The article touches upon the analysis of the pragmаtic and semantic aspect that is entwined into the phenomenon of branding. The phenomenon of branding reflects a significant cultural layer of the ...modern consumer society. The essence of the brand is central to understanding the concept of the brand itself. It is a representation of semantic and pragmatic characteristics that merge into a single pragmatic-semantic unit. To reveal the presuppositions inherent in the essence of the brand, it is necessary to be able to “understand” the target audience and recognize an individual as a representative of this target audience with their interests and needs. Understanding the essence of the brand and decoding the presuppositions embedded in it is impossible without correct perception of the pragmatic-semantic aspects of the entire semiotic situation, within which the brand functions as a linguocultural phenomenon. That means that the concept of a brand in the article is considered not only as a marketing concept when promoting commercial products, but is understood more broadly as a linguocultural phenomenon, whose pragmatics is formed by merging key semantic layers – syntactics, semantics, semiotics – into it in the context of the modern linguocultural situation. The semantics of the brand and its decoding through the disclosure of the linguo-semiotic aspects integrated into the brand name during its formation largely depend on the pragmatic potential, which sends the participants of the communication directly to the context of speech use. Thus, we can say that the formation of the brand’s message is based on two aspects engaged in forming the semantic load - linguistic and paralinguistic, implemented through the pragmatics of the brand, whose formation, in turn, takes place at the above mentioned three semantic levels.
Metaphor and metonymy appeal to us because they evoke mental images in unique but still recognisable ways. The potential for figurative thought exists in everyone, and it pervades our everyday social ...interactions. In particular, advertising offers countless opportunities to explore the way in which people think creatively through metaphor and metonymy. The thorough analysis of a corpus of 210 authentic printed advertisements shows the central role of multimodal metaphor, metonymy, and their patterns of interaction, at the heart of advertising campaigns. This book is the first in-depth research monograph to bring together qualitative and quantitative evidence of metaphor-metonymy combinations in real multimodal discourse. It combines detailed case study analyses with corpus-based analysis and psycholinguistic enquiry to provide the reader with a prismatic approach to the topic of figurative language in multimodal advertising. Besides its theoretical contribution to the field of multimodal figurative language, this monograph has a wide number of practical applications due to its focus on advertising and the communicative impact of creative messages on consumers. This book will pave the way for further qualitative and quantitative research on the ways in which figurative language shapes multimodal discourse, and how it relates to our everyday creative thinking.
Pragmatics is the study of the aspects of meaning in which the speaker expressed or communicated and a listener interpreted it. In other words, pragmatics covered the study of language sense which is ...communicated by the language user. Meanings or language senses that is expressed by the language users implies beyond the meanings that are expressed in the writings. This paper focused on the advertising discourses that exposed in Medan, North Sumatera local newspaper; that is Analisa. The aim of this paper is to explore the pragmatics meaning of advertising discourses in Analisa newspaper, in which applied the theory of implicature, presupposition, coherence, and background analysis. The data collected were totally 120 advertising discourses. The technique of analyzing data that were applied is descriptive analysis. The findings are revealed that Analisa newspaper consisted of 14 pragmatics meaning. Offering products are the most dominantly pragmatic meanings expressed in the newspaper. This shows that the purpose of commercial ads in the local newspaper tends to offer products for selling to the community and to market as well.
This article is devoted to anomalies, i.e. non-standard ways of using vocabulary in advertising texts, by means of which the communication is carried out. The interest in the study of the mechanisms ...of speech impact made this study relevant. The novelty of this study lies in insufficient research on anomalies in the language of advertising. The hypothesis of this study was the assumption that speech anomalies could be used in advertising texts, since they had been previously studied in fiction and article writing.
The aim of the article is to demonstrate examples of non-standard, occasional use of the English language means in the texts of commercial advertising. In order to achieve it the following tasks were set: to describe the principles according to which a word, phrase or other formation can be considered anomalous; to find examples and systematize the types of anomalies used by copywriters in English-language advertising texts.
Materials and methods. The material for the study involved the texts selected by random sampling from printed periodicals and online stores. To prove the logical or illogical use of words, we applied the analysis of semantic meaning, i.e. decomposition of meaning into components, as well as morphological analysis of word forms. These methods involve the use of English-English thesauri. At the sentence level, syntactic analysis was used.
Results. The analysis showed that the examples of anomalous use of the vocabulary can be reduced to three groups: lexical-semantic, morphological and syntactic. As a result, we managed to show that the most numerous group is the first one, which includes examples of illogical combinations on the principle of animate-inanimate, incorrect designation of quality, concrete-abstract, violations of stylistic combination of words, as well as deformation of phraseological units. The second group is represented by morphological violations of word-formation patterns, simple conjunction of bases, changes in spelling. The third group – syntactic anomalies – is represented by examples of violations in cohesion and split infinitive.
Practical implications. The results can be used by copywriters, marketers, who compose advertising texts not only in English, but also in Russian.
La Málaga del ochocientos, especialmente en su segunda mitad, ofrece excelentes muestras del desarrollo de la publicidad en prensa a través de un sector clave tanto por su elevada representación en ...las secciones de anuncios como por su pervivencia en el tiempo: el de los productos para la salud. El estudio de las claves lingüísticas de un corpus de mensajes publicitarios obtenido de prensa malagueña del s. XIX nos permite analizar la evolución de un género que gradualmente se va configurando con un lenguaje especial orientado a exaltar las cualidades de los medicamentos y a apelar al potencial comprador.
El presente trabajo es una lectura cultural sobre las políticas de comunicación que el Estado-nación de Velasco Alvarado (1968-1975) diseñó para difundir sus propuestas educativas y culturales. En ...principio, distinguimos dos conceptos claves para este artículo: medios de comunicación y publicidad. Para esta propuesta, los medios de comunicación son instrumentos que utilizan un lenguaje destinado a divulgar mensajes articulados con las propuestas educativas del régimen militar velasquista. A partir de este objetivo, la publicidad cumpliría un rol significativo: no solo utilizaría un lenguaje que condicionase las estructuras formales y de contenido de medios masivos como la prensa y la televisión, sino uno que condicionase la comunicación entre el emisor del mensaje (el Estado-nación) y el receptor del mismo (la población). En este contexto, a través del presente trabajo se sostiene que el lenguaje publicitario resultó un fenómeno comunicativo que el régimen instrumentalizó al utilizar sus recursos más usuales —imagen visual y mensaje lingüístico— para la difusión de su retórica nacionalista. Entre estos, la caricatura sería el recurso más requerido. Según lo señalado, las razones de esta instrumentalización se deben a que, si la intención del régimen militar era comunicar y educar, el lenguaje publicitario se adecuaba a estas pretensiones: es de fácil recordación y decodificación. Además, es una práctica discursiva que se incrementa en sociedades despolitizadas y prestas al consumismo como la sociedad peruana de la década de los 70.
Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is ...distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric.
1. Advertising Rhetoric: An Introduction, Edward F. McQuarrie and Barbara J. Phillips; Part I. The Starting Box: Using the Past to Hypothesize the Future; 2. Rediscovering Theory: Integrating Ancient Hypotheses and Modern Empirical Evidence of the Audience-Response Effects of Rhetorical Figures, Eric D. DeRosia; 3. Rhetrickery and Rhetruth in Soap Operas: Genre Convention, Hidden Persuasions, and Vulnerable Audiences, Barbara B. Stern; 4. What the Symbol Can't the Icon Can: The Indispensable Icon/Symbol Distinction, Val Larsen; Part II. The Black Box: Understanding the Cognitive Processing of Rhetoric; 5. A Model of the Cognitive and Emotional Processing of Rhetorical Works in Advertising, Bruce A. Huhmann; 6. The Dark Side of Openness for Consumer Response, Paul Ketelaar, Marnix van Gisbergen, and Johannes W.J. Beentjes; 7. Inspecting the Unexpected: Schema and the Processing of Visual Deviations, Mark A. Callister and Lesa A. Stern; Part III. The Gift Box: Examining the Structure of Style; 8. A Case for a Complexity Continuum, Tina M. Lowrey; 9. Pictorial and Multimodal Metaphor in Commercials, Charles Forceville; 10. Reading Pictures: Understanding the Stylistic Properties of Advertising Images, Kai-Yu Wang and Laura A. Peracchio; 11. Classifying Visual Rhetoric: Conceptual and Structural Heuristics, Alfons Maes and Joost Schilperoord; Part IV. The Toolbox: Unpacking the Inquiry Process; 12. A Visit to the Rhetorician's Workbench: Developing a Toolkit for Differentiating Advertising Style, Edward F. McQuarrie; 13. Visual Analysis of Images in Brand Culture, Jonathan E. Schroeder; 14. Expanding Rhetoric, Linda M. Scott; About the Editors and Contributors; Index.
Die ondersoek na idiome, uitdrukkings en spreekwoorde as drie tipes meerwoordige leksikale items (MLI) bou voort op die beskrywende ondersoek van Bosman (2000a, 2000b, 2000c) oor MLI’s. Die ...veelvuldige gebruik, verdraaiing en aanpassing van MLI’s in gesproke taal blyk ook neerslag te vind in gedrukte advertensiekommunikasie. Die analise van die MLI’s in advertensies wat in 2019 en 2020 op die Pendoring-reklamekompetisie se webblad verskyn het, is vir bepaalde patroonmatighede ondersoek. Aan die hand van die relevansieteorie (Wilson & Sperber, 2004) se onderskeid tussen kognitiewe poging (effort) aan die een kant en kognitiewe effek (effect) aan die ander kant is ’n analiseraamwerk opgestel vir die ontleding van alle advertensies in die datastel wat ’n MLI ingesluit het. In terme van letterlikheid (literality) het vier tematiese kategorieë duidelik geblyk. Die analiseraamwerk het ook getoon dat die MLI’s konsekwent meer oor die bedoelde teikenmark gekommunikeer het as wat daar iets oor die handelsmerk gekommunikeer is. Die gebruik van MLI’s blyk dus mee te werk tot marksegmentering. Daar word ’n opgaaf gebied van die beskrywing (tekening) van die teikenmark, aldus die MLI’s wat in 2019 en 2020 in die Pendoring-advertensies ingesluit is.
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