Language Of Advertising Research Articles

Linguistics Devices’ Appreciation in Semarang’s Online Cuisine Advertisement Text

Persuasive communication can be found in advertisement language. Creating advertisement that attractive, right on target, and effective in attracting potential customers, is a must to win the competition. An advertisement must be able to present everything that is smart, innovative, and must also be different in a unique sense compared to the others. This article specifically explores the appreciation devices in Semarang’s cuisine advertisement text phasing on the internet. Appreciation is one of the choices from the attitude aspects that part of appraisal system. Data in the form of attitudinal lexis were collected from online advertising texts which promote foods in Semarang. The method of providing data using the observation method. The basic technique used is the tapping technique. Meanwhile, the advance techniques used are the free, active, proficient listening technique and the note – taking technique. The data analysis in this study used a separate method. The basic technique used is the technique for direct elements, while the advance technique uses the lesion technique and the dressing technique. The results of the discussion show that the appreciation used in the Semarang’s cuisine advertisement texts on the internet is positive appreciation.

Analysis of Presupposition in Cosmetics Advertisements

Pragmatic presupposition focuses on the study of the relationship between the speaker and the hearer at the time of communication and the language they used. It can effectively serve advertising language from the linguistic field. In other words, pragmatic presupposition can meet some of the requirements of the advertisements. Nowadays people confront a variety of commercial advertisements, such as food advertisements, drink advertisements, digital product and cosmetic advertisements, etc. In fact, advertising language is the core factor which determines the success or failure of one commercial advertisement. Most domestic and overseas scholars have studied advertising language through cooperative principles，rhetoric and systemic-functional grammar, etc. However, they do not pay enough attention to the pragmatic presupposition manifested in both Chinese and English cosmetic advertisements. Therefore, this paper conducts a comparative study based on previous studies of pragmatic presupposition with new data. The data analyzed in this study are taken from some major fashion magazines in America, United Kingdom and China, such as VOGUE, Cosmopolitan，Trends health，etc. These cosmetic advertisements were advertised in the recent 20 years. Through the analysis, it is found that there is no significant difference between Chinese and English cosmetic advertisements in terms of types of pragmatic presupposition manifested. Both Chinese and English advertisers mainly adopt four types of pragmatic presupposition: existential presupposition, factive presupposition, state presupposition and behavior presupposition, and state presupposition takes up the largest proportion. The present study provides a more comprehensive analysis of pragmatic presupposition and classification of it. In addition, the results of this study also could help advertisers and consumers increase their mutual understanding.

Tools & Techniques used in the Language of Advertisements: A Linguistic Analysis of Indian TV Commercial Ads

Tools & Techniques used in the Language of Advertisements: A Linguistic Analysis of Indian TV Commercial Ads

The language of luxury fashion advertising: technology of the self and spectacle

PurposeUbiquitous Internet access and social media make visual consumption possibly the most vital characteristic of the experience economy. A cumulative, integrative framework for the analysis of visual artefacts has thus been called for as existing analytical tools and theoretical frameworks (such as semiotics, discourse analysis, content analysis, iconography, rhetoric and so on) each provide in isolation only a restricted perspective. To advance best practice towards shaping brand perception and consumer engagement, this paper provides a crucial analytical tool to uncover the unique and specific characteristics of identitary luxury fashion brand discourse by introducing and applying such an integrative framework.Design/methodology/approachA rigorous grounded theory approach was applied to a corpus of primary data, print advertising in Vogue (UK and US) and Vanity Fair (UK). Outcomes were distilled to first principles of meaning-making and aggregated in a framework which also integrates long-existing classics from diverse fields of knowledge to present a broad cumulative perspective for the analysis of visual discursive practice. This paper demonstrates the methodological rigour and validity of the framework, that is, its practical adequacy and explanatory power in uncovering the identitary brand discourse of luxury fashion.FindingsAn application of the integrative framework breaks new ground in uncovering the discreet identitary characteristics of the discursive practice of the luxury brands under investigation, Chanel and Gucci, which can be encapsulated as gendered technology of the confident self (Foucault) and spectacle (Debord), respectively.Research limitations/implicationsTo advance theory that illuminates understanding and shaping of brand perception and consumer engagement with luxury fashion brands, the proposed framework is the first to integrate insight from a rigorous analysis of primary data with long-existing classics from salient fields of knowledge. It, thus, provides a broader, more inclusive perspective that elucidates the multifaceted layers of meaning of luxury fashion discourse in a new and comprehensive way which existing approaches with focus on an isolated dimension such as semiotics or nonverbal behaviour and so on would not have been able to reveal.Practical implicationsThe inclusive, practicable theoretical framework provides a parsimonious and practical tool that can be applied by non-experts across disciplines to unlock meaning in fashion discourse as a route to shaping brand image and engaging consumers.Originality/valueThe paper provides a new perspective on the communication practice of luxury fashion advertising as the new integrative framework illuminates layers of meaning crucial to understanding the intricacies of identitary brand discourse and to shaping brand perception and engaging consumers.

The Structure of Advertisement

The purpose of this task is to analyze how the text should be written in the advertisements. Advertising is the best way to realize communication between the consumer and the company that sells the product. Therefore, It is important to study the sentence structures made in advertisements. Ads are remembered by consumers, being those short sentences, simple and very close to their language. At the beginning of this task are given theories on the language of advertising, after that I illustrated them with examples. As an object of this study of the language of advertising I have defined the advertising of five large stores in Kosovo and Albania. These stores offer the same products and services. This paper is very modest, and it has a lots of gaps that need to be filled, so whoever is reading it I hope that gets motivated to develop it further.

Ieskats drukātās reklāmas vēsturē 20. gadsimta 30. gados: daži Liepājas piemēri

Historical advertisements and their language reflect tendencies and activities of the particular time period. When studying historical advertisement and its language, certain skills are required nowadays in order to understand the peculiarities, usage and significance of the language of the time. Advertisement is the source of history of its time, and its research provides an insight into both the history of the particular place, the city and the society of the time, its habits and values. Also, the political history of the age leaves an impact on the content of the advertisement. In its turn, comprehension of the language is a significant factor, as the text dominates in historical advertisements, and there are few pictures. An insight into the history of printed advertisement proves that a concise “text of advertisement” had to be created in order to get the advertisement printed in a publication, naming and advertising a particular product or service, it was important to show the information where the particular product could have been bought. The aim of the article is to provide an insight into the history of printed advertisement, using advertisements published in Liepāja publications during the 30s of the 20th century, mostly paying attention to the language of advertisements. In the article, the language of origin and problems of printed advertisements of the 30s of the 20th century have been analysed; differences in the language application have been studied comparing them with advertisement language nowadays. Analysis of literature and other resources, students’ surveys, and expert interview methods have been used to achieve the aim of the article. Research methods have been used in order to understand texts of old advertisements as resources of historical evidence, to study the written language of the time, as well as to understand that the advertisement of the time in the language context differs from the modern advertisement language and also from the Latvian literary language in general. It has been concluded that the Latvian language in the course of time is changing and developing. The language used in advertisements is simple; in order to attract attention, the superlative degree of adjectives is used. Advertisements are printed in black-and-white; the effect is achieved with bold letters and font size; the personification of the advertisement is common. Nowadays, youth can perceive the historical advertisement and be surprised that it was also used earlier in order, e. g. to attract customers to products. Some similar advertising slogans can be found that are still used nowadays. However, some difficulties are encountered when reflecting on the language of the time – separate words, expressions, also the applied orthography, as well as the old (Gothic) print. Youth justify difficulties of text perception with language development in the course of time, application of archaisms; they see the impact of the German language. The text of advertisements seems simple, even primitive, topical; it is an offer of practically applicable things. Nevertheless, the expert interviews confirm that the impact of a foreign language can be noticed in the advertising language, forms, words that are not used in the modern Latvian literary language any longer. To sum up, the authors of the article think that the research of the advertising language in the context of history is essential. Also, nowadays, when the digital marketing has developed, the issue about the communication with the consumer is still topical from the advertising point of view, and also the language application and content are important – what and how we want to say to consumers.

ANALISIS PEMAKAIAN BAHASA PADA IKLAN PRODUK MINUMAN DI TELEVISI

This study aims to describe the use of language in advertising beverage products on television. The method used in this research is descriptive qualitative. The implementation of research refers to the design of language analysis techniques, namely the provision, analysis and presentation of data. The data is provided using the interview method and note taking technique. The results of the study found that in general the use of language in advertisements uses speech acts that state something (locution), provide information that interests the public (localization) which impacts to encourage them to use the advertised product. In addition, advertising also utilizes the implicative speech by packaging information presentations that implicitly invites people to buy or use the product.

Optimalisasi Penggunaan Konten Bahasa Iklan yang Menarik dalam Membangun Kembali Bisnis di Era New Normal

In its development, small businesses that have been running in the acacia road area, are relatively well run and much in demand by the surrounding community. However, COVID-19 pandemic forced small businesses to temporarily stop their businesses. As a result, the business climate has become sluggish and devoid of trading activities. With the vacuum caused by the pandemic, when small entrepreneurs want to reopen their businesses, a special strategy is needed to be able to attract buyers' interests so that businesses in the new normal era can run smoothly again. So that this community service was built to provide training to small entrepreneurs on the acacia road, to be able to optimize the use of good and attractive Advertising language to achieve the objectives in the above exposure. The method used in optimizing businesses in the new normal era through optimization of advertising language content is the pattern of assisting small entrepreneurs in creating product/service banner advertisements, FGDs and core activities in the form of training in making good advertisements in the form of banners to attract consumers' interest in buying products/services offered.

Multiple Identities and Non-Prototypicality: Intersectionality at Work

Everyone has multiple social identities that influence the way they are perceived and treated and, in turn, how they perceive and respond to their social worlds at work. To date, research has tended to focus only on one identity at a time. The papers in this symposium investigate how different combinations of multiple identities affect a variety of outcomes at work, from biases and beliefs to recruitment, fundraising, and perceptions of speech and discrimination. This symposium has three goals: (1) to shed light on emerging theory on intersecting social identities, (2) to present innovative scholarship about how multiple intersecting social identities affect how individuals negotiate their workplaces and what treatment they receive, and (3) to create space for complicating the conversation about diversity and inclusion in order to examine the complexities of intersectionality and non-prototypicality. Black Women’s Experiences of Mistreatment and Withdrawal Presenter: Kathrina Robotham; U. of Michigan Presenter: Veronica C. Rabelo; San Francisco State U. Presenter: Courtney Lynn McCluney; U. of Virginia Darden School of Business Presenter: Kelsie Thorne; U. of Michigan Invisible Discrimination: Divergent Implications for the Non-Prototypicality of Black Women Presenter: Rebecca Ponce de Leon; Fuqua School of Business, Duke U. “Geeky” Rules of the Game: The Effects of Nerd Masculinity on Entrepreneurial Funding Presenter: Soojin Oh; Pennsylvania State U. Presenter: Aparna Joshi; Penn State Smeal College of Business Do White Women Get Away with Racist Speech? The Effects of Identity on Perceptions of Speech Presenter: Barnini Bhattacharyya; Sauder School of Business, U. of British Columbia Presenter: Jennifer L. Berdahl; U. of British Columbia Re-Aligning Multiple Identities by Tweaking Job Advertisement Language Presenter: Joyce He; U. of Toronto Presenter: Sonia Kang; U. of Toronto

FEMINIST CRITICAL DISCOURSE ANALYSIS TO THE LANGUAGE USE AND DISPLAY IN WHITENING COSMETIC PRODUCT ADVERTISEMENTS

The language used in the advertisement can reflect social and cultural perspectives. Specific words and sentences used by the cosmetic company can attract the consumer's desire to buy and consume a product. The language can also change someone's perspective about life and lead them to experience new knowledge of life. The cosmetic product has changed woman's perspective toward the standard of beauty. The beauty standard is submitted through the persuasive language and the display of a beautiful model in the advertisement. It is a common issue that the concept of being a beautiful woman is to have white and glowing skin. Because of this, women buy and use many whitening products to beautify themselves. The language of advertisement 'colonizes' woman and kills the concept of a woman's nature. It subordinates some women who keep their natural look by not using any whitening products. However, a woman should be aware of this problem, which is not to be affected by the language of the advertisement so that they can accept themselves for who they are. Feminist CDA helps this research to analyze and criticize the beauty standard that has been put to women through the language. In the end, woman's awareness is needed to resist gender-stereotype, the beauty standard, constructed by society.

공익광고 언어의 내용 구조와 문체적 특성 연구 -2010년∼2019년 TV 광고와 인쇄 광고를 중심으로-

공익광고 언어의 내용 구조와 문체적 특성 연구 -2010년∼2019년 TV 광고와 인쇄 광고를 중심으로-

LEXICAL FEATURES OF ENGLISH ADVERTISEMENT TAGLINES DURING PRIME TIME

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

A Study of English-Chinese Translation of Commercial Advertisements under the Background of “Internet +”

Under the implementation of the national strategy, “Internet +” is closely integrated with various traditional industries and has become one of the main driving forces for the economic development of the industry. For industrial development, “Internet +” provides technical tools, basic platforms, and link elements for building an ecosystem. The translation of commercial advertisements between English and Chinese is an important part of the language service industry. It is a major member of the cultural industry and guarantees the demand for commercial advertisement language services under the “Belt and Road” strategy in China. The combination of “Internet +” and commercial English-Chinese translation can promote the transformation and upgrading of commercial English-Chinese translation services. When translating commercial advertisements between English and Chinese, it is not only just a simple conversion of corresponding code symbols, but also needs to comprehensively consider the language background of national culture, customs and social development. In the context of “Internet +”, the translation needs to reorganize the original information on the premise of ensuring that the semantics are basically equivalent and the functions are similar. With the help of modern computer network technology and cloud computing platform technology, this article builds an Internet-based translation platform to provide support for the translation, thereby achieving good translation results.

Gender Specific English Advertisements

Advertising is a worldwide phenomenon nowadays that has gained the attention and interest of a large number of individuals in different societies around the world. Advertising is not only an “ideal tool” for reaching people economically, but also a device of attaining and maintaining contact with people socially, culturally, politically and even psychologically. As men and women perceive various social phenomena and often react to certain situations in quite distinct ways, it is also vividly expressed in the ways they perceive the effectiveness of advertising language. This is also conditioned by the fact that men and women create different imagery from the advertisements they see. This confirms the fact that ad specialists should analyze how they choose the target viewers and what language they should use to focus on them. Thus, gender is one of the main segmentation variables for the advertiser, and a significant factor that makes it interesting to advance the study of how gender differences are manifested in the language of advertisements.

Mizoginija i seksizam u reklamama na srpskim televizijama

The subject of this work is misogyny and sexism in television commercials that abound in gender stereotypes. The analyzed corpus consists of advertisements broadcast in Serbia on television networks with national coverage between autumn 2018 and summer 2020. An attempt is made to explain, from a feminist point of view, with what linguistic and persuasive resources a certain degree of gender discrimination is created in television commercial videos. The objective of this work is to facilitate the evidence of the existence of misogynistic and sexist discourses and visual effects in television advertisements through a qualitative analysis of the corpus of the chosen advertisements, even when an emancipatory attitude appears to be propagated with respect to the issue. female. In addition to sexism and stereotypes, the presence of discrimination based on age and social status is analyzed. It is investigated how the language of advertisements reflects the social order and manifests typified and stereotyped social relations and whether, even when it formally affirms otherwise, it only corroborates already established gender roles. The results of the analysis prove that the advertisements have a very powerful psychological and social effect and that they create the preferred models of behavior and ideologies.

Хумористичка реклама као фрагмент медиорекламне слике света (на плану руског и српског језика)

The article examines the characteristics of Russian and Serbian humorous advertising in the light of the general media advertising and linguistic picture of the world as one of the features of modern research in linguistics, journalism, and media theory. The phenomenon is observed from the point of view of the influence of the advertising language on the consciousness and everyday life of modern consumers. The language of advertising reflects modern phenomena in the social and cultural life of society, and also creates a new meaning that determines the behavior of most people. Thus, advertising as a more aspectual phenomenon attracts the attention of researchers in various fields of science, including linguistics, journalism, sociology, and psychology. The subject of our research is contemporary Russian and Serbian humorous advertisements available on Russian and Serbian TV programs, the Internet and state media.

THE IMPORTANCE OF CULTURE IN ORDER TO MAKE A GOOD ADVERTISEMENT IN TRANSLATION (Foreignizing and domestication in product advertisement)

This research deals with the importance of culture in translation to make a good language of advertisement. Its objective in language of advertisement that has no role in makes an advertisement. The result of this research is knowledge of the advertiser still low and limited understanding to make the language in advertisement. This research has a functional to another advertiser that want to make a good advertisement in foreign language certainly.Key words: importance, advertisement, culture in translation,

Assessing the Uniqueness of Indigenous Language in Advertising: Analysis of Figurative Language Used in Selected Telecommunication Yoruba Advertisement in Nigeria

In this paper, the researchers look at the uniqueness of indigenous language and how figurative language is used to communicate meaning in telecommunication Yoruba advertisements. There are four major telecommunication operators in Nigeria- MTN, Airtel, GLO and 9 mobile. The highest two operators with active subscribers-MTN and Airtel were chosen for this study. All MTN Yoruba advertisements and all airtel Yoruba advertisements were the population of the study. Through random sampling, MTN Smart Recharge advertisement and Airtel Goody bag advertisement were the sample. The qualitative textual analysis was employed to examine the figurative languages used in MTN Smart Recharge Yoruba advertisement and Airtel Goody bag Yoruba advertisement. The researchers found that 12 figurative languages were used and described in 25 presentations (Metaphor, allusion, symbolism, eulogy, sarcasm, pun, anaphora, repetition, hyperbole, simile, alliteration, rhetorical question) in the two selected advertisements. We, therefore, recommend among others that advertisers, not just telecommunication companies should pay serious attention to the use of figurative language that can attract the audience to their services and show the uniqueness of indigenous language.

The Language of Advertising in English Sport Magazines

Advertising plays a crucial role in our reality. It invades our lives through TV screens, radio frequencies, the pages of newspapers and journals. Being a unique phenomenon in our reality, which is designed for thousands of readers, listeners, viewers, it has given birth to different approaches and opinions. Advertising is a rapidly developing phenomenon, quick in responding to major and minor changes in the social life. Today it has penetrated into sports as well. Sport is a big business and many companies use sport as a means of publicizing their product. Thus, the present paper intends to study sport ads with the aim of presenting them as a register standing out for uniqueness, containing a small scale plot which aims to draw the attention of the reader to the phenomenon. Usually such small texts use the names of world famous sportsmen which immediately attract attention. In sport ads the plot usually includes certain qualities which demonstrate the skills of a given sportsman, and the object is advertised through creating a text which is combined with illustrations of the very object.

Emotions and language in advertising

AbstractIt is widely acknowledged that advertisers employ primarily two types of persuasion strategies—rational vs. emotional—to persuade consumers to buy their products. While a rational appeal is driven by information processing by the conscious mind, in contrast, an emotional appeal is propelled by the unconscious mind or gut‐feeling(s), which has its own rewards and risks. The main goals of this paper are two‐fold: (1) to present a mechanism of encoding and decoding emotions rooted in the language; and (2) to identify linguistic markers and strategies of an emotional ad. In addition to imagery, the role of language in emotional advertising is undisputed. A linguistic analysis of monolingual as well as bilingual/multilingual ads is performed to show how language regulates desired emotional effects, identities, and appeals.