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Dissertations / Theses on the topic 'English advertising'
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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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Ustinova, Irina P. "Impact of English on modern Russian TV advertising." Related electronic resource: Current Research at SU : database of SU dissertations, recent titles available full text, 2002. http://wwwlib.umi.com/cr/syr/main.
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Ng, Man-yi Emily. "English in designs in Hong Kong." Hong Kong : University of Hong Kong, 2001. http://sunzi.lib.hku.hk:8888/cgi-bin/hkuto%5Ftoc%5Fpdf?B2347287x.
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Hodzic, Alma. "Advertisements in English in a non-English speaking country : A study on the use of English in Swedish magazine advertisements." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-28632.
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In today’s globalized world there are not many limitations in the communication between people, and companies from different parts of the world. There are several methods companies can use to reach out to people, and one method is through magazines. When reading a magazine it is nearly impossible to not notice advertisements. The purpose of this thesis was to explore how the English language is used in Swedish magazines. Also, how do Swedish companies versus foreign companies use English in their advertisements in Sweden? This is a qualitative study in which four different magazines, and two issues from each were observed. Several studies have been completed on advertising and language, and those studies are introduced and discussed in this study. However, few studies have been done on the language in advertisements in Swedish magazines. The method consisted of documenting and saving all the advertisements in the magazines, and their language choices were then analyzed. This study reveals that English is used in Swedish advertisements to a notable extent. Nevertheless, there were some interesting differences between foreign companies and Swedish companies. For instance, in some cases Swedish companies used English to a greater extent than the foreign companies.
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Carling, Evelina. "Swedes' Attitudes to the Use of English in Swedish Advertising." Thesis, Mälardalens högskola, Akademin för utbildning, kultur och kommunikation, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-40997.
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English is commonly used on the Swedish consumer market today. Not only is English present in Swedish print media but it is also highly present in everyday communication amongst Swedes. The aim of this paper is to find out why English is often picked for promotion purposes and to find out if young Swedes have more positive attitudes towards English than Swedish – Both in general and when it comes to advertising purposes. This study investigates the possible advantages as well as disadvantages of using English in logotypes and brand names aimed at a target group that are learners of English as a second or foreign language. The study was performed using a questionnaire divided into two parts. The first part aimed at finding out about the informants’ knowledge of English and attitudes towards English. The second part was about Swedes’ preferences regarding English versus Swedish brand names. To do so six fictional logotypes in pairs of two’s were created: one with all Swedish text elements and one with all English text elements. The informants were to pick their favorite logotype and motivate why they picked it. The results showed that Swedes generally have positive attitudes towards English and that they prefer English brand names to Swedish ones when the English used is on a certain linguistic level. A possible conclusion is that Swedes like English better for commercial purposes but only as long as they experience some familiarity with the words or expressions used.
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Ringrow, H. L. "Discursive constructs of femininity in English and French cosmetics advertising." Thesis, Queen's University Belfast, 2014. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.680506.
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This thesis seeks to explore discursive constructions of femininity in contemporary English and French cosmetics advertising. The data consists of a corpus of 495 female-targeted cosmetics advertisements from 2011, of which 249 are French and are 246 English, taken from Elle and Cosmopolitan magazine. This research uses a Feminist Critical Discourse Analysis approach, which comprises textual, visual and quantitative methods. The key constructs explored though critical linguistic analysis are: femininity as the continual pursuit of the young, ideal body; femininity as a sexual identity; a pseudo-scientific femininity; and femininity as brand consumption. The concept of 'consumer femininity', the connection made between a feminine identity and the purchase and usage of beauty products, underpins most, if not all, cosmetics advertising discourse. Through analysis of the constructs outlined above, the differences and/or similarities between the English and French cosmetics advertising data analysed are examined. As part of the analysis of femininity as pursuit of the young, ideal body, a proposed model is suggested for Problem-Solution 1atterns in French and English cosmetics advertising discourse. A cosmetic advertising slogan typology is also proffered as part of the exploration of femininity as brand consumption. Critical language research on contemporary gendered texts is emphasised throughout this thesis as a productive starting point for interrogating axiomatic assumptions about female bodies and female identity in the media.
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Mawhood, Rhonda. "Images of feminine beauty in advertisements for beauty products, English Canada, 1901-1941." Thesis, McGill University, 1991. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=60562.
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This thesis is a study of magazine advertisements for beauty products in Canada between 1901 and 1941. It looks at the use of cosmetics and the growth of advertising in the context of the development of North American consumer culture, highlighting the role of gender in that culture. The period studied is divided in two by the mid-1920s to reflect changes in advertisers' views of consumers--from rational decision-makers to irrational creatures driven by their emotions--and in ideals of feminine beauty, as the use of cosmetics became an essential part of the ideal perpetuated by advertising. The thesis attempts to show the link between business history and cultural history by demonstrating how marketing professionals co-opted cultural trends in order to create effective advertising, and how traditional relationships and values were modified by the purchase and use of mass-marketed goods.
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Walker, Aretha A. "A study of the rhetoric of American advertising discourse." DigitalCommons@Robert W. Woodruff Library, Atlanta University Center, 2007. http://digitalcommons.auctr.edu/dissertations/1366.
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This study, exploring the nature of American advertising discourse, is guided by two overriding questions. First, "What is the nature of rhetoric in American advertising discourse?" and "How is the rhetoric of American advertising different from literature?" To answer these questions, the study examines the extended post-modern meaning of discourse and advertising, exploring both terms from the perspectives of humanists, sociologists, advertisers and communication experts. The study further discusses the nature of popular culture, of which advertising is a subgroup, and then explores the view of its critics who see it as dystopic—creating the opposite of a Utopia. These critics primarily fall into three camps: those who stridently denounce it without applying any sort of analysis or explanation of why it is bad, the best example being Hilton Kramer. Another in this camp, Dwight McDonald, tries to analyze popular culture albeit from a biased perspective, as his terminology and language quickly demonstrate. Others who more successfully explore the negative aspects of popular culture are the famous culture 1 critics, Allan Bloom and Christopher Lasch, who advocate keeping popular literature out of the classroom because it takes away precious time from the classics. Proponents of popular culture are less concerned, however, with whether or not the items being studied are "good" or bad" but rather whether or not they are worth being studied. They give an overwhelming answer, "Yes, they should be." These scholars, often politically motivated, use the theory of cultural materialism through which to examine cultural artifacts. Moreover, the study examines rhetorical devices of advertising discourse. Using glossy magazine advertisements, four tropes that are frequently used in advertisements are explored—imagery, rhythm, symbolism, and hyperbole, demonstrating how the visual images of women, as well as images that project power and wealth, are utilized in the discourse of American advertising, both positively and negatively. Finally, the study brings poetry and advertising together for comparative purposes by examining elements of syntax and graphics, and the ideology of love as seen in the two. The overall significance of this study is that it sheds light on the relationship between the discourses of two genres of cultural production that many people frequently assume not to be related.
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Furner, Emily Kay. "Cultural Differences in Russian and English Magazine Advertising: A Pragmatic Approach." BYU ScholarsArchive, 2018. https://scholarsarchive.byu.edu/etd/6730.
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Many American companies looking to increase sales and achieve growth targets consider expanding the reach of their product lines to other countries. However, expansion on a global scale often requires much trial and error as English-speaking companies try to market their goods to a foreign audience. In order to ease this process, localization experts are often hired to "localize" or change advertisements in order to make them more culturally relevant to consumers. Because the field of localization is relatively new, there is little research done on the degree and extent to which advertisements are localized. The purpose of this study is to explore the cultural differences in advertising between Russia and the United States of America. Two different samples of print magazine advertisements were taken from beauty magazines published in Russia and America to determine how much, if any, localization is occurring in Russian media. In order to compare the different advertising strategies of Russia and the United States, 235 non-localized Russian advertisements and 128 localized advertisements were coded for several different pragmatic features that Simpson (2001) included in his "reason" and "tickle" advertising framework. The results were then analyzed through content analysis and Chi-square statistics to find what pragmatic features are characteristic of localized and non-localized Russian ads. The study found that non-localized Russian advertising places more emphasis on reason-based persuasion strategies—most notably celebrity endorsement and extensive listing of reasons to buy a particular product. Localized Russian advertising, in contrast, uses more tickle-based persuasion tactics such as metaphor and implicature. 80% of localized Russian advertisements had little to no change in their advertising text from the English version of the advertisements, which means that the rate of localization in Russian advertising is currently low. Low rates of localization and differing persuasive techniques among the two samples signify the need for better cultural awareness in international marketing campaigns.
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Sin, Hoi Lam Carolina. "Translating rhetorical devices :a case study of translation of advertising slogans." Thesis, University of Macau, 2018. http://umaclib3.umac.mo/record=b3954269.
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Ng, Man-yi Emily, and 吳敏儀. "English in designs in Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2001. http://hub.hku.hk/bib/B31953189.
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McLaren, Yvonne. "Text strategy as an interactional feature in the corporate brochure : an English-French contrastive textology." Thesis, Heriot-Watt University, 1999. http://hdl.handle.net/10399/1195.
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Pertu, Elena <1980>. "The problems of equivalence in advertising translation: examples from English and Russian." Doctoral thesis, Alma Mater Studiorum - Università di Bologna, 2011. http://amsdottorato.unibo.it/3325/.
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The academic environment has recently recognized the importance and benefits that an extensive research on the translation of advertising can have for translation studies. Despite the growing interest and increasing research activity in the field it is still difficult to speak about a theory of advertising translation in general. There is a need for further study encompassing different languages and both heterogeneous and homogenous cultures that will give the possibility to receive a more complete map of what the translation of advertising is and should be. Previous studies have been concentrated, for the most part, on Western European language pairs. This study is a research into perfume and cosmetics print advertisements translated from English into Russian where both visual and verbal elements are considered. Three broad translation approaches have been identified in what concerns the verbal message: Translated message, parallel translation, recreated adverts, and three approaches in dealing with the image: similar images, modified images, completely different images. The thesis shows that where Russian advertisements for perfume products tend to have a message, or create one, this is often lacking in the English copy. The article ends by suggesting that perfume advertisements favor the standardization approach when entering Russian market. The attempts to localize the advert have also been noticed although they are obviously less numerous in perfume adverts and are rather instances of adaptation - a mix between the localization and standardization approaches since they keep drawing on the same globally accepted universals about female beauty and concern for ‘woman’s identity’ (we focused our analysis on products designed for female consumers). This study, complementing previous studies, aims to be a contribution to the description of laws and strategies that guide the translation of advertising texts into Russian.
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Nelles, Morgane, and Lea Ladsous. "The impact of online advertising on the Belgian, English and French tourism sector." Thesis, Högskolan i Halmstad, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-26146.
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McAllister, Cindy Kay. "English language and culture cues found in advertisements in selected print publications for deaf and hard of hearing people /." Online version of thesis, 2008. http://hdl.handle.net/1850/8056.
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Wong, Gee-ching, and 王芷菁. "A semiotic approach to the advertising of private English tutoring programmes in Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2013. http://hdl.handle.net/10722/192953.
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This study yields insights into the symbolic and metaphorical value of advertisements produced by the private English programmes in Hong Kong. Exploring the domain of advertising as a medium, the author examines the semiotics of metaphor as a tool to unravel the symbolic and metaphorical representations embedded in the visual images of advertisements produced for private English programmes for the local market.
From deciphering the symbolic signs and metaphors, this study moves to a broader context for further researching into the transfer of symbolic meaning from the advertisement to the advertised product and then to the prospective student. The identification of symbolic interactionism helps to understand the dynamics of the private English education market in Hong Kong.
Three types of metaphor identified by Lakoff &Johnson (2003), namely: orientational metaphor, ontological metaphor and structural metaphor, form the theoretical framework of analysis. By examining the mapping of domains from the concrete source (source domain - the featured object) to the abstract target (target domain – the advertised course), this study discovers the metaphorical connections between different domains, and hence understands what features and characteristics of the advertised products are made the core messages and selling propositions to the target market. The commodification of ideology and the consumer behavioural change from material consumption to sign consumption are also discussed. Findings from this study provide significant insights for colleges or education institutions which are interested in employing advertising strategies in their marketing plans.<br>published_or_final_version<br>English Studies<br>Master<br>Master of Arts
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Christian, Rachel N. "Campaign Advertising: Examining the Differences Between Spanish and English Ads in the United States." Ohio University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1339688996.
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Tromans, Philip. "Advertising America : the printing, publication, and promotion of English New World books, 1553-1600." Thesis, De Montfort University, 2015. http://hdl.handle.net/2086/12484.
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This thesis explores how the paratexts to and physical features of English Tudor books about the New World presented the books’ content to their original readers. The contribution this thesis makes to knowledge is threefold. First, the field of study of English travel and colonial literature lacks a bibliographically informed account of how the books’ constitutive elements of type and paper affect meaning. Widespread use of modern editions of the few accessible texts effaces the originals’ rich aesthetic, structural and tactile forms and fails to comprehensively historicise the production and intentions of the books. The careful, contextualised examinations of typefounts and composition included in this thesis go beyond what has been previously done and suggest agendas for further, necessary and illuminating bibliographical work. Second, the thesis presents the first comprehensively investigative survey of how the paratextual elements of the books marketed the New World to Tudor England. It goes beyond John Parker’s fifty-year-old _Books to Build an Empire_ (1965) by considering the full range of forty-three editions’ paratextual apparatus, not just prefaces, proems and dedications. It is simultaneously a counterbalance to the narrow focus on Richard Hakluyt’s anthological _Principal Navigations_ (1598-1600). The thesis begins the much-needed recovery of the conceptual and publication histories of both the constitutive texts reprinted in _Principal Navigations_ and those not included in Hakluyt’s anthology that are nontheless relevant to the history of the genre. Third, this survey that challenges a still powerful teleology: that the publications were unequivocally books to build an empire. Many of these books were in fact marketed as recreational reads. As the paratextual, structural and material features of many of the books this thesis looks at are under-explored and under-reported, close examination of multiple exemplars was necessary to ensure that this thesis is a representative and reliable record of the marketing strategies used to promote Tudor books about America.
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Hu, Song. "Examining strategies and methods in advertisement translation." Thesis, University of Macau, 2009. http://umaclib3.umac.mo/record=b2456354.
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Tison, Jean-Bernard. "Étude Comparative De Messages Publicitaires Anglophones Et Francophones À La Lumière D'éléments Culturels [Comparative Study of English and French Advertisements Through a Cultural Lens]." Thesis, University of North Texas, 2012. https://digital.library.unt.edu/ark:/67531/metadc177260/.
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This thesis aims to demonstrate the crucial role of cultural aspects such as attitudes, values, social common places, and expectations in the international advertising industry. Through the analysis of written advertisements used in the United States and France, general trends regarding various commercial sectors and products (automobiles, electronics, cosmetics, and so forth) are highlighted and explored. From a linguistic perspective, the purpose of this thesis is not only to observe the semantic differences between translations of the same slogans and messages, but also to draw attention to the tools used in doing so.
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Bogdanova, Maya. "Use of English in advertising and journalistic discourse of the Expanding circle: data from Bulgarian magazines." Thesis, Stockholm University, Department of English, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-40798.
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<p>The combination of the socio-political changes following 1989 and the current status ofEnglish as the language of international communication promoted dynamic transformations ofthe attitude and usages of English in Bulgaria. The purpose of this study is to investigate theforms, functions and symbolic value of English in the Bulgarian advertising and journalisticdiscourse. The emphasis is on non-established words as opposed to established borrowings.Two hypotheses encapsulating the possible relation between English usages in advertising andjournalistic discourses are in the centre of investigation:</p><p>Hypothesis 1 The use of the English language remains on the symbolic and visual level in theBulgarian advertising and journalistic discourses.</p><p>Hypothesis 2 The symbolic value of English usage in advertising discourse is the same as thatof journalistic discourse.</p><p>Prior to the analyses, the study introduces an overview of the Bulgarian linguistic situationand a summary of studies in the area of contact phenomena between English and Bulgarian.Special attention is paid to publications discussing advertising and journalistic discourse.On the base of two principles – genre and readership – six magazines have been selectedto provide the data for the study: Маниджър(Manager); Story, НашДом(Our Home),ЖенатаДнес(The Woman Today), ЖурналзаЖената(Women’s Journal), and Top GearБългария(Top Gear Bulgaria). Using a set of criteria the process of collecting data hasextracted the occurrences of English from all advertisements, section and column headings,article titles, and the featured article of each issue. English occurrences have been classifiedfirst according to their generic function and position in the textual unity, and then, accordingto symbolic value ascribed by English.The statistical data confirms that the use of English in advertising discourse is common;on average 66% of the advertisements contain English words. Cross-reference with the type offunction reveals, however, that only 17% of the English used in advertisements adds semanticvalue to the Bulgarian-English mixing. Therefore, in advertising discourse English remainsmainly a tool for adding symbolic value. As far as the journalistic discourse is concernedEnglish usages are not as frequent; nevertheless, great variations are exemplified. Suchvariation is observed in the heading data where one of the magazines contains no English inthe headings while another uses English in all but four of its headings. The findings of thestudy reject both of the hypotheses although variations are observed and have been describedin this study. The analyses demonstrate that advertising discourse uses English in order toexploit the value of English as the lingua franca of the world, while the journalistic discoursedraws on the symbolic associations of English as the language of popular culture.The results of this study provide a comparison between advertising and journalisticdiscourses. Furthermore, it offers a picture of the situation in Bulgaria twenty years after thepolitical changes and a good intermediate point in the process of spread of English, whichcontinues to modify the linguistic situation of the country.</p>
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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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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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Lenhult, Anna. "A case study of the use of recent English borrowings and code-switching in advertisements in two Swedish lifestyle magazines." Thesis, Karlstads universitet, Institutionen för språk, litteratur och interkultur, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-31038.
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This study is about English borrowings and code-switching in advertisements in the two Swedish lifestyle magazines Amelia and King. The investigation shows that recent English borrowings were found in 41% of the advertisements in Amelia and in 10% of the advertisements in King. English intra-sentential code-switching appeared in 27% of the advertisements in Amelia but in only 8% in King. About half the advertisements in both magazines contained inter-sentential code-switching. Total code-switching was represented in one advertisement in Amelia and in eighteen in King. The two magazines differed a lot regarding the appearance of recent borrowings and code-switching in their different product categories and only shared the product category alcoholic beverages, which had the highest percentage of code-switching in both magazines. The main difference between Amelia and King was that in Amelia the amount of borrowings and code-switching was much higher than in King, but on the other hand Amelia only contained one advertisement exclusively in English, while in King they were eighteen. Another difference was that Swedish was more common in Amelia while English was more frequently used in King, both mixed with Swedish but also in advertisements where English was used entirely.<br>Den här undersökningen handlar om förekomsten av nya engelska låneord och kodväxling i reklamannonser i de två svenska livsstilstidningarna Amelia och King. Undersökningen visar att nya engelska låneord fanns i 41% av reklamannonserna i Amelia och i 10% av reklamannonserna i King. Engelsk intrasentinell kodväxling hittades i 27% av reklamannonserna i Amelia men bara i 8% av de i King. Ungefär hälften av reklamannonserna i båda tidningarna innehöll intersentinell kodväxling. Total kodväxling, dvs. annonser där all text var på engelska, förekom i en reklamannons i Amelia och arton i King. De två tidningarna skiljde sig mycket från varandra när det gällde antal engelska lånord och kodväxling i de produktkategorier som annonserades och hade bara en produktkategori gemensamt, alkoholhaltiga drycker, som hade högst andel i förekomst av kodväxling. Den största skillnaden mellan Amelia och King var att Amelia innehöll många fler låneord och kodväxlingar än King, samtidigt som Amelia innehöll endast en reklamannons som var helt på engelska medan King innehöll arton. En annan skillnad är att svenska var vanligare i Amelia medan engelska var vanligare i King, både blandad med svenska och i annonser med enbart engelska.
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Börjesson, Mattias. "Swedes’ Understanding of Printed Ads in English : A Study of How Well Swedish Adults Understand the Message of Printed Ads in English." Thesis, Högskolan i Halmstad, Sektionen för humaniora (HUM), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-22396.
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Advertising in English is becoming more and more common in Sweden, as well as in other non-Anglophone countries, and not all previous studies agree on how well these ads are understood by the local population. Therefore, the aim of the present study is to achieve a broader understanding as to how well the message of printed ads in English are understood by the Swedish adult population. Moreover, this study aims to establish whether there are any common tendencies or patterns in the levels of understanding between the five ads chosen for this study, and how these relate to the personal and demographic characteristics present within my sample. The findings of this study indicate that 60% of the printed ads in English are properly understood by most people. Moreover, this study found that the reason for not understanding an ad in English most often is that the ad is drawing on a myth that could not be recognized as something natural by the reader. However, as only 12 subjects were included in this study, no generalizations could be made for the whole Swedish population, and a more extensive research study is thus encouraged.
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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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Bellinson, Robin L. "Theory in Culture: Toward a Psychoanalytic Criticism of Advertising." unrestricted, 2006. http://etd.gsu.edu/theses/available/etd-04042006-125208/.
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Thesis (M.A.)--Georgia State University, 2006.<br>Title from title screen. Calvin Thomas, committee chair; Nancy Chase, Christopher Kocela, committee members. Electronic text (122 p. : ill., photos) : digital, PDF file. Description based on contents viewed May 8, 2007. Includes bibliographical references (p. 112-118).
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Holmberg, Jakob. "The English and Swedish Languages’ Effect on Consumers’ Purchase Intention for Modernity-Related Products and Products Unrelated to Modernity." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-71573.
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English is a global language which is associated with modernity and in advertising, English is used to associate products with modernity in the minds of the consumers. In non-English speaking countries, modernity-related products are more often advertised in English than products unrelated to modernity. Despite this, no previous research has proven that consumers’ purchase intention is higher for modernity-related products advertised in English compared to the same product advertised in the native language. Through an online-survey with a between-subject design a quantitative field experiment was conducted. It was found that consumers had a higher purchase intention for modernity-related products advertised in English compared to the same products advertised in Swedish and that consumers’ purchase intention was higher for products unrelated to modernity advertised in Swedish compared to the same products advertised in English.
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Eliasson, Caroline. "Language and gender as reflected in the advertisements of wedding magazines." Thesis, University of Kalmar, School of Human Sciences, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-696.
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<p>The aim of this paper was to investigate what linguistic markers indicate that wedding magazines are written for women. The advertisements were divided into groups according to the target of the product advertized: targeted at women, at men and at both men and women. It was determined that the majority of the advertisements were aimed at women.</p><p>All the advertisements were checked for certain linguistic features: adverbs, evaluative and non- evaluative adjectives, gender marked words and titles. Since the material comprised very few advertisements targeted at men, the focus is on advertisements for women and advertisements targeted at both men and women.</p><p>The results of the study show that the language in the magazines confirms that they are aimed at women. Therefore, this paper can come to the conclusion that wedding magazines are for women, both in terms of language, which this paper investigated, pictures and the products advertised.</p>
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Persson, Lotta. "The Language of Tourism : How the Tourism Industry Promotes Magic." Thesis, Högskolan i Halmstad, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-17803.
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To lure potential customers to buy a holiday away from home, most marketers incorporate certain semantic and pragmatic features into their promotional material: words and images are chosen with utmost care. The present study is conducted in order to reveal these semantic and pragmatic features and equally, to show how they highlight the concept of “magic”.This research is based on responses from six different interviews in which the interviewees had to describe twelve key words and key phrases taken from twelve tourism advertisements, in and out of context. Secondary material further consists of publications dealing with the areas of linguistics, advertising and tourism.The conclusion of this research will reveal that the impact of tourism advertisements depends on agreement between various semantic and pragmatic elements rather than implementation of individual semantic and pragmatic features per se. In other words, all the semantic and pragmatic elements (linguistic and non-linguistic content) have to reinforce one another, acknowledging common ground and meeting the reader's pre-existing assumptions. Hence, for an advertisement to avoid ambiguity it has to be relevance-governed, delivering just what is necessary to ensure that the reader is able to decode the message: that one should leave the ordinary and travel to a temporary, yet seemingly magical holiday destination.
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Conrad, Eric Christopher. "The Walt Whitman brand: Leaves of grass and literary promotion, 1855-1892." Diss., University of Iowa, 2013. https://ir.uiowa.edu/etd/1838.
Full textAbstract:
My dissertation tracks the development of literary advertising in the United States during the late-nineteenth century through the emergence and evolution of Walt Whitman as a recognizable brand name. Situating the strategies of Whitman and his publishers within the broader context of nineteenth-century literary advertising, I trace the roots of modern publishing practices back to the experiments of a generation of American authors and would-be promoters. At the intersection of the professional author's ascent in the United States and the growing centralization and sophistication of the advertising trade, a new anxiety surfaces in the world of nineteenth-century American publishing: how best to sell the literary text and, in turn, market its author. Whitman's attempts to promote himself and Leaves of Grass--efforts that were sometimes prescient, occasionally ludicrous--focus this study of a period in literary advertising when professional authorship was a relatively new reality, poetry was widely read, and the rise of the literary celebrity was in the making. The multiple publications of Leaves of Grass may not, in their time, have defined this moment of American literary history, but retrospectively they invite us to consider how poets and publishers distinguished their literary commodities and authorial personas in rapidly expanding and increasingly unpredictable literary markets.
This dissertation develops an important new dimension to the study of Whitman and the culture of literary celebrity: an in-depth examination of the promotional artifacts circulating in and around Leaves of Grass--the newspaper advertisements, circulars, print ornaments, promotional schemes, posters, broadsides, engravings, book covers, and critical annexes that were as central to Whitman's brand as his poetry. This book-studies oriented methodology challenges us to consider the role "non-literary" elements have played in the reception and consumption of literary works, especially in establishing the iconic status of authors like Whitman.
Each chapter is devoted to a marker of the Whitman brand--an image, symbol, or promotional strategy that served as a metaphoric trademark of the poet and his distinct textual product. Chapter 1, "`No other matter but poems': Promotion Paratexts and Whitman's Gymnastic Reader," examines the use of promotion paratext to advertise the first three editions of Leaves of Grass and the sophisticated reading practice these texts recruited. Chapter 2, "'I announce a man or woman coming': The Poet as Printer's Fist," looks at Whitman's use of the "manicule" (a small pointing hand) as a symbol of the poet's function reproduced in and on Leaves of Grass. Chapter 3, "`Anything honest to sell books': Autograph-hunting and the Whitmanian Imprimatur," considers Whitman's relationship to the culture of autograph collecting and his innovative use of his own signature as a promotional device. Chapter 4, "Am I Not a Man and a Poet?: Branding Walt Whitman," examines the two most famous faces of the Whitman brand--Whitman the Bowery boy rough and Whitman the Good Gray Poet--revealing how those seemingly conflicting personas became the target of racialized critiques during the 1860s.
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Красуля, Алла Вікторівна, Алла Викторовна Красуля, Alla Viktorivna Krasulia та А. Шумило. "Англомовні рекламні повідомлення: лінгвостилістичні аспекти перекладу". Thesis, Сумський державний університет, 2021. https://essuir.sumdu.edu.ua/handle/123456789/84375.
Full textAbstract:
У світі, де конкуренти відчайдушно змагаються за увагу потенційного
клієнта, слоган компанії чи бренду є важливою передумовою для досягнення
поставлених цілей, а саме: заохочування придбати товар чи скористатися
послугою. Мета нашого дослідження – проаналізувати лінгвостилістичні
засоби увиразнення англомовних рекламних гасел, а саме епітет, метафора і
каламбур, а також охарактеризувати особливості їх перекладу на українську
мову. Актуальність дослідження полягає у тому, що максимізація впливу
рекламного повідомлення на споживача уможливлюється не лише завдяки
аудіо-візуальному контенту, а перш за все, завдяки використанню спеціальних
лінгвістичних ресурсів. Таким чином, створення ідеального слогану, який вдало
підкреслить сильні сторони бренду і забезпечить конкурентоспроможність,
залежить від вибору вдалої риторичної фігури.
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Zhou, Si Jing. ""Advertorials" : a genre-based analysis of an emerging hybridized genre." Thesis, University of Macau, 2007. http://umaclib3.umac.mo/record=b1783584.
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Овсянко, Олена Леонідівна, Елена Леонидовна Овсянко, Olena Leonidivna Ovsianko та К. Ю. Полторак. "Особливості перекладу англомовних рекламних текстів". Thesis, Південноукраїнська організація "Центр філологічних досліджень", 2019. https://essuir.sumdu.edu.ua/handle/123456789/81602.
Full textAbstract:
Наукова розвідка присвячена вивченню структурно-семантичних, стилістичних та перекладацьких особливостей англомовних рекламних текстів.<br>Научное исследование посвящено изучению структурно-семантических, стилистических и переводческих особенностей англоязычных рекламных текстов.<br>Scientific research is devoted to the study of structural, semantic, stylistic, and translation features of English-language advertising texts.
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Шумило, А. О. "Особливості збереження прагматичного потенціалу англомовних рекламних слоганів (перекладацький аспект)". Master's thesis, Сумський державний університет, 2021. https://essuir.sumdu.edu.ua/handle/123456789/86592.
Full textAbstract:
Тема: Особливості збереження прагматичного потенціалу англомовних рекламних слоганів (перекладацький аспект)
Мета: Аналіз лінгвостилістичних засобів увиразнення англомовних рекламних слоганів та визначення способів їх перекладу українською мовою.
Теоретичне значення: У ході дослідження з’ясовано, що англомовний рекламний дискурс – це складний комунікативний феномен, що реалізується у певному медіапросторі найефективнішими засобами, які поєднують у собі соціокультурні та психолінгвістичні ознаки. Наведено основні характеристики англомовного рекламного дискурсу, а також психологічні та лінгвістичні прийоми впливу, що притаманні йому. Висвітлено поняття рекламного тексту, досліджено його структуру та типи. Встановлено, що максимізація впливу рекламного слогана на споживача уможливлюється завдяки спеціальним лінгвостилістичним ресурсам на фонетичному, лексичному та синтаксичному рівнях. Найтиповішими лінгвостилістичними засобами увиразнення на лексичному рівні є метафора, епітет, гіпербола, персоніфікація, каламбур, порівняння і метонімія; на синтаксичному – антитеза, риторичне запитання, повтор, паралелізм та інверсія; на фонетичному – рима, алітерація та асонанс. Окрім того, проаналізовано такі способи перекладу рекламних повідомлень, як відсутність перекладу, дослівний переклад, адаптація та ревізія. Результати нашого дослідження свідчать, що прийом адаптації є найпоширенішим. Розглянуто прийом транскреації та його роль у досягненні комунікативно-прагматичної мети при перекладі рекламних повідомлень. Розроблено низку рекомендацій для перекладу англомовних рекламних слоганів з лінгвостилістичними засобами виразності, а також добірку вправ для тренування професійних навичок перекладача англомовних рекламних текстів.<br>Тема: Особенности сохранения прагматичного потенциала англоязычных рекламных слоганов (переводческий аспект).
Цель: Анализ лингвостилистических средств выразительности англоязычных рекламных слоганов и определение способов их перевода на украинский язык.
Теоретическое значение: В ходе исследования выяснено, что англоязычный рекламный дискурс – это сложный коммуникативный феномен, реализуемый в определенном медиапространстве наиболее эффективными средствами, сочетающими в себе социокультурные и психолингвистические признаки. Приведены основные характеристики англоязычного рекламного дискурса, а также психологические и лингвистические приемы, которые присущи ему. Представлено понятие рекламного текста, исследованы его структура и типы. Установлено, что максимизация влияния рекламного слогана на потребителя осуществляется благодаря специальным лингвостилистическим ресурсам на фонетическом, лексическом и синтаксическом уровнях. Наиболее типичными лингвостилистическими средствами выразительности на лексическом уровне являются метафора, эпитет, гипербола, персонификация, каламбур, сравнение и метонимия; на синтаксическом – антитезис, риторический вопрос, повтор, параллелизм и инверсия; на фонетическом – рифма, аллитерация и ассонанс. Кроме того, проанализированы такие способы перевода рекламных сообщений, как отсутствие перевода, дословный перевод, адаптация и ревизия. Результаты нашего исследования свидетельствуют, что прием адаптации наиболее распространен. Рассмотрен прием транскреации и его роль в достижении коммуникативно-прагматических целей при переводе рекламных сообщений. Разработан ряд рекомендаций по переводу англоязычных рекламных слоганов с лингвостилистическими средствами выразительности, а также подборка упражнений для тренировки профессиональных навыков переводчика англоязычных рекламных текстов.<br>Title: Features of Preserving the Pragmatic potential of English-Language Advertising Slogans (Translation Aspect)
Goal: Analysis of stylistic means of expression of English-language advertising slogans and determination of ways of their translation into Ukrainian.
Theoretical meaning: The study found that English-language advertising discourse is a complex communicative phenomenon that is realized in a certain media space by the most effective means that combine socio-cultural and psycholinguistic features. The main characteristics of English-language advertising discourse, as well as psychological and linguistic strategies of influence inherent in it, are outlined. The concept of advertising text is presented, its structure and types are investigated. It is established that the strengthening of the influence of the advertising slogan on the consumer is possible due to special stylistic means at the phonetic, lexical and syntactic levels. The most typical stylistic means of expression at the lexical level are metaphor, epithet, hyperbole, personification, pun, comparison and metonymy. At the syntactic level, antithesis, rhetorical question, repetition, parallelism and inversion are distinguished. The phonetic level is indicated by the use of rhyme, alliteration and assonance. In addition, such methods of translation of advertising messages as lack of translation, literal translation, adaptation and revision are analyzed. The results of our study show that the adaptation strategy is the most common. Transcreation and its role in achieving the communicative-pragmatic goal in the translation of advertising messages are considered. A number of recommendations for the translation of English-language advertising slogans with stylistic means of expression, as well as a series of exercises to train the professional skills of the translator of English-language advertising texts have been developed.
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Полторак, К. Ю. "Особливості перекладу англомовних рекламних текстів". Master's thesis, Сумський державний університет, 2019. http://essuir.sumdu.edu.ua/handle/123456789/75301.
Full textAbstract:
Дипломна робота присвячена встановленню основних особливостей сучасних англомовних рекламних текстів. Фокусується увага на стратегіях перекладу рекламних текстів та еквівалентності тексту оригіналу і тексту перекладу реклами. Запропоновані розробки фрагментів занять для використання у начальному процесі.<br>Дипломная работа посвящена установлению основных особенностей современных англоязычных рекламных текстов. Фокусируется внимание на стратегиях перевода рекламных текстов и эквивалентности текста оригинала и текста перевода рекламы. Предложены разработки фрагментов занятий для использования в учебном процессе.<br>The graduate work is devoted to the investigation of the main features of modern English-language advertising texts. The attention is focused on the strategies of translation of advertising texts and equivalence of source text and translation text ads. Development of lessons for their use in educational process is offered.
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Полежай, А., Галина Валеріївна Чуланова, Галина Валериевна Чуланова та Halyna Valeriivna Chulanova. "Мовні засоби увиразнення рекламних текстів". Thesis, Сумський державний університет, 2019. https://essuir.sumdu.edu.ua/handle/123456789/76944.
Full textAbstract:
Об’єктом дослідження є англомовні друковані рекламні тексти.
Предметом дослідження виступають їх лексико-семантичні особливості.
Матеріалом дослідження є англомовні рекламні тексти провідних
зарубіжних компаній. Мета роботи полягає у вивченні лексико-семантичних
особливостей друкованих рекламних текстів.
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Ємельянова, Олена Валеріанівна, Елена Валериановна Емельянова, Olena Valerianivna Yemelyanova та А. А. Малай. "Особливості використання фоностилістичних засобів у англомовному рекламному дискурсі". Thesis, Сумський державний університет, 2018. http://essuir.sumdu.edu.ua/handle/123456789/72791.
Full textAbstract:
Для сучасного рекламного дискурсу характерним є активне уживання звуконаслідування та звуковідтворення. Звуковідтворення – внесення до тексту переданих фонетичними засобами мови криків тварин і птахів, звуки машин й іншої техніки. Зазвичай використовують неповнозначні слова, звукові комплекси, які є індивідуально авторськими і не належать до мовної системи. А це означає, що, по суті, кожен із нас може представити той чи інший звук у своїй власній інтерпретації.<br>Для современного рекламного дискурса характерно активное употребление звукоподражания и звуковоспроизведение. Звуковоспроизведение – внесение в текст переданных фонетическими средствами языка криков животных и птиц, звуки машин и другой техники. Обычно используют неполнозначные слова, звуковые комплексы, которые являются индивидуально авторскими и не относятся к языковой системе. А это означает, что, по сути, каждый из нас может представить тот или иной звук в своей собственной интерпретации.<br>Modern advertising discourse is characterized by active use of onomatopoeia and sound reproduction. Sound reproduction – adding to the text transmitted by phonetic means cries of animals and birds, the sounds of cars and other equipment. Incomplete words, sound complexes are usually used, which are individually coined and do not belong to the language system. This means that, in fact, each of us can present a particular sound in its own interpretation.
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Dubell, Andrea. "Les Effets de la mondialisation sur la langue et la culture francaises dans le contexte des affaires et de la publiciteEffects of Globalization on French Language and Culture in the Context of Business and Advertising." Ohio University Honors Tutorial College / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1449519811.
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В, Кисіль А. "Лінгвостилістичні засоби в сучасних англомовних рекламних текстах та способи їх перекладу". Master's thesis, Сумський державний університет, 2019. http://essuir.sumdu.edu.ua/handle/123456789/75260.
Full textAbstract:
Мета: дослідження – виявити наявність лінгвостилістичних засобів у англомовних рекламних текстах та комплексно описати особливості їх вживання, спираючись на приклади, в сучасній англомовній рекламі. Відслідкувати труднощі, що виникають при перекладі представлених рекламних текстів з лінгвостилістичними засобами з англійської на українську мови.
Теоретичне значення: роботи полягає у розширенні лінгвістичних уявлень про інформаційні структури рекламних текстів, про прагматичні, маніпулятивні аспекти комунікації між виробником та споживачем, стимулює проведення подальших досліджень у сфері інтерпретації змісту малоформатних рекламних текстів. Результати цього дослідження роблять певний внесок у дискурсологію, комунікативну лінгвістику та прагмасемантику.<br>Цель: исследования - выявить наличие лингвостилистических средств в англоязычных рекламных текстах и комплексно описать особенности их употребления, опираясь на примеры, в современной англоязычной рекламе. Отследить трудности, возникающие при переводе представленных рекламных текстов с лингвостилистическими средствами с английского на украинский язык.
Теоретическое значение: работы заключается в расширении лингвистических представлений о информационных структурах рекламных текстов, о прагматических, манипулятивных аспектах коммуникации между производителем и потребителем, стимулирует проведение дальнейших исследований в области интерпретации содержания малоформатных рекламных текстов. Результаты этого исследования делают определенный вклад в дискурсологии, коммуникативную лингвистику и прагмасемантику.<br>Goal: to investigate the presence of linguistic stylistic tools in English-language advertising texts and comprehensively describe the features of their use, based on examples, in modern English-language advertising. To keep track of the difficulties encountered in translating the presented advertising texts with linguistic styles from English into Ukrainian.
Theoretical meaning: the work is to expand linguistic ideas about the information structures of advertising texts, about pragmatic, manipulative aspects of communication between producer and consumer, stimulate further research in the field of interpretation of the content of small-format advertising texts. The results of this study make some contribution to discourse, communicative linguistics, and pragmasemantics.
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Keller, Caren auf dem [Verfasser]. "Textual structures in eighteenth-century newspaper advertising. : A corpus-based study of medical advertisements and book advertisements / Caren auf dem Keller." Aachen : Shaker, 2004. http://d-nb.info/1172614989/34.
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Liu, Lilan, and 劉麗蘭. "EFFECTS OF ADVERTISING ENGLISH ON ENGLISH LEARNING." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/45138834902298093431.
Full textAbstract:
碩士<br>國立高雄師範大學<br>英語學系<br>102<br>Abstract
The purpose of this study is to explore the effects of Advertising English on Learning English as Foreign Language (EFL) of vocational high school students. It also aims to study whether the students’ English learning attitudes and scores improved through the teaching of related Advertising English Teaching Program (AETP). Two English achievement tests, two learning attitudes questionnaires, two English advertising vocabulary lesson plans and two learning worksheets were used as research tools to analyze the students’ English language proficiencies, including listening, speaking reading, and writing abilities. A total of 76 participants, who are the twelfth - graders of Electronics Division from a Vocational High School in Kaohsiung city, were the subjects in this study. They were divided into two groups according to their English pretest scores, the higher English proficiency (HEP) group and the less English proficiency (LEP) group. Moreover, the attitudes and the scores of the two groups before and after the AETP are compared.
During ten weeks, the participants of the HEP group were asked to take part in the AETP designed by the researcher while the participants of the LEP group were treated in traditional teaching methods, teacher-centered and grammar-translation. Before and after the AETP, all the students were required to participate in English language proficiency pretest and posttest. The test scores were collected for the purposes of statistical and quantitative analysis, aiming to observe the result of the implementation of AETP to examine if the students’ English proficiency had been promoted due to the experiment. Moreover, there were two learning attitudes questionnaires to be filled out before and after the AETP, each questionnaire contains a self expression on students' English learning attitudes and suggestion toward this study in order to provide data as qualitative analyses.
Findings of this study can not only provide an alternative way to students to learn English, but also provide a valuable reference to educators. The most important thing is that the findings can be provided to the English teachers of vocational high schools, the use of related Advertising English Teaching Program as teaching materials and methods to create an efficient and interesting learning environment to enhance students’ learning attitudes and achievements.
The findings are described as follows:
1. Students became more skilled in listening, speaking, reading, and writing abilities and gained higher scores after jointing the AETP.
2. AETP increased the participants’ learning motivations, interests, and attitudes to do more related activities.
3. Students thought that advertising English is useful in daily life and AETP can help them learn English.
4. The students of both the HEP group and the LEP group regarded AETP as an interesting activity.
5. Most students agreed that AETP is a good way to assist English teaching based on the significant difference.
6. The students of the HEP group and the LEP group developed their learning strategies: cooperation, peer correction, and suggestions.
Based on the above findings, the AETP enhances the English learning effects of vocational high school students. It is suggested that English teachers adapt the AETP as a teaching method to create a low-anxiety environment to help students develop an effective English learning. Thus, students can increase their learning motivations and attitudes to promote their English proficiency.
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Wei, Nuan-Chen, and 魏暖真. "Preferred Strategies in English Advertising." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/urb46b.
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碩士<br>國立臺北科技大學<br>應用英文研究所<br>98<br>Advertising is conveyed through a number of channels, including images, speech, gesture, costume, setting, and text. One of the channels, the text or the advertising language, plays an important role in advertisements because it has the influence of bringing out the crucial point of advertisements (Gardner & Luchtenberg, 2000). This study aims to investigate the strategies used in advertisements so as to know whether the types of products or services are influential on advertising tactics or not. Although various researchers have investigated advertising strategies, few studies have been dedicated to figuring out the preferred advertising strategies based on different types of products or services. The purpose of the study is to examine the preferred strategies used in English advertising language of different product types.
The data consisted of the language of print ads, collected from English language magazines within the time frame between July and December 2009. Several strategies, namely, rhetorical questions, parallelism, punning, lexical triggers, comparative constructions, and understatement, were found to be extensively used in advertisements. The distribution of these six strategies differed in terms of different products owing to the respective characteristics of strategies and promoted products. The result showed that some strategies were used more frequently than others in certain type of products. Food, automobile, and telecom advertisements adopted comparative constructions more often; financial advertisements employed comparative constructions and rhetorical questions more often; skincare advertisements employed comparative constructions, rhetorical questions and lexical triggers more often.
The study would give readers a better understanding of advertising claims, provide copywriters with practical strategies, and inspire linguists to gain a deeper understanding of advertising language in English magazines and to carry out a contrastive analysis of advertising discourse in different languages．
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HUANG, DA-FU, and 黃大夫. "A functional analysis of Chinese and English advertising language." Thesis, 1986. http://ndltd.ncl.edu.tw/handle/42348257798499196959.
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Cheng-Tzung, Lee, and 李正宗. "An Analysis of Puns in Chinese and English Advertising Headlines." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/90020570902742238368.
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碩士<br>靜宜大學<br>英語學系<br>86<br>This thesis explores the application of puns in advertising from a linguistic point of view, and to investigate what kind of puns are more appreciated by audience. Puns in advertising exist in many forms, the present research only focuses on the headlines of print advertisement. Attardo''s (1994) three semantic analyses of puns : one-sense, contextual-effect and two-sense punsare adopted in this research. The one-sense puns are put in low quality category, while contextual-effect and two-sense puns belong to high quality category in this research. The material for advertising in this research were taken from CommonWealth and TIME magazines. There were nearly three hundred advertisements used as the basis of this thesis. The classificatory analysis of puns in advertising of this research is based on Nash''s (1985) framework. There are totally fifteen kinds of applications of puns in advertising and can be induced as seven major aspects : phonology, morphology, semantics, syntax, semiotics, puns associated with product and puns associated with media. A questionnaire was used to examine the degree of appreciation of audience toward the different kinds of puns. The chi-square test was performed to examine the relationship between the degree of appreciation of audience and the category of puns. According to the results for our analysis, the audience appreciate the two-sense and contextual-effect puns more than the one-sense ones. Therefore the conclusion of this thesis is : The high quality puns are more appreciable than low quality puns. In addition, this thesis also summarizes five major functions of puns in advertising : attention-getting, interest arising, intensifying memory, creating humor and improving social relationship between the audience and the addressers.
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Al, Agha Basem Abbas. "The translation of fast-food advertising texts from English to Arabic." Diss., 2006. http://hdl.handle.net/10500/2325.
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On the assumption that the translation strategies used to translate American fast-food advertisements into Arabic cause the Arabic translations to be culturally bound to their originals, the aim of the present study is to identify such translation strategies. The study was conducted with the aid of questionnaires as a primary research method to obtain data which are then complemented by means of textual analyses of the corpus. The findings reveal that the main translation strategies used to translate phrases in fast-food advertisements from English into Arabic are borrowing and transliteration. The overall finding is that inadequate translations of culture-specific concepts, phrases, logos and terms produce target texts which are bound to the source texts. This causes the translations to be rejected by the target culture.<br>Linguistics<br>M.A. (Linguistics)
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Rivera, Sandra Carolina. "Children food advertising in English and in Spanish : does language create different appetites?" Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-05-3530.
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This report observes food commercials within children programming on English and Spanish television networks (cable channels and broadcast channels). With advertisements greatly influencing food consumption, this repost was based on the assumption that Spanish advertisements tailored to Hispanics differed from English advertisements in frequency and content. If so, could this be a contributing factor as to why Hispanic children tend to be more overweight compared to their general market? Through observation, analysis and reviewing past studies, this report established that there is a difference of frequency and content within food commercials aired on the two television categories. However, the difference was unexpected. In reality, Spanish channels air more PSAs and fewer food commercials compared to English networks. Besides the different frequency of food advertisements on these channels, the intended audiences also differed within Spanish and English television.<br>text
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LU, CHIEN-I., and 呂建億. "A Study of the Strategies Used for Translating Advertising Slogans from English to Chinese." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/44qzug.
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碩士<br>國立高雄科技大學<br>應用英語系<br>107<br>Nowadays, people in the world are getting closer and closer due to the Internet. Although people cannot travel as much as the Internet did, the Internet does bring people together and impact every aspects of human’s life. Globalization has been a phenomenon that permeates into the whole world. Many products or services aim to sell to all the people around the world. Some international brands enter China, Hong Kong and Taiwan markets, or overseas Chinese markets. The advertisements are often used to promote the commodity. Among the types of advertisements, advertising slogan is usually the most attractive symbol that aligns with the logo. A logo is a trademark, but slogan can tell more about the products, services, and company spirits in order to get people’s attention right away. We can use Reiss’ text typology, Vermeer’ Skopos and Newmark’s Communicative translation to guide the slogan translation.
In order to know which strategies is proper for advertising slogan translation, this study aims to investigate which strategy, literal, free, and communicative translation strategies, can be the best way for translating AD slogan. As the finding shows, literal and communicative translations for AD slogan are the most commonly used methods. Free translation is less used. The reason may be that the international enterprises would like to have a consistent message to the whole world. Literal translation or communicative translation may better transmit the messages than free translation does. In other words, maintaining the center core of slogan (product or service) with local element can be the best strategy for AD slogan translation. Inside the study, we can find the parallel symmetric structure (parallelism) and four-word expressions are the most appropriate form used by the most translators. No matter which strategy is used, it is better to adjust the translation with this parallel symmetric structure and/or four-word expressions to have a better communication effect.
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"Marketing with emphasis on promotion of classified ads of English newspaper in Hong Kong." Chinese University of Hong Kong, 1987. http://library.cuhk.edu.hk/record=b5885736.
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Shih, Yun-Tai, and 石耘臺. "A Picture Says a Thousand Words:The Interpretations of Advertising Pictorial Metaphors by Native Speakers of American English and Taiwanese Learners of English." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/91600893365448071399.
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碩士<br>國立交通大學<br>英語教學研究所<br>97<br>English Abstract
The studies of metaphor endure a great history of research. Metaphors are not only a form of figure of speech in human communication, but also a sales pitch often employed by advertisers. There has already been a plethora of studies on advertising metaphors in consumer research; however, little research has explored advertising metaphors in pictorial form. Meanwhile, there is only a small body of research done to ascertain how second language learners perceive advertising metaphors.
This study, therefore, aims to explore how native and non-native English speakers interpret advertising pictorial metaphors. I intend to answer three research questions: (1) How do the native and non-native speakers of English interpret advertising pictorial metaphors? (2) What factors that determine the success of pictorial metaphor interpretations? and (3) How do the native and non-native speakers of English perceive the advertisements with and without considering advertiser’s intention? I follow the research design and adopt the coding scheme of pictorial metaphors from Forceville (1996). A questionnaire containing four advertisements and question items is administered to collect data in American and Taiwan. In this study, a research assistant who is an American is invited to provide assistance in selecting advertisements, contacting American participants, collecting data in the United States, and being a second rater. The non-native data is collected from 20 TESOL graduate students enrolled in three different universities in Taiwan, and the native data is gleaned from another 20 TESOL graduates at the University of Texas in San Antonio, U. S. A.
Based on the results, the English native speakers from the United States have more success in identifying pictorial metaphors than their counterparts. In other words, the American participants seemed to be more attuned to the pictorial metaphors in the present study. Meanwhile, we also manage to account for the participants’ performances in interpreting metaphors by seeking possible factors. By considering contextual, societal, and individual factors, we re-examine the four advertisements and the metaphor interpretation process. As for participants’ views towards the advertisements, in some advertisements, the participants hold similar perspectives despite they belong to disparate cultural backgrounds. Moreover, even for participants who belong to the same group, their viewpoints can differ tremendously. Some pedagogical implications towards teaching English in EFL context and suggestions to improve future research are discussed in the final chapter.