scholarly journals Persuasive appeals in Jordanian and Algerian telecommunication television commercials

2020 ◽  
Vol 6 (1) ◽  
pp. 307-321
Author(s):  
Ghaleb Rabab’ah ◽  
Lydia Idir ◽  
Sharif Alghazo
Keyword(s):  
Target Audience ◽  
Media Discourse ◽  
Television Commercials ◽  
Television Advertisements ◽  
Telecommunication Companies

AbstractThe present study seeks to explore the link between persuasion and advertising by examining the persuasive appeals used by telecommunication companies in Jordanian and Algerian television commercials. To this end, 12 television advertisements (six from Jordan and six from Algeria) were randomly selected from YouTube. The data were analysed based on previous categorisations of persuasive appeals. The findings revealed that both groups of advertisements adopted various appeals to persuade their target audience to purchase products and experience their services, and that the most widely used appeals were play on words, brand, celebrity and music appeals. These findings provide insights into the value of understanding how persuasion is used in media discourse and in different linguistic and cultural milieus.

scholarly journals Propaganda Instruments in Contemporary Campaigns: Comparison of Estonian Political Television Advertisements and Modern Television Commercials

2007 ◽  
Vol 3 (1) ◽  
Author(s):  
Agu Uudelepp
Keyword(s):  
Content Analysis ◽  
Present Article ◽  
Television Commercials ◽  
Political Advertisements ◽  
The Public ◽  
Television Advertisements ◽  
Similarities And Differences ◽  
Democratic Societies

The author argues in the present article that although propaganda is considered mostly a tool of ideological communication suitable for use during wars or in totalitarian states, it is still used in contemporary democratic societies at peacetime and there are no major differences between employing instruments of propaganda in the public or the private sectors. The present analysis is based on the similarities and differences between Estonian political television advertisements and modern television commercials with an emphasis on the application of propaganda instruments. The author employed content analysis when studying the sample in which were 100 non-political and 84 political advertisements. This research shows that Estonian political television advertisements and international non-political television advertisements share some significant similarities: cognitive propaganda instruments are more widely employed than social ortechnological ones. The role oftechnological propaganda instruments is diminishing and such instruments are replaced by structural ones. A major difference is that, on average, there are more propaganda instruments per advertisement in political television advertisements than in non-political television advertisements, and technological propaganda instruments are not employed in non-political television advertisements.

scholarly journals A complex mode of screen translation: the case of advertisements on Spanish television

2021 ◽  
Vol 6 ◽  
Author(s):  
Cristina Valdés
Keyword(s):  
Language Policies ◽  
Television Commercials ◽  
Complex Mode ◽  
Television Advertisements ◽  
Television Spot ◽  
Audiovisual Translation ◽  
Main Components ◽  
Persuasive Effect

This study on the translation of television commercials explores several aspects of this very specific audiovisual translation subtype. Firstly, it looks into dubbing and the language policies on Spanish television, which are issues affecting the decisions on the translation of television advertisements. Secondly, it approaches the notion of a TV ‘spot’ as an audiovisual text whose main components, image and sound, form a cohesive unity that is meant to trigger a persuasive effect, but may vary in translation. Finally, it analyses an example of a television spot, in English and in Spanish, focusing on the manipulation of the text when it is translated for Spanish television channels.

scholarly journals Magic ingredients and clinical tests in commercials as advertising strategies

Comunicar ◽  
2006 ◽  
Vol 14 (27) ◽  
pp. 123-128
Author(s):  
Carolina Moreno-Castro
Keyword(s):  
Scientific Community ◽  
Television Advertising ◽  
Target Audience ◽  
Clinical Tests ◽  
Television Commercials ◽  
Advertising Strategies ◽  
Made In

In this paper we analyse several television commercials shown on Spanish national TV channels. There are two different kinds of advertising slogans to increase credibility of the advertised products: spots which make reference to nmagic ingredientsn, which are subject to trends and designed to make the target audience fantazise about the characteristics of these products; and secondly, we detect a growing number of advertisements which make reference to the product having been scientifically tested. However, complaints by consumers' organisations and the scientific community are on the rise concerning the abusive use of scientific terrninology on television advertising, as well as the lack of scientific reality of the claims made in the commercials.En este trabajo se analizan una serie de anuncios emitidos por las cadenas de televisión generalistas españolas en las que se emplean dos tipos de eslóganes publicitarios para intentar otorgar credibilidad a los productos que se publicitan. Por una parte, se encuentran anuncios que aluden constantemente a ingredientes mágicos que periódicamente se ponen de moda y que hacen que el imaginario colectivo fantasee sobre las características de estos productos; y por otra parte, se detecta que cada vez es mayor el número de anuncios que aluden a eslóganes en los que se hace constar que el producto ha sido comprobado científicamente o testado clínicamente por determinados laboratorios. Sin embargo, cada año aumentan las denuncias de colectivos de consumidores y de asociaciones médicas por el mal uso que se hace de la terminología científica en los anuncios publicitarios y por los mensajes que transmiten, que en la mayoría de los casos no se corresponden con la realidad científica.

TELEVİZYON REKLAMLARININ TÜKETİM KÜLTÜRÜNE ETKİSİ THE EFFECT OF TELEVISION ADVERTISEMENTS ON CONSUMPTION CULTURE

2021 ◽  
Vol 6 (14) ◽  
pp. 56-66
Author(s):  
Cemil YAVUZ
Keyword(s):  
World Order ◽  
The Other ◽  
Purchasing Behavior ◽  
Television Commercials ◽  
Globalizing World ◽  
Consumption Culture ◽  
First Choice ◽  
Television Advertisements ◽  
The Many ◽  
The Relationship

The concept of "other", which is made attractive by different discourses in the consumption culture, is presented to users as an object to be consumed. The other phone, the other house, the other body, etc., which the consumers desire to reach. advertisements are always made more attractive than what they have. In a sense, instead of marketing products to people in line with their needs, new needs are tried to be marketed to this audience. As a result, in today's rapidly changing world, the necessity of going beyond traditional stereotypes has arisen in understanding consumer behavior. While examining the purchasing behavior of consumers, some new facts brought about by the changing and globalizing world order should also be taken into account, apart from the classical factors. Advertising is one of the most important concepts that trigger social consumption. Advertisements reach the target audience through different channels and television advertisements take a large share of this part. What is important for a company that advertises is that it prefers its own brand among the many different brands when the consumer goes to the market. However, with the emergence of many similar brands in the same categories, classical advertisements are not enough for a product to be the first choice in the minds of the consumer. In this study, how the desire factor that is tried to be evoked in television commercials is processed in the commercials. The relationship between the interest levels of consumers' gender identities and socioeconomic status levels regarding advertisements and the effect of these concepts on the shaping of consumption culture is discussed in scale.

scholarly journals Health and Hygiene Promotion by Advertisement is a Source to Make Consumer More Health Paranoid

2019 ◽  
Vol 8 (4) ◽  
pp. 2580-2587
Keyword(s):  
Consumer Preferences ◽  
Structured Interview ◽  
Product Placement ◽  
Primary Data ◽  
Television Commercials ◽  
Hygiene Promotion ◽  
Television Advertisements ◽  
Consumer Intentions ◽  
The Mind ◽  
Advertising And Promotion

Purpose: This paper evaluates the perspective and willingness of a customer behavior approach by using television advertisements for safe health, hygiene and sanitation by incessant advertising and promotion to create a brand and keeping regularly in the memory of consumers in order to be as the preference which arouses the consumer desires. Methodology: The method of the study was descriptive the Primary data was collected by using tools interviews, surveys questionnaires, online surveys, well-structured interview schedules, and schedule questionnaires. Findings: Television commercials look for making use of extremely interactive content and visualization where possible to show. Consumer preferences are highly sophisticated about their Product priorities .Promotion of Health factors by television Advertisements are used to persuade changes in consumer behavior. Implications: It is to be found that most of consumers preferred their products due to How Health and Hygiene promotion through TV advertisement which sways consumer intentions and that factors researcher wants to investigate through this research. Value: People are taking a deep interest in their health, hygiene, and wellness. And television is work as a valuable communication instrument of the product placement at top of the mind of the consumer Does it affect consumer mind? Does it truly make the consumer to take the firm decision for purchase? To know these facts researcher has uncovered with this research study to take corrective actions by FMCG Companies.

scholarly journals Constructing the digital identity of University of Tsukuba, Japan, in the multi-language media space

2021 ◽  
pp. 13-21
Author(s):  
Larisa G. Vikulova ◽  
◽  
Natalia S. Ageeva ◽  
Keyword(s):  
Comparative Analysis ◽  
Digital Communication ◽  
Target Audience ◽  
Media Discourse ◽  
Digital Identity ◽  
Key Factors ◽  
Cultural Characteristics ◽  
Media Space ◽  
The University

The research defines the key factors of shaping a digital identity of a modern university and its representation in media discourse. The object of analysis is the official website of University of Tsukuba designed in Japanese and English. University of Tsukuba functions as a model of a university-corporation and actively implements mission 3.0. in its practices. A university website is viewed as an ensemble of promotion texts that are applied as a tool for promoting the university brand and positioning a university in the international educational space. The comparative analysis of the website architecture and mission of the university in English and Japanese reveals the key role of the addressee in digital communication. It was discovered that the university website uses various means of defining the target audience constructing its image portrait based on certain linguistic and cultural characteristics.

scholarly journals Manifestation of Gender-Binaries in Pakistani Television Commercials: A Semiotic Analysis

2018 ◽  
Vol III (I) ◽  
pp. 355-375
Author(s):  
Muhammad Haseeb Nasir ◽  
Muhammad Safiullah ◽  
Sana Hussan
Keyword(s):  
Social Change ◽  
Meaning Making ◽  
Social Institutions ◽  
Sampling Technique ◽  
Media Discourse ◽  
Semiotic Analysis ◽  
Television Commercials ◽  
Theoretical Underpinning ◽  
Men And Women ◽  
Gender Binary

The current study investigates the prevalent gender-binary narrative in Pakistani television commercials. It tends to portray the dominant gender representational mechanisms which are implicitly employed by the advertisers. Television commercials, having the power to (re)frame the ideology of larger audience through visual/linguistic content and agency to pave the way for social change have become one of the most viable social institutions of disseminating information to a wider audience. The theoretical underpinning of the study is based on the theory of semiotics outlined by Dyer in “Advertising as Communication”. Semiotics is considered a critical tool for investigating meaning making process in media discourse because of its wideranged acceptability and reliability. The data for the current study comprise television commercials which are broadcast on popular Pakistani television channels. The sampling technique is purposive in nature including only those commercials which largely reflect gender representation. The study finds the commercials presenting layers of meanings at symbolic level of semiotic modes where men and women are displayed in stereotypical manner, subscribing to patriarchal structures.

Consuming the consumers

2011 ◽  
Vol 26 (2) ◽  
pp. 247-275 ◽  
Author(s):  
Mie Hiramoto
Keyword(s):  
Public Discourse ◽  
Brand Image ◽  
Public Image ◽  
Local Culture ◽  
Media Discourse ◽  
Local Television ◽  
Television Advertisements ◽  
Positive Sentiment

Previous sociolinguistic research concerning the use of Hawai‘i Creole (HC) in public discourse has posited a link between a negative public image and subsequent discouragement of its use by government and media (e.g. Romaine 1999; Sato 1989, 1991, 1994), except in some limited venues. This paper reports on the emerging trend of HC use in media discourse, presenting data from local television advertisements and discussing the role of language therein. Despite the fact that HC has traditionally been a stigmatized variety in public discourse, its employment in television advertisements is currently on the rise, riding a wave of positive sentiment for Hawai‘i’s local culture. The use of HC in the commercials is strategic and carefully controlled; while heavy Pidgin (basilectal HC) is still avoided as possibly detrimental to brand image, the right touch of HC is a favored tactic among these advertisement producers. HC is one of a number of criteria for implicit membership for the Hawai‘i residents on which advertisers may draw in an attempt to fabricate a synthetic membership with the audience.

Propaganda Instruments in Contemporary Campaigns: Comparison of Estonian Political Television Advertisements and Modern Television Commercials

2007 ◽  
Author(s):  
Agu Uudelepp
Keyword(s):  
Content Analysis ◽  
Present Article ◽  
Full Text ◽  
Television Commercials ◽  
Political Advertisements ◽  
The Public ◽  
Television Advertisements ◽  
Similarities And Differences ◽  
Democratic Societies

The author argues in the present article that although propaganda is considered mostly a tool of ideological communication suitable for use during wars or in totalitarian states, it is still used in contemporary democratic societies at peacetime and there are no major differences between employing instruments of propaganda in the public or the private sectors. The present analysis is based on the similarities and differences between Estonian political television advertisements and modern television commercials with an emphasis on the application of propaganda instruments. The author employed content analysis when studying the sample in which were 100 non-political and 84 political advertisements. This research shows that Estonian political television advertisements and international non-political television advertisements share some significant similarities: cognitive propaganda instruments are more widely employed than social ortechnological ones. The role oftechnological propaganda instruments is diminishing and such instruments are replaced by structural ones. A major difference is that, on average, there are more propaganda instruments per advertisement in political television advertisements than in non-political television advertisements, and technological propaganda instruments are not employed in non-political television advertisements. Full text available: https://doi.org/10.22215/rera.v3i1.182

scholarly journals Media Discourse And Gender: Issues Of Reconstruction Of Gender Ideologies In Pakistani Television Advertisements

2014 ◽  
Vol 8 (1) ◽  
pp. 197-218
Author(s):  
Sarwet Rasool
Keyword(s):  
Gender Roles ◽  
Cell Phones ◽  
Gender Issues ◽  
Media Discourse ◽  
Gender Ideologies ◽  
Men And Women ◽  
Linguistic Strategies ◽  
Television Advertisements ◽  
And Gender ◽  
Beauty Products

Traditionally Pakistani society exhibits stereotypical patriarchal gender ideologies in all spheres of life. Pakistani media also operates under the same patriarchal framework of received definitions of gender. When it comes to Pakistani television advertisements, to ensure social acceptability, typically they represent men and women in their perceived gender roles. However, recently a wave of change can be noticed in these advertisements as many advertisements challenge and/ or reconstruct gender ideologies implicitly or explicitly. In the current research advertisements selected from diverse domains including edibles, cell phones and services, beauty products and toiletries denote a change across gender stereo-typicality. The paper investigates whether, how far and in what ways gender roles and ideologies are challenged and reconstructed; and what thematic, linguistic and extra linguistic strategies are used in Pakistani television advertisements. It is expected that the paper will provide insights into the processes of reconstruction of gender ideologies in Pakistan.

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