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Sloan, Andrea. "A textual analysis of the text type "advertisement" based on advertisements in German /." Thesis, McGill University, 1990. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=59874.
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This thesis examines German advertising texts and their text linguistic properties within a system of text typologies. Four different text type classification methods representative of typologies in German text linguistics are considered. Of these, Katharina Reiss's 1976 model is shown to be the most efficient for a textual analysis of advertising texts. Her communicative-functional approach to text analysis permits distinction of three variants of advertisements: those which appeal to reason, those which appeal to emotion and those which are of a dual nature (mixed). The thesis concentrates on identifying text type and text type variant characteristics by analysing the text constituting techniques, text structure, and the appellative language means.
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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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YANG, JIE. "Gender Differences in Advertisements : A Study of Adjectives and Nouns in the Language of Advertisements." Thesis, Högskolan Kristianstad, Sektionen för Lärarutbildning, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-7800.
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Kim, Maria. "Discourse variation in American magazine advertisements." [Bloomington, Ind.] : Indiana University, 2006. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3243779.
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Thesis (Ph.D.)--Indiana University, Dept. of Linguistics, 2006.Title from PDF t.p. (viewed Nov. 17, 2008). Source: Dissertation Abstracts International, Volume: 67-12, Section: A, page: 4528. Advisers: Samuel Obeng; Beverly Hartford.
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Sum, Kit Ming. "A study of the discourse of advertisements : the Cantonese advertisements on television in Hong Kong." HKBU Institutional Repository, 1995. http://repository.hkbu.edu.hk/etd_ra/92.
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McKenna, Jennifer. "Idioms with a viable literal interpretation in German advertisements." Thesis, University of St Andrews, 2004. http://hdl.handle.net/10023/14537.
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An idiom is a set phrase which is relatively syntactically and semantically fixed, and which produces striking stylistic and rhetorical effects. Advertising is a discourse type which is particularly rich in idioms: around half of all the German advertisements examined from Stern magazine and the RTL television channel contain at least one idiom. The idioms tend to occur in prominent, emphatic textual positions, and approximately half of the idioms which appear are modified in some way. The modifications typically produce deliberately creative effects, suggesting that idioms are not as invariable as has previously been thought. The most common type of idiom incorporated into German advertisements are idioms with not only the definitive figurative interpretation, but also a lexically, syntactically, and semantically feasible literal interpretation. These idioms are consequently referred to in this dissertation as "idioms with a viable literal interpretation" (abbreviated to "VLI idioms" in the text). Their literal sense tends to evoke strong mental imagery, which makes them a useful device for the visually restricted print medium in particular: approximately 42% of all the idioms in the magazine advertisements examined (as opposed to around 16% of all the idioms in the television advertisements) are VLI idioms. It is the uniformity of the mental imagery evoked by VLI idioms which highlights the fact that, contrary to traditional thinking, idioms are conceptual rather than linguistic in nature. Indeed, an idiom may be defined as the linguistic expression of general conceptual metaphors. The viable literal meaning of VLI idioms also makes them ideally suited to modification: around 70% of the VLI idioms in the magazine advertisements, and just over 88% of the VLI idioms in the television advertisements, are modified in some way. Nearly all of these modifications involve punning on the idiom's literal sense by means of the idiom's co-text and/or the advertisement's visual element. In short, linguists have hitherto underestimated the ubiquity and significance of idioms, especially with regard to the frequency with which they are modified. VLI idioms in particular are an important - but thus far overlooked - feature of German magazine and television advertisements.
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Chan, Ka-yin. "Loan Words in advertisements in Japanese women's magazines." Click to view the E-thesis via HKUTO, 2003. http://sunzi.lib.hku.hk/hkuto/record/B31953785.
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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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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.
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.
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.
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Qian, Kan. "Towards a pragmatic approach to the analysis of television advertisements." Thesis, Lancaster University, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.332041.
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Yeung, Kit Yuk Natalie. "Management of interpersonal relationships in Cantonese personal advertisements." HKBU Institutional Repository, 2003. http://repository.hkbu.edu.hk/etd_ra/486.
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Lee, Yik Fung. "The discourse of advertisements in Hong Kong magazines." HKBU Institutional Repository, 1999. http://repository.hkbu.edu.hk/etd_ra/402.
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Månsson, Emma. "The use of semiotics and pragmatics in printed advertisements : How consumers make sense of advertisements in relation to established theories." Thesis, Högskolan i Halmstad, Akademin för lärande, humaniora och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-38396.
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This essay is a study which is intended to explore how a well-known makeup company, M.A.C., uses semiotics and pragmatics in their advertisements and how the consumer’s reaction corresponds with what is proposed in the theories. Three printed advertisements were analyzed by the author and six qualitative interviews were conducted with Swedish women of different ages. The analysis of the advertisements identified semiotic and pragmatic features including linguistic and non-linguistic signs, cultural myths, metaphors, similes, pronouns, deixis, visual parallelism as well as the use of Relevance Theory such as enrichment. The results revealed that M.A.C. Cosmetics marketing strategies correlate to, or can be explained by, key theories within pragmatics and semiotics. The results of the interviews show that the majority of the interviewees react correspondingly with what is proposed in the Theoretical Background chapter and the research has validated the theories and confirmed them as useful and effective analytical tools for examining advertising texts. It was also established that the advertiser appears to be aware, consciously or not, of the cognitive processes involved in the interpretation of advertisements which Relevance Theory explains, such as enrichment.
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Gedutytė, Reda. "The usage of deixis in advertisements related to perfume." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130608_142638-92111.
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Advertisements are a means of widely used media, which uses language, images and/or sounds to attract the attention of potential clientele and transmit the message. The message of the advertisements is transmitted at the receiver with the help of deixis. Deixis points at the customer and builds the bridge of communication between the sender of the message and its receiver. This study analyses how the deictic forms are used in the advertisements and commercials of perfume in order to promote and sell the goods.Skelbimai yra viena iš plačiausiai naudojamų žiniasklaidos priemonių, naudojančių kalbą, vaizdus ir/arba garsus, tam kad pritrauktų potencialių klientų dėmesį ir perduotų žinią. Deiksės pagalba reklaminiai pranešimai yra perduodami gavėjui. Deiksė nusitaiko į klientą ir sukuria bendravimo tiltą tarp žinutės pranešėjo ir gavėjo. Šis tyrimas analizuoja, kaip deiksė yra vartojama kvepalų reklamoje tam kad reklamuotų ir parduotų prekes.
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Gustafsson, Maja. "Metadiscourse in advertising : Persuasion in online advertisements of makeup brands." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-71585.
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E-commerce has exploded and with that also advertisements online. To get customers to stay as customers with your company, advertisements become more and more persuasive. To measure this persuasion metadiscourse has been used as a method for this investigation. The aim of this paper is to find out the ways companies use language and discourse to entice customers and keep them buying products. The material chosen for this investigation was advertisements extracted from web pages of make-up brands. Hyland´s categories of metadiscourse were used to extract the relevant features from the advertisements. The results were that all advertisements that had metalinguistic features were also persuasive. Persuasive language occurs as boosters, engagement markers and self-mentions. Also, the metalinguistic features that occur in this investigation are the three categories mentioned above. Further investigation into this topic would be to only view editorial parts of advertisements which most likely will broaden the results within all categories from Hyland´s view of metadiscourse.
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Chan, Ka-yin, and 陳嘉賢. "Loan Words in advertisements in Japanese women's magazines." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2003. http://hub.hku.hk/bib/B31953785.
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Hrakhouskaya, Maryia, and Veronica Königsson. "Consumer perception and decoding of language-mixed advertisements in the Swedish consumer market." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4728.
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The present study focuses on the phenomenon of using foreign language, or a language mix in advertising messages on the Swedish consumer market. The purpose established for the research was to see if the use of English language or an English-Swedish language mix of advertisement message in the Swedish consumer market has an effect on how consumers perceive, and interpret the advertising messages. Twelve different advertisements were chosen, the featured products were of various kinds, most targeting both females and males; such as training/walking shoes and hair products. Contrary to this some advertisements were chosen specifically for female/male consumers, for example women’s/men’s perfume. Furthermore, most of the advertisements were chosen because they could be viewed as appealing for consumers no matter the consumers’ age.
The employed research methodology was qualitative. The empirical data was obtained through in-depth, face to face interviews with 27 respondents. The collected data was then analyzed based on the established theoretical framework; the objective was to see if similarities or differences could be found between the two consumer groups of native Swedish consumers and immigrant consumers. The analytical methods used for this were pattern matching as well as analytic induction.
The results of the study revealed that age, gender, knowledge of English and cultural background appeared to interact with the consumer’s response towards the advertisement’s language. Younger Swedish respondents and immigrant respondents that have English as their dominant language perceived the use of English language in Swedish advertisements as a positive phenomena and consider it as a more powerful, persuasive and convincing marketing tool, due to their higher level of English knowledge. Older Swedish respondents on the other hand, had more negative perception and emotions towards the English language in Swedish advertisements and preferred to see more Swedish language in marketing messages.
While the sample choices and chosen qualitative methodology limit the generalizability and explanatory power of results, this study should be of use for marketers in Sweden; especially while the construction of communication messages is delivered using language mixing.
Finally, the results of this study may be helpful to researchers continuing in this line of inquiry; in particular, the results should be tested and later replicated to establish their validity and generalizability. The results of the study can be implemented in the marketing industry in Sweden and taken into consideration in terms of the construction of messages in the advertisements in the Swedish market.
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Jörninge, Fridha. "The Language of Advertising : A qualitative study of gender representation in print advertisements." Thesis, Högskolan i Halmstad, Sektionen för humaniora (HUM), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-26604.
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The purpose of this essay was to investigate and highlight the strengths and shortcomings of Critical Discourse Analysis and Feminist Critical Discourse Analysis when used as an analytical tool. By comparing the representation of women and men in print advertisements, and how there may be a difference in language being used to describe both genders, including the use of sexist language, a critique of CDA and FCDA could be established. In order to establish this all areas of the advertisements had to be taken into account, including layout and images used. The ads were read and interpreted through CDA and FCDA in order to investigate and identify the strengths, and any shortcomings, of the theories. The investigation shows that, although CDA and FCDA scholars could argue that women tended to be described in a more sexist manner overall, a counterargument could also be made on most accounts. The argument which supported sexism was especially observable through how women’s bodies were more often fragmented in images and positioned in more sexual positions, but also how the advertisements not only reinforced stereotypes as well as using distinctly negative language in their descriptions. However, gender stereotyping against men in the ads was also prevalent, which allowed an argument against CDA and FCDA’s theories about existing power struggles. Although the investigation did manage to substantiate the critique regarding how CDA and FCDA view the differences in gender representations, therefore fulfilling its aim, perhaps a more accurate result would have been possible to achieve if more print advertisements had been used in the investigation. However, this was not possible due to the qualitative nature of the investigation.
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Ng, Wan Yi Daphene. "A linguistic analysis of puns in advertisements in Hong Kong." HKBU Institutional Repository, 2005. http://repository.hkbu.edu.hk/etd_ra/644.
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Zhu, Yu, and 朱宇. "Commercial advertisements in Ming Pao (Hong Kong) & Jin Wanbao (Tian Jin)." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2001. http://hub.hku.hk/bib/B31225597.
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Tse, Yee Wan Yvonne. "Discourse analysis of lesbian and gay male dating advertisements." HKBU Institutional Repository, 1999. http://repository.hkbu.edu.hk/etd_ra/404.
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Itkin, Alexa King. "An Analysis of Magazine Advertising Language and the Portrayals of Aging in Cosmetics Advertisements." Thesis, The University of Arizona, 2010. http://hdl.handle.net/10150/156893.
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The following research examines how aging is portrayed in advertising targeting different age groups of women, by analyzing the specific language in beauty product advertisements. These advertisements were selected from three different magazines, each targeted toward a specific age group of women (median ages readership for each magazine: 30.3, 46, and 55 years old) The language in the beauty product advertisements was analyzed by looking at five unique factors. The five elements that determine how strongly the advertisement portrays aging are: implicitness, explicitness, implication of correcting/erasing, and the use of scientific explanation. The analysis of the magazine advertisements also includes an overall prominence of age-related language score, a score determining the level of creative marketing used in the advertisement, and a score determining whether an age-related image was present in the advertisement. The focus of this study is to identify how beauty product advertisements convey aging in a negative way, particularly to adult women. This research looks at how mass media portrays aging negatively, the effects of these portrayals, and society's negative attitudes toward aging and older adults.
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Gieszinger, Sabine. "The history of advertising language : the advertisements in "The Times " from 1788 to 1996 /." Frankfurt am Main (Allemagne) ; Berlin ; New-York : P. Lang, 2001. http://catalogue.bnf.fr/ark:/12148/cb38853574j.
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Cueto, Elizabeth Patricia. "Characteristics of Florida's Hispanic advertising a content analysis of current advertisements airing on Spanish-language television /." [Gainesville, Fla.] : University of Florida, 2006. http://purl.fcla.edu/fcla/etd/UFE0013401.
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FERREIRA, MERGENFEL A. VAZ. "PERCEPTION, INTERCULTURALITY AND THE FOREIGN LANGUAGE TEACHING/ LEARNING PROCESS: DIFFERENT VIEWS OVER BRASILIAN AND GERMAN ADVERTISEMENTS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2010. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=16283@1.
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COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOREsta pesquisa parte da premissa de que a comunicação intercultural será tanto mais eficaz se tivermos em mente as diferenças culturais, ou, em outras palavras, as diferenças de percepção que estão em jogo nesta comunicação. Destacamos, dessa forma, como objetivo geral deste estudo, a análise comparativa da percepção de textos multimodais, mais especificamente, anúncios publicitários impressos em revistas brasileiras e alemãs, por aprendizes brasileiros de ALE (Alemão como Língua Estrangeira) e por aprendizes alemães de PLE (Português como Língua Estrangeira), com atenção para a dimensão intercultural envolvida nesta atividade, destacando a importância de tal dimensão para o processo de ensinar e aprender línguas/culturas estrangeiras. Os dados que fazem parte deste trabalho foram coletados através de entrevistas semiestruturadas com aprendizes em escolas de língua no Brasil e na Alemanha, e foram analisados com base em conceitos desenvolvidos sobretudo nas áreas de Sociolinguística, Cruzamento Cultural e Antropologia Social. A análise dos dados aponta para a identificação tanto de aspectos culturais mais diretamente relacionados a usos linguísticos (uso de pronomes pessoais e formas de tratamento, por exemplo), quanto de aspectos culturais mais subjetivos (a percepção de estados emocionais, a visão de trabalho, entre outros), revelando-se como rico e potencial material de pesquisa, estudo ou consulta aos interessados principalmente na área de ensino e aprendizagem de ALE e PLE e cruzamento cultural Brasil- Alemanha.
This research starts from the assumption that intercultural communication will be more effective if we have in mind the cultural differences, or in other words, the differences in perception that can occur in this communication. We emphasize, therefore, that the objective of this study is the comparative analysis of the perception of multimodal texts, more specifically, printed advertisements in Brazil and Germany. That means the study of how Brazilian learners of GFL (German as a Foreign Language) and German learners of PFL (Portuguese as a Foreign Language) interpret these advertisements. This analysis pays attention to the intercultural dimension involved in this activity, highlighting the importance of this dimension to the process of teaching / learning foreign languages / cultures. The data were collected through semi-structured interviews with learners in language schools in Brazil and Germany, and were analyzed based on concepts developed primarily in the areas of Sociolinguistics, Cross-Cultural Studies and Social Anthropology. The data analysis aims to identify not only the cultural aspects more directly related to linguistic usages (use of personal pronouns and forms of address, for example), but also the more subjective cultural aspects (like the perception of emotional states, the view of work, among others). The results show a rich and potential material for research, study or consultation for everybody who is interested mainly in the area of teaching and learning GFL and PFL and of cross-cultural studies Brazil-Germany.
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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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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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Kheovichai, Baramee. "Marketization in the language of UK university recruitment : a critical discourse analysis and corpus comparison of university and finance industry job advertisements." Thesis, University of Birmingham, 2014. http://etheses.bham.ac.uk//id/eprint/4706/.
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This thesis investigates the marketization of universities’ recruitment discourse, using critical discourse analysis and corpus linguistic methodology. University and financial job advertisements were compared synchronically and diachronically. Synchronic corpus linguistic analyses were executed on 3,000 online university and 3,000 financial job advertisements from the present day. In addition, 60 university and financial job advertisements from newspaper in the 1970s were analysed manually for the diachronic comparison. The results indicate that while 1970s university and financial job advertisements are strikingly different, 2010s university job advertisements are fundamentally aligned with those from businesses. 2010s university job advertisements and financial job advertisements seek to establish the credentials of the employer but this move is rare in 1970s university job advertisements. Universities in 2010s are construed as performing activities that are inherently promotional. Applicants in 2010s university job advertisements are construed as more equal and as benefiting from the job. The evaluative adjectives in university and financial job advertisements are largely similar. Business oriented discourse and ideologies have become conventionalized in the phraseology of university discourse. However, universities do not always adopt business discursive practices and should indeed be more selective about the in-take of business discourse.
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郭寶珊. "香港廣告文稿的語言特徵 = The characteristics of language used in the scripts of Hong Kong advertisements." Thesis, University of Macau, 2001. http://umaclib3.umac.mo/record=b1636187.
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OLIVEIRA, ADRIANE SILVA DE. "APPEALS TO THE HEART: ASPECTS OF THE BRAZILIAN CULTURE FOUND IN ADVERTISEMENTS AND ITS USE IN PORTUGUESE AS A SECOND LANGUAGE FOR FOREIGNERS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2006. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=9013@1.
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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRODada a importância dos meios de comunicação de massa na sociedade contemporânea, torna-se evidente a existência de um mundo que é fortemente marcado pela influência da propaganda. No tocante ao ensino de PL2E, acredita-se que o uso de textos publicitários como material didático poderia facilitar a compreensão de como os falantes de português se relacionam com os outros e com o mundo. Em outras palavras, possibilitaria ao aprendiz de PL2E conhecer o sistema de valores que impregna o sistema lingüístico. Outrossim, permitiria ao aluno um confronto com um outro recorte do real e sobretudo com um recorte em unidades de significação providas de uma grande carga afetiva. Considerando que nenhuma manifestação lingüística é neutra, assume-se que o apelo à emoção, à família, à cordialidade, aspectos marcantes da cultura brasileira, também não o seja. Lançar mão de elementos tão marcantes na cultura brasileira não é um ato inocente. Sabe-se que os anunciantes não querem apenas informar o consumidor, mas sobretudo persuadi-lo, convencê-lo da necessidade e importância de adquirir determinado produto. Acredita-se, portanto, que, lançando mão desses traços relevantes na nossa cultura, sua missão de seduzir o consumidor brasileiro se torne bem mais fácil.
Advertising is an unavoidable fact of life in today's consumer societies, as advertisements are everywhere and are seen by everyone. In addition, due to their prominence in virtually all contemporary societies, advertising can tell us a good deal about our own society. The use of this text type in Portuguese as a foreign-language classes can provide the students with a comprehensive knowledge of the way Brazilians behave in their everyday lives. Moreover, making use of aspects of the Brazilian culture is not a mere coincidence, but a strategy to persuade the reader to buy and consume the advertised products.
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Zhu, Yu. "Commercial advertisements in Ming Pao (Hong Kong) & Jin Wanbao (Tian Jin) : characteristics of rhetoric and its educational meanings /." Hong Kong : University of Hong Kong, 2001. http://sunzi.lib.hku.hk:8888/cgi-bin/hkuto%5Ftoc%5Fpdf?B23457041.
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Albalawi, Rania. "Toward a Real-Time Recommendation for Online Social Networks." Thesis, Université d'Ottawa / University of Ottawa, 2021. http://hdl.handle.net/10393/42255.
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The Internet increases the demand for the development of commercial applications and services that can provide better shopping experiences for customers globally. It is full of information and knowledge sources that might confuse customers. This requires customers to spend additional time and effort when they are trying to find relevant information about specific topics or objects. Recommendation systems are considered to be an important method that solves this issue. Incorporating recommendation systems in online social networks led to a specific kind of recommendation system called social recommendation systems which have become popular with the global explosion in social media and online networks and they apply many prediction algorithms such as data mining techniques to address the problem of information overload and to analyze a vast amount of data. We believe that offering a real-time social recommendation system that can understand the real context of a user’s conversation dynamically is essential to defining and recommending interesting objects at the ideal time.
In this thesis, we propose an architecture for a real-time social recommendation system that aims to improve word usage and understanding in social media platforms, advance the performance and accuracy of recommendations, and propose a possible solution to the user cold-start problem. Moreover, we aim to find out if the user’s social context can be used as an input source to offer personalized and improved recommendations that will help users to find valuable items immediately, without interrupting their conversation flow. The suggested architecture works as a third-party social recommendation system that could be incorporated with other existing social networking sites (e.g. Facebook and Twitter). The novelty of our approach is the dynamic understanding of the user-generated content, achieved by detecting topics from the user’s extracted dialogue and then matching them with an appropriate task as a recommendation. Topic extraction is done through a modified Latent Dirichlet Allocation topic modeling method. We also develop a social chat app as a proof of concept to validate our proposed architecture. The results of our proposed architecture offer promising gains in enhancing the real-time social recommendations.
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Souza, Andréia Cristina de. "Análise de aspectos sociolinguísticos em propagandas comerciais." Universidade Estadual do Oeste do Parana, 2010. http://tede.unioeste.br:8080/tede/handle/tede/2508.
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Previous issue date: 2010-11-30The objective of the present work is to verify how publicity uses sociocultural aspects of the German language as a means of persuasion and/or identification between the advertiser and the prospective consumer regarding the advertised product. In order to do so, we chose to carry out a research based on the theoretical and methodological presuppositions of sociolinguistics, of an ethnographical nature. The corpus of the research comprises six advertisements, interviews with German descendants and texts composed by 5th-grade students. Regarding the advertisements, we chose four from the car manufacturer Volkswagen (Golf G4, É Nóis, Rigorosos e Contrário), and two from Casa Leonhardt, one in the city of Marechal Cândido Rondon and the other in the city of Palotina. After a previous analysis of the advertisements, which revealed sociolinguistic traces of the German language, they were presented to the informer, so that they could show their reception and evaluation of the advertisements. The informers were selected in the city of Marechal Cândido Rondon, in which descendants of German immigrants settled, and in the district of Santa Rita D Oeste Terra Roxa, which, besides presenting a considerable number of German speakers, is where the Casa Leonardt head office is located. In the interviews, beside the advertisements, questions regarding identity, beliefs and attitudes, and preservation of the German language and culture, were discussed, as well as the public policies needed for this preservation and, eventually, the teaching of Portuguese and German. The last subject of the corpus was related to the analysis of texts composed by students, in which they reveal the linguistic transferences from German to Portuguese. This analysis had in mind a teaching proposal in this context of language contact. Among other results, obtained through interviews, we found out that most informants approve the use of the German language in commercial advertisements. They also acknowledge that this kind of language attracts the attention of the public more efficiently than the traditional monolingual advertisements, thus acting as a means to persuade the potential buyer.
O presente trabalho tem como objetivo verificar como a publicidade faz uso de aspectos socioculturais da língua alemã, utilizando-os como mecanismo de persuasão e/ou identificação entre o anunciante e o possível comprador em relação ao produto anunciado. Para tanto, optou-se por realizar uma pesquisa baseada nos pressupostos teóricometodológicos da sociolinguística, de cunho etnográfico. O corpus da pesquisa é composto por seis propagandas, entrevistas com descendentes de alemães, além de textos de alunos da 5ª Série do Ensino Fundamental. Em relação às propagandas, foram selecionadas quatro da empresa automobilística Volkswagen (Golf G4, É Nóis, Rigorosos e Contrário), além de duas da empresa Casa Leonhardt, sendo uma veiculada no município de Marechal Cândido Rondon e outra em Palotina. Desse modo, após uma primeira análise das propagandas, verificando a utilização de traços sociolinguísticos da língua alemã, estas foram apresentadas aos informantes, para verificar como estes recebem e avaliam essas propagandas. Os informantes foram selecionados na cidade de Marechal Cândido Rondon, colonizada por descendentes de imigrantes alemães, e no distrito de Santa Rita D´Oeste Terra Roxa, que além de apresentar um número considerável de falantes alemães, é onde fica a matriz da Casa Leonhardt. Nas entrevistas, além do tema das propagandas, foram discutidas questões referentes à identidade, às crenças e atitudes, à preservação da língua e da cultura alemãs bem como as políticas públicas necessárias a essa preservação e, por fim, o ensino do português e do alemão. Ao último tema do corpus foram relacionadas a análise de textos produzidos por alunos, os quais revelam transferências do alemão para o português, objetivando uma proposta de ensino neste contexto de línguas em contato. Entre outros resultados, obtidos a partir das entrevistas, constatou-se que a maioria dos informantes aprova a utilização da língua alemã em propagandas comerciais, bem como reconhecem que este tipo de linguagem prende a atenção do público de modo mais eficaz que o modelo tradicional monolíngue de propaganda, servindo, portanto, como mecanismo de persuasão para a vendagem dos produtos anunciados.
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Johansson, Josefin. "No Laughing Matter : A study of the use of comedy in public service announcements." Thesis, Högskolan i Halmstad, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-34176.
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This essay is a study which is intended to explore how public service announcements in broadcast media use humour as a method of conveying their core messages in a manner which is both memorable and persuasive; to consider why humour is chosen as a strategy; and to identify the similarities and differences in the use of humour in PSAs and commercial broadcast advertising. Six video commercials were analysed in total: three PSAs and three advertisements. The analysis identified semantic and stylistic features including metaphors, puns, idioms, vagueness, polysemes, homonyms, homographs and homophones, as well as visual metaphors. It continued on to investigate how PSAs contextualise their messages, applying Grice's co-operative principle, as well as the principles of relevance, as proposed by Sperber and Wilson (1986). The results revealed that the PSAs examined appear to show the application of a range of linguistic devices that contribute to making their content humorous. Ambiguity, mostly generated by verbal and visual metaphors, vagueness and polysemy, appears to be the most common strategy for stimulating interest and engaging the viewer. It was observed that viewers must possess the ability to recover meaning through non-linguistic signifiers, such as body language, and through contextual cues. It was also established that similar linguistic devices tend to be used in the production of PSAs and advertisements to create humorous content, but to a different extent.
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Van, Niekerk A., and M. Conradie. "Literary genres as points of interest in print advertising." Journal for New Generation Sciences, Vol 12, Issue 2: Central University of Technology, Free State, Bloemfontein, 2014. http://hdl.handle.net/11462/665.
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Published ArticleThe article focuses on the interplay between print advertisements and literary genres such as poetry, drama, folklore, etc. This interplay may be used to develop an advertisement's point of interest to attract attention from a specific target audience. Based on previous research we hypothesise that literary genres are exploited as a means to engage audiences. The study aims to give a description of the typical genre characteristics of modern literary genres in SA print advertising. It also endeavours to do a pragmatic analysis of these advertisements against the background of the specific literary genre category and the genre qualities of advertisements to identify the implied marketing message.
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Mak, On Tat. "Discourse analysis on an online advertisement on skincare." HKBU Institutional Repository, 2003. http://repository.hkbu.edu.hk/etd_ra/485.
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Coan, Giovanna Ike. "Construções -se em anúncios publicitários de revistas paulistanas." Universidade de São Paulo, 2011. http://www.teses.usp.br/teses/disponiveis/8/8142/tde-28062012-155030/.
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Esta pesquisa investiga construções-se em anúncios publicitários de revistas paulistanas dos anos de 1890 a 1920. A passagem do século XIX para o XX é um momento de transformações na cidade de São Paulo, na publicidade e no Português Brasileiro (PB). Estudos têm mostrado que, desde esse período, a gramática do PB não produz a construção-se passiva, mas a ativa, sem concordância entre verbo e argumento interno. Neste trabalho, descrevemos e analisamos as sentenças com se não como unidades isoladas, mas em relação aos demais elementos do anúncio (verbais e não verbais) e ao contexto sócio-histórico e cultural de produção do corpus. A leitura do anúncio como um todo revelou que a concordância nas construções-se se deu entre o verbo e um tópico, coindexado a um sujeito nulo e referindo-se a um elemento realçado tipograficamente na publicidade. Esse tipo de exame possibilitou a identificação de estruturas tanto ativas quanto passivas; em ambos os casos, o se tinha a função de apontar que o agente semântico era humano e indeterminado. Os anúncios ainda mostraram que a oscilação entre a Pessoalidade (significando distinção e hierarquia) e a Impessoalidade, uma característica estrutural da sociedade paulistana de então, atingia também o domínio linguístico, e isso se tornou visível pelo emprego dos diferentes tipos de construção-se.This research investigates constructions with the pronoun se in advertisements published in magazines from 1890 to 1920. At the turn of the 20th century, many changes took place in the city of São Paulo, in advertising and in Brazilian Portuguese (BP). Studies have shown that, from that moment on, instead of producing the socalled passive-se, BP has been using the active construction with se, in which the verb does not agree with the internal argument. In the present analysis, the linguistic phenomenon is not taken as an isolated part of the advertisements, but is observed in relation to the other verbal and non-verbal elements of the text and also the social, historical and cultural context. Reading the advertisements as a whole showed that the verb agreed with a topic, co-indexed with a null subject, which referred to a typographically salient element in the page. Through this type of examination, we could identify both active and passive structures; at the same time, the pronoun se denoted that the semantic agent was human and indefinite. The different kinds of constructions with se also revealed that a social structural feature of São Paulo, viz. the alternation between hierarchical and impersonal relationships, could reach the linguistic domain. Keywords:
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Grier, Lara Anne. "Decolonising the media : the use of indigenous African languages in South African television advertisements." University of Cape Town, 2015. http://hdl.handle.net/11427/13659.
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\Advertisements in African languages are generally confined to radio, and in that medium are factual, dialogic and direct. When used in television advertising, however, South Africa’s indigenous languages play a less informative role, being employed rather to index a concretised African essence, African identity, urban style, or a particular reified postapartheid togetherness and cultural mobility. In this dissertation I analyse six television advertisements, all using African languages or language varieties, broadcast over the years starting 2010 through to 2014. I reflect on how and why the African language is used and to what extent African languages are no longer seen by television advertisers as carriers of information but as exploitable symbols of trustworthiness, multiculturalism, belonging and innovation. Methodology includes interviews with agencies, sociolinguistic analyses of the varieties used, detail on brands and products represented by the language and a small pilot study with viewers to ascertain their responses to the six selected advertisements.
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Kashoob, Hassan S. "Cultural translation problems with special reference to English/Arabic advertisements." Thesis, University of Glasgow, 1995. http://theses.gla.ac.uk/1147/.
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The thesis deals with the problems of translating "soft-sell" advertisements between Arabic and English. It is argued that a standardisation strategy of any international advertising campaign across cultures of soft-sell advertising is unsuccessful at any time in the case of Arabic and English. This stems not only from, besides the huge differences already existing between the two languages and cultures, such as socio-economic and socio-political, but also from the different methods and strategies adopted by the copywriters in employing various elements of humour, irony, persuasion, taboos (e.g. sexual connotations), conceptual sarcasm and cultural intertextuality, which are aimed at particular audiences, and the translation of which is determined by the elements of time and space. Localisation, according to the characters of the local market is thus the best solution for any successful cross-cultural advertising. The development of the role of culture and language in a given society has also been illustrated, followed by various approaches to cultural translation equivalence and cultural translation difficulties between Arabic and English. The thesis also contains a study of the techniques and methods of advertising. This includes elements of persuasion, strategies of standardisation, language and paralanguage of advertising, style of advertising and deviation in advertising from the norm of standard English.
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Wibom, Linn. "“All Can Achieve Beauty” : A Diachronic Multimodal Text Analysis of Skin Care Advertisements 1920-2013." Thesis, Stockholms universitet, Engelska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-169823.
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Advertisements are multimodal texts created to get attention from potential customers in order to sell products. Previous research has shown how advertisements’ visual and verbal features make up ideological codes that are used to affect readers. To interpret these codes and gain an understanding of advertisements as communicative artifacts, a linguistic approach needs to be merged with a multimodal approach. In this study systemic functional grammar and multimodal semiotics are applied to ten skin care advertisements by Elizabeth Arden from 1920-2013. The aim is to investigate how the relationship between skin care companies and their potential customers is constructed through the use of language and images in skin care advertisements. Furthermore, the study aims to analyze whether and how the relationship between skin care companies and customers change over time. The findings indicate that the reader is constructed as unequal to Elizabeth Arden. The results also show a longitudinal difference in that the reader and the writer are constructed as closer in earlier advertisements and more distant in later advertisements. The language is also less demanding in recent years. Furthermore, the findings show that later skin care advertisements, unlike earlier advertisements, refer to science. The change might be an indication that societal and consumer values are evolving. Hence, the result might reflect societal changes.
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Melão, Priscila Aguiar. "O gênero textual anúncio publicitário no ensino do FLE: o desenvolvimento da capacidade discursiva \'argumentar\' por meio de recursos verbais e visuais." Universidade de São Paulo, 2014. http://www.teses.usp.br/teses/disponiveis/8/8146/tde-08102014-165506/.
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Esta dissertação, que se insere na linha Estudos linguísticos e didáticos, tem por objetivo estudar o ensino-aprendizagem de língua estrangeira através da elaboração de uma sequência didática e da produção de textos pertencentes ao gênero textual anúncio publicitário por alunos de FLE. Para tanto, visamos a apresentar a análise desse gênero textual e suas contribuições para as práticas de ensino de língua estrangeira e, sobretudo, buscamos colaborar para as reflexões sobre o desenvolvimento das capacidades de linguagem dos alunos na aprendizagem de FLE através de gêneros textuais. Porém, pretendemos dar especial atenção ao desenvolvimento da capacidade de argumentar, por meio de textos verbais e visuais, característicos do anúncio publicitário. Para isso, apoiamo-nos no quadro teórico-metodológico do interacionismo sociodiscursivo (ISD), tal como é apresentado por Bronckart (1999, 2003, 2006, 2008), no que se refere à compreensão do agir humano através da atividade de linguagem. Servimo-nos também do modelo de análise de textos do ISD destinado, principalmente, ao estudo de textos verbais e das propostas para o ensino de línguas por meio dos gêneros textuais (SCHNEUWLY; DOLZ, 2004). Inspiramo-nos, também, na união das categorias da Gramática do Design Visual (GDV), desenvolvida por Kress e Van Leeuwen (2006), para nos auxiliar na análise de textos não verbais, à perspectiva do ISD, assim como foi proposta por Leal (2011). Essa união das teorias possibilita a análise dos gêneros textuais multimodais como os anúncios publicitários, pois, esse gênero combina textos verbais e não verbais. Baseamo-nos, ainda, em outros teóricos do ISD para a elaboração do material didático através da noção de gênero textual (SCHNEUWLY; DOLZ, 2004; CRISTOVÃO, 2005; MACHADO, 2005; DIONÍSIO, 2005; LOUSADA, 2005) e para analisar o desenvolvimento das capacidades relacionadas ao argumentar (PLANTIN, 2008; KOCH, 2004). Dessa forma, construímos o modelo didático do gênero textual anúncio publicitário, elaboramos uma sequência didática e a aplicamos , de modo a coletarmos as produções textuais iniciais e finais dos alunos de FLE. Posteriormente, analisamos as produções através do modelo de análise proposto neste estudo, observando a apropriação do gênero textual anúncio publicitário pelos alunos e, portanto, sua aprendizagem no que diz respeito aos efeitos argumentativos produzidos pela combinação do texto verbal e visual. Os resultados desta dissertação apresentam o gênero textual como megainstrumento (SCHNEUWLY; DOLZ, 2004), visto que ele contribui para o desenvolvimento das capacidades de linguagem dos alunos em língua estrangeira e, sobretudo, da capacidade que permite ao aluno argumentar, valendo-se de elementos verbais e visuais, ou seja, agir socialmente por meio da linguagemThis thesis, which belongs to the research project linguistic and didactic studies, aims to study the teaching and learning of foreign language through the development of a didactic sequence and production of texts belonging to the textual genre advertisement by FLE students. In order to achieve this goal, we aim to present the analysis of this textual genre and its contributions to the practices of foreign language teaching and, above all, we seek to contribute to the discussions on the development of students language capacities when learning FLE through textual genres. However, we intend to focus in particular on the development of the capacities to argue, through verbal and visual texts, which are characteristic of the advertisement texts. In order to do so, we rely on the theoretical and methodological framework of socio-discursive interactionism (SDI), as shown by Bronckart (1999, 2003, 2006, 2008), regarding the understanding of human activity through language activity. Moreover, we employ the model of text analysis of the SDI intend, primarily to the study of verbal texts and proposals for teaching languages through text genres (SCHNEUWLY; DOLZ, 2004). Furthermore, we are inspired by the union of the categories of Grammar of Visual Design (GVD), developed by Kress and Van Leeuwen (2006), to assist in the analysis of non-verbal texts, in the prospective of SDI, as proposed by Leal (2011). This union of theories enables the analysis of multimodal textual genre as advertisements, because this genre combines verbal and nonverbal texts. We also rely on other SDI theorists for the preparation of didactic material through the notion of genre (SCHNEUWLY; DOLZ , 2004; CRISTOVÃO , 2005; MACHADO, 2005; DIONÍSIO, 2005; LOUSADA, 2005) and to analyze the development of capacities related to \" argue \" (PLANTIN , 2008; KOCH , 2004) . Thus, we built the didactic model of the textual genre advertisement, we developed a didactic sequence and then applied it in order to collect the initial and final textual productions by FLE students. Subsequently, we analyzed the productions within the framework proposed in this study, observing the appropriation of the textual genre advertisement by students and, therefore, their learning in terms of argumentative effects produced by the combination of verbal and visual texts. The outcomes of this thesis show the genre as a mega instrument (SCHNEUWLY; DOLZ , 2004), since it contributes to the development of students language capacities in a foreign language and, above all, students ability to argue, using verbal and visual aspects and acting in the social world through language
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Anderson, Amy K. "Image/Text and Text/Image: Reimagining Multimodal Relationships through Dissociation." UKnowledge, 2014. http://uknowledge.uky.edu/english_etds/11.
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W.J.T. Mitchell has famously noted that we are in the midst of a “pictorial turn,” and images are playing an increasingly important role in digital and multimodal communication. My dissertation addresses the question of how meaning is made when texts and images are united in multimodal arguments. Visual rhetoricians have often attempted to understand text-image arguments by privileging one medium over the other, either using text-based rhetorical principles or developing new image-based theories. I argue that the relationship between the two media is more dynamic, and can be better understood by applying The New Rhetoric’s concept of dissociation, which Chaim Perelman and Lucie Olbrechts-Tyteca developed to demonstrate how the interaction of differently valued concepts can construct new meaning. My dissertation expands the range of dissociation by applying it specifically to visual contexts and using it to critique visual arguments in a series of historical moments when political, religious, and economic factors cause one form of media to be valued over the other: Byzantine Iconoclasm, the late medieval period, the 1950’s advertising boom, and the modern digital age. In each of these periods, I argue that dissociation reveals how the privileged medium can shape an entire multimodal argument. I conclude with a discussion of dissociative multimodal pedagogy, applying dissociation to the multimodal composition classroom.
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Nyström, Susanne. "Comparação de anúncios de emprego nas imprensas brasileira e sueca." Thesis, Stockholms universitet, Institutionen för spanska, portugisiska och latinamerikastudier, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-92986.
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O objetivo desta monografia de conclusão de curso é de analisar um corpus de anúncios de emprego brasileiros e suecos em jornais interurbanos para explorar semelhanças e diferenças, tanto na aparência como no conteúdo nos elementos estruturais dos anúncios. Foi escolhida a profissão de gerente para a comparação entre anúncios de emprego em dois jornais com periodicidade diária do Brasil e da Suécia, na ediçãoem papel. As maiores diferenças se acham no leiaute e no conteúdo dos anúncios. Os anúncios suecos são em geral mais completos em informação e requerimentos de ambos hard skills* e soft skills* do que os anúncios brasileiros. Os anúncios suecos em geral tentam criar uma imagem da pessoa procurada para candidatura do emprego. No caso dos anúncios brasileiros, focalizam nos hard skills e procuram uma pessoa com a requerida competência para preencher uma vaga. Os anúncios suecos são em geral longos e contêm imagens e logos, enquanto os anúncios brasileiros não têm fotos e poucos logos e em geral são curtos e com muitas abreviações. Os anúncios de ambos os jornais fazem referência à internet para mais informação. Quanto aos requerimentos da pessoa procurada para o emprego, existem bastantes semelhanças. O requerimento mais importante em ambos os jornais é a experiência, e entre os dez mais importantes achamos quatro que são os mesmos para ambos os jornais: experiência, liderança, educação e conhecimento. As formas de tratamento nos anúncios dos dois jornais comparados também diferem. Na maior parte dos anúncios suecos o tratamento é pessoal. Em todos os anúncios brasileiros evita-se um tratamento pessoal. No caso sueco o tratamento pessoal depende da história sueca de desenvolvimento de reformas sociais e de igualdade que criou uma forma geral de tratamento pessoal du ‘tu’.2Abstract (sueco) Syftet med denna kandidatuppsats är att analysera en korpus bestående av brasilianska och svenska platsannonser i nationella dagstidningar för att undersöka likheter och olikheter, såväl i utformningen som innehållsmässigt i annonsernas strukturella uppbyggnad. I platsannonserna valdes yrket chef för jämförelse mellan platsannonserna i de två på papper tryckta dagstidningarna från Brasilien och Sverige. De största skillnaderna finns i layout och innehåll i annonserna. De svenska annonserna är i allmänhet mer kompletta när det gäller information och krav både på hard skills och soft skills än de brasilianska annonserna. De svenska annonserna försöker generellt att skapa en bild av den sökta kandidaten till tjänsten. När det gäller de brasilianska annonserna fokuserar man på hard skills och söker en person med den sökta kompetensen för att fylla en ledig plats. De svenska annonserna är i allmänhet längre och innehåller fotografier och företagsloggor medan de brasilianska annonserna inte har några foton och få loggor och i allmänhet är korta och har många förkortningar. Annonserna i båda tidningarna innehåller referenser till internet för mer information. När det gäller kraven på kandidaterna till tjänsterna finns många likheter. Det viktigaste kravet i båda tidningarna är tidigare erfarenhet och bland de tio viktigaste kraven hittar vi fyra som är lika för både brasilianska och svenska annonser: erfarenhet, ledarskap, utbildning och kunskaper. Hur man tilltalar en person i annonserna varierar också. I större delen av de svenska annonserna används ett personligt tilltal. I alla de brasilianska annonserna undviks ett personligt tilltal. I det svenska fallet beror det personliga tilltalet på den historiska utvecklingen genom sociala reformer när det gäller jämlikhet som skapade en allmän form för personligt tilltal i och med pronomenet du.
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Suomi, Emilia. "Työpaikkailmoituksen retoriikka ruotsinsuomalaisissa työpaikkailmoituksissa." Thesis, Stockholms universitet, Finska, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-157292.
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Syftet med studien är att undersöka retorik i synnerhet språkets kommunikativa egenskaper och textförfattarnas intentioner genom att fokusera på tilltal och modalhjälpverb i sverigefinska jobbannonser. Materialet består av finsk- och svenskspråkiga jobbannonser, där arbetsgivaren vill anställa en finsktalande person. Materialet har publicerats på den svenska arbetsförmedlingens hemsida och på två svenska rekryteringsbyråers hemsidor. På både svenska och finska har det offentliga språket blivit informellt. Resultatet visar att det är vanligt även i de sverigefinska jobbannonserna och att de finska jobbannonserna delvis är översättningar. Olika sätt att tilltala en annan person användes frekvent på båda språk, men eftersom konstruktionerna i den ursprungliga texten alltid delvis översätts till måltexten och svenska texter innehåller sådana former, kan översättningen leda till en generös användning av tilltalets olika former i översatta finska texter. Jobbannonser har också blivit mer krävande, vilket kan bevisas genom att användningen av modala hjälpverb ökat, men även andra sätt användes.The purpose of the study is to explore the rhetorics of Sweden-Finnish job advertisements, the communicative features of the language and the intentions of the text producer, by concentrating on addressing and modal auxiliaries. The data consists of job advertisements written in Finnish and Swedish, where the employer was looking for a Finnish-speaking employee. These were published on the Swedish employment agency’s homepage and on two Swedish recruitment agencies’ homepages. Both Swedish and Finnish public language has become informal. It is common to address another person using the 2nd person singular pronouns. The study shows that this is usual also in Sweden Finnish job advertisements and that the Finnish job advertisements partly are translations. Different addressing forms were used frequently in both languages but because the constructions of the original text often are translated and Swedish texts include more informal addressing forms, the translation may cause a generous use of different addressing forms in the Finnish language. Job announcements have become more demanding, which can be seen in the increasing use of modal auxiliaries, even though other ways were also used.
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Sosin, George. "Le rôle et la place de l'anglais de spécialité dans les petites annonces pour l'emploi en milieu scientifique." Thesis, Brest, 2015. http://www.theses.fr/2015BRES0008/document.
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Cette étude en anglais de spécialité s’inscrit dans le domaine de la terminologie du discours des annonces pour l’emploi en milieu scientifique, domaine encore inexploré d’un point de vue linguistique. Le discours des annonces pour l’emploi est la somme de plusieurs discours, notamment discours des ressources humaines, discours publicitaire, discours qu’on peut appeler « touristique » et discours scientifique. Puisque le but primordial de l’annonce est de faire la publicité de l’entreprise ou du laboratoire de recherche, le discours scientifique y est réduit au minimum car il s’avère que ce discours ne peut se plier à la finalité et aux contraintes des annonceurs. Après une analyse des vocables des ressources humaines, un travail a été entrepris sur les domaines scientifiques concernés et une nouvelle terminologie a été proposée, articulée notamment autour de hyperdomaines, domaines et sous-domaines scientifiques. L’analyse des vocables scientifiques suggère une distinction nécessaire entre les vocables scientifiques et les termes spécialisés. Enfin, le travail se clôt par un examen des moyens linguistiques et graphiques mis en œuvre dans le discours publicitaireThis dissertation focuses on English for Specific Purposes and more particularly on the terminology of scientific job advertisements discourse, an area still in pristine condition from a linguistic point of view. Job advertisements discourse is the sum of various discourses, i.e. human resources, advertising as well as a discourse which may be termed as "tourist" discourse and scientific discourse. Since the main purpose of advertisements is to advertise the company or the research laboratory, science discourse is minimized because it appears that this particular discourse fails to comply with the announcers’ ultimate aim. Once an analysis of human resources terms was done, a study was undertaken on scientific fields and a new terminology has been suggested, namely that of scientific hyperfields, fields and sub-fields. The analysis of scientific terms calls for a necessary distinction that has to be made between scientific terms and specialized terms. At last, the dissertation undertakes an analysis of linguistic and graphic means used in the advertising discourse
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Nunes, Darcijane dos Santos. "Efeitos de sentido de figuras de linguagem no gênero anúncio publicitário: uma abordagem dialógica." Universidade Federal da Paraíba, 2014. http://tede.biblioteca.ufpb.br:8080/handle/tede/7718.
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This research will show what are the sense effects produced by figures of speech in advertisement gender. Considering that, the figures of speech are more studied in literature and there are not many works about this theme found in discursive field, we try to develop a research that allow to see the importance of the figures of speech to the sense production of the discourse, especially, in advertisement gender. We used as theoretical reference, the works developed by researchers of the discursive area based on Bakhtin, like Beth Brait (2006), CristovãoTezza (2001), Augusto Ponzio (2009) and others researchers that agree with Bakhtin’s idea. As theoretical category we will use the notion of enunciate, discursive gender, stile and polyphony proposed by Bakhtin (2010), as well as the conception of the ideological sign proposed by Voloshinov (1997). For that, we try to show the discursive character of the phenomenon above mentioned, for that, we did a theoretical journey in Bakhtin’s study about the conception of language, dialogic, enunciate, ideological sign, polyphony, discursive gender and stile. This is a bibliographic, explanatory and documental research, and is about the analysis of the sense produced by the figures of speech in advertisement gender, this theme also embrace the analysis of linguistic phenomenon and no linguistic, like, metaphors, metonymy, personification, images, colors and extra verbal elements, like, the position of readers/ consumer and producer/author in relation of the announced advertisement and the situational context. We tried to show, with this research, that the meaning are built in a social and historical way, and when we analyzed them through the enunciatively-discursive prism, we can see multiple meanings that are only possible to be revealing when we consider the extraverbal elements ( Visual elements, social and historical context and the subjects that are involved in the discourse), because the word, does not bring itself the expressive cargo and, when people doing a structural analysis, they do not consider the most important part of the enunciate that promotes the sense effects.
O presente estudo visa mostrar quais os efeitos de sentido produzidos pela utilização de figuras de linguagem no gênero anúncio publicitário. Tendo em vista que as figuras de linguagem são mais observadas no campo da literatura e poucos são os estudos desenvolvidos em torno desse mecanismo discursivo no campo da Análise do discurso, procuramos desenvolver uma pesquisa que evidenciasse a importância das figuras de linguagem para a produção de sentidos dos discursos, principalmente, no gênero anúncio publicitário. Utilizamos como referencial teórico os trabalhos desenvolvidos por pesquisadores da área dos estudos do discurso de base bakhtiniana, tais como: Beth Brait (2006), Cristovão Tezza (2001), Augusto Ponzio (2009) entre outros pesquisadores que corroboram as ideias de Bakhtin. Como categorias teórico-analíticas, utilizamos as noções de enunciado, gênero discursivo, estilo e polifonia postuladas por Bakhtin (2010), bem como a concepção de signo ideológico proposta por Voloshinov (1997). Para tanto, buscamos evidenciar o caráter discursivo dos fenômenos supramencionados por meio de um percurso teórico em torno dos estudos bakhtinianos, referente às concepções de língua, linguagem, dialogismo, enunciado, signo ideológico, polifonia, gêneros discursivos e estilo. Esta pesquisa é de caráter bibliográfico, explicativo e documental e consiste na análise da produção de sentidos de figuras de linguagem nos anúncios publicitários, tema esse que abrange a análise de fenômenos linguísticos e extralinguísticos, tais como: metáforas, metonímias, personificação, imagens, cores e elementos extraverbais, como a posição do leitor/consumidor e do produtor/ autor em relação ao anúncio veiculado e o contexto situacional. Procuramos mostrar, através da análise do corpus selecionado, que os sentidos são construídos sócio-historicamente e ao analisar as figuras de linguagem pelo prisma enunciativo-discursivo, observamos uma multiplicidade de sentidos que só são possíveis de ser desvelados a partir da observância aos elementos extraverbais (elementos visuais, contexto social e histórico, sujeitos envolvidos no discurso), pois a palavra, por si só, não traz consigo uma carga expressiva e, ao fazer uma análise estritamente estrutural, como se os elementos verbais e extraverbais presentes nos anúncios fossem puramente homogêneos, são deixadas de lado partes significativas do enunciado que promovem os efeitos de sentido.
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Strugo, Tamara. "El tratamiento alocutivo en la publicidad de Mendoza (Argentina) : Diario Los Andes, 1885-2014." Thesis, Stockholms universitet, Romanska och klassiska institutionen, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-185034.
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La presente investigación diacrónica se ocupa de las formas de tratamiento alocutivo del español en la publicidad de prensa de Mendoza, Argentina, entre los años 1885 y 2014. Dado que la publicidad se presenta como un fenómeno de por sí íntimamente ligado a los modos de ser, estar y pensar en una sociedad, explorar cómo se emplea el tratamiento en este género sirve para arrojar luz sobre las pautas de uso en un momento dado y los cambios que se han ido produciendo en el tiempo. Nuestro objetivo ha sido, entonces, trazar un panorama histórico del tratamiento alocutivo en la zona a partir de su uso en anuncios de prensa. Para esto, exploramos la presencia del tratamiento, su codificación lingüística, y su relación con el rubro, el destinatario y el emisor, valiéndonos de un corpus de 750 avisos publicitarios extraídos del diario Los Andes de Mendoza. El corpus abarca 130 años, desde los primeros años de existencia del periódico y hasta la actualidad, divididos y analizados en tres periodos: 1885-1889, 1950-1954, 2010-2014. Los resultados corroboran que las pautas y los cambios de uso son consistentes con lo que rige para el género publicitario, pero también con el contexto social de cada época así como con los cambios sociohistóricos que van modificando el modo de ver y dirigirse al otro, y que dan cuenta de una consolidación y aceptación progresiva hacia la variedad propia, también en la lengua escrita.
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Rodríguez, Sieweke Lara María. "Text, Image, and Nostalgia in Two Versions of F. Scott Fitzgerald's "The Rich Boy"." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75937.
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Abstract This thesis attempts to contribute to both intermedial studies and F. Scott Fitzgerald scholarship by studying the text-illustration interplay in two versions of “The Rich Boy”. Intermediality, which pays close attention to media interactions, is a natural method to explore the word-image relations in these texts: the first version, published in Red Book Magazine in 1926, and an illustrated Spanish translation from 2012. Lars Elleström’s definition of media as a combination of modes and modalities, plays a central role in the analysis, where I study how these interact in each text: For instance, in terms of the material and sensorial modalities, both illustrators try to simulate depth and convey the senses in a flat interface. In terms of the spatiotemporal modality, the anachronies in the time placement of Gruger’s images intensify the nostalgic mood in the text, while Ágreda’s adherence to the text’s time relays a certain autonomy. Both their treatments of space are often symbolic; thus, regarding the semiotic modality, the images are symbolic besides iconic. Each text is colored by the reading of the illustrator, who is also a reader and interpreter. The theoretical framework also comprises of an approach to nostalgia: While Fitzgerald’s story is nostalgic per se, the illustrators display variations of nostalgia: Gruger’s work mirrors and enhances the nostalgic mood of the text, and while to a certain extent, Ágreda’s also does this, his nostalgia is most manifest in how he attempts to recreate a particular picture of the Jazz Age.
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Schierbeck, Ella. ""Som person är du nyfiken, framåtlutad och tycker om att ha många kontakter" : En analys av genreförändring i platsannonser för kommunikatörer från 1997-2017." Thesis, Södertörns högskola, Svenska, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-34771.
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The purpose of this bachelor thesis is to examine if one can find a change within the genre job advertisements for communicators, and in extension, the profession as a whole, during the time period 1997-2017. By studying the schematic structures of job advertisements as a genre text at large, and specifically the rhetoric strategies used when presenting requirements, I will be attempting to answer these questions through a genre analysis. The material consists of 24 job advertisements in total, 8 from each year of 1997, 2007 and 2017. The texts from 1997 have been acquired by searching through the job section of the Swedish daily newspaper Dagens Nyheter, from issues published from October to December 1997. However, the material from 2007 and 2017 both come from the Swedish Public Employment Service, Arbetsförmedlingen. To find texts from 2007 the archive at the Swedish Public Employment Service had to be advised, seeing as they are no longer posted on their website. All the job advertisements from 2017 however have been found and downloaded from the website. Theoretically this study mainly lies on Vijay K Bhatias genre analysis, and his methodology when analyzing genres and their communicative purpose as well as their schematic structure. The analysis goes on to analyze the rhetoric strategies used within the job advertisements requirements-section, then using systemic-functional grammar (SFG) to make clear the linguistic configuration. The results of the analysis show that both change and stability within the genre can be found. Regarding the changes, the schematic structures, in regards to content, becomes larger. Both regarding the number of moves in total and the number of different moves used. In addition, the analysis tells us that the ideal applicant in 2017 is an independent communicator who has a talent for networking and connecting with new people, in contrast to the communicator in 1997, who primarily is a good writer with an ability to work together.
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Souza, Beatriz Tavares de. "Classificados do jornal Folha de S. Paulo: os sentidos de um rato no discurso publicitário." Pontifícia Universidade Católica de São Paulo, 2009. https://tede2.pucsp.br/handle/handle/14066.
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Previous issue date: 2009-05-18The changes in advertisement speech that goes around in the media is the result that is coming from the social capitalism behavior which has a dynamic consumism. So, the purpose of this research is to investigate the language mechanism which Folha of São Paulo Brazilian Newspaper has all the classified advertisement. The objective is to understand how to build the ethos in enunciation and by enunciation showing as a suitable relation established between enunciator Folha of São Paulo newspaper and co-enunciator reader/consumer, as such setting speech. This scenery was created and developed around the mouse cartoon, protagonist, who is the advertisement boy of Folha of São Paulo classified advertisement who image was changed from time to time by constantly modification specially involving in a inter-speech approach originating from several fields. The theoric perspective based on speech studies, the linguistic structure applied speech and work, linked to research group Atelier speech study that dispatch to language activity in differents contexts that my research look for abstract from advertisement the inter-relation speech showed by the newspaper using a mouse cartoon. . By the material collection to be analyzed, classified advertisement of Folha newspaper, that includes verbal texts and drawn images, turning to an specific discursive speech verb-visual, postulating the theories of the speech analysis on spilling enunciative formulated by Maingueneau (2005a and 2005b) mainly guiding the analytic activity by conception of interdiscursive practice, proposed by this author, that says domain texts in a same field must be interpret using the same semantics level. The methodology will use data that has been already collected; delimit of corpus for analysis; category establishment, analysis strictly speaking
As mudanças nos discursos das propagandas que circulam nos meios de comunicação se devem ao comportamento social capitalista que tem em sua dinâmica o consumismo. Assim, esta pesquisa pretende investigar os mecanismos de linguagem dos quais se dispõe a Folha de S. Paulo, com base na análise do discurso das campanhas publicitárias dos classificados, com o objetivo de depreender como se constrói o ethos na enunciação e pela enunciação para se apresentar como competente por meio da relação estabelecida entre enunciador - jornal Folha de S. Paulo e coenunciador leitor/consumidor, em uma dada cenografia discursiva. Esta cenografia desenvolve-se em torno da figura do rato , protagonista, que se constitui como o garoto propaganda dos Classificados Folha de S. Paulo impressa, cuja figura foi se modificando de tempos em tempos e caracteristicamente envolvendo-se numa abordagem interdiscursiva provenientes de diversos campos. A perspectiva teórica se articula nos estudos da Análise do Discurso, alicerçados em Linguística Aplicada à Linguagem e Trabalho, vinculados ao grupo de pesquisa Atelier estudo dos discursos que remetem à atividade de linguagem em diferentes contextos, em que minha pesquisa procura abstrair dos anúncios a inter-relação discursiva veiculada pelo jornal por meio da figura de um rato. Pelo conjunto do material a ser analisado, propaganda dos classificados jornal Folha, que incluem textos verbais e figuras desenhadas, recorre-se, especificamente, sob a perspectiva discursiva verbovisual, aos postulados teóricos da análise do discurso na vertente enunciativa formuladas por Maingueneau (2005a e 2005b), guiando, principalmente, a atividade analítica pela concepção de prática interdiscursiva, proposta por este autor, a qual alega que textos de domínios em um mesmo campo devem ser interpretados por meio da mesma grade semântica. A metodologia fará uso de caracterização dos dados já coletados; delimitação do corpus para análise; estabelecimento das categorias; análise propriamente dita
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Björkqvist, Jenni. "Normbrytande reklam : En multimodal studie av hur språkliga och visuella resurser används i normbrytande reklam." Thesis, Södertörns högskola, Svenska, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-39930.
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This study examines two norm-breaking advertising campaigns. Through a sociosemiotic multimodal analysis I have examined a selection of advertising images from two norm-breaking campaigns: Försvarsmakten’s campaign Kom som du är and Arbetsförmedlingen’s campaignGör plats. The purpose of this study was to create a deeper understanding of how norm-breaking advertisement uses verbal and visual resources to affect attitudes and prejudices. To answer this purpose, the study has been based on the following questions: How are prominent participants constructed in norm-breaking advertising? How does image and text interact in order to change attitudes and prejudices? How does the presentation of the prominent participants in the advertising images relate to the overall purpose of the campaign? The result of this study indicates that there are patterns regarding how verbal and visual resources are used in the analyzed norm-breaking advertising images. The overall result shows that how the participants are portrayed makes the advertising images both demanding, contact- creating and engaging. Text and image interact in such a way that they both strengthen and complement each other and together they express demands that point toward a desired attitude and social change. The advertising images contains different people represented in a non- stereotyped way which relates well to the overall purpose of the campaigns.