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Journal articles on the topic 'Language and languages in advertising'

Author: Grafiati

Published: 26 July 2024

Last updated: 28 July 2024

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1

Alcántara-Pilar, Juan Miguel, Iván Manuel Sánchez-Duarte, María Bermúdez-Martínez, and María Eugenia Rodríguez-López. "Linguistics and marketing: The effect of foreign languages in advertising messages." Tourism & Management Studies 20, no. 1 (2024): 79–89. http://dx.doi.org/10.18089/tms.20240106.

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In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognising the language in advertising messages influences the company's perceived image and Word-of-Mouth (WOM). We used a between-subjects experimental design to selectfive languages as independent variables: Italian, Turkish, Russian, English, and French. An audio-only advertising message for a fictional company was created and translated into these languages. Native Spanish-speaking participants listened to the message in a foreign langu

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Anikina, Tatiana Vyacheslavovna. "Phonostylistic peculiarities of English-language and Russian-language online advertising." Филология: научные исследования, no. 1 (January 2021): 41–56. http://dx.doi.org/10.7256/2454-0749.2021.1.34885.

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Modern advertising became a part of communicative culture. Therefore, the language of advertising draws attention of scholars from different fields. However, the task of determining and studying linguistic means that encourage attention of customers remains relevant. This article examines the phonostylistic means that allow creating a certain emotional background after reading an advertisement. The research materials contains advertising texts and slogans from various websites and social media (such as Vkontakte, Instagram, Facebook). Methodology implies the selection of practical material, id

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Al Farisi, M. Firas, and Godefridus Bali Geroda. "Improving Speaking Skills in English through Advertising Language." Borneo Educational Journal (Borju) 2, no. 2 (2020): 55–59. http://dx.doi.org/10.24903/bej.v2i2.626.

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The entry of social life, human communicate with Language, there are many Languages made by agreement from the community of people, in the era of industrial technology, Advertising Language is one of the Languages that use ability to speak, The ability to handle conversations in real-time through advertising skills. The purpose of this study is to investigate features of advertising Language as a method of learning speaking English. This paper utilized Observation and Interview to gather the data. There are take Primary and Secondary data. The results of this study show the used of Advertising

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Beishenalieva, A., and A. Bekbalaev. "The Influence of Language Peculiarities on the Structure of Word-formation Models." Bulletin of Science and Practice, no. 9 (September 15, 2023): 270–76. http://dx.doi.org/10.33619/2414-2948/94/29.

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This article examines the influence of language peculiarities on the structure of word-formation models in the context of advertising discourse. The aim of the research is to identify the specific features and differences in the structure of word-formation models between English and Russian languages, as well as to evaluate their translational equivalents. Within this study, a comprehensive analysis of advertising texts in English and Russian languages was conducted, with a focus on word-formation models. The structure of word-formation models was systematically classified and analyzed, taking

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Ziryanova, Irina, and Ekaterina Sanina. "Suggestive Potential of Syntactic Features of Environmental Advertising Texts (Based on the Russian and English Languages)." Bulletin of Baikal State University 33, no. 4 (2023): 772–81. http://dx.doi.org/10.17150/2500-2759.2023.33(4).772-781.

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The article is devoted to the study of the suggestive potential of syntactic expressive means in environmental advertising texts. Analyzing syntactic structures as a means of implementing the suggestive function in advertising contexts allows us to identify the most effective methods of suggestive influence on the audience. The study revealed that the Russian-language environmental advertising employs a limited variety of syntactic figures compared to the English-language texts. Nonetheless, rhetorical questions and parcellation are the most frequently used means of suggestion in both language

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Piller, Ingrid. "10. ADVERTISING AS A SITE OF LANGUAGE CONTACT." Annual Review of Applied Linguistics 23 (March 2003): 170–83. http://dx.doi.org/10.1017/s0267190503000254.

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While the study of advertising discourse is a well-established research area in applied linguistics, language contact phenomena in advertising have often been neglected. This chapter reviews work on language contact phenomena in advertising. Recent work has shifted away from a long-standing focus on borrowings and loanwords. Currently, more emphasis is being placed on multilingual discourses in advertising and the ways in which these index identities, both of the products and services with which multiple codes are associated and of the consumers who peruse them. The chapter is also concerned w

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Kelly-Holmes, Helen. "Bier, parfum, kaas: language fetish in European advertising." European Journal of Cultural Studies 3, no. 1 (2000): 67–82. http://dx.doi.org/10.1177/a010863.

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In current intercultural advertising in Europe, languages are used not for their communicative function (what could be termed their utility value) nor any of the other more established functions of language in advertising communication, for example persuasion or hyperbole. Instead, it is their symbolic function that has come to have the greater value. Thus, it is unimportant whether the advertisee understands the foreign word in an advertisement, so long as it calls up the cultural stereotype of the country with which the language is associated. We have, therefore, in Marx's terms 'form withou

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Xiaotao, Li, and Svetlana A. Koloda. "Specifics of using foreign language loanwords in chinese and russian advertising." Verhnevolzhski Philological Bulletin 1, no. 24 (2021): 128–36. http://dx.doi.org/10.20323/2499-9679-2021-1-24-128-136.

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The article presents the main research on the problem of using borrowings of world famous brands in chinese and russian. The author of the article analyzes the features of penetration and functioning of borrowings in the structure of advertising text, since it is advertising that has become a significant phenomenon of modern culture, reflecting not only typical visual images and mental stereotypes, but also representing the linguistic habits of different language speakers. Advertising demonstrates not only linguistic, but also social, cultural and linguistic processes taking place in different

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Sabaliauskienė, Rima, Gintarė Gelūnaitė-Malinauskienė, and Jūratė Andriuškevičienė. "Advertising As A Reflection of Culture in Foreign Language Teaching." Sustainable Multilingualism 14, no. 1 (2019): 160–95. http://dx.doi.org/10.2478/sm-2019-0008.

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Summary The ability to communicate in several foreign languages, recognize and understand cultural differences and effectively interact in a multicultural environment has become vital in the modern world that faces intense globalization processes. Linguistic and intercultural competences are essential not only for establishing personal relationships with foreigners but also for developing successful business relationships. At the Institute of Foreign Languages at Vytautas Magnus University (hereafter - VMU IFL), Spanish and German languages remain in the top five of the most popular languages

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Voyakina, E. Yu. "ADVERTISING DISCOURSE IN THE CONTEXT OF FOREIGN LANGUAGE TEACHING." Voprosy sovremennoj nauki i praktiki. Universitet imeni V.I. Vernadskogo, no. 3(81) (2021): 103–11. http://dx.doi.org/10.17277/voprosy.2021.03.pp.103-111.

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The article discusses the need to involve authentic advertising texts in the process of foreign language teaching. The main characteristics of an advertising text are described. A model of step-by-step work with advertising texts in the process of foreign language teaching is proposed. The ways of developing students’ language skills, as well as their communicative and sociocultural competences using advertising texts in the learning process are considered. It is shown how advertising texts create students’ socio-cultural background and increase their motivation to learn foreign languages. Typ

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Kolesnikova, Iryna. "Language of Modern Advertising." Terminological Bulletin, no. 5 (2019): 170–74. http://dx.doi.org/10.37919/2221-8807-2019-5-22.

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Professional language is a universal tool of specialists’ communication. Every professional language has its specificity at different levels. They are terminology, genre features of texts, ethics of professional communication etc. However, none of these languages can be an antagonist of literary language. Violation of the standards of literary language, intellectual imbalance between the advertiser’s IQ and the consumer, the existence of negative connotations and emotions, failure to reach advertiser’s intentions; unsuccessful linguistic design of advertising product, violation of ethics of co

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Rugaiyah, Rugaiyah, Miranti Eka Putri, Andi Idayani, and Muhammad Ilyas. "Utilizing Stylistics for Advanced English Teaching: Linkages to Literature and Advertising." QALAMUNA: Jurnal Pendidikan, Sosial, dan Agama 16, no. 1 (2024): 193–206. http://dx.doi.org/10.37680/qalamuna.v16i1.4743.

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This research is important in analyzing and describing language styles, which have become one of the linguistics categories. The use of language and language style in literary works has also been studied and is very important for linguistic and literary studies. This article illustrates that stylistic analysis is an effective method to help students improve their reading and appreciation skills. It begins by briefly reviewing how stylistics is applied to teaching English by researchers. It then discusses stylistic analysis and how to do it by providing some examples. Finally, it concludes that

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Anikina, Tatiana Vyacheslavovna. "Syntactic peculiarities of English-language and Russian-language online advertising." Филология: научные исследования, no. 1 (January 2021): 23–40. http://dx.doi.org/10.7256/2454-0749.2021.1.34886.

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Advertising is an inseparable element of modern life. It is virtually impossible to name a sphere of activity that is not covered by advertising. Currently, one of the most popular trends in linguistic research is the examination of advertising text and its components (lexis, semantics, syntax). This article is dedicated to studying the syntactic peculiarities of English-language and Russian-language online advertising. The research materials contains advertising texts and slogans from various websites and social media (such as Vkontakte, Instagram, Facebook). The scientific novelty lies in th

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Bai, Zhihong. "The Characteristics of Language in Cosmetic Advertisements." Theory and Practice in Language Studies 8, no. 7 (2018): 841. http://dx.doi.org/10.17507/tpls.0807.16.

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Advertising plays a vital role in the development of society and economy. Its function can not be underestimated. Advertising language is a special applying language when it compares with others like literary and technological languages. It has become an indispensable part of daily life because of its particular characteristics. It makes a brief introduction into the definition, function of advertising at first in this paper. Then, it mainly summarizes and analyzes the linguistics characteristics of cosmetic advertisements at lexical, rhetorical levels and sentence structure. Through the analy

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Hornikx, Jos, and Ellen Mulder. "The curiosity-evoking capacity of foreign languages in advertising." Dutch Journal of Applied Linguistics 4, no. 1 (2015): 59–66. http://dx.doi.org/10.1075/dujal.4.1.05hor.

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In commercial messages, such as advertisements, foreign languages are sometimes displayed. Regardless of whether readers understand the foreign language utterance, researchers have claimed that such foreign language display evokes curiosity to read the ad, and improves ad and product evaluation. Whereas empirical research has established the impact of foreign language display on evaluation, no studies have been conducted on its curiosity-evoking capacity. In this research note, the importance of this capacity is highlighted, and a first study is presented that tested this capacity. The results

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Совєтна, Альона, та Едуард Совєтний. "ХРОМАТИЧНІ КОЛЬОРИ В РЕКЛАМАХ ІНТЕР'ЄРУ НІМЕЦЬКОЮ ТА АНГЛІЙСЬКОЮ МОВАМИ". Modern engineering and innovative technologies, № 23-02 (30 жовтня 2019): 133–38. http://dx.doi.org/10.30890/2567-5273.2022-23-02-034.

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Advertising texts in German and English languages were analyzed, in particular red and yellow colors in interior advertisements. Red lexemes in the German language are not inferior to red in the Ukrainian language. Elements of national and cultural brandi

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Kamboda, Cici Frilly, Nonny Basalama, and Abid . "Examining the Utilization of Multimodal Resources in Avoskin Advertising Campaigns." International Journal of Research and Review 10, no. 7 (2023): 335–49. http://dx.doi.org/10.52403/ijrr.20230746.

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The use of language is not only for communication, but also delivering message, expressing emotion, informing each other, and even persuading others. People use different modes of signs for meaning-making, a term referring to multimodality. Multimodal discusses different ways of communication such as verbal, color, gesture, sound, and other resources. The used of multimodal aims to persuade people, and this kind of persuasive is used in Avoskin advertisement to change the viewer into their costumer. Accordingly, this study focused on the persuasive languages used systemic functional linguistic

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Briaukienė, Birutė. "The Language of Medical Advertising Materials." Respectus Philologicus 27, no. 32 (2015): 166–73. http://dx.doi.org/10.15388/respectus.2015.27.32.16.

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Increasingly audacious steps in advertising are made to affect the customer and to encourage them to buy the advertised goods. Advertising is highly important in gaining a foothold in the business environment. Usually, the advertising texts fail to meet the norms of the standard Lithuanian language. The aim of this article is to compare the language of the advertising booklets of two pharmacies.The linguistic analysis of the advertising booklets of Camelia and Euro Pharmacy for March 2014 showed that in terms of language errors the booklets of the two pharmacies were similar, and the character

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Ha, Thai Thi Xuan. "An Exploration of Experiential Meaning in Verbo-visual Contexts of Perfume Advertising Discourse in English and Vietnamese." Asian Research Journal of Arts & Social Sciences 22, no. 2 (2024): 7–15. http://dx.doi.org/10.9734/arjass/2024/v22i2511.

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This study explores the nuanced interplay between language and visuals in advertising discourse, examining the experiential meaning in both English and Vietnamese contexts. The research delves into the distinctive ways these two languages employ linguistic and visual elements to convey messages in advertising. This study compares the linguistic and visual features in English and Vietnamese advertising using the functional systemic theory by Halliday [1] and the grammar of visual design by Kress and Van Leeuwen [2] to identify characteristics in language and visuals within advertisements. The f

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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) (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 syntacti

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Kartaleva, Anastasiia Sergeevna. "Comparative analysis of the methods of speech impact in advertising slogans of Chinese and Russian languages." Филология: научные исследования, no. 10 (October 2020): 41–53. http://dx.doi.org/10.7256/2454-0749.2020.10.32023.

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This article is dedicated to the analysis of slogans in Chinese and Russian languages, as well as the characteristic to each language communicative strategies, for determining similarities and differences of the peculiarities of their implementation. In the course of analysis, the author determined the target focus of advertising text, which in turn, defines the selection of language tools that implement one or another strategy. Having conducted a cross-cultural comparison based on materials of the slogans in Chinese and Russian languages, the author revealed the communication strategies and s

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Fakhretdinova, Gulnaz Nurkhametovna. "Specifics of using pronouns in Tatar-language and English-language advertising slogans." Philology. Issues of Theory and Practice 17, no. 2 (2024): 438–42. http://dx.doi.org/10.30853/phil20240061.

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The aim of the study is to determine the functional capabilities of pronouns that contribute to the realization of a pragmatic task in Tatar-language and English-language advertising slogans. The paper considers two categories, i.e., the first- and second-person personal and possessive pronouns, since they are used to denote a specific addressee of advertising and the manufacturer of goods or services. The study is novel in that it is the first to consider the specifics of using pronouns in advertising slogans with pragmatic potential in a comparative aspect, which will make it possible to ide

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Skripnik, Kseniya, Anna Gerasimova, Irina Belyaeva, and Ekaterina Kovsh. "Modal characteristics of advertising slogans in English and Chinese." E3S Web of Conferences 284 (2021): 08003. http://dx.doi.org/10.1051/e3sconf/202128408003.

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The present work explores the modal architectonics of the advertising slogan as a type of microtext in English and Chinese. The authors attempted to describe the basic markers of the text category of modality. According to this data we could carry out the linguistic analysis of the selected language material. The main language models of English and Chinese advertising slogans are revealed, such as: slogan-axiom, slogan-commissive, slogan-directive, slogan-interrogative and slogan-qualitative. As the result of the study, we have revealed and distinguished a list of invariant features such as: m

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Hontar, Maryna. "The language policy of Ukraine in the retail and services sphere." Ukrainska mova, no. 1 (2021): 20–35. http://dx.doi.org/10.15407/ukrmova2021.01.020.

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This paper explores how the language policy of Ukraine is established in the retail and services sphere. The analysis focuses on the Ukrainian legislation which regulates the use of the official language and other languages in advertising, product information, and services. In the period of the Ukrainian state independence, the language use in the retail and servi-ces sphere is determined by Article 10 of the Constitution of Ukraine which lays down the basic principles for the operation of languages in Ukraine and the legislative documents which regu-late customer-provider relationships and co

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Acar, Alpaslan. "Translators and Advertisers as an Accomplice in the Objectification of Women in Advertising." International Journal of English Linguistics 10, no. 2 (2020): 51. http://dx.doi.org/10.5539/ijel.v10n2p51.

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The study was carried out to find out whether women are objectified in the source language (English) verbally and non-verbally, and evaluate and assess the advertisers and translators&rsquo; role in objectification of women in the target language (Turkish). To evaluate the objectification of women in the source and the target languages scientifically, the researcher developed a scale consisting of 16 items, which analyse any advertisement in terms of verbal and non-verbal objectification. To ensure reliability and validity, four experts&rsquo; opinion as to the items of the scale was r

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Hornikx, Jos. "Non-nativeness in communication." Dutch Journal of Applied Linguistics 4, no. 1 (2015): 1–5. http://dx.doi.org/10.1075/dujal.4.1.01hor.

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One of the linguistic consequences of globalization is the increase in the number of people communicating with each other in a language that is not their own. Studies have started to examine how non-nativeness affects people in their production and evaluation of discourse. This special interest section brings together a collection of empirical papers in a particular domain of non-nativeness in communication, that is, the use and effects of foreign languages in job and product advertisements. These papers investigate how the use of foreign languages is appreciated by non-native users, what dete

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Terskikh, Marina V., and Olga A. Zaytseva. "Didactic potential of authentic advertising texts in Russian as a foreign language classes." Neophilology, no. 4 (2023): 767–78. http://dx.doi.org/10.20310/2587-6953-2023-9-4-767-778.

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The didactic potential of the texts of modern commercial advertising in Russian as a foreign language classes is studied. In the theoretical part of study, the authors turned to the foreign experience of considering authentic materials as a means of developing communicative competence in teaching foreign languages. Approaches to the concept of authentic materials, the principles of their selection and algorithms of application in pedagogical practice are systematized. The advertising text is considered both as a means of improving linguistic competence and as a tool for integrating cultural co

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Riyandi, Shierlynda Winnindya, and Khristianto K. "The Languages to Sell in Two Commercial Sites in an Indonesian Small Town." ELLITE: Journal of English Language, Literature, and Teaching 6, no. 2 (2021): 103–11. http://dx.doi.org/10.32528/ellite.v6i2.6108.

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The primary goals of this research are to determine the language patterns of the signs, characterize the employment of different languages in these patterns, and explain the language situation reflected by the LL signals in the two locations. It applied a mixed method (Cresswell: 2018). The subject of this research includes shop signs, slogans, and also some of the advertising signs displayed in the sites. The signs were then seen from the number of languages displayed and their source. For the analysis, it adopted the view of Scollon and Scollon and Scollon-Wong (2003). Based on the results o

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Voloshina, Tatiana, Wang Qi, Katarina Slobodova Novakova, Jerome Baghana, and Martina Pavlikova. "Language and Cultural Peculiarities of Gender Realisation." Journal of Education Culture and Society 13, no. 2 (2022): 531–48. http://dx.doi.org/10.15503/jecs2022.2.531.548.

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Aim. The aim of the article is to reveal gender realisation peculiarities in English and German advertising texts. The concept of the research work is focused on the idea that representatives of different languages and cultures make unique world environment. The work proves the concept validity of the unique language nature in the distinctive idea of its cognitive base formed by an ethnic group. Methods. The concepts of universality and uniqueness of the linguistic and cultural features of gender perception are revealed using the methods of analysis and generalisation. Results. The result of t

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Yeboah-Banin, Abena A., Modestus Fosu, and Marian Tsegah. "Linguistic Complexity and Second Language Advertising Audiences: Is There a Case for Linguistic Exclusion?" Journal of Communication Inquiry 42, no. 1 (2017): 70–90. http://dx.doi.org/10.1177/0196859917737292.

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In many Anglophone developing countries, the language of most public service advertising is English, a language that is second rather than primary for audiences. Set in a dual-language context where English exists alongside several local languages, as means of interaction, this means that audiences must engage with messages in a language not necessarily preferred for conversation. In addition, messages are often carried on radio, a transient medium where meaning can be lost in the temporality of messages. This increases the task on audiences for processing messages, as the ability to understan

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Griffin, Jeffrey L. "Global English infiltrates Bulgaria." English Today 17, no. 4 (2001): 54–60. http://dx.doi.org/10.1017/s0266078401004060.

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Following his article ‘Global English invades Poland’ (ET50, Apr 97, Vol 13.2), the author explores the comparable impact of English on advertising in a second Eastern European nation.Global English continues its unchecked spread, not only as the second language of choice for more people than any other, but also as an infiltrator whose words creep into the fabric of other languages through such avenues as film, television, popular music, the World Wide Web, advertising and youth culture.

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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 (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 distr

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Prishtina, Shkumbin Munishi. "Multilingualism in Linguistic Landscape of Prishtina (Kosovo)." Journal of Educational and Social Research 8, no. 3 (2018): 101–6. http://dx.doi.org/10.2478/jesr-2018-0036.

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Abstract Language relations as manifestations of the phenomenon of multilingualism are also expressed in the area of the so-called linguistic landscape. Undoubtedly, the linguistic landscape not only reflects the use of languages in public space but at the same time reveals the depth of public perception of different languages, depending on their function and prestige. In this paper, I will treat Albanian, English and Serbian rapports through their coverage in the Pristina linguistic landscape, focusing on the use of these languages in advertising space in the city of Prishtina and in other ta

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Tenia, Nia, and Rahmat Saripudin. "ANALYSIS DICTION AND ANAPHORA LANGUAGE STYLE IN UNILEVER INDONESIA PRODUCTS ADVERTISEMENT ON TELEVISION." PROJECT (Professional Journal of English Education) 2, no. 1 (2019): 58. http://dx.doi.org/10.22460/project.v2i1.p58-64.

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The purpose of this study are (1) Describe the diction or choice of words in unilever product advertising. (2) Describe the anaphoric language style in unilever product advertising. (3) Describe the function of the sentence in unilever product advertising. Techniques used to collect data in this study is by library techniques, techniques refer, and method of record. Library technique is an attempt to find written or oral data sources that are documentation. Techniques refer to the technique of providing data with the use of language, while the technique of note is advanced techniques refer to

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Liman, Vitaly, and Olena Polova. "FEATURES OF INTERNET ADVERTISING OF HOTEL BUSINESS ENTERPRISES IN THE UKRAINIAN INTERNET SEGMENT." "EСONOMY. FINANСES. MANAGEMENT: Topical issues of science and practical activity", no. 4(66) (December 30, 2024): 133–50. http://dx.doi.org/10.37128/2411-4413-2023-4-9.

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The article analyzes the use of the main types of Internet advertising by hotel business enterprises. The peculiarities of the use by hotel business entities in the Ukrainian Internet segment of such types of Internet advertising as search optimization of the hotel website, «Google My Business» service, contextual advertising, partnership with online reservation services, advertising in social networks are given. Basic requirements for the website of the hotel enterprise are generalized. Such indicators of ease of use of the site as easy availability of basic information, cross-browser compati

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Atmaja, Karta. "Internet Analysis of Figurative Language in Automotive Advertisement Slogans." Journal of Pragmatics Research 4, no. 1 (2022): 18–28. http://dx.doi.org/10.18326/jopr.v4i1.18-28.

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This study aims to figure out what figurative language was utilized in the slogan and assess what that figurative language means in context. The data for this study came from advertising on the internet. The data were analyzed using descriptive qualitative research methods. Qualitative research methods focus on features of a problem's in-depth understanding. This study collects, analyzes, and interprets data through data gathering techniques such as observation and document analysis. In this study, the researcher analyzed twenty-two automotive brand slogans. It showed that there were three slo

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Kotenko, M. V., and A. Z. Shtanhret. "Occasional words in the language of advertising." Bulletin of Luhansk Taras Shevchenko National University, no. 3 (341) (2021): 27–36. http://dx.doi.org/10.12958/2227-2844-2021-3(341)-27-36.

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The article attempts to investigate the peculiarities of using of occasionalisms in the language of advertising. A thorough analysis of selected occasionalisms was performed on the level of phonetics, semantics and syntax. It has been proven that alliteration is the most often used means to increase the intonational expressiveness of an advertising slogan, as illustrated by numerous examples from newspaper articles. The analysis of belonging of occasional words to a certain part of the language has shown that they mostly belong to the class of nouns, adjectives and verbs with a positive connot

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GIABER, JAMAL MOHAMED, NOUR HAMMO, SAFA HRAIZ, DU’AA QADAN, RAHF ALNAMER, and SHAIKHA ALMAAMARI. "TRANSLATING HEADLINES IN PRINT BUSINESS ADVERTISEMENTS FROM ENGLISH INTO ARABIC IN UAE." Across Languages and Cultures 21, no. 1 (2020): 107–24. http://dx.doi.org/10.1556/084.2020.00006.

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Abstract:Business advertisements are multimodal consumer-oriented texts with persuasive functions. Advertisers create specific advertisements for marketing products/services in specific contexts. The headline in an advertisement is the main element as it attracts attention and summarizes the advertising message. Advertising relies on socio-cultural implications through visual and non-visual elements. When products/services are marketed in a new context with a different language, their advertisements are translated into that language. Because languages have different ways of encoding informatio

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Sutthinaraphan, Kritnucha. "A Linguistic Landscape Study of Advertising Signage on Skytrain." MANUSYA 19, no. 3 (2016): 53–71. http://dx.doi.org/10.1163/26659077-01903005.

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The aim of this study is to examine to what extent and in what ways Thai and other languages, especially English, are used in the rapid transit system in Thailand and to describe the bilingual strategies used. The data were collected through photographs of advertising signage in the BTS2 Skytrain system and open-ended interviews. Three stations, Mochit, Payathai and Siam, were selected to be analyzed. The results revealed that the majority of the signs (65%) are in bilingual Thai and English by script. On the whole, the Thai language is used for informational purpose, while English is used for

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Oktaviani, Adisti Anastasya, and Aura Naila Syalvia. "KARAKTERISTIK DAN FUNGSI BAHASA DALAM IKLAN APLIKASI BELANJA ONLINE." Jurnal Komposisi 6, no. 2 (2023): 69. http://dx.doi.org/10.53712/jk.v6i2.1786.

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Each language must have its own characteristics according to the use by the speaker to meet the needs in the use of language to communicate. In communicating, language has various functions that are adapted to what the purpose of communication is. The purpose of this study was to analyze the characteristics of the language used in online shopping application advertisements and the language function of the use in online shopping application advertisements. This research is interesting to study because it discusses various language characteristics and language functions used in various online sh

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Vettorel, Paola, and Valeria Franceschi. "English and other languages in Italian advertising." World Englishes 38, no. 3 (2019): 417–34. http://dx.doi.org/10.1111/weng.12432.

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Ganayim, Deia, and Maria Mazzoli. "Linguistic ‘productscape’ and ethnolinguistic vitality." Journal of Language and Discrimination 7, no. 2 (2023): 293–313. http://dx.doi.org/10.1558/jld.26524.

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This paper examines the relationship between the ethnolinguistic vitality of the Arabic language and the linguistic landscape of dairy products in Israel, which we label the linguistic ‘productscape’ of milk products. The research stems from the following research questions: What is the social and political meaning of the printed language(s) on dairy products in Israel? How do they reflect the linguistic diversity of the country and how do they impact the visibility and, therefore, the vitality of Palestinian Arabic in Israel? Based on the analysis of ethnographic data of language on milk prod

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Gama, Fitri Ifi. "Gairaigo Derived from English in Japanese Advertising: Benefits, Drawbacks, and Global Implications." JAPANEDU: Jurnal Pendidikan dan Pengajaran Bahasa Jepang 8, no. 1 (2023): 1–9. http://dx.doi.org/10.17509/japanedu.v8i1.57472.

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Gairaigo, or loanwords borrowed from foreign languages, have become a ubiquitous feature of the Japanese language, with English being the most significant influence. The use of English loanwords in Japanese advertising has become increasingly common, with many commercials and other promotional materials incorporating gairaigo in their messaging. This study aims to explore the prevalence and significance of gairaigo derived from English in Japanese advertising, examining its benefits and drawbacks, and its global implications. This study utilized qualitative approach. The method used was descri

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Sichkar, Svitlana, Maryna Kaminska, Maryna Bryk, Khrystyna Melko, Olga Zhurkova, and Halyna Kharkevych. "Training of Future Translators through Advertising Slogans Translation." Revista Romaneasca pentru Educatie Multidimensionala 15, no. 2 (2023): 418–39. http://dx.doi.org/10.18662/rrem/15.2/742.

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The paper focuses on translating advertising texts as an indispensable tool for future translators’ training. It elaborates on a semiotic approach to English advertising slogans translation into Ukrainian. From this perspective, it is possible to capitalize on language to decode the concepts encapsulated in advertising texts and devise ways of affecting mass consciousness. The present research gives a comprehensive account of translation strategies involved in deciphering the subtlety of meanings actualized in the advertising context. A comprehensive translator’s preparation should include tra

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Nevinskaitė, Laima. "Multilingual Advertising in Lithuanian Magazines in 1993–2013." Taikomoji kalbotyra, no. 3 (March 2, 2015): 1–32. http://dx.doi.org/10.15388/tk.2014.17474.

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The article presents a quantitative analysis of multilingual advertising in Lithuanian magazines 1993–2013. The analysis includes those advertisements where alongside Lithuanian separate elements in a foreign language are used, and monolingual non-Lithuanian advertising. The sample included advertisements from four magazines of different profiles (a news magazine, a TV magazine, a women’s magazine, and a business lifestyle magazine) from years 1993/1994, 1998, 2003 and 2013, in total 1995 unique advertisements.A general conclusion is made that the amount of multilingual advertising in Lithuani

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Nevinskaitė, Laima. "What are Borrowings in Advertising for? Lexical Borrowings in Advertising." Taikomoji kalbotyra, no. 3 (March 2, 2015): 1–30. http://dx.doi.org/10.15388/tk.2014.17479.

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The aim of the article is to analyse reasons of using new lexical borrowings in advertising, taking into account features of advertising as a genre. The empirical basis of the analysis consists of advertisements including borrowings that were collected in the Database of the New Borrowings. The article offers a qualitative analysis of borrowings in advertising.The theoretical basis of the article is a generalised classification of reasons for lexical borrowing, which includes designative, semantic, stylistic and sociopsychological reasons. Further a more detailed explanation is given by presen

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Kusse, Holger. "Lingwistyka kulturowa i kulturoznawcza. Od Humboldta do dyskursu." tekst i dyskurs - text und diskurs, no. 13 (2020) (December 30, 2020): 149–73. http://dx.doi.org/10.7311/tid.13.2020.08.

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The combination of linguistics and cultural analysis leads back to Wilhelm von Humboldt’s concept of linguistic worldview. In it, a direct connection between thinking and speaking (in a particular ethnic or national language) is presupposed, thus implying the influence of languages on cultures. In contrast to this postulate of the unity of languages and cultures, discourse-sensitive linguistics shows the diversity of varieties within ethno- or national-language-demarcated cultures. Linguistics in cultural studies thus escapes the danger of hypostasis of languages and cultures and methodologica

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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 (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

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Pyadysheva, Tamara G. "Advertising language: structural features of advertising texts." Neophilology, no. 1 (2022): 154–62. http://dx.doi.org/10.20310/2587-6953-2022-8-1-154-162.

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The relevance of this work is as follows – the studies conducted in this field reflect the fact that the language of advertising is quite rich, especially structural components. The unity of verbal, graphic, audiovisual aspects is an integrity that can somehow be represented in the form of a text message. The object of the study is the language of advertising, the subject of the study is what is its influence on the structural features of advertising texts. Formulating the objectives of the study, it is fair to ask such questions: what is advertising in principle? What is the language in which

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Dewi, Ratna Sari, and Rezky Khoirina Tarihoran. "Code Mixing in Health and Hygiene Products Online Advertisements in Indonesia during COVID-19 Pandemic." International Journal of Research and Review 8, no. 5 (2021): 225–30. http://dx.doi.org/10.52403/ijrr.20210530.

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During the Covid-19 Pandemic, sales figures for health and hygiene products increased sharply. To promote their products, manufacturers take advantage of online media as a promotional medium for reasons of cutting costs and effectiveness. Advertisers employ a variety of creative strategies, including language usage. Certain advertisements incorporate a foreign language, such as English, into the native language. Code mixing is a sociolinguistic study that examines what happens when two languages are mixed in the same sentence in a multilingual society. The purpose of this study was to determin

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