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 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.

“It’s time”: revolution and evolution in Australian political advertising

2016 ◽  
Vol 8 (3) ◽  
pp. 375-395
Author(s):  
Leanne White
Keyword(s):  
Political Communication ◽  
Cultural Influences ◽  
Political Advertising ◽  
Television Advertising ◽  
The Body ◽  
Advertising Agencies ◽  
Content Type ◽  
Television Advertisements ◽  
Main Components ◽  
The Individual

Purpose The purpose of this paper is to examine two significant political advertising campaigns which used the “It’s Time” slogan and to reflect on how these related to official, popular and commercial nationalism in Australia. The paper is primarily concerned with two main issues: identifying and examining the variety of images of Australia in two key television advertisements, and exploring the methods by which advertising agencies created positive images of Australia and Australians in the two campaigns. It specifically highlights the significance of the “It’s Time” campaign, which is relevant for scholars and advertisers seeking to understand effective political communication. Design/methodology/approach This paper examines television advertisements by using semiotics as the principal methodology. The research methodology devised for the advertisements consists of two main components: a shot combination analysis, also known as a shot-by-shot analysis, and a semiological reading of the visual and acoustic channels of the advertisement. Findings This paper examines the use of commercial nationalism in television advertising. As one of many social and cultural influences, advertisements assist the individual in understanding their notion of themselves and their relationship with the wider community – be it local, national, regional or global. The primary focus of this research is the phenomenon of commercial nationalism – the adoption of national signifiers in the marketplace. However, by examining the more general discourse on nationalism, particularly the voice of official nationalism – the promotion of nationalism by the nation-state (or those aspiring to power), the symbiotic relationship between these two complementary brands of nationalism is explored. Originality/value The methodology adopted for analysing the two political advertising campaigns offers conceptual and practical value. It provides a consistent set of terms and concepts for further research to build upon. The paper provides insights for the marketing or examination of advertising campaigns. The paper demonstrates the power of market research to inform a framing strategy for a political campaign. The paper contributes to the body of knowledge in this area and thus society’s understanding of these important periods in the nation’s history. In particular, the paper provides an exploration into the “It’s Time” campaign and how it mobilised a broader cultural awakening to engineer success at the ballot box in 1972. The two case studies examined in this paper are relevant to political scientists and media and communication scholars.

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.

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 Analisis Pada Iklan Televisi: Diksi dan Gaya Bahasa Anafora

Kelasa ◽  
2020 ◽  
Vol 13 (2) ◽  
Author(s):  
Tuty Kusmaini
Keyword(s):  
Word Choice ◽  
Television Commercials ◽  
Personal Pronouns ◽  
Interactive Analysis ◽  
Language Style ◽  
Television Advertisements ◽  
Collection Data ◽  
The Media ◽  
Data Source ◽  
Recording Techniques

Advertising is a form of message about a product or service delivered through the media and aimed at the community. Advertising can be analyzed through the use of diction and language style. The problems that will be discussed in this paper is how the diction and style of anaphoric language in domestic private television advertisements. The aims of this paper is to describe the form of word choice or diction and anaphoric language style in television advertisements. This paper uses analytical and prescriptive descriptive methods. The data source used is obtained through the recording of audiovisual advertisements which are categorized as commercial advertisements. Samples taken in the form of selected advertisements that use diction and anaphoric language style that stands out so that it can be analyzed using diction and anaphoric language style. The Techniques of collection data that used in this paper are recording techniques, see and note. This study paper was analyzed using interactive analysis. Based on the method used, the results of the research were obtained in the form of word choice or diction and anaphoric language style used in television advertisements. Dictions used include the use of connotative words, the use of personal pronouns, the use of foreign terms (English, the use of speech words, beheading of consonants at the beginning of the word, and the use of short terms. The use of anaphorical language in domestic private television commercials serves to provide an affirmation Anaphoric language style is used to provide attractiveness and convince consumers of the products offered. AbstrakIklan merupakan bentuk pesan tentang suatu produk atau jasa yang disampaikan melalui media dan ditujukan kepada masyarakat. Iklan dapat dianalisis melalui penggunaan diksi dan gaya bahasanya. Masalah yang dibahas dalam tulisan ini adalah bagaimanakah diksi dan gaya bahasa anafora pada iklan televisi swasta dalam negeri. Tulisan ini bertujuan untuk mendeskripsikan bentuk pilihan kata atau diksi dan gaya bahasa anafora pada iklan televisi.Penelitian ini menggunakan metode deskriptif analitik dan preskriptif. Sumber data yang digunakan diperoleh melalui hasil rekaman iklan audiovisual yang dikategorikan sebagai iklan komersial. Sampel yang diambil berupa iklan terpilih yang menggunakan diksi dan gaya bahasa anafora yang menonjol sehingga dapat dianalisis pemakaian diksi dan gaya bahasa anaforanya. Teknik pengumpulan data yang digunakan dalam penelitian ini berupa teknik rekam, simak dan catat. Penelitian ini dianalisis menggunakan analisis interaktif. Berdasarkan metode yang digunakan, diperoleh hasil penelitian berupa bentuk pilihan kata atau diksi dan gaya bahasa anafora yang digunakan pada iklan televisi. Diksi yang digunakan meliputi pemakaian kata konotatif, pemakaian kata ganti orang, pemakaian istilah asing (bahasa Inggris), pemakaian kata tutur, pemenggalan konsonan di awal kata, dan pemakaian istilah singkat. Penggunaan gaya bahasa anafora pada iklan televisi swasta dalam negeri berfungsi untuk memberi makna penegasan. Gaya bahasa anafora digunakan untuk memberikan kemenarikan serta meyakinkan konsumen terhadap produk yang ditawarkan.

Impact of Television Commercials on Consumer Buying Preference for Personal Care Products

2016 ◽  
Vol 11 (02) ◽  
Author(s):  
Anisa Khanam ◽  
Abhay Verma
Keyword(s):  
Personal Care Products ◽  
Vital Role ◽  
Early Years ◽  
Personal Care ◽  
Television Commercials ◽  
Electronic Medium ◽  
Short Term ◽  
Television Commercial ◽  
Television Advertisements ◽  
Tv Commercials

Advertising is the key for building, creating and sustaining brands. Advertisements are the most common and effective method of creating awareness among the consumers. The use of television, FM websites are much wider as compared of those in early years. A television commercial, ad or TV spot is a compact short-term visual used by advertising to convey their messages to an audience through the electronic medium known as television. TV Commercials are the most popular advertising medium in India. The launch of new channels is a common practice of the companies. Television Advertisements play a major role in persuading, informing and reminding both potential and existing customers towards making a brand decision. It plays a vital role in shaping dreams and aspirations and helps customer take conscious product and brand decisions.

Structural analysis of the photosynthetic membrane from Ectothiorhodospira halochloris

1983 ◽  
Vol 41 ◽  
pp. 740-741
Author(s):  
H. Engelhardt ◽  
R. Guckenberger ◽  
W. Baumeister
Keyword(s):  
Lattice Structure ◽  
Bacterial Species ◽  
Hexagonal Lattice ◽  
Reaction Centre ◽  
Photosynthetic Membrane ◽  
Rhodopseudomonas Viridis ◽  
Photosynthetic Membranes ◽  
Ectothiorhodospira Halochloris ◽  
Main Components

Bacterial photosynthetic membranes contain, apart from lipids and electron transport components, reaction centre (RC) and light harvesting (LH) polypeptides as the main components. The RC-LH complexes in Rhodopseudomonas viridis membranes are known since quite seme time to form a hexagonal lattice structure in vivo; hence this membrane attracted the particular attention of electron microscopists. Contrary to previous claims in the literature we found, however, that 2-D periodically organized photosynthetic membranes are not a unique feature of Rhodopseudomonas viridis. At least five bacterial species, all bacteriophyll b - containing, possess membranes with the RC-LH complexes regularly arrayed. All these membranes appear to have a similar lattice structure and fine-morphology. The lattice spacings of the Ectothiorhodospira haloohloris, Ectothiorhodospira abdelmalekii and Rhodopseudomonas viridis membranes are close to 13 nm, those of Thiocapsa pfennigii and Rhodopseudomonas sulfoviridis are slightly smaller (∼12.5 nm).

Electron Microscopy of Human Gallstones

1971 ◽  
Vol 29 ◽  
pp. 296-297
Author(s):  
C. Wolpers ◽  
R. Blaschke
Keyword(s):  
Electron Microscopy ◽  
Room Temperature ◽  
Bile Pigment ◽  
X Ray Diffraction ◽  
Triclinic Crystal System ◽  
X Ray ◽  
Follow Up Study ◽  
Infra Red ◽  
Main Components

Scanning microscopy was used to study the surface of human gallstones and the surface of fractures. The specimens were obtained by operation, washed with water, dried at room temperature and shadowcasted with carbon and aluminum. Most of the specimens belong to patients from a series of X-ray follow-up study, examined during the last twenty years. So it was possible to evaluate approximately the age of these gallstones and to get information on the intensity of growing and solving.Cholesterol, a group of bile pigment substances and different salts of calcium, are the main components of human gallstones. By X-ray diffraction technique, infra-red spectroscopy and by chemical analysis it was demonstrated that all three components can be found in any gallstone. In the presence of water cholesterol crystallizes in pane-like plates of the triclinic crystal system.

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