Advertising is a powerful means of flowing information from sellers to buyers and it highly influences and smartly persuades people to do actions. This paper investigates the frequency and the use of ...the linguistic and the visual metadiscourse markers in SM advertisements, in addition to the role they play in the construction of persuasion. A corpus of 50 advertisements was extracted from three SM platforms: Instagram, Snapchat and Twitter, and both frequency-based and qualitative methods were integrated in the analysis. Drawing on Hyland’s (2005a, 2005b) models of metadiscourse and Kumpf's visual metadiscourse (2000), the study compared the use of these two distinct types of metadiscourse, and explained how visual metadiscourse complements linguistic metadiscourse in constructing persuasive messages and enticing customers into buying products. Results revealed that all categories of visual metadiscourse, especially chunking, convention, and consistency, were highly evident in the data investigated. Results also showed that engagement markers and directives exhibited higher frequencies than other linguistic metadiscourse and they were employed as effective techniques of persuasive language. The study concluded that metadiscourse, both visually and linguistically, plays a vital role in structuring the discourse, engaging the audience, and catching the consumers’ interest, thus becoming an integral aspect of persuasive writing.
•The use of linguistic and visual metadiscourse in online advertising was examined.•Both verbal and visual metadiscourse play a role in the construction of persuasion.•Persuasiveness of the advertisements is achieved by the use of engagement markers.•Visual devices constitute meaning and help the reader get the desired message.•Advertising is a hybrid communicative process based on textual and visual elements.
This paper aims to show how ageing is represented in cosmetics advertising discourse, the purpose of which is to convince and seduce the female consumer. The article is mainly about deciphering the ...anti-ageing discourse through the analysis of the linguistic features as well as some visual strategies implemented by advertisers to promote the products which help fight the visible signs of ageing. Indeed, the multimodal analysis of the anti-ageing discourse in my French and English corpora, taken from recent issues of ELLE magazine (2020), enabled me to identify the textual and pictorial characteristics that are used by advertisers to convince the consumer that the unwelcome signs of ageing need to be erased. In light of the quantitative data obtained using LancsBox as a linguistic analysis tool, a contrastive study of the language related to the anti-ageing discourse has been established. The close scrutiny of the data has revealed similarities as well as differences in the two sub-corpora. In order to illustrate the bilingual and multimodal study, some examples selected from the corpus will be explored in detail.
The discourse of advertising, along with its functions and structure, has been studied for many years from several points of view. Modern communication relies both on explicit messages and, more ...frequently, implicit messages, which can be more effective in delivering an intimate promotional essence. The germinal idea behind this paper stems from the prototype theory—formulated by Rosch (1978) and developed by a number of other scholars (e.g., Geeraerts 2006; 2016; Ross and Makin 1999; Aitchison 1994)—and, more specifically, from the prototypical paths it generates (scripts). We explore the possibility of applying scripts to advertising. Of particular interest are the effects that changes to the script produce in terms of the promotional message and consumer perception of the advertised product. The advertising sphere chosen for this study is the US mineral water market; a corpus of Instagram advertisements, retrieved from the pages of the main US producers of bottled mineral water (2,223 tokens), was selected and both their verbal and non-verbal aspects were analyzed. The results confirm our hypothesis of the presence of script change in advertising: such results offer a basis for further research to establish a predictive model for advertising communication that can be applied to various advertising channels (commercials, digital advertisements, etc.) and different products.
This paper provides an integrated social semiotic framework for analyzing intertextuality in multimodal advertising discourse. Following the distinction between manifest intertextuality and ...interdiscursivity, our model entails the three interrelated components of explicating what the intertextual sources are, how they are constructed with multimodal resources, and how they interact with the promotional discourse. Analysis of 30 popular video advertisements shows the fundamental role of character voices and different social semiotic activities in achieving the purpose of promoting products and services. Through intertextual devices, the advertisements construct multiple identities, including authoritative and peer ones, to evoke different reading positions. In particular, the identity of middle-class urbanites sharing their experiences and values with the audience is dominant. The intertextual devices achieve promotional, relational, and entertainment functions, and the promotional function is realized through sharing, recreating, expounding, and reporting activities, while the recommending activities only occupy a very small portion of the screen time of the advertisements. The framework of multimodal intertextuality provides a useful lens for explicating the complex meaning-making resources, their communicative functions, and hidden ideologies in advertising discourse, which can further provide new insight into the social reality.
En este estudio se presenta un análisis lingüístico de anuncios cubanos de pérdidas, alquileres, ventas y solicitudes de compra publicados en el Diario de La Habana a principios del siglo XIX. Esta ...tipología de escritos periodísticos permite conocer y ahondar en las propiedades y útiles de la vida cotidiana que circulaban en el contexto cubano colonial. Entre lo publicitado se encuentran haciendas, mobiliario doméstico, alhajas, animales, e incluso, esclavos recién llegados de tierras africanas. Toda la mercancía anunciada en las páginas de este periódico aparece descrita y detallada con minuciosidad, empleando como único medio comunicativo la expresión escrita. Por tanto, a lo largo de este trabajo, se atiende a los distintos niveles lingüísticos, se muestra a través de los ejemplos expuestos el diverso vocabulario utilizado para referirse a los distintos bienes comerciales y se estudia la adjetivación que acompaña a estos y que caracteriza al discurso publicitario consignado en este diario. Asimismo, a partir de las estrategias discursivas empleadas en este tipo de publicaciones se podrá reconstruir cómo se conformaba esta clase de escrito expositivo y cómo, en definitiva, la configuración formal del mismo y su contenido contribuían a alcanzar el fin primordial de este tipo de textos: llamar la atención sobre el receptor, persuadirlo y convencerlo para que realizara una determinada acción.
Este trabajo aborda la configuración informativa del discurso publicitario cuando se emplean los neologismos como recurso lingüístico central. La información nueva aportada por estas formas ...sorprendentes para el destinatario supone un esfuerzo de interpretación que el creador del mensaje debe compensar planificando el resto de los bloques informativos, tanto lingüísticos como visuales. El análisis realizado sobre 60 anuncios publicitarios nos ha permitido observar cómo construye el publicista un andamiaje que sirve para la comprensión del término novedoso: recurre a las asunciones y creencias que compartimos por nuestra pertenencia a comunidades culturales diversas, activa información conocida y favorece la construcción de inferencias mediante la información accesible. La dependencia entre texto e imagen en los anuncios estudiados demuestra, además, que la totalidad del discurso multimodal se conecta mediante relaciones discursivas de semejanza, ampliación y causalidad.
The contribution of this study is expressed in the following research question: is it possible to identify some implicit-explicit textual or visual elements that catalyze or distract audience ...attention on or from the advertised product? An analysis of a corpus of advertisements taken from the Instagram pages of the major companies operating in the US food and beverage market reveals that attracting or distracting attention on or from a product’s use or function is a frequent strategy. These elements may contribute to changing scripts in advertising and mental patterns in consumer perceptions. The items that signal the distraction or the catalyzation of consumer attention in the advertising message have been identified via the ARCO model (St.Amant forth., St.Amant 2022), based upon the concept of usability of products, which helps decode the process of recognition of a product in the consumer’s brain. Results are promising, as this theory may help advertisers make more effective moves in the dual, cooperative relationship with consumers and review promotional strategies to engage the audience in advertising communication.
The image of the target audience of training courses advertising is considered. The authors set a goal — to characterize the speech modeling of the addressee of advertisement on the basis of ...advertising discourse. The object of the study is the private discourse of Spanish courses advertising, the subject of the study is the language and speech units of the advertising text, which create a psychological and speech portrait of the addressee of the advertisement. The novelty of the study is seen in the fact that, on the basis of advertising texts, the communicative features of not their authors, but their addressees are analyzed. The relevance of the study is due to the importance of advertising discourse in modern mass culture, in particular, the interest in its influencing function. The authors dwell on the properties of the advertising text as one of the targeting tools, which is carried out due to the positive tone created by the system of language and speech units. The most active language and speech means of creating a positive tone in the text of advertising training courses are analyzed. Particular attention is paid to the vocabulary of different thematic groups. The authors conclude that the lexical composition of advertising training courses makes it possible to reconstruct fragments of the psychological and speech portrait of advertising recipients (students), to model their psychological characteristics, their range of interests and preferences.
The article is dedicated to world-modelling in commercial advertising. The author draws on European and Russian cognitive-discursive theories, which emphasize the importance of studying discourse in ...terms of mental representations and sets out the basics of World Modelling Theory. The named theory is used in the paper as a framework for understanding linguistic mechanisms of structuring information about the world by ‘the powerful’ agent of advertising discourse and its representation in slogans for the main objectives of communication. The argument is that text-worlds, generated by slogans, are cognitive-pragmatic representational structures of discourse, mediating the interaction of agent, client, and product, that depend on a wide range of contextual factors, having marketing character. The paper considers linguistic mechanisms of activating representational structures in correlation with pragmatic aspects of advertising communication, which lead to profiling three entities in the text-worlds – ADDRESSER, ADDRESSEE, PRODUCT. Typical world-modelling patterns are analyzed in the perspective REALITY – POTENTIALITY. It is shown that agent of discourse governs the perception of state of affairs presented in the text-world either exploiting the existing mass representations or creating new ones that eventually become socially accepted.Key-words: advertising discourse, text-world, world-modelling
Mergulhando no McLanche Feliz Scheidegger, Paulo Henrique Bonfim; Ferreguett, Cristhiane
Travessias,
03/2024, Letnik:
18, Številka:
1
Journal Article
Recenzirano
Odprti dostop
Este artigo é fruto de uma pesquisa de Iniciação Científica – IC, desenvolvida durante o curso de graduação em Letras Inglês, nos anos de 2021 e 2022, na Universidade do Estado da Bahia - UNEB. ...Objetivou-se com esta pesquisa analisar discursivamente uma campanha publicitária do Mc Lanche Feliz, da Rede McDonald’s, divulgada através do canal McDonald’s Brasil, via plataforma Youtube, no primeiro semestre de dois mil e vinte e um. Para isso, observou-se a construção do discurso publicitário voltado para o público infantil utilizado na campanha Mergulhando no McLanche Feliz (2021). A metodologia adotada para a análise dos enunciados verbo-visuais presentes na campanha seguiu os postulados teóricos do Círculo de Bakhtin (2018), bem como o esquema analítico-metodológico elaborado por Ferreguett (2014). Além disso, discutiu-se também os conceitos de cyber-infância (Levin, 2007; Girão, 2018) e consumismo (Bauman, 2008). A partir das análises, concluiu-se que a equipe de marketing do McLanche Feliz está atenta não apenas ao universo das crianças, como também a elementos discursivos como a interação, a enunciação e a semiótica na composição de sua propaganda. Descobriu-se também que há uma tendência da empresa na redução do tempo de duração do vídeo comercial sem que ocorra perda de aceitabilidade do conteúdo exibido.
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