Language Of Advertising Research Articles

Wordplay in Spanish advertising discourse

The article comprehensively studies such a stylistic device as wordplay in advertising discourse on the example of the Spanish language. The main purpose of the study was to study the wordplay techniques in the Internet advertising banners, which in recent years have gained most popularity among potential consumers compared with other types of advertising, as well as to identify those that are most frequently used. The objectives of the study were to find, systematize and classify examples of wordplay, determine the frequency of their use, as well as their compatibility and reinforcement potential in conjunction with visual means. To achieve the goals set, a significant layer of Spanish-language advertising on the Internet was analyzed from both Spanish and Latin American sites; the most striking and illustrative examples were selected and classified, and ranked according to the frequency of their use. In many advertising banners on the Internet was revealed a reference to the cultural and social realities of Spanish-speaking countries, their national color, features, which allows one not only to better understand the realities of Spanish-speaking countries, but also the value orientations of local goods and services consumers. On the basis of the conducted research, it was found that the most striking and most commonly used wordplay techniques are dilogy and pun, whereas paronomasia, diaphora and folding word are less common. Quite rare in advertising are antimetaboles and acrostics, as well as palindrome, which is explained by their least expressiveness and attractiveness to the consumer. The material has proved that wordplay in the language of advertising is one of the key aspects in creating advertising texts on the Internet, since, in combination with visual means, this technique creates a strong emotional impact, draws the consumer's attention to the advertised product and contributes to its better implementation, which is the advertisers’ goal.

Communicative Adequacy of Linguistics Features Incorporated in the Design of the National Microfinance Bank Commercial Advertisements in Tanzania

This study investigated the communicative adequacy of linguistic features employed in the design of commercial advertisements for the National Microfinance Bank (NMB) in Tanzania. A qualitative research approach and an analytical research design were used. The study employed a population of 250 NMB commercial advertisements, six direct sales officers and a sample of 153 advertisements and three direct salespeople as the representatives of the entire population. A content analysis with an observation checklist for commercial advertisements was used to collect and analyze the sampled advertisements, whereas the interview schedule was used to collect data from NMB direct sales officers. The study concludes that NMB advertisers used a variety of features in their advertising language such as capitalization, different forms of lexicon and varying types of sentences in an effort to capture readers' attention and to impress readers with the quality of their products or services. In grammar perspectives, the language used flouted Grice’s maxims of effective communication. However, the viewers or readers could easily understand the meaning implied. The use of both English and Kiswahili facilitated communication in the country with linguistic diversity and the use of short sentences and phrases was the best strategy to facilitate readability much as the vocabulary used was extensive and vibrant. The study recommends that NMB designers should keep using graphology and layout of advertisements for they reinforce sufficient communication and arouse interests in readers. Furthermore, NMB should continue using code-mixing and code-switching for the strategies tend to effectively grab the attention of customers.

Cosmetics Advertisement Language through Discursive Psychology

This paper looked into the language used in the advertisement of anti-aging cream based on a discursive psychology approach. The language used in the advertisement mainly raises the women's interest, especially when they hear the word "anti-aging" to resist aging skin, although the old may not be manipulated. This discursive research psychology is the approach used to give an understanding of the discourse phenomenon to show the contribution of creating women's social activity for their lifestyle. The language used in the online advertising course was the research data in this research. The data collection is based on the language used in online advertising discourse based on five kinds of cosmetics advertisement and 12 carrier women with 30-45 years old who lived in Jakarta. The qualitative descriptive is used to explain the phenomenon and social phenomena related to advertisement discourse and women's needs; then, the data were analyzed based on the interview. This research finding shows that, firstly, the advertisement's implicit meaning encourages and drives customers' psychology to try cosmetics. Secondly, the advertisement language's explicit meaning is propagated and seems exaggerated. Thirdly, the advertisement language encourages customers to buy the product due to the social relation and lifestyle.

Newspaper advertisements as an indicator of verticalization

Comparing advertisements published in both the English and German versions of the Eureka Post, a newspaper from Eureka, South Dakota, this study explores one avenue of potential language shift under the verticalization model and aims to gauge external influences on this one particular community-controlled institution. By assessing advertising language in two parallel publications, external and internal community influences should be visible over time. If external factors are attributing to a shift of the print language from the community-dominant language (which is non-dominant in broader society) to the dominant language, this should be evidenced in an increase of advertisements in the non-dominant community language. However, the results indicate that at a time where verticalization processes are changing the publishing landscape in other areas of the Midwest, in Eureka, South Dakota, the opposite appears to be true. The community-dominant language, German, sees an increase in advertisements published in German and a decrease in those published in English.

Linguistic Glocalization as a Promotional Strategy by Multi-National Fast-Food Chains: A Case Of Pakistan

This research discusses that how international fast food chains use glocal strategies for promoting and localizing their brands in Pakistan. The major source, that these fast food chains use, is advertisements, and their focus is on the language of the target country. The purpose is to investigate the language of advertisements and how they use local language in special events of Pakistan, and thus promote their products through local language in advertisements. Qualitative research approach has been used for the analysis of advertisements and to answer the research questions. The concepts of universalizing and particularizing tendencies by Ronald (1980) and the theory of ‘Cultural Glocality’ by Fernandez (2009) with some modifications, have been used as a theoretical framework. For this purpose, top three international fast food chains such as, McDonald’s, KFC, and Pizza Hut have been selected. All the advertisements fromJanuary 2021 to June 2021 have been collected for this research. Findings reveal that international fast food chains are more popular in Pakistan because of the language they use in their advertisements to attract and convey their message to their customers. After analyzing the data, it is concluded that the main glocal strategies are the use of the local language(s), code switching, use of location, use of cultural and religious events and language features, which they exhibit through their advertisements. By using local language, they promote their products and at the same time localize themselves in Pakistan.

Liquid Wardrobes and Sensing: A Phenomenological Approach to Digital Perfume Communities

Abstract The fact that perfumes have been regarded as enhancing one’s appearance opens up questions about knowing and wearing fragrances. The connections between fragrances and fashion are being reviewed first according to the notion of embodiment as applied to the understanding of clothing fashion (Entwistle 2000, 2015); then, the lens of “mediatization”, as applied by Rocamora (2017) to grasp the contemporary entanglement of fashion and digital media, further serves to turn to digital perfume communities. These constitute an essential resource to the extent that they share experiences while producing data about wearing and collecting fragrances. By tracing the recent insurgence of perfume criticism and by mapping certain techniques of entering into relation with fragrances through community members’ perfume reviews as well, the study argues that their idiosyncratic and often artistic language is countering the impersonal language of perfume advertising; ultimately, the study suggests unravelling perfume consumption patterns via an aesthetics of attention.

공익광고 언어의 주제와 문장 변화 양상 연구

This study analyzes the changes in the subject and linguistic characteristics of print public service advertisements over 40 years and examines the change in persuasion strategies and expressions of public service advertisement language. First, looking at the change in the subject of public service advertisements in print from around 2000, the fields for social community and natural environment increased, and for economic and social themes it decreased. This indicates a change in the focus of social issues. Next, we examined the changes in a speaker’s attitude and persuasion strategy over time by analyzing the sentence length, calligraphy, and an analysis of ending. The number of words per sentence has been reduced by more than 20% over 40 years, The imperative sentence have increased, the propositive sentence have decreased, Hashibsiyo is decreasing and haeyo is increasing rapidly. The reason for this phenomenon is that the public service advertisement language is changing in a softer, non-deterministic, and subjective direction. This demonstrates that a change in the spirit of the times can be determined through the change of the subject and sentence type of the public service advertisements in print.

Insights into Teaching Figurative Languages in Poetry using Advertisement Medium: A Case study

Advertisements are used in foreign language teaching, but this genre is appealing rarely in literature teaching, particularly in poetry. Poetry is one of the interesting genres to teach in the classroom. The intention of teaching poetry is, at times, imbalanced. Teachers forget the significant role of poetry since the main focus is on the exam compared to understanding and interpreting the information. This paper examines the main arguments for using advertisements in poetry teaching to teach figurative language. This research article focuses on some of the appealing uses of figurative language in advertisements and how literature faculty could exploit them in the poetry classroom. This paper aims to examine the effectiveness of using advertisements and slogans as supplementary materials for teaching poetry and how the advertisements connect the content culturally and could help the students understand figurative devices’ implied and literal meanings. For this purpose, the data was collected from 120 students from 3 different semesters (2020-2021-Term-I, 2020-2021-Term-II & 2021-2022-Term-I). This study was carried out to analyze the effectiveness of teaching literary devices using advertisements. This study adopted a quantitative and qualitative research method. Based on the analysis of the study, it was concluded that the general impact of using advertisements as supplementary material in poetry teaching is highly positive, and it also has a great impact on student performance.

Syllable Variation Impact on Brand Name Preference

The current body of research in the language of advertising deals with the nature of segments, vowel quality, consonants, and vowel voicing, yet relatively little is understood about the impact of syllables on participants' behavior. This paper investigates syllable variation in brand names on customers' preferences in the language of advertising. A correlational-exploratory research design has been adopted. The instrument used to collect data was a questionnaire containing 40 fictitious brand names organized in two lists of 10 pairs. The first 10 pairs varied in terms of syllable type (open/ closed syllable), while the second 10 pairs varied in terms of syllable number (monosyllabic and disyllabic/ multisyllabic. The Participants were asked to choose from the first and second 10 pairs. Based on their responses, I calculated the Phi correlation coefficient (rφ) to determine the correlation between variations at the syllabic level and brand name preference. The results revealed that there is a strong correlation between syllable variation in brand names and participants’ preference with (p < .05) and (rφ=.436).In addition, participants preferred brand names containing open syllables. Moreover, Participants generally preferred disyllabic brand names. However, participants chose multisyllabic brand names over monosyllabic ones when choosing between the two. The obtained results have been very promising as they represent an initial step toward a framework that covers all variables in the language of advertising. Future work will concentrate on creating an exhaustive framework covering other stylistic and linguistic variables.

Semiotic Analysis of Three QSR Instagram Posts During COVID-19 Outbreak

The COVID-19 outbreak has impacted various aspects of human life, and this includes the economy. Therefore, businesses must address their survival promptly by implementing more aggressive and creative marketing methods that use social media platforms. Although touted as Malaysia’s top three quick service restaurants (QSR), the pandemic also affected KFC, McDonald’s, and Pizza Hut. Therefore, this research was conducted to investigate the advertisement language of these three brands’ Instagram posts. The paper intends first to study how text producers use linguistic and non-linguistic representations to position their businesses amidst the COVID-19 pandemic. Second, it aims to explain how specific language use, image, and style can bring about meaning to customers of the position of the brands during these trying times. The theory that underpins this paper is M. A. K. Halliday’s Social Semiotic Theory of Language (1978). Semiotic analysis was employed as an analytic tool due to its ability to foreground aspects that may not be noticeable in plain reading. The data for this study was collected from the Instagram pages of the three brands during the period of the first Movement Control Order (MCO) exercised in Malaysia from March 18 to May 3, 2020.

Factors in Planning Strategic Marketing Communication: Project Management Software

The aim of the exploratory study was to gain an understanding of the key uses and features from those who use project management software to better understand user benefits which in turn aids in choosing advertising language for specific target audience segments for better targeted marketing campaigns.

Arabic Advertising on Food Products and Beverages: A Stylistic Analysis dan Semantic Field

Background: Many foods and beverage products are currently using Arabic as advertisements to promote product contents and explain how to present them in a contemporary language style to make it easier for consumers from across countries.
 Purpose: This study aims to (1) describe the process of forming Arabic vocabulary advertised on food and beverage products and (2) find out the meaning and style of Arabic used in food and beverage products.
 Method: This study applies a stylistic and semantic field approach to library research. Primary data was collected and identified through seven product advertisements serving food and beverages. Data were analyzed descriptively through the identification of vocabulary, analysis of the use of advertising language style, and variants of meaning.
 Results: The results of this study indicate that there is a similarity in the use of imperative sentences in the manner of presenting products, the advertising language used to explain how to present food and beverage products always uses the style of uslub al-Amr (command word) to do something. In addition, the word forms used have ten different meanings according to the context of the sentence.
 Implications: The results of this study have implications for acquiring new Arabic vocabulary with contemporary advertising language styles, which can be done by studying product presentation instructions.

PENGGUNAAN BAHASA IKLAN DALAM PROMOSI DESA WISATA DI KABUPATEN SUMBAWA PROPINSI NUSA TENGGARA BARAT

The purpose of this study was to describe the use of advertising language in the promotion of tourism villages in Sumbawa district, West Nusa Tenggara province. Methods This research is using qualitative methods. Data collection techniques used through observation, interviews and documentation. The data analysis technique used the theory of Miles and Huberman, namely the technique of reducing, displaying data and verifying data.The results of the analysis, the use of advertising language in tourism promotion which consists of four tourist villages in Sumbawa Regency includes, (1) The use of advertising language in the promotion of Agal waterfall tourism in Marenteh village, shows language that is informative and language that is evocative and language is persuasive. (2) The use of advertising language for Liang Petang Cave tourism in Batu Tering Village is the use of advertising language that is persuasive and informative. Furthermore, the mysterious burrow buccal tourism advertisement in Marente village, the use of advertising language used is persuasive. (3) The use of advertising language in the promotion of Gili Bedil Island tourism in Labuan Bajo village is an informative advertising language. (4) The use of the language used in the promotion of Moyo Island tourism in Labuan Aji village is an informative advertising language.

PENGGUNAAN BAHASA IKLAN DALAM PROMOSI DESA WISATA DI KABUPATEN SUMBAWA PROPINSI NUSA TENGGARA BARAT

The purpose of this study was to describe the use of advertising language in the promotion of tourism villages in Sumbawa district, West Nusa Tenggara province. Methods This research is using qualitative methods. Data collection techniques used through observation, interviews and documentation. The data analysis technique used the theory of Miles and Huberman, namely the technique of reducing, displaying data and verifying data.The results of the analysis, the use of advertising language in tourism promotion which consists of four tourist villages in Sumbawa Regency includes, (1) The use of advertising language in the promotion of Agal waterfall tourism in Marenteh village, shows language that is informative and language that is evocative and language is persuasive. (2) The use of advertising language for Liang Petang Cave tourism in Batu Tering Village is the use of advertising language that is persuasive and informative. Furthermore, the mysterious burrow buccal tourism advertisement in Marente village, the use of advertising language used is persuasive. (3) The use of advertising language in the promotion of Gili Bedil Island tourism in Labuan Bajo village is an informative advertising language. (4) The use of the language used in the promotion of Moyo Island tourism in Labuan Aji village is an informative advertising language.

Phraseological units as components of pun in advertising slogans (on the material of the German language)

The article examines mechanisms of building up puns in phraseological units in German advertising slogans. The online portal Slogan.de serves as the source for the language material and represents an extensive electronic database of slogans. The material of the electronic archive Slogan.de is presented on the examples from 35 economic branches. The aim of this study is to analyze the processes of building puns through the interaction of phraseological units within the pragmatic aspect of advertising texts, as well as the systematization of these processes. The relevance of the article is based on the fact that phraseological units are the object of special interest to linguists due to their variability. Phraseological units are also considered in this article in the paradigm of such a social and pragmatic phenomenon as the language of advertising. Advertising is designed to influence its recipient − to call for action, to convince, to waive objections. An advertising slogan has an even more specific purpose. Being a pragmatically oriented phenomenon, the slogan has its function to express the company’s philosophy as concise as possible, to evoke an emotional response and ensure its memorability. The slogan contains a complex of unique linguistic solutions and is mainly related with a deviation from the norm and building up a wordplay. Phraseological units also have a wide cognitive and linguapragmatic potential. They allow puns into their structure due to their variability. Methods of continuous sampling and semantic analysis were used. The paper analyzes and systematizes the main methods of constructing puns in phraseological units in their direct relationship with the extralinguistic context. The selected examples were divided into two main types of mechanisms: puns built up by changing the word and syntagma (at the phonetic, morphemic, lexical and syntactic levels) and puns built up without changing the word and syntagma. The paper states that a pun is closely related with the context of the advertising slogan and information about the product advertised.

What can analysis of 47 million job advertisements tell us about how opportunities for homeworking are evolving in the United Kingdom?

AbstractUsing an extensive database of job adverts, we investigate the extent to which homeworking is likely to continue. We track how advertisement language has evolved to indicate homeworking opportunities and how the characteristics of jobs offering these opportunities have changed, including a greater degree of polarisation in opportunity by salary.

Educating by slogans: Rhetoric and dominion in educational neoliberalism

Over the last couple of decades, the neoliberal educational agenda has affected educational practices and schooling purposes worldwide. As a result, all of the features of education have been profoundly affected by such a shift. While there has been work done on what neoliberal mindset is and how and why it affects all levels of educational policies, less has been said about the language of educational neoliberalism, its penetration and its—problematic—affinity with advertisement language. Specifically, in this paper I contend that reports, publications, speeches, and videos of powerful educational institutions (e.g., the OECD, the US Department of Education, and the European Commission), display a problematic similarity—if not equivalence—with commercials from famous brands (e.g., Nike, BMW, Puma, and Panasonic). By focusing on several documents from very influential ONGs and Departments of Education, and by highlighting statements and keywords contained therein, I display how it is virtually impossible to recognize which statement is from, say, OECD or US Department of Education, and which one is from such famous brands—Adidas or Audi. Such an issue begs the question as to how the actors of education—teachers, students, educators—should think and enact their roles and how they should live the concrete practice of education within a landscape shaped by such a rhetoric. In other words, what is the image conveyed by this uniform language and, in turn, what are the projects, dreams, desires, and understandings that such rhetoric underpins and arouses?

пиар; сквозной персонаж; речевая характеристика; стилистические средства выразительности; идентичность; карьера; профессиональный

A lot of research is devoted to both the language of advertising and politics and a character`s image in the works of fiction, respectively. However, some issues related to the specificity of PR officers' work regarding public relations as a separate form of business different from advertising or marketing practices might require some clarification. In the present article the author concentrates, in particular, on the determination of types of stylistic means and other means of artistic expression in the speech of a particular character, as well as on the formation of speech portrayal of a specialist in the field of public relations. In addition, the article concerns itself with considering the functions of such specific linguistic and phraseological units, and stylistic, syntactic and graphic means that may be typical of the speech of the same character in several novels by Christopher Buckley. Using the material of such novels as ‘No Way to Treat a First Lady’ and ‘Thank You for Smoking’, the author seeks to analyse Nick Naylor’s speech in order to see how consistently his speech portrayal is constructed in the two novels and to what extent his profession defines him as a person. As far as the theoretical background of the article is concerned, the author relies on and does research into the following issue: is it possible to challenge the research results stating the correspondence of a character’s speech characteristics to his work environment and employment sphere? In addition, the author gives credit to the research of the Russian linguists for investigating philological aspects of advertising texts production and word play.

Denotation and Connotation in Beauty Advertisement: Implication for the teaching of Semantics

Advertising language sets an important role in conveying the purpose of influencing the consumers. To advertise a beauty product, the choice of words representing the concept of beauty becomes the first concern. This study aims to examine the types of meaning of the words used in a beauty product advertisement. To interpret the lexical meaning in beauty product, the method used in this study is descriptive qualitative analysis on six beauty products, particularly the hand body lotion product by Nivea company. The data were analyzed through Leech theory. The result showed two types of meaning in the body lotion products, namely the denotative and connotative meanings. Denotation occurs more in all of the product compared to the connotative meaning. The implication of the finding contributes to the teaching of semantics to enrich the understanding of the perspective of Leech theory in lexical meaning.

How do morning and friendly ads influence mobile advertising? A mediation perspective using appraisal theory

ABSTRACT Mobile advertising accounted for 137 billion dollars or 55% of 2021 U.S. total digital advertising expenditures. Delivery time and tone of language in advertisements (ads) are two little explored characteristics in mobile advertising. This paper examines how morning delivery and the use of a friendly language tone in ads are related to customer purchase intention. Based on survey data from the U.S. population, morning ads with a friendly tone are less irritating and positively influence customer attitude toward mobile learning from the ads, which result in increasing consumer purchase intention. In other words, morning and friendly-toned ads have a positive indirect impact on purchase intention. This research contributes to the body of literature on mobile marketing by providing empirical evidence on the value of delivery time and language tone of mobile communication because such delivery avoids irritating users and increases purchase intention. The developed research model is supported by the appraisal theory of emotions.