Language Of Advertising Research Articles

Exploring the Visual Communication of Illustration Narrative in Brand Promotion Through the Symbolic Meaning of Thorn Elements

Abstract: In todays market, the use of visual representations is increasingly prevalent, with illustrations becoming a key promotion tool. Due to their ability to deliver immediate and powerful impact on viewers, illustrations are now a top choice for companies in advertising. Various styles and techniques of illustration have evolved, enriching the artistic language of advertising; different combinations of elements can evoke diverse reactions and interpretations among audiences. This paper aims to establish a framework for the use of illustration in advertising by analyzing a specific element and its symbolic meanings. It begins with a discussion of the fundamentals of symbolism in illustrations, followed by a detailed analysis of thorn as an artistic concept. The paper concludes by demonstrating how these strategies can be applied in market, offering guidance for future product design and promotions.

The Power of Metaphor in the Representation of Mental Images in the Language of Tourism Print Advertising: Lakoff and Johnson’s Model of Conceptual Metaphor

The Power of Metaphor in the Representation of Mental Images in the Language of Tourism Print Advertising: Lakoff and Johnson’s Model of Conceptual Metaphor

Influencer storefronts: impact of social media advertising disclosures on purchases

PurposeThe purpose of this study is to address the surging reliance on influencer marketing in evolving business models, focusing on a novel approach – the influencer e-commerce storefront. This study investigates various influencer advertising disclosures, social media activities and their impact on consumer engagement and sales within the influencer e-commerce storefront.Design/methodology/approachSecondary data was collected on 734 influencers from an e-commerce website based on “influencer” storefronts, and the influencer’s social media activity and content were collected from Instagram. Two-stage seemingly unrelated regression model was used to examine the research model.FindingsInfluencer social media use, encompassing daily posts, story posts and average comments, positively influences consumer engagement and sales on influencer e-commerce storefronts. Notably, the study reveals that different advertising disclosure languages yield varying effects. Unclear disclosures (e.g. branded Highlights) positively impact engagement and sales, while obvious disclosures (e.g. “Sponsored Ad”) negatively affect both.Originality/valueThe study contributes to Persuasion Knowledge Theory, examining influencer e-commerce storefronts and revealing the persuasive impact of undisclosed language in advertising. This study innovatively explores the effects of obvious and undisclosed sponsorship on coping mechanisms, offering insights into consumer reactions. The recommended use of undisclosed language suggests that ambiguity can enhance ad persuasion, guiding practitioners in crafting more effective messages. Moreover, the study extends co-creation theory and service-dominant logic by underscoring the significance of influencers’ social media engagement in co-creating value for consumers. Influencers’ active engagement on social media fosters co-creation, strengthening connections and boosting consumer loyalty.

A STUDY OF FIGURATIVE LANGUAGE IN WOMEN’S FASHION ADVERTISING ON INSTAGRAM

The language of the advertisement is distinctive and unique to attract the reader’s attention and motivate them. Thus, figurative language in advertisement is one of the strategies needed to persuade the readers. However, the use of figurative language in advertisements in an insensitive way without knowing the types and functions of figurative language will make the advertisements less attractive and persuasive. This qualitative approach study attempts to analyse the type and functions of the figurative language used in women’s clothing advertisements on Instagram using content analysis. The theory of figurative language by McQuarrie and Mick (1996) is used to identify the types of figurative language used in this study. An analysis of a series of collections of women’s clothing advertisements from five online shops shows that there are eleven types of figurative language, namely rhyme, chime, assonance, alliteration, anaphora, epistrophe, antithesis, hyperbole, rhetorical question, metaphor, and homonym. The findings show that using figurative language in women’s clothing advertisements on Instagram would attract the readers, give a strong impression, memorable, and satisfy the customers’ needs. Overall, this study suggests that figurative language as a language of advertisement is essential to attract and persuade the readers and influence their purchasing decision. This study is also beneficial for the advertisers to create their advertisements using figurative language.

STRUCTURAL-CONTENT ORGANIZATION AND LINGUISTIC FEATURES OF EDUCATIONAL ADVERTISING TEXTS

The main genres of advertising texts in the field of education are considered in terms of their content model, structure and specificity of linguistic expression. The connection of the structural-semantic organization of educational advertising texts and their main functions and characteristics as a type of advertising, as well as their dependence on genre specificity, characteristics of denotation, advertising purpose, age of the target audience, has been traced. Educational advertising is considered as a socially significant sphere, the main functions of which are informational, value-oriented, and communicative. The structural-content model of the advertising text in the field of education has been defined, which is based on the essence of the concept of “educational services” and determines the presence and characteristics for advertising purposes of such components as the subject providing educational services, educational activities, the expected result of these activities, and the addressee to whom advertising appeals. Advertising text in the field of education is considered in several genres: brochures, booklets, leaflets, and advertisements. Common features and significant differences in the construction of texts and language design have been identified. It is confirmed that advertising texts in the field of educational services constitute a complex education, where the integration of all components and their interaction contribute to a high degree of informative and pragmatic influence. The structure of the advertising text is generalized, the content role of its components is described, and their place and method of presentation in the studied genres of educational advertising are determined. Attention is paid to the structural and fragmentary deployment of texts, strengthening the informative function in larger genres and the emotional component and manipulative character of language means in advertisements. It is noted that the language of advertising texts of educational services corresponds to the advertising goal of each component, and language tools (lexical and grammatical) perform a textual organizational role or give the text a certain stylistic coloring and expression. The prospects of scientific research are outlined, providing for a more detailed linguistic analysis of the most mobile genre – advertisements, the study of compositionally significant components of advertising texts (headings, slogans), as well as the stylistic functions of individual expressive language tools, elements of a language game as a manipulator. Key words: educational advertising, advertising text, language of advertising, structure, slogan, stylistic means.

Utilizing Stylistics for Advanced English Teaching: Linkages to Literature and Advertising

This research is important in analyzing and describing language styles, which have become one of the linguistics categories. The use of language and language style in literary works has also been studied and is very important for linguistic and literary studies. This article illustrates that stylistic analysis is an effective method to help students improve their reading and appreciation skills. It begins by briefly reviewing how stylistics is applied to teaching English by researchers. It then discusses stylistic analysis and how to do it by providing some examples. Finally, it concludes that teaching advanced English should incorporate stylistics, which are both necessary and practical. Stylistics is one of the sub-topics of learning English in high schools. It can also help students understand advertising language. It also helps students learn foreign languages in English language teaching, such as Indonesian, by preparing them to learn and use foreign languages effectively. Furthermore, Students are expected to be able to understand the language of advertising. To understand the language of advertising, teachers must provide understanding to students through stylistics.

An Assessment of the Resurgence of Historical and Classical fashion due to the economical use of language in South Africa

The common trend of fashion is that it comes and goes as history changes and human development advances. However, as humans develop and are supposed to be progressing, sometimes in terms of fashion they also retrogress. The assumption is that language used by advertisers and designers influences people to revisit history. The purpose of this study was to argue that the work of art never expires as it gets repackaged, remodelled and modified over the ages. Some works and designs of art used in a particular period of history may have become obsolete, but the use of a language in a future epoch may bring them back to popularity. In this conceptual qualitative study, literature from both online and offline was used in making the case that art develops with the use of language than perishing. Within this desktop conceptual study, it was found that the language of advertisement is crucial in portraying fashion because language use can revive fashion. The power of language creates a hunt and frenzy to wear clothes of the 1500s calling them ‘vintage’. Using an analytic theoretic framework, this paper investigated the linguistic power and its influence on different epochs. This study specifically argued for the necessary merger between art and linguistics as that would be beneficial in creating classical fashion trends. The recommendation thereof was that teachers of art must work together with language specialists and incorporate both value and language in advertisements. This study posits that language has much power to influence the economy, culture, fashion, and even lifestyle of many people across generations. Keywords: Fashion Fads, Language Potency, Vintage, Economic Language, Fashion Resurgence

Lexical features and persuasion techniques in the selected Philippine television advertisements

The language of advertising is powerful in persuading consumers to purchase the product. It is how the advertiser uses language to attract and grab the interest of the people. This research aims to identify and reveal the lexical features and persuasion techniques used in the selected Philippine television advertisements. This will determine how the lexical features are interrelated to the persuasion techniques that the advertiser uses in promoting their products. To obtain the data needed for these objectives, qualitative and content analysis were employed in this research method. Specifically, categorical data were used to categorize data based on each advertisement (Personal Hygiene, Medicine and Vitamins, and Food Products). Based on the findings, personal hygiene advertisements dominantly use hyperbole, while medicine and vitamin and food advertisements both dominantly use familiar language; personal hygiene advertisements belong to the competitive stage as manifested by the dominant lexical feature used which is hyperbole, while medicine and vitamin, and food belong to the pioneering stage as reflected by the dominant lexical feature used which is familiar language. Hence, the output of this study will serve as new learning instructional materials for English teachers in determining the usage of the language in an advertisement. In addition, the researchers recommend finding another framework for lexical features and persuasion techniques in advertisements and creating another material in the language in advertisements.

Language Style in Pocky Brand Snack Product Advertisements in Japanese

Pocky is a popular snack food in Japan produced by PT Glico which has expanded to various countries. Pocky advertisements offer the advantages of their products using a unique language style. Language style is an important aspect for packaging advertising language so that advertising objectives are achieved. This research aims to describe the use of language styles in Pocky advertisements. The method used is descriptive qualitative with websites and social media as data sources. Data collection techniques in this research include reading methods and note-taking techniques. The results of this research show that 5 language styles were found in the Pocky advertisement, namely hyperbole, metaphor, simile, personification, and asyndeton. From the results obtained, it can be concluded that the characteristic that Pocky wants to display through the 2022 advertisement is Pocky as a special and exclusive snack with a tendency to use hyperbole to give an exaggerated effect and a dramatic impression of Pocky to increase consumer confidence value.

Perception of Halal Cosmetics Consumers towards Halal Awareness in Online Social Network: Study in Malaysia and Indonesia

The cosmetics and personal care industry has emerged as one of the most prominent and fastest-growing markets, especially among millennials worldwide. The halal cosmetics industry is also important to today's young generation. They and social media technology have become an important part of consumer research. This study explores the factors determining the millennial generation's choice of halal cosmetics. This study used the exploratory factor analysis (EFA) method with 202 millennial respondents from Indonesia and Malaysia. The Kaiser-Meyer-Olkin (KMO) test result is 0.723%, indicating a middling sampling. The Bartlett test result shows a value of 1848,828 with a significance level of 0.0000 < 0.05, indicating a correlation between the variables. There are no statements with a score of less than 0.5 after the communalities checking. As a result, every statement can be used more thoroughly in this research. Based on the results, six main factors can increase the millennial generation's interest in making choices about halal cosmetics: social media campaign, influencer trustworthiness, halal awareness, brand curiosity in social media, cosmetics advertisement language, and brand trust and product quality.

텔레비전 광고에 담긴 담화·사회문화적 수행 분석 - ‘박카스’ 광고 속 부부 역할의 이데올로기 변화를 중심으로 -

This study focused on the ideological change of marital roles by analyzing the verbal and nonverbal expressions of marital role characters during television advertisements aired from the 1960s to the present of Bacchus(박카스), a nutrient tonic drink that has been loved for a long time all over the country. The purpose of this study is to interpret ideological messages implied in addition to targeted advertising language messages as cultural symbols to identify the linguistic and cultural values implied by advertising language messages. It is also meaningful to examine the function of performing advertising functional language messages and socio-cultural messages through verbal and non-verbal expressions of television advertisements. As a result of the analysis, the long-time familiar product image and the product'ssymbolic television advertising function laid the foundation for the semiotic analysis structure of meaningful advertising language that performed an integrated language message function beyond simply allowing consumers to consume products.

The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

PurposeThe impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite numerous factors that impact the effectiveness of sponsor signage at sporting events, there has been a lack of research regarding the language used for such signage around sports facilities’ billboards. Therefore, this study aims to investigate the effects of billboard advertisement language on TV sports audiences’ recognition, recall and search intention to sponsor signage.Design/methodology/approachThis study employed an online experimental design. Participants (n = 925) were recruited from two linguistically different regions: Chinese and English. Participants were randomly assigned to one of two conditions: watching tennis video matches with billboard advertisements presented in either the Roman alphabet exclusively or in a combination of the Roman alphabet and Chinese characters.FindingsThis study revealed that although language cannot significantly impact audiences’ unaided recall of a brand, it does have a discernible effect on brand recognition and search intention among audiences. Additionally, people are more likely to search for brands in their native language. Participants from various regions tend to have different recognition rates and search intentions for sport sponsors.Originality/valueThis is the first manuscript examining the use of different languages in relation to audiences’ recognition and recall of sports sponsorship. It provides empirical evidence of the importance of carefully considering the language used in sponsor signage around stadium billboards to optimize the efficacy of sponsorships at sports events.

Neologisms in Polycode Text of Image Advertising: Some Peculiarities of the USE in the Context of Media Sphere

The article considers the problem of neologisms functioning in mass media on the material of image advertising texts. The relevance is determined by the importance of advertising communication as an integral part of modern society, as well as the need to study the peculiarities of compositional structure of polycode texts of image advertising, in particular, correlation of verbal and nonverbal parts of an advertising text involved in the process of influencing an individual to manipulate both the collective behavior and consciousness.Development of globalization processes, availability of Internet and mass media could not but affect the advertising language having transformed it by introducing neologisms which are used in everyday language but not quite familiar to the majority. Newly coined words can be both Russian derivatives and borrowings. The purpose of the research is to study some peculiarities of neologisms usage in polycode texts of image advertising as well as to define a system forming factor in the structure of verbal/nonverbal that influences formation of an advertising objects image in an individual lexicon. The objectives of the study are to consider the notion of image, image advertising and its structural and compositional features along with the analysis of cognitive-psychological influence of images formed by neologisms combined with iconic signs on an individual.The need in reasoned influence on the individual when advertising has led to hybridization of the advertising text which became a complex and integrated textual entity with the integration of verbal and non-verbal elements.The analysis of image advertising language material showed that neologisms when correlating with other verbal and visual/graphic elements develop and/or adapt associative connections and internal images behind the image in an individual lexicon

Penggunaan Media Sosial Sebagai Media Pembelajaran English For Hospitality

Social media (social media) has now become a part of the life of Indonesian people who are very phenomenal. Various kinds of advantages and conveniences are offered to interact with everyone both in terms of business even from various circles. Not only that, with the development of internet use and communication technology devices such as smartphones that are increasingly advanced, it has become one of the drivers of the growth of new networking sites that offer friends and information online. Social media has also become the backbone as a means of communication in this digital century. This study aims to determine students' perceptions about the extent of the use of social media in helping them learn English. English that is expected to be understood and learned is English in hospitality and also in advertising language. English that is expected to be understood and learned is English in hospitality and also in advertising language. This research is important to find out how students perceive the effectiveness of using social media to support their learning and understanding and creativity in the field of English for Hospitality and in compiling advertising language. A total of 50 students from the English Literature study program of Udayana University will be used as data sources in conducting this research. This research will use qualitative methods with a case study design. The use of questionnaires as well as semi-structured interviews will be carried out in collecting data. In analyzing the data will use a basic statistical model of the results of questionnaires on students. Meanwhile, the results of the interview data will be analyzed with the Flow model from Miles and Huberman.

Exploring the Impact of Language in Advertising on Consumers’ Purchase Intentions: A Thematic Literature Analysis

This study explores the literature on how language used in advertising can significantly impact consumers’ purchasing intentions. Language can evoke emotions, build trust, and create a compelling brand image, ultimately affecting consumer decisions. Understanding the themes and patterns of how language impacts consumers’ purchase intention is essential for academic inquiry and practical application in marketing strategies. This paper aims to study the themes and patterns of accessible literature from 2019 until 2023 in Google Scholar, Semantic Scholar, and Science Direct, specifically on the use of language in advertisement and how it affects consumers’ purchase intention. The analysis adopted Braun & Clake’s 6-step Thematic Analysis in exploring the themes and patterns of the use of language in advertisement. The study’s findings show that several themes and sub-themes were identified while exploring the literature. Among them are Exaggeration as a Persuasive Technique, Cultural Resonance and Social Identity, Emotional and Sensory Appeal, Informal Language, and Routes of Persuasion. Based on these themes, the study found that language within these themes aligns with several persuasive strategies. As a result, advertisers can understand a more specific perspective on the use of language in advertisements, enabling them to create advertisements that maximize persuasive language strategy within specific themes.

Structure and stylistics of advertising text: approaches to analysis and understanding

The presented article examines the nature of the advertising text, its structure and main components. The features of the advertising slogan and its influence on the psychology of a potential buyer are also studied in detail, paying attention to vulnerabilities in the psychology and interests of the buyer. In addition, the article analyzes the language of advertising, highlighting five properties of products and describing the features of their presentation in advertising. An extensive analysis of the structure, features and psychological impact of advertising messages on the target audience is presented. The characteristics of advertising in relation to the psychological characteristics of a potential buyer are analysed, and the advantages of using a creative approach and allusion in advertising to create a memorable advertising message are revealed.

Critical analysis on advertising discourses

Critical Discourse Analysis (CDA) appeared in the early 1990s and has become increasingly popular as an interdisciplinary approach to analyzing various types of discourse. The roots of CDA lie in classical Rhetoric, Textlinguistics and Sociolinguistics, as well as in Applied Linguistics and Pragmatics (Wodak, 2002, p.7-8). It sees discourse as language use in speech and writing and as a social practice. Its feature of being social practice means discursive cases have a dialectical interaction with social situations, institutions, and structures that surround them. They constantly influence and shape each other. CDA focuses on the relationship between language and power and is primarily concerned with investigating the explicit and implicit structural relations of domination, discrimination, power, and control as manifested in language. As transferred from Wodak (2001, p. 2), for Habermas, “Language is also a medium of domination and social force. It serves to legitimize relations of organized power. In so far as the legitimations of power relations, . . . are not articulated, . . . language is also ideological.” Ideologies are the fundamental frameworks for organizing the social cognitions that members of social groups, organizations, or institutions share. CDA seeks to demystify discourses by deciphering ideologies (Dijk, 1995, p. 18; Wodak, 2002, p.10). This paper aims to explore the relationship between discourse and social cognition, to analyze critically the language of advertisement, and to clarify how social structure and institutions are affected by advertising discourses.

The motif of billboard texts of adverts in four cities: Apropos of Bantu and African languages

Advertising, which is but one link in the value chain of marketing, is the hallmark of the postmodern world, ubiquitous and dominant in all public spaces and spheres of life. A random count of billboards, posters, and electronic and digital advertisements can attest to this without recourse to systematic empirical evidence. However, there is a need to interrogate the basis of this status quo, its ‘superstructure’ and ‘base’, and address the impact of advertising on African peoples and their values; how they are influenced and directed in public sphere in African localities, where their values should be predominant. The impetus that inspired the thematic exploration of this article is that in public spaces where indigenous languages and values should logically be dominant, they are marginalised and patronised, in ways that are cynical and are an instrument of capitalist motives and agenda. This article seeks to explore manifestations of this marginalisation and undermining of values of speakers of Bantu and other African languages in advertisements, a genre that is so ubiquitous that it imposes a subliminal crisis among indigenous languages speakers, who are demographically in the majority on the African continent. The impact of this genre pervades spaces in languages, in style, diction, and undertones that have an ideological impact in environments and settings where African languages and values are expected to be predominant, or at least should indigenously and logically be strongly anchored. This premise is the base of my inquiry.Contribution: This dominance is achieved by means of visual and textual images of advertisements that have sought to ‘sustain alienation’ and establish subordination of the consumer.

Decoding Beauty: Unveiling the Ideological Constructs in WRP Lose Weight Advertisement through Critical Discourse Analysis

The primary goal of this research was to reveal the construction of language in WRP "Lose Weight" advertisements that can maintain or even change beauty standards by using certain language that can influence society. The study's objectives are to identify the types of three-dimensional critical discourse models based on Norman Fairclough and to analyze the shifting beauty standards of WRP "Lose Weight" advertisement. This study uses a qualitative descriptive method in the form of an analysis of two different types of videos. The researchers use this method to reveal the use of language in advertisements that can affect society and see shifts in the standards of beauty displayed. The researcher finds that the use of language in advertisements forms the basis for the construction of advertisements to express a perception. This can be seen through text analysis, then continues in the process where discourse is conveyed through the production process of contributions and ultimately becomes consumption in society which is analyzed through social practices. In addition, this research also reveals a shift in the beauty of advertisements which is represented through the visual models in advertisements.

Globalization and Challenges to the National Language in Pakistan on Visual Communication Design

The research is based on analyzing globalization in visual communication design in Pakistan. The approach of global corporations toward local cultures in relation to communication design is focused. The western influences are studied and examined into categories. The challenges to the national language Urdu and the dominance of the English language in advertisements are analyzed in the context of Pakistan. The role of visual communication design has become a fundamental ingredient in incorporating cultural values in Pakistani society. Digital technological advancements have promoted western culture and language in visual communication design. Western colonies were inspired and influenced by the visuals of the colonizers. The development of visual communication design by the colonial is analyzed. In this article, visual communication design specimens from multinational brands of fashion and food are analyzed. The elements are examined in the context of foreign trends and language. The colonial education establishment in the subcontinent is compared with the native approach. The design education system is addressed in the 21st century.