Advertising Text Research Articles

Canva sebagai Media Peningkatan Kreativitas Mendesain Iklan Slogan dan Poster pada Model Project-Based Learning.

Technological developments are the reason a teacher must participate in improving teaching abilities with innovative learning methods. The use of technological media in the teaching process will have many benefits and be able to increase student creativity, especially in advertising material, slogans and posters. Media that is easy for students to have been their gadgets, along with their social media. Various information that can improve students' abilities can be accessed easily on the internet. So that students are accustomed to applying many things using their gadgets and the internet. Canva is an application that is easy for students to access, and its use is also not complicated to learn. This study aims to provide an explanation that the Project-Based Learning model is capable of being an effort to improve students' ability to creatively compose advertising text, slogans, and posters. The method used in this research is the Classroom Action Research (CAR) method which is directly investigated by the teacher (researcher). This type of research is also used with a descriptive approach where the research results will be described in detail. Based on the research that has been done, the results obtained are that the Project-Based Learning model implemented by using the Canva application is able to increase student creativity in designing advertisements, slogans and posters very creatively

Отражение национальной и региональной идентичности в немецкоязычном рекламном тексте

The aim of the research is to identify the linguostylistic features of the reflection of the national and regional identity of Germans in the polycode advertising text. The main content of the paper is a study of advertising texts of the “Früh” brewing company located in Cologne. The scientific novelty of the research lies in examining the advertising texts of a regional manufacturer who uses an appeal to the sense of national and regional pride of consumers of the product as the main advertising strategy. In this regard, the linguocultural component, implemented at the verbal and non-verbal levels of the polycode text, occupies a central place in the advertising text. Such an approach to the study of the linguocultural component has not yet attracted researchers’ attention, since the linguocultural component was considered mainly using the material of large-volume texts that were not commercial in their nature. As a result, it has been proved that the appeal to significant national and regional events (holidays and football championships), as well as to the long-term confrontation between Cologne and Dusseldorf, the use of the dialect and language games contribute to the creation of a memorable image of the product that agrees with the character of Cologne residents.

STUDENTS’ LISTENING COMPREHENSION OF COMMERCIAL ADVERTISING VIDEOS AT SMK TAMANSISWA 1 PALEMBANG

Studying advertising text is one of the skills that should be mastered by SMK students. It is stated in the 2013 (K13) curriculum for class XII in the odd semester based on core competencies 3 and 4. Hence, this paper describes the students' skills in listening comprehension on video advertisements and determines the level of students' skill categories based on the assessment standards that apply in the research field. The research method uses a quantitative descriptive method. The sample involved 28 students of class XII OTKP 1, which consisted of 20 female and 8 male students. The data collection technique was carried out by using a short description test after listening to and transcribing the advertising videos into written form. The data analysis technique was based on the comprehensive listening assessment rubric, which was adapted and modified by Nurgiyantoro in 2011. The results data of a short essay based on the students’ listening comprehension results are described and concluded. Based on the results of the research and discussion, it implies that 1) the research sample is considered to be ingenious in listening to commercial advertisement videos and 2) the average value of the research sample is 74.2 or is categorized to achieve the objectives based on the Minimum Completeness Criteria (KKM) at SMK Tamansiswa 1 Palembang. Thus, it can be concluded that SMK Tamansiswa 1 Palembang student is skilled in listening to commercial advertisement videos, in which twenty-five students achieve scores with the category achieved goals.

Influence of Publishing House Advertisement of Shun Pao on National Ideological Emancipation

Taking the publishing house advertisement of Shun Pao from the Commercial Press from 1918 to 1932 as the research object, this paper not only adopts the content analysis method and studies the characteristics of the advertisement itself and publication, but also combines the advertisement text construction strategy, analyzes the internal connection mechanism among advertisement, publication, and ideological emancipation, and explores the influence of publishing house advertisement on national ideological emancipation.

Realization of the educational potential of social advertising

The study of advertising discourse in modern Russian science is dedicated to a large number of works, but there are not enough specific studies of the social sector of advertising today. However, at the present time, due to dramatic changes in the political and sociocultural life of Russian society, this type of advertising is of particular importance. This paper is aimed at the issue of the specific status of social advertising texts within the framework of modern advertising discourse. An advertising announcement is seen as a polycode text intended for the public in general. The authors pay particular attention to the unity of form and content as a mechanism to influence the awareness and emotions of consumers of advertising. The material for analysis is the texts of street (urban) advertising. The functional-stylistic, cognitive, descriptive, semantic-grammatical, quantitative methods, as well as methods of discourse and comparative analysis are used. By analyzing a large number of texts, the high-impact potential of socially directed advertising texts is concluded. Identifying the semantic dominants of the texts of social advertising allows the authors to conclude about its disciplinary and teaching (educational) functions and consider these texts as one of the tools of human education. It is suggested that specially designed advertising texts can raise people in the spirit of traditional national values, to form the actual value meanings in the minds of those who perceive them. The paper gives examples of polycoded advertising texts functioning today in the living urban area.

К вопросу о методическом сопровождении процесса обучения профессионально ориентированному чтению (на материале англоязычных рекламных текстов)

Introduction of methodological techniques for teaching reading of advertising texts into the academic activities is determined by the necessity to identify effective forms of work with authentic advertising texts of a pragmatic nature at foreign language practical classes to form students’ linguistic competence, contributing to the practical use of foreign language as a means of obtaining information from foreign sources. The authors focus on the linguistic approach to teaching reading advertising texts taking into account the country-specific information contained in them. The paper describes the effective forms of work in foreign language classes through modeling various communication situations based on the material of advertising articles. Special attention is paid to the linguistic analysis of advertising texts in English, which contributes to the development of the ability to conduct a cultural study of these texts as a means of intercultural communication, forms the skills of critical comprehension of the information contained in the texts and the ability to interact with native speakers. The authors claim that in order to develop the ability to analyze professionally oriented texts in a foreign language, a socio-cultural approach should be applied – it is aimed at the selection of authentic pragmatic texts, including advertising. The paper presents the forms of methodological support for teaching reading of advertising texts in English as a purposeful interaction of students with the author of an advertising text, based on the principle of modern educational paradigm that involves forming skills of reading professionally oriented texts based on the system of communicative tasks that contribute to the implementation of subject-subject interaction when communicating, exchanging thoughts, knowledge, ideas and facts. The authors are considering a foreign language advertising text as an object of reading in communicative, pragmatic, linguistic and cognitive aspects.

Дидактический потенциал аутентичных рекламных текстов на занятиях по русскому языку как иностранному

The didactic potential of the texts of modern commercial advertising in Russian as a foreign language classes is studied. In the theoretical part of study, the authors turned to the foreign experience of considering authentic materials as a means of developing communicative competence in teaching foreign languages. Approaches to the concept of authentic materials, the principles of their selection and algorithms of application in pedagogical practice are systematized. The advertising text is considered both as a means of improving linguistic competence and as a tool for integrating cultural components into the learning process, the advantages and disadvantages of advertising texts in terms of their linguo-methodological function are identified, and criteria for selecting promotional materials for classes in Russian as a foreign language are formulated. As a practical material, an algorithm for working with advertising texts at different levels of Russian language proficiency is presented, sample tasks are proposed for use in Russian as a foreign language classes in accordance with the three classical stages of working with text: preparatory (pre-demonstration), cognitive (demonstration) and reinforcing (post-demonstration). In the work, such research methods as the descriptive-analytical method, the method of systematization and classification, the design method, as well as the communicative method of teaching a foreign language are used.

Лексические особенности рекламных текстов как маркер культурной специфики

The article studies pragmatic and culturally significant lexical features of advertising texts of the tourism industry in Russian and English. The article raises such topical issues as identifying the linguistic and cultural specifics of the advertising text in English and Russian, increasing the pragmatic power of the advertising text using vocabulary with a cultural component, ways of translating lexical units unfamiliar to the reader, as well as pragmatically marked specific features of the vocabulary of tourist advertising texts in English and Russian. The article is based on the fact that lexical meanings connect the language with the way of life and the system of social relationships of the community speaking it, and the information received during the analysis of linguistic features is a source of identifying the linguistic and cultural specifics of the text. Special emphasis is placed on various types of realities as cultural signs widely used in tourist advertising communication. The analysis established the relationship between the lexical units used in advertising texts and the ethnocultural characteristics of the consumer of tourist advertising. In addition, the function of pragmatically significant linguistic means is studied, the features of the reproduction of non-equivalent vocabulary and words containing an ethno-cultural component of meaning are analyzed. The article does not ignore the fact that the main task of any advertising text is to increase the level of sales of the advertised product (in this article, of a tourist trip). Thus, the present study focuses on the pragmatic aspect of the advertising text and the impact of the lexicon on the perception of the advertising text.

Artifacts of culture in polycode advertising text: Types of quotation

The article is devoted to the problem of using cultural artifacts — material or mental objects created by man, functioning in various areas of the cultural-semantic field- in the structure of a polycode advertising text. The research methodology is based on a structural-semiotic approach and functional analysis. The paper considers various approaches to the definition of the concept of artifact; the typology of cultural artifacts used in advertising is determined. Based on the dichotomy of artistic and non-artistic ways of human exploration of the world, the following types of artifacts are distinguished in the structure of creolized media and advertising discourse: artifacts of spatial art (fine arts, architecture, decorative and applied arts); artifacts of temporary art (literature, folklore and musical); artifacts of spatio-temporal syncretic art (theatrical, choreographic, cinematographic, comics, actually advertising, etc.); extra-artistic artifacts (artifacts of history, fashion, politics, mass media, visual and verbal memes, etc.). We can define the mechanism for including artifacts in the fabric of media and advertising text as quoting texts of a previous culture that can manifest themselves at various levels of depth of the semantic structure of advertising. In this sense, citation is understood as broadly as possible, as the actualization in the text structures of the content elements of past texts or formal ones. The types of artifactual citation are determined by us on the basis of the modality parameter: mono modal citation (citation in the advertising text of the text of the same medial rank); polymodal citation (citation in the text of an advertisement of a text of a different medial rank); auto-citation (quoting texts of previous advertisements in advertising); meta citation (citation in advertising of expressions containing a reflection on the advertisement itself).

Linguistic means of reflecting gender-related changes in modern society (exemplified by English-language newspapers advertisements)

Language means play a crucial role in the shaping stereotypes within cultural groups. The present study addresses the issues of gender neutralization in English-language advertising and newspaper texts. The paper investigates linguistic means involved in the creation of genderneutral advertising texts. The analysis of gender-unmarked advertising texts was conducted on the material of English-language newspaper texts from the rubrics "Lifestyle", "Health", "Sports", "Culture" of The Guardian edition. As a result of the study, the authors conclude that the main features of gender-neutral advertising texts are the absence of lexical units that would refer advertising to male or female; the use of scientific terms, numbers in the description of the goods; the use of imperative sentences. Gender neutralization in advertising occurs due to the use of impersonal sentences, defining pronouns and euphemisms. Gender neutralization is a relatively new trend in advertising and has a huge impact on the use of language in modern advertising texts.

СЕМАНТИКО-ПРАГМАТИЧЕСКИЙ ПОТЕНЦИАЛ РЕКЛАМНЫХ ТЕКСТОВ (НА ПРИМЕРЕ НАРУЖНОЙ РЕКЛАМЫ)

The article deals with issues related to the features of the functioning and identification of the semantic and pragmatic potential of advertising texts on the example of outdoor advertising. The material of the study was advertising banners selected by continuous sampling from various Internet portals, the content of which is determined by the presence of non-verbal text elements and verbal signs interacting with each other. Outdoor advertising is considered from the point of view of pragmatic potential, the nature of which depends on the choice of language units with a certain denotative and connotative meaning that affects communication strategies. It is shown that when creating an advertising text, the author can use various techniques and methods of influencing the addressee so that the advertising message attracts attention and produces the proper communicative effect (incitement to action). The article considers the advertising text as a semiotically complicated phenomenon, consisting of a set of lexico-semantic means and their relationship with visual elements.

АКСИОЛОГИЧЕСКИЙ ПОТЕНЦИАЛ РЕКЛАМНОГО ДИСКУРСА (НА МАТЕРИАЛЕ АНГЛИЙСКОГО ЯЗЫКА)

The article is devoted to the analysis of the value aspect of the English advertising discourse. Using the example of advertising texts on different subjects, the specifics of key axiologically significant concepts that determine the value system of modern society is shown. The research material is 520 advertising texts published in the magazines Delicious Magazine, Elle, Healthy Food Guide, Marie Claire and posted on the Internet. The paper emphasizes the value-oriented nature of advertising communication, according to which, the advertising text is one of the most significant factors in the formation and distribution of values. Taking into account the results of the analysis of the factual material, the author comes to the following conclusions: 1) the English advertising discourse, represented by advertisements of food, clothing and accessories, is characterized by an axiologically determined nature and the presence of a number of value markers; 2) a positive assessment of the advertised product plays an essential role in the process of formation the value orientations of society; 3) the main markers that embody the axiological potential in the sample are the following concepts: a) freshness, taste, naturalness, benefit, enjoyment (food advertising); b) beauty, comfort, individuality, accessibility, quality (clothing advertising); c) beauty, quality, luxury, creativity, status (advertising accessories - watches, jewelry).

Метафора як стилістичний засіб впливу на адресата (на прикладі англомовних рекламних текстів)

The article considers the functions of metaphor as a stylistic device for influencing the addressee of English advertising texts. The object of the research is English advertising texts. An advertising text is a verbal imprint of speech and thought activity fixed in the form of a sign, which is united thematically, structurally and communicatively. An advertising text focuses on achieving commercial goals through direct communicative influence on the target audience. Metaphor is a powerful tool of influencing the addressee. Metaphors used in English advertising texts can be classified according to their meaning and functions. By meaning, the following lexico-semantic groups of metaphors have been identified: metaphors with the meaning of natural phenomena, names of precious metals, the beginning and end of activity, struggle, transport, organism, as well as "family", "building", "royal", "sensory", "magic" and abstract metaphors. According to their functions, metaphors have been divided into those that inspire trust of the consumers, promise something or force them to try it. In English advertising texts, metaphor is often used in combination with other stylistic devices: phonetic, lexical and syntactic ones. Metaphors can create a certain image of the product for the addressee.

Representation of the “Quality” Category in the Advertising Text of the Turn of the 20th Century (Based on Ural Press)

This article considers the features of the representation of the category of “quality” in advertising texts at the turn of the twentieth century. The author refers to daily and weekly regional periodicals of the time: Ural’skaia Zhizn’, Ural’skij Listok, Ekaterinburgskaia Nedelia, Delovoi Korrespondent, and Ekaterinburgskaia Gazeta selectively reviewing issues from 1893 to 1917. Although it does not itself produce ideas and meanings as it only applies them for its own needs, advertising as a source is interesting primarily because it reflects the basic values and fashion trends of its era. The aim of the study is to analyze the possible ways of communicating about the quality of the product in a holistic way. In the course of the work, the author identifies 8 tactics for informing the potential buyer about the quality of goods, and several related categories, such as “authenticity”, “authority”, and “status”. The research focuses on the peculiarities of the language design of information about the quality, as well as the analysis of the reasons for the choice by the authors of the advertising of a particular way of presenting this information. Much attention is also paid to the general characteristics of the development of an advertising text at the turn of the twentieth century. An analysis of the tactics of informing the buyer about the quality of the goods also helps draw an approximate “portrait” of the recipient of the advertisement — from rational people, for whom practicality and utility come first, to those who are ready to succumb to manipulation and persuasion choosing a product.

LEXICAL AND SYNTACTIC MEANS OF EXPRESSING A SLOGAN IN A FRENCH-LANGUAGE ADVERTISING TEXT

The article deals with lexical and syntactic means of expressing the slogan in the French-language advertising text. Particular attention is paid to the development of advertising as a linguistic phenomenon. The works of Ukrainian and foreign scientists studying the structural and functional characteristics of advertising texts and the peculiarities of their creation are analyzed. The article examines the functional and stylistic status of the advertising slogan and clarifies the structural and syntactic features of French-language advertising. The material of the study is advertising slogans obtained by continuous sampling method from French-language websites of trading companies. The research uses the structural-linguistic method, lexical-semantic and syntactic analysis. Emphasis is placed on the use of nominative sentences as one of the most productive ways of creating slogans. The article highlights prepositive definitions, postpositive constructions and cases of their joint use used in order toemphasize the indication of the target audience and the possibility of specifying the idea of a unique trade offer. It is noted that the main element of the advertising text is the verb, which gives the sentence dynamism, movement, and creates the appearance of action. Analysis of slogans in verb forms of imperative and indicative showed that the pragmatic message of such syntactic structures is usually a call to action, advice, instruction. It was found that the use of infinitive sentences in advertising texts is quite common in French-language discourse as one of the most optimal forms of motivation, since the semantics of the infinitive expression is more easily combined with the meaning of necessity and inevitability. The use of slogans in the form of two-part sentences, the structure of advertising statements of which is less concise, is analyzed. As a result of the study, it was found that the syntactic feature of the slogan is the tendency to dominate nominative constructions in order to create an association with the trademark.

Репрезентация концепта «Экология» в российской социальной рекламе

The author focuses on the content and functioning of the concept of “Ecology” in the texts of social advertising. The aim of the work was to identify and describe the content components of the concept “Ecology”. Modeling of the above-mentioned concept is carried out by analyzing its verbal and visual representations. The nuclear cognitive layer of the concept “Ecology” was described on the basis of lexicographic sources. The analysis of the texts of social advertising on environmental topics allowed to determine the corpus of linguistic means objectifying the concept of “Ecology”, as well as a set of artifacts visualizing its content. The expediency of using cognitive linguistics methods in the study of advertising discourse, in particular social advertising texts, is substantiated.

Architectonics of advertising text with the use of Ericksonian hypnosis

Nowadays, advertising has penetrated into all areas of human activity. Advertising, being a multifaceted and complex phenomenon, is the object of research not only by economists, marketing specialists, sociologists, but also linguists, psychologists, architects. The increased interest in the phenomenon of advertising, of course, has also affected its verbal part in the psychological aspect. In this article we will consider verbal methods of influence in advertising texts, namely, the use of speech patterns of Ericksonian hypnosis. These patterns help not only to increase the effectiveness of the advertising text, but also to influence the consumer's behaviour.

Идеологические смыслы социальной рекламы нового времени (на материале текстов, посвященных СВО)

The article analyzes the problem of linguistic originality of social advertising texts devoted to the topic of the special military operation (abbreviated as SVO) conducted by the Russian Federation in the territory of Ukraine. The research field also includes advertising texts concerning the events of the Great Patriotic War as a historical event closely related to the current military-political situation. The article aims to study the language and content of social advertising texts devoted to the SVO in order to identify the ideological implications contained in them. Research methods: basic principles of philosophy, sociology, media linguistics as well as the lexico-semantic and functional-stylistic methods. Results: the paper discusses different approaches to the concept of ‘ideology’ and presents it as socially, politically, and morally significant in the context of the Basic Law (Constitution) of the Russian Federation. Following an analysis of the results of globalization, digitalization, and mediatization in modern society, the conclusion is made about the negative consequences of the absence of formulated parameters of state ideology in the Basic Law. An analysis of the linguistic and content features of the texts, conducted through the prism of the problem of creating a new state ideology, showed the presence of a large ideological and educational potential in social advertising related to the SVO; the author comes to the conclusion about the lexical and polycode diversity of expression of historical and cultural ideological implications in the studied texts. In the conclusion of the article, it is stated that texts related to the SVO are directly involved in the process of search for the main values underlying the new Russian ideology.

ПРИХОВАНИЙ ВПЛИВ НА РЕЦИПІЄНТА У РЕКЛАМІ СОЦІАЛЬНОЇ МЕРЕЖІ “FACEBOOK”

The development of the information society has an impact not only on the quality of life of people, but also on the formation of new communication links. The rapid penetration of information technology into different areas of our lives has contributed to the global spread of the Internet, in which social networks are actively used for communication. For advertisers, social networks provide unique opportunities for rapid dissemination of information and direct contact with consumers. The specifics of advertising communication are not only informing the recipient about goods or services, but also influencing him/her through various means. The article raises the problem of discourse of social networks, where various manipulative strategies, tactics and techniques of influence are used when communicating in virtual space. Attention is focused on communicative and pragmatic techniques of manipulative influence on the consciousness of consumers in Ukrainian-language advertising texts of the social network “Facebook”. It is noted that in order to implement the strategy of manipulative influence, advertisers resort to various tactics. The most common of them is the transaccentuation tactic, which consists in forming a positive mood through shifting the emphasis from buying the advertised product or service to receiving pleasant emotions and sensations. Transaccentuation is most often transferred to a feeling of joy, happiness, comfort, peace, help, the absence of obstacles. A value-oriented tactic is also used, which is aimed at activating positive value guidelines in the mind of the addressee and their association with the advertised product or service. In analyzed advertising texts, the following basic values are most often manipulated: freedom, security, rest, family. Less common is the tactic of masking – the creation in an advertising message of such a position of the addressee, which allows you to play different roles in order to transfer communication with the addressee to the plane of personal communication (position of the mentor, interlocutor, adviser).

ЛИНГВОКОГНИТИВНЫЙ АСПЕКТ ИЗУЧЕНИЯ ЖЕНСКОЙ ЭМОЦИОНАЛЬНО-ОЦЕНОЧНОЙ ЛЕКСИКИ В РЕКЛАМНОМ ДИСКУРСЕ

The subject matter of the article covers women’s emotional-evaluative lexis to study the linguistic-cognitive aspects of advertising, which determine the ways of influencing the critical thinking of the audience. The authors consider the theoretical prerequisites for applying the linguistic-cognitive approach as the key methodology to analyze the language of advertising in conjunction with the approaches used in the framework of gender linguistics. The relevance of the study stems from insufficient scientific coverage and the lack of a systematic description of the linguistic-cognitive aspects of advertising discourse in general, and the goals of using women’s emotional-evaluative lexis in the advertising text, in particular. Study results suggest that the main techniques implementing women’s emotional-evaluative lexis in an advertising text include anaphora, comparison, opposition, clarifying questions, hyperbolisation, etc. These language tools are used to promote generally accepted stereotypes and influence advertisement recipients - women who are the target audience of the advertised goods. Study results can be applied in further research covering the linguistic-cognitive aspects of advertising and gender-specific facets of emotional-evaluative lexis.