Linguosemiotic Approach to the Research of Advertising Discourse (On the Material of Printed Advertising of Hi-Tech Devices and Lighting Systems)

The article deals with theoretical and practical issues of the method of interpretive linguistic semiotic analysis of advertising discourse as well as the communication strategies used by the advertiser. The authors focus on the polysemiotic advertising message, which is viewed as an act of specific communication. The authors distinguish two basic functions of advertising discourse - information and influence in order to induce the purchase of a product or service. The article makes an assumption about the existence of a special advertising reality - a secondary reality, which is modeled by the addressee of the advertising message and, using a complex of verbal and non-verbal means, describes the actual reality in special way. The choice of these means is carried out in order to maximize the impact on the recipient, to attract his attention, to achieve the final advertising effect - to induce the recipient to purchase the advertised product or service.

The Visual Self

This article analyzes adolescents’ self-presentation on Instagram, the role influencers might play in such content, and adolescents’ advertising literacy, defined as recognizing and evaluating advertising presented by influencers as well as using advertising knowledge. Based on 32 in-depth interviews and think-aloud protocols, this study identifies five types of self-presentation (staged, natural, covert, changed, and two-sided). Influencers were important benchmarks for almost all the adolescents interviewed; the participants each followed one or more influencers on Instagram and were inspired by the advertised products. Furthermore, they recognized influencers’ commercial interests and presentation strategies. Their positive or negative evaluations of these strategies were linked to their self-presentation and ranged from approval to rejection. A negative evaluation of advertising did not automatically lead to a rejection of the implied advertising message. A discrepancy between the adolescents’ knowledge and actions became clear when they admitted buying advertised products despite being critical of advertising or knowing which advertising mechanisms were being applied.

Representación femenina en las campañas publicitarias de marcas deportivas=Female representation in advertising campaigns for sports brands

<p align="left"><strong>Resumen</strong></p><p>Este artículo pretende conocer el modo en que las marcas deportivas más valoradas, según el Informe BrandZ 2020, han representado o representan a las mujeres en aquellas campañas enfocadas en incentivar los principios de igualdad en el ámbito deportivo. El análisis de las campañas de Nike, Adidas, Under Armour y The North Face muestra que estas recurren a los valores de superación, diversidad y libertad, y lo hacen sin representaciones estereotipadas. Aunque se percibe un compromiso con la igualdad en el deporte, de las representaciones y el mensaje publicitario se extraen connotaciones sexistas. Salvo en el caso de la campaña <em>Now is her time</em> (Adidas), las otras representan la lucha por la igualdad como una tarea exclusiva de las mujeres.</p><p align="left"><strong>Abstract</strong></p><p>This article aims to find out how the most valued sports brands, according to the BrandZ 2020 Report, have represented or represent women in those campaigns focused on promoting the principles of equality in the sports field. The analysis of the campaigns of Nike, Adidas, Under Armour and The North Face shows that they draw on to the values of personal improvement, diversity and freedom, and they do so without stereotyped representations. Although a commitment to equality is perceived, sexist connotations are extracted from the representations and the advertising message. Except in the case of “Now is her time” (Adidas’s campaign), the other brands represent the fight for equality as an exclusive task of women.</p>

Advertising Slogan: A Creative Element Undergoing Frequent and Erratic Metamorphosis

Slogan happens to be a true extract of the entire gamut of advertising message. In common parlance, advertisements and ad campaigns are identified by their slogans. Technically, it is a brief, repeatable, and memorable positioning statement. The creative design of slogans has varied with the time. It has been seen in a numerous creative form during its peregrination. The present paper attempts to bring to the limelight an erratic and plural metamorphosis witnessed by this buzzword – slogan.

Standardisation Versus Cultural Adaptation: The Case of Language of Advertisements in Turkish and German

In the course of globalization, there are more and more companies that sell their products internationally. In particular international branded products have achieved a major upturn in the Turkish and German markets in recent years. A functioning international advertising is one domain where it is significant to distinguish between standardized - formally and content wise identical - and differentiated -adapted to the respective country. On the other hand, it is questionable whether standardization can be successfully implemented in all countries. Numerous factors with regard to country-specific characteristics - such as culture, underlying values and the form of society - play an important role here. The foundation of standardization is formed by an identical core message in all countries and has the goal of addressing and indirectly influencing the audience. Thus, an advertising message represents the decision-maker about the (in) efficiency of the advertisement or (non-) consumption of the product. Today, the product is attached to less functional, but mainly subjective characteristics that are supposed to cause emotions. This is especially true for branded products, as they try to build trust and build a bond with the consumer. Nevertheless, since often formal and content elements of the commercial - depending on the culture - can cause different interpretations and emotions, special attention must be paid to country-specific features and differences, especially when designing standardized commercials. However, it is possible to circumvent these cultural peculiarities by resorting to universal appeals. With this viewpoint, the present study aims to find out to what extent commercials are standardized or culturally adapted within the context of international comparison between Turkey and Germany.

Structural-semantic and functional-pragmatic features of representation of the concept “world” by means of precedent texts in advertising discourse

The article deals with the structural-semantic and functional-pragmatic features of the implementation of the basic general cultural concept “world” by means of precedent texts in the modern Russian advertising discourse. The purpose of the research is to identify the specifics of the implementation of the concept “world” by means of precedent texts in advertising texts. The article describes the concept of “world” and defines its role in the national language picture of the world of Russian people. The research highlights the main areas of precedent of the concept “world” in the modern Russian advertising discourse, determines the role of precedent texts in producing a pragmatic effect on the addressee of an advertising message. The article analyzes the transformations of case texts that represent the general cultural concept of “world” in modern advertising texts. The article considers the connection between the cognitive features of the concept “world” implemented in advertising discourse using case texts and the traditional paremiological and lexicographic descriptions of the concept in the language picture of the world of the Russian people. The conclusion is made about the high functional activity of the basic general cultural concept “world” in the modern Russian advertising discourse.

INSTALLATION AS A PHENOMENON AND A MEANS OF VISUAL COMMUNICATION IN HIGHER EDUCATION INSTITUTIONS

The article systematizes factual and analytical materials on the mechanisms of forming the sign-figurative structure of the advertising message of the installation as a phenomenon and means of visual communication in higher education institutions. It is established that the subject-spatial environment of the installation is a complex exposition action, which is a soft form of the social advertising message and where there is a game of cultural codes. On the verge of the interaction of old symbolic meanings, new meanings appear that radically change the traditional cultural and physical space to an emotional environment. Ensembles of installation compositions are characterized by primary and secondary symbols. It is confirmed that the installations are a good example in the world of higher educational institutions. The transgression of the artistic image and symbol in the ensemble group of installations "Venice" and "Ocean", NU "Lviv Polytechnic" by the mediocrity of the metaphorical image transfers the meaning of hard work in study and science to the most romantic in the artistic sense image of the city, the architectural, monumental and commercial genius of the humanity of Venice and the Ocean - the all-encompassing element of water, knowledge of travel and discovery. The ensemble group of the installation is social advertising of indirect teams, where artistic communication is a subject-spatial formation of signs, images and symbols, which in the form of a visual message reveals the form and content of educational and industrial culture. Since the search for analogues of installations in higher education institutions has shown that in the world practice this type of visual communication in the design of the environment is a rare phenomenon, it is established that the installation in the institution of higher education is a unique phenomenon. The results of the study are not only an important source base but also have practical significance, as they are valuable for innovative approaches in creating the design of installations in higher education institutions.

In-app advertising: a two-step qualitative comparative analysis to explain clicking behavior

Purpose Individuals only click on a very small fraction of the in-app advertisements (ads) they are exposed to. Despite this fact, organizations spend generously placing in-app ads without theoretical knowledge of how the structure and the semantics of in-app ads influence individuals’ clicking behavior. This study aims to identify how the processing of structural and semantic factors leads to clicking behavior. Design/methodology/approach Based on the limited capacity theory, this paper proposes that the sequential processing of structural and semantic factors leads to clicking behavior. To mirror the sequential process, this paper applies a process-oriented configurational approach and performs a two-step qualitative comparative analysis (QCA) using 262 incidents of exposure to in-app ads. Findings The results support the proposed sequential processing and show that neither structural nor semantic factors alone lead to clicking behavior. This paper reveals four different paths of sequential processing of in-app ads that lead to clicking behavior. The results show that individuals click on non-animated in-app ads even though these are perceived as irritating or privacy-concerning. When the in-app ads are animated, individuals do only click on them when these are not irritating, privacy-concerning and personalized. Research limitations/implications Organizations can use these findings to improve their in-app ads and generate more clicks. This study recommends that organizations place in-app ads in a prominent location, design them similar to the design of the app and use bright colors. The advertising message needs to have new and relevant information in a credible and entertaining way. Depending on the degree of personalization, organizations should use different sizes of the in-app ad and only use animation if it is unlikely that the in-app ad caused irritation or privacy concerns. Practical implications Organizations can use these findings to improve their in-app ads and generate more clicks. This paper recommends that organizations place in-app ads in a prominent location, design them similar to the design of the app and with bright colors. The advertising message needs to have new and relevant information in a credible and entertaining way. Depending on the degree of personalization, organizations should use different sizes of the in-app ad and only use animation if it is unlikely that the in-app ad caused irritation or privacy concerns. Originality/value From the in-app ad perspective, this study is the first to theoretically develop and empirically show the sequential processing of structural and semantic factors of in-app ads. From the methodological perspective, this study applies an advanced configurational two-step QCA approach, which is capable of analyzing sequential processes and is new to marketing research.

Brand Display Magnitudes and Young Children’s Brand Recognition

Young children (i.e., younger than 8) have low persuasion knowledge (children’s persuasion knowledge [CPK]) of advertisements, low skepticism about advertising false claims, and a high tendency to recognize advertised brands, so they are seen as a vulnerable group by most of the society. These vulnerability issues can be largely influenced by the display magnitude of brands (i.e., prominently or nonprominently) due to these children’s limited capacity for memory, yet no researchers have studied this influence. An experiment-based study ( N = 233, 4- to 7-year olds) with structured interviews were undertaken to understand the impacts of brand display magnitude. Results show that CPK increases with young children’s recognition of the prominently displayed brand but decreases with their recognition of the nonprominently displayed brand. Skepticism toward the advertising message increases with the participant’s recognition of the prominently displayed brand and has no relationship with their recognition of the nonprominently displayed brand. Academic and managerial implications are discussed.