Advertising Text Research Articles

Образ учителя в немецкоязычном и русскоязычном дискурсе трудоустройства (на материале объявлений о вакансиях)

This article is devoted to a comparative analysis of the representation of the image of a foreign language teacher in the employment discourse in two linguistic cultures. The relevance of the research topic is due to transformations in the educational sphere, the trend towards increasing the importance and prestige of the teaching profession in the Russian society, as well as the need for competent training in intercultural communication skills in the modern world. The purpose of this article is to identify the content components of the teacher’s image and the features of their representation in job advertisement texts. The research material was Russian and German job advertisements for foreign language teachers in the amount of 300 texts. The methodological basis of the study is the cognitive and discursive paradigm. In accordance with the goal, the comparative analysis method was used in the work. The authors believe that in the Russian linguistic culture one can distinguish the image of a secondary school teacher and a teacher or tutor in private schools. Consequently, the content components of the image, which include professional competencies, personal qualities, and working conditions, will differ: a private school teacher is presented as a creative, motivated teacher who is provided with both methodological support and various digital tools. A secondary school teacher is a person who performs not only pedagogical tasks, but also organization and management work. A comparative analysis showed that in the German employment discourse, a teacher is, first of all, a “team player.” The main difference between the images of a teacher represented in German job advertisements is the so-called “gender neutrality”. In the Russian employment discourse, a trend has been noted towards the transition of foreign language teaching to an online format. In the pragmalinguistic aspect, in both linguistic cultures, age restrictions are revealed through an informal address to a potential employee, while in German job advertisements, emotional and evaluative vocabulary explicates the employer’s interest.

Impacts of Cultural Biases on the International Advertising Translation

The translator's role is, by definition, to transfer the linguistic and iconic meanings of the text from one language to another, but during the translation process the translator's attitudes, judgments, prejudices... come into play. These are cultural biases linked to the socio-cultural context in which he was raised. Therefore, we can say that the translator's cultural biases largely affect, on the one hand, the production of the text; and on the other hand, the process of the receiver’s involvement in the construction of the meaning of the message. Thus, the translator is given a great deal of leeway to fill in the gaps and spaces in the original text. On the other hand, the reader's knowledge and cognitive faculties allow him to give interpretations to the received text. In this article, we have shown to what extent the cultural biases of both the translator and the reader impact the production of meaning in the advertising text. The object of the study is a corpus of advertising messages of international brands. The methodology adopted is based on an analytical and comparative approach that allows us to shed light on the main manifestations of these biases, as well as the problems and pitfalls that the translator faces when transferring the meaning of the texts in the original language into the target language.

Visual Rhetoric of Ultra Milk X ITZY Advertisement on Youtube Media

The advertising industry in Indonesia currently uses many brand ambassadors from South Korea. Ads that use visualizations from South Korea are effective in increasing sales of local products and the image of these products. The purpose of this study is to analyze the meaning of messages and visual images displayed by advertisements in campaigning #DontStopYourMove in collaboration with Korean idols ITZY on YouTube social media for the younger generation. This research uses a critical paradigm through descriptive qualitative research methods to identify data and analyze the visual text of advertisements with observation steps through scenes in advertisements. This research uses the rhetorical triangle approach and the AISAS Model communication flow. This research aims to interpret the meaning of the message in the advertisement and analyze the visual image and analyze the audience's activity of interest in the Ultra Milk advertisement to see the position of the advertisement and ITZY brand ambassador who promotes Ultra Milk milk products and campaigns #DontStopYourMove. The results of this study show (1) The meaning of Ultra Milk's advertising message is for young people who have a lot of activities to consume milk as a nutritional companion, becoming a generation that "Don't Stop Your Move to be Unstoppable Generation, (2) The visual image built by Ultra Milk in collaboration with ITZY is expected to make the audience like Korean idols who have unique characters, enthusiasm, different and actively moving, (3) The advertisement gets the attention of the audience through brand ambassadors, visuals and products.

Using British and American аdvertising texts in teaching English to students of a technical University

The article analyzes one of the modern trends in the methodology of teaching foreign languages – the use of combined and text advertising as a means of teaching English at a technical university. Advertising texts contain a wealth of material about cultural realities, reflect the value system of a foreign-speaking society, thus providing access to information about traditions, customs, historical facts and much more. Due to this, they can be used as one of the most effective resources in teaching foreign languages. Such texts can be used in a variety of educational situations for various purposes. Advertising texts are suitable for solving a wide range of methodological problems. The subject of this article is to study the use of advertising texts in foreign language lessons. The following methods were used in the work: descriptive, the method of contextual analysis, elements of component and logical-semantic analysis, the method of field structuring, as well as pedagogical methods. The scientific novelty of the research results is determined by an integrated approach to the study of vocabulary of an advertising text, taking into account its phonetic, grammatical and morphological characteristics. This study defines the role of advertising texts for society at the present time, lists and describes the main components of an effective advertising text, as well as the linguistic means used by advertisers to increase the effectiveness of advertising texts. The article presents examples of lexical, stylistic and grammatical techniques based on the material of American and English advertising texts of popular brands. The practical significance of the work lies in the possibility of using the results obtained in lexical practice, as an educational material in English classes. These materials will help the teacher to diversify and modernize the content of practical English classes at a technical university.

EXPLORING CROSS-CULTURAL COMMUNICATION TACTICS: A STUDY OF ADVERTISING TEXTS ON THE EXAMPLE OF RUSSIAN, ENGLISH, AND ARABIC LANGUAGES

The study aims to acknowledge the communication tactics in the advertising texts used to implement strategies in the light of Russian, English, and Arabic examples. The paper considers the concept of advertising texts and the implementation of communication strategies into advertising texts, as well as highlights the main tactics, like "minus" tactics, positive presentation tactics, slander tactics, provocation tactics, warning tactics, deflecting or rejecting criticism tactics, cooperation tactics, motivation tactics and promise tactics. The study applies the methods of contextual and content analyses of advertising texts with reference to the methods of implementing communication strategies through text analysis as well as the advertising text. Results in describing the communication tactics and the language means that realise each tactic correspondingly.

ANALYSIS OF NEEDS FOR DEVELOPING TEACHING MATERIALS FOR WRITING ADVERTISING TEXTS BASED ON ANDROID PLATFORM APPLICATIONS FOR CLASS VIII STUDENTS

This research is motivated by the low ability of students to write attractive advertising texts. This is because the teaching materials available in schools are not yet able to facilitate students being able to write text advertisements well. The research carried out in this study was descriptive qualitative research, namely to describe students' needs for teaching materials that suit the students' needs

Integrating Culturally Responsive Teaching (CRT) and Pancasila Students’ Profile Strengthening Project to Teach Advertisement Text in Senior High School

On teaching advertisement text, the teacher found the opportunity to make students enthusiastic to learn advertisement text, namely by integrating it to Pancasila students’ profile strengthening project with the theme of entrepreneurship. This integrated educational approach is put into practice by pre-service English teacher of Teacher Professional Education program at Public Senior High School 14 Semarang on teaching advertisement text. The implementation of CRT optimized the theories of Gay (2018) and the strategy from Irizarry(2015). The researchers focused to map the local wisdom culture especially the traditional food of Central Java province, Indonesia. The aim of this study was to use the CRT approach to teach advertisement text by doing the collaboration with P5 project. In light of this, the qualitative descriptive technique was chosen for the research design. The populations of this study were 10th grade students of Public Senior High School 14 Semarang. The samples used in this study were 10th grade students of Public Senior High School 14 Semarang at X-9 class. The results of this research mentioned five stages namely preparing and conditioning the class, explaining the local food branding, presenting the draft of local food advertisement target, monitoring the progress, and performing the outcomes. This research also revealed that the integration of CRT in English subjects, especially advertisement text with Pancasila students’ profile strengthening project successfully encourage the cultural sensitivity, especially traditional food. The teacher favorably acts as a facilitator who knows and assesses the mapping of the students’ original culture.

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

Don’t Take It Personally: An Empirical Investigation of Consumer Responses to Explicit Targeting

Firms increasingly use consumer information to target and personalize communication with consumers. This paper focuses on explicit targeting, a practice where firms saliently (yet subtly) reveal the information used to target consumers in their advertisement text. How to craft ad messages to convey product benefits without triggering privacy concerns is a nontrivial task. Results from a field experiment reveal that consumers respond negatively to explicit targeting, yet such a negative effect can be partially alleviated by using hedonic instead of utilitarian information framing. In a controlled online experiment, we show that explicit targeting increases consumers’ privacy concerns relative to the perceived benefits of personalization, leading to less positive consumer responses. Interestingly, an extension of the online experiment suggests that providing consumers with a clear description of why they are targeted seems to offset the negative effects of explicit targeting. This study offers important academic implications for the personalization literature and valuable practical insights for firms and policymakers.

Advertising discourse as modelling and semiotic activity

The article is aimed at analysing the basic concepts of semiotics and their application in multimodal advertising texts of consumer goods. The purpose of the article is to study advertising discourse as a modelling and semiotic activity in English-language advertising discourse, as well as to outline the main semiotic strategies and linguistic means in the formation of English-language advertising messages. The main objectives are to review the works of Ukrainian and foreign researchers on the issue, to identify and describe the key semiotic strategies and linguistic means of English-language advertising texts, and to determine the role of semiotic strategies in interaction with the audience and their reproduction of cultural concepts through advertising communication. The article provides a comprehensive overview of some of the key principles and concepts of semiotics and their advertising relevance, highlighting the construction of denotative messages about a product and desired connotative associations. The article also explains the role of adherence to known codes and the use of intertextual references in advertisements to create a connection with the audience. This article draws heavily on fundamental semiotic theories such as Peirce's triadic sign model, the distinction between denotation and connotation, the role of codes and cultural conventions, and the phenomenon of intertextuality. The article shows how advertisers use signs, symbols and related meanings to create culturally resonating persuasive campaigns. The relevance of the study is to understand how advertising shapes attitudes and stereotypes, as well as how modern technologies change the ways of interacting with the audience through linguistic and semiotic strategies.

Cyber-enabled influence operations as a ‘center of gravity’ in cyberconflict: The example of Russian foreign interference in the 2016 US federal election

Russia’s cyber-enabled influence operations (CEIO) have garnered significant public, academic and policy interest. 126 million Americans were reportedly exposed to Russia’s efforts to influence the 2016 US election on Facebook. Indeed, to the extent that such efforts shape political outcomes, they may prove far more consequential than other, more flamboyant forms of cyber conflict. Importantly, CEIOs highlight the human dimension of cyber conflict. Focused on ‘hacking human minds’ and affecting individuals behind keyboards, as opposed to hacking networked systems, CEIOs represent an emergent form of state cyber activity. Importantly, data for studying CEIOs are often publicly available. We employ semantic network analysis (SNA) to assess data seldom analyzed in cybersecurity research – the text of actual advertisements from a prominent CEIO. We examine the content, as well as the scope and scale of the Russian-orchestrated social media campaign. While often described as ‘disinformation,’ our analysis shows that the information utilized in the Russian CEIO was generally factually correct. Further, it appears that African Americans, not white conservatives, were the target demographic that Russia sought to influence. We conclude with speculation, based on our findings, about the likely motives for the CEIO.

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.

Linguistic tools of persuasion in travel advertisements

Background. The language of advertising in general has been widely researched since advertising became integrated in all spheres of our life. The researchers also mark the prominent role of extralinguistic elements in advertising. At the same time, the language as an important element of persuasion in tourist advertisements requires a more detailed coverage. Contribution to the research field. The present paper makes an overview of the linguistic tools of persuasion in travel advertisements.Purpose. The purpose of the present study is to analyse how linguistic tools are used to enhance the effectiveness and persuasive power of travel advertisements.Methods. The given research uses the method of description and analysis in order to identify the essential linguistic tools of persuasion in travel advertisements and to evaluate their role in enhancing the effectiveness of travel advertisements.Results. The study of travel brochures from leading tour operators based in the UK, Poland, Australia, New Zealand, the USA has shown that the language of advertising in tourism and in other spheres share a lot of common features, such as the extensive use of commendatory adjectives, frequent occurrence of metaphoric and metonymic expressions, play of words, modified forms of proverbs and sayings, comparisons. At the same time, the language of travel advertisements proper has its own specificities. The linguistic tools used in the texts of travel advertisements highlight the benefits of the advertised tour and help to create a clear image of the given destination. For this purpose, they are often complemented by additional information concerning the advertised tourist site.Discussion. The collected data demonstrate that expressive linguistic tools contribute to the overall effectiveness of travel advertisements.

CULTURAL-SPECIFIC PROBLEMS OF LEGAL TEXTS TRANSLATION

Objective. The objective of the article is to investigate culturally specific problems of legal texts translating from German into Ukrainian and vice versa. Methods. Solving the set tasks is carried out using such methods as analysis and generalization of scientific literature on the problems of translation studies; system analysis, and the continuous sampling technique was used to collect language facts. Results. The problem of translating terminology is one of the main problems of legal texts translating. The main difficulty lies in the ambiguity of German legal terms. Another difficulty is related to the fact that different countries have unequal characteristics in the same spheres of life, and, accordingly, inevitably differ in the sphere of law. This concerns, first of all, the differences between the legal systems of Ukraine and Germany. Therefore, during translation, attention should be paid to the fact that certain facts do not always find an equivalent in another language, because they do not exist in this form. Similarly, the same terms in two languages do not always have the same meaning or scope. Also because in so-called specialized texts, due to their subject matter and frequent linguistic and formal standardization, the influence of cultural features is less than in literary or advertising texts. Therefore, in order to carry out a correct translation of a legal text from German into Ukrainian, it is necessary to take into account the cultural and specific features of both countries, to have knowledge of linguistic and regional studies, history, as well as to possess professional and branch knowledge. Because insufficient knowledge of the history of the people, its culture, customs, social order, features of political life can lead to an inadequate translation. On the other hand, the translation of specialized legal texts should not focus exclusively on linguistic aspects, otherwise a "functionally adequate" translation will not be achieved.

Рекламний текст у сфері освітніх послуг: лінгвопрагматичний аспект (на матеріалі української та китайської мов)

The article discusses the linguistic features and pragmatic potential of advertising texts in the field of educational services. The most important factors that shape educational advertising have been identified, in particular, the specific object of advertising, an expressive target audience,the polycode character of the text and the types of advertising for strategic purposes. The features of the structure of advertisements for language courses as well as the semantic load of language units in terms of semantics and belonging to parts of speech in accordance with the elements ofthe repeating model of the advertising text are analyzed in detail. Language means also described. To expand upon the idea of this type of advertising text, Ukrainian and Chinese advertisements of language courses have been studied, with partiular reseach interest paid to the differences in theimplementation of pragmatic potential at different language levels.

Code Mixing in Mia Chuz's Wedding Agreement Novel and its Implication for the Learning of Advertising, Slogan and Poster Texts in Junior High School

The Wedding Agreement novel by Mia Chuz is a form of written literature containing code-mixed language elements. Code mixing is presented in the form of inserting English elements into Indonesian. The purpose of this study was to describe the form of linguistic elements, the causal factors and the function of mixing the English code in the novel Wedding Agreement by Mia Chuz and the implications for learning advertising texts, slogans and posters for class VIII SMP. The approach used in this study is a qualitative approach using content analysis techniques. The results of the study found data containing the form of linguistic elements of English code mixing in the form of inserting elements in the form of words, phrases, basters, and clauses as well as causal factors and functions of English code mixing in Mia Chuz's novel Wedding Agreement. The implications of this research can be applied for the teaching of advertising texts, slogans and posters for class VIII SMP in basic competence 3.4 Examine the presentation patterns and language of advertisement texts, slogans and posters (which make one proud and motivating) from various sources that are read and heard.

Multimodal metapragmatics of German advertising discourse

The article analyzes metacommunicative utterances in German advertising discourse, which proves the possibility of integrating metapragmatics with multimodal pragmatics. Metapragmatics studies metacommunication, i. e. the organization and management of speech interaction by means of linguistics. Multimodal pragmatics focuses on the properties of linguistic units in discourse types, which are based on the combination of several sensory and communicative modes. Multimodal metacommunicative utterances use combination of several sensory and communicative modes to express meanings regarding the course of communication itself. German advertising discourse shows two types of metacommunicative utterances according to the criterion of authorship: protagonist’s and advertiser’s comments. The protagonist’s comments are about his speech act and about himself. The advertiser’s comments are about the protagonist, utilitarian information, image and product quality. Metacommunicative utterances can be placed in almost all structural parts of the advertising text: visual context, title, subtitle, main text, slogans, enter utilitarian information and be integrated into the product image or logo. Serving as a local strategy for attracting and maintaining contact with the recipient, metacommunicative utterances belong to perlocutionary intensifiers, which aim to increase their influence on him in order to achieve perlocutionary success – to encourage the recipient to buy a product or use a service. At the same time, a discursive act of metacommunicative contactive is realized, which can be explicit or implicit. The indicating devices of its explicitness are: lexemes of locutionary, illocutionary, perlocutionary and epistemic semantics; prepositions, pronominal adverbs and pronouns that correlate in terms of content with the previous or following utterances; graphic means of direct speech. If such indicating devices are not available, the metacommunicative utterance implements an implicit metacommunicative contactive, where the metacommunicative component of meaning is contained in the implicature. From a structural point of view, metacommunicative utterances are declarative, exclamatory, imperative and interrogative sentences, as well as parenthetical phrases.

Suggestive Potential of Syntactic Features of Environmental Advertising Texts (Based on the Russian and English Languages)

The article is devoted to the study of the suggestive potential of syntactic expressive means in environmental advertising texts. Analyzing syntactic structures as a means of implementing the suggestive function in advertising contexts allows us to identify the most effective methods of suggestive influence on the audience. The study revealed that the Russian-language environmental advertising employs a limited variety of syntactic figures compared to the English-language texts. Nonetheless, rhetorical questions and parcellation are the most frequently used means of suggestion in both languages. Environmental advertising is focused on international issues, which explains the similarity in the choice of syntactic means in advertising text in different languages. In conclusion, the authors emphasize the significance of the syntactic features in the suggestive function of environmental advertising and their versatility across various languages for influencing an international audience. The results of this research can be used by the authors of advertising texts to the most effective impact on consumers’ subconscious.

Retracted: Contemporary Advertising Text Art Design and Effect Evaluation by IoT Deep Learning under the Smart City

Retracted: Contemporary Advertising Text Art Design and Effect Evaluation by IoT Deep Learning under the Smart City

Structural Features of News Text in Internet Discourse

The article is devoted to the description of peculiarities of the structure of news text (media-text) in Internet discourse, which from the structural point of view is a complex communicative unity of text, hypertext, dynamic (static) image and sound, providing non-linear, multi-channel, multi-layered and multi-dimensional perception of the conceptual meaning of the text. A distinctive structural feature of a media text, the main function of which in today’s media space is to manipulate and shape the recipient’s opinion, is its shaping in accordance with the model of an advertising text, based on the key strategies of an advertising message construction. The purpose of this article is to analyze the structural characteristics of news text (media-text) as the main form of information and psychological impact realization. The authors conclude that a modern news text resorts to the use of rhetorical and organizational techniques to influence the target audience, using appropriate advertising techniques. Creating it, the addresser is guided by different linguopragmatic principles. A model of a media-text similar to an advertising text seems to be justified as it is a part of a unified consumer society, where advertising and online discourse have defined the main patterns of interaction between the addresser and the addressee.