Language Of Advertising Research Articles

Communication of Advertisement with Consumers in Terms of Indicators

Visual communication is an inevitable part of social life nowadays. In today’s world, communication is quite intense and for people to observe every chart around themselves is out of the question. Charts have invaded the lives of people more than they did in the past. Companies and brands use the strength of charts to put their products before others, to increase their memorability and affordability. Advertisements are representation mechanisms and chart systems that are the shortest and most effective ways to communicate with people visually. Influences of charts in creation of successful brands have been recognised and with more and more intense studies, semiology is improving day by day in this era of visual symbols. The purpose of this study is to help the advertising language to be understood better, which leads to the consumption habits of individuals, especially in the advertisement world and affects their attitudes and behaviours. Keywords: Chart, semiology, visual communication, advertisement, mass communication, consumer, image, perception.

Linguistic Complexity and Second Language Advertising Audiences: Is There a Case for Linguistic Exclusion?

In many Anglophone developing countries, the language of most public service advertising is English, a language that is second rather than primary for audiences. Set in a dual-language context where English exists alongside several local languages, as means of interaction, this means that audiences must engage with messages in a language not necessarily preferred for conversation. In addition, messages are often carried on radio, a transient medium where meaning can be lost in the temporality of messages. This increases the task on audiences for processing messages, as the ability to understand most advertisements becomes contingent on their attainment of formal education. While this highlights the critical role of the English language in determining the effectiveness of public service advertisements among second language audiences, it remains understudied in media/communication scholarship. Using a textual analysis of two public service advertising campaigns in Ghana, the study unpacks the English used and examines the implications for audience comprehension.

A Pragmatic Analysis Of English Advertisements A Case Study

<p>A part of the study of language use is the study of language used in advertisement. It is of great interest since advertising language has a certain feature, which is persuasive in nature. The writer was interested in conducting a research concerning the language of advertising and analyzed it by using a pragmatic approach. The aim of the study is to find out how persuasive goals of the advertisements are expressed through the language. The analysis focuses on the illocutionary act and the application of cooperative principles in English advertisements. This paper consists of the theoretical background of pragmatics and the pragmatic analysis on English advertisements. The results of the research shows that: (1) the English advertisement persuades customers by providing information in the form of a report which implies an offer of products of goods or services; (2) the advertising texts studied in the discussion contains the kinds of illocutionary act and the cooperative principles; (3) the illocution power in the words of the English advertisement has the kinds of direct illocution and indirect illocution; and (4) the obedience and deviation of the cooperative principles occur in the advertising to propagate the products and services advertised.</p><p><strong>Kata Kunci:</strong> <em>Pragmatic, Advertising, Illocutionary Act, Cooperative Principles, Utterance</em></p>

A Study on the Syntagma & Paradigm by Repetition, Variation and Contrast in Ads

This study is the academic work to explore the potential meanings of print advertisements. Linguistic features such as repetition, variation, contrast and phonological structure in the verbal texts of ads can give rise to shades-of-meaning or slight variations in advertising. The language of advertising is not only language in words. It is also a language in images, colors, and pictures. Pictures and words combine to form the advertisement’s visual text.. While the words are very important in delivering the sales message, the visual text cannot be ignored in advertisements. Forming part of the visual text is the paralanguage of the ad. Paralanguage is the meaningful behaviour accompanying language, such as voice quality, gestures, facial expressions and touch in speech, and choice of typeface and letter sizes in writing. Foregrounding is the throwing into relief of the linguistic sign against the background of the norms of ordinary language. This paper focuses its discussion on the advertisements within the framework of the paradigmatic and the syntagmatic relationship. The sources of ads have been confined to Malboro. The ads were reselected based on purposive sampling methods.

Raising Women’s Interest in Entrepreneurship - Effects of Images and Language in Advertisements

Entrepreneurship programs aim at heightening women’s entrepreneurial intentions (Wilson, Kickul, & Marlino, 2007), which are lower than men’s (Gupta, Turban, & Bhawe, 2008). This study investigates how images and language use in advertisements for such programs affect women’s reactions, namely their interest in the program, their self-ascribed fit, and their application intentions. We investigated how the gender typicality of images (typically masculine, neutral, typically feminine) as well as the linguistic form (masculine generic vs. feminine-masculine word pair for the German term of entrepreneur) used in advertisements influence women’s reactions. The results showed that women were less interested in the program and perceived themselves as less fitting after seeing an advertisement employing a typically masculine image compared to gender-neutral or typically feminine image). Moreover, the masculine linguistic form “entrepreneur” compared to the gender-fair word pair “female and male entrepreneurs” resulted in women’s lower interest in the program, self-ascribed fit, and application intentions. Women’s reactions towards the program were most negative when both a masculine image and a masculine form for entrepreneur were used in the advertisement. Implications for the encouragement of women to become entrepreneurs are discussed.

The politics of the heart: The history, evolution and success of a post-ideological political symbol

Abstract After a brief historical overview on the diffusion of the heart symbol and its meanings over the centuries in different cultures and civilizations, this article focuses on the last century, emphasizing that, in the early twentieth century in Western culture, the symbol of the heart retained a religious connotation and was totally alien to the iconographic lexicon of politics. The review of the political posters produced in the main Western and European countries reveals very few exceptions. The extensive iconographic output of the three main twentieth-century ideologies – fascism, nazism and communism – did not use the heart symbol, although they extensively employed visual communication and symbolic language. Its powerful religious meaning and appeal to sentiments like love and mutual support were irreconciliable with those of the three ideologies. The heart’s absence from the political–symbolic repertoire continued even in the post-World War II era. The article points out that this symbol began to make its way into political iconography in the last twenty years of the previous century after the creation of the symbol ‘I ♥ N.Y’ in 1977. The great popularity of Milton Glaser’s invention started a new life for the heart symbol. It acquired new values and meanings and became a symbol of pleasure, friendliness and empathy, in tune with the language and culture of advertising and consumer goods. From this point on, this symbol entered the visual vocabulary of a politics that was facing phenomena such as secularization and de-ideologization. Focusing then on recent Italian history, the article shows that the heart is widely present in the political posters of the so-called Second Republic, which officially started in 1994. The key Italian players of the new political season began to deploy the heart symbol in their visual vocabulary, not with traditional meanings but with new ones, trascending historical political groupings and the traditional left/right ideological axis. Through an extensive visual documentation of some of the most striking cases, the article shows how the use of the symbol of the heart in Italian political iconography continued in the years that followed, always characterized by little or no political meaning. In its final part, the article claims that the emotional trend in the candidates’ and parties’ communication, which found its highest expression in the use of the heart symbol, free of any political or manifesto-related content, is not confined to Italy. The analysis of posters produced in different countries documents how the political use of the heart symbol is now international, from north to south, from east to west, and common to different political alignments, from left to right. In conclusion, the article links the prevalence and great success of a post-ideological and emotive symbol such as the heart with some of the ongoing processes in modern mediatized public life and political communication.

Presuppositions in Strategies of Pragmatic Maneuver in Print Advertising Language

This paper attempts to explore the possible functions of presupposition in print advertising language to find out the positive roles played by presupposition in helping advertising achieve its persuasion goal. Seventeen advertisements, culled from English newspapers and magazines, are analyzed to examine the roles that presupposition plays in strategies of pragmatic maneuver. This study is significant in providing certain possible theoretical guidance to the print advertising practitioners to design successful advertising texts.

El Buen Vivir, entre las tácticas del consumo y las cosmogonías ancestrales

En este artículo se exponen algunas fuentes en las que abreva, en América Latina, el imaginario del Buen Vivir: la contracultura norteamericana de los años 60, la New Age y las cosmogonías andinas del sumak kawsay. Se analiza también la definición del Buen Vivir como wellness difundida por los medios, que resulta compatible con la lógica mercantil. La metodología empleada se basa en la recopilación de fuentes documentales. A partir de estos materiales, se realiza una genealogía de los discursos sociales y la interpretación de sus significaciones. El análisis apunta a la comprensión de los estilos de vida que enarbolan la bandera del Buen Vivir en el lenguaje publicitario y su sinergia con las condiciones que pesan sobre el sujeto contemporáneo.

Standard Southern British English as referee design in Irish radio advertising

Abstract The exploitation of external as opposed to local language varieties in advertising can be associated with a history of colonization, the external variety being viewed as superior to the local (Bell 1991, The language of news media. Oxford: Basil Blackwell: 145). Although “Standard English” in terms of accent was never an exonormative model for speakers in Ireland (Hickey 2012, Standard Irish English. In Raymond Hickey (ed.), Standards of English: Codified varieties around the world, 96–116. Cambridge: Cambridge University Press), nevertheless Ireland’s history of colonization by Britain, together with the geographical proximity and close socio-political and sociocultural connections of the two countries makes the Irish context an interesting one in which to examine this phenomenon. This study looks at how and to what extent standard British Received Pronunciation (RP), now termed Standard Southern British English (SSBE) (see Hughes et al. 2012, English accents and dialects, 5th edn. New York: Routledge) as opposed to Irish English varieties is exploited in radio advertising in Ireland. The study is based on a quantitative and qualitative analysis of a corpus of ads broadcast on an Irish radio station in the years 1977, 1987, 1997 and 2007. The use of SSBE in the ads is examined in terms of referee design (Bell 1984, Language style as audience design. Language in Society 13(2). 145–204.) which has been found to be a useful concept in explaining variety choice in the advertising context and in “taking the ideological temperature” of society (Vestergaard and Schroder 1985, The language of advertising. Oxford: Blackwell: 121). The analysis is based on Sussex’s (1989, The Americanisation of Australian English: Prestige models in the media. In Peter Collins & David Blair (eds.), Australian English: The language of a new society, 158–170. Cambridge: Cambridge University Press) advertisement components of Action and Comment, which relate to the genre of the discourse.

Особенности коммуникативного взаимообмена: язык рекламы

Особенности коммуникативного взаимообмена: язык рекламы

“Get fit!” – The use of imperatives in Australian English gym advertisements on Facebook

Advertisements aim to persuade individuals to purchase a product or service over the claims of competitors. With advances in technology in recent years, more advertisers are incorporating web advertising into their marketing strategies, often combining elements of both online and traditional modes of advertising to achieve their aim. As web advertising is a relatively new mode of communication, the present paper aims to explore the use of language in web advertising, using a collection of advertisements taken from the official Facebook pages of three gyms in Australia. Our focus is on imperatives which have been identified as a typical feature of advertising discourse. We provide a multi-modal analysis of Facebook advertisements by focusing on the role of imperatives in text and the interplay between text and image. Imperatives are often considered to be threatening to an individual׳s negative face as they express the directive force associated with commands and requests. Therefore, the present study aims to identify the dominant discourse function of imperatives in Facebook gym advertisements. Adopting the theoretical frameworks on politeness (Brown and Levinson, 1987; Locher and Watts, 2006; Park, 2008a, 2008b) and impoliteness (Haugh, 2010a; Haugh and Bousfield, 2012), we argue that while imperatives may occasion linguistic manifestation of impoliteness in their surface value, imperatives in web advertising are rather a strategy used by advertisers to create a sense of familiarity between the advertiser and receiver which is further emphasised through the advertiser׳s use of visual elements (such as image and video). The data is first categorised into two groups based on whether or not the advertisements contain imperative verbs. Using the discourse classification of imperatives by Pennock-Speck and Fuster-Márquez (2014), the advertisements containing imperative verbs are then categorised based on their discourse functions. Our findings suggest that imperatives in Facebook gym advertisements are used instead to capture the attention of Facebook users and inform them about the product or service. Furthermore, imperatives in Facebook advertisements typically occur in onset position and are accompanied by visual elements such as still images or videos. Thus, it can be argued that rather than threatening the addressee׳s negative face, Facebook advertisers focus more on appealing to their audience so as to increase the number of potential customers that are interested in what their business has to offer. The findings provide a basis for future studies on imperatives in web advertising and contribute to the understanding of im/politeness in online communication.

Code Mixing as a Socio - Psychological Advertising Strategy in the Era of Glocalization

The inventive use of language in different areas by humans makes them creative and innovative. The use of innovative language in advertisements is to hold the attention of consumers and to motivate them to purchase different products. They (advertisers) use different and updated language techniques in advertising; one of them is code mixing (CM), which refers to the mixing of words from different languages in a systematic pattern. This paper intended to provide the role and impact of code - mixing in advertising in India through the interviews conducted from 100 individuals. This will result in understanding the concept of code - mixing from the perspective of 'global advertising strategy'. Additionally, it would help in understanding the cultural identities of other regions and 'social responsibilities'. The results obtained from lexical analysis of code mixed advertisements and readers' attitudinal surveys showed that the linguistic factors of advertisements are designed keeping multilingual reader's psychology in mind. Advertisers strategically utilize their linguistic creativity by including different symbolic meanings in their creative linguistic repertoire. It helps in keeping the product memorable. In order to fulfil the purpose of the study, quantitative approach was used to check whether code mixing in advertisements works as a successful language strategy in having imprints on consumers' minds. The paper provides new explanations using exploratory and descriptive analysis that would be helpful as an evidence to enhance the quality of communication in marketing. It will further provide insights to the advertisers for the development of new marketing policies.

О семантических трансформациях русских существительных в языке коммерции и ре-кламы

Transformations of the semantics of nouns market , package , portfolio , product , formula , care , protection in modern varieties of Russian-speaking discourse associated with commerce and advertising are analyzed. The choice of lexical units is dictated by the frequency of their use in figurative meaning in the advertising and commercial texts. The research urgency is caused by necessity to clarify and supplement the existing lexicographical descriptions in accordance with the continuous process of semantic extension, which is typical to Russian language of early 21 st century. By matching vocabulary definitions with usage and with the help of the context analysis the directions and mechanisms of formation of new lexical meanings of the mentioned nouns are traced, many of which were fixed already in the common language, while others represent specific features of the language of advertising. The author comes to the conclusion that some mechanisms of the formation of new meanings in the language of the commercial sector differ from mechanisms typical to the language of advertising, despite the fact that extra-linguistic factors contributing to the formation of these meanings (the strategy of influencing the consumer) have a lot in common.

Editorial Introduction

Editorial Introduction William M. O’Barr (bio) and Edward Timke (bio) Video 1. The editors discuss issue 18.1. Click to view video In this editorial introduction, editors William “Mack” O’Barr and Edward Timke discuss the launch of Advertising & Society Quarterly( ASQ). O’Barr details the emergence of ASQ, which has roots going back to O’Barr’s founding of Advertising & Society Review( A&SR) in 2000. A&SRwas the first journal dedicated to the study of advertising’s place in society, culture, history, and the economy. ASQ’s vision is to continue to ask important questions about advertising’s various roles in the world. What distinguishes the new journal is the integration of digital features that bring the discussion of advertising and society to life. Timke provides a brief overview of this first issue’s predominant focus on digital advertising as well as the new segments found in the journal, including a filmed roundtable, interview, and book discussion. The editors hope that readers and viewers find the new format engaging in their study, research, and teaching about advertising. The ASQEditors would like to thank Linda M. Scott and Astrid Van den Bossche for their service and contributions to Advertising & Society Review. William M. O’Barr William M. O’Barr is Professor of Cultural Anthropology at Duke University where he has taught since 1969. He holds secondary appointments in the Departments of Sociology and English. He has been a visiting professor at Northwestern, Dalhousie, and Oxford. He has been recognized for his outstanding undergraduate teaching by both the Duke University Alumni Association and Trinity College (Duke University). His course Advertising and Society: Global Perspectives is one of Duke’s most popular undergraduate courses. His seminars include Advertising and Masculinity, Children and Advertising, and The Language of Advertising. He is author and co-author of ten books, including Culture and the Ad: Exploring Otherness in the World of Advertising, Rules versus Relationships: The Ethnography of Legal Discourse, and Just Words: Law, Language, and Power. He has conducted anthropological research in Brazil, China, East Africa, India, Japan, and the US. In addition to his interest in social and cultural aspects of advertising, Professor O’Barr has researched law in a variety of cultural settings. In 2000, he founded Advertising & Society Reviewand served as editor from 2000 to 2005. In 2017, he was appointed editor of Advertising & Society Quarterly (ASQ), the successor journal to A&SR. He is author of ADTextOnline.org, which consists of more than 25 units published as supplements to A&SR. Edward Timke Edward Timke is Lecturer in Media Studies at the University of California, Berkeley. He is also Associate Editor of Advertising & Society Quarterlyand contributor to ADTextOnline.org. His work centers on understanding the role of media in international relations and how different cultures understand and imagine each other. His current book manuscript focuses on representations of American and French women in popular French and American media. His research and teaching specialties include American and international media history, trans-Atlantic magazine history, women in the media, photojournalism and visual culture, the cultural history of advertising, and research methods. Copyright © 2017 The Advertising Educational Foundation, Inc

Emotions And Advertising :, The Persuasive Advertising Language Of Modern Kuwait In The 1960s

Emotions And Advertising :, The Persuasive Advertising Language Of Modern Kuwait In The 1960s

EFFECTIVENESS OF HIDDEN MESSAGES IN ADVERTISEMENTS TOWARDS VIEWERS’ BUYING INTENTION

Advertisements are generally used to deliver messages to inform, remind or persuade; in hopes that it could influence viewers’ future actions. It is common for the style of the message delivered in advertisement contains double-meaning or multi-layered statement in which it compromises hidden messages for viewers to gauge. This article discusses the effectiveness of hidden messages in advertisement towards viewers’ buying intention. It is based on the case study of well-known TV commercial by the Malaysian telecommunication service provider that uses competitive hidden messages style of advertising. This study uses content analysis and surveys questionnaires for the data collection procedures. Results from the findings discuss the depth of hidden messages that occurs in the advertisement together with viewers’ insight on the effect the advertisement has towards their buying intention. The outcome of this paper is beneficial to enhance the application of effective advertising language that can be practiced in current advertising and media industry. Keywords: Hidden Messages, Competitive Advertisement, Buying Intention

ANÁLISE DO CONTEÚDO DAS INFORMAÇÕES TECNICO-CIENTÍFICAS DE FOLDERS PUBLICITARIOS DE ATIVOS MAGISTRAIS

O setor magistral, a partir da lei dos medicamentos genéricos, teve uma grande expansão no Brasil, e passou a manipular inúmeros fármacos, cujas apresentações farmacêuticas são disponibilizadas pela indústria farmacêutica, com apresentações em dose individualizadas. além daqueles voltados à dermatologia e à homeopatia. Com o aumento do número de farmácias de manipulação no Brasil e devido à sua competitividade, surgiu a necessidade de divulgação de produtos e preços, que levaram a estratégias, para a promoção dos produtos e serviços. O objetivo deste trabalho foi analisar a linguagem publicitária, utilizada por empresas fornecedoras de matérias-primas para o setor magistral. Nos casos analisados, as imagens utilizadas para a promoção dos ativos magistrais nas peças publicitárias, de modo geral, são apelativas, usadas para causar impacto sobre o consumidor, de tal modo que influenciem a sua decisão de compra. As estratégias utilizadas pelo marketing foram figuras humanas, confrontando o antes e o depois. Essas imagens geralmente divulgam produtos voltados para o tratamento da obesidade, “peeling” facial, tratamento de cicatrizes, queda de cabelos. Os resultados do presente estudo sugerem que a publicidade dos produtos avaliados usou estratégias de marketing que estimulam o desejo do consumidor. Neste contexto, o uso das imagens femininas foi a estratégia da propaganda, em detrimento das informações sobre a eficácia e segurança do produto.

The study of advertising language is the study of the power of language

The purpose of this paper is to find out the meaning of studying advertising language. There are 3 functions of language in advertising. They are let the consumer can be understood the characteristics of product, impart a new meaning to the product to arouse consumer’s sympathy and strengthening the image or feature of the product. Linguists are mainly interested in the third. Because it shows many different aspects of use of language. The studies of advertising language by linguistics were done in 3 directions. They are creative production of language expression, optimal use of language and the power of language. Eventually, the power of language can encourage consumers to buy the product in advertising. Therefore, the study of advertising language is the study of the power of language. To understand the power exactly, a lot of help of neighbouring studies are needed. In this process, the external extension of linguistic study can be possible.

Language of Advertisement: A Pragmatic View

This study concerns with pragmatic features which are used in the English utterances said by Agus in 3 Cellular advertisement. The problem which is designed in this research is “How are the pragmatic features such as; Lexical uses, Interlanguage analysis, Conversational Maxims and Politenessused in the English utterances said by Agus in 3 cellular advertisement?” The writer uses qualitative approach since the data are the utterances which are produced by Agus in 3 cellular advertisement. He also applies some steps in collecting the data. They are: (1) Watching the advertisement and paying attention to the English utterances said by Agus in 3 cellular advertisement. (2) Identifying the English utterances that are said by Agus in the advertisement. (3) Writing down the utterances and learn them based on the pragmatic views. (4) Taking the utterances as the data that are going to be analyzed by the writer. While in analyzing the data, the writer does the following procedures: (1) Firstly, classifying the pragmatic features. The writer chooses some pragmatic features in his study. They are the lexical uses, Interlanguge analysis, Conversational Maxims, and Politeness. (2) Then, analyzing the data which are the utterances said by Agus based on the pragmatic features above. (3) After finding the result of the analysis, the writer gives conclusion of the research. After analyzing the data, the writer finds that the utterances said by Agus in 3 Cellular advertisement are influenced by some pragmatic features such as: Lexical uses, Interlanguage analysis, Conversational Maxims and Politeness. The features are rather distinctive with the common conversation. Based on what the writer found in his study, he concludes that English utterances produced by Agus in 3 Cellular Advertisement are unique and funny language according to pragmatic views and seen from the features of pragmatics such as: Lexical uses, Interlanguage analysis, Conversational Maxims and Politeness

The Language of Advertising: The Case of Code- Switching and Code-Mixing in the Algerian Advertising Scenery

This article deals with the phenomenon of Code-Switching and Code-Mixing in the language of advertising with a special emphasis on language mixing in the Algeria advertising scenery. The main objective consists to analyze how language mixing is used by advertisers to produce a persuasive effect on the consumer. Advertising designers use language mixing is in such an arty way and violate the norms of language use that the language of advertising appears to be a variety of its own right really serving attraction and memorability purposes that play an important role in the consumers’ purchasing decision. In addition, the article attempts to pinpoint to the hidden purposes which go in an anticlockwise movement regarding the language policy efforts the government is making to promote standard Arabic. The transliteration of the Arabic language in its dialectal and standard form using Latin alphabet together with the use of Arabizi symbols constitute a long term hidden agenda which attempts to revive the long ago attempts to Latinize the Arabic language.