaphors and the creative metaphorical linguistic expressions used in coffee advertising slogans and the possible reasons why a certain source domain is chosen for coffee target domain. The findings of this paper are that conceptual metaphors are used extensively in coffee advertising slogans to arouse customers’ interest. Good and creative coffee advertising slogans depend on well-chosen conceptual metaphors. This expands some new conceptual metaphors in our everyday life.Since advertising slogans contain brief and short sentences, even not in a full sentence, there could be more than one possible interpretation for each slogan. Different people may have different interpretation. No matter the understanding achieved, the advertising slogans main focus is to deliver a positive message and to promote the products.
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Agazade, Meleyke Chingiz. "Linguistic analysis of French slogans in the advertising of perfumes and cosmetics." Scientific Bulletin 2 (2021): 32–37. http://dx.doi.org/10.54414/ulqg3947.
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The article analyzes slogans in French advertising texts. The analysis allows us to conclude that the slogan is the heading of a specific advertising message, it attracts attention of a specific target audience and highlights the benefits of a product or a company. Advertising slogans related to the field of cosmetics and perfumery often include such linguistic techniques as the use of verbs in non-personal and imperative mood, include a lot of stylistic techniques such as repetition, ellipsis, interrogative sentences and contrasts. It was also concluded that the compilers of advertising slogans for women’s cosmetic products use a lot of epithets, metaphors, comparisons, interjections, in contrast to those intended for male target audience, which are more restrained and strict in text
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Sibarani, Imelda Sabrina, and Lina Siringo Ringo. "Realization of Speech Functions in Shampoo’s Slogan in Television Advertisement." International Journal of Linguistics 9, no. 3 (June 11, 2017): 36. http://dx.doi.org/10.5296/ijl.v9i3.11123.
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This study deals with speech function in shampoo’s slogans in television advertisement. The objectives of this study were to describe the speech functions linguistically coded in shampoo’s slogan of television advertisement, to examine out the types of speech functions used in shampoo’s slogan of television advertisement, to derive out the dominant types of speech functions used in shampoo’s slogan of television advertisement, to explain reasons for the used of the dominant speech functions. The data were collected by using content analysis technique. The data were shampoo’s slogans which were taken from advertising media like television, internet or billboard The data were analyzed based on the theory of speech function proposed by, Saragih (2000:9). There were found 11 slogans which consist of Speech Functions. The research finding, there were only 4 speech functions found in the slogans. They were statement, question, command, and offer. The most dominant speech function used was statement (90.9%).
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Niwa, Ayana, Naoaki Okazaki, Kohei Wakimoto, Keisuke Nishiguchi, and Masataka Mouri. "Construction of a Corpus of Rhetorical Devices in Slogans and Structural Analysis of Antitheses." ACM Transactions on Asian and Low-Resource Language Information Processing 20, no. 6 (November 30, 2021): 1–26. http://dx.doi.org/10.1145/3465218.
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An advertising slogan is a sentence that expresses a product or a work of art in a straightforward manner and is used for advertising and publicity. Moving the consumer's mind and attracting their interest can significantly influence sales. Although rhetorical techniques in a slogan are known to improve the effectiveness of advertising, not much attention has been devoted to analyze or automatically generate sentences with the techniques. Therefore, we constructed a large corpus of slogans and revealed the linguistic characteristics of the basic statistics and rhetorical devices. Another point of focus was antitheses, of which the usage rates are relatively high and which have a specific sentence structure and lexical constraints. The generation of a slogan that contains an antithesis necessitates the structure of sentences, known as templates, to be extracted and also requires knowledge of word pairs with semantic contrast. Thus, the next step involved analysis of the structure to extract the sentence structure and lexical knowledge about the antithesis. Despite its simple architecture, the proposed method exceeds the prediction accuracy and efficiency of a comparable method. Lexical knowledge that is not available in existing dictionaries was also extracted.
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Raedts, Mariet, and Natalie Dupré. "De doeltreffendheid van een Italiaanse versus Nederlandse slagzin in een Italiaanse wijnreclame." Dutch Journal of Applied Linguistics 4, no. 1 (August 17, 2015): 39–57. http://dx.doi.org/10.1075/dujal.4.1.04rae.
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Foreign languages are commonly used in advertising, because it is generally thought that they attract consumers’ attention. Compared to English, Italian is only rarely chosen by European advertisers. Precisely because of their low frequency, Italian words have a higher chance to capture and hold the consumers’ attention. Although foreign languages are widespread in advertising, the effectiveness of their use has not been studied extensively. In our study on print advertisements we compare the effectiveness of a foreign language slogan (Italian) relative to a slogan in the local language (Dutch). More specifically, we focus on the effects of foreign language usage on cognitive, affective and conative consumer responses. Cognitive responses include spontaneous and prompted recall of the slogan and the brand name. Affective responses pertain to the attitude towards the slogan, the brand and the advertisement. Conative response was defined in terms of purchase intention. Our sample consisted of 236 subjects of different age and educational level from the Dutch speaking part of Belgium. These participants had little or no knowledge of the Italian language. The experiment had a between-subjects design. Participants either saw the Italian or the Dutch version of the advertisement. In order to optimize the effectiveness of the use of the foreign language, we ensured a match between foreign language, country of origin, and the advertised product. Therefore, we created an advertisement for Italian wines with visual elements (a picture and a drawing) evoking Italy. Additionally, we chose easy Italian words, as previous research has shown that slogans with easy foreign words are more appreciated than difficult slogans. The results of our study show that the Dutch slogan was more effective for the spontaneous and prompted recall of the brand name. The language of the slogan had no effect on participants’ attitudes towards the brand, the slogan and the advertisement. By contrast, the Italian slogan had a positive effect on participants’ purchase intentions. The article ends with some concluding remarks and suggestions for future research.
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Harasimczuk, Justyna, Norbert E. Maliszewski, Anna Olejniczak-Serowiec, and Adam Tarnowski. "Are longer advertising slogans more dangerous? The influence of the length of ad slogans on drivers’ attention and motor behavior." Current Psychology 40, no. 1 (August 15, 2018): 429–41. http://dx.doi.org/10.1007/s12144-018-9955-y.
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AbstractThe purpose of this project was to verify whether slogans displayed on roadside advertisements created a distraction for drivers. In order to explain the mechanisms underlying this phenomenon, Study 1 examined the impact of slogan length on attentional processing efficiency. Study 2 investigated the relationship between the length of the slogan and the motor behavior of respondents driving a car simulator. We assumed that slogan length would decrease the drivers’ task performance in both studies. Study 1 was conducted on a group of 70 participants, who completed a modified version of the Attention Network Test (ANT; Fan et al. Journal of Cognitive Neuroscience, 14(3), 340–347, 2002). The task consisted of visual ads intended to distract respondents from the primary task. Reaction times were significantly longer when ads had longer slogans compared to shorter slogans. Study 2, involving a car simulator, was conducted on a group of 53 drivers performing a task of driving in a convoy. Participants were shown billboards with ads at the roadside in random order (two pairs of corresponding ads with short and long text on it). Participants’ driving performance decreased when longer slogans were presented in comparison to the short-slogan condition. In conclusion, we interpret the results of Study 1 to indicate that longer slogan leads to a greater load of attentional processing. This subsequently leads to a reduction of the processing efficiency within attentional systems and further increases the amount of time to resist the irrelevant stimulus. A consequence of this, as shown in Study 2 using a car simulator, is a decrease in cognitive resources necessary for safe driving and therefore worse performance on a driving task.
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Kotenko, M. V., and A. Z. Shtanhret. "Occasional words in the language of advertising." Bulletin of Luhansk Taras Shevchenko National University, no. 3 (341) (2021): 27–36. http://dx.doi.org/10.12958/2227-2844-2021-3(341)-27-36.
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The article attempts to investigate the peculiarities of using of occasionalisms in the language of advertising. A thorough analysis of selected occasionalisms was performed on the level of phonetics, semantics and syntax. It has been proven that alliteration is the most often used means to increase the intonational expressiveness of an advertising slogan, as illustrated by numerous examples from newspaper articles. The analysis of belonging of occasional words to a certain part of the language has shown that they mostly belong to the class of nouns, adjectives and verbs with a positive connotation, thus contributing to the expressiveness of an advertising slogan. It has been confirmed that every occasionalism has been created for a certain advertising slogan by violating the language norms of word formation. Most occasional words have been formed by derivation, mainly affixation, base formation and abbreviation. From a syntactic point of view, the language of advertising is represented by affirmative, interrogative and exclamatory types of sentences. The main function of the selected occasional words is the nomination of certain products and services. Performing the function of an expressive means, occasionalisms are mostly used to provide a vivid description of the advertising product or service in order to attract the attention of consumers. It has been proved the expediency of using intentionally incorrect spelling of words, the so-called sensational or divergent spelling in the texts of the advertising slogan is considered to be one of the effective ways to attract the attention of modern consumers to the advertising product or service. As an example of an innovative tool in the battle for perspective consumers, the use of numerals and other graphic symbols has been singled out for the potential consumers’ attention, which will help to increase the effectiveness of the advertising slogan and remembering of its new expressive shades.
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Boeva-Omelechko, Natalya B. "Antonymy in an Advertising Slogan." Proceedings of Southern Federal University. Philology 2021, no. 2 (June 30, 2021): 21–28. http://dx.doi.org/10.18522/1995-0640-2021-2-21-28.
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The relevance of this work is due to the priority of such research areas as pragmalinguistics, the theory of persuasion, the theory of antonymy and the linguistics of creativity, as well as the need of further investigation of expressive potential of antonymy in extremely popular advertising texts. The purpose of this work is to analyze the types of lexical, morphological, syntactic and text-based antonyms involved in creating advertising slogans in Russian and English linguistic cultures. According to the results of the analysis of empirical material, these types include lexical systemic and individual author’s antonyms, antonymic postpositions, prepositions, grammatical forms representing categorical oppositions, inter-part-ofspeech antonyms, utterances based on antonymic models, words and phrases semantically equivalent to antonyms that form oppositions in a coherent text. Special attention is paid to the pragmatics of slogans with antonyms and to the language game performed with the help of antonyms of different types, as well as to the sources of creating individual author’s antonyms (words with peripheral antonymic semes, words with different spheres of use and emotional and expressive coloring, synonyms that turn into antonyms, precedent phenomena). The author comes to the conclusion that the creators of slogans try in every possible way to make unusual antonymic oppositions filled with a new meaning.
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Devos, Anastasiia. "SEMANTIC AND CONCEPTUAL FEATURES OF THE SLOGANS OF MODERN SOCIAL ADVERTISING DISCOURSE." Studia Linguistica, no. 17 (2020): 37–49. http://dx.doi.org/10.17721/studling2020.17.37-49.
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The article is devoted to the study of modern social advertising as a special type of advertising discourse. The article considers the semantic and conceptual features of the construction of advertising slogans and analyzes the functions of the advertising slogan in the context of its positive impact on potential audience. The slogans of social advertising were divided into six subgroups and the structural, pragmatic, conceptual and semantic features of the units belonging to each subgroup were analyzed. The concepts of French social advertising are mainly centered around two general categories: “threat” and “protection”. The vast majority of advertising slogans are built in such way as to make people think about the imaginary threat and make them think about possible options for protection against it. Basing on the bipolarity of these two conceptual circles, we analyzed the lexical and semantic structure of social advertising slogans and demonstrated which semes are mainly used to achieve the maximum effect on the potential audience. Based on the study of semantic and conceptual features of French social advertising, we concluded that the concept of THREAT in French social advertising is transmitted by the following lexemes and phrases: “illness”, “suffering”, “limited physical and social capabilities”, “disability”, “inability to enjoy life”, “death”. And the concept of PROTECTION is represented by the units “tolerance”, “equality”, “gender equality” and “non-discrimination”.
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Gałkowski, Artur. "Performative Interactions between Brand Names and their Slogans in Chrematonomastic and Communicative Perspective." Вопросы ономастики 17, no. 3 (2020): 279–92. http://dx.doi.org/10.15826/vopr_onom.2020.17.3.044.
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The paper aims to present the results of a chrematonomastic research on the interactions between brand names and their slogans which, when used together, form specific advertising units that shape the identity of the branded product. Such complex structures (“brand name + slogan”) are referred to as performative brand interactions (PBI) or, more generally, as performative textual nodes (PTN). Through the lens of communication theory, these PBI/PTN constructions may qualify as “conversational contributions ” (CC) or “moves” according to the “dialogical moves ” theory. Methods of corpus analysis serve to study the usage frequency of slogans accompanying brand names. The article explores the structural, as well as the semantic, and pragmatic aspects of performative interactions that enhance the communicative potential of a brand name by placing it in a specific context. The study results in a classification of the “brand name + slogan” units considered as having a twofold scope, both textual (interaction between the brand name and the slogan) and communicational (interaction between PBI/PTN and the target audience or the marketed product).
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Davis, W. Hodges. "”Just Do It”-Nike advertising slogan." Techniques in Foot & Ankle Surgery 3, no. 2 (June 2004): 69. http://dx.doi.org/10.1097/00132587-200406000-00001.
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Kazakova, N. O. "GENDER PROSODIC PECULIARITIES OF ADVERTISING SLOGAN." Тrаnscarpathian Philological Studies 1, no. 17 (2021): 130–33. http://dx.doi.org/10.32782/tps2663-4880/2021.17-1.25.
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Gajarsky, Lukas, Olga E. Iermachkova, and Andrea Spisiakova. "Transformations of phraseological units in Russian and Slovak advertising slogans." Philological Sciences. Scientific Essays of Higher Education, no. 4 (July 2021): 11–17. http://dx.doi.org/10.20339/phs.4-21.011.
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The paper presents the problem of transformations of phraseological units in modern Russian and Slovak advertising slogans. The primary task of the advertising slogan is to attract the attention of the recipient, to interest a potential buyer, to motivate him to buy certain products. When classical linguistic means and techniques turn out to be ineffective or outdated, the creators of advertising slogans resort to various transformations of the existing material well-known to a certain society, word play and other experiments with language. Transformation of phraseological units is a justified, effective and highly relevant method of attracting attention in various spheres of communication (media, fiction, Internet, blogs, advertising, politics, etc.). This technique has occupied the dominant position in advertising for more than a decade, since fixed expressions or allusions to them appeal to the wisdom of the nation, its origins, and evoke positive images in memory. The purpose of this article is to identify the transformations of phraseological units in advertising using the example of two Slavic languages, to analyse specific examples of transformations created by Russian and Slovak authors, to consider the methods of creating such transformations, to note their features and to draw appropriate conclusions.
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Yuryeva, Elena. "The Slogan of the Social Advertising As a Subgenre of the Advertising Discourse." Vestnik Volgogradskogo gosudarstvennogo universiteta. Serija 2. Jazykoznanije 15, no. 4 (December 20, 2016): 114–21. http://dx.doi.org/10.15688/jvolsu2.2016.4.12.
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Kazakova, N. O. "PROSODIC MEANS OF INTENSIFICATION IN ADVERTISING SLOGAN." Scientific notes of Taurida National V.I. Vernadsky University, series Philology. Social Communications, no. 3 (2020): 120. http://dx.doi.org/10.32838/2663-6069/2020.3-1/21.
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Vihovska, L. A. "SLOGAN AS A TYPE OF ADVERTISING TEXT." Тrаnscarpathian Philological Studies 1, no. 14 (2020): 281–85. http://dx.doi.org/10.32782/tps2663-4880/2020.14-1.52.
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Barushkova, Svetlana B. "LEXICAL FEATURES OF THE FRENCH ADVERTISING SLOGAN." Prepodavatel XXI vek, no. 2-2 (2021): 369–75. http://dx.doi.org/10.31862/2073-9613-2021-2-369-375.
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Efendi, Rahayu, and Mashadi Mashadi. "Pengaruh Personal Selling, dan Slogan Iklan Terhadap Brand Awareness Produk Yakult." Jurnal Ilmiah Manajemen Kesatuan 8, no. 2 (August 30, 2020): 127–37. http://dx.doi.org/10.37641/jimkes.v8i2.332.
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Yakult is the first probiotic drink in Indonesia since 1991. Until now, Yakult is still the number one pioneer of fermented milk drinks in Indonesia. The purpose of this study is to determine the effect of Personal Selling on Brand Awareness, determine the effect of Advertising Slogans on Brand Awareness, and to determine the effect of Personal Selling and Advertising Slogans on Brand Awareness together. This research was conducted with a quantitative descriptive approach with a random sampling method. The number of respondents in the study were 100 respondents who will be analyzed using SPSS 22 software. The statistical method used is multiple linear regression by testing the classical assumptions, correlation coefficients and coefficient of determination, and conducting hypothesis testing (f test and t test). The results showed that Personal Selling did not affect Brand Awareness positively and significantly, while Advertising Slogans affected Brand Awareness positively and significantly. Meanwhile, together with Personal Selling and Advertising Slogans, it affects Brand Awareness. If the personal selling and advertising of a company is getting better, then the potential Brand Awareness of the public towards the company will also increase, conversely if consumers do not have an interest in personal selling or advertising carried out by the company, the potential Brand Awareness owned by consumers will also be low .
Keywords: Brand Awareness, Personal Selling, Ad Slogans
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Vaulina, Svetlana, and Irina Kuksa. "Linguistic Strategies and Realization of Incentive Modality in Political Slogan and Advertising Slogan." Vestnik Volgogradskogo gosudarstvennogo universiteta. Serija 2. Jazykoznanije, no. 2 (July 2018): 63–73. http://dx.doi.org/10.15688/jvolsu2.2018.2.7.
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Tkach, Bohdan, Lesia Lytvynchuk, Ihor Popovych, Olena Blynova, Larysa Zahrai, and Liybomyra Piletska. "Research on the Experience of Users of Political Slogans in Ukraine." BRAIN. BROAD RESEARCH IN ARTIFICIAL INTELLIGENCE AND NEUROSCIENCE 12, no. 1 (March 29, 2021): 104–17. http://dx.doi.org/10.18662/brain/12.1/173.
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The study partly reveals “Zelenskyi’s phenomenon”, when a person without any political experience confidently won a victory over an experienced politician at the presidential and parliamentary elections. The paper considered neuropsychological understanding of a brand as a multi-modal image with emotional connection and as an artificial addiction. Specific features of the perception of political slogans were studied with EMOTIV Epoc+ 14-channel mobile neurointerface and EmotivPRO and EMOTIV Brain Activity Map software. The ranking of slogans in terms of the efficiency of perception of the individuals of 40-60 years old was carried out on the basis of EEG and the cognitive and emotional indexes: obtained stress, interaction, interest, excitement, concentration, relaxation. The study involved 30 men and 30 women who intended to vote in the presidential elections of 2019. It was established which slogans are the best, good, average, ambiguous, with little effect, ineffective, with a negative effect. It was determined that the most effective and at the same time efficient slogan that evokes emotions and really encourages to support is PRESIDENT IS PEOPLE’S SERVANT. The best slogan that appeals to support it is “We Are Ukraine”, “New Policy of Ukraine”, “Country of Strong People!” The basic cognitive and emotional indexes that would contribute to the creation of effective psychological impact on voters’ behavior are the presence in the slogan of the word “Ukraine”, the avoidance of the so-called “stop words” (for women it is “army” and everything related to violence and death, and for men it is everything related to the provision of material benefits), the use of religious sentimentality in women and gender differences in slogans targeting. The value of the studied phenomenon and the efficiency of slogans and other media products before launching them into mass advertising has been proved.
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Boichuk, Anastasiia, and Larysa Oleksyshyna. "TRANSCREATION AS A NEW APPROACH TO TRANSLATION OF ADVERTISING TEXTS AND SLOGANS." Germanic Philology Journal of Yuriy Fedkovych Chernivtsi National University, no. 833 (December 2021): 18–24. http://dx.doi.org/10.31861/gph2021.833.18-24.
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The commercial success of any business enterprise in the age of globalization and internationalization depends on the choice of marketing strategy. To remain competitive, all industries must follow new trends and face new challenges. In the context of the current market requirements, a new strategy for translating advertisements and slogans called transcreation has been attracting more attention and is an emergent trend for the Ukrainian market. In this study, we examine the phenomenon of transcreation and present an analysis of texts resulting from the application of the translation strategy. The problem of advertisement translation has been attracting attention of the modern linguists as the main task of a translator is 1) to choose the appropriate translation strategy so as 2) to clearly convey to the recipient the intended information of the original text considering all implicit as well as explicit shades of original message. One of the challenges in translating advertisements is the preservation of the communicative functions embedded in the original text or slogan. In our work, we covered the concept of "transcreation", analysed the translation of advertising slogans of world-famous German companies, as well as conducted a psycho-linguistic experiment using an online Google Forms questionnaire. Fifty-two informants evaluated nuances of the meanings on which advertising slogans and their translations were focused by transcreation. The results of our study can be used in training programs for future translators. Key words: translation, translation strategy, translation of advertising texts, advertising slogans, transcreation, adaptation, psycho-linguistic experiment.
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Koch, Natalia, and Svitlana Kaleniuk. "Psycholinguistic Potential of Political Concepts of the Election Campaign (on the example of the slogan-motto “Army. Language. Faith”)." PSYCHOLINGUISTICS 30, no. 2 (November 9, 2021): 153–73. http://dx.doi.org/10.31470/2309-1797-2021-30-2-153-173.
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The aim of the study is a psycholinguistic analysis of the stimulus words (Ukrainian) army, language, faith as concept-forming nominations of the appropriate text concepts in the structure of the slogan-motto (advertising slogan, political slogan) “Army. Language. Faith.” the 2019 election campaign (that is, in the context of a particular discursive practice).
Methods of the research. The application of the method of free associative experiment basing on the theory of speech influence allows to interpret the semantics of the analyzed concepts, as well as to establish their closest connections and logical relationships with other concepts. Verbal reactions to a political slogan as a whole and to its individual structural units as concept-forming nominations are interpreted as verbal representations of cognitive features of concepts.
Results. The results of the associative experiment are a relevant source of data in order to identify markers of the deep (including subconscious) mechanisms of verbal and non-verbal behavior of individuals, which can be used to form new and transform old political concepts. The presence of intersecting segments in their semantic fields testifies about the partial synthesis of diverse concepts in the recipients’ minds, in which the effect of the psycholinguistic influence of the slogan-motto is increased. The absence of such an intersection is an indicator of the information the general information field of the concepts, which is expressed in the discrete perception of the advertising slogan.
Conclusion. In the context of the speech theory influence, the first two stages of implementation the text slogan-motto “Army. Language. Faith.” into mass consciousness (attracting attention to the text and optimization its perception) were successfully implemented. A number of reasons (extralinguistic and linguistic formation, for example, the use of words with abstract, non-specific semantics “language”, “faith”) complicated the implementation of the third stage (acceptance of the content) of the implication of the text. Concept-forming nomination “army”, potentially containing negative semantic components, caused reactions associated with the emergency of cognitive disbalance in the consciousness of individuals. Comparison of the associates of the two stages of the experiment showed that the context of perception of the stimulus words is important for the respondents. Thus, the evaluative connotations of reaction words (in particular, concerning the nomination “army”) in the context of the advertising campaign of P. Poroshenko’s party and outside this context differ significantly.
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Hussain Sadri, Wan Faeeza, and Shuhaida Md. Noor. "Jingle Modification: Does Slogan Help?" Journal of Communication, Language and Culture 2, no. 1 (January 30, 2022): 1–19. http://dx.doi.org/10.33093/jclc.2022.2.1.1.
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In advertising, jingle modifications are often done to inject freshness and to avoid wear-out. This study seeks to determine the effects of jingle modification on brand attitude and brand recall, and the moderating effects of slogan on that relationship. As past research on the effects of jingle modification and slogan inclusion were conducted independent of each other, the interrelationship of the two variables remains unclear. With classical conditioning as the theoretical lens, a 2 (jingle modification: original, modified) x 2 (slogan inclusion: without slogan, with slogan), between-subject experiment was conducted to test the hypotheses, with brand attitude and brand recall as the dependent variables. The results indicate that jingle modification induce positive and significant effects on brand attitude and brand recall. On the other hand, slogan inclusion was not found to have significant effects on brand attitude and brand recall. No interaction effects were found between jingle modification and slogan inclusion on brand attitude and brand recall. Further analyses indicate that slogan only help to enhance attitude when the original jingle was used but not when it has been modified. Additionally, slogan was not found to enhance brand recall for both the original and modified jingles. The implication is that in advertisements with modified jingles, slogan is not required in enhancing consumers’ brand attitude or brand recall. The study provides a strong support for jingle modification and shows that it can have substantial impact even without incorporating the slogan.
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Zúñiga, Miguel Angel, Ivonne M. Torres, and Mihai Niculescu. "Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans." Journal of Consumer Marketing 32, no. 3 (May 11, 2015): 145–56. http://dx.doi.org/10.1108/jcm-10-2014-1182.
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Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied. Practical implications – This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements. Originality/value – Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD.
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Kim, Y., and А. Yermekbayeva. "Speech influence in advertising texts." Pedagogy and Psychology 45, no. 4 (December 31, 2020): 106–14. http://dx.doi.org/10.51889/2020-4.2077-6861.13.
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This work is devoted to the speech impact of advertising texts, in other words, the language of advertising, the purpose of which is to attract the attention of a potential consumer by making the message as memorable and unusual as possible, lively and catchy, colorful and attractive to a potential listener / buyer. The significance of the work lies in the fact that the author, in the process of analyzing the basic structural elements of the advertising message (slogan and main body), determines the main speech techniques for the influence of advertising texts: expressive means, including metaphors, epithets metonymy, speech turns, paths, various grammatical forms and other forms of influence: nominative, one-part, verb sentences, comparative and superlative adjectives, rhymes, imperative verbs, adverbs, lexical repetition. On specific examples of advertising slogans, evidence is given that the above speech means contribute to increased demand for the advertised product or service. During the study, the author confirms the hypothesis put forward at the beginning of the study: if you skillfully use speech exposure, i.e. to choose words whose harmonious combination lays in the subconscious of a person the information transmitted to him by the manufacturer through high-quality advertising, then such an advertising text can become the key to the success of trade. The work is of great practical importance: the material presented in it can be used by students to improve the culture of speech, improve stylistically differentiated speech, as well as school teachers as methodological material in the Russian language when studying the section «Vocabulary», «Stylistics».
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Ponický, Peter, and Vítězslav Zamarský. "Innovation – Populist Slogan, Why?" Kwartalnik Ekonomistów i Menedżerów 33, no. 3 (December 1, 2014): 25–34. http://dx.doi.org/10.5604/01.3001.0009.4593.
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Nowadays, innovation is perhaps the most widely spoken global keyword in the field of economy. Everyone talks about innovation and the European Union already for more than a decade, has wanted through innovation to catch up with and take the leading position in the world. However, what is the reality? Europe still has difficulties with the pace of economic growth, which according to many is joined combined with innovation and knowledge. Asian countries often set a price of an innovated product of poor quality and with no added value that includes huge cost of efficient marketing and aggressive advertising. Therefore, is innovation everything what is called this way? Though the world controls the speed and acceleration of changes, it does not mean necessarily an advantage or positive effects. And evolution of a star in a supernova and then a black hole is in the final stages accelerated in an unusual way. The inspiration for our article was slanted to cheap using the word “innovation”, just because it is a European priority. We just drew from his knowledge and life experiences.
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Rusetska, O. "ЗВ’ЯЗОК АВТОР – СПОЖИВАЧ У РЕКЛАМНОМУ ПРОДУКТІ (НА МАТЕРІАЛІ ВІЛЬНОГО АСОЦІАТИВНОГО ЕКСПЕРИМЕНТУ)." State and Regions. Series: Social Communications, no. 1(45) (July 17, 2021): 96. http://dx.doi.org/10.32840/cpu2219-8741/2021.1(45).14.
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<p><strong><em>The purpose</em></strong><em> of our study is to track and analyze the effectiveness of promotional products through the associative reactions of the recipient to its components (pictorial and textual).</em></p><p><strong><em>Research methodology.</em></strong><em> The main research method is a free associative experiment. In the course of the study, an experiment was carried out with incentives, which were advertising products, and not individual concepts. The specificity of such material lies in the inextricable connection between the verbal and non-verbal parts of one product: the advertising slogan and the image that accompanies it is an integral complex of impact on the consumer. Methods of analysis and generalization were used at different stages.</em></p><p><strong><em>Results</em></strong><em>. The article presents the main approaches to creating incentive lists for a free associative experiment. Advertising products are analyzed to achieve the communicative goal, using a free associative experiment on advertising components. It is established that each component of advertising is an information carrier that is important for advertising of both types. Messages can be duplicated in different parts, supplemented or send the recipient to a completely different topic. Thus, the analyzed advertising product about abortion in its components carries different information for perception, which weakens the effect of advertising. The image and the text for DOVE soap advertising complement each other informationally, creating a three-dimensional image of the advertised product. «Coca-Cola: Discover Yourself» advertising is dynamic because it combines procedurality in a slogan and a recognizable pictorial element. This overlay causes a powerful driving effect.</em></p><p><strong><em>Novelty.</em></strong><em> For the first time a free associative experiment was used to study advertising materials on the effectiveness of perception of their components.</em></p><p><strong><em>Practical meaning.</em></strong><em> Theoretical materials of the article can serve as a basis for further scientific research </em><em>and be </em><em>used in the study of the advertising market.</em></p><p><strong><em>Key words:</em></strong><em> free associative experiment, stimulus list, advertising product, slogan.</em></p>
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Boiko, O. "Modern English advertisements of toothpaste: rhetoric perspective." Studia Philologica 2, no. 17 (2021): 15–20. http://dx.doi.org/10.28925/2311-2425.2021.172.
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This article focuses on toothpaste advertisements in English online discourse. The article analyses modern English Internet texts advertising toothpaste from the standpoint of rhetoric and systemic hierarchy of needs. The paper provides comparative analysis of words and phrases in toothpaste advertising texts that appeal to different human needs as identified by Abraham Maslow: physiological, safety, belongingness and love, need, reputation and self-actualization need. The paper considers advertising discourse as a commercially oriented activity of creating positive and attractive images of objects and activities (services) that potentially provide income for their producer / provider. Advertising discourse involves a promoter and a recipient, as well as the process and result of their discursive interaction through respective texts. Advertising discourse provides sets of signals that impact potential consumers at the level of consciousness and/or sub-consciousness thus encouraging them to buy the advertised product. The paper focuses on the slogans used in the advertisements of toothpaste. A slogan as a short independent advertising message can be both used within a specific advertising construal and operate separately from other advertising products and represent the condensed content of the whole advertising campaign. The paper analyses specific verbal means that inspire the feeling of trust towards the advertised products, different sorts of toothpaste in particular. The said means of influence and manipulation are interpreted through the scope of pathos, ethos and logos. Pathos can be explained as an emotional coefficient of buying behaviour, ethos focuses our attention on the credibility of data and sources, while logos can be understood as the logic of buying a particular product. Specific correlations between the said modes if informational impact are determined by causative-consecutive logic as well by primary axiomatic irrational incentives related to fundamental "mythic" mental structures.
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Januarsyah, Gilang. "Peran Agentif dalam Slogan Bank di Negara Frankofon: Kajian Semantis." Metahumaniora 8, no. 2 (September 16, 2018): 223. http://dx.doi.org/10.24198/metahumaniora.v8i2.20698.
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AbstrakDalam konteks komersial atau periklanan, slogan merupakan sebuahungkapan singkat yang digunakan sebagai alat untuk menarik perhatian konsumendengan memasukkan satu atau beberapa aspek dari produk maupun pelayananyang ditawarkan. Slogan berfungsi untuk menjelaskan tujuan perusahaan. Salah satuperusahaan yang menggunakan slogan sebagai media informasi adalah bank. Bankmerupakan sebuah badan usaha yang bergerak di bidang keuangan yang menarikdan mengeluarkan uang masyarakat terutama memberikan kredit dan jasa dalamlalu lintas pembayaran dan peredaran uang. Penelitian ini bertujuan untuk mencariperan agentif dalam slogan bank. Data yang digunakan dalam penelitian ini diambildari laman resmi bank negara frankofon dengan menggunakan metode kualitatifserta metode analisis padan referensial dan translasional dalam analisis data. Hasildari penelitian ini menunjukkan bahwa terdapat tiga peran agentif dalam sloganbank negara frankofon, yaitu (1) bank sebagai agentif; (2) nasabah sebagai agentif,dan; (3) bank dan nasabah sebagai agentif.Kata kunci: peran semantis, semantik, slogan bank, frankofonAbstractIn the commercial context or advertising, slogan is a short phrase that is used asa tool to attract attention of consumers by giving one or more aspects of the product or theservices which is offered. The slogan serves to explain the purpose of the company. One of manycompanies which uses slogan as media is a bank. A bank is a business that deals in the financewhich mainly provides credit and services in payment and currency. This research is aimed to explore the agentive role of bank slogan. The data which are used in this study were taken from the official website of the francophone’s bank by using qualitative method and for analyzing the data this research uses referential and translational method. The results of this study indicate that there are three agentive roles in the slogan of the francophone’s bank, namely (1) the bank as agentive; (2) customers as agentive, and; (3) The bank and the customer as agentive.Keywords: semantic roles, semantic, bank slogan, francophone
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Januarsyah, Gilang. "Peran Agentif dalam Slogan Bank di Negara Frankofon: Kajian Semantis." Metahumaniora 8, no. 2 (September 16, 2018): 223. http://dx.doi.org/10.24198/mh.v8i2.20698.
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AbstrakDalam konteks komersial atau periklanan, slogan merupakan sebuahungkapan singkat yang digunakan sebagai alat untuk menarik perhatian konsumendengan memasukkan satu atau beberapa aspek dari produk maupun pelayananyang ditawarkan. Slogan berfungsi untuk menjelaskan tujuan perusahaan. Salah satuperusahaan yang menggunakan slogan sebagai media informasi adalah bank. Bankmerupakan sebuah badan usaha yang bergerak di bidang keuangan yang menarikdan mengeluarkan uang masyarakat terutama memberikan kredit dan jasa dalamlalu lintas pembayaran dan peredaran uang. Penelitian ini bertujuan untuk mencariperan agentif dalam slogan bank. Data yang digunakan dalam penelitian ini diambildari laman resmi bank negara frankofon dengan menggunakan metode kualitatifserta metode analisis padan referensial dan translasional dalam analisis data. Hasildari penelitian ini menunjukkan bahwa terdapat tiga peran agentif dalam sloganbank negara frankofon, yaitu (1) bank sebagai agentif; (2) nasabah sebagai agentif,dan; (3) bank dan nasabah sebagai agentif.Kata kunci: peran semantis, semantik, slogan bank, frankofonAbstractIn the commercial context or advertising, slogan is a short phrase that is used asa tool to attract attention of consumers by giving one or more aspects of the product or theservices which is offered. The slogan serves to explain the purpose of the company. One of manycompanies which uses slogan as media is a bank. A bank is a business that deals in the financewhich mainly provides credit and services in payment and currency. This research is aimed to explore the agentive role of bank slogan. The data which are used in this study were taken from the official website of the francophone’s bank by using qualitative method and for analyzing the data this research uses referential and translational method. The results of this study indicate that there are three agentive roles in the slogan of the francophone’s bank, namely (1) the bank as agentive; (2) customers as agentive, and; (3) The bank and the customer as agentive.Keywords: semantic roles, semantic, bank slogan, francophone
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Song, Yao, Yan Luximon, and Jing Luo. "A moderated mediation analysis of the effect of lettering case and color temperature on trustworthiness perceptions and investment decisions." International Journal of Bank Marketing 38, no. 4 (April 2, 2020): 987–1005. http://dx.doi.org/10.1108/ijbm-09-2019-0315.
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PurposeThe purpose of this study is to test the theoretical framework of lettering case, color temperature, perceived trustworthiness and investment intentions. First, it aims to test whether the effect of lettering case on investment intentions is mediated by trustworthiness. Second, the study will examine if this process is moderated by color temperature.Design/methodology/approachFollowing the behavioral research method, this study employed a 2 (the fully-lowercase slogan vs the initial-uppercase slogan) by 2 (warm-color design vs cool-color design) full factorial between-subject design. Two hundred participants were recruited for the experiment to test the hypotheses.FindingsFor the lowercase slogans (vs uppercase slogans), we found that people tended to have a high level of perceived trustworthiness, which led to a high level of investment intentions. In addition, the indirect effect of the lettering case on investment intentions through the perceived trustworthiness was moderated by color temperature. Specifically, the visually warm advertisement (vs visually cool design) would strengthen the effect of lowercase slogans on customers' investment intentions.Originality/valueWhen people make a financial decision with limited, incomplete or overly complex information, simplified visual heuristics, rather than rational algorithmic processing, play a significant role in their decision-making process. However, only a limited amount of research has addressed the effect of the lettering case on customers' perceptions and the consequent decision-making process from a financial advertising perspective. This study tries to supplement and extend the visual heuristics theory, highlighting the role of simplified heuristics, rather than rational algorithmic processing, in financial customers' decision-making process.
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Barta, Bianka, and Róbert István Szűcs. "Reklámozás, szlogen és szuperhősök – A gyermekek meggyőzésének eszközei." Táplálkozásmarketing 2, no. 2 (December 1, 2015): 47–57. http://dx.doi.org/10.20494/tm/2/2/4.
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Levchenko, M., and K. Skripnik. "INVARIANTS OF TEMPORAL AND LOCAL ARCHITECTONICS OF ADVERTISING SLOGAN (ENGLISH)." Bulletin of the Moscow State Regional University (Linguistics), no. 3 (2016): 185–93. http://dx.doi.org/10.18384/2310-712x-2016-3-185-193.
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Максименко, Сергій, Богдан Ткач, Леся Литвинчук, and Ліана Онуфрієва. "Neuro-Psycholinguistic Study of Political Slogans in Outdoor Advertising." PSYCHOLINGUISTICS 26, no. 1 (November 12, 2019): 246–64. http://dx.doi.org/10.31470/2309-1797-2019-26-1-246-264.
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Introduction. The article presents the results of a neuropsychological study in outdoor advertising. Diagnostic capabilities of the neurointerface to evaluate the efficiency of passwords are considered. The leasing process and existing methods of performance evaluation are highlighted. The specificity of neuropsycholinguistics in the approach to the analysis of the mental activity of the individual in the acquisition and use of language is shown. The ultimate goal of this neuropsycholinguistic study is to find out what exactly pleases the voter and what prompts the candidate to support the electorate of a particular region, which in turn will allow him to adjust the content of political advertising by making it highly effective.
Methods and Techniques of the Research. The EMOTIV Epoc + mobile 14 channel neurointerface was used to study the neuropsychological study of political slogans from outdoor advertising. In addition, we have used professional EEG monitoring software to visualize brain electrical activity and to transform transformed EEG indicators in the form of basic cognitive-emotional indicators: EmotivPRO and EMOTIV Brain Activity Map. Ranking of slogans on the effectiveness of influence on the electorate was carried out on the basic raw EEG data and their transformation into cognitive-emotional indicators: stress, interaction, interest, excitement, concentration, relaxation. This set of neuropsychological techniques is a relevant highlight. The poll was attended by potential voters in the 2019 presidential election. The sample size is 30 men and 30 women.
Results. As a result of a neuropsychological study of political slogans on outdoor advertising, it was found out which slogans are the best, good, mediocre, ambiguous, ineffective, ineffective and negative for voters. The results of the study were published on November 16, 18 on the social network “Feusbuk” and November 20, 18 on the TV channel “True here” in the broadcast “In the field of excitement” issue No 24.
Conclusions. Summarizing the findings and interpreting the cognitive-emotional indicators, it was concluded that in order to create an effective psychological impact on the voter’s behavior, it is recommended to have the word “Ukraine” in the slogan, to avoid the motivating words (for women, it is the army and everything related to violence and death, and for men everything related to the provision of material goods), the use of religious sentimentality in women, and gender mainstreaming when targeting slogans.
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Lennon, Sharron J., Leslie L. Davis, and Ann Fairhurst. "Evaluations of Apparel Advertising as a Function of Self-Monitoring." Perceptual and Motor Skills 66, no. 3 (June 1988): 987–96. http://dx.doi.org/10.2466/pms.1988.66.3.987.
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This exploratory research was conducted to extend research on individual differences in perceptions of consumer-product advertisements, specifically apparel. Three sets of advertisements were developed, each containing two identical advertisements for each of three products: Pendleton sweater, Guess jeans, and Jordache shirt. One advertisement contained a slogan with an image appeal, while the other had a slogan which was a claim about quality/information. Self-monitoring, the extent to which an individual monitors self-presentation in social situations, was measured for each person. In Study 1, 88 women, classified as high or low self-monitors, completed an index of favorability toward the advertisements. An analysis of variance showed high self-monitors were more favorable toward the image-oriented advertisements, while low self-monitors were more favorable toward the quality/informational oriented advertisements. In Study 2, 48 women, classified as high or low self-monitors, were shown one of the advertisements and asked the amount they would be willing to pay for each product. An analysis of variance on the standardized scores showed high self-monitors were willing to pay more than low self-monitors, but only for the Jordache product. Consumers' perceptions of the products are discussed and related to the appeal to which people were more responsive.
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Комарницкая, Ю. П. "TYPES AND MOTIVES OF SOCIAL ADVERTISING SLOGANS ON ROAD SAFETY." Modern Science, no. 1 (July 5, 2021): 64–70. http://dx.doi.org/10.53039/2079-4401.2021.3.1.015.
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Социальная реклама – важный инструмент воздействия на аудиторию в целях привлечения внимания общественности к важным социальным проблемам, изменения поведенческой модели общества. Такая реклама должна воздействовать в первую очередь на эмоции, вызывать радость, страх, шок или негодование. Успех рекламного произведения во многом зависит от слогана, поэтому при его создании важно использовать языковые средства, которые повлияют на сознание аудитории. Social advertising is an important tool for influencing the audience in order to attract the public to urgent social problems, change the behavioral model of society. Such advertising should affect emotions, cause joy, fear, shock or indignation. The success of an advertising product depends largely on the slogan, so it is important to use the language tools that will affect the audience's consciousness when creating it
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Mokiyenko, Valery М. "THE SLOGAN AND ADVERTISING IN THE JOURNALISTIC DISCOURSE (similarities and differences)." Journal of historical, philological and cultural studies 3, no. 53 (September 30, 2016): 167–73. http://dx.doi.org/10.18503/1992-0431-2016-3-53-167-173.
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YAMANE, Hiroaki, and Masafumi HAGIWARA. "Advertising Slogan Generation System Reflecting Preferences of Users on the Web." Transactions of Japan Society of Kansei Engineering 13, no. 4 (2014): 493–500. http://dx.doi.org/10.5057/jjske.13.493.
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Shchepka, O. A. "PECULIARITIES OF THE LANGUAGE ORGANIZATION OF SLOGAN IN UKRAINIAN POLITICAL ADVERTISING." Scientific notes of Taurida National V.I. Vernadsky University, series Philology. Social Communications 3, no. 1 (2019): 74–78. http://dx.doi.org/10.32838/2663-6069/2019.3-1/14.
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Yu, Ping, and Xin Li. "Automobile Advertising Translation from the Perspective of Newmark’s Theory." Theory and Practice in Language Studies 9, no. 12 (December 1, 2019): 1535. http://dx.doi.org/10.17507/tpls.0912.09.
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This paper mainly discusses the application of Newmark's theories of communicative and semantic translation in automobile advertisement translation. After analyzing the translation examples of automobile advertisement text, title and trademark, the following conclusions are naturally drawn. The combination of communicative and semantic translation can guide translation practice more effectively. Semantic translation theory is preferred for automobile manual translation, while communicative translation theory is more suitable for automobile brand and slogan translation. Therefore, in order to achieve the intended effect of automobile advertisement, it is better to combine semantic translation with communicative translation in automobile advertisement translation.