English Advertisements Research Articles

Pragmatic Presuppositions in Chinese Skin-Whitening Advertisements

Advertisements are used as a tool to build the communication bridge between producers and consumers, utilising cultural values and traditions. Applying presuppositions in advertisements helps to convey a message in a short and memorable way. While several pragmatic studies explored English advertisements and pragmatic presuppositions and triggers have been studied in countries like U.S.A, Malaysia, and Indonesia, no study addressed the presuppositions and triggers in skin-whitening advertisements in China. Thus, this study employed a mixed method, quantitative and qualitative designs, to investigate the pragmatic presuppositions and pragmatic presupposition triggers, and to identify the advertisers’ preference of pragmatic presupposition(s) and trigger(s) in the advertisements. The corpus was 34 print skin-whitening advertisements form Ray Li magazine, published in China from January to December 2017. After data collection, the advertisements were translated by an official translation agency in China. Yule’s (1996) six types of pragmatic presuppositions and Valeika and Verikaite’s (2010) ten types of triggers were used as data analysis framework. The findings revealed that all six types of pragmatic presuppositions, and only seven types of triggers were used in the advertisements. ‘Factive’ pragmatic presupposition, and ‘referring phrases’ of triggers were the most preferred types. The findings of this study may benefit advertisers to produce more language-effective advertisements in the very competitive Chinese market of women’s products. English language instructors and students could use this study to teach/learn about effective persuasive speech strategies in the advertisements. This study could raise awareness among consumers in analyzing the information about products. Future researchers are recommended to conduct similar studies on beauty advertisements in other languages and among other Asian countries, such as Korea and Japan, which have high consumption of beauty products.

Translating Cosmetic & Hygienic Advertisements: A Study on Some English Advertisements and Their Persian Translations

Advertising is one of the phenomena which has most contributed to the transmission of ideas and values. The purpose of the advertisement is to persuade people to purchase a product. Based on the Venuti, in translating advertisements, a translator may find it useful to frustrate domestic exceptions of a foreign culture. It isn’t enough to find linguistic equivalents of the words and phrases in the target culture. When a translator translated an advertisement, he or she needed certain skills in order to duplicate the impact of an advertisement in the foreign market. The translators use different strategies and approaches in the process of translation. Without effective and productive translation, it is impossible to have an effect on the foreign consumer. So, this study explores the issue of translated advertisements in view of Skopos theory and Eco-translatology theory by examining thirty-five advertisements in English and their Persian translation of cosmetic and hygienic products. Five of them have Persian subtitles. The researcher investigated them with respect to amplification, abridgement, adaptation, imitation, language dimension, culture dimension and communication dimension. The researcher found the most strategies that a translator is used are the abridgement and adaptation. The translators followed their culture. The analysis demonstrates that translating advertisements does not always involve the direct equivalent in the target language, but translators sometimes have to produce readable and acceptable target texts. This kind of advertisement from communication dimension has the same effect. At the end, the researchers found out both theories (Skopos and Eco-translation theory) are useful in translating advertisements.

How to P(l)ay with Words? The Use of Puns in Online Bank Advertisements in English and Serbian in Light of Relevance Theory

Based on a corpus comprising online bank advertisements shown in the UK and Serbia, this paper aims at describing the most frequent ways of creating puns and classifying them based on their predominant structure. The function of puns in advertising is explained from the perspective of Sperber and Wilson’s relevance theory (1995) and the behavioural AIDA model. This paper also tries to reveal whether the formal and semantic aspects of lexical units are exploited in British and Serbian bank offers, and whether there are any language- and culture-specific features in terms of punning.

Колір жіночої краси у сучасній англомовній та російськомовній рекламі

Колір жіночої краси у сучасній англомовній та російськомовній рекламі

Complaining about rivals: Indifference, cooperation, and competition in the governance of advertising

AbstractWhat should rivals do when they see competitors breaking agreed rules within systems of self‐regulation? This study investigates compliant behavior among British advertisers to empirically answer this question. It analyses five years of complaints (n = 146,062) and adjudications (n = 4,832) published by the self‐regulatory body for the British advertising industry. The majority of firms adopt a strategy of indifference and rarely regulate their rivals. Highly engaged firms either adopt an angelic strategy as they use their resources to complain about their rivals; a deviant strategy as they are subject to a large number of complaints; or a predatory strategy as they attack their rivals through advertising regulation. This illustrates a unique form of regulatory capture in which a regulatory system becomes an arena of competition for some actors while continuing as a governance mechanism for others.

ГРАММАТИЧЕСКИЕ СРЕДСТВА ВЫРАЖЕНИЯ ОТРИЦАНИЯ (НА МАТЕРИАЛЕ АНГЛОЯЗЫЧНЫХ РЕКЛАМНЫХ ТЕКСТОВ)

The article analyzes the most typical markers of the category of negation and their expressive potential in the modern English advertising texts. The author identifies the most frequent morphological means (the prefixes un-, in (im, ir)-, anti-, non (no)- and the suffix -less), definite pronouns (no, nothing, nobody, nowhere), conjunctions and prepositions (without, against, regardless of, unlike and so on), which increase the expressivity of the text. Such an approach to analyzing the English advertising is characterized by originality, the research findings can be used for further applied studies of advertising.

Когнітивна карта сучасного англомовного гастрономічного рекламного дискурсу

Когнітивна карта сучасного англомовного гастрономічного рекламного дискурсу

Do Bilinguals Respond More Favorably to Candidate Advertisements in English or in Spanish?

Candidates for political office in the United States can appeal to constituents in either English or in Spanish. We investigate the consequences of this choice in a series of survey experiments conducted on large, diverse samples of both monolingual and bilingual Americans. We take advantage of parallel advertisements produced in both English and Spanish by real candidates for national office—one presidential and two congressional. Because our design holds constant candidates’ policy positions, we can attribute the effects on vote choice directly to the choice of language over and above other candidate attributes. In two of our three experiments, the Spanish-language advertisements increased candidates’ electoral support by 5 percentage points among bilinguals. We find the opposite pattern of results among English-speaking monolingual Americans, who respond very negatively to Spanish-language advertisements. Our results shed light on the strategic calculus of candidates who must appeal to multiple linguistic communities at once.

Zmiana języka poprzez reklamę – wpływ komunikatów reklamowych na współczesne idio- i socjolekty

It is evident that, nowadays, advertising messages invade people’s idio- and sociolects, changing the way they communicate on a daily basis, which is why the following paper aims at drawing attention to the phenomenon of language change engendered by advertising slogans. The research conducted is based on a collection of slogans originating from Polish and English advertisements and commercials, as well as on a survey whose main objective is to assess ads’ influence on everyday communicative practices, with special emphasis placed on the possible acquisition of new phrasemes through ads. The results obtained in the survey prove that young Poles often acquire certain expressions from advertising messages, which results in subtle language change in terms of new phrasemes in colloquial speech.

. Suggestive Material as an Aspect of Stylistic Implication of English Advertising Discourse (Based on American TV Commercials)

. Suggestive Material as an Aspect of Stylistic Implication of English Advertising Discourse (Based on American TV Commercials)

Audience Perception of Pidgin English Advertisements in Nigerian Broadcast Media (A Study of Benin-City).

In a world of fierce competition and emergence of internet as a powerful, border-less media, gaining and retaining the attention of consumers and customers and persuading them to buy products and services through the broadcast media is becoming more challenging and important. Although advertising has been proved to be effective in providing market information about products and service, yet its understanding and comprehension to the masses has been questioned consistently. Thus, it is important for the advertisers, advertising agencies and the media to understand the role that languages played in reaching the target market audience with simple market information about products. This research examined audience perception of Pidgin English advertisements in Nigerian broadcast media using Benin-City as a reference point. The inhabitants of Benin-City municipal are mainly business men and women of various ethnic backgrounds mostly Hausas, Igbos and Yorubas; hence the use of Pidgin English is regarded as the best medium of public interaction and communication in carrying out their daily activities. These people mostly understand the ‘surface structure’ of communicated messages in Standard English language and several others cannot even comprehend at all. Hence, this study examined if Pidgin English holds the interest of audience when used as a vehicle for conveying advertising messages by the advertisers via the broadcast media and also find out if Pidgin English can help decrease misconception and misunderstanding as regards advertised products. It also intends to explore the potentials of the Nigerian Pidgin English as a language of public and mass communication in Nigeria. Survey research method was adopted in the study and 200 well-structured questionnaires were administered on the purposely selected respondents at random. Data gathered were analysed by the use of table constructs, frequency count and simple percentages. The findings of the research showed that Pidgin English usage in advertisements helps to reduce misconception and misunderstanding of advert information and also holds the interest of the audience when used as a medium of communication. Based on the findings of the study, the researcher recommended that the use of Pidgin English in advertisements should be encouraged. Since the study covers only Benin-City municipal, the researcher recommended for further study to find out whether the general public would embrace the culture of using Pidgin English language more often for broadcast programmes and perhaps adopts it as one of the country’s lingua franca.

Modernity in British advertising: selling cocoa and chocolate in the 1930s

PurposeThe purpose of this paper is to analyse the evolution of “push” marketing in the confectionery industry in Britain during the 1930s. It examines the interplay between a manufacturer and advertising agency in creating advertising for cocoa and chocolate.Design/methodology/approachA survey of the literature examines the uses of health and well-being in the design of advertising in Britain between the wars. The records of Rowntree and its main advertising agency, J Walter Thompson, are used to examine the themes and tactics used in advertising for cocoa and Aero chocolate bars during the 1930s.FindingsThe paper emphasises the different ways in which health and nutrition was used in advertising for the two products. The campaigns of the 1930s built on earlier use of these themes. J Walter Thompson looked for ways of presenting commodities as “new and improved” and their role extended into pressing for changes to production methods and the nature of products. Themes of modernity, sexuality and lifestyles all featured, confirming conclusions of earlier studies. However, targeting of mothers and of different age and gender groups indicated that market segmentation was used extensively via print media and tailored advertising messages.Originality/valueAlthough Cadbury, Rowntree and confectionery have been studied in depth before, this paper emphasises their role in applying new advertising ideas to everyday items. It points to the influence of advertising on the mass of consumers compared to the middle- and upper-income groups targeted in the marketing of houses, motor-cars and new consumer durables.

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>

Justifying British Advertising in War and Austerity, 1939-51.

Drawing together institutional papers, the trade- and national-press, and Mass-Observation documents, this article examines the changing ways that the Advertising Association justified commercial advertising from 1939 to 1951. It argues that the ability to repeatedly re-conceptualize the social and economic purposes of advertising was central to the industry's survival and revival during the years of war and austerity. This matters because the survival and revival of commercial advertising helps to explain the composition of the post-war mixed economy and the emergence of a consumer culture that became the 'golden age' of capitalism. While commercial advertising's role in supporting periods of affluence is well documented, much less is known about its relationship with war and austerity. This omission is problematic. Advertising was only able to shape the 1950s and 1960s economy because its corporate structures remained intact during the 1940s, as the industry withstood the challenges of wartime and the difficulties presented under Attlee's government. Recognizing the deliberate attempts of advertising people to promote a role for commercial advertising invites us to reconsider the inevitability of post-war affluence, while offering fresh insight into the debate around consumer education, freedom of choice, and the centrality of advertising and communication in democratic society: issues central to the society Britain was, and hoped to become.

글로벌 화장품 광고의 윤리적 메시지는 어떻게 번역되는가

In recent years, a growing number of multinational corporations have shifted the locus of their advertising and marketing efforts from the values of products to socio-ethical values associated with products and production. Against this backdrop, the present study aims to show how advertisements for cosmetics addressing ethical issues are translated for a local market. For this purpose, six English advertisements imbued with ethical values concerning ‘animal protection,’ ‘environmental protection’ or ‘fair trade’ (those of The Body Shop, Lush, and Neal’s Yard Remedies) are compared with their purported Korean translations from the perspective of Descriptive Translation Studies. This comparison reveals that aspects of ethics in the English advertisements were removed and/or replaced by verbal and visual signs emphasizing the functional characteristics of the product being advertised.

Weasel claims in advertisements in English and Serbian

Weasel claims in advertisements in English and Serbian

Verbal Means of Persuasion in English Advertising

The article deals with verbal means of persuasion in English advertising. It investigatesmanipulation tactics and features of persuasion in the English ad. Linguistic and cultural aspects ofstyle formation in English and Ukrainian ads are compared in the article

The Language of Appraisal in British Advertisements: The Construal of Attitudinal Judgement

The article explores the occurrence and frequency of use of attitudinal judgement in British advertisement texts. Judgement, as one of the main attitudinal categories in the discourse-semantic appraisal model (Martin and White 2005), is concerned with the evaluation of human character and behaviour. The article focuses on the judgement categories of capability and propriety, as the research described concludes that they are the most frequently occurring of the judgement categories. Some typical instances encoding capability and propriety are discussed in terms of explicit and implicit manifestation. The article demonstrates that capability and propriety often participate in attitudinal double-coding due to the brevity of advertising texts and the creativity of advertising language. Capability and propriety are strongly socially motivated: they impose values upon the potential consumer, and hence upon society, and through them create social roles for the participants in the advertising interaction.

Mechanisms of idiomatic transformations creating in contemporary english advertising discourse

This article deals with phraseological transformations in English advertising discourse. It was determined that all phraseological transformations can be divided into two types: semantic and structural-semantic. Semantic transformations are formed by mechanisms of dephraseologisation and dual actualization. Structural-semantic transformations are made up by components expanding of original set expressions which realized due to enlargement and wedging, reduction of compositional component by “truncation” and substitution of components

A Pragmatic Analysis of Humor Words in English Advertisements

<p>As an independent discipline, pragmatics was through out thirty years’ development. It is also a young discipline. As a medium emerging commonly in advertising language art, humor has attracted wide attention of many producers. Previous scholars analyzed more from the perspective of grammar, vocabulary, rhetoric, etc. But the research of advertising language humor is lacking from the aspects of pragmatic rules. Our collection of data is quite open. Any advertisement that can be transcribed in to written form is our interest. They are excerpted from magazines, advertisement, collecting books, newspapers, TV and radio commercials. As we only focus on language humor, situational humor produced by visual performance is not involved this thesis. The advertising language art of humor has been widely paid attention. Based on the existing theories of humor research, author of this paper used many kinds of pragmatic theories to analyze English advertising humor language, and including reference, deixis, anaphora, presupposition, speech act theory, the cooperative principle, conversational implicatures, and the politeness principle. It can not only provide reference for the research of this field for later scholars, but also provide theoretical guidance for the AD makers of using humor language to produce a good advertising effect.</p>