In modern science, linguistic research of advertising as a text is intensified, as advertising is an integral part of modern culture. The topicality of considering the problems associated with the ...translation of advertising texts is stipulated by the need to determine the degree of verbal manipulation, which is encoded in modern English and Ukrainian advertising, as well as methods and features of their rendering into Ukrainian. The purpose of the work involves consideration of English advertising and the features of its translation into Ukrainian. Research methods are method of continuous sampling, used when working with factual material, namely advertising texts, and a comparative method that revealed the common and distinctive characteristics of Ukrainian and English advertising slogans. Among the diverse number of methods, strategies, transformations and ways of translating the English advertising texts, we will highlight those that are used in the Ukrainian advertising field most often, namely: transliteration, literal (direct translation), loan translation, indirect translation, adaptation, creative translation using occasionalisms. Speaking about the methods of linguistic manipulation, we point that they include the variability and creativity of the text, as well as rhetorical figures, tropes, imagery, besides, we can mention here manipulation at different levels of language: morphological, graphic, syntactic, lexical and phonetic. The main goal is to achieve greater expressiveness and conviction. Therefore, we can conclude that advertising is a product of advertising activity, whose pragmatic orientation is the need to induce the addressee to take certain actions: purchase of goods, ordering some services. The effectiveness of an advertising campaign depends on the verbal means of influencing consumer motives. It should be noted that when translating advertising texts, the translator is to take into account a number of linguistic and cultural features: syntactic, semantic, as well as inter-contextual. What is more, the most actively perceived by the recipients is the sound image of the advertising text, because it is the key to the success of the advertising campaign, it is what attracts the attention of potential customers from the first sounds heard. After analyzing the above-mentioned methods of translating English advertising texts, we can conclude that the translator has a fairly large variety of translation transformations. For successful translation of the advertising text it is possible to allocate certain recommendations: 1) to be convinced that the advertising text should be translated. Basically, company names and some slogans are not translated into Ukrainian if they carry a minimal semantic loading; 2) to analyze the text in English, examine it for the presence of socio-cultural realities, allusions, literary parallels, metaphors, puns, polysemy; 3) to be convinced of own understanding of the maintenance of the advertising message; 4) to perform a preliminary version of the translation, choosing one of the translation methods; 5) to analyze the possible reaction of the recipients of the translated text, taking into account the cultural and age characteristics of the target audience, if necessary, make changes to the translated text; 6) to make a translation decision, perform the final version of the translation based on the fact that as accurately as possible to convey the content, emotional message and spirit of the advertising text of the original language.
The aim of this article is to analyze how French cultural allusions and wordplays in advertising slogans can be transposed into Romanian. Drawing on a series of concepts and theoretical observations ...concerning the field of advertising translation, we will outline the difficulties, the constraints, and the main strategies involved in this particular kind of translation. Secondly, we would like to analyze some concrete examples of advertising campaigns initiated in France and exported to Romania. Thirdly, we will examine the translation/localization of the advertising slogans into Romanian and we will discuss the solutions found by the translators to overcome the linguistic and the cultural difficulties raised by the translation process.
The present work explores the personal determinacy of the Chinese advertising slogan as a type of microtext. Despite numerous studies on advertising texts, in particular on advertising slogans, much ...of this topic remains unexplored. In favor of the relevance and novelty of this study, the problem of identifying and describing text-forming categories that reflect the most general and essential characteristics of an advertising slogan as a type of microtext is still little studied. To summarize, it should be noted that the text-forming category of personality, formalized in most cases by personal or possessive pronouns, is often found in this type of text in the form of an address to the reader/listener. The rare use of first-person singular narration in advertising slogans suggests that the advertising slogan gravitates toward the impersonal nature of the narrative, which can be interpreted as a characteristic feature of this type of microtext. These artistic techniques are important for the semantic aspect of the advertising slogan, because its main goal is to arouse the interest of the addressee.
The present work explores the local architectonics of the advertising slogan as a type of microtext in Chinese. Despitenumerous studies on the issue of advertising texts, in particular on the ...advertising slogan, much of this topic remainsunexplored. In favor of the relevance and novelty of this study, the problem of identifying and describing text-formingcategories that reflect the most general and essential characteristics of an advertising slogan as a type of microtext is still littlestudied. As a result of the analysis, the author concludes that a characteristic feature for advertising slogans as a microtext is arare correlation of specific local indicators of place – autosemantic indicators and synsemantic circumstances of the place.These indicators can accurately describe the geographical space and provide the addressee with complete orientation insideadvertising slogan as a model of text location.
Interestingly, some new product digital video ads use slogans, while some do not. This study aims to identify the similarities and differences between the message strategy elements used in two types ...of new product video advertisements (no slogan vs. slogan). In addition, it attempts to examine how product innovation newness may moderate the influence of video advertising (no slogan vs. slogan) on the presentation frequency of various elements of the message strategy.
This study employed content analysis method to confirm the special features of the message strategy for the digital video ads. 1070 digital video advertisements of six technology-driven companies' new products published on the YouTube website's corporate accounts in the two-year period from 2018-2019 were collected.
This study clarified the ambiguous relationship between message strategy and creative strategy and confirmed the theoretical framework of an advertising message strategy. The results of a content analysis revealed that the presentation frequency of elements of the message strategies for the two types of new product digital video ads (no slogan vs. slogan) were significantly different and confirmed the moderation effect of the product innovation newness.
Extant literature has mostly confirmed the theoretical value and practical significance of advertising slogans. However, there are few studies on advertising message strategies with or without slogans. Our research attempts to provide a theoretical basis for new product video advertising message strategies with or without advertising slogans.
When designing video ad copy, advertisers should have the awareness of integrating the four elements of message strategy for systematically planning. When the advertisers choose to use video ads with slogans, they should adopt more rational appeals, creative elements, information cues, and execution elements. The video advertisements of the two groups of new products (INP vs. RNP) differ significantly in the elements presented by the message strategy in the context of whether there are advertising slogans.
This is the first study that examines the similarities and differences between the presentation frequency of various message strategic elements of the two types of digital video advertisements (no slogan vs. slogan). In addition, it examined the influence mechanism of advertising slogans on the four elements of message strategy.
Языковым материалом для данного исследования послужили рекламные слоганы о скидках и снижении цен ко Дню космонавтики. В своей работе автор, опираясь на исследования в области политической метафоры ...А.П. Чудинова и «языковой картины мира» Г.Н. Скляревской, подробно рассматривает метафорическую модель «Праздник». В результате было выявлено, что компонентами, участвующими в образовании сферы-мишени в исследуемом языковом материале, являются контекстные антонимы, невербальные средства (логограмма) и игра слов, построенная на полисемии, Немаловажным для метафоризации рекламного слогана является и дискурс рекламного слогана, благодаря которому рекламодатель достигает своей коммуникативной задачи по привлечению покупателя.
E-Module Werbeslogans. A Corpus Informed Lexicographic Ressource of Advertising Slogan Use Outside the Domain of Advertising.The article aims to describe the development of E-Module Werbeslogans, ...integrated into OWID-Sprichwörterbuch at the Leibniz Institute for German Language in Mannheim. It represents a corpus informed online description and presentation of advertising slogans, i.e. set sentences from advertising, currently used outside the domain of advertising in everyday language. As these advertising slogans are used in the same way as proverbs, they can be similarly lexicographically described. The module is based on the lexicographic concepts developed in the EU project SprichWort. Eine Internetplattform für das Sprachenlernen für die Sprichwort-Plattform as well as the proverb articles in the OWID-Sprichwörterbuch; it is innovative and does not represent a continuation of traditional dictionaries in the field of phraseology. The article describes the corpus informed method for the analysis of advertising slogans used outside of the domain advertising, continues with the description of the lexicographic process as well as the microstructure of online slogan articles and concludes with the links that connect different information at the macrostructural level of OWID (Online-Wortschatz-Informationssystem Deutsch).
An advertising slogan is a sentence that expresses a product or a work of art in a straightforward manner and is used for advertising and publicity. Moving the consumer's mind and attracting their ...interest can significantly influence sales. Although rhetorical techniques in a slogan are known to improve the effectiveness of advertising, not much attention has been devoted to analyze or automatically generate sentences with the techniques. Therefore, we constructed a large corpus of slogans and revealed the linguistic characteristics of the basic statistics and rhetorical devices. Another point of focus was antitheses, of which the usage rates are relatively high and which have a specific sentence structure and lexical constraints. The generation of a slogan that contains an antithesis necessitates the structure of sentences, known as templates, to be extracted and also requires knowledge of word pairs with semantic contrast. Thus, the next step involved analysis of the structure to extract the sentence structure and lexical knowledge about the antithesis. Despite its simple architecture, the proposed method exceeds the prediction accuracy and efficiency of a comparable method. Lexical knowledge that is not available in existing dictionaries was also extracted.
This study aimed to achieve an in-depth understanding of consumers’ emotional responses to advertising slogans and their effect on the development of advertising effectiveness. The current study is ...based on a survey data. An artificial neural network architecture was applied in this research study and designed to find patterns of non-linearity, especially if one is dealing with the human “emotional corridor.” A good root mean squared error was achieved when highlighting research results like the critical role of consumers’ cognitive appraisals and personal involvement. The result manages the outcome desirability of consumers from the product desirability itself and appeal to an emotion-laden pleasant environment. The results are relevant and meaningful to marketing communication from storytelling to consumer-generated advertising. The multiple feedforward the neural network has also enabled the fuzziness of the judgemental data to be dealt with.
Introduction. The article presents the results of a neuropsychological study in outdoor advertising. Diagnostic capabilities of the neurointerface to evaluate the efficiency of passwords are ...considered. The leasing process and existing methods of performance evaluation are highlighted. The specificity of neuropsycholinguistics in the approach to the analysis of the mental activity of the individual in the acquisition and use of language is shown. The ultimate goal of this neuropsycholinguistic study is to find out what exactly pleases the voter and what prompts the candidate to support the electorate of a particular region, which in turn will allow him to adjust the content of political advertising by making it highly effective.
Methods and Techniques of the Research. The EMOTIV Epoc + mobile 14 channel neurointerface was used to study the neuropsychological study of political slogans from outdoor advertising. In addition, we have used professional EEG monitoring software to visualize brain electrical activity and to transform transformed EEG indicators in the form of basic cognitive-emotional indicators: EmotivPRO and EMOTIV Brain Activity Map. Ranking of slogans on the effectiveness of influence on the electorate was carried out on the basic raw EEG data and their transformation into cognitive-emotional indicators: stress, interaction, interest, excitement, concentration, relaxation. This set of neuropsychological techniques is a relevant highlight. The poll was attended by potential voters in the 2019 presidential election. The sample size is 30 men and 30 women.
Results. As a result of a neuropsychological study of political slogans on outdoor advertising, it was found out which slogans are the best, good, mediocre, ambiguous, ineffective, ineffective and negative for voters. The results of the study were published on November 16, 18 on the social network “Feusbuk” and November 20, 18 on the TV channel “True here” in the broadcast “In the field of excitement” issue No 24.
Conclusions. Summarizing the findings and interpreting the cognitive-emotional indicators, it was concluded that in order to create an effective psychological impact on the voter’s behavior, it is recommended to have the word “Ukraine” in the slogan, to avoid the motivating words (for women, it is the army and everything related to violence and death, and for men everything related to the provision of material goods), the use of religious sentimentality in women, and gender mainstreaming when targeting slogans.
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