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Wharton, Chris. "Text and context : an analysis of advertising reception." Thesis, Northumbria University, 2005. http://nrl.northumbria.ac.uk/2831/.
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The aim of this study is to explore advertising and in particular advertising reception as a significant part of contemporary social practice. Although advertising in some form has been a feature of a wide range of societies, historically and culturally, its economic and social importance has perhaps never been greater. Advertising, across the industrial period and in particular since the Second World War, has through the entrenchment of market economies and the development of different media technologies increased its reach and density through a variety of means. It has become a significant media form, received by audiences differentiated by social, economic, spatial and other factors. This study enquires into the nature of audience reception of advertising through an exploration and application of the encoding/decoding media model. The study argues that attention to the textual and formal elements of the model need to be given greater emphasis and the decoding aspect of the model broadened to deal with a complexity of contextual factors contributing to the process. Advertising media by their nature are comprised of different formal and presentational means. The study focuses on newsprint, television and billboard and other outdoor advertising. The public and private environments in which these forms appear can be characterised through the social and symbolic difference between the domestic environment in which much television is viewed and the outdoor urban environment in which much billboard advertising appears. These are recognised as contributory elements in the reception of advertising and any significance the advert may have for its audience. Audience decoding of advertisements is then a combination of producer intent and a complexity of contributory factors brought to or found in the decoding process. This includes a recognition of various ways of seeing associated with different media forms and social and spatial circumstances and the presentation and reception of adverts as part of a flow of advertising and of a wider social experience. The relation between adverts and other texts also has important intertextual consequences for reception. In the process of decoding, it will be argued that social groups can be understood to act as interpretive communities and a process of advertising diffusion can be observed. Three empirical case studies form a survey of mainly car or car related advertising, featuring television, billboard and newsprint advertising, and highlight a range of possible decodings. The significance of historical and social factors is confirmed as important in securing particular readings of advertisements, and spatial, environmental and contextual features are emphasised in this survey. The survey acknowledges the significance of advertising form and medium and highlights the circumstances in which negotiated and oppositional readings may occur. This study re-emphasises that advertising texts form their signification within a complex arrangement of synchronic and diachronic circumstances in which immediate social and environmental factors should be accorded further significance in the study of advertising. The study concludes with a reflection on its methods and procedures and a consideration of further work that might be carried out in the area of empirical advertising studies. In the interest of a richer understanding of advertising, further research would acknowledge the complexities of audience reception and might include an enquiry into further advertising contexts and environments.
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Sloan, Andrea. "A textual analysis of the text type "advertisement" based on advertisements in German /." Thesis, McGill University, 1990. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=59874.
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This thesis examines German advertising texts and their text linguistic properties within a system of text typologies. Four different text type classification methods representative of typologies in German text linguistics are considered. Of these, Katharina Reiss's 1976 model is shown to be the most efficient for a textual analysis of advertising texts. Her communicative-functional approach to text analysis permits distinction of three variants of advertisements: those which appeal to reason, those which appeal to emotion and those which are of a dual nature (mixed). The thesis concentrates on identifying text type and text type variant characteristics by analysing the text constituting techniques, text structure, and the appellative language means.
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Noble, Debbie Mello. ""Quem mexeu no meu texto?" : língua, poder e autoria nos dizeres sobre o revisor de textos da publicidade." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2016. http://hdl.handle.net/10183/149534.
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Neste trabalho, ancorados na Análise do Discurso pêcheuxtiana, analisamos o funcionamento dos dizeres sobre o revisor de textos no espaço de dizeres da publicidade a partir de um corpus experimental, que consta de entrevistas com sujeitos envolvidos na etapa de revisão do processo de criação publicitária. A partir deste, constituímos o corpus de análise, num ir e vir entre a teoria e o objeto, mobilizando o dispositivo teórico-analítico da Análise do Discurso. Podemos dizer que o objeto analisado é bastante específico, e, até mesmo, contraditório, posto que a publicidade, em geral, trabalha com uma linguagem coloquial, enquanto a revisão de textos pode ser vista como uma tentativa de blindar a língua, torná-la perfeita e evitar os erros. No entanto, quando fazemos essa contradição trabalhar, percebemos algumas outras possibilidades de pensar a língua e o espaço de dizeres analisado. Assim, entendemos o espaço de dizeres da publicidade como um espaço de embate, no qual há uma relação hierárquica que fica marcada nos dizeres dos sujeitos que ocupam os lugares discursivos de redator, atendimento e revisor. Também percebemos o poder que o publicitário exerce sobre o trabalho do revisor, visto que é este quem aprova ou não as alterações textuais efetuadas pelo revisor de textos. Isso fica marcado, especialmente, nos dizeres sobre os limites do trabalho do revisor. A relação língua/revisão de textos também permeia as sequências discursivas analisadas. Nelas, observamos uma relação de repetibilidade na forma de pré-construídos: o revisor de textos é descrito como um sujeito que domina plenamente a língua portuguesa, um detentor dos conhecimentos gramaticais, uma vez que se toma a noção de língua pela de gramática. Assim, buscamos compreender de que forma esses pré-construídos se constituíram historicamente e que regiões do interdiscurso são mobilizadas para que intervenham como efeito de memória nos dizeres desses sujeitos. Por fim, analisamos o gesto autoral do revisor de textos da publicidade, observando a configuração histórica da noção de autoria, e percebendo que, a despeito da importância do revisor no processo, ele não deixa de ser visto como um sujeito de fora deste. No entanto, pelas análises, veremos que uma contradição se impõe em relação ao gesto de autoria do revisor de textos, fazendo com que este, ao mesmo tempo em que se percebe fora, seja visto como um parceiro na constituição desses discursos.In this research, based on the theory of Discourse Analysis proposed by Michel Pêcheux, we analyze the way the discourses about the text reviewer function in the discursive space of advertising, considering an experimental corpus, which consists of interviews with subjects involved in the reviewing phase of the advertising creative process. Based on the experimental corpus, we composed the analytical one, going back and forth between theory and object, as we mobilized the theoretical-analytical device from Discourse Analysis. It is possible to say that the analyzed object is quite specific and even contradictory, considering that, in general, advertising works with colloquial language while text reviewing can be seen as an attempt to armor the language, making it perfect and free from mistakes. However, by putting this contradiction into motion, we notice some other possibilities to think the language and the discursive space here analyzed. Thus, we understand the discursive space of advertising as a conflicting one, in which there is an hierarchical relation marked on the discourse of the subjects who occupy the discursive places of advertising copywriter, manager account and reviewer. We also perceived the power that the publisher has over the work of the reviewer, since he is the one who approves or not the textual alterations made by the text reviewer. This is specially seen in the discourses about the limits of the reviewer’s work. The relation language/text revision also permeates the discursive sequences, where we observe a relation of repeatability in a pre-constructed form: the text reviewer is described as a subject who completely dominates the Portuguese language, the bearer of grammatical knowledge, since the language is taken by its grammatical aspect. Thus, we aim at comprehending how these pre-constructed elements were historically constituted and which regions of the interdiscourse are mobilized in order to intervene as memory effect in the saying of these subjects. Finally, we analyze the authorial gesture of the advertising text reviewer, observing the historical configuration of the notion of authorship, and perceiving that, despite of the importance of the reviewer in the process, he does not cease to be seen as an external subject in it. Nevertheless, considering the last analyses, we will see that a contradiction is imposed regarding the gesture of authorship of the text reviewer, who, at the same time, perceives himself as external, and is seen as a partner in the constitution of these discourses.
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Miller, Jerry L. "Dynamics of political advertisements, news coverage, and candidate gender : a content analysis of the campaign messages of the 1990 and 1994 California and Texas gubernatorial elections /." Full-text version available from OU Domain via ProQuest Digital Dissertations, 1996.
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Silva, Janaina Michele de Oliveira. "Texto publicitário e o processo de identificação: um percurso entre ter e ser." Universidade de São Paulo, 2013. http://www.teses.usp.br/teses/disponiveis/8/8142/tde-06112013-100351/.
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Esta tese tem como objeto de estudo peças publicitárias impressas brasileiras, veiculadas na revista Veja, e está elaborada de modo a constituir-se como um trabalho que considera elementos característicos do discurso publicitário. Isso significa dizer que empregamos um olhar com foco não apenas em aspectos linguísticos como também em aspectos sociais, culturais e referentes à constituição do sujeito para a elucidação dos sentidos discursivos. Trata-se, portanto, de uma investigação que visa a discutir a produção do discurso publicitário impresso brasileiro de nossa contemporaneidade a partir do corpo textual de anúncios circulados em mídia impressa brasileira. Em suma, e sob essa perspectiva, investigamos a ação e a representação no modelo de peça publicitária empregada no Brasil, com a finalidade de compreender como essas práticas sociais afetam os leitores e seus porquês. Tendo em vista tal propósito, estruturamos esta tese em cinco capítulos, sendo que são discorridos no primeiro deles alguns dos conceitos predominantes ao longo do trabalho, tais como a intersecção entre linguagem e mercado, identificação, narcisismo, imaginário, voyeur, simulacro, simulação, discurso, etc.. No segundo capítulo, tratamos dos aspectos inerentes ao contexto social atual a partir de suas práticas sociais, dando a conhecer mais acerca da contemporaneidade, da mídia e da publicidade. Com o terceiro capítulo trazemos à discussão reflexões sobre a confluência entre a linguagem e aspectos psicanalíticos. E, por fim, no último capítulo, apresentamos fatores inerentes à constituição dos sentidos, no que tange ao imbricamento resultante dos valores expostos ou evocados no discurso publicitário. É a partir das contribuições que a Análise do Discurso, a Filosofia, a História Cultural, a Linguística, a Psicanálise e a Sociologia podem oferecer ao debate que assentamos as discussões desta investigação.This thesis has Brazilian printed advertising pieces as object of study, published in Veja magazine, and it is elaborated in order to consist of as a work which considers the characteristic features of publicity discourse. This means that we have applied an eye focused not only on linguistic aspects but also social, cultural and regarding the constitution of the subject to the understanding of discursive meaning ones. Therefore, it is a research that aims for discussing the production of Brazilian printed publicity discourse of our times from textual body of flowed advertisement on Brazilian media press. In short, and under this perspective, we have investigated the action and the representation in model of advertising piece used in Brazil, in order to understand how these social practices affect the readers and their whys. Bearing this purpose in mind, we have structured this thesis in five chapters, in which the first one there are considered some of the predominant concepts raised throughout the study, as the intersection between language and market, identification, narcissism, imaginary, voyeur, simulacrum, simulation, discourse, etc. In the second chapter, we consider aspects related to the current social context from their social practices, giving to know more about the contemporaneity, media and advertising. In the third chapter we bring up for discussion reflections about the confluence between language and psychoanalytic aspects. And, finally, in the last chapter, we present inherent factors to the constitution of senses, regarding to the overlapping resulting of the values exposed or evoked on publicity discourse. It is from the contributions Discourse Analysis, Philosophy, Cultural History, Linguistic, Psychoanalysis, Sociology can offer to the debate that we based the discussion from this research.
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COSTA, Ivandilson. "Análise do discurso da mídia: a reestruturação promocional do texto jornalístico." Universidade de Federal de Pernambuco, 2016. https://repositorio.ufpe.br/handle/123456789/18760.
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A presente investigação focaliza o processo de reestruturação da ordem do discurso jornalístico, recontextualizada em função do caráter mercadológico do discurso publicitário. Parte-se do princípio de que domínios e instituições sociais, cujo propósito não seja produzir mercadorias no sentido econômico restrito de artigos para venda, vêm a ser organizados e definidos em termos de produção, distribuição e consumo de mercadorias. Tendo como teoria de base a Análise Crítica do Discurso, procuramos tratar de três gêneros do domínio midiático jornalístico para exame do processo de recontextualização pelo movimento colonizador da publicidade: a capa de revista semanal de informação, a primeira página de jornal diário e as escaladas de telejornal. O trabalho procura se ancorar em uma pesquisa qualitativa e interpretativista de caráter documental. O material delimitado para a abordagem consta de exemplares de cada um dos gêneros em estudo, coletados da revista Veja, do jornal Folha de S. Paulo e do programa televisivo Jornal Nacional. Foi considerado para coleta o período de 19 de agosto a 24 de outubro do ano civil de 2014. Foram tomados para a composição do corpus todos e somente os gêneros produzidos e veiculados em mídia específica no referente período. Destes exemplares, foi tomado um número de dez, reduzidos a cinco de cada, como representativos para fins de geração, tratamento, codificação e análise dos dados, perfazendo um total de 15 exemplares. Dada a natureza do corpus, especialmente quanto a seu caráter de constituição de aparato de multimodalidade, foram tomados procedimentos analíticos erigidos pela Gramática do Design Visual, em seus significados acionais representacional, interativo e composicional. Resultados da pesquisa apontaram para uma reestruturação premente do texto jornalístico a partir de elementos próprios do discurso promocional, especialmente quanto ao design visual, emprego de recursos diagramáticos, de fotojornalismo, manutenção de marca publicitária, valor de notícia e itens lexicais. Produtos jornalísticos, por conseguinte, são tomados como inseridos em uma lógica comercial, apresentando-se sob a forma de mercadoria, pela mitigação de fronteiras entre os domínios midiático e aquele ligado à promoção e consumo, o publicitário.
The present research focuses on the process of restructuring the order of the journalistic discourse, taking into consideration the marketing character of advertising discourse. The starting point is that the principles of domain and social institutions whose purpose is not to produce goods in the strict economic sense of items for sale, are organized and defined in terms of production, distribution and consumption of goods. Based on the theoretical framework of Critical Discourse Analysis, we intend to address three genres of the order of the journalistic media discourse in order to exam the process of recontextualization by the settler movement of advertising: the weekly magazine cover information, daily newspapers front pages and television headlines. The work seeks to anchor in the qualitative research paradigm and of documentary nature. The data defined for the approach consists of copies of each gender in the study, collected from Veja magazine, Folha de S. Paulo daily news and Jornal Nacional TV show. The data collection period was considered from August 19th to October 24th of 2014. The research corpus taken into consideration were all compositions and only produced genres used on specific media in the related period. From these samples, were selected a number of ten, reduced to five of each, as representative for generation purposes, processing, coding and analysis of data, a total of 15 copies. Given the nature of the corpus, especially its character of multimodality apparatus constitution, analytical procedures were oriented by the Design Visual Grammar in their actional, representational, interactive and compositional meanings. The results pointed out to an urgent restructuring of the journalistic text from the own elements of promotional discourse, especially from the elements of the visual design, employment diagrammatic resources, photojournalism, advertising brand maintenance, news value and lexical items. Journalistic products, therefore, are taken as part of a business logic, presenting itself in the form of goods, by the mitigation boundaries between media domain and that related to the promotion and consumer advertising.
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Gabriel, Edgar Godoi. "Frases sem texto na publicidade: discursos em torno de um Brasil bilíngue." Pontifícia Universidade Católica de São Paulo, 2018. https://tede2.pucsp.br/handle/handle/20886.
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Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPq
Only few people would dare to challenge the importance of English in the globalized world we live in. To speak English has become a must for those Brazilians who are beginning or developing their career. Thus, language schools strive to persuade society, through their advertisings, of the importance of their services to insert the country in the globalized world. In this scenario, two companies stand out: Wizard and Pearson. Wizard is the world’s largest language school, with more than 1,200 branches where more than 500,000 people study per year. In 2013, Pearson the world business education leader acquired Wizard. In partnership, they released Nação Bilíngue [Bilingual Nation], Wizard’s largest advertising campaign, whose mission is ‘to transform Brazil into a bilingual nation’. We can find lots of studies on Advertising, however, the ones focusing on phrases without text (i.e. slogans, proverbs, sayings…) in language schools’ advertisings are still incipient. Advertising discourse is a profitable field for the so-called phrases without text, especially in the Digital Era, due to its spatiotemporal coercions. From a verbal and visual point of view, this dissertation aims at analyzing the discourses conveyed in the Nação Bilíngue (2014-2017); more specifically, to understand the effects of meaning production in/by the phrases without text in the Nação Bilíngue’s digital banners. Collected from Wizard’s websites, blogs, and social networks, corpus study consists of seven digital banners which belong to Nação Bilíngue three phases: Manifesto (2014-2015), Delivering Results (2016), and Anthem (2017). The analyses are based on the notions of Phrases without text, Hyper-Enunciator, and Discursive Ethos such as advocated and developed by Dominique Maingueneau. The results show that the discourses circulating in Nação Bilíngue produce the effects of meaning that English is both a means of insertion in the globalized world and a means of ascending social strata. They also indicate that, unlike conventional advertising slogans, the ones of Nação Bilíngue reveal their mimotopic character, that is, their capability to adapt to or to metamorphose into other discourses, even pretending to be a non-advertising
Atualmente, poucos ousariam contestar a importância da Língua Inglesa no mundo globalizado em que vivemos. No Brasil, saber se comunicar em inglês passou a ser uma necessidade para quem está entrando no mercado de trabalho ou deseja progredir na carreira profissional. Por meio da publicidade, institutos/escolas de idiomas têm buscado persuadir a sociedade da importância de seus serviços para a inserção do país no mundo globalizado. Nesse contexto, sobressaem-se duas empresas: Wizard e Pearson. A Wizard é a maior rede de escolas de idiomas do mundo, com mais de 1.200 unidades, por onde passam mais de 500 mil alunos por ano; em 2013, foi adquirida pela Pearson, líder mundial em negócios em educação. Juntas, lançaram, em 2014, Nação Bilíngue, a maior campanha publicitária da Wizard, cuja missão é “transformar o Brasil em uma nação bilíngue”. De modo geral, a publicidade tem sido objeto frequente de estudos acadêmicos, no entanto, ainda são incipientes as pesquisas que se debruçam sobre a circulação das chamadas frases sem texto (slogans, provérbios, ditos populares...) na publicidade de institutos/escolas de idiomas. Daí a importância deste trabalho, que tem por objetivo analisar, do ponto de vista verbal e visual, os discursos veiculados na campanha publicitária Nação Bilíngue (2014-2017), mais especificamente, depreender os efeitos de sentido produzidos nas/pelas frases sem texto que circulam nos cartazes/banners digitais da referida campanha. Coletados das páginas digitais (websites, blogs e redes sociais) da escola de idiomas Wizard, o corpus é constituído por sete cartazes/banners, referentes às três fases iniciais da campanha: Manifesto (2014-2015), Entrega Resultados (2016) e Hino (2017). As análises fundamentam-se nas noções de Frases sem texto, Hiperenunciador e Ethos Discursivo, como preconizadas e desenvolvidas por Dominique Maingueneau. Os resultados mostram que os discursos que circulam na campanha publicitária Nação Bilíngue produzem o efeito de sentido segundo o qual a língua inglesa é tanto uma forma de inserção no mundo globalizado quanto um meio de ascensão social. Indicam ainda que, diferentemente dos slogans publicitários convencionais, os de Nação Bilíngue revelam seu caráter mimotópico, isto é, sua capacidade de adaptar-se a ou metamorfosear-se em outros discursos, simulando até mesmo ser uma não publicidade
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Abdul-Ghani, Aniswal. "The language of advertising : a contrastive study of advertising texts in British English, Malaysian English and Malay." Thesis, University of Surrey, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.322546.
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Carrillo, Navarro Paz. "El eslogan electoral español (1975-2000). Estructuras fundamentales." Doctoral thesis, Universidad de Murcia, 2009. http://hdl.handle.net/10803/10946.
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La presente investigación aborda el estudio de un tipo de texto de la comunicación de masas: el eslogan. La perspectiva adoptada es la lingüística. Concretamente, nos proponemos analizar las estructuras sintácticas fundamentales en la elaboración del eslogan electoral español entre los años 1975 y 2000. Este objetivo general del proyecto de tesis se concreta en tres objetivos particulares:1) Elaboración de un corpus documental de eslóganes políticos electorales representativo de esta etapa de la historia política española.2) Consideraciones teóricas acerca del eslogan y de su contexto. Trataremos de definir y de delimitar nuestro objeto de estudio: el eslogan político electoral. De igual modo, daremos cuenta del contexto histórico, social y político en el que fueron emitidos. 3) Análisis del corpus. Finalmente, afrontaremos el análisis de las principales estructuras sintácticas del eslogan electoral y ofreceremos una interpretación de su rentabilidad en este tipo de texto.This research raises the study of a type of mass communication text: the slogan. It has been adopted a linguistic perspective. Precisely, we propose to analyze the basic syntactic structures used to write the spanish electoral slogans between the years 1975 and 2000.This general objective of the thesis project is materialized by three particular objectives:1) Preparation of a documentary corpus of electoral political slogans representative of this period of the Spanish political history. 2) Theoretical considerations about the slogan and its context. We will try to define and specify our object of study: the electoral political slogan. In the same way we will provide the historical, social and political context in which they were issued.3) Corpus analysis. Finally, we will face up to the analysis of the main syntactical structures of the electoral slogan and we will offer an interpretation of its profitability in this kind of text.
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Cowie, James Reid. "Automatic analysis of descriptive texts." Thesis, University of Strathclyde, 1990. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.387066.
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Dumrongwong, Konpanas. "Analysis of IPO advertising." Thesis, University of Exeter, 2013. http://hdl.handle.net/10871/15277.
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This research investigated the market conditions caused by IPO advertising by examining the impact of IPO advertising, based on the US stock market from 1986 to 2009. The relationship between advertising intensity in the IPO year and the degree of IPO underpricing was examined. It was found that IPO advertising is an inappropriate way to convey a firm's true value of IPO to market participants. An increase in advertising intensity around an IPO event increases the degree of initial returns. Simultaneously, however, advertising intensity around an IPO event also increases the post-IPO initial-return uncertainty, which raises the question as to whether advertising serves primarily as a mechanism to convey a firm's true value to investors. The theoretical valuation of IPO, the relation between IPO advertising and the degree of stock overvaluation and the relation between IPO advertising and long-run performance of IPO are discussed. Based on the Peasnell (1982)'s residual income valuation framework (henceforth RIV), IPO advertising was proved to cause stock price to be more overvalued in the secondary market: a positive relationship was found between advertising and the degree of stock overvaluation relative to its theoretical value. The stock price tends to revert back to its fundamental value in the long run a few years after IPO. The link between advertising intensity and long-run performance was investigated. The Fama French 3-factor model and Carhart 4-factor model were employed, with investment horizons of one, two, three and four years. While advertising is relevant to a firm’s value in the IPO year, the degree of advertising in the IPO year is unrelated to its value two and three years following the IPO event. The view that advertising serves primarily as a form of intangible asset that enhances future earnings (i.e., a 4 firm's value) is unable to account for the degree of underpricing. Accordingly, an alternative hypothesis, that advertising inflates the short-run stock price, was proposed. The results of this study are consistent with the view of Purnanandam and Swaminathan (2004), namely that the stock price of newly listed firms can be overvalued.
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Tribble, Chris. "Writing difficult texts." Thesis, Lancaster University, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.287113.
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Adab, Beverly. "Translation strategies and cross-cultural contraints : a case study of the translation of advertising texts." Thesis, Aston University, 1997. http://publications.aston.ac.uk/14832/.
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Since the transfer of a message between two cultures very frequently takes place through the medium of a written text qua communicative event, it would seem useful to attempt to ascertain whether there is any kind of pattern in the use of strategies for the effective interlingual transfer of this message. Awareness of potentially successful strategies, within the constraints of context, text type, intended TL function and TL reader profile will enhance quality and cost-effectiveness (time, effort, financial costs) in the production of the target text. Through contrastive analysis of pairs of advertising texts, SL and TL, French and English, this study will attempt to identify the nature of some recurring choices made by different translators in the attempt to recreate ST information in the TL in such a manner as to reproduce as closely as possible the informative, persuasive and affective functions of the text as advertising material. Whilst recurrence may be seen to be significant in terms of illustrating tendencies with regard to the solution of problems of translation, this would not necessarily be taken as confirmation of the existence of pre-determined or prescriptive rules. These tendencies could, however, be taken as a guide to potential solutions to certain kinds of context-bound and text-type specific problem. Analysis of translated text-pairs taken from the field of advertising should produce examples of constraints posed by the need to select the content, tone and form of the Target Text, in order to ensure maximum efficacy of persuasive effect and to ensure the desired outcome, as determined by the Source Text function. When evaluating the success of a translated advertising text, constraints could be defined in terms of the culture-specific references or assumptions on which a Source Text may build in order to achieve its intended communicative function within the target community.
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Hsin-Yi, Chang. "Analysis of false internet advertising /." Tamsui : Tamkang University, Tamkang University, Graduate Institute of International Trade, 2006. http://etds.lib.tku.edu.tw/etdservice/download_file?etdun=U0002-0202200611002800&fileName=tku-95-691480221-1.pdf.
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Mdumela, Tsakani Amos. "A genre analysis of texts in Xitsonga." Thesis, Stellenbosch : Stellenbosch University, 2002. http://hdl.handle.net/10019.1/49715.
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Thesis (PhD)--University of Stellenbosch, 2002.ENGLISH ABSTRACT: The recent introduction of the outcomes-based curriculum for the learning field language, literacy and communication has revealed a number of essential areas of research in African languages that urgently need to be addressed if this curriculum for African Languages is to be successfully implemented with the necessary theoretical basis as support. This dissertation addresses one such research issue, the genre-based approach to Xitsonga texts within the broad field of language and literacy. This study wil] first explore different models of writing approaches that relate to the analytic approach to genre literacy, including the traditional progressivist approach, the Bereiter and Scardamalia approach, and Grabe and Kaplan's (1996) model. It will be argued that Grabe and Kaplan's model is suitable as a framework for teaching writing, because it incorporates the ethnography of writing which entails that a detailed analysis of texts should address the following questions: who writes what to whom, for what purpose, why, when and how? The use of the ethnography of writing in the analysis of texts according to Grabe and Kaplan's model also explores factors such as the communicative purpose, the culture and the community in which the text is produced. This is investigated through the text-linguistic analysis of the nine Xitsonga written speeches where the speech genre has an identifiable format including an introduction, middle and ending. This study also explores the relationship between the ethnography of writing, the Grabe and Kaplan's theory of text construction, the learning outcomes 4 and 5 of grades 7, 8 and 9 and their related assessment standards. Attention is given to prescribed texts and the taxonomy of academic writing skills, knowledge bases and processes, using some of the nine Xitsonga written speeches for illustrative purposes. This study explores questions of how Grabe and Kaplan's model can be effectively employed in the analysis of texts within the framework of Curriculum 2005 in the teaching of language. This study further focuses on the teaching of Xitsonga as a language subject within a multilingual education system. It is argued that in order to develop Xitsonga terminology for teaching content subjects, resources must be put in place, both materially and financially. It will be argued that Xitsonga should be taught as a language subject and . used as a medium of instruction in content subjects in conjunction with English across the curriculum within a bilingual education policy in order to enhance teaching and learning. Learners who have Xitsonga as first language will be able to apply the writing skills acquired in the teaching of writing of Xitsonga as a language subject in their learning across the curriculum.
AFRIKAANSE OPSOMMING: Die resente invoer van die uitkoms-gebaseerde kurrikulum vir die leerarea tale, geletterdheid en kommunikasie het 'n aantal areas van noodsaaklike navorsing in die Afrikatale aan die lig gebring wat dringend aangespreek moet word om hierdie kurrikulum suksesvol te implementeer vir die Afrikatale. Hierdie proefskrif ondersoek een van hierdie navorsingsvraagstukke, naamlik die genre-gebaseerde benadering tot die analise van Xitsonga tekste binne die bree veld van taal en geletterdheid. Die studie sal eers 'n ondersoek doen van verskillende modelle van skryfbenaderings wat verband hou met die analitiese benaderings tot genre geletterdheid, insluitende die tradisionele progressivistiese benadering, Die Bereiter en Scardamalia benadering, en Grabe en Kaplan (1996) se model. Daar sal aangevoer word dat Grabe en Kaplan se benadering 'n toepaslike raamwerk vir skryfonderrig is, aangesien dit die etnografie van skryf inkorporeer, wat meebring dat 'n gedetailleerde analise van tekste die volgende vrae moet aanspreek: Wie skryf wat aan wie vir watter doel, waarom, wanneer en hoe? Die gebruik van die etnografie van skryf in die analise van Xitsonga tekste volgens Grabe en Kaplan se model ondersoek ook faktore soos die kommunikatiewe doelstelling, kultuur en die gemeenskap waarin die teks geproduseer word. Hierdie vrae word ondersoek deur die analise van nege geskrewe toesprake in Xitsonga, waar die toespraak genre 'n identifiseerbare formaat het, insluitende 'n inleiding, 'n middel en 'n slot. Die studie ondersoek ook die verband tussen die etnografie van skryf, die Grabe en Kaplan teorie van tekskonstruksie, die leeruitkomste 4 en 5 van Graad 7, 8 en 9, en hulle verwante assesseringsstandaarde. Aandag word gegee aan voorgeskrewe tekste en die taksonomie van skryfvaardighede, kennis basisse en prosesse, met verwysing na die nege geskrewe tekste in Xitsonga. Die studie ondersoek vrae oor hoe Grabe en Kaplan se model effektief ingespan kan word in die analise van tekste binne die raamwerk van kurrikulum 2005 in die onderrig van taal. Die studie fokus voorts op die onderrig van Xitsonga as 'n taalvak binne 'n meertalige opvoedkundige stelsel. Daar word aangevoer dat ten einde Xitsonga terminologie te ontwikkel vir die onderrig van inhoudsvakke, moet die nodige hulpbronne daarvoor voorsien word. Daar word ook aangevoer dat Xitsonga as 'n taalvak in die onderrig van inhoudsvakke, in samehang met Engels vir laasgenoemde, oor die kurrikulum ten einde leer en onderrig te bevorder. Leerders wat Xitsonga as 'n eerste taal het, sal in staat wees om die skryfvaardighede wat hulle verwerf her in die onderrig van skryf in Xitsonga as 'n taalvak in hulle leer oar die kurrikulum.
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Jancsary, Dennis, Markus Höllerer, and Renate Meyer. "Critical analysis of visual and multimodal texts." SAGE, 2016. http://epub.wu.ac.at/6126/1/Dennis_etal_2016_SAGE%2Dcritical%2Danalysis.pdf.
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Starr, John Michael. "Quantitative analysis of the Aramaic Qumran texts." Thesis, University of Edinburgh, 2013. http://hdl.handle.net/1842/8947.
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Ηirbet-Qumran lies about 15km south of Jericho. Between 1947 and 1956 eleven caves were discovered that contained thousands of fragments, mainly of prepared animal skin, representing approximately 900 texts many of which are considered copies. Over 100 of these texts are in Aramaic, though many are short fragments. The provenance of these texts is uncertain, but the fact that copies of some of them are known from beyond Qumran indicates that not all the Aramaic texts found at Qumran are likely to have originated there, though Qumran may have been a site where they were copied. Hitherto, this Aramaic corpus has been referred to as a single entity linguistically, but increasingly it is recognized that heterogeneity of textual features is present. Such heterogeneity may provide clues as to the origins of different texts. The current classification of Qumran texts is in terms of the cave they were found in and the order in which they were found: it does not provide any information about textual relationships between texts. In this thesis I first review the literature to identify suitable quantitative criteria for classification of Aramaic Qumran texts. Second, I determine appropriate statistical methods to classify edited Aramaic Qumran texts according to quantitative textual criteria. Third, I establish ‘proof of principle’ by classifying Hebrew bible books. Fourth, I classify the Aramaic Qumran texts as a corpus without reference to external reference texts. Fifth, I investigate the alignment of this internally-derived classification with external reference texts. Sixth, I perform confirmatory analyses to determine the number of different text-type groups within the corpus. Seventh, I use this classification to allocate previously unclassified texts to one of these text-types. Finally, I examine the textual characteristics of these different text-types and discuss what this can tell scholars about individual texts and the linguistic development of Aramaic during Second Temple Judaism as reflected by Qumran.
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Allie-Ebrahim, Ferial. "Students, texts and mathematics : an analysis of mathematics texts and the construction of mathematics knowledge." Master's thesis, University of Cape Town, 2001. http://hdl.handle.net/11427/10064.
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Bibliography: leaves 149-155.This study deals with a systematic description of student production of mathematics texts and focused on written texts that appeared to be legitimate yet could not be upheld by a principled verbal description. A search of the literature on the analysis of students texts revealed that semiotic analysis, was not only scarce, but ideally suited to examining the social organisation of school mathematics practice. This study examines how student texts produced in response to typical school mathematics problems can, via a systematic analysis of texts, index the construction of mathematics knowledge. It outlines Dowlings' model of Social Activity Theory (1998) to produce a textual analysis which focuses on textual strategies to distribute message. These strategies and the message underpin the analysis. Practices that establish the message distributed indexes mathematics knowledge and curriculum practices. The notion of a mathematising gaze informing school practice was explored and was related to the construction of existing and pre-existing mathematics knowledge. To locate the effects of a mathematics gaze that could produce texts that lacked discursive elaboration in verbal discriptions, a comprehensive list of ideal types were developed to act as an interface between the empirical text produced that acted as a reading for constructive description of the theoretical terrain.
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Smith, Karen Louise. "The translation of advertising texts : a study of English-language printed advertisments and their translations in Russian." Thesis, University of Sheffield, 2002. http://etheses.whiterose.ac.uk/3044/.
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Since the end of Communism, adverts for Western products have been flooding onto the Russian market. These have undergone translation, with strategies ranging from complete transference of the source text into the target culture, to the creation of new texts based on advertisers' briefs. The choice of strategy, it appears, is dependent on the power balance between the agents of translation, including not only translators, but advertisers, designers, governments, text receivers and on the cultural, historical and economic situation in which the translation takes place. This thesis suggests advertisement translation be considered in terms of power, culture and history. A postcolonial framework is used to set out changes in translation strategy, emphasize the role of power differentials and make predictions for practice. Seeing translated adverts as `contact zones' where different cultures meet, the empirical research centres on the absorption of the `dominant's' culture into that of the `subjugated', and focuses on the interaction of `foreign' and `native' elements in these translated adverts. A parallel corpus of contemporary English adverts, their translated Russian pairs, and a control corpus of native Russian adverts provides the research data. A taxonomy of rhetorical figures employed in advertising headlines is constructed and their translation investigated, highlighting rhetorical trends, and instances where translators have been hindered by advertisers. The visibility of the linguistic Other is examined with reference to loanwords, loan meanings, calques and word formation; and two case studies relating to colour terms and names. Finally, the power relations between companies, customers and intermediaries are discussed in light of their portrayal in the translated adverts. The results show that the `post-colonial' contact zone is a mixture of `colonizer' and `colonized'; and demonstrate the necessity of giving translators the power their expert status deserves if translated adverts are to persuade the target audience.
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Sardinha, Antonio Paulo Berber. "Automatic identification of segments in written texts." Thesis, University of Liverpool, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.364227.
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Tannahill, Sheryl L. "Navy advertising -- from budget to execution : a trend analysis of national advertising awareness /." Thesis, Monterey, Calif. : Springfield, Va. : Naval Postgraduate School ; Available from National Technical Information Service, 1996. http://handle.dtic.mil/100.2/ADA312910.
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Palacios, Annamaria da Rocha Jatobá. "As marcas na pele, as marcas no texto: sentidos de tempo, juventude e saúde na publicidade de cosméticos em revistas femininas durante a década de 90." Programa de Pós-Graduação em Comunicação e Cultura Contemporâneas, 2004. http://www.repositorio.ufba.br/ri/handle/ri/11292.
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O trabalho investigativo identifica como as marcas discursivas de tempo, juventude e saúde participam da construção do universo enunciativo da publicidade impressa de cosméticos, produzida na década de 90 e veiculada nas revistas femininas brasileiras Elle, Marie Claire e Claudia. Em perspectiva analítica, aborda, inicialmente, os três principais marcos teóricos da pesquisa: a) insere o tempo como categoria social e foco central de análise para o entendimento das transformações sociais nas últimas décadas do século XX; b) discute o conceito de saúde perfeita e modelos que sugerem novas maneiras de se tratar o corpo, a saúde e a beleza, na cultura contemporânea; c) situa criticamente o papel da publicidade como uma prática que reforça e instaura matrizes de sentidos e percepções sociais na atualidade. Em um segundo momento, explicita e justifica o compromisso teórico-metodológico, preferencial mas não esxclusivo, com a prática instrumental e analítica da análise de discurso. Em um terceiro momento, aborda aspectos do amplo universo discursivo da publicidade contemporânea. Ao final, realiza a análise dos anúncios publicitários de cosméticos que compõem o corpus da pesquisa, à luz do referencial teórico-metodológico apresentado ao longo do trabalho. A análise traz à mostra alguns mecanismos específicos de funcionamento da publicidade de cosméticos, ao mesmo tempo em que confirma e elucida princípios norteadores da prática discursiva e social da publicidade contemporânea.
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Tei, Chiew Siah. "Chinese texts, Western analysis : from film to novel." Thesis, University of Glasgow, 2007. http://theses.gla.ac.uk/3992/.
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This study explores perceptions of Chinese texts by Western audiences while looking into the interrelation between film and literature. This is done by two means: firstly, through a detailed discussion of film adaptations with the focus on Chinese cinema, and secondly, through a practical demonstration of a filmic style in prose fiction in the form of an original book-length piece of fiction. Using Bakhtin’s ‘dialogism’ as the point of departure, the research on adaptations adopts an intertextual approach of adaptation theory as developed by Robert Stam, looking into the intertextual relationship between a hypotext (a source text) and a hypertext (film adaptation). The analysis of Raise the Red Lantern by Zhang Yimou (1991) and Crouching Tiger, Hidden Dragon by Ang Lee (2001) concludes that both films contain elements of familiarity and strangeness for Western audiences, an uneasy mix of intimacy and exoticism which underpins their appeal. However, this phenomenon is unintended by the filmmakers themselves, chiefly because, firstly, the directors’ exposure to Western film art has contributed to the use of techniques that are familiar to Western audiences in the making of their films, and, secondly, the elements of strangeness are related to the natures of the films, the cultural elements involved and the locations in which the films are made, which are unfamiliar to a Western audience. The writing of the novel, Little Hut of Leaping Fishes, reveals the necessity of incorporating cultural elements into a narrative that is set in a time and place where the culture is deeply rooted. My background as a fourth-generation Chinese in Malaysia informs my urge as an artist and critic to explore aspects of my own cultural identity. The main concern, which is the key discovery of this experiment, is that once a writer understands the shared creative mechanism between film and literature, he can place a camera before his pages to capture the scenes he carefully arranged, making the page a screen onto which images as well as words can be projected.
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Babcock, Bryan C. "An exegetical analysis of [gōren] in biblical texts and its cognates in selected West Semitic texts." Theological Research Exchange Network (TREN), 2005. http://www.tren.com/search.cfm?p090-0320.
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Giaccardi, Chiara. "Advertising on television : a comparative sociosemiological analysis." Thesis, University of Kent, 1991. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.303325.
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Christidis, Tania. "Poetry and advertising analysis of communication principles." Thesis, University of Reading, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.251693.
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Liu, Shubo. "Advertising greenness in China : a critical discourse analysis of the corporate online advertising discourse." Thesis, University of Edinburgh, 2015. http://hdl.handle.net/1842/11738.
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A growing number of companies, both multinationals and local firms, have begun to adopt the idea of sustainability development, and develop and market their green products/services with green advertising in developing countries. However, in the context of China where the idea of commercial environmentalism or green consumption is emerging and transported from the West, it is not clear that how the green consumption is advocated and how consumption practices are connected to environmental protection, and how the meaning of green consumption is constructed by firms operating in China. This study explores the Internet as a rich text for environmental marketing by analyzing the ways firms showcase details of their green products/services, production methods, business philosophy and other facets of their environmental practices and values. The online promotional information can be seen as corporate green advertising. Focused on the advertisings from corporate websites, and through the analytical framework of Critical Discourse Analysis (CDA) (e.g., Faircloug, 1992; 1995(a) (b); Wodak and Chilton, 2005), this study presents how a number of environmental conscious firms in China are portraying and promoting their environmental responsible image and green products/services, and aims to examine what firms are really telling and how they are discursively constructing corporate “greenness”. Based on the analyses of green advertisements from websites of four case companies (two MNCs in China: General Electric in China, Unilever in China, and two Chinese local firms: BYD automobile, and Landsea Real Estate), the study suggests that corporate green advertising discourse plays an active role in defining “reality” of greenness and imbuing meanings of consumption into environmentalism, as well as in achieving the hegemonic construction of corporate greenness. In addition, the corporate greenness is anthropocentric and embraces consumerist and post-materialist values. Instead of endorsing the environmentalism which appeals for a change of the current over-consumption lifestyle in capitalist development, the corporate green advertising strategically integrates lineages from green discourse of ecological modernization and political discourse of neoliberalism. In addition to similarities, dissimilarities existing between discourses from MNCs’ and Chinese local firms are identified in two aspects: greenness integration and greenness level. The differences in advertising discourses derive from both organizational resources and firms’ embedded economic, historical, and social-cultural contexts. Such differences prove the mutual constitutive or dialectical relationship between language and society and develop the argument that although firms play active role in constructing discourse, and green advertising discourse can be seen as corporations’ discursive approach to achieve environmental governance, their discourse is nevertheless constrained by both organizational internal and external influences.
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Wang, Weize. "A Content Analysis of Reliability in Advertising Content Analysis Studies." Digital Commons @ East Tennessee State University, 2011. https://dc.etsu.edu/etd/1375.
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Content analysis is a systematic research method for examining symbolical content in communication by recording or transcribing these messages into categories. Reliability is one of the most distinctive attributes of content analysis methodology comparing to other techniques in communication. A content analysis was conducted by analyzing the method sections of published journal articles in Communication Abstracts from January 2006 through January 2011 by searching "advertising" and "content analysis". Results suggested that television is still the most focused medium in advertising content analysis research. Most of the content analysis studies employed 2 coders for coding reliability assessment data and final data. Moreover, content analysis researchers had improved in reporting reliability and reliability coefficients. However, there was a low percentage of studies that reported specific reliability for each variable as well as the lowest acceptable level for the reliability coefficients.
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Li, Meng. "Narrative Advertising." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etd/2485.
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Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as a way to learn brand meaning and generate future narratives that could be applied to creative message strategy.
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Lau, Lai Lai Cubie. "The argument structure of fund-raising texts." HKBU Institutional Repository, 2001. http://repository.hkbu.edu.hk/etd_ra/385.
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Schudel, Emily Kay. "Elicitation and analysis of Nakoda texts from southern Saskatchewan." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1997. http://www.collectionscanada.ca/obj/s4/f2/dsk2/ftp01/MQ30555.pdf.
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Bailey, S. N. "A semiotic analysis of texts relevant to childhood bereavement." Thesis, University of Salford, 2013. http://usir.salford.ac.uk/29415/.
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Studies of childhood bereavement suggest that communication is a crucial issue for adults and for children (Silverman and Worden, 1993). Closed communication seems to be a ‘natural’ adult response and this seems to be shared by some professionals. This study was designed to explore aspects of communication between adults and children experiencing loss or impending loss. The study consisted of five investigations: 1) An analysis of narratives obtained in interviews with 4 adults bereaved in childhood; 2) An exploration of 8 narratives illustrating the theme of children’s grief in literature; 3) An exploration of communication strategies used by 6 counsellors working with bereaved children; 4) An exploration of 6 counsellors’ communication strategies obtained by interviews with counsellors and volunteers and 5)An evaluation of a support programme using qualitative data from brief interviews with 24 participating children, attending 2 distinct, age appropriate, groups. A semiotic analysis of texts culled from the investigations was carried out. In Investigations 1 and 2, it was established that silence functioned as a sign whilst, unsurprisingly, the investigations in which counsellors’ communication was analysed (3 and 4) showed that empathy and dialogue were central. The specific question addressed in the first investigation was whether closed communication had operated in the lives of bereaved children who are now adults and, in the second, whether this is found across generations and cultures. The findings in both cases gave an affirmative answer. The evaluation of group support for 24 children suggested that the programme had been helpful in resolving shorter term effects of loss and lends some support to the notion of ‘Continuing Bonds’. The research question formulated for the study was: What psychological tools, including signs, operate in adult-child communication in this context. The main finding was that both open and closed styles of communication are employed.
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Maruma, Mamalatswa Walburga. "A genre-theoretic analysis of sports texts in Sepedi." Thesis, Stellenbosch : Stellenbosch University, 2004. http://hdl.handle.net/10019.1/49820.
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Thesis (MA)--Stellenbosch University, 2004.ENGLISH ABSTRACT: This study utilises the theoretical framework of text construction developed by Grabe and Kaplan (1996) for the analysis of Sepedi sports articles from Bona Magazine. This includes linguistic elements which are applicable in language learning to equip learners with analytic skills. These skills are indicated in the Curriculum 2005 for the learning area: languages. These skills will enable learners to analyse the discourse structure of written texts effectively. Use is made of various textlinguistic strategies for analysing written genre texts on sports matters. Including these strategies in language learning and teaching situation will help learners to understand how language is used in text analysis. In order to demonstrate how to analyse texts practically, these strategies are investigated through sports texts from Bona Magazine. This study demonstrates the importance of generic factors for a proper analysis of texts. These factors include the community in which the text is produced, cultural factors and the communicative purpose of a text. In exploring the generic features of texts, the definition of the term text is investigated, including all its characteristics, textlinguistic construction and levels of text analysis are also identified. This study demonstrates the importance of including the parameters of the ethnography of writing advanced by Grabe and Kaplan (1996) in the analysis of the linguistic structure of texts. The ethnography of writing entails that a thorough text analysis should address the following question: AWho writes what to whom for what purpose, why, when and hews. The study examines the importance of utilising text analysis in language learning and teaching. The study also demonstrates the relationship between the theoretical aspects examined and the learning outcomes of Curriculum 2005. The study thus demonstrates how the theoretical framework discusses is applicable in the analysis of Sepedi texts.
AFRIKAANSE OPSOMMING: Hierdie studie maak gebruik van die teoretiese raamwerk van tekskonstruksie ontwikkel deur Grabe en Kaplan (1996) vir die analise van Sepedi sport artikels vanuit die BONA tydskrif. Hierdie tekslinguistiese model sluit in die linguistiese elemente wat toepaslik is in taalleer en wat leerders met analitiese vaardighede toerus. Hierdie vaardighede word in Kurrikulum 2005 gespesifiseer vir die leerarea van tale. Hierdie vaardighede stelleerders in staat om die diskoers struktuur van geskrewe teks te analiseer. Die studie maak gebruik van In verskeidenheid tekslinguistiese strategieë vir die analise van geskrewe genres oor sportsake. Die insluiting van die onderrig van hierdie strategieë sal leerders help om te verstaan hoe taal gebruik word in terme van teksanalise. Ten einde die praktiese toepassing van die analise van tekste te illustreer, word die betrokke tekslinguistiese strategieë ondersoek met verwysing na die BONAtekste. Die tesis demonstreer die belang van genre-analitiese eienskappe in die analise van tekste. Hierdie faktore hou o.a. verband met gemeenskap waarin die teks geproduseer word, kulturele faktore, en die kommunikatiewe doelstelling van die teks. In die ondersoek van die genre-analitiese eienskappe van tekste, word die definisie van die term teks ondersoek, insluitende die tekslinguistiese konstruksie en die vlakke van teks-analise. Die studie demonstreer voorts die belang van die parameters van die etnografie van skryf, soos voorgestel deur Grabe en Kaplan in die analise van die struktuur van tekste. Die etnografie van skryf hou in dat In deeglike analise van tekste die volgende vrae moet aanspreek: "Wie skryf wat aan wie, vir watter doel, hoekom, waar en hoe." Die studie ondersoek die belang van die gebruik van teksanalise in leer en onderrig. Die studie demonstreer ook die verband tussen teoretiese aspekte en die leeruitkomste van Kurrikulum 2005. Die studie toon aan hoe die teoretiese raamwerk toepaslik is in die analise van Sepedi tekste.
SEPEDI SENAGANWA: Kakanyothema ye e somisa kakanyo ya semolomo ya hlamo ya dingwalwa, ye e tSweletSwago ke Grabe Ie Kaplan (1996) tshekatshekong ya dingwalwakgolo tsa dipapadi go tswa kqatisobakenq ya Sepedi. Se se akaretsa dithopolelo tseo di lego maleba thutopolelong yeo e hlamago barutwana ka mabokgone a go sekaseka. Mabokgone a tSwelela lenaneothutong la 2005 mafapheng a boithutelo a maleme. Go somisitSwe mekgwa ya go fapana ya temanapolelo go sekaseka dingwalwa tsa go amana le tsa dipapadi. Go akaretsa mekgwa ye go ruteng le go ithuteng polelo go tla thusa barutwana go kweslsa ka moo polelo e somiswago tshekatshekong ya dingwalwa. Go laetSa tirlso tshekatshekong ya dingwalwa, mekgwa ye ya tshekatsheko e nyakisisitswe ka go sornlëa dingwalwa tsa dipapadi go tswa go kqatlsobaka ya Bona. Kakanyothema ye e bea pepeneneng bohlokwa bja dinhla tsa besetshaba tshekatshekong ya maleba ya dingwalwa. Dinhla tseo di akaretsa lefelo leo sengwalwa se hlamilwego go lona, dinhla tsa setso le morero woo 0 tsweletswaqo ke sengwalwa. Go nyakisiseng ka ga ponagalo tSa besetshaba. hlathollo ya lereo le 'sengwalwa' e nyakisisitSwe, go akeretse le dipharoloqantsho tsa sona, hlamego ya temanapolelo le magato a go sekaseka sengwalwa a laedltswe, Thuto ye e laetSa bohlokwa bja go akaretSa le hlaloso ya phapantsho ka hlalososemahlale ya go ngwalwa bjalo ka ge e tsweletswa ke Grabe le Kaplan (1996) tshekatshekong ya dibopego tsa polelo tsa dingwalwa. Hlalososemahlale e tsweletsa gore tshekatsheko ye etebilego ya dingwalwa e swanetse go araba potslso tse di latelago: 'Mang 0 ngwalela mang, go tsweletsa eng, ka baka lang, kae, neng, bjang?' Kakanyothema ye e lekodlslêa bohlokwa bja go somrsa tshekatsheko ya dingwalwa go ruteng le go ithuteng polelo. Thuto ye e laetsa le tswalano ye e lego gona gare ga dinhla tSasemolomo tseo di lekotSwego le ditebanyo tsa boithutelo tsa lenaneothuto la 2005. Ke ka fao kakanyothema ye e beago pepeneneng ka moo kakanyosemolomo yeo e hlalosïtsweqo e ka diriswago tshekatshekong ya dingwalwa tsa dipapadi tsa Sepedi.
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Mpola, Mavis Noluthando. "An analysis of oral literary music texts in isiXhosa." Thesis, Rhodes University, 2007. http://hdl.handle.net/10962/d1012909.
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This study examines the relationship between composed songs in isiXhosa and the field of oral literature. In traditional Xhosa cultural settings, poetry and music are forms of communal activity enjoyed by that society. Music and poetry perform a special social role in African society in general, providing a critique of socio-economic and political issues. The research analyses the relationship that exists between traditional poetry, izibongo, and composed songs. It demonstrates that in the same way that izibongo can be analysed in order to appreciate the aesthetic value of an oral literary form, the same can be said of composed isiXhosa music. The art of transmitting oral literature is performance. The traditional izibongo are recited before audiences in the same way. Songs (iingoma) stories (amabali) and traditional poetry (izibongo) all comprise oral literature that is transmitted by word of mouth. Opland (1992: 17) says about this type of literature: “Living as it does in the performance is usually appreciated by crowds of people as sounds uttered by the performer who is present before his/her audience.” Opland (ibid 125) again gives an account of who is both reciter of poems and singer of songs. He gives Mthamo’s testimony thus: “He is a singer… with a reputation of being a poet as well.” The musical texts that will be analysed in this thesis will range from those produced as early as 1917, when Benjamin Tyamzashe wrote his first song, Isithandwa sam (My beloved), up to those produced in 1990 when Makhaya Mjana was commissioned by Lovedale on its 150th anniversary to write Qingqa Lovedale (Stand up Lovedale). The song texts total fifty, by twenty-one composers. The texts will be analysed according to different themes, ranging from themes that are metaphoric, themes about events, themes that depict the culture of the amaXhosa, themes with a message of protest, themes demonstrating the relationship between religion and nature, themes that call for unity among the amaXhosa, and themes that depict the personal circumstances of composers and lullabies. The number of texts from each category will vary depending on the composers’ socio-cultural background when they composed the songs. Comparison will be made with some izibongo to show that composers and writers of izibongo are similar artists and, in the words of Mtuze in Izibongo Zomthonyama (1993) “bathwase ngethongo elinye” (They are spiritually gifted in the same way).
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Morgan, Margaret Morrell. "A rhetorical analysis of teacher commentary on student texts /." The Ohio State University, 1985. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487260859493744.
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Lee, Sinae. "Dictoniary extension for topic analysis of Swedish online texts." Thesis, Uppsala universitet, Institutionen för informationsteknologi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-432168.
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In Natural Language Processing, topic analysis is the task of automatically detecting and extracting keywords from a large collection of text data in order to identify topics. On some social media platforms, such as Twitter, we can use hashtags to identify corresponding topics. However, only some of the tweets contain hashtags. In order to enhance the topic detection, we can extend the existing hashtags by extracting keywords representative of specific topics. In this project, hashtag extensions were extracted from tweets written by Swedish politicians. The following approaches were chosen for generating the hashtag extensions and compared in terms of precision and consideration of context: traditional information retrieval, Twitter specific approach based on co-occurring words and hashtags and a neural network based approach, which is called Word2Vec. The data set of tweets were preprocessed. Experiments of the three different approaches were run on the preprocessed data set. In terms of precision, the Word2Vec performed best and it produced the precision score 40%. Only the neural network approach, Word2Vec, could generate the useful hashtag extensions in consideration of the contextual interpretation.
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Matviyenko, Olena. "The role of culture in the translation of advertisements: a comparative investigation of selected texts with German as source language and South African English as target language." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1187.
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The globalisation of economies and trade growth have made it necessary for international companies to communicate with consumers of different languages and cultures, since a major objective is to sell a standardised product to consumers with linguistic and cultural backgrounds which are different from those to which the manufacturers are accustomed. Once brought to a foreign country, the sales of a product must be promoted by way of advertising. To begin with, the method of advertising depends on the kind of product to be marketed. In addition, persuasive texts, which are characteristic of the language of advertising, not only employ particular pragmatic strategies, but are based on the values and cultural traditions of the relevant society. In different cultures different signs, symbols, names and customs will be used in different situations. In the case of the translation or localisation of advertisements, a translator must be very sensitive to the loss and gain of cultural elements. These could include objects, historical references, customs and habits that are unique to the source culture and not present in the target culture. The main focus of the research is on the culture-specific elements in advertising texts and their depiction in translation. This treatise investigates certain aspects of translation theory (such as theories of equivalence, Skopos theory and other similar theories) to form a basis for conducting this study and then adapts them to the process of translation. In addition, two main opposite techniques known as standardisation or localisation of the advertising message are discussed. The number of source texts (original) and target texts (localised) are examined closely to reveal any misrepresentations and to identify the method of translation applicable in each case.
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Vassilieva, Ekaterina. "What lies beneath the milk mustache? : rhetorical analysis of the "got milk?" advertising campaign /." free to MU campus, to others for purchase, 2004. http://wwwlib.umi.com/cr/mo/fullcit?p1421165.
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Wang, Wenlin. "A comparison of cosmetic advertising between the United States and Taiwan: A content analysis." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2942.
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The purpose of this research is to determine the extent of standardization of cosmetics advertising in Taiwanese and American magazines and to determine the brands and products most prevalently advertised in these two countries. The advertisements sampled were from Vogue and Cosmopolitan women's magazines, issues September 2004 to February 2005.
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Reitz, Annika. "Cultural Influence in Advertising : A Comparative Analysis of IKEA’s Video Advertising in Sweden and Japan." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-40614.
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International marketing activities have a great impact on the prosperity and competitiveness of multinational companies (Akgün, Keskin, & Ayar, 2014). That is why the design of marketing activities is especially important. Researchers claim for cultural sensitivity. According to their work, culture has a significant influence on marketing content which needs to be culturally adapted (Kaur & Chawla, 2016). Based on these assumptions the present study aims to discuss the concepts of culture in relation to standardization and adaptation of IKEA’s advertising content published in Sweden and Japan. The study is focused on IKEA since the company is known to implement a standardized marketing approach with only minor cultural adaptations (Burt, Johansson, & Thelander, 2011). To accomplish that goal a multimodal critical discourse analysis is applied. The analysis seeks to identify the similarities and differences in IKEA’s video advertisements published in Sweden and Japan to determine how the company promotes its products. The analysis is limited to visual semiotic choices. The interpretation of the results is linked to the findings of Hofstede’s theory of cultural dimensions: Power Distance, Uncertainty Avoidance, Individualism versus Collectivism, Masculinity versus Femininity, Long- and Short-Term Orientation and Indulgence versus Restraint. The study revealed that signs for both concepts standardization and adaptation were visible in IKEA’s advertisements. Especially the analysis of the Japanese sample has shown that IKEA follows a standardized marketing approach when it comes to communicating the company’s core values such as gender equality. This value was frequently depicted in the Japanese advertisements where gender division usually prevails. However, less significant aspects such as those concerning the outer appearance of the actors were culturally adapted. These findings underline a dialectical relationship between culture and advertising content. Leading theoretical frameworks lag to take into account this continuous discourse that emphasizes the importance to implement the perspective of a changing environment in further theoretical contributions.
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Al-Shehari, Khalid S. "The semiotics and translation of advertising texts : conventions, constraints and translation strategies with particular reference to English and Arabic." Thesis, University of Manchester, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.488378.
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Hurt, Jillian. "A content analysis of food advertisements during children's TV programming /." View online, 2009. http://repository.eiu.edu/theses/docs/32211131566317.pdf.
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Garland, Caroline Staub. "A comparative analysis of attitudes toward and responses to email and postal direct mail advertising." To access this resource online via ProQuest Dissertations and Theses @ UTEP, 2009. http://0-proquest.umi.com.lib.utep.edu/login?COPT=REJTPTU0YmImSU5UPTAmVkVSPTI=&clientId=2515.
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Mak, On Tat. "Discourse analysis on an online advertisement on skincare." HKBU Institutional Repository, 2003. http://repository.hkbu.edu.hk/etd_ra/485.
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Harris, Earl D. "Analysis of potential system improvements concepts for Sunday newspaper insert packaging." Master's thesis, This resource online, 1994. http://scholar.lib.vt.edu/theses/available/etd-10242009-020020/.
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Henry, Catherine Lorraine. "Sex-stereotyped role-models in television advertisements : a content analysis." Scholarly Commons, 1989. https://scholarlycommons.pacific.edu/uop_etds/2180.
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This study sought to provide more complete information on the relationship of male and female voice-overs to male and female role portrayals in advertisements, patterns between the use of voice-overs and the product advertised, and a comparison of findings with the results of previous research.
The content of a sample of television advertisements broadcast during the summer of 1988 was examined. Voice-overs were found to be predominately male with female voice-overs occurring in just ten percent of those advertisements that used voice-over talent. It was also found that female voice-overs are more likely to be heard in household and hygiene commercials than in an advertisement for any other product. The roles portrayed by men and women in this sample remained consistent with traditional sex-stereotyped norms. The data show that women are still most frequently represented in non-salaried occupations and when represented as professionals fall into traditional accepted occupations such as nursing and caterering. The data indicate that for most of the variables the image of women portrayed in these commercials has changed little in the past ten years.
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Reil, Kate. ""Real beauty" in advertising fab or fad? : a content analysis of female images in magazine advertising /." abstract and full text PDF (free order & download UNR users only), 2006. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1438941.
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Darrow, Shane G. "Racial Representation in Advertising: A Content Analysis on Alcohol Advertising During the NBA and NHL Playoffs." Ohio University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1417739900.
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Maxwell, Bailey. "Transgender Representation in Mainstream Advertising." Thesis, University of North Texas, 2019. https://digital.library.unt.edu/ark:/67531/metadc1505163/.
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This study focuses on the transgender community's presence and portrayal in advertisements that reach a broad, mainstream audience base. Through a mixed-methods use of focus groups and qualitative content analysis, the content, context, and framings of ads between the years 2015 and 2018 are explored to illustrate current portrayals of the trans community and how the industry is approaching this subcultural group. Its findings contribute to advertising research by exploring current trends in trans portrayals in the cultural context they exist. Because trans advertising in both LGBTQ+ publications and to mainstream audience is largely unexplored, this study seeks to begin a conversation among advertising professionals. The main objective is to ultimately improve the number of genuine, positive portrayals of trans people in advertising and hold the industry accountable for the role they play in serving this community.
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Cutler, Bob D. (Bob Dean). "International advertising: a content analysis of cross-cultural differences." Thesis, University of North Texas, 1991. https://digital.library.unt.edu/ark:/67531/metadc332550/.
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This study addresses the question of cross-country standardization of advertising by identifying existing cross-national differences in magazine advertisements. A content analysis of 1,983 advertisements in business, women's and general interest magazines was performed. The sample included 1989 and 1990 magazine issues from the United States, United Kingdom, France, India and South Korea.