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).

scholarly journals The esteem needs in the main character of ‘Me Before You’ movie

2021 ◽  
Vol 8 (3) ◽  
pp. 1285-1298
Author(s):  
Diana Anggraeni ◽  
Herland Franley Manalu ◽  
Desty Anggraini
Keyword(s):  
Data Analysis ◽  
Self Esteem ◽  
Psychological Effects ◽  
Main Character ◽  
Descriptive Data ◽  
Literary Works ◽  
Human Needs ◽  
Different Types ◽  
The Status

Humans have gone through many incidents, both good and bad experiences, and sometimes these experiences are shared with others in the form of stories. The stories, as one of the forms of literary works, would be nothing without the created characters within them because they provide the viewers with a purpose and a reason for us to learn about what happens in the story. Besides, they act as one important element in the movie with various psychological effects. This research aims to analyze the characteristics and the hierarchy of human needs, especially esteem needs, that appear in the main character named Will Traynor in the ‘Me Before You’ movie directed by Thea Sharrock. This study uses descriptive data analysis which describes a phenomenon and the main character in the movie. The results revealed seven characters comprising the esteem needs hierarchy: sensitive, open-minded, friendly, kind, confident, humble, and stubborn. The esteem needs hierarchy is the desire to have the need to be approved, valued, and recognized to have some self-esteem. This is striking in the movie because of the status of the character, Will Traynor as a lord, and Louisa Clark who is only a maid and has no superiority over Will in her life. The findings imply the personality of humans differ in their characters and psychology as shown from the esteem needs hierarchy in Will’s personality expressing the different types of characteristics.

scholarly journals How are Kawaii (Cute) Fictional Characters Used in Japanese Advertising

2021 ◽  
Vol 14 (1 (39)) ◽  
pp. 55-78
Author(s):  
Oana-Maria BÎRLEA
Keyword(s):  
Egg Yolk ◽  
Cultural Dimensions ◽  
Fictional Characters ◽  
Japanese Company ◽  
The Public ◽  
Different Types ◽  
The Government ◽  
Commercial Advertising

This article aims to explain the use and role of cute, adora- ble characters in Japanese advertising. Kawaii culture or the “culture of cute” has become known worldwide mainly because of Hello Kitty, the cat which led the “pink globalization”, as Yano (2013) states. In this paper we have attempted to reveal the symbolism of these apparent meaning- less cute signs and characters. Starting from Hofstede’s theory of cultural dimensions (2001, 2003, 2010), which shows how a society’s culture influ- ences the values of its members, we intended to show how are these kawaii characters used in Japanese advertising and how they fit cultural specif- ics. Used either in non-commercial, educational or commercial advertising, cute personae can make the target audience feel more comfortable, secure and cooperating (Murakami, 2005). In this paper we have discussed the role of three iconic characters: the emblematic Hello Kitty, Kumamon, the lovely bear created by the government of Kumamoto Prefecture (Japan) and Gudetama, a lazy egg yolk produced by the Japanese company Sanrio in 2014. The selected characters reflect different types and personalities and each of them serves a specific purpose, but via the analysis conveyed we conclude that perhaps their main aim is to persuade and create a long-term relationship with the public.

scholarly journals Hitek és tévhitek a növényi alapú étrendről egy online kutatás eredményei alapján

2020 ◽  
Vol 7 (2) ◽  
pp. 65-77
Author(s):  
Veronika Keller ◽  
◽  
Viktória Bocsková ◽  
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Healthy Lifestyle ◽  
Current Trend ◽  
Psychological Effects ◽  
Fruit And Vegetables ◽  
Online Social Media ◽  
Significant Relationships ◽  
The Earth ◽  
Different Types

A main current trend is healthy lifestyle and the consumption of fruit and vegetables. The assessment of healthiness of plant-based diet is not so obvious either among the population or food experts. In an online survey the knowledge, beliefs and misbeliefs about plant-based diet were analysed among members and non-members of online social media lifestyles groups. All in all, it can be stated that there are no significant relationships and differences between knowledge, attitude and perception of members and non-members. Social media users are aware of the different types of plant-based diet (vegetarian, vegan) and the positive and negative psychological effects. The associations connected to plant-based diet are the following: healthy, environmentally friendly and expensive. Only a small segment of Hungarian people follow plant-based diet. At the same the diverse and everyday consumption of fruit and vegetables is essential because of health and sustainability issues. Due to conscious nutrition and more plant-based diet, people can contribute to the protection of their own health and the Earth.

scholarly journals An EEG Study on Emotional Intelligence and Advertising Message Effectiveness

2019 ◽  
Vol 9 (8) ◽  
pp. 88 ◽  
Author(s):  
Joseph Ciorciari ◽  
Jeffrey Pfeifer ◽  
John Gountas
Keyword(s):  
Emotional Intelligence ◽  
Social Issues ◽  
Marketing Strategies ◽  
Message Effectiveness ◽  
Brain Responses ◽  
Eeg Data ◽  
Different Types ◽  
Commercial Advertising ◽  
Advertising Information ◽  
The Brain

Some electroencephalography (EEG) studies have investigated emotional intelligence (EI), but none have examined the relationships between EI and commercial advertising messages and related consumer behaviors. This study combines brain (EEG) techniques with an EI psychometric to explore the brain responses associated with a range of advertisements. A group of 45 participants (23 females, 22 males) had their EEG recorded while watching a series of advertisements selected from various marketing categories such as community interests, celebrities, food/drink, and social issues. Participants were also categorized as high or low in emotional intelligence (n = 34). The EEG data analysis was centered on rating decision-making in order to measure brain responses associated with advertising information processing for both groups. The findings suggest that participants with high and low emotional intelligence (EI) were attentive to different types of advertising messages. The two EI groups demonstrated preferences for “people” or “object,” related advertising information. This suggests that differences in consumer perception and emotions may suggest why certain advertising material or marketing strategies are effective or not.

Laughter in the Ghetto

2020 ◽  
Vol 53 (2) ◽  
pp. 49-61
Author(s):  
Lisa Peschel
Keyword(s):  
World War Ii ◽  
Detailed Analysis ◽  
Psychological Health ◽  
Psychological Effects ◽  
World War ◽  
Cultural Life ◽  
The World ◽  
Different Types ◽  
Theatrical Performances ◽  
Almost All

The World War II Jewish ghetto at Theresienstadt, forty miles northwest of Prague, was the site of an uncommonly active cultural life. Survivor testimony about the prisoners’ theatrical performances inspired a question: why were almost all of the scripts written in the ghetto comedies? The recent rediscovery of several scripts has made possible a detailed analysis that draws from recent research on the psychological effects of different types of humour. This analysis reveals that, regardless of age, language or nationality, the Theresienstadt authors universally drew upon two potentially adaptive types of humour (self-enhancing and affiliative humour) rather than two potentially maladaptive types (aggressive and self-defeating humour). Perhaps instinctively, they chose the very types of humour that have a demonstrated association with psychological health and that may have helped them preserve their psychological equilibrium in the potentially traumatising environment of the ghetto.

scholarly journals Typology of Communication Strategies in the Discourse of Social Advertising

2020 ◽  
pp. 164-175
Author(s):  
M. V. Terskikh
Keyword(s):  
Scientific Literature ◽  
Media Discourse ◽  
Outdoor Advertising ◽  
Social Communications ◽  
Communicative Strategies ◽  
Different Types ◽  
The Media ◽  
Commercial Advertising ◽  
Social Advertising

A typology of strategies, tactics and techniques used in the discourse of social advertising is proposed in the article. The relevance of modeling the tools of communicative impact in social advertising is determined by the persuasive nature of the discourse of social communications, as well as the insufficient development of this issue in the scientific literature. The author of the article relies on the studies of linguists who proposed the classification of communicative strategies used in commercial advertising, as well as in the discourse of socio-political newspapers. The material for analysis was the polycode texts of Russian and foreign social advertising (outdoor advertising, social videos, as well as social photo projects posted on Instagram). The result of the study was a model of communicative strategies and tactics that constitute the discourse of social advertising. Since the effect of persuasiveness is achieved, among other things, by using different types of semiotic codes in the advertising text, special attention is paid to the verbal and visual implementation of the selected strategies, tactics and techniques. The author comes to the conclusion that the frustration strategy based on tactics of escalating negative emotions , shocking with facts and negative forecasting is the basis for the discourse of social advertising. Moreover, the main part of the identified strategies and tactics is invariant for the media discourse as a whole.

scholarly journals Rape as a Continuing Weapon of Psychological Warfare, Suppression & Subjugation

2016 ◽  
Vol 3 (2) ◽  
Author(s):  
Mr. Aniruddha Vithal Babar
Keyword(s):  
Sexual Abuse ◽  
Sexual Violence ◽  
Ethnic Group ◽  
Humanitarian Assistance ◽  
Psychological Effects ◽  
Psychological Perspective ◽  
Political Analysis ◽  
Psychological Warfare ◽  
Different Types ◽  
Women And Girls

“Beyond the daily gun battles, women have been a powerful voice in the opposition in villages and towns across Syria. In response, the Syrian government is punishing women for delivering humanitarian assistance, participating in protests, and supporting the opposition by subjecting them to detention, torture, and sexual assault.” – Liesl Gerntholtz, women’s rights director Rape and sexual abuse is not just a by-product of war but has been used as a deliberate warfare strategy from time to time. The opportunistic rape and pillage of previous centuries has been replaced by rape used as a strategic combat tool. Women and girls are particularly targeted by the use of sexual violence, including as a tactic of war to humiliate, dominate, instill fear in, disperse and/or forcibly relocate civilian members of a community or ethnic group. This paper examines historical and contemporary instances wherein sexual violence, specifically rape, was used as a strategic weapon of psychological warfare in various types of conflicts. It further analyzes the cogency of sexual violence as a weapon by considering its physical and psychological effects on victims and the morale of targeted populations. Additionally, it scrutinizes the motivations and intentions that support the use of sexual violence. The intent of this paper is to identify the use of rape from psychological perspective in socio-political spectrums of different types of conflicts. This paper thus offers multidimensional psycho-socio-political analysis of sexual violence in general and rape in particular as a major weapon of war.

Acute Biophysical Responses and Psychological Effects of Different Types of Forests in Patients With Metabolic Syndrome

2017 ◽  
Vol 50 (3) ◽  
pp. 298-323 ◽  
Author(s):  
Kyung Ju Lee ◽  
Junguk Hur ◽  
Kyung-Sook Yang ◽  
Mi-Kyoung Lee ◽  
Sung-Jae Lee
Keyword(s):  
Oxidative Stress ◽  
Metabolic Syndrome ◽  
Mood State ◽  
Psychological Effects ◽  
Middle Aged ◽  
Biophysical Parameters ◽  
Aged Patients ◽  
Different Types ◽  
Before And After ◽  
In The Wild

We aimed to examine the biophysical and psychological effects of two different types of forests on women with metabolic syndrome (MetS). Seventy-one middle-aged Korean women participated in a half-day healing program at either Saneum Recreational Forest (a wild forest) or Seoul Forest (a tended forest) depending on their preference. The participants’ biophysical parameters and Profile of Mood States (POMS) were measured before and after the healing program. The two groups differed significantly in acute insulin responses, pulse rate, oxidative stress markers, and stress hormone level, suggesting better homeostasis in the wild forest. The POMS suggested that the mean vigor and confusion scores significantly decreased in the wild forest. Considering the significantly more favorable acute insulin reaction and levels of oxidative stress and the trend toward positive mood state in the wild forest, we recommend that middle-aged patients with MetS participate in healing programs in wild forests.

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