Advertising Discourse Research Articles

Pragmatically oriented linguistic units in advertising of religious tours

INTRODUCTION. The relevance of the study is related to the study of the features of the implementation of tourist advertising in such a dynamically developing real segment as religion. The role of tourist advertising is increasing, and it is becoming especially important to study specific pragmatic oriented language units devoted to religious discourse. The purpose of the study is to identify lexical, morphological units and stylistic devices used in tourist religious discourse.MATERIALS AND METHODS. The research material was advertising texts promoting religious tours on the Internet. The collection and writing of factual material was carried out using conceptual analysis, interpretive analysis was used to determine and explain the linguistic features of religious advertising text.RESULTS AND DISCUSSION. The appeal to advertising texts promoting religious tours allowed to identify pragmatically oriented linguistic units. Religious discourse, oriented towards introducing a person to faith within the framework of a certain confession, contributes to the implementation of religious tours (pilgrimage, educational and pilgrimageeducational). Religious advertising discourse in the field of tourism can be oriented towards the discourses of consumer society, but at the same time give them new, religious and sacred outlines.CONCLUSION. The identified lexical units and stylistic means in tourist advertisements on the topic of religious tours allow us to consider that religious tourist advertisement has a number of characteristics inherent only to it and occupies its own special place among currently existing types of discourse. These advertisements can be considered special speech patterns of text aimed at implementing the pragmatic function of advertising messages.

Multimodality in the television advertisement of Raha premium maize meal

In language and communication, multimodality refers to using various modes of signification to convey meaning. These modes transcend language to engage with audiences at multiple sensory levels. Over time, communication has evolved to reflect a paradigm shift towards a multimodal perspective. This leads to a complex interplay between different modes of shaping interpretations and constructing meaning in discourse, which has attracted little research. This paper explores the concept of multimodality as used in the television advertisement discourse of Raha premium maize meal, using the Multimodal Discourse Analysis Theory. The objective is to investigate how viewers interpret and perceive different modes of signification employed in the advertisement. A descriptive research design with a qualitative approach is used in the collection and analysis of data. The findings reveal that each mode of signification has a unique role, some of which television viewers hardly denote their meaning. Further, politics, religion, and culture influence the perception of some modes of signification used in the advertisement. We recommend that the advertisements be tailored with modes of signification that resonate with the expectations of television viewers. The findings of this paper are intended to enrich linguistic theory concerning the analysis of the representation of meaning in a text and perceptions of modes of signification used.

HYPNOINDUCTORS OF THE EFFECTIVE FORMULA OF POSITIVATION IN SOCIAL ADVERTISING DISCOURSE

The article is devoted to influential elements of social advertising discourse, where Milton-model inductions are arranged, which is proposed to be nominated as hypnoinducers. The purpose of the study was to identify actual hypnoinducers of the influential formula of positivity in social advertising discourse. The object of intelligence research is Ukrainian advertising megadiscourse, the subject is suggestive markers of Ukrainian social advertising discourse. General scientific methods contributed to the delineation of specific features of social advertising discourse, various types of hypnoinducers (descriptive method); identification of the components of a communicative suggestion and combining them into a whole (methods of analysis and synthesis); concretization of general conclusions (method of induction); construction of formula models of advertising influence (modeling method). Special linguistic — the study of the semantic load and functional features of linguistic components of social advertising discourse (contextualinterpretive and component analysis) and the communicative nature of advertising suggestogens (elements of discursive analysis). The methodological base of the latest scientific directions (suggestive linguistics and neurolinguistic programming) made it possible to differentiate and systematize relevant markers (hypnoinducers) of advertising suggestion (methods of meta- and Milton-model identification and suggestive qualification, which are distinguished by R. Bandler, J. Grinder, M. Erikson, T. Yu. Kovalevska. The formulas of vectors of emotional orientation of influence are presented: positivity, negation and change of vector (in commercial, political and social advertising discourses), where special attention is paid to the formula of positivity realized in social advertising discourse. Relevant hypnoinducers, which are fixed in the above formula. In particular, hypnoinducers of complex syntactic structure + lexical-semantic hypnoinductors ("point" markers) and actually lexical-semantic hypnoinducers are singled out. Truisms can act as hypnoinducers of complex syntactic structure; pattern break; "reading thoughts" complicated by other hypnoinducers, and quotations, or "quotes" of an established and transformed structure, which, in turn, often act as separate hypnoinducers without the support of lexical and semantic markers. Elements of the inverse metamodel of the processes of omission (nominalization, nonspecific vocabulary) and generalization (universal quantifiers, modal operators of necessity) act as lexical-semantic hypnoinducers. The characteristic feature is the presence of affectives as super (powerful) hypnoinducers, the presence of ergonomics varies, and predicates are not clearly represented. Prospects for research development: in-depth analysis and systematization of current hypnoinducers in various genres of advertising discourse, which will expand the spectrum of the most effective influential dominants.

LINGUISTIC MANIPULATION IN CAR ADVERTISING DISCOURSE

The article studies the advertising discourse as a communicative and pragmatic pattern of speech behavior among advertising participants, achieved through advertising messages that combine lingual and paralingual elements. It considers the features of lingual, paralingual, and functional-pragmatic organization of the advertising text, considering various linguistic approaches. Taking advantage of the psycholinguistic approach, which emphasizes the impact of psychological factors on the linguistic structure of advertising, the research explores the use of linguistic manipulation as a means of coercive influence on consumers through selecting and using language mechanisms. Relevant to date remains the analysis of the means of linguistic influence of an advertising text at various levels of language – phonographic, morphological, lexico-semantic, and syntactic, which determines the topicality of the study. The study examines the structural and functional characteristics of English advertising text, specifically in the context of automobile advertising, and how they are used to manipulate audiences. It also identifies the unique features of English advertising texts, including their pragmatic function and linguistic nuances. The analysis of the English automobile advertising discourse finds that morphemic manipulation is most often achieved by using adjectives, verbs, nouns, and adverbs. Stylistic means also have significant manipulative potential and are the second most used in the advertising discourse.

Psycholinguistic Features in Advertising Discourse: Understanding the Cognitive Mechanisms behind Persuasion

Advertising discourse is a powerful tool employed by marketers to persuade consumers and drive purchasing behavior. Understanding the psycholinguistic features embedded within advertising messages is crucial for comprehending how these messages influence consumers' cognitive processes and decision-making. This article explores the intricate relationship between psycholinguistics and advertising discourse, shedding light on the cognitive mechanisms that underpin persuasion in marketing communications. Drawing on theoretical frameworks from psycholinguistics, cognitive psychology, and marketing, we examine how linguistic elements such as language choice, rhetorical devices, and semantic priming impact consumers' perception, comprehension, and evaluation of advertisements. Additionally, we discuss the role of psychological principles such as cognitive fluency, persuasion techniques, and emotional appeals in shaping advertising discourse. By elucidating the interplay between language, cognition, and persuasion, this article contributes to a deeper understanding of the mechanisms driving consumer behavior in the context of advertising.

The Contrastive Study on Discursive Construction of Identities and the Adaptation in Cosmetic Advertising

Discursive strategies are often used in cosmetic advertisements to construct different discursive identities in order to enter larger markets. Based on the graphic advertisements, the article reveals the dynamic selection and construction of discursive identities and their dynamic adaptation in the foundation advertisements of international brands and national brands. It is found that the cosmetic advertisements employ textual features to construct three discursive identities: one explicit identity for marketing purposes and two implicit identities: friend identity and expert identity. Based on the theories of discursive identity and linguistic adaptation, the article explores the dynamic discursive identities in this kind of advertisement discourse and analyzes the ways to dynamically adapt to the psychological, social and physical worlds of the discourse receivers.

Karakteristik Penanda Kohesi Gramatikal dan Kohesi Leksikal Pada Wacana Iklan Kosmetik Kecantikan Wajah Jepang

The purpose of this research is to explain the relationship between grammatical cohesion markers and lexical cohesion in advertising discourse that can support the formation of coherence. The data used comes from the Canmake Tokyo Japan advertisement. The data collection method used is the listening method with the basic technique, namely the tapping technique and the note-taking technique as a follow-up technique. The data analysis stage uses the commensurate method with the technique of sorting the determining elements (PUP). While the results of data analysis are presented using informal methods. Based on the results of data analysis, it can be seen that the cosmetic advertisements from Canmake Tokyo contain grammatical cohesion markers and lexical cohesion. Based on the appropriate use of cohesion markers, it can be seen that the discourse of Canmake Tokyo cosmetic advertisements is a discourse of coherence. The most common grammatical cohesion markers are reference and conjunction. While the most lexical cohesion markers found are repetition and synonyms.

French Advertising Discourse: Linguo-pragmatic Peculiarities of the Verbless Statement

French Advertising Discourse: Linguo-pragmatic Peculiarities of the Verbless Statement

Text analysis of billboards and infographic graphics advertising COVID-19 on promoting preventive behaviors and taking vaccination against the coronavirus pandemic and investigating the opinions of the Iranian adult population

BackgroundAdvertising is one of the most important solutions that health centers and medical services around the world use to try to encourage public opinion to create a positive attitude towards preventive measures and vaccination. This study has been done with the aim of text analysis of billboards and infographics related to promoting preventive behaviors and vaccination against the coronavirus pandemic and providing solutions and models for preventive information and advertising in the field of health.MethodsThe study method in this research is a combination of qualitative and content analysis. Data collection was done in a targeted manner. The sample size includes 33 advertising billboards and infographics. Data collection has been done through searching the sites and websites of health networks and medical education centers in Iran, taking pictures of infographics and billboards in public places, and also receiving archive files of pictures from the public relations of health networks and medical services. The data was collected from February 19, 2020 to December 30, 2022 (the time frame of the pandemic and public vaccination program in Iran). The data was analyzed based on the three-dimensional discourse analysis theory of Fairclough. Then, an online survey about promoting preventive behaviors and vaccination against the coronavirus pandemic in the format of billboards and infographics was designed in SurveyMonkey and its link was provided to the audience through virtual networks and other platforms. The age group of people was selected from 18 to 70 years. Considering that the number of participants should be representative of the entire community under investigation, therefore, based on Cochran’s formula, the sample size was equal to 350 people. Finally, users’ opinions were analyzed using descriptive statistics. The assessment of validity involved experts in infection control and linguistics. The reliability of the measurement, determined through the Cronbach’s alpha internal consistency coefficient, yielded a coefficient of 0.968.ResultsThe results show that among the four linguistic components of words, syntax, coherence and text structure; “live metaphors”, “pronoun “we”, “collocation and reference”, and “attitude markers” have the most impact on the audience. The frequency percentage of the data shows that these language elements have tremendous power in attracting the audience to perform preventive behaviors. The results show that the language reflects the culture, opinions and needs of people in the society. Also, the results show that encouraging people to perform preventive behaviors should be through the integration of medical information with motivational linguistic factors in order to attract the audience more.ConclusionsIt can be concluded that the use of the appropriate pattern of medical advertising discourse and correct communication strategies, will help public participation in the field of epidemic control. The language of effective health education and health communication during an epidemic must be related to the ways of thinking and speaking of ordinary people. Also, words with metaphorical and ironic meanings have a high potential to influence the health performance of people in society and increase public awareness of health communication. Therefore, using them to create a new value system with the aim of controlling and overcoming the consequences of the epidemic is very effective.

Mapping Discourse of Food and Beverage Advertisements on Television Based on Language Structure and Function

This research presents the structure and function of food and beverage advertisements on television. The method used is a discourse analysis approach in qualitative research. Descriptive analysis approach is used in the research process. The data used are food and beverage advertisements on television that contain the structure and language functions of advertisements. The research data include words, phrases, clauses, and sentences in food and beverage advertisements on television. The findings of this research illustrate that (1) the structure of food and beverage advertisements on television consists of main points, explanatory points, and closing points, and (2) the language functions in food and beverage product advertisements on television include informative, persuasive, and image-building functions to create a positive image of the product to potential consumers. Keywords: discourse analysis, oral discourse, advertisements

Hegemony of Western Images in the Aesthetic Representation of Food Advertising in Indonesia

Hegemony of Western Images in the Aesthetic Representation of Food Advertising in Indonesia

An Exploration of Experiential Meaning in Verbo-visual Contexts of Perfume Advertising Discourse in English and Vietnamese

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 findings of this research contribute to a deeper understanding of the cross-cultural dynamics within advertising discourse and shed light on how language and visuals collaboratively shape the meaning and impact of advertisements in these distinct linguistic and cultural contexts.

THE DISCOURSE OF ADVERTISING: THE POWER OF LANGUAGE

The role of language in advertising is still indispensable in the era of the image and technological invasion. It is the discursive power of advertising discourse that guarantees successful persuasion and creates the need for customers; whether raising their emotions or addressing their cognition, the power of language is capable of commercializing any product better than any other means of communication. This paper examines the power of language in advertising discourse and how it fulfills the persuasive aim of the advertising industry. It uses critical discourse analysis to examine how the discourse of advertisement is constructed and how it buries its manipulative and control structures. The present study investigates the micro and macro levels of analysis and brings to the fore their interaction in the production and consumption of ads discourse

Illocutionary Speech Acts on Balinese Hospitality Advertising Discourse in Russian: A Pragmatic Study

This study aims to determine the types of speech acts, speech forms, and implicatures used by advertisers in promoting hotels as places to stay for tourists while on holiday in Bali. Advertising discourse as much as 50 data were analyzed using speech act theory. The method used in this study is a qualitative method with a pragmatic approach. The results of this study indicate that discourse on Bali hospitality advertisements on the internet consists of 27 assertive, 20 commissive, and 3 directive speech acts. As for the form of speech, most of the discourse on hotel advertisements is indirect speech acts. This is because in the existing hospitality advertising discourse there are still many utterances stated implicitly. The conventional and unconventional implicatures from this hotel advertisement are information, suggestions, invitations, and offers. By knowing this, advertisers can optimize their advertising speech acts to make it more informative, persuasive and commercial.

Multimodal Discourse Analysis of Green Advertising of Electric Vehicles from the Perspective of Visual Grammar

Based on the visual grammar, this paper analysed the multi-modal discourse of green advertisement by taking the video of Electric vehicle as an example. Through the analysis of different modes such as composition, colour, text and background, this paper deeply studied the expression forms of vocabulary, grammar, vision, and symbol in the EV ads and the mutual relationship between different modes, revealed the correlation between the mode and meaning, and explored the language features of green advertisement application and the effect of discourse transmission. This paper finds that green advertising uses image resources and colour resources to construct conceptual meaning, using font, background, and depth of field to construct emotional meaning, and using composition resources to construct social significance.

Female Body's in Advertisements: A Foucauldian Analysis

This research study examines the articulation of the female body in advertisements through the intersecting lenses of Foucauldian perspectives. In the context of contemporary consumer culture where advertisements play a pivotal role in shaping social perceptions of gender and beauty, this research seeks to unravel the complex web of power, discourse, and commodification regarding the portrayal of women's bodies. The analysis delves into how capitalism commodifies the female body, turning it into a product to circulate in the market. The study investigates the economic relations and labor conditions involved in the production of these images, shedding light on the exploitative mechanisms within the advertising industry. It also explores how consumerism and the pursuit of profit contribute to the perpetuation of idealized beauty standards. Simultaneously, drawing from Foucault's theories, the research investigates the ways in which power operates within the discourse of advertisements. It uncovers how advertising normalizes specific beauty ideals, imposes disciplinary domains regimes, and invites viewers to engage in a surveillance-based gaze that judges and categorizes female bodies. This study revealed that advertisements commodify the female body, reducing women to objects that can be bought and sold, perpetuating unrealistic beauty standards and creating a culture where women feel alienated from their own bodies, all driven by the profit motive of corporations and reinforcing the capitalist notion that everything, including beauty, has a price. By elucidating these dynamics, the research contributes to a critical discourse on the role of advertising in reinforcing or challenging gender norms and the broader socio-economic system.

Study of Directive Speech Acts in Online Loans Advertisement Discourse

Study of Directive Speech Acts in Online Loans Advertisement Discourse

Towards a Multimodal Hermeneutic Model: The case of Uber-Blog-mediated advertising discourse order of ‘Saudization’

This study proposes a Multimodal Hermeneutic Model (for short, MHM) as a methodology that extends the analytic scope of Ricoeur’s (1973, 1976, 1981) classic hermeneutic theory of text interpretation towards examining multimodal texts. The model has been empirically tested by examining the advertising discourse order of ‘Saudization’ as channelled via the Saudi Uber Blog’s multimodal text. A twofold social semiotic praxis has been theoretically incorporated into the distanciation-appropriation dialectics underlying the interpretation of multimodal texts in potentia . First, a multimodal cluster transcription (Baldry Thibault 2006) has been utilized in enhancing the description of distanciated text sense as a holistic configuration of clusters across different communicative modalities with interacting semiotic modes ( intra-textually ). Second, an interpersonal-meaning analysis of multimodal participants (Kress Van Leeuwen 2006a, 2006b, Halliday Matthiessen 2004) has been employed in enriching the explanation of appropriated text reference ( extra-textually ). The empirical site used for validating the MHM is the Uber-Blog-mediated multimodal text designed by Saudi Arabia-based Uber Company. The multimodal transcription of textual clusters has demonstrated how the text sense thematically revolves around the macro topic of ‘Saudization’ across verbal, visual, and pictorial modalities with material and semiotic modes, viz. linguistic, graphological, anthropic, sartorial, spatial, natural, and technological. The multimodal participant analysis has explained how the referents of (i) a model Saudi Uber driver, (ii) the Saudi Public Transport Authority, (iii) Saudi driver-partners, and (iv) Uber app collectively contribute to the recontextualization of ‘Saudization’ from a governmental discourse to an advertising discourse order realized in the multimodal text under analysis.

CULTURAL REPRESENTATIONS IN THE ADVERTISING MEDIA DISCOURSE

The advertising discourse is one of the discourses that penetrated the society largely. The scholar, who studies it, does not give up trying to analyze its representations and its compact structure; the linguistics and met linguistics. We found that this kind of discourse with its different purposes, economic, social… performs instructive and influential tasks in order to convince the receiver. The receiver receives the discourse in a teaser image in which language and audiovisual mechanisms have been overlapped. In the present study, we intended to apply some theoretical data in analyzing advertisements. That one may stand at the cultural representations deposited in the language of the advertising discourse. Also we intended to examine the extent of its importance in creating ideational affiliation and preserving the collective cultural memory. We relied on the descriptive method beside the analysis. It is the appropriate methods to analyze the advertisement discourse, in which we have to decipher all the meaningful code. We concluded that the producer of the advertisement discourse, uses the cultural representations in intentional to access the society’s memory and cultural identity. In this way, the producer can achieve the promotional goals. We also reached through the language of the advertisement discourse to examine the ideological and socio-cultural reality stacked in reflective patterns.

The Language of Exaggeration in The Egyptian and American Advertising Discourse Comparative Study of the Automobile Ads

The Language of Exaggeration in The Egyptian and American Advertising Discourse Comparative Study of the Automobile Ads