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1
Philippova, O. V. "Advertising Genres in the Lessons of Rhetoric: from Analysis to Creation." Russian language at school 81, no. 2 (March 20, 2020): 13–20. http://dx.doi.org/10.30515/0131-6141-2020-81-2-13-20.
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The aim of this study was to substantiate what theoretical knowledge in the field of advertising should be taught, what criteria for the selection of advertising texts should be applied, how such practical training activities of students should be structured. The results of the study were obtained on the basis of teaching practice, literature analysis, interviews of students and teachers. It is shown that the awareness of the structure and linguistic features of advertisement is of great theoretical and practical importance for high-school students, correlating with the personal, metasubject and subject outcomes of mastering the curriculum. Knowledge in the field of advertising genres and assignments aimed at analysis of advertising texts foster students’ ability to distinguish between direct and indirect methods of persuasion, as well as to identify language tools that structure different advertising genres. It is concluded that the development of students’ knowledge about the functions and structure of advertising texts, genre varieties and speech persuasion techniques develops linguistic intuition, the ability to select compositional elements and language tools that are significant for the advertising genres.
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Baranova, Svitlana, and Alina Polezhai. "PECULIARITIES OF TRANSLATION OF ADVERTISING DISCOURSE TEXTS IN THE PERIOD OF GLOBALIZATION." Research Bulletin Series Philological Sciences 1, no. 193 (April 2021): 112–17. http://dx.doi.org/10.36550/2522-4077-2021-1-193-112-117.
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The article presents a comprehensive analysis of advertising texts and their functioning in the process of globalization. Certain aspects of linguistic and stylistic means of advertising texts and peculiarities of their translation are traced. The influence of advertising as a cultural phenomenon is proved. The analysis of the structure and features of advertising texts was carried out based on such research methods as the descriptive method, the method of observation, the method of comparison, the method of analysis and synthesis, the method of induction and deduction, and dictionary definition. Advertising has been found to have a significant impact on a globalized society, and virtually every culture is involved in this process. It plays a significant socio-cultural role in shaping the stereotypes that define the national mentality. Values are introduced through advertising. Translation of advertising texts is a very creative and complicated process that requires considering a set of factors. First of all, you need to understand that the main task of advertising texts is to sell goods, so they must be quite convincing and promote the emergence of vivid images in the minds of potential consumers. As a result of the analysis of advertising texts, we concluded that advertising is a vivid example of persuasive writing that can influence a globalized society. That is why the experience of understanding the globalization of advertising communications conveys spiritual experience in the form of models of consumer behavior and behavior in general and forms vital values. The study of advertising messages is a multifaceted, complicated process that requires consideration of the dynamics of advertising texts. Therefore, there is a need to analyze the linguistic and stylistic features of advertising texts. Translation of advertising differs from all others in form, language, and pronounced communicative direction. In translating advertising, the translator must solve not only linguistic problems but also sociolinguistic adaptation, because the perception of the world's picture in each culture is different.
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Galikhanova, Farzaniya Ul’masovna, Diana Nyailevna Davletbaeva, and Rustem Mürseloğlu. "LINGUOPRGMATIC ASPECT OF SYNTACTIC STYLISTIC DEVICES USED IN ADVERTISING TEXTS." EurasianUnionScientists 2, no. 8(77) (September 16, 2020): 38–42. http://dx.doi.org/10.31618/esu.2413-9335.2020.2.77.970.
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The article examines features of advertising language in the comparative aspect on the material of Russian and English advertising texts. Modern business sphere is focused on the system of market relationships and advertising in this case takes a key position in our life. Language of advertising presents a special field of study in modern linguistic studies. Linguists deal with the analysis of functional-stylistic features of advertising language. It is widely known that such texts are stylistically colored and vivid. This article is devoted to the problem of linguopragmatic aspect of syntactic stylistic devices used in the production of advertising texts in English and Russian, especially of business terms. It describes the syntactic devices used in advertising texts. The purpose of this study is to describe the way these devices function in the advertising texts, to compare their pragmatic features from the linguistic point of view in English and Russian languages. The authors also provide the lists of the most powerful syntactic stylistic devices used in Russian and English advertising texts in business sphere.
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TERSKIKH, Marina Victorovna, and Ekaterina Olegovna BYKOVA. "ADVERTISING TEXTS AS A LINGUISTIC EXPERTISE OBJECT." Neophilology, no. 16 (2018): 5–14. http://dx.doi.org/10.20310/2587-6953-2018-4-16-5-14.
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We show linguistic expertise of controversial advertising texts as current but not enough developed direction in the Russian linguistic expertology. Linguistic violations classification in the sphere of regional advertising practice, linguistic expertise modern methods and problem aspects of this activity are shown. The issue of making stylistic norms easier and its liberation in advertising communication, linguistic game as a source of provocative advertisement is in the centre of attention. According to the experience of regional practice of linguistic expertise of controversial advertising texts we find ways of indecent overtone formation. Moreover there are advertising messages basing on linguistic discrimination of users who do not use the product. It is also noticed that one of the modern channels broadcasting discredit information are social networks, which became promotion platform for unreliable information, that discredit business reputation of the company or its product; as an example we use “fake” advertising company of 2018 in social network Vkontakte. Materials for the research are mostly regional (Omsk) outdoor and Internet advertising projects (50 texts are analyzed). As basic we use analysis methods such as contextual, semantic, semantic and stylistic, communicative and pragmatic.
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Bojchuk, Elena I. "Automated analysis of the rhythm of advertising text." Verhnevolzhski Philological Bulletin 1, no. 24 (2021): 137–44. http://dx.doi.org/10.20323/2499-9679-2021-1-24-137-144.
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The purpose of this study is to determine the specificity of the rhythm in advertising texts based on the analysis of rhythm figures using the ProseRhythmDetector computer application, which allows to search for certain rhythm figures in a text of any nature in four languages (English, French, Russian and Spanish). The issue of the specific nature of advertising texts has been studied in some detail, as is evident from a large number of scientific works in this area; the issues of the impact of advertising on the recipient have been studied in detail. However, the question of the means of influence remains controversial, regarding which there is no consensus among researchers and no single structure of linguistic means of influencing the consumer's subconscious. The suggestive aspect of this problem is often presented through the means of repetition, which is quite logical, since it is the repetition that allows us to remind the customer of the product, to impose the product, to provoke a purchase. This tool is multifaceted, it includes various combinations of the main element and repeating elements depending on the position, compatibility, the number of repetitions, their nature and the degree of intensity of manifestation in the text. This study presents various types of repetitions, some of which are characterized as rhetorical figures (anaphora, epiphora, symploce, diacope, epanalepsis, episeuxis, anadiplosis, polysyndeton, chiasmus, aposiopesis), some refer to grammatical means, such as repeating sentences of the same purpose of the statement. The materials for the research are English-language advertising texts of a verbal-visual communicative type (more than 50,000 characters), obtained from the websites of selling companies. However, the analysis takes into account only the verbal component of the advertising text that accompanies the visual image of the product being sold. As a result, the most frequent means typical for advertising texts in English have been identified, in particular, the most active is diacope, repetition after intermediate words. Epiphora, anaphora, anadiplosis and the sequence of interrogative sentences were less active.
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Tikan, Yana, and Valeriia Yushchuk. "Linguo-stylistic peculiarities of English advertising texts in the field of mechanical engineering." Advanced Linguistics, no. 7 (July 9, 2021): 72–79. http://dx.doi.org/10.20535/2617-5339.2021.7.215600.
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The article studies linguo-stylistic peculiarities of English advertising texts in the field of mechanical engineering. Advertising text is one of the relevant topics for linguistic research, as advertising is a dynamic phenomenon. Its development predetermines the systematization of linguo-stylistic peculiarities within English advertising texts. The aim of the article is to analyse the use of expressive linguo-stylistic devices in English-language advertising texts in the field of mechanical engineering considering their structural composition. The subject of research is English-language advertising texts in the field of mechanical engineering. The article theoretically substantiates the terminological apparatus of the research: different approaches of scientists to the interpretation of the concepts "advertising", "advertising text" and "advertising discourse" were considered. The structural features of the advertising text and their functions are also analysed. The article provides several classifications of leading scholars, on the basis of which further analysis was conducted. The study was based on the official English-language sites of such leading companies in the industry as BMW, Jaguar, Toyota, Honda, Mazda, Mercedes-Benz, Ford, Lexus, Saturn, Audi, Subaru, Suzuki, Hyundai and others. The article focuses on the examples of expressive linguo-stylistic devices in each of the structural elements of the English advertising text in the field of mechanical engineering, taking into account the frequency of their use. The peculiarities of their functioning in media texts were also analyzed, considering pragmatics and communication strategies aimed at the recipient of the advertising message. In the course of the analysis, manipulative features of linguo-stylistic devices were indicated and outlined with the help of relevant examples. Keywords: advertising; advertising text; advertising discourse; field of mechanical engineering; linguo-stylistic peculiarities; manipulative features.
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Sknarev, Dmitry S., and Elizaveta V. Muzykant. "Creating an image in real estate advertising texts." RUDN Journal of Studies in Literature and Journalism 25, no. 2 (December 15, 2020): 367–73. http://dx.doi.org/10.22363/2312-9220-2020-25-2-367-373.
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This article presents some results obtained in the study of the advertising image characteristics in marketing communications (on the example of Russian residential real estate advertising). The study materials present print media advertising and online advertising, as well as construction companies and residential areas websites. To achieve the goal, a survey, analytical, theoretical, systemic, pragmatic methods, as well as methods of continuous sampling of linguistic means, techniques and units from marketing communications texts that create an image of a product, and of semantic interpretation and identification were used. The analysis revealed that brand names, epithets, metaphors and phraseological units are the most productive in creating the image of residential real estate in marketing communications. The concept of social and ethical marketing integrates advertising of real estate marketing products, when the product image goes beyond consumption standards and becomes media itself, creating a new communication.
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Maistrenko, Myroslava, Petro Osypov, and Nataliya Bulyk. "STRUCTURE AND FUNCTIONING OF THE ADVERTISING-TEXTS: A CASE OF GERMAN LANGUAGE ADVERTISEMENTS." Germanic Philology Journal of Yuriy Fedkovych Chernivtsi National University, no. 831-832 (2021): 174–86. http://dx.doi.org/10.31861/gph2021.831-832.174-186.
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The article considers the main features of the composition of advertising texts in the German-speaking environment. The search-material is based on German language women's clothing advertising from popular German online stores and magazines (e.g., "Kenwood", "ALDI", "KIK", and etc.). The aim of this research is to study the functioning of compositional blocks in the texts of German advertising and the features of advertising texts within the German mass media discourse. The main compositional elements of the advertising text are characterized and the lexical-semantic analysis of each of its compositional parts is given. The following methods were used: the method of linguistic observation with the following procedures of systematization and classification of linguistic facts. Structural-semantic analysis was used to determine the features of the compositional structure of the advertising text. Despite the fact that advertising texts are small in volume, it is interesting to study their compositional structure, lexical and semantic content of each compositional component. The composition of the advertising text is optional and depends mainly on the pragmatic goals of each advertising text. It is important so speak about the semantics and pragmatics of compositional blocks. However, there is a certain structural pattern for creating advertising text, which takes into account all possible goals and intentions of the author of the advertisement. The article pays special attention to slogans and titles, as important compositional elements of the advertising text, because they perform both informative and motivational functions. The reader learns direct information about the products being sold from the main compositional block of the advertising text. The final part of advertisement has also its pragmatic purposes and types of manifestation. The study of advertising texts leads to the conclusion that the composition of advertising text is dynamic and depends not only on the purpose of creation, but also on the model chosen for its creation.
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Savchenko, Yevheniia, and Alona Hurkovska. "FEATURES OF TRANSLATION OF TOURIST ADVERTISING TEXTS." Naukovy Visnyk of South Ukrainian National Pedagogical University named after K. D. Ushynsky: Linguistic Sciences 2020, no. 31 (December 2020): 360–73. http://dx.doi.org/10.24195/2616-5317-2020-31-23.
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The article reveals the concept of tourist discourse, provides its main parameters and characteristics, as well as, through comparative analysis, analyzes examples reflecting the features of tourist advertising texts in English and Ukrainian. It is difficult to imagine the existence of a modern person without travel related to professional activities, recreation, the search for new sensations and many other aspects of human existence. In one area, different cultures are not suppressed as much as in tourism. In the field of tourism business, advertising is spreading rather quickly and widely, thanks to the unrelenting interest in tourism services. So, great attention should be paid to the study of the phenomenon of advertising text, and in particular the problems of its translation. Analysis of modern literature has shown that we can talk about the existence of the so-called language of tourism, is universal and does not depend on a specific language. Also, some authors have developed a concept of algorithmic translation of tourist texts, which includes several sequential stages. The results of the study showed that tourism discourse is a subtype of advertising discourse, which contains a number of universal characteristics inherent in texts written in such diverse languages as English and Ukrainian. Among such characteristics are: the use of the imperative mood, comparative and superlative degrees of comparison of adjectives, the choice of emotionally colored, positive vocabulary in order to influence the potential consumer of travel services. The findings can be applied in translation practice when working with texts of tourism discourse, as well as in further research.
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Bakhmudova, Anzhelika Shamilovna, and Svetlana Vagidovna Shakhemirova. "LINGUO-CULTUROLOGICAL ANALYSIS OF THE ENGLISH AND FRENCH ADVERTISING TEXTS." Philological Sciences. Issues of Theory and Practice, no. 3-1 (March 2018): 67–69. http://dx.doi.org/10.30853/filnauki.2018-3-1.17.
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TAKASHI, KYOKO. "A sociolinguistic analysis of English borrowings in Japanese advertising texts." World Englishes 9, no. 3 (July 1990): 327–41. http://dx.doi.org/10.1111/j.1467-971x.1990.tb00270.x.
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Fedorova, L. L. "Semiotics of Advertising: The Functional-Communicative Analysis." Vestnik NSU. Series: History and Philology 18, no. 6 (2019): 199–211. http://dx.doi.org/10.25205/1818-7919-2019-18-6-199-211.
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Purpose. The article aims to demonstrate the validity of the functional typology of signs proposed by the author in the semiotic approach to the analysis of advertising slogans. Advertising texts perform their functions in the communicative situation of interaction between the advertiser and the client. Results. The analysis shows language mechanisms of involvement of the addressee in the creation of an advertising image, ways of influence on the addressee, ways of presentation of goods or service. Thus the main functions of the sign – identification, regulation and modeling – are realized. Conclusion. The analysis of advertising serves as an illustration of the proposed functional classification of the sign; it highlights specific language mechanisms of interaction and influence on the addressee.
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Zharyonova, Natalia Vyacheslavovna, Dmitry Alexandrovich Borisov, and Uliya Nikolayevna Zintsova. "The “happiness” concept in the Russian and German advertising texts." SHS Web of Conferences 122 (2021): 01007. http://dx.doi.org/10.1051/shsconf/202112201007.
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The prerequisite for this research was the frequent use of the “happiness” word in modern advertising texts. The authors of the article have tried to answer the following question: Do copywriters take into account a national mindset when creating an illusion of easy-to-get happiness in advertising slogans? How effective is such advertising? The article aims at studying the national specifics of the “happiness” concept in the German- and Russian-speaking environment, analyzing advertising texts and assessing the correspondence of the “happiness” image created in them to consumers’ ideas about it. The authors used the method of linguistic observation and description, contextual analysis, conceptual analysis, comparative analysis, associative field method and survey method. Based on the study results, they have drawn the following conclusions: 1. The concept of “happiness” in the German- and Russian-speaking linguistic cultures is mostly the same and its representatives can be combined into the following semantic groups: “state”, “its external manifestations” and “external sources of happiness”. 2. In contrast to the German-speaking society, which measures the degree of its happiness by the individual feeling of satisfaction in life, the Russians prefer to wait for happiness and do not talk about it once this emotion is obtained. 3. The use of the “happiness” lexeme in advertising products and consumer goods is ineffective since they are not included in the concept of “happiness” in the Russian and German cultural codes. 4. Pandemic-caused changes in modern society requires the reappraisal of values: happiness is now associated with such concepts as health, freedom of movement, travel and home. The comparative analysis of the “happiness” concept in German and Russian advertising was conducted for the first time. The results obtained can be used in further linguistic and marketing research.
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Selemeneva, O. A. "Methods of Working with Creolized Texts of Printed Advertising in “Practice on Creative Letter” Classes." Prepodavatel XXI vek, no. 2, 2020 (2020): 117–28. http://dx.doi.org/10.31862/2073-9613-2020-2-117-128.
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The article presents a methodology for working with semiotically complicated texts of advertising style in “Creative writing workshop” classes. The relevance of the chosen topic is due to the lack in the educational literature of a logically structured algorithm for analyzing creolized written communication texts and a structured system of training exercises that allow students to develop skills for producing advertising semiotically heterogeneous texts. The aim of the article is to generalize the experience of working with complex units of an inhomogeneous nature and to spread the proposed methodology among teachers of higher educational institutions. The author proposes a four-stage algorithm for communicative and pragmatic analysis of multi-code advertising messages, develops a system of analytical and creative tasks that precede such an analysis and develop the ability to independently create creolized texts of advertising communication.
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Malyuga, E. N., E. V. Ponomarenko, and A. V. Minayeva. "Stylistic devices as means of forming discursive features of advertising minitexts (exemplified by English economic and political media sources)." Vestnik of Samara University. History, pedagogics, philology 26, no. 4 (December 30, 2020): 82–87. http://dx.doi.org/10.18287/2542-0445-2020-26-4-82-87.
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The article is devoted to functional and stylistic features of advertising minitexts in English economic and political mass media and Internet sources. The scientific relevance of the topic is proved by the significant role of advertising in building up not only market relations but also cultural stereotypes and public opinion. Besides, the necessity arises to reveal the human linguistic consciousness potential of integrating different meanings and small forms of their verbalization, as the trend towards contracting speech acts is gaining momentum in both oral and written communication. Hence, advertising texts make a proper object of analysis since the need for quick catching of the customers attention and saving money on publication space determines advertisements small volume. The authors set the purpose of analysing the stylistic features of advertising minitexts in economic and political sources in terms of the formation of their discursive features. Methods of discourse functional analysis, descriptive and contextual analyses are implemented thereto. The article addresses the issue of correlation between text and discourse with regard to the advertising linguistic status, types of advertising texts, extralinguistic factors (including psychographic and demographic profiles of consumers) determining the choice of means that actualise advertising discourse functions. The analysis focuses on the expressive means forming peculiar advertising stylistics and special pragmatic increments aimed at making efficient impacts on the recipient. The findings of the empiric analysis are presented in reference to such expressive means as metaphors, allusions, wordplay, antithesis, etc. The prevalence of metaphors, epithets and hyperbole as the most frequent stylistic devices in advertising discourse has been revealed. The authors conclude that discursive features of the texts under analysis are actualized in pragmasemantic increments which are not inferred from speech elements direct meanings alone but are synergistically formed in advertising functional space in the course of text generation and perception based on the communicating parties living backgrounds.
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Terskikh, M. V. "Implementation of Communication Strategies in Social Advertising Texts." Nauchnyi dialog, no. 5 (May 30, 2020): 146–57. http://dx.doi.org/10.24224/2227-1295-2020-5-146-157.
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The analysis of communicative strategies, tactics and techniques that are implemented in the texts of social advertising are presented in the article. The relevance of the study is determined by the fact that for social advertising, the issue of communicative effectiveness, which is closely related to the concept of communicative perspective and the choice of strategies and tactics that ensure the greatest effectiveness in achieving the goal, is significant and ambiguous. Particular attention is paid to the frustration strategy, which is aimed at creating psychological tension in order to remove the recipient from the so-called “comfort zone” through intimidation with a negative prognosis. The tactics and techniques that implement this strategy in the messages of both Russian and foreign outdoor social advertising are described in detail. This strategy from the author’s point of view is the basic (most frequent and most effective) for social advertising, the remaining selected strategies (management of criticality of perception, mnemonic, association and dissociation, etc.) are considered as additional, aimed at increasing the effectiveness of the frustration strategy. Since the influencing nature of social advertising is achieved, among other things, through the creolization of the text, special attention is paid to the verbal and visual implementation of the selected strategies, tactics and techniques.
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Wasiluk, Joanna. "Специфика речевого воздействия в рекламе (на примере российских женских журналов)." Acta Polono-Ruthenica 2, no. XXIV (June 30, 2019): 125–38. http://dx.doi.org/10.31648/apr.4467.
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This article analyses advertising texts published in the Russian magazines for women and indi-cates the importance of the selection of appropriate graphics and lexical means (including word-for-mation). The aim of the analysis is to present the typology of linguistic means which are most commonly used in advertising texts, especially considering the contemporary of life in society. Cur-rently, we increasingly feel the lack of time and we are bombarded by new objects and concepts that appear at almost every step. The creators of advertising texts try to attract the attention of consumers in a variety of ways, so as to encourage them to buy goods. The big, if not the leading role is played by the language of advertising, which is reflected in the various forms of play on words as well as in the form of newly created words.
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Annenkova, Antonina V. "Some Results of Psycholinguistic Research of Polycode Advertising Texts: Gender Factor Influence." SHS Web of Conferences 69 (2019): 00004. http://dx.doi.org/10.1051/shsconf/20196900004.
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Modern society is constantly changing and evolving, and the era of globalization and informatization leads to profound transformation of moral guidelines and personal space expansion due to deeper human immersion into the world of mass media. Image advertising is considered as one of the most common phenomena in the information era and can be characterized as a polycode text consisting of elements of different sign systems. The main purpose of such advertising is to change person's consumer behavior and form visions, desired by an advertising creator, in the consumer's individual lexicon. The article focuses on the study of peculiarities of image advertising visions functioning in the individual lexicon as well as their impact on an individual under a special advertising communicative situation depending on gender factor. To verify the thesis of differences in the strategies of image advertising perception applied by representatives of different gender groups, we have conducted the experimental research using the semantic differential; some results and their analysis are given in the article.
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Kuznitsina, E. S. "Derivation of Advertising Onyms: Productive Methods." Russian language at school 81, no. 6 (November 19, 2020): 83–89. http://dx.doi.org/10.30515/0131-6141-2020-81-6-83-89.
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The study is aimed at analysing of the constants of advertising texts – advertising onyms – in terms of derivation processes and identifying the most productive methods of derivation in advertising naming. The paper provides a brief description of the advertising language and, in particular, of the advertising onym, introduces examples of modern advertising names created by derivational means of the Russian language. The author differentiates and systematises various functions of affixes in advertising names. The described methodology involves theoretical analysis and generalisation, derivational analysis of advertising onyms, classification and forecasting methods. The author considers pure affixal and combined methods as the most productive methods of derivation of advertising onyms. Onym-acronyms go beyond an informational content. Contaminated structures often include elements of graphoderivation and are considered to be the most multifunctional in terms of pragmatic goals of the advertisement. The advertising language is developing towards creativity, ingenuity and utilitarity, thus, mixing formants, contaminated structures and elements of various code systems within one onym appear to be the most relevant and competitive means of creating constants of advertising texts.
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KHODA, Lidija. "OCCASIONALISMS IN ADVERTIZING COPIES (AS EXEMPLIFIED BY SLOVAK, BULGARIAN AND UKRAINIAN LANGUAGES)." Ezikov Svyat (Orbis Linguarum) 18, no. 1 (March 27, 2020): 44–51. http://dx.doi.org/10.37708/ezs.swu.v18i1.5.
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the article, occasionalisms as individual authored new formations in Slovak, Bulgarian and Ukrainian advertising texts were researched. The state of studying the selected scientific problems was analysed, as well as different views of scientists on the interpretation of the concept of ‘occasionalism’ and the use of various terms for its designation (occasional derivation, advertising new formations, potential words, etc.) were considered. Attention was drawn to the distinction between the terms of ‘neologism’ and ‘occcasionalism’. In the article, the reasons for lexical innovations appearance in advertising language were also studied, its functions were considered. According to the grammatical affiliation of occasionalisms in the advertising language, occasional verbs, nouns, adverbs, and adjectives were analysed, the peculiarities of its formation and use in advertising texts were found out, as well as a comparative analysis of some lexical units functioning in the texts of Slovak, Bulgarian and Ukrainian advertising was performed. A particular attention was given to occasional phrases, which acquire new shades in advertising due to an unexpected combination of words. According to word formation classification of occasionalisms, such ways of its creation were considered as prefix, suffix, prefix-suffix, word compounding, word stem compounding, and graphic derivation. Graphic occasionalisms occupy a significant place in the advertising texts, which arise from the type of highlighting certain letters, replacing individual letters with different symbols or borrowed letters, etc. Based on the material analysed, the influence of occasionalisms on the consumer during the perception of advertising texts was determined.
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Lim Ji-Won. "A Semantic Analysis of Humorous Discourse: Based on Television Advertising Texts." Journal of Studies in Language 25, no. 4 (February 2010): 777–96. http://dx.doi.org/10.18627/jslg.25.4.201002.777.
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Dalamu, Taofeek Olaiwola. "Evaluating ‘Registerial’ Norms in Advertising Texts: A Systemic Perspective." Buckingham Journal of Language and Linguistics 11 (November 27, 2018): 64–95. http://dx.doi.org/10.5750/bjll.v11i0.1612.
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Language and social concerns facilitate every communicative text. Based on that, the study considered the advertising text, as a test ground to explore the relationships between language and socio-cultural norms as revealers of the Register of advertising. Considered for the investigation are ten advertisements of Guinness®, Peak Milk®, Gulder®, Coca cola®, Pepsi®, Stanbic IBTC®, etc., upon which Ideational, Interpersonal and Textual Metafunctions served as tools of analysis. Besides the report that Material Processes such as come to, reshaped, make, is wasting, etc. dominate the contents, a Behavioral Process of rests on also performs a role in the Register analysis. The study further reveals digitization (*945#), local language intrusion (Oga), personification (bourn = born), clipping (diff) as context devices in the business environment. There are also Register(s) of neologism (Pecadomo), poetic and sermonized texts to persuade recipients. As the investigation has revealed SFL as a viable processor of Register(s), it thus suggests that its application to other texts outside advertising might yield meaningful results. Such exercise could assist in the understanding of novel items that could contribute to language development.
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Tomazic, Tina. "The Growth of Covert Advertising in the Context of Local Self-Government." Lex localis - Journal of Local Self-Government 14, no. 4 (October 31, 2016): 739–58. http://dx.doi.org/10.4335/14.4.739-758(2016).
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Advertising has become an indispensable component of the modern information society. The advertisers try to attract attention, often with aggressive and unethical advertising; one aspect being covert advertising. Covert advertising means all the texts are paid for in the forms of journalistic texts but they want just the commercial benefit. Our goal was to investigate covert advertising within the Slovenian press, with a mutually comparative analysis of three daily newspapers comparing the years 2008 and 2012, and to study the existing theoretical contributions on covert advertising in the context of local self-government as a key element of democracy, its causes, and the legal order. We determined that the number of such articles is growing each year, and the laws and regulations are absolutely disrespected.
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Lebedeva, Svetlana V., and Antonina V. Annenkova. "Psycholinguistic Research of Creolized Advertising Texts: Age Factor." SHS Web of Conferences 50 (2018): 01027. http://dx.doi.org/10.1051/shsconf/20185001027.
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People daily deal with creolized texts that have become an integral part of life in modern society. One of such texts examples is advertising in educational sphere. The purpose of production and use of such texts is the formation of ideas, images and special relationship to the world or subject / object which is mediated by personal characteristics of an individual. Achieving this goal is possible by influencing the human consciousness and perception with the variety of psychological, psycholinguistic methods and other ways depending on the specific task. It should be noticed that subjective perception of a particular creolized text image is influenced not only by linguistic characteristics, but also by a large number of extralinguistic factors. The article shows some results of the experimental research which was conducted to prove “age” factor influence on the perception of creolized texts. In addition, some key issues related to practical application of a systematic approach for experimental data analysis as well as its application to linguistic science are discussed in the article.
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Jongore, Magret, Pink Phaahla, and Rose Masubelele. "Linguistic and Extra-Linguistic features of SABC indigenous language adverts: A Critical Discourse Approach." DANDE Journal of Social Sciences and Communication 2, no. 2 (2018): 120–39. http://dx.doi.org/10.15641/dande.v2i2.45.
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Discourse encompasses not only written and spoken language but visual images as well. If discourse combines visuals and images, it is important that analysis of such texts account for the special characteristics of visual semiotics; the relationship between language and images. Using Critical Discourse Analysis (CDA), this paper, unravels power relations in the electronic advertising texts such as those aired on television. The targeted television advertising discourse is characterised by sound, colour, picture, camera angle and other motion picture attributes. The paper argues that texts in general and texts as adverts are hegemonic in nature. The reproduction of a popular culture perpetuated by adverts has been noted to support the perspective that advertising drives the global media and has profound influence on the content of the media messages received and subsequently on the cultures of the recipients. The paper makes use of the McDonalds TV Seat Advert shown on SABC1.
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Metlitskaya, N. A. "LINGUISTIC DATABASE FOR AUTOMATIC GENERATION SYSTEM OF ENGLISH ADVERTISING TEXTS." «System analysis and applied information science», no. 2 (August 7, 2017): 62–67. http://dx.doi.org/10.21122/2309-4923-2017-2-62-67.
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The article deals with the linguistic database for the system of automatic generation of English advertising texts on cosmetics and perfumery. The database for such a system includes two main blocks: automatic dictionary (that contains semantic and morphological information for each word), and semantic-syntactical formulas of the texts in a special formal language SEMSINT. The database is built on the result of the analysis of 30 English advertising texts on cosmetics and perfumery. First, each word was given a unique code. For example, N stands for nouns, A – for adjectives, V – for verbs, etc. Then all the lexicon of the analyzed texts was distributed into different semantic categories. According to this semantic classification each word was given a special semantic code. For example, the record N01 that is attributed to the word «lip» in the dictionary means that this word refers to nouns of the semantic category «part of a human’s body».The second block of the database includes the semantic-syntactical formulas of the analyzed advertising texts written in a special formal language SEMSINT. The author gives a brief description of this language, presenting its essence and structure. Also, an example of one formalized advertising text in SEMSINT is provided.
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Popova, Olga I., and Ekaterina V. Stepanova. "Translation And Localization Strategies In Automotive Advertising Of Multinational Companies In Russia." SHS Web of Conferences 50 (2018): 01139. http://dx.doi.org/10.1051/shsconf/20185001139.
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The paper deals with the way multinational automotive companies incorporate their values and goals through different advertising approaches in local markets including Russian, how they adapt to cultural, social and economic conditions. The authors discuss localizing strategies and potential effects of advertising texts, as well as common techniques, nonverbal presentations and verbal transformation used by localizers to overcome incoherent marketing needs of different countries. The paper focuses on such concepts of advertising and localization as adoption strategies alongside such processes of globalization, internationalization and standardization. The relevance of advertising localization for the successful marketing of automotive products has been proved as it plays the major role in adaptation of the text to the cultural realities and social and economic environment. The work presents examples of source texts in French and localized texts in Russian with subsequent translation into English and their linguistic analysis. The study of the language features inherent in advertising on multinational automotive companies` websites has been conducted; the transformations made by the translators of the advertising and localization strategies for the Russian-speaking audience have been revealed).
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Vorobets, Т. А., Е. V. Gerdt, and Е. V. Lobkova. "CONTRASTIVE ANALYSIS OF AHMAD TEA’S REPRESANTATION IN RUSSIAN AND ENGLISH ADVERTISING TEXTS." Science of the Person: Humanitarian Researches 2, no. 32 (July 2018): 55–63. http://dx.doi.org/10.17238/issn1998-5320.2018.32.55.
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Wang, Yu, and E. N. Remchukova. "Confucianism in China’s Nationally Oriented Advertising Text." Nauchnyi dialog, no. 8 (August 24, 2021): 149–69. http://dx.doi.org/10.24224/2227-1295-2021-8-149-169.
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The article is devoted to the multimodal analysis of the representation of the national-cultural phenomenon “Confucianism” in the field of advertising in modern China on the examples of nationally-oriented advertising texts of different thematic varieties. The relevance of the work is due to the importance of preserving and continuing the heritage of Confucianism in modern Chinese society, especially in the media space. Particular attention is paid to the multimodal analysis of verbal and non-verbal means of expressing the key concept of Confucianism “five constancies of a righteous person” in Chinese nationally oriented advertising texts. It is shown that the concept of “five permanencies” as one of the important components of Confucianism gets its continuation in the field of advertising in modern China, develops in accordance with the social life of the Chinese people in the modern era. It has been established that the use of the Confucian idea of the five permanencies of a righteous person can be considered as one of the most important and effective ways to create advertising with the aim of influencing the target audience of the Chinese domestic market. The conclusions and results of the study allow us to get a general idea of the concept of the five constancies of Confucianism, as well as the practice of its application as methods of manipulating public consciousness in modern Chinese advertising, which is of great importance for sinological research in various scientific fields.
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Terskikh, Marina. "Audio intertextuality in modern advertising text." SHS Web of Conferences 69 (2019): 00119. http://dx.doi.org/10.1051/shsconf/20196900119.
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The article is devoted to the study of audio intertextuality in modern advertising discourse. Despite the researchers’ increased interest in the problem of intertextual interaction, the issue of the functioning of the intertextuality mechanism in advertising, including social advertising, is still not fully covered, especially, since the advertising field is dynamic and provides extensive new material for research every day. The author pays special attention to the functional yield of audio intertextuality in advertising. As the basic functions of audio intertextual inclusions in the discourse of commercial and social advertising, the author identifies the attractive and aesthetic functions as the most significant and regularly realized; as secondary – playful and persuasive. Russian and foreign commercials serve as the material for the study. The method of intertextual analysis is used as fundamental. It consists in establishing the relations of derivation between texts and analyzing the formal and semantic transformations of text units and the text as a whole.
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Terskikh, Marina V. "Audience attitude to the provocative advertising: criteria for assessing communicative effectiveness." Neophilology, no. 21 (2020): 201–12. http://dx.doi.org/10.20310/2587-6953-2020-6-21-201-212.
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We consider the parameters of assessing the communicative effectiveness of video advertising: mind share (study of the tonality of the audience “posts” on social networks and identification of negative/positive), engagement (audience engagement, total number of user reactions), reach (coverage). The purpose of the study is to analyze the relationship of consumer audiences to video advertising that destroy/transform stereotypical gender images. Advertising is a powerful factor in the gender socialization of an individual: it affects the consumer and through advertising images represents the modern relationship between the sexes, thereby dictating a certain model of behavior. In accordance with the above parameters, we analyze the advertising texts based on a provocative strategy to destroy gender stereotypes. The material for the study is the texts of television commercials for the last 3 years. The results are compared with indicators of the audience’s attitude to advertising messages based on stereotypical gender models. The analysis showed that advertising transforming gender stereotypes can cause a public outcry and attract much more audience attention than stereotyped advertising, while increasing indicators of not only communicative, but also economic efficiency. Thus, in the modern advertising market, any revolutionary idea is subject to monetization: social problems, in particular gender inequality, are actively exploited in the commercial sphere in order to increase effectiveness indicators.
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Ishchenko, Irina G., and Olga F. Trubitsina. "GASTRONOMIC METAPHOR IN ADVERTISING TEXTS IN THE SPHERE OF TOURISM." Theoretical and Applied Linguistics, no. 4 (2019): 75–83. http://dx.doi.org/10.22250/2410-7190_2019_5_4_75_83.
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The article considers peculiar features of gastronomic metaphors in advertising texts of American tourist companies. Semantic classification of gastronomic metaphors was designed on the basis of their primary meanings. Several thematic groups of metaphors associated with names of food, its properties and actions relating to food were identified. The study was based on 200 advertisements posted by 30 American tour agencies where 160 gastronomic metaphors were found. They were distributed into 4 thematic groups: 1) actions relating to food, 2) food properties, 3) national cuisine, 4) food. The first group turned out the largest and included 71 metaphors further distributed into subgroups denoting food consumption process, (25), enjoying taste / smell of food (42), cooking (4). The analysis showed that all examples of gastronomic metaphors are characterized by positive connotation, expressiveness and imagery. Due to this, they implement the functions of attracting attention and emotional impact in advertising texts.
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Vazhdaeva, E. A. "Evaluative Vocabulary as a Method for Quality Presentation in Advertising of Children’s Products." Uchenye Zapiski Kazanskogo Universiteta. Seriya Gumanitarnye Nauki 162, no. 5 (2020): 177–94. http://dx.doi.org/10.26907/2541-7738.2020.5.177-194.
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The functioning of lexemes with evaluative semantics in the texts of advertising of products for children aged from 0 to 3 years was analyzed. The study is highly relevant, because the evaluative vocabulary of advertising has been poorly studied. We identified the most typical evaluative lexemes of different parts of speech and their types indicating the quality of the advertised product. The relations between the product group and the evaluative semantics of lexemes were considered. The following main methods were used during the study: continuous sampling, content analysis, description, and comparison. A number of examples were provided to prove that evaluative vocabulary is successfully used in advertising texts to present the product quality. The highest frequency of use in the texts of children products’ advertising was found for nouns of general value with diminutive suffixes, adjectives, and adverbs that characterize both the product and its consumer. Lexemes with the semantics of special value, which expresses the brand and consumer values, as well as related to the sense, taste, and tactile perception were also common. Lexemes with such semes as smell, weight, and visual perception were rarely used. Lexemes with the normative and teleological evaluative components were specific. The results obtained are important for the theory and practice of advertising communication and can be used to successfully design new and effective advertising.
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Benoit, William L. "A Functional Analysis of 2016 Direct Mail Advertising in Ohio." American Behavioral Scientist 61, no. 5 (February 16, 2017): 481–92. http://dx.doi.org/10.1177/0002764217693274.
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Few studies examine the content of political direct mail advertising (pamphlets, brochures) despite the fact that this campaign medium remains a popular means of reaching voters. This study reports a functional analysis of 68 direct mail advertisements employed in Ohio in 2016. These messages acclaimed more than they attacked; no defenses occurred in this sample. The topics of the statements in these texts were about evenly split between policy (48%) and character (52%). As predicted, both general goals and ideals were employed more frequently to acclaim than to attack. This study adds to our knowledge of direct mail advertising and nonpresidential ads (only 6% of the brochures in this sample were from the presidential race).
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Tsupikova, Olena. "Advertising discourse as one of institutional discourse types." Vìsnik Marìupolʹsʹkogo deržavnogo unìversitetu. Serìâ: Fìlologìâ 12, no. 21 (2019): 206–12. http://dx.doi.org/10.34079/2226-3055-2019-12-21-206-212.
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The paper is devoted to the analysis of advertising discourse as one of the institutional types from the linguopragmatics perspective. In this aspect, the main features of advertising discourse are presented, the features of advertising text are characterized, specific features of advertising communication are outlined and strategies for influencing the recipient are systematized in the present article. The aim of this study is the analysis of advertising discourse as one of the institutional types from the linguopragmatics perspective. The research results made it possible to conclude that advertising discourse belongs to the institutional type as a communicative-pragmatic model of speech behaviour of advertising participants, which is realized through advertising texts in a combination of verbal and non-verbal elements. The basic features of advertising discourse as a specific component of the institutional discourse are presented as following: anthropocentricity, pragmatic orientation, cliché, autonomy and comprehensibility to a wide range of recipients, consumer targeting and mass media affiliation. The peculiarities of the advertising text are defined as heterogeneous and creolized, with verbal and pictorial and audio components formation of a visual, structural, semantic and functional unit, providing a complex, communicative and pragmatic influence on the addressee. It is suggested to consider advertising texts as functionally organized extralinguing and lingual signs of a message characterized by the specificity of form, content, communicative function and pragmatic intention. The features of the advertising text are highlighted as minimization or compactness, additionality, signalling, hierarchy, evaluation and instructiveness. The article outlines the specific features of advertising communication as a process of disseminating advertising information to quantitatively large and various audiences that consumes goods and services through the mass media. A feature of advertising communication is its preparedness and unidirectionality with absent or delayed feedback. The author has proved that the specificity of advertising communication is informing the consumer about the products and services and influencing him by various means. The information, argumentation, suggestion and manipulation strategies with which advertising discourse influences the consumer’s consciousness are analyzed in the present article.
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Dziuba, E. V., and Yu V. Rogozinnikova. "Precedent Anthroponyms of Soviet Origin in English Polycode Advertising Text." Nauchnyi dialog, no. 5 (May 28, 2021): 55–80. http://dx.doi.org/10.24224/2227-1295-2021-5-55-80.
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The article analyzes precedent anthroponyms of the Soviet origin in multimodal texts of American and British advertising. The study aims at analyzing precedent anthroponyms of the Soviet origin in English multimodal texts from the linguoaxiological and linguopragmatic points of view and from the standpoint of textual organization. The following research methods have been used: description and synthesis, linguistic methods of structural-semantic, contextual and cognitive-discourse analysis. The paper examines the precedent names of the Soviet origin (for instance, Lenin, Stalin, Brezhnev, Gorbachev, Yeltsin, and Kalashnikov). It also establishes their uses in commercial texts and highlights the linguistic means of satirical effect creation as the main pragmatic goal of English commercial and social advertising. The name of a political leader acquires different connotations and in most cases it is “demoted” due to the transfer of the name from the political context to the everyday one: gastronomic, material, kitsch-cultural, glamorous-erotic, etc. Names of the Soviet politicians are found in advertisements of cigarettes, pizza, alcoholic and nonalcoholic drinks, bags and other household items, including absorbent wipes. The article concludes that the image of the Soviet past in multimodal advertising texts in English acquires negative connotations. Besides, the analyzed texts emphasize that the communist ideology belongs to the system of anti-values.
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Al-Heety, Raafat Nazar, and Huda Abdulhakeem Hussein. "The Role of Metaphor in Advertisement Texts: A Psycholinguistic-Structural Study." Journal of University of Human Development 5, no. 3 (July 4, 2019): 14. http://dx.doi.org/10.21928/juhd.v5n3y2019.pp14-17.
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This paper investigates the role and usage of metaphor in advertising texts from a psycho-linguistic, structural perspective. It adopts Al- Najjar (1984) structural classification of metaphor to go hand in hand with Frazier's (1987) perceptual theory of garden path of comprehension on the side of the advertisees. The analysis traces the impact of employing metaphorical texts in texting adverts. It discusses how, linguistically, unrelated words are connected together in terms of cognitive process (garden path). Indirect targeting of meaning by manipulating linguistic tools like structural options generates one of the most attractive factors for a text which is vagueness. Hovering around the exact wording of some meaning provides the advertiser enough space to insert multi-meanings, concepts, and ideas. As such, different unique impact can be made on the advertisees. The paper analyses some selected English advertising texts depending on an eclectic model made out of these two models. Finally, it ends with some conclusions which assure that relational metaphor is comprehended serially, while sentential metaphor is comprehended in a parallel garden path.
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Zhou, Lan, and Qiang Sun. "A Contrastive Analysis of Explicit Cohesion in English Advertising Texts and Their Chinese Consecutive Interpretation Versions." Theory and Practice in Language Studies 9, no. 4 (April 1, 2019): 465. http://dx.doi.org/10.17507/tpls.0904.15.
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Although much research has been conducted on language features of advertising, little has been reported on the contrast between language use in advertisements, particularly advertisements in English and those in Chinese. Drawing on Halliday and Hasan’s theory about cohesion in text, this paper reports on the explicit cohesion devices used in advertising texts in English and Chinese. The data were derived from Singapore, a multilingual country where English and Chinese are two important languages. A total of thirty advertisements in English and their Chinese versions were analyzed for the distribution of explicit cohesive devices, i.e., lexical cohesion and grammatical cohesion. The study reveals that advertisements in English used more reference and conjunction devices than those in Chinese, whereas Chinese language advertisements employed more ellipsis devices than English language advertisements. It also finds that there were no differences in the use of substitution and lexical devices in English or Chinese language advertisements. The conclusion of the study is finally drawn and the further study is suggested.
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Yan, Kai, and Yuxuan Jiang. "Ways of Expressing РАДОСТЬ (Happiness / Joy) in Russian Advertising Text." NSU Vestnik. Series: Linguistics and Intercultural Communication 18, no. 4 (2020): 69–84. http://dx.doi.org/10.25205/1818-7935-2020-18-4-69-84.
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The article analyzes the ways of expressing the emotion of РАДОСТЬ (HAPPINESS / JOY) in modern Russian advertising texts. The purpose of the article is to identify the main ways of conveying the emotions and emotional states of РАДОСТЬ (HAPPINESS / JOY) and their cultural specificity in the selected Russian advertising texts. To achieve this goal we have formulated the following objectives: 1) To build a lexical and semantic field of the lexeme РАДОСТЬ (“happiness” / “joy”) in Russian; 2) to build an associative field of the lexeme РАДОСТЬ (“happiness” / “joy”) in the Russian language speakers’ consciousness; 3) to identify the main ways of conveying РАДОСТЬ (HAPPINESS / JOY) in the analyzed advertising texts. The sources of materials are: 1) Russian explanatory dictionaries, Russian associative thesauri, and dictionaries of Russian synonyms; 2) a selection of 100 Russian advertising items made by native Russian speakers dating from 11.2019 to 02.2020. In order to create a lexical and semantic field of the lexeme “радость” (happiness / joy), a number of Russian language dictionaries gave been used, for example: the “Explanatory Dictionary of the Living Great Russian Language” by V. I. Dahl, “Explanatory dictionary of Russian language” edited by D. N. Ushakov, “Dictionary of Russian language” by S. I. Ozhegov and N. Yu. Shvedova, etc. Then we checked on the semantic structure of the lexeme “радость” (happiness / joy) in explanatory monolingual dictionaries of the Russian language as well as in the Dictionary of Synonyms. The Russian associative thesaurus (hereinafter RACES?) was used to build an associative field of the lexeme “радость” (happiness / joy) in the Russian language speakers’consciousness. Based on the analysis, 100 advertising contexts were selected and described with regard to the images conveying the emotion and emotional states of “РАДОСТЬ” (HAPPINESS / JOY), such as facial expression, people’s behaviour, the colour of images). We used descriptive and statistical methods, as well as the methods of semantic analysis and linguo-cultural interpretation. The novelty of the research is that it is by far the first to attempt: 1) To build a semantic field of the lexeme “радость” (happiness / joy) based on the lexicographic analysis; 2) to build an associative field of the given lexeme in the Russian language speakers’ consciousness based on the RACES; 3) to identify the main ways of conveying the emotion РАДОСТЬ (HAPPINESS / JOY) in selected Russian advertising texts; 4) to show cultural specificity of the manifestation of the emotion РАДОСТЬ (HAPPINESS / JOY) in the selected Russian advertising texts. In our opinion, the results obtained during the analysis are relevant to the development of text linguistics and linguoculturology. We hope this work will reveal cultural specificity of the emotion РАДОСТЬ (HAPPINESS / JOY) in Russian linguo-culture, and will contribute to efficient intercultural communication between the speakers of Russian and Chinese languages.
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Sidiropoulou, Maria. "Refiguring Asianness in tourism advertising." Translation and Translanguaging in Multilingual Contexts 5, no. 2 (April 24, 2019): 121–42. http://dx.doi.org/10.1075/ttmc.00028.sid.
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Abstract Identities are often reshaped, in translanguaging contexts, to fit narratives circulating in target environments. Analysis of parallel tourism data shifts is a rich resource for tracing how space identities may travel cross-culturally. The study tackles representations of Asianness as manifested through English and Greek parallel texts, in tourism advertising, to reveal locally internalized ‘speaker positionings’ which significantly affect the ‘package of identity features’ attributed to a destination. The analysis first takes into consideration the visibility of Asian spaces in the Greek press and points to features which may allow a unified account of media and travel discourses, drawing on tourism theoretical accounts. Discursively conveyed representations of Asian spaces are assumed to immensely affect perception of Asian destinations and sensibilities in audiences.
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Bulatova, E. V., M. P. Gnativ, and A. A. Pogrebnyakova. "Non-Verbal Components of the Semantic Structure of Polycode Advertising Texts in the Instagram Network." Izvestia Ural Federal University Journal Series 1. Issues in Education, Science and Culture 27, no. 3 (2021): 61–73. http://dx.doi.org/10.15826/izv1.2021.27.3.055.
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The article is devoted to the role of non-verbal components (video, photo images, audio, graphic signs, etc.) in the semantic structure of polycode advertising publications. The empirical material included advertising messages retrieved from the social network Instagram. The role of nonverbal elements as the leading attractive component of the publication is defined. The practice of verbal and visual duplication of elements of the text semantic structure is revealed. The multi-functionality of visual elements as a component of the media text semantic structure is described. The role of visual, audial and graphic components in the logical framework of the message is fixed. The analysis of the survey of respondents allowed us to determine the general specifics of the perception of a polycode publication, as well as the problem areas of building an advertising media text in the Instagram social network.
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Smirnova, Tatjana. "HOW TO TRANSLATE A DREAM : PRAGMATIC ASPECTS OF PROMOTIONAL TEXT TRANSLATION." Vertimo studijos 5, no. 5 (April 6, 2017): 90. http://dx.doi.org/10.15388/vertstud.2012.5.10562.
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The present article provides some insights into the issues concerning the translation of advertising slogans. Application of phonetic stylistic devices and the effects their usage cause are studied analyzing slogans in English, Latvian and Russian. The analysis is undertaken with an aim to consider the role of phonetic stylistic devices in operative texts, with the focus on advertising slogans, and to identify the most appropriate translation methods to be applied in the rendition of these devices in operative texts across the working languages to ensure the equivalence of the intended effect of the source and target message.
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Lee, Jung Woo. "The Meaning of Sport: Sociolinguistic Analysis of Sport and Energy Drink Brands’ Advertising Messages." International Journal of Sport Communication 8, no. 2 (June 2015): 174–92. http://dx.doi.org/10.1123/ijsc.2014-0076.
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This article investigates a sign system in promotional campaigns for the 2 sport/energy-drink brands PowerAde and Monster Energy. More specifically, the paper examines advertising materials published on the British Web sites of the 2 drink brands. The media texts are analyzed using semiotics and critical discourse analysis. In so doing, the author attempts to identify the meaning of sport in different contexts and settings and to interpret ideological connotation embedded in the commercial discourse on sport. The PowerAde advertising presents the meaning of sport as controlled and calculated physical activities associated with high-performance sport. This articulation suggests an idealization of productive individuals, and this appears to be the reification of capitalist ideology through sport. Monster Energy advertising tends to endorse alternative sporting subculture emphasizing the aspects of fun and spectacle, but such endorsement is only validated within the boundaries of consumer culture. The author concludes that advertising involves communication practice through which the meaning of sport with some ideological connotations is continually constructed and disseminated to today’s wider society.
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Terskikh, Marina V. "Representations of Russia and the Russian national character in the modern advertising discourse: linguistic and cognitive analysis." Neophilology, no. 24 (2020): 819–35. http://dx.doi.org/10.20310/2587-6953-2020-6-24-819-835.
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We refer to the concept of the country’s image, which arose in the practice of politicians, government executives, and marketing specialists and has been actively developed in recent dec-ades in the works of representatives of various branches of scientific knowledge: linguists, political scientists, sociologists, philosophers, etc. Media discourse becomes a communication space within which messages are created, on the one hand, reflecting the stereotypical attitudes of the internal and external audience regarding Russia and the Russian people, on the other, correcting negative and reinforcing positive ethnic stereotypes. In this work, the media image of Russia is modeled on the basis of texts of commercial, social and political advertising, speeches of political figures, in particular, in the framework of the election campaign. As a basic methodology, we use the frame modeling method, reconstructs the “Russia” frame in Russian and foreign advertising discourse. Russian commercial advertising forms a positive image of a great, beautiful country with a strong and spiritually rich people, and the concept of “Russian” is used in texts exclusively with positive connotations. Russian social advertising creates the image of a country with a rich history and a great past, however it represents modern Russia as a country in which spiritual values play an increasingly smaller role. The external image of Russia can be generally assessed as negative. The sphere in which the least attractive image is realized is politics. The political theme is updated in all considered types of media discourse and forms the image of a backward, undemocratic state with high corruption and Soviet heritage.
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Клюшина, Алёна Михайловна, and Галина Владимировна Стойкович. "A SEMIOTIC APPROACH TO THE INTERPRETATION OF ENGLISH-LANGUAGE PRINT ADVERTISING." ΠΡΑΞΗMΑ. Journal of Visual Semiotics, no. 3(25) (September 18, 2020): 59–71. http://dx.doi.org/10.23951/2312-7899-2020-3-59-71.
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Статья посвящена изучению креолизованных или семиотически осложненных текстов, состоящих из двух негомогенных частей – вербальной и невербальной, в которых взаимодействуют и формируют смысл разные по своей семиотической природе элементы. Целью статьи является выявление специфики семиотической системы англоязычных печатных рекламных текстов. Актуальность исследования заключается в том, что изучение семиотической системы (как визуальной, так и вербальной) современных англоязычных рекламных текстов дополняет данные интерпретации текста рекламы и обеспечивает дискурсивную целостность анализа исследуемых явлений. В современной лингвистике рекламный текст считают креолизованным, он имеет поликодовый характер, именно поэтому обосновано и необходимо применение семиотического подхода к интерпретации текста рекламы. Материалом исследования послужили современные англоязычные рекламные тексты, которые были опубликованы в журналах Vogue, Elle, In Style, Tatler, Marie Claire, Wedding, Cosmopolitan в 2013–2019 годах. Специфика англоязычных рекламных текстов рассматривается в рамках трёх направлений семиотики: семантики, синтактики и прагматики. В семантике текста рекламы содержится так называемый “лингвовизуальный коммуникативный комплекс”. Основной целью автора рекламного текста является специфическое сочетание и взаимодействие образа и идеи. Анализируя печатный рекламный текст с точки зрения синтактики, авторы отмечают его так называемый формульный характер, то есть связную строгую последовательность его структурных элементов: заголовок, текст, слоган, товарный знак. Прагматическая составляющая рекламного текста рассматривается в статье в виде четырех элементов механизма воздействия рекламы: внимание, интерес, желание иметь, действие/покупка, которые следуют в строгой последовательности в указанном порядке. На семантическом уровне авторы устанавливают наиболее частотные и эффективные виды визуальных знаков, используемых в рекламе. Также исследованы цветовые решения, избираемые для направленного воздействия на реципиента эмоционально, психофизически и символически с целью вызвать желание приобрести товар, что усиливает рекламное воздействие. В статье приводится ряд языковых приемов, используемых при создании рекламных текстов: аллюзия, метафора, повторы, аллитерация, каламбур, гипербола, эллипс и другие. В качестве вывода исследования сформулированы обоснования для формирования представлений о семиотической системе англоязычной печатной рекламы. The article is devoted to the study of creolized, or semiotically complicated texts. Such texts consist of two non-homogeneous parts, verbal and non-verbal, in which elements different in their semiotic nature interact and generate meaning. The aim of the article is to identify and describe the specifics of the semiotic system of English-language printed advertising texts. The relevance of the study lies in the fact that the study of the semiotic system (both visual and verbal) of modern English-language advertising texts supplements the interpretation of the advertising text and ensures the discursive integrity of the analysis of the analyzed phenomena. In modern linguistics, an advertising text is considered creolized; it has a multi-code character, which is why it is justified and necessary to apply a semiotic approach to its interpretation. The research material was modern English-language advertising texts published in Vogue, Elle, In Style, Tatler, Marie Claire, Wedding, and Cosmopolitan magazines in 2013–2019. The specificity of English-language advertising texts is considered in the framework of three areas of semiotics: semantics, syntactics, and pragmatics. The semantics of the advertising text contains the so-called “linguistic-visual communicative complex”. The author of the advertising text aims to create a competent combination and interaction of image and idea. Analyzing the printed advertising text in terms of syntactics, the authors note its so-called formulaic character, that is, a coherent strict sequence of its structural elements: heading, text, slogan, trademark. The authors consider the pragmatic component of the advertising text in the form of four elements of the mechanism of advertising influence: attention, interest, desire to have, action/purchase, which follow in in the strict specified order. At the semantic level, the authors establish the most frequent and effective types of visual signs used in advertising. They also analyze the color decisions chosen for affecting the recipient emotionally, psycho-physically, and symbolically in order to arouse the desire to purchase goods, which enhances the advertising impact. The article provides a number of language techniques used in creating advertising texts: allusion, metaphor, repetition, alliteration, pun, hyperbole, ellipsis, and others. As a conclusion of the research, the authors formulate justifications for the formation of ideas about the semiotic system of English-language print advertising.
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Andringa, Els. "Daarom is Reclame Dan Ook Interessant Voor De Tekstwetenschap." Toegepaste Taalwetenschap in Artikelen 28 (January 1, 1987): 104–17. http://dx.doi.org/10.1075/ttwia.28.10and.
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From general advertising tasks and strategies three hypotheses about connectivity in advertisement texts were derived: 1. In advertisements the number of connectors will be comparatively high. 2. The number of subordinating connectors, however, will be low. 3. Connectors which semantically possess an argumentative or rhetoric quality will play a dominant role. These hypotheses were tested in a comparative study of written advertising language and other kinds of written texts. Hypothesis 1 and 2 were supported. In testing the third hypothesis it was found that the connectors of addition and of causation are more frequent in advertising than in other written language, but that adversatives are not. In a qualitative analysis the role of causal relationships was worked out. It was found that their functions fitted the tasks of advertising texts from which the hypotheses originated very well. At least five functions have been found: 1. Causal connectors often relate two different product qualities to each other. 2. They do this by putting these qualities in an argumentative structure of the following form: Product quality (P) conclusion> General positive quality (C) or: Ρ explanation 3. When the generalizing difference between (P) and (C) is not very strong, the structure becomes one of tautological repetition. In this way a product quality may be accentuated.
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Li, Stanislav, Lyudmila Araeva, and Guo Xin. "Reflection of national and cultural specifics in the text of advertising (on material of texts of advertising of the Chinese and Russian building companies)." MATEC Web of Conferences 212 (2018): 09016. http://dx.doi.org/10.1051/matecconf/201821209016.
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The purpose of article is detection of the general and specific advertising texts of real estate development companies in slogans in the Russian and Chinese languages. Any advertising is designed for the consumer who will buy the advertised goods. The scientific novelty of the study is determined by the fact that for the first time a propositional analysis of the “advertisement” frame in Chinese, which is an isolating one, is carried out. This approach is based on the technique of frame modeling, where the main components are the deep structures of knowledge propositional schemes and verbal propositions. Advertising efficiency is caused by the accounting of the traditions which developed in a certain nation, stereotypes and those associations which invisibly are present at texts. The phraseological units functioning in this or that culture are created on the basis of these traditions, cultural stereotypes; reflect features of a world view of the nation. The conducted research allows revealing that at the heart of phraseological units there are same propositional structures which are invisibly sending a thought of the person to propositions. The person learns the world, comparing one to another. It is propositional organized phraseological units allow to reveal the associations, general and unique for the nation. On the one hand, to understand that, at the most abstract level all languages are arranged equally what Humboldt wrote about, and, with another – to see an originality of each language.
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Zubkova, Irina, Lidia Alahverdieva, Irina Zhivotkova, and Svetlana Kruglova. "Qualitative-characterizing complicators in the semantic-syntaxic structure positive copyrinting texts." E3S Web of Conferences 273 (2021): 11028. http://dx.doi.org/10.1051/e3sconf/202127311028.
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The article concerns with the characteristic features of functioning of qualitatively defining "positive" adverbs-compilers in copywriting texts, which lead to a complication of semantic-syntactic structure and pragmatic content of advertising content and are expressed as the form of free distributors of sentences - determinants that serve as expressive-emotional means of author's intention. It has been determined that "attractive" qualitatively characterizing adverbs are generally considered integral component of the advertising text, which largely forms its stylistic originality. The use of original expressive techniques and various linguistic means by copywriters helps to create a "positive", figurative text, build content according to a certain structure and to form the main idea. Reference to new material, which was not the subject of special analysis, in our opinion, will allow us to obtain additional arguments in favour of qualifying qualitatively-characterizing compilators in the semantic-syntactic structure of positive copywriting texts as determinant members of a sentence.
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Tsoloeva, Seda B. "Metaphorical models verbalized in English-language professional advertising discourse: Artifact metaphorical model." Theoretical and Applied Linguistics, no. 7 (2021): 183–91. http://dx.doi.org/10.22250/2410-7190_2021_7_1_183_191.
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The article presents the results of the English-language professional advertising discourse analysis regarding the use of metaphorical models. The research material consisted of 500 English-language advertising texts from The Art of Design magazine, posted on the Internet, thematically related to the field of design and architecture. In the course of the research, it was found that the metaphor structure contains a metaphorical core and a metaphorical periphery, which convey the main and additional semantic metaphorical load in the context. The author identifies the artifact metaphorical model Design product → Artifact that verbalizes the transfer at the semantic level based on the idea that a particular design product is thought of as the result of labor, the creation of human hands. The paper presents statistical data that determines the frequency of use of the artifact metaphor within the analyzed sample, according to which, the artifact metaphorical model is present in 215 examples of advertising texts, which is 43% of the sample material.
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Tomažic, Tina, Damir Boras, Jelena Jurišic, and Dušan Lesjak. "Covert advertising as inadmissible presentation of information." Industrial Management & Data Systems 114, no. 1 (January 28, 2014): 107–22. http://dx.doi.org/10.1108/imds-04-2013-0204.
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Purpose – The purpose of this paper is to identify and redefine the categories of covert advertising, to demonstrate the covert aspects of advertising in the press, to provide a high-quality comparison of three leading Slovenian newspapers and to prepare a model for future researchers. Design/methodology/approach – In this article, the authors defined, analyzed, and explored covert advertising. In the first part, the authors used descriptive approach and method of compilation. In the empirical part, the authors used content analysis to research texts of covert advertising; the authors used analytical approach. Data were analyzed with the help of the computer programme SPSS. Findings – The results of the research indicate that covert advertising appears on a daily basis in daily newspapers and these articles are visually more attractive to garner greater attention from readers and offer numerous visual presentations. Research limitations/implications – The first limitation is presenting a lack of literature in this area, especially very poor knowledge of covert advertising in English, American and German literature. There is not a single word that around the world marked the same phenomenon. This research is limited to print media; it cannot be generalized to all media. This is a survey of ads where the authors cannot rule out subjective assessments. Originality/value – The significance of this research is that texts with covert advertising in Slovenia were for the first time scientifically investigated. The research approach and methodological instruments could be used as a model, a simplified representation of reality for future researches.