scholarly journals The effect of relations holding between verbal and visual components in advertising language

2021 ◽  
Vol 13 (2) ◽  
pp. 371-403
Author(s):  
أحمد سید عبد الحی عبد الحی
Keyword(s):  
Advertising Language

scholarly journals Analysis of Presupposition in Cosmetics Advertisements

2020 ◽  
pp. 142-146
Author(s):  
Kang Lihan
Keyword(s):  
Systemic Functional Grammar ◽  
Fashion Magazines ◽  
Significant Difference ◽  
Food Advertisements ◽  
Advertising Language ◽  
And Behavior ◽  
The Relationship ◽  
Chinese And English ◽  
Pragmatic Presupposition

Pragmatic presupposition focuses on the study of the relationship between the speaker and the hearer at the time of communication and the language they used. It can effectively serve advertising language from the linguistic field. In other words, pragmatic presupposition can meet some of the requirements of the advertisements. Nowadays people confront a variety of commercial advertisements, such as food advertisements, drink advertisements, digital product and cosmetic advertisements, etc. In fact, advertising language is the core factor which determines the success or failure of one commercial advertisement. Most domestic and overseas scholars have studied advertising language through cooperative principles，rhetoric and systemic-functional grammar, etc. However, they do not pay enough attention to the pragmatic presupposition manifested in both Chinese and English cosmetic advertisements. Therefore, this paper conducts a comparative study based on previous studies of pragmatic presupposition with new data. The data analyzed in this study are taken from some major fashion magazines in America, United Kingdom and China, such as VOGUE, Cosmopolitan，Trends health，etc. These cosmetic advertisements were advertised in the recent 20 years. Through the analysis, it is found that there is no significant difference between Chinese and English cosmetic advertisements in terms of types of pragmatic presupposition manifested. Both Chinese and English advertisers mainly adopt four types of pragmatic presupposition: existential presupposition, factive presupposition, state presupposition and behavior presupposition, and state presupposition takes up the largest proportion. The present study provides a more comprehensive analysis of pragmatic presupposition and classification of it. In addition, the results of this study also could help advertisers and consumers increase their mutual understanding.

scholarly journals Optimalisasi Penggunaan Bahasa Iklan Interaktif dalam Pembuatan Iklan Online Produk Unggulan di Kelurahan Semarapura Kaja

2021 ◽  
Vol 2 (1) ◽  
pp. 20-29
Author(s):  
Agus Darma Yoga Pratama ◽  
I Gusti Ayu Agung Dian Susanthi ◽  
Ni Putu Sri Mariyatni
Keyword(s):  
Social Media ◽  
Online Media ◽  
Community Partnership ◽  
Interactive Advertising ◽  
The Media ◽  
Advertising Language ◽  
The Government ◽  
Small Medium Enterprises ◽  
Medium Enterprises ◽  
Partnership Program

Klungkung Regency is not only famous for producing songket and endek fabrics, but there are still many other Micro, Small, Medium Enterprises (MSMEs) that have been born and developed there. Semarapura Kaja Village is one of the MSME centers which certainly has a lot of potential that must be supported and developed so that it can become bigger and more independent. However, not all of these MSMEs have adequate capital, strategies, and support to be able to develop rapidly so that synergy and collaboration with the government and other parties are needed to overcome these problems. One solution that can be offered is to carry out promotional activities with interactive advertising language to attract consumer interest through online media in the hope of expanding market share and of course increasing income for MSME in Semarapura Kaja Village. This Community Partnership Program (PKM) educates and assists MSME to create good promotion and marketing strategies, either through print or online media. Assistance in optimizing the use of interactive advertising language in making online advertisements for superior products in Semarapura Kaja Village is targeting MSME who sell Balinese traditional clothing as one of the characteristics of Klungkung Regency which is the center of MSME traditional clothing. In its implementation, it was found that people are still very ignorant not only about advertising language but also with how to create, manage, and develop social media for promotion because there are still social media such as: Instagram and Facebook that are not effective and even not active in uploading content so that the form of implementation of assistance is direct and not in groups to maximize the results. MSMEs that are partners in the Community Partnership Program (PKM) are Dex's Pong and Tri Arta Collection. MSME have been assisted to socialize the importance of professionally managed social media with interactive advertising language, how to create attractive visual content for potential customers, to the importance of publication in print or online media. It is hoped that MSME will be able to consciously and independently promote their products in the future through the media consistently and continuously.

BISUBSTANTIVE SENTENCES IN THE COMMERCIAL ADVERTISING TEXTS

2021 ◽  
pp. 115-122
Author(s):  
О.А. Селеменева
Keyword(s):  
Psychological Effects ◽  
Different Types ◽  
Advertising Language ◽  
Semantic Types ◽  
Commercial Advertising ◽  
Local Meaning ◽  
Advertising Communication

Синтаксический уровень организации текстов печатной рекламы, функционирование в них определенных структурно-семантических типов предложений все еще является малоизученной областью рекламной коммуникации. Поэтому актуальность исследования бисубстантивных предложений, активизирующих свое присутствие в современных коммерческих рекламных текстах в результате стремления языка рекламы к субстантивности, экономии речевых средств, использования несложных линейных структур, не вызывает сомнений. Источниками исследования послужили российские и международные журналы 2017 - 2020 гг.: «Здоровье», «Золотой квадрат», «Идеи вашего дома», «Красота и Здоровье», «Cosmopolitan», «ELLE», «Tatler», «InStyle», «Yoga Journal» и др. В статье описываются разные типы бисубстантивных предложений: со значением генерализующей идентификации, со значением толкования, с таксономическим значением, с собственно характеризующим и локальным значениями. Автор приходит к выводу, что бисубстантивные предложения разной семантики выполняют ряд специфических функций в рекламных текстах: аттрактивную (привлечение внимания адресата к рекламируемому продукту), информативную (фиксация основных свойств продукта), аргументационно-гарантийную (приведение аргументов в пользу покупки), эмоционально-экспрессивную (создание благоприятного эмоционального фона), стимулирующую (стимулирование желания приобрести продукт), суггестивную (осуществление неаргументированного воздействия на реципиента, формирование психологических эффектов). At present the by-way of advertising communication is the syntactic level of organization of advertising texts, the functioning of certain structural-semantic types of sentences. Therefore, there is no doubt in the relevance of the research of bisubstantive sentences activating their presence in the modern commercial advertising texts as a result of the desire of the advertising language to substantiality, saving speech resources, and using simple line structures. The sources of the study were the international and Russian magazines of various directions published 2017 - 2020: “Health”, “Golden Square”, “Ideas for Your Home”, “Beauty and Health, “Cosmopolitan”, “ELLE”, “Tatler”, “InStyle”, “Yoga Journal” and others. The article describes different types of bisubstantive sentences with different meaning: with the meaning of generalizing identification, with the meaning of interpretation, with the taxonomic meaning, with the characteristic, with the local meaning. The author comes to the conclusion that bisubstantive sentences of different semantics perform several specific functions in the advertising texts: attractive (attracting the addressee’s attention of to the advertised product), informative (fixing the main properties of the product), argumentative and guarantee (mustering arguments for the purchase), emotionally-expressive (creating a favorable emotional background), stimulating (stimulating the desire to purchase a product), suggestive (realizing the unreasonable impact on the recipient, making the psychological effects).

The semantics and functions of Anglicisms and Germanisms in present-day advertising written peninsular Spanish: a comparison

2019 ◽  
Vol 64 (1) ◽  
pp. 23-46
Author(s):  
José Antonio Rodríguez Díaz
Keyword(s):  
Extensive Study ◽  
Semantic Categorization ◽  
High Productivity ◽  
Communication Processes ◽  
The Subject ◽  
Linguistic Functions ◽  
Advertising Language ◽  
Using Data ◽  
Peninsular Spanish ◽  
Semantic Typology

Abstract Advertising language in peninsular Spanish has been the subject of extensive study due to its innovative nature and richness of expression. Most attention has been paid to the communication processes involved, its linguistic functions, and its shortening communicative mechanisms at morphological, lexico-semantic and syntactic levels; however, the functions of English and German loanwords and the reasons for their remarkable productivity in advertising written texts have been addressed less frequently. Using data from a 200,000 word personally gathered linguistic corpus extending throughout the period 1998–2007, I focus on the reasons and factors that are responsible for the high productivity of these lexical Anglicisms and the noteworthiness of Germanisms in contemporary press advertising peninsular Spanish. The analysis here examines their semantic nature following a semantic typology adapted for the special tecnolect of advertising. Under discussion will be, among others, the main reasons which may account for the high productivity of loanwords in advertising language with special reference to several examples and a presentation of the results obtained comparing both Anglicisms and Germanisms regarding their semantic categorization and the corresponding considerations that derive from it.

Sign in / Sign up

Export Citation Format

Share Document