Language Of Advertising Research Articles

A Morpho-Syntactic Analysis of Gender-Fair Language in Advertisements of Cosmetic Products in Ghana

Gender-fair language challenges and dismantles prevailing societal gender preconceptions. Cosmetic advertisements have been criticized for unfair language choices that perpetuate gender stereotypes. This study is a morphosyntactic examination of gender-fair language in cosmetic advertisements. The social constructionist theory underpins the study. Thirty (30) product packages and labels for the Ghanaian market were used in this qualitative descriptive survey. Gendered terms were analyzed on the morphological level using Quirk et al.’s (1985) functional principle of word categorization. The data collected revealed that Gender-unfair language is prevalent in cosmetic advertisements. Product names, descriptions and claims often use gendered nouns, pronouns, adjectives, phrases of different types and imperative clauses. This reinforces the idea that certain beauty concerns and products are exclusively tailored to specific genders. Gender-unfair language in cosmetic advertisements results in a limited representation of beauty ideals and practices. The use of inclusive language and representations that challenge gender stereotypes and promote diversity was recommended for cosmetic advertisers. The paper provides insight into academic discourse and practical approaches in gender, communication and marketing studies. Keywords: Advertisements, Cosmetics, Gender-Fair Language, Stereotype, Morphosyntactic

The Semiotic Visual Analysis Of Non-Verbal Language In Hotel Advertisements

Numerous digital advertisements deviate from the use of nonverbal communication techniques. Instead of conveying information about a particular product, it provides a misleading and incorrect interpretation. Using the theory of visual semiotics, this study seeks to interpret and comprehend the forms of non-verbal language used in digital advertisements to convey information about specific hotel products. The primary objectives of this study are as follows: (1) to describe the structure of advertising components as nonverbal language in digital advertising for hotels marketing in Bali; (2) to describe the relationship between signs and their references as signifiers and signs in digital advertising for hotel marketing; and (3) to describe and provide an overview of recommendations regarding the appropriate role of meaning in digital advertising for hotel marketing. This research design employs qualitative methods for collecting data from research participants in the form of Instagram images. Nonverbal behavior observed in digital advertising, such as facial expressions, gestures, body language, movement, contact, and appearance, is the subject of study. To provide an overview of the applicability of semiotics to the practice of communicating specific information through digital advertising for hotel marketing. This study's findings include the incorporation of semiotic science variables into the design of digital advertisements for hotel marketing. To avoid misunderstandings between advertisers and their intended audiences, it is possible to establish a perfect match between the desired outcome and the intended message. This research also seeks to expand linguistics into emerging disciplines, such as the business world and commercial advertising

Representing Gender Equality through Advertisements from the Electronic Media: A Study in Discourse Analysis

Television advertisements play a significant role in shaping societal norms and values, particularly regarding gender roles and expectations. In India, where television is a major source of entertainment and information for many people, the portrayal of gender in television advertisements can significantly impact how gender is perceived and performed in society. This study attempts to understand and define the equality of gender roles in advertising, using select discourse analysis tools, including speech acts, deixis, politeness theory, modality, presuppositions, and vocabulary, to study the interplay of the verbal and visual effects. The study explores select advertisements from Indian media and finds that the theme of gender equality is gradually gaining prominence. The paper attempts to highlight that advertisements play a major role in creating and transforming gender stereotypes in society and in constructing a world of acceptability for those women who want to create their own identities. The study reveals that women now stand up for their rights against the societal norms and play a substantial role in influencing society, whereas men also participate in the tasks that are stereotypically assigned to women. The study also highlights that the verbal language in advertisements supports visuals in the text.

A Comparison Study of Linguistic Features in English Ads for Men and Women: A Case Study

This article is aims to shed light on providing a better understanding of linguistic features in English advertisements (hereinafter shortened to ads) for men and women using the descriptive, analytic, comparative and statistical methods to process the 92-sample database collected from four well-known magazines for men and three well-known magazines for women. The research shows interesting empirical results in terms of the lexical and syntactic features in ads for men and women for further study on gender language in advertising. In terms of the lexis, the authors point out the similarities and diferences in the use of nouns, verbs, adjectives and adverbs in advertisements for men and women, the contents of each type of ads are different depending on the specific characteristics of each gender. Almost all the numbers of adjectives and adverbs of all kinds for women’s is much higher than those in men’s ads as shown in the table 2 below ( 236 vs. 178). The results also reveal that men’s advertisements use verbs to create more direct requests than women’s (56% vs 35%). This is consistent with previous studies that suggested that women often use interrogative sentences (indirect) to request while men use imperative sentences(direct) to do so. In term of syntax, in women’s ads, the numbers of sentences and phrases are more than those in men’s ones. According to the survey data, there are 129 phrases and 177 sentences used in women’s ads and those numbers in men’s ads are 108 and 100. This is also true with the average number of words in women’s advertisement compared to men’s advertisement ( 64 vs. 43). And the numbers of the short texts of ads (less than 50 words) in the women’s and men’s ads groups are19 and 28 . These figures are likely to show the fact that: the advertiser often talks to women with more words than to men. The findings of this research may yield good suggestions professionally for advertisers/ copywriters and linguistic researchers. Advertisers should pay attention to the similarities as well as differences in gender language when building the content for men and women’s advertisements. Ads should be designed depending on the gender of the target audience to bring the best effect. Also, other linguistic researchers may use the findings of this research for their studies on the relationship beween linguistics and psychology.

RHYMES OF INDONESIAN CREATIVE TRANSLATION IN SLOGANS

The language of advertising, including slogans, may use rhyme, the phonological device which aims to ease the audience to remember the advertising. Considering a slogan should be fully translated into other languages, the researcher finds the importance of describing a slogan translation, especially those using rhyme. They are called creative translation, one of the translation strategies in advertising. Seven (7) rhymes of Indonesian creative translation are in five (5) slogans. In frequency, two (2) slogans have two (2) rhymes respectively. The other three (3) slogans have one (1) rhyme respectively. In the sound of rhyme, there are two (2) vocal letters, one (1) partial syllable, and four (4) syllables. In terms of the rhyme-used units (such as word and phrase), there are seven (7) types of units for those seven (7) rhymes. Based on the result regarding rhyme-used units, there are various possibilities a translator can apply since using rhyme relates to a translator’s creativity to provide charm.

Advertising Media, an analysis of Code in Compilation of Food and Beverage Ads on YouTube

The utilization of coding within advertising discourse is an imperative means of communication, effectively demonstrating the wide array of linguistic frameworks employed in promotional campaigns. The deliberate inclusion of diverse languages in advertisements serves the dual purpose of capturing attention and safeguarding regional languages by utilizing advertising platforms to uphold and enhance their significance. The objective of this study is to analyse instances of code switching and code mixing in compilation videos of food and beverage advertisements uploaded by Rofif Satria on the YouTube Satria Channel account. The utilization of a qualitative methodology employing descriptive techniques in data collection entails the process of observation and subsequent documentation through note-taking. The researcher carefully examines each advertising video, meticulously documenting both the spoken and written narratives conveyed within them. The instances of code-switching and code-mixing in the compilation videos are subsequently identified, annotated, and documented. The data that has been gathered is organized and classified according to its type, as well as the specific forms of code-switching and code-mixing that are present. The research findings indicate instances of code-switching and code-mixing, which encompass both internal and external forms. These include the insertion of words, phrases, clauses, and basters. The contextualization of data, including words, phrases, and clauses, is integral to the interpretation within the discourse of advertising.

ANOMALIES IN AN ADVERTISING TEXT (ON THE EXAMPLE OF THE ENGLISH LANGUAGE)

This article is devoted to anomalies, i.e. non-standard ways of using vocabulary in advertising texts, by means of which the communication is carried out. The interest in the study of the mechanisms of speech impact made this study relevant. The novelty of this study lies in insufficient research on anomalies in the language of advertising. The hypothesis of this study was the assumption that speech anomalies could be used in advertising texts, since they had been previously studied in fiction and article writing.
 The aim of the article is to demonstrate examples of non-standard, occasional use of the English language means in the texts of commercial advertising. In order to achieve it the following tasks were set: to describe the principles according to which a word, phrase or other formation can be considered anomalous; to find examples and systematize the types of anomalies used by copywriters in English-language advertising texts.
 Materials and methods. The material for the study involved the texts selected by random sampling from printed periodicals and online stores. To prove the logical or illogical use of words, we applied the analysis of semantic meaning, i.e. decomposition of meaning into components, as well as morphological analysis of word forms. These methods involve the use of English-English thesauri. At the sentence level, syntactic analysis was used.
 Results. The analysis showed that the examples of anomalous use of the vocabulary can be reduced to three groups: lexical-semantic, morphological and syntactic. As a result, we managed to show that the most numerous group is the first one, which includes examples of illogical combinations on the principle of animate-inanimate, incorrect designation of quality, concrete-abstract, violations of stylistic combination of words, as well as deformation of phraseological units. The second group is represented by morphological violations of word-formation patterns, simple conjunction of bases, changes in spelling. The third group – syntactic anomalies – is represented by examples of violations in cohesion and split infinitive.
 Practical implications. The results can be used by copywriters, marketers, who compose advertising texts not only in English, but also in Russian.

LANGUAGE STYLE OF BEAUTY PRODUCT IN COMMERCIAL ADVERTISEMENT DISPLAYED ON JAPANESE TELEVISION

This study examines the diction and style of language in commercial advertisements for Nivea beauty products and aims to describe and explore the meanings of the expressions written in the advertisements. Data in the form of phrases, sentences, and images are analyzed using a qualitative descriptive analysis. The results of the study show that the dictions in the Nivea-UV (予防美容ケア) advertisements are all directly related to the vocabulary for beauty care. There are also borrowed words from English to clarify the products offered. The style of language in the advertisement consists of eight hyperboles, two metaphors, and one synecdoche, metonymy, repetition, and onomatopoeia, respectively. The style appears in the form of exaggeration, presenting something clearly, repeating words, emphasizing certain words, showing the same word order, having words that express a relationship, and having words that represent associations or attributes. To refine language, there is politeness in the language forms of kenjou and teinei. The diction and style of language have their own characteristics, namely firmness and solidity, so that the intentions and meaning of the advertisement can be understood by the target audience.

Language in Media: Language of Advertising

Language in Media: Language of Advertising

중국의 비즈니스 광고와 공익 광고의 동성체계(Transitivity) 연구

Objectives The purpose of this paper is to compare the transitivity of business advertising language and public service advertising language in China from the perspective of Systemic Functional Linguistics. Business advertising is a genre that aims to persuade consumers and is highly embedded with consumer sensibilities, while public service advertising is a genre that best reflects the social concerns and changes of an era or country.
 Methods According to SFL, there are six types of Process Types in the transitivity: material process, mental process, relational process, existential process, behavioral process, and verbal process. By analyzing Chinese advertising language according to the differences in process types, we can identify the characteristics of business advertising, the characteristics of public service advertising, the differences between business advertising and public service advertising, and the changes in the transitivity at the level of Chinese-Korean translation. Our findings on these issues are as follows.
 Results First, business advertising is characterized by a large number of material and mental processes. In particular, mental processes are more prevalent in advertising for alcohol, beverages, and food products. Due to the nature of the industry, advertising for alcohol, beverages, and food products mainly use the senses of sight and taste to recommend products to the audience. This is likely due to the fact that business advertisements use concise language to arouse consumers' desire to buy and generate profits for companies. Second, unlike the high use of mental processes in business advertising, they are very low in public service advertising, and material processes are most prevalent in public service advertising. The prevalence of material processes in public service advertising is likely due to the fact that they are related to the interests of the people as a whole and emphasize the communication purpose of persuasion and appeal to gain the cooperation of the general public. Third, we also examined the changes in the transitivity during the translation process from Chinese to Korean. By comparing the transitivity of the original and translated advertising, we found three types of changes: addition, reduction, and conversion. Through the presentation of major cases of translation variation, we examined the characteristics of each variation and the reasons for its occurrence.
 Conclusions The systematic functional linguistic characteristics of Chinese advertising derived from the above analyses would help readers to understand the characteristics of Chinese advertising language, and may also be helpful for those who study Chinese advertising language, develop Chinese slogans, or teach Chinese slogans.

The place and role of political advertising in the system of manipulative technologies: the linguistic dimension

Issues of language and political discourse form a very dense framework for theories and studies of argumentation, the new rhetoric. The political discourse analysis is gaining in scope and epistemological precision. However, discursive effects remain largely understudied regarding linguistic means as manipulative tactics. This phenomenon shapes the relevance of this study. It also analyses how linguistic traces of political discourse affect the population in terms of psychosociology and manipulative tactics. The ideology of discursive persuasion reveals issues in cognitive activity (meaning, intentionality, and strategy) that the speaker performs, as well as the impact on a known target. The study focuses on the norms and use of language, image, text, and sound in political advertising. It also analyses scholarly works related to the topic, offering an analysis based on observations on political communication and its media staging of the functioning of sociolinguistic variation regarding the norms and representations that operate in this official/dominant language market and specific to the language of politics. Research related to advertising and advertising language in relatively recent studies is still approached with some caution. Therefore, this paper attempts to deal with them from the perspective of linguistics in its broader discussion. To do so, the article focuses on studying linguistic means specific to political advertising on billboards during political campaigns. The most peculiar aspects of the contextual and formal expression of political advertising on billboards are identified.

Typology of speech anomalies in the present-day advertising language

The article considers different groups of speech anomalies found in modern advertising texts. The aim is threefold: to comprehensively analysis speech deviations in advertising texts, to develop a typology of speech anomalies and to determine their role in ensuring the communicative effectiveness of an advertising message. The study used analy sis (lexical, componential, word-formation, classification and differentiation), comparative and integrative methods, as well as the contextual-semantic analysis technique. These procedures enable identification of the content and semantic load of advertising text components. Drawing on relevant scientific literature, I communicate my own vision of the typology of speech anomalies. The paper explains a rationale for considering the inter-step word-formation as the basis for creating speech anomalies and the interaction of elements of different language levels as a condition for the appearance of deviations.

Penggunaan Bahasa Indonesia Pada Iklan Ditelevisi Dan Radio

The research entitled Use of Language in advertisements and broadcasts on TV. The formulation of the problem is (1) How is the use of the variety of spoken language? (2) How is the use of languageseen from the accuracy of the choice of words (diction)? (3) How is the code mixing that occurs in the use of the language, the method used is a qualitative descriptive method. The source of the data used in this research is the oral utterances delivered in broadcast news. Source of data used as research data is news that is broadcast starting from the morning and at night. Technique data collection in this study used the recording method with listening and listening techniques note technique. The results of the research show that (1) the use of speech variety is variety official (2) the use of diction, then 10 of the ten news used is obtained. Of the ten types of accuracy of diction analyzed, the results of the accuracy of the use of diction were obtained, as follows: use of special general words 6, use of words that are almost synonymous 5, use of denotative and connotative words 4, use of words that are similar in spelling 1, use of idioms 1, use of foreign endings 1, and use of continuity word choice 4 found inaccurate word choice. (3) the use of mixing Indonesian code into the language Region is code mixing into (inner code-mixing) due to code mixing carried out between local languages ​​and Indonesian. based on the results obtained the researcher's observation in depth, from the use of the language used is sufficient light what else is the local language and most of the errors found are correct used. Then mix the code that is widely used in broadcast news and advertisements should be avoided because it is news for the area and speak the local language.

Linguistic and cultural study of the language of advertising (on the material of the English and Karakalpak languages)

Linguistic and cultural study of the language of advertising (on the material of the English and Karakalpak languages)

Metalanguage reflection in modern advertising, or when metatext is more important than text

The article considers the advertising language as a specific linguistic phenomenon, the main characteristics of which are creativity, interactivity, expressiveness, culturogenicity, intertextuality and polycode. These characteristics of the advertising language, which determine its uniqueness, were the result of the influence of external and internal factors. An external factor is the pragmatic nature of advertising, which manifests itself in its suggestive orientation. The internal factor determining the uniqueness of the advertising language is the orientation of the producer to the code. The advertiser consciously and carefully selects the method of encoding the message, so the creation of the advertising text takes place in the process of deep metalanguage reflection: creolized texts of modern advertising are permeated with metalanguage contexts. The analysis of the corpus of examples of modern advertising texts, taking into account the assumptions put forward, allows us to conclude that a high concentration of meta-texts is one of the main defining features of advertising discourse. The objectives of this article are to identify and manifest the key characteristics of the advertising language; to resolve the question of how legitimate the very fact of distinguishing the "advertising language" as a specific linguistic construct can be considered; to determine the key parameter that forms the "superstructure" of the advertising language over the basis of natural language. The key characteristics of the advertising language are determined by the communicative orientation of advertising texts. The latter is purely pragmatic in nature. The main purpose of the advertising text is to have an effective impact on the recipient. Moreover, this effect is characterized as indirect, having a manipulative nature. The suggestiveness of advertising is perceived as its immanent property and basic category. At the center of the study of the language of modern advertising is the problem of the correlation of text and metatext. Metalanguage reflection plays a great role in the creation of advertising texts. Creolized texts of modern advertising are permeated with metalanguage contexts. A high concentration of meta-texts is one of the main features of discourse. For the advertising discourse, this feature is decisive.

The Aristotelian Rhetorical Theory: A Framework for Analyzing Pakistani Beauty Products Advertising

Advertising is one of the most basic forms of communication through media. Persuasion is one of the primary purposes of advertising. Customers are persuaded to buy products by advertising using different persuasive techniques. Both men and women increasingly rely on beauty products to look beautiful and have attractive spouses. Advertisements use rhetorical devices to persuade their viewers. Advertisements use language to achieve the purpose of persuasion. This paper analyzes advertising language considering Aristotle's rhetorical theory. The three primary persuasive means are logos (logical appeal), pathos (emotional appeal), and ethos (ethical appeal). We examined these three methods in this paper in terms of how they are used to persuade consumers, and how they are perceived by them. In order to determine how Pakistani media utilizes Aristotle's three means of persuasion in television advertisements, researchers studied beauty advertisements in Pakistani media for three months. There is a great deal of emphasis placed on persuasion in Pakistani advertising. Although Aristotle's rhetoric theory was presented over 2000 years ago, it has proven to be highly effective in persuasion today.

The Current Situation of the Language of Advertising in Azerbaijan: The Role and Impact of Advertising

Advertisements, with their palette, color, attractiveness and, of course, errors, enter our homes through television, radio, mobile phone, wall paintings, billboards, various objects placed on the streets, web banners, web pop-ups, sky writings using small planes, seats at bus stops, human billboards, magazines, newspapers, dining tables behind seats in flights, taxi doors, musical stage performances, subway platforms and trains, labels on fruits in supermarkets, supermarket vouchers or various other means. The development of Azerbaijan's economy has significantly increased the role of advertising. In countries with a market economy, private property is widespread. As is known, the main place in the private sector is occupied by entrepreneurial activity. Entrepreneurs, in order to sell their goods and services, must first promote them in the market. Therefore, advertising is considered the most profitable tool. In this regard, advertising is an important integral part of the economy. Advertising has a significant role in increasing revenue. However, an advertisement should be designed in such a way that it is accessible to the target audience, so while designing the advertisement, the appropriate target audience should be studied first.

விளம்பரங்களில் தமிழ் மொழி வளர்ச்சி / Development of Tamil Language in Advertisements

விளம்பரங்களில் தமிழ் மொழி வளர்ச்சி / Development of Tamil Language in Advertisements

The Research on Translation of Automobile Advertising Language

With the rapid development of economic times and the continuous improvement of people’s living standards, cars have gradually become an indispensable means of transportation in our lives. Automobile advertising language is playing an increasingly important role in promoting automobile sales. Therefore, translators should take proper translation methods into full consideration of cultural differences when conducting research on the translation of automobile advertising language. This paper studies the translation principles and language features of advertising language from the current situation of the automobile industry and the relevant introduction of advertising language, and puts forward effective translation strategies for automobile advertising language, so as to help translators and manufacturers better understand the practical significance of advertising language translation.

THE EFFECT OF SONG JOONG KI AS A BRAND AMBASSADOR OF SCARLETT WHITENING PRODUCTS ON THE PURCHASE INTEREST OF STUDENTS IN KOREA LANGUAGE STUDY PROGRAM

Marketing in a beauty product is one of the supports in increasing sales. However, the expertise of marketers is not only required to be able to negotiate with customers but it must also be able to use language in product advertising and use various elements that support creativity, so that the advertisement is being promoted can attract customers and it is called as popular culture. Currently, popular culture that is well-known in Indonesia and very popular with teenagers lately is K-Pop culture from South Korea. The increasing popularity of K-pop has made various beauty companies make these K-Pop artists as icons in marketing their products. One of company that collaborate with Korean actors is PT. Beringin Abadi's motto, which produces skincare products under the Scarlet Whitening brand, collaborates with Song Joong Ki as the brand ambassador in marketing their products. This study aims to find the influence of brand ambassador Song Joong Ki on Scarlet Whitening products on buying interest in students of the Faculty of Korean Language and Literature and to analyze the influence of brand ambassador Song Joong Ki on Scarlet Whitening products on buying interest in students of the Faculty of Korean Language and Literature at the National University class of 2018. This study used a quantitative research method. The sample in this study was students of Korean Language and Literature at the National University class of 2018 with a total sample of 114 respondents. The sampling technique used in this study is a non-probability sampling technique with purposive sampling method. The data analysis technique used is descriptive statistical analysis and simple linear regression analysis. In this study, it was found that the variable Song Joong Ki as a brand ambassador has a significant effect on the variable interest in buying Scarlett Whitening products the brand ambassador Song Joong Ki contributed 72.4% in an effort to influence buying interest for Scarlett Whitening products, while the remaining 27.6% was influenced by other variables not examined in this study