English Advertisement Research Articles

Language Style in Advertising: A Study of the Print Media

This study investigates the language style of English commercial advertisements in the print media. The study seeks to find out the kinds of language and style mostly used in English advertisement; this is because previous studies in stylistics have concentrated on the literary approach to stylistics. This study finds this technique very one-sided and subsequently proposes a dual approach to the analysis of the language style of advertisement. The research employs William Well’s stylistic theory as a theoretical construct. The analyses used the descriptive approach. The research used note taking as the instrument to elicit data. We found out that the personification style is mostly used and the occurrence in our corpus is about four times; it is followed by alliteration style which occurs in three advertisements and assonance style which occurs twice in our corpora. The next is the use of simile, anastrophe, apostrophes, asyndeton, poly-asyndeton, and chiasmus styles which appeared once in the advertisements. The advertisements also used narrative style, dramatic style, newsy style, dialogue style, and humorous style. The study concludes that in the use of personification and alliteration styles, the creators of the advertisements mostly seek to use simple and interesting style to create pleasant, mellifluous, captivating sentences, which will persuade, influence, and capture the readers’ attention to patronize their products.

An Analysis of Interpersonal Meaning of an English Advertisement

An Analysis of Interpersonal Meaning of an English Advertisement

PЕCULIARITIES OF ADVERTISEMENT STRUCTURING IN MODERN ENGLISH TOURISM DISCOURSE

Nowadays tourism industry is one of the areas that facilitate the economic and cultural growth of the country. Tourism does not only open borders, acquaint with the cultural heritage, and expand “intellectual capacity”, it is a sphere where various suggestive means – subconsciously and consciously – are widely used. A tourist destination is popularized through advertising, so advertising texts in tourism advertising discourse – an institutional type of discourse focused on specifying within numerous tourism destinations and on reciprocal communication with recipients – are one of the key means of promoting tourism products. The end goal of our paper is to pinpoint the basic structure of the modern English tourism advertisement and determine the correlation of its verbal and nonverbal components, the subject of the research is verbal and nonverbal means of reproducing tourism advertisement content. The goal can be achieved through the tasks aimed at analyzing the correlation of verbal and nonverbal and at the presentation of the basic framework of the modern English advertisement in tourism advertising discourse. The results of the research proved that the peculiarity of advertising texts in modern English tourism advertising discourse is in the combination of informational, linguistic, socio-cultural, gender, and psychological components that altogether create a positively-marked tourism destination image in the recipient’s consciousness. The information in the advertisements is fragmented to avoid overwhelming recipients with “known” facts. The tourism destination advertisements have a basic structure of a visual component (arch-fragment) as a means of attracting the recipient’s attention and a verbal component: title (middle fragment), as a means of interest, and text (terminal-fragment), as the main means of suggestion. Key words: modern English tourism advertising discourse, correlation, verbal component, non-verbal component, visual component.

The Effectiveness of Student-Initiated Media in Developing the Speaking Performance of Junior-High-School Students

This article reports the effectiveness of student-initiated media in teaching speaking to ninth graders of a junior high school. Using a pre-experimental design, this study involved 85 students, being given an experimental treatment in the form of a freedom to choose and use their own media to present an English advertisement, one of the basic competences the students had to master in the semester when the data were being collected. A pre-test in the form of oral interview was given at the beginning of the study, followed by the implementation of the research treatment. At the end of the study, the students took a post-test of a similar format. In other words, the data in this study were in the form of the students’ speaking performance. With the help of SPSS, a test was employed to check the effectiveness of the media. Besides, informal interview with the students show that they felt more relaxed and less anxious when using the media while speaking. It is recommended that teachers make use of such media in the classroom for designing democratic classroom atmosphere so that students experience joyful learning and tend to speak more.

LEXICAL FEATURES OF ENGLISH ADVERTISEMENT TAGLINES DURING PRIME TIME

Advertisement language employs certain characteristics which make its usage unique so that it is interesting to explore. There are 2 research problems addressed in this study. The first is to classify and analyze lexical features which are contained in English advertisement taglines during prime time moment. The second is to figure out what triggers the dominant lexical features used in English advertisement taglines during prime time. The data were taken from English advertisement taglines during the period of prime time in any local television stations in Indonesia. This study used document analysis method and was categorized as a qualitative research. Six lexical features were proposed to classify and analyze the data, namely colloquial words, coinages, loanwords, use of verbs, use of adjectives, and frequent use of compounds. The results of the study were there are six lexical features used in English advertisement taglines during prime time and the most three dominant features are colloquial words with 40%, use of verbs with 28.57%, and use of adjectives with 18.57%. There is a similarity between three of them that all of them employ monosyllabic words so it makes easier to catch by the audiences.

Digital storytelling of English advertisement in ESP teaching in Indonesia

This paper discusses the benefits of by using digital storytelling in order to improve the polytechnic learners in learning activity of English for Specific Purposes. In this case, digital storytelling is used as advertising media for promoting agricultural products in English registered in Technology of Agricultural Product study program at PDD UNS, Indonesia. The subjects of this research were fourth semester learners of Technology of Agricultural Product in PDD UNS who followed English 2 class. The data were collected from the learners’ surveys and the video projects. The method of this research was descriptive qualitative research to evaluate the learners English public speaking in product advertisement by using digital storytelling. The result shows that digital storytelling is a useful learning approach to improve both non-linguistic skills and productive linguistic skills in English advertisement. There were some weaknesses of by using digital storytelling in English learning. The learners would have some difficulties if there was no internet access. Besides, electronic tools such as handycam or camera recorder is needed to record the video. Then, a video-editing skill also can be determining whether the video plot is good or not. According to the result which has shown above, it can be stated that the activeness of the learners depend on how the lecturer bring the material during teaching learning process. Through the attractive teaching method or technique, it can help the learners to build their self-confidence.

THE AMBIGUITY OF ENGLISH ADVERTISEMENT

This is a qualitative research on applied linguistic which is conducted to find applied semantic theory about ambiguity, a condition where an utterance has two or more interpretations. The writers uses Kreidler’s theory which classifies ambiguities into three kinds; lexical, referential, and syntactic which is devided into two types; surface structure and deep structure. The discussion includes kinds of ambiguity that are found and their interpretations. The data sources is English advertisement and the data is English advertisement utterances in banners, posters, and billboards. The writers collects the datas by taking in a picture, sellecting, and presenting. The next is analysis and conclusion. There are 33 datas that are found, they are twelve banners, eleven posters, and ten billboards. From banners, there are three lexical, no referential, six surface structure, and three deep structure ambiguities. From posters, there is no lexical, one referential, four surface structure, and six deep structure ambiguities. From billboards, there are two lexical, two referential, four surface structure, and two deep structure ambiguities. Generally, the ambiguities are dominated by surface and deep structure ambiguity.

Conjunctive Relation in English Advertisement on Child and Teen Magazines

There are many previous types of research about semiotics, language style and image in analyzing advertisements. This study analyzes advertisements by conjunctive relations. This is aimed at observing how the conjunctive relation analyzing the advertisement and constructing the meaning to target readers. This study describes the use of conjunctive relation that results from different stages in the advertisement. The data used advertisements published from August – September 2018 in Junior and Teen Magazine. The method of this study is descriptive qualitative. This study used purposive based sampling based on the objectives of the study. In analyzing data, researchers use Systemic Functional Linguistics approach. This step of analysis uses a domain, taxonomy, componential and cultural theme analysis. The study finds out that the advertisement is structured by exposition genre and the message is delivered well to specific target readers; children or teenagers. Besides,conjunctive relation’s analysis finds the invitation meaning explicitly. In conclusion, the language and meaning are easy to understand both the target readers.

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>

Investigating Indonesian EFL Learners’ Learning and Acquiring English Vocabulary

The process of how EFL learners’ learning and acquiring English vocabulary has become the popular issue since English has considered as an International language in Indonesian schools. In this study, the researchers focused on verifying learners’ strategy in enhancing their English vocabulary. This study was quantitative research that employed longitudinal survey. The subject of this study was learners of junior high school in Parepare. The data gained through questioner, which was distributed to 100 students at the junior high school in Parepare. The findings indicated that the EFL learners’ strategy in learning English vocabulary such as doing the assignment, practicing English pronunciation, learning English tenses, practicing English dialogue, English translation exercise, reading English text, memorizing and writing practice. In addition, the Indonesian EFL learners acquired English vocabulary through the dictionary, reading English book, listening to and watching English songs and movies, playing the game, the internet, and reading English advertisement.

Investigating The Strategies Used To Translate English Advertisement Slogans Into Arabic

This paper deals with a text-specific translation. It covers the translation of a non-literary text which falls under the subject field of marketing. It aims at investigating the translation strategies used in the translation of advertisements as a recent orientation in the field of translation, which is advertisements’ translation. The paper is composed of a theoretical aspect and a practical one. The theoretical aspect, introduces an overview of translation (translation studies) notably; specialised translation, the translation of a text-specific nature in the field of advertising is, then, introduced and defined, as well as the translation strategies and techniques used for rendering this type of items. In the practical aspect, the translation strategies used to render English advertisement slogans into Arabic are investigated by means of a corpus of English slogans (comparable component) with their Arabic counterparts (parallel component). Their analysis is conducted to provide information about thequantity (frequency of the translation methods used in this context) and quality of these translating methods.

The Functional and Three Beauty Theory: An Alternative Perspective on the Chinese Translation of English Advertisement

Considering the multiracial, multicultural and multilingual background of the readers in Malaysia, it is very common to find advertisements with exactly the same graphics but in different languages. From the survey of previous studies, it is found that the Chinese translation of English advertisement in Malaysia has not received adequate attention from researchers. Apart from this, it is found that the adoption of the Three Beauty Theory into the translation of advertisement has not captured much attention from researchers. Thus, this study attempts to fill this gap by looking into the Chinese translation of English advertisement in Malaysian newspapers, based on the Functional Translation Theory and the Three Beauty Theory. The result of this study shows that the use of three aspects of Chinese language (meaning, sound and form) in analysing and identifying the appellativeness of a Chinese translated English headline is appropriate. In addition to that, the effectiveness of Chinese translation of English advertisement headline, in terms of meaning, sound and form could be analysed and improved, based on the Three Beauty Theory. In short, the Functional Translation Theories provides a guideline on the purpose of translation, typology, and language function and translation strategy in the Chinese translation of English advertisement. On the other hand, the Three Beauty Theory safeguards the effectiveness and the beauty of Chinese language, in terms of meaning (idea, message), form (structure) and sound (phonology). Keywords: Chinese translation, English advertisement, Functional Translation Theory, Three Beauty Theory

Examining multiple readings of popular culture by ESL students in Hong Kong

ABSTRACTThe integration of popular culture into English language learning has recently been formalised in the Hong Kong New Senior Secondary curriculum, with the development of critical reading indicated as one of the key objectives. Whether and how students respond to popular culture texts is, however, under-researched. The present paper reports findings from a study that investigated how a group of 33 senior secondary (Grade 11) students from three schools representing different levels of academic performance in Hong Kong conducted reading of an authentic print English advertisement. In small groups, the students articulated in Cantonese, their first language, an analysis of the text including its purpose, target audience, and intended impacts. Insights from Stuart Hall’s three major decoder positions (dominant reading, oppositional reading, and negotiated reading) were drawn on to conduct a qualitative content analysis of the students’ reading. The findings showed that three-quarters of the students irrespective of their English proficiency levels displayed evidence of critical consumption of the text, but many seemed to have constructed oppositional or negotiated reading positions due to their failure to appreciate linguistic creativity, and spontaneous evaluation of the visual images. The authors argue that language curricula in schools should strengthen students’ critical multimodal literacies.

Rhetorical Devices in English Advertisement Texts in India: A Descriptive Study

Rhetorical Devices in English Advertisement Texts in India: A Descriptive Study

On the Pun in English Advertisement

The use of puns in advertisements is a common way for the advertisers to attract the consumers and persuade them to buy the advertised products. In the paper, many examples are presented in order to make the puns clear to the readers. First, the paper narrates the definition of a pun and then gives a detailed classification of English puns. Last, from the angle of language function the paper analyzes the typical functions of the puns in English advertisements. Key words: puns, English advertisements, vocative function, aesthetic function Resume: L’utilisation des mots a double sens dans la publicite anglaise est tres repandue. Les publicitaires ont souvent besoin de recourir a cette figure de rhetorique pour attirer les consommateurs et les persuader d’acheter leurs produits. A travers bon nombre d’exemples, cet essai precise d’abord la definition du mot a double sens, puis donne une interpretation detaillee sur la classification des mots a double sens, et analyse enfin, sous l’angle de la fonction langagiere, les fonctions principales du mot a double sens dans la publicite anglaise, a savoir celle d’impulsion et celle d’esthetique. Mots-Cles: mot a double sens, publicite anglaise, fonction d’impulsion, fonction d’esthetique.

The Rhetoric and Translation of English Advertisement

Advertisement is the major way of promoting sales. To achieve this aim, the AD language gets used to reinforce the effect with the help of rhetoric devices such as simile, metaphor, personification, pun, rhyme, etc. In term of the difference between English and Chinese, some translation methods including Literal Translantion, Free Translation and Modulation could be skillfully used during the time of translating rhetoric devices. Because almost all kinds of subject knowledge and commerce knowledge are involved in translation course, not only should the translator have abundant language skills and fertile fanciful abilities, but also understand commerce psychology and sales strategy. Thus, the translation contents could be pricisely restored. With the beautiful words and expressions and the easiness of reciting aloud, the final version of translation can be able to serve the purpose of promotinmg sales.

Advertising to Canada's official language groups: A comparative critical discourse analysis

Two advertisements for Coffee-mate were selected from a large corpus of advertisements to conduct a qualitative analysis. We analyzed the different approaches used to address the anglophone and francophone language group considering both the visual and verbal text (Coffee-mate constitutes a representative example of the entire corpus). We concluded that the English advertisement shows characteristics of a hard sell ad while the French advertisement contains elements of a soft sell ad. Moreover, whereas the English advertisement uses more imperatives, stresses performance, and addresses the reader personally, the French advertisement has more interrogatives, is more passion-oriented, and only implicitly demands the reader to act.

GHD advertising campaign across cultures. A case study

The type of advertisements addressed to young people seem to reinforce values conveyed by music, films and fashion. In this new cultural trend, GHD advertising apparently proceeds in an opposite direction, as the visual element of the new GHD advertising campaign is strongly interrelated with religion. Yet the new religious values GHD is offering appear to be more in line with urban trends than with asceticism. It is the aim of this paper to illustrate how the GHD advertising campaign in the UK establishes the identity and success thanks to intertextuality. I will further compare the same ad as it appeared in the Italian press and will point out how the GHD Italian version not only loses its grasp of religion but is also less incisive in style than the English advertisement text. The result is a text in strong opposition to the visual it is linked with.

The social impacts of tourism — A case study in Dali, Yunnan province, China

Ancient town Dali is located in northwest Yunnan Province. With its ancient history and natural scenery, it is preserved as one of the first 24 historical and cultural towns in China. Dali has become one of the most popular attractions for foreign tourists since it had its first foreign visitors in 1983. As a result, English came into the life of the local people. This paper presents and explains the results of questionnaires and interviews about Dali people’s attitude toward learning English. Three types of questionnaires were designed to local businessmen, local residents and foreign tourists. Interviews were also given whenever possible. In this study, businessmen in Dali were divided into two distinct groups. One group had their business in “Foreigners’ Street”, which was in front of Hongshancha Hotel where many foreign tourists stayed. Another group had business in Fuxin Street, which was vertically across “Foreigners’ Street”. The 41 shops and restaurants in “Foreigners’ Street” served mainly foreign visitors, and most of them had English names and advertisements. The 353 shops and restaurants in Fuxin Street mainly catered for domestic visitors but also served more and more overseas ones. Subjects from local residents were mostly young people because aging ones were apparently not much affected by English. The results of the study showed that the oral English levels became lower from “Foreigners’ Street” to Fuxin Street to local residents, due to declining frequency of contact with foreign people. There were also distinct differences in general English level, the understanding of the importance of English, the purposes of communicating with foreign tourists, the willingness and purposes of going on learning English between businessmen in “Foreigners’ Street” and Fuxin Street: people in “Foreigners’ Street” had more positive feedback than those in Fuxin Street because their constant contact with foreigners required them to speak better English which enabled them to exchange with foreigners in many aspects, which in turn help them to know more about other cultures. On the other hand, Fuxin Street businessmen would catch up with more and more prospective contact with overseas people. Though local residents had nothing to do with foreign tourists, they met them in the street every day and might have to talk with them in unexpected ways. They lived in a place where they saw English advertisement every day. Accordingly, study results showed that they were very much motivated to learn English. They showed even stronger desire to learn more English than businessmen in “Foreigners’ Street”, though many of them were too young to tell why English was so important for them. This is an indication that English has become part of the necessary education for young people in Dali. With the development of tourism, Dali is gradually becoming a place where Chinese culture and western culture meet and coexist.