scholarly journals Discourse Analysis of Persuasive Language in Philippine Print Advertising

10.17158/482 ◽  
2016 ◽  
Vol 19 (1) ◽  
Author(s):  
Edroslyn J. Fernandez
Keyword(s):  
Discourse Analysis ◽  
Figurative Language ◽  
Television Advertising ◽  
Semantic Features ◽  
Print Advertising ◽  
Emotional Needs ◽  
Colonial Mentality ◽  
Print Advertisements ◽  
Future Events ◽  
One Year

<p>This qualitative study employed discourse analysis of persuasive language of 115 print advertisements of beauty products from one year issue of three local magazines. Thorough data analysis showed that persuasive language of print advertising is embedded in indirect convincing through an appeal to emotional needs, an appeal to celebrity image, and an appeal to colonial mentality of consumers. Furthermore, persuasive language is embedded in analogy through the use of metaphor and future events. Results also showed that the syntactic and semantic features of print advertising in Philippine context include the use of adjectives, time expressions, figurative language, clipping, blending, poetic devices, imperatives, code-switching, and problemsolution structure. An interesting social issue generated from the result of the study is the myth of women’s agelessness and perfection.It is recommended that a similar study be conducted to radio and television advertising to improve the practice of advertising language that is reflective of culture, behavior, and educational practices.</p><p><br /><strong>Keywords:</strong> Advertising, discourse analysis, persuasive language, print advertising, Philippines</p>

scholarly journals Data on gender representation in food and beverage print advertisements found in corner stores from Guatemala and Peru

2021 ◽  
Vol 14 (1) ◽  
Author(s):  
Lucila Rozas ◽  
Peter Busse ◽  
Joaquin Barnoya ◽  
Alejandra Garrón
Keyword(s):  
Food Industry ◽  
General Information ◽  
Marketing Strategies ◽  
Gender Representation ◽  
Print Advertising ◽  
Public Officials ◽  
Print Advertisements ◽  
Corner Stores ◽  
Food And Beverage ◽  
And Gender

Abstract Objectives Data on gender representation in food and beverage advertisements may allow for a better understanding of how the food industry is targeting different audiences based on gender. Nonetheless, scant research on food and beverage print advertising with a gender approach has been conducted. Therefore, we sought to assess the prevalence of gender focus in print advertisements found inside corner stores in two cities: Guatemala City, Guatemala, and Lima, Peru. Data description We developed two complementary datasets as part of the study: (1) a dataset of digital photographs of 200 food and beverage print advertisements found in corner stores located near schools (100 ads per country selected according to criteria such as product type, image quality, and uniqueness); (2) a quantitative dataset with data of the content analysis of these photographs. We employed 19 variables to record the general information and gender assessment of the ads. These datasets should allow scholars and public officials to identify gender-specific marketing strategies of the food industry that might impact children’s and adolescents’ nutrition differently.

STRUCTURAL AND SEMANTIC CHARACTERISTICS OF THE NAMES AND DESCRIPTIONS OF DISHES IN GERMAN RESTAURANT DISCOURSE

2021 ◽  
Vol 7 (2) ◽  
pp. 96-119
Author(s):  
Nadezhda G. KANTYSHEVA ◽  
Inna V. Solovyova
Keyword(s):  
Discourse Analysis ◽  
Semantic Features ◽  
Institutional Discourse ◽  
The World ◽  
Different Types ◽  
Complex Words ◽  
First Time ◽  
Comprehensive Study

This article is devoted to a comprehensive study of the structural and semantic features of dish names and their descriptions in German in the field of restaurant discourse. The study employs cognitive discourse analysis, elements of comparative and contextological approaches, taking into account linguocultural parameters. The relevance of the comprehensive study of the names of dishes in restaurant discourse is due to an increased interest in the parameterization of lexical units in different types of institutional discourse. The scientific novelty of this work lies in the fact that for the first time, within the framework of a restaurant menu, not only the nomination of a dish is considered, but also the structural and semantic characteristics of its description are analysed. An attempt is made to analyse a connection between the nominations of dishes and their description in the restaurant menu, as well as to determine the semantic dominants of the genre under study. It is concluded that the text of the menu as a whole presents a combination of the language for special purposes and the language of advertising. In interaction with extralinguistic factors, the nominations of dishes and their descriptions not only document the culture of food in society, but also reflect the ethnocultural picture of the world. Based on the analysis of the menu texts, it is established that structurally the names of dishes are complex words or phrases, built mainly according to the attributive model. The description of dishes performs the function of verbalizing the sensations of taste and clarifying the method of preparing dishes, characterizing the quality of dishes, their ingredients, and the intensity of taste. Evaluative parameters in descriptions are expressed at the lexical, grammatical, syntactic and stylistic levels.

Multimodality in Canadian print advertising: Different functional connections between headlines and visual texts of advertisements in English and French consumer magazines

Semiotica ◽  
2015 ◽  
Vol 2015 (204) ◽  
Author(s):  
Erhard Lick
Keyword(s):  
Women's Magazines ◽  
Theoretical Construct ◽  
Print Advertising ◽  
Print Advertisements ◽  
Visual Texts ◽  
Cognitive Elaboration ◽  
Functional Connections ◽  
French And English ◽  
English Canadian ◽  
Logical Semantic

AbstractThe aim of this study was to reveal whether French and English Canadian print advertisements show different functional connections between headlines and visuals. For that purpose, a content analysis was conducted on advertisements drawn from two Canadian women's magazines. As theoretical construct, Rentel's (2005) typology of logical-semantic connections between visuals and headlines of advertisements was chosen. The results showed that the strategies of visual-verbal analogy and hyperbole were used more frequently in the French than in the English advertisements analyzed. Hence, French advertisements appear to stimulate a higher level of cognitive elaboration on the part of the recipients.

scholarly journals Effectiveness of pull-based print advertising with QR codes

2019 ◽  
Vol 54 (1) ◽  
pp. 145-167 ◽  
Author(s):  
Rohit Trivedi ◽  
Thorsten Teichert ◽  
Dirk Hardeck
Keyword(s):  
Purchase Intention ◽  
Product Category ◽  
Qr Code ◽  
Print Advertising ◽  
Qr Codes ◽  
German Market ◽  
High Involvement ◽  
Content Type ◽  
Print Advertisements ◽  
Emotional Appeal

Purpose Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement. Design/methodology/approach Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions. Findings QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category. Research limitations/implications The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement. Practical implications Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal. Originality/value This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.

Advertising nationalism: Commemorating the liberation war in Bangladeshi print advertisements

2020 ◽  
pp. 175063522095036
Author(s):  
Kajalie Shehreen Islam
Keyword(s):  
Discourse Analysis ◽  
Political Context ◽  
The Political ◽  
Print Advertisements ◽  
The Media ◽  
National Significance ◽  
Discursive Constructions ◽  
Oriented Approach ◽  
Underlying Theme

This article explores the role of the media as a discursive tool in the commemoration of Bangladesh’s war of liberation. The author critically engages with the notion of mediated memory in the foreground of corporate nationalism. Through a discourse analysis of print advertisements published in Bangladeshi newspapers on the country’s Independence and Victory Days over five decades, she traces the use of nationalism in advertising discourse and the shift from a development-oriented approach to corporate nationalism, with the underlying theme of glorification of war. The study found that nationalistic-based discourse is a key theme of Bangladeshi advertisements published on its days of national significance – history and its heroes, symbols and images, poetry and song, are all used to invoke a banal nationalism. These discursive constructions depend largely on the political context but, as long as the political line is adhered to, advertisers are free to use nationalistic discourse to promote their brands, products and services.

Living with advanced colorectal cancer: How prepared are informal caregivers to care for their loved ones?

2019 ◽  
Vol 37 (27_suppl) ◽  
pp. 179-179
Author(s):  
Marc Kerba ◽  
Shireen Kassam ◽  
Crystal Beaumont ◽  
Patricia Biondo ◽  
Madalene Earp ◽  
...  
Keyword(s):  
Colorectal Cancer ◽  
Advanced Colorectal Cancer ◽  
Informal Caregivers ◽  
Emotional Needs ◽  
Caregiver Health ◽  
Perceived Preparedness ◽  
Emotional Aspects ◽  
Cancer Setting ◽  
One Year ◽  
Over Time

179 Background: The ‘Living with Colorectal Cancer’ prospective cohort study seeks to characterize the experiences of patients diagnosed with advanced colorectal cancer and their caregivers, in order to inform care improvements. Here we describe informal caregivers’ perceived preparedness for caregiving. Methods: Eligible patients were identified by oncologists in Alberta, Canada’s two tertiary cancer centers. Consenting patients were given the option to invite a caregiver to participate. Caregivers’ preparedness for caregiving was assessed at enrollment and every 3 months thereafter using the Preparedness for Caregiving survey. This survey assesses levels of preparedness using 5-point Likert scales for 8 caregiving domains (e.g. caring for the patient’s physical and emotional needs, finding and setting up services, stress of caregiving, responding to emergencies), and one open-ended question. Results: In one year of recruitment, 55 caregivers in Calgary and Edmonton were enrolled, of which 65% were female, and 80% lived with the patient. Caregiver preparedness decreased over time from months 1 to 7 of follow-up, across all categories. Caregivers were least prepared for the stress of caregiving and caring for the patient’s emotional needs. They were most prepared for taking care of the patient’s physical needs at enrollment. Open-ended comments on specific preparedness needs were numerous and extensive. A range of topics were reported, the top three being: caregiver health (physical, mental, self-care), emotional aspects (preparing children and family, feeling alone) and end of life (hospice, palliative care, transitioning). Conclusions: Our data suggest that in the advanced cancer setting, caregiver perceived preparedness declines, with increasing stress and emotional distress over time. This may be related to patient illness progression. The open-ended qualitative comments on the Preparedness for Caregiving survey were particularly useful in understanding specific caregiver concerns. Caregiver experience, including sense of preparedness, is often under evaluated and this study suggests more attention is needed. Clinical trial information: NCT03572101.

scholarly journals The Effect Of Print Advertisings Use Of Sexual Themes ON Brand Recall And Purchase Intention: A Product Specific Investigation Of Male Responses

2011 ◽  
Vol 11 (3) ◽  
pp. 47 ◽  
Author(s):  
William F. Grazer ◽  
Garland Kessling
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Print Advertising ◽  
Print Advertisements ◽  
Brand Recall ◽  
Product Categories ◽  
Sexual Stimuli ◽  
Intention To Purchase

Two convenience samples comprised of 230 male respondents participated in a study to measure the effect of sexual stimuli in print advertising on brand recall and intention to purchase. Using jeans and liquor products, the study suggests that the use of sexual stimuli in print advertisements does influence viewers brand recall and purchase intentions. However, the study was not able to conclusively argue that specific levels of sexual intensity were more effective across the two product categories.

Exposure and reach of the US court-mandated corrective statements advertising campaign on broadcast and social media

2019 ◽  
pp. tobaccocontrol-2018-054762 ◽  
Author(s):  
Ganna Kostygina ◽  
Glen Szczypka ◽  
Hy Tran ◽  
Steven Binns ◽  
Sherry L Emery ◽  
...  
Keyword(s):  
Social Media ◽  
Television Advertising ◽  
Print Advertising ◽  
Advertising Campaign ◽  
Content Type ◽  
Broadcast Media ◽  
Health Related ◽  
Court Mandated ◽  
Commercial Sources ◽  
Media Channels

ObjectiveAs a remedy to committing fraud and violating civil racketeering laws, in November 2017, four major tobacco companies were court-ordered to develop and disseminate corrective statements regarding smoking health risks using mass media channels. We aimed to describe the nature, timing, reach of and exposure to the court-mandated tobacco industry corrective advertising campaign on social, broadcast and print media.MethodsData from social, print and broadcast media were used to measure potential exposure to corrective messages. Keyword rules were used to collect campaign-related posts from the Twitter Firehose between November 2017 and January 2018. Data were analysed using a combination of machine learning, keyword algorithms and human coding. Posts were categorised by source (commercial/institutional, organic) and content type (eg, sentiment). Analysis of social media data was triangulated with ratings data for television advertising and print advertising expenditure data.ResultsKeyword filters retrieved 13 846 tweets posted by 9232 unique users. The majority of tweets were posted by institutional/commercial sources including news organisations, bots and tobacco control-related accounts and contained links to news and public health-related websites. Approximately 60% of campaign-related tweets were posted during the first week of campaign launch. Household exposure to the televised corrective advertisements averaged 0.56 ads per month.DiscussionThe corrective campaign failed to generate social media engagement. The size and timing of the advertising buys were not consistent with strategies effective in generating high sustained impact and audience reach, particularly among youth.

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