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  • Cross-cultural analysis of online bank advertisements in English and Serbian = Medkulturna analiza bančnih spletnih oglasov v angleškem in srbskem jeziku : doktorska disertacija
    Lazović, Vesna
    Advertising examples are ever more analyzed and used, as yet another form of communication, because they are ubiquitous (e.g. billboards, the Internet, TV commercials, magazines). Advertisements have ... the potential to greatly impact our lives, since they are designed to compel us to purchase products. They show current trends in social preferences and can be the mirror of the times people live in. This research study aims to explore and describe typical features of online bank advertisements in two languages and cultures, namely the UK, the representative of the industrialized country and Serbia, the country in transition. A cross-cultural analysis of advertisements of the same type may manifest the cultural values and norms of the target audience. The idea to focus on bank advertisements stems from the fact that trust in banks has declined over years due to the significant impact the global financial crisis has had on ordinary people's lives, with customers nowadays being more cautious about borrowing and spending money. Based on the corpus comprised of web pages of banks operating in these two countries and offering services to people of two different cultures, the study highlights current trends in advertising in different languages and addresses the following research questions - (a) whether and to what extent globalization has influenced the potential customer's address, (b) what kind of language is employed in different cultures and how it is used to persuade, convince and manipulate others, and (c) whether the change to web media, much more easily accessible, has brought some changes or has, on the contrary, uniformed the language of web adverts. The research problem is analyzed with respect to two levels: (1) linguistic level (orthographic, lexical, grammatical, semantic and pragmatic) and (2) non-linguistic level (other attention-seeking devices, gender stereotyping). In other words, the purpose of this research is to gain a better understanding of the main linguistic and non-linguistic strategies used to attract attention of the audience and make them choose bank services. The research deals, first, with an analysis of the texts typically found in advertisements in two languages and cultures, focusing on frequent words and dominant parts of speech, grammatical structures, figurative language, among others. Second, linguistic patterns used in both languages are identified, explained and illustrated. The further discussion reveals specific xiv similarities and differences between one western industrialized country and one eastern country in transition. In addition to the textual analysis and interpretation of verbal content, the important non-linguistic elements are analyzed, including images, which are also important in reference to the text. Since the combination of these two constitute elements of the message in advertisements, it is vital to analyze the visual component, i.e. images. In this study, the representation of men and women is discussed, because in that way the role of images in establishing certain stereotypes and prejudice can be investigated. By comparing major approaches adopted in British and Serbian advertisements of the same type, some cultural factors conditioning the chosen forms may become apparent. The findings, hence, reveal that there exist universal features in advertising, i.e. similarities in some aspects of advertising expressions globally. On the other hand, culture can have a significant influence on marketing decision and the success of marketing communications. Differences are anticipated as well, especially because the UK is longer in advertising business, offers more products and is hence skilful at recognizing consumers' needs and fulfilling them instantly.
    Type of material - dissertation ; adult, serious
    Publication and manufacture - Ljubljana : [V. Lazović], 2015
    Language - english
    COBISS.SI-ID - 56883810

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