scholarly journals Fulfillment of stylistic potential of the English-language advertising slogans in the Internet discourse

Litera ◽  
2021 ◽  
pp. 66-81
Author(s):  
Inna Vladimirovna Borisova
Keyword(s):  
English Language ◽  
Statistical Data ◽  
Online Advertising ◽  
The Internet ◽  
Statistical Data Analysis ◽  
Scientific Rigor ◽  
Continuous Sampling ◽  
Current Trends ◽  
Advertising Discourse ◽  
Advertising Content

The article examines the English-language advertising content of modern Internet discourse (2010–2021). Leaning on the existing theoretical postulates of Russian and foreign scholars in the area of advertising business and taking into account the accumulated discursive practices of scientific research, the author analyzes the examples of the authentic English-language advertising slogans for the purpose of determining most common and effective stylistic techniques. The validity of the acquired results is substantiated by scientific rigor in selecting the methods of research that correlate with the goals and tasks set by the author: continuous sampling, contextual analysis, statistical data analysis, descriptive and comparative methods. The results presented as a diagram most vividly demonstrate the current trends in fulfilling stylistic potential of the English-language advertising slogans to influence the Internet communicants in the most effective way. The specifics of the online advertising discourse is defined by the fact that Internet is an experimental platform for language artistry of the communicants, who are able to appreciate the nonstandard linguistic intentions of the advertiser and their creative implementation. The author offers to continue the analysis of the stylistic component of the online advertising discourse, as well as trace the dependence of the success of realization of the tactics and strategies of the advertisers on the use of certain stylistic techniques in advertising slogans.

scholarly journals Metaphorical models verbalized in English-language professional advertising discourse: Artifact metaphorical model

2021 ◽  
pp. 183-191
Author(s):  
Seda B. Tsoloeva ◽  
Keyword(s):  
Discourse Analysis ◽  
English Language ◽  
Statistical Data ◽  
The Internet ◽  
Model Design ◽  
Sample Material ◽  
Semantic Level ◽  
Research Material ◽  
Frequency Of Use ◽  
Advertising Discourse

The article presents the results of the English-language professional advertising discourse analysis regarding the use of metaphorical models. The research material consisted of 500 English-language advertising texts from The Art of Design magazine, posted on the Internet, thematically related to the field of design and architecture. In the course of the research, it was found that the metaphor structure contains a metaphorical core and a metaphorical periphery, which convey the main and additional semantic metaphorical load in the context. The author identifies the artifact metaphorical model Design product → Artifact that verbalizes the transfer at the semantic level based on the idea that a particular design product is thought of as the result of labor, the creation of human hands. The paper presents statistical data that determines the frequency of use of the artifact metaphor within the analyzed sample, according to which, the artifact metaphorical model is present in 215 examples of advertising texts, which is 43% of the sample material.

scholarly journals Lexical abbreviation in English texts of the Internet

2021 ◽  
pp. 116-132
Author(s):  
Nataliya V. Matveeva ◽  
Keyword(s):  
Social Networks ◽  
English Language ◽  
Sampling Method ◽  
The Internet ◽  
Web Page ◽  
Continuous Sampling ◽  
Network Media ◽  
Vowel Deletion ◽  
Political Blog ◽  
Very High

This article investigates abbreviations in different Internet discourse types and genres. For the study, continuous sampling method was used to select 76 abbreviations in hypertexts from 7 Internet English-language sites. The selected units were classified into 3 basic types with further subdivisions: letter-number (figure-for-word, figure-for-word-part, contractions as a result of vowel deletion), graphical (both Latin and English) and lexical (acronyms, initialisms, shortening and partial shortening) abbreviations based on the classification adopted in this research. Among the subdivisions, abbreviations involving figures, initialisms and contractions turned out the most frequent. Most of them were found in social networks, blogs, chats and forums. Further, abbreviations were analyzed in 6 types of Internet discourse: legal, political, personal, mass media, advertising and pedagogical. Particular genres representing the types were studied: a business email, a law firm’s website, a political blog, an Instagram personal page, a network media web page, and an academic institution’s page. It was discovered that on the whole (among 57 examples), lexical abbreviations prevail over graphical ones (56% vs 44%). On the whole, 44% were graphical abbreviations, 28% – initialisms, 23% – acronyms and 5% – shortenings. However, in each discourse, the distribution demonstrated considerable variation. This means that the magnitude of the Internet discourse type effect is very high. Further studies are needed to enlarge the number of examples with the increase in the amount of genres and their samples to achieve better balance.

scholarly journals When Does Retargeting Work? Information Specificity in Online Advertising

2013 ◽  
Vol 50 (5) ◽  
pp. 561-576 ◽  
Author(s):  
Anja Lambrecht ◽  
Catherine Tucker
Keyword(s):  
Field Experiment ◽  
Product Information ◽  
Online Advertising ◽  
Decision Processes ◽  
The Internet ◽  
Product Search ◽  
High Level ◽  
Advertising Content ◽  
Browsing Behavior ◽  
Online Travel

Firms can now offer personalized recommendations to consumers who return to their website, using consumers' previous browsing history on that website. In addition, online advertising has greatly improved in its use of external browsing data to target Internet ads. Dynamic retargeting integrates these two advances by using information from the browsing history on the firm's website to improve advertising content on external websites. When surfing the Internet, consumers who previously viewed products on the firm's website are shown ads with images of those same products. To examine whether this is more effective than simply showing generic brand ads, the authors use data from a field experiment conducted by an online travel firm. Surprisingly, the data suggest that dynamic retargeted ads are, on average, less effective than their generic equivalents. However, when consumers exhibit browsing behavior that suggests their product preferences have evolved (e.g., visiting review websites), dynamic retargeted ads no longer underperform. One explanation for this finding is that when consumers begin a product search, their preferences are initially construed at a high level. As a result, they respond best to higher-level product information. Only when they have narrowly construed preferences do they respond positively to ads that display detailed product information. This finding suggests that in evaluating how best to reach consumers through ads, managers should be aware of the multistage nature of consumers' decision processes and vary advertising content along these stages.

scholarly journals To The Problem of Speech Attribution of the Performative Statement “I Recommend” in the Internet Review

2020 ◽  
pp. 391-405
Author(s):  
E.E. Bylina
Keyword(s):  
English Language ◽  
Semantic Analysis ◽  
Online Reviews ◽  
The Internet ◽  
Scientific Methods ◽  
Continuous Sampling ◽  
Linguistic System ◽  
Analysis And Synthesis ◽  
General Scientific ◽  
Linguistic Methods

The article aims to define a speech act (SA), for the explication of which the performative statement of “I recommend” in the Internet review is used. The following tasks are set: to carry out a semantic analysis of the dictionary definitions of the verb to recommend; to analyze the implementation of the values of the verb in the performative statement “I recommend” in the Internet review; to identify the means at different levels of the linguistic system (lexical, grammatical, phonetic) that affect the intensity of the illocutive force of the given expression in the Internet review. The research was based on about 150 English-language online reviews of Beauty and personal care products from Amazon.com. In the course of work on the article the following general scientific methods were used: generalization, systematization, classification, analysis and synthesis of material; linguistic methods: continuous sampling of fragments of discourse, vocabulary definition analysis, transformation analysis, contextual analysis, linguistic-statistical method. As a result of the analysis, the author comes to the conclusion about the hybrid nature of SA, for the explication of which the performative statement of “I recommend” in the Internet review is used and consists of advice and positive evaluation (approval). A number of means at different language levels are used for the effectiveness of these SAs.

scholarly journals Key Creative Features of Syntactic Design in English-Language Advertising Discourse

2020 ◽  
Vol 10 (5) ◽  
pp. 145
Author(s):  
Elena N. Malyuga ◽  
Barry Tomalin
Keyword(s):  
English Language ◽  
Sentence Type ◽  
Point Of View ◽  
Favorable Attitude ◽  
Continuous Sampling ◽  
Message Length ◽  
Potential Consumer ◽  
Advertising Discourse ◽  
Promotional Message ◽  
Rhetorical Tropes

The study suggests that the patterns of syntactical arrangement should be viewed as indispensable creative features in designing advertising messages and postulates that three crucial aspects need to be addressed in order to comprehensively describe the specifics and benefits of a well-reasoned application of syntactic inventory of the English language for the purposes of constructing advertising texts. The three aspects—namely sentence type, message length and rhetorical tropes—are discussed at length from the discursive-pragmatic point of view and drawing on the texts of English-language advertisements of non-specific thematic affiliation. The study uses continuous sampling to ultimately make out the most commonly utilized sentence types, the most extensively preferred promotional message length, and the most frequently registered syntactic rhetorical tropes. The latter are further on filtered down to make up a list of seven syntax-driven rhetorical tropes of the most valid efficiency, followed by substantiation and analysis thereof. The study makes a number of conclusions suggesting that ad efficiency is strongly premised on the adequate comprehension and application of syntactic inventory, which implies selecting the most appropriate sentence type, considering the benefits of syntactic compression, positioning the arguments in the most advantageous way possible, and making use of the most expedient syntactic rhetorical tropes in order to garner the attention of a potential consumer, add an element of surprise and build up a more favorable attitude towards the product being advertised.

Knowledge-Based Decision Support for Diagnosis and Therapy: On the Multiple Usability of Patient Data

1989 ◽  
Vol 28 (02) ◽  
pp. 69-77 ◽  
Author(s):  
R. Haux
Keyword(s):  
Expert Systems ◽  
Statistical Data ◽  
Patient Data ◽  
Attribute Selection ◽  
Patient Specific ◽  
Statistical Data Analysis ◽  
Inference Mechanism ◽  
Diagnosis And Therapy ◽  
Knowledge Based ◽  
Clinical Registries

Abstract:Expert systems in medicine are frequently restricted to assisting the physician to derive a patient-specific diagnosis and therapy proposal. In many cases, however, there is a clinical need to use these patient data for other purposes as well. The intention of this paper is to show how and to what extent patient data in expert systems can additionally be used to create clinical registries and for statistical data analysis. At first, the pitfalls of goal-oriented mechanisms for the multiple usability of data are shown by means of an example. Then a data acquisition and inference mechanism is proposed, which includes a procedure for controlling selection bias, the so-called knowledge-based attribute selection. The functional view and the architectural view of expert systems suitable for the multiple usability of patient data is outlined in general and then by means of an application example. Finally, the ideas presented are discussed and compared with related approaches.

Market of Insurance in Russia: Major Tendencies and Problems of Development

2006 ◽  
pp. 115-127
Author(s):  
T Natkhov
Keyword(s):  
Data Analysis ◽  
Statistical Data ◽  
Statistical Data Analysis ◽  
Medium Term ◽  
Insurance Sector ◽  
Different Types ◽  
Basic Characteristics

The article considers recent tendencies in the development of the market of insurance in Russia. On the basis of statistical data analysis the most urgent problems of the insurance sector are formulated. Basic characteristics of different types of insurance are revealed, and measures on perfection of the insurance institution in the medium term are proposed.

Visual Merchandising and Customers’ Impulse Buying Behavior: A Case of a Fashion Specialty Store

2020 ◽  
Vol 4 (1) ◽  
pp. 1
Author(s):  
Hadijah Iberahim ◽  
Nur Amira Zureena Zulkurnain ◽  
Raja Najwa Syamim Raja Ainal Shah ◽  
Siti Quraisyiah Rosli
Keyword(s):  
Adverse Effect ◽  
Statistical Data ◽  
Impulse Buying ◽  
Kuala Lumpur ◽  
Statistical Data Analysis ◽  
Buying Behavior ◽  
Specialty Store ◽  
Research Outcome ◽  
Five Elements ◽  
Visual Merchandising

Visual merchandising is an extremely important element as the first visual cue that affects buying behavior of customers. This study aims to identify determinants of visual merchandising that influence customers’ impulse buying behavior. This study focuses on five elements of visual merchandising which are window display, mannequin display, floor merchandising, promotional signage and lighting. Investigation was conducted at a popular fashion specialty store in Kuala Lumpur, Malaysia. A total of 150 customers' feedback was collected. Results of statistical data analysis show that three out of five visual merchandising elements are important in influencing the customers’ impulse buying behavior. Window display, mannequin display and promotional signage are positively related and identified as determinants of effective visual merchandising for impulse buying decision at the women fashion specialty store. The research outcome extends understanding on the adverse effect of visual merchandising on customers’ behavior.

BANK SPÓŁDZIELCZY (COOPERATIVE BANK) AS A GUARANTOR OF THE STABILISATION OF THE LOCAL FINANCIAL SYSTEM1

2019 ◽  
pp. 173-179
Author(s):  
Andrzej Pawlik
Keyword(s):  
Data Analysis ◽  
Banking Sector ◽  
Statistical Data ◽  
Local Development ◽  
Banking System ◽  
Analysis Method ◽  
Statistical Data Analysis ◽  
Data Analysis Method ◽  
Strong Position ◽  
Cooperative Banks

Urgency of the research. One of the most essential sources of supporting regional and local development is the banking system. Target setting. The study presented describes cooperative banking, represented by Bank Polskiej Spółdzielczości S.A. and Bank Spółdzielczy w Kielcach. The use of the statistical data analysis method allowed to demonstrate the strong position of cooperative banking in the market, fostering regional and local development. Actual scientific researches and issues analysis. The foundations for the modern cooperative banking sector were laid by cooperative financial organisations functioning more than 150 years ago [Pawlik, 2017, s. 152]. Its history is connected with difficulties faced in the period of partitions, work at the foundations after the end of World War I and Poland’s regaining its national independence. Uninvestigated parts of general matters defining. At present, cooperative banking functions as a result of the adoption by the Sejm of the Republic of Poland on 7 December 2000 of the act on the functioning of cooperative banks, their associations and associating banks, which ensured new legal conditions for the functioning of the sector2. The research objective. The article formulates the hypothesis that nowadays activities of cooperative banks will contribute to regional and local development. The statement of basic materials. One of the most essential sources of supporting regional and local development is the banking system. This system can guarantee the stabilisation of the local financial system. By supporting the development of regional and local entrepreneurship through loans, investment activities of the banks and financial and investment consulting, it will determine the identity of the region concerned. Conclusions. The use of the statistical data analysis method allowed to demonstrate the strong position of cooperative banking in the market, fostering regional and local development.

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