Language of Advertisement

15 Motschenbacher, Heiko. 2006. "Women and men like different things"? Doing Gender als Strategie der Werbesprache ["Women and men like different things"? Doing gender as a strategy of advertising language]. Marburg: Tectum, 459 pp., EUR 29.00.

This study illustrates how body-part vocabulary can contribute to linguistic gender construction. As a starting point, gendering mechanisms pertinent to body-part terms are delineated. On a theoretical plane, the study is indebted to poststructuralism and the notion of performativity in identity construction. Gender performativity via body-part vocabulary is explored by quantitatively and qualitatively analyzing material from a corpus of 2,000 advertisements from the two magazines, Cosmopolitan and Men's Health , yielding evidence on how two specifi c commercial versions of femininity and masculinity are discursively constructed. The fi ndings are highly ste-reotypical and therefore bear witness to body-part lexemes as traces of dominant gender discourses whose gender indexicality can be strategically exploited. The concluding discussion advances a theorization of linguistic identity construction in line with performativity, which departs from more traditional variationist approaches that see identity as a pre-discursive fact. (Language and gender, body, advertising discourse, body-part vocabulary, poststructuralism, performativity)

AbstractAdvertising plays an important and crucial part in our media culture. The language an advertiser uses plays an equally important role in selling of product. Themainpurpose of this research was to investigate  the  language used by various companies and individualsto sell their product.The studyalsohighlightsthe semantic analysis of  the  language  used  in  the advertisements.  The  data  was  collected  through internet,  the  main  source  was YouTubeand  Instagram. The  collected  data  includesrandomly  selectedads  of soap, shampoo, biscuitand fairness  creams. Throughfindings,  the  research  revealed  thedifferent figure  of  speechand  the  use  of  code switching by the seller to sell his or her product. The findings alsoshow the advantages and the disadvantages of the Fairness cream advertisements.The study is important for the readers as it would act as a platform for future researchers to explore the new dimension in the study.Keywords:advertising;  ads;  fairness  creams;  language  of  advertiser;  code  switching;advantages  and disadvantages of fairness creams

This paper reports preliminary observations on (im)politeness inIndian TV advertisements. Advertisements target a multicultural mostly urban and semi-urban audience and are, therefore, expected to reflect a linguistic and societal picture of that society.
Our primary observations reveal that the advertisements which are made primarily of children and youngsters depict a comparatively intolerant culture and more negative impoliteness output strategies. The paper seeks to address the questions related to impoliteness strategies taken by different age groups and in different social situations and strata as depicted through advertisements aired on TV.
Keywords-TV advertisements, (im)politeness strategies,
social groups, age, social situations

This essay will take a quantitative research approach to study the language used to create discourses of gender in catalogue toy advertisements. For the purpose of this study an issue of Argos catalogue will be used to inspect the frequency of certain words in ad blurbs in the boys’ and girls’ separate toy sections. While fixed, ultimate conclusions are impossible to derive from such studies, this paper will attempt to discover the different ideologies that are aimed either directly or covertly at the readers. It will be argued that advertising can encourage an attitude of exclusion and separation between boys and girls by creating narratives that intentionally alienate the other group. Additionally, by grouping the frequently used words, the essay will try to identify different discourses related to the gendering of personal and professional life from early childhood.

Tourism in Bali has increased significantly since 1970's and recently many people from foreign countries come to visit Bali every single year. This provides excellent opportunities for locally and non-locally owned businesses in the tourism sector, including travel agents, hotels and villas, restaurants, bars, cafés, spas, etc. The advertising industry is also growing with companies in the tourism sector competing to sell their products and services to the tourists through advertisements. Tourism advertisements have their own characteristics by combination of different components in their own lexical, morphosyntactic and textual patterns which are identifiably unique and very interesting to analyse. This study aims at discovering the linguistic features of Bali tourism advertisements and the implicit meaning of verbal expressions used in Bali tourism advertisements. The data were taken from Bali tourism magazines: Bali & Beyond, Now Bali and Hello Bali. Some data were also taken from Bali tourism promotion videos. Observation method and note taking technique were applied to obtain the qualitative data. Theory of English advertising by Leech (1966) is used to analyse the linguistic features used in Bali tourism advertisements. The findings and discussions are presented through formal and informal methods. Our findings show that Bali tourism advertisements are characterized by the use of particular verbs and adjectives. The advertisers use different syntactic patterns such as declaratives, imperatives, interrogatives and exclamatives. The use of ambiguity and rhetorical devices is also found in the advertisements i.e. personification, hyperbole, synecdoche and metaphor.

This study aims to discover the Literature Review of Advertisement sector. Advertisement is one of the greatest media of a country which can easily portray and influence a country, its population, ideas, philosophy and culture. In this modern era, Advertising is available at every corner of life. Advertiser wants to make a virtually demographic picture of communication through Advertisement. In Bangladesh, there exist many modes of Advertising which is working like a vital body in this developing country. This study will try to find out the different impression of Advertisement. Through this study, the literature of advertisement, the meaning of advertisement, anthropological view of advertisement, concept of women body advertisement and Bangladeshi advertisement study will come out.

W przedstawianym tomie opublikowano 27 artykułów ujętych
w ramach 5 rozdziałów, omawiających zagadnienia pragmatyki językowej, translatoryki, terminoogii, inżynierii języka, kulturologii a także glottodydaktyki. W poszczególnych artykułach ujęte zostały szczegółowe problemy współczesnego
językoznawstwa stosowanego, w tym analiza dyskursu poszczególnych technolektów, deskrypcja konkretnych języków specjalistycznych przez pryzmat wybranych gatunków tekstów specjalistycznych, analiza terminologiczna zawartości leksykonów specjalistycznych, opis strategii
i problemów tłumaczeniowych, charakterystyka mechanizmów rządzących procesem glottodydaktycznym i in.
I  PRAGMATYKA JĘZYKOWA

Analiza porównawcza struktury dokumentów i języka prawniczego na przykładzie Specyfikacji istotnych warunków zamówienia i Request for proposal
(EMILIA BOLESZCZUK, PAWEŁ SZCZEPAŃSKI, UNIWERSYTET GDAŃSKI) 13

Nagłówek w sieci – językowa analiza tworzenia nagłówków na przykładzie anglojęzycznych portali informatycznych
(KLAUDIA DRZEWIECKA, UNIWERSYTET ŚLĄSKI) 24

Między ogłoszeniem a reklamą – język perswazji w internetowych ogłoszeniach rekrutacyjnych
(JOLANTA ŁĄCKA-BADURA, UNIWERSYTET EKONOMICZNY W KATOWICACH, UNIWERSYTET ŚLĄSKI) 36

Komunikat prasowy jako narzędzie kształtowania wizerunku firmy w sytuacji kryzysowej. Studium przypadku koncernu BP w trakcie działań związanych z katastrofą w Zatoce Meksykańskiej
(MAGDALENA ŁĘSKA, UNIWERSYTET ŚLĄSKI) 48

Analiza językowa nazw produktów. Wykorzystanie językoznawstwa w procesie tworzenia globalnych nazw marek
(IZABELA LIZOŃCZYK, UNIWERSYTET ŚLĄSKI) 61

Pragmatyczne aspekty tekstów specjalistycznych w biznesie (na materiale wybranych polskich i brytyjskich raportów spółek giełdowych)
(JAN ŁOMPIEŚ, UNIWERSYTET WARSZAWSKI) 74

To co nas otacza, czyli kilka słów o języku reklamy
(EWA ŚWIĄTEK, UNIWERSYTET WARSZAWSKI) 89



List do akcjonariuszy – rzetelny komunikat o kondycji przedsiębiorstwa czy jedno z narzędzi promocji firmy?
(PAWEŁ ZAKRAJEWSKI, UNIWERSYTET ŚLĄSKI) 101

II  TRANSLATORYKA

Ponglish a tłumaczenia przeznaczone dla Polaków mieszkających w Wielkiej Brytanii
(MARIA BOGALECKA, UNIWERSYTET GDAŃSKI) 118

Problem tłumaczenia z języków blisko spokrewnionych: wybrane zagadnienia leksykalne na przykładzie języków białoruskiego i polskiego
(ALENA DUBININA, KATOLICKI UNIWERSYTET LUBELSKI JANA PAWŁA II) 130

Typologia najczęściej napotykanych problemów terminologicznych w tłumaczeniach medycznych
(MAŁGORZATA KASPROWICZ, UNIWERSYTET GDAŃSKI) 152

Polskie, angielskie i włoskie czasowniki ruchu w przekładzie
(LUCYNA MARCOL, JOANNA JASIŃSKA, UNIWERSYTET ŚLĄSKI) 162

I piękny, i wierny. O przekładzie feministycznym
(LILIANA RELIGA, UNIWERSYTET WARSZAWSKI) 172

Rola strategii w kompetencji tłumacza
(MARCIN RYBICKI, UNIWERSYTET IM. ADAMA MICKIEWICZA) 185

Tekst w układzie translatorycznym. Projekt typologii metafrastycznej
(WERONIKA SZEMIŃSKA, UNIWERSYTET WARSZAWSKI) 197

III    TERMINOLOGIA I INŻYNIERIA JĘZYKA

Co żuraw i kozioł robią na budowie? – O neosemantyzmach w polskiej i bułgarskiej terminologii budowlanej
(YORDANKA ILIEVA-CYGAN, UNIWERSYTET WARSZAWSKI) 206

Zmiany leksykalne w rozwoju terminologii tańca współczesnego
(JULIA MAKOWSKA-SONGIN, UNIWERSYTET ŚLĄSKI) 218

Gromadząc korpus profesjolektalny języka inwestorów
(BEATA MIKOŁAJEWSKA, UNIWERSYTET WARSZAWSKI) 231

Słowa jako materiał konstrukcyjny świata mentalnego. Analiza współczesnej terminologii architektoniczno-budowlanej
(ANNA ŚWIDZIŃSKA, UNIWERSYTET MARII CURIE-SKŁODOWSKIEJ) 241

Nie daj się zabić grzejnikowi, czyli jak zwiększyć czytalność instrukcji obsługi
(MICHAŁ Z. WÓJCIK, UNIWERSYTET ŚLĄSKI) 247

IV  KULTUROLOGIA

„Pseudo-obrońcy krzyża” kontra „PO-lszewiccy zdrajcy”, czyli o bezgranicznej manipulacji i trywializacji polskiego dyskursu publicznego po katastrofie smoleńskiej 10 kwietnia 2010 roku
(ŁUKASZ JAN BEREZOWSKI, UNIWERSYTET WARSZAWSKI) 262

Źródła leksykograficzne jako narzędzie rekonstrukcji językowego obrazu świata (na przykładzie leksemu ‘ziemia’)
(ANNA BRODECKA, UNIWERSYTET ŁÓDZKI) 276

Metafory miłości w języku angielskim i niemieckim z punktu widzenia językoznawstwa kognitywnego
(HANNA JURCZYK, UNIWERSYTETMIKOŁAJA KOPERNIKA W TORUNIU) 288

Aspekty inwokacji religijnej
(ŁUKASZ MATUSZ, UNIWERSYTET ŚLĄSKI) 299

V  GLOTTODYDAKTYKA

Problem interferencji językowej w nauce dwóch języków obcych na przykładzie studentów filologii włoskiej
(MAŁGORZATA KARCZEWSKA, UNIWERSYTET IM. ADAMA MICKIEWICZA) 309

Wpływ transferu językowego na naukę języków obcych – metoda EuroCom
(OLGA REMBLEWSKA, UNIWERSYTET ŁÓDZKI) 321

Ocenianie zadań i projektów grupowych na lekcjach języka obcego
(SANDRA WAWRZYNIAK, UNIWERSYTET ŁÓDZKI) 331

This study aims at investigating the syntactic patterns of phrase used in advertisement slogans. The research design of this study is descriptive qualitative. The sources for this research are taken from 42 slogans from four different magazines and also the Internet as the media to download the magazines and find the selling data of all the products from the data. The results show that there are five kinds of phrases which used for advertisement slogans, they are: (1) verb phrases (47%), (2) noun phrases (39%), (3) prepositional phrases (39%), (4) adverb phrases (4%), and (5) adjective phrases (4%). The results also show that the most beneficial phrase for advertisement slogan is verb phrases because it is more effective to give orders or promise than just inform the benefits or the characters of the products to make the readers buy the products.

Профессор кафедры антропологии Калифорнийского университета в Беркли ПО СЛЕДАМ ЖЕНСКОГО ОБРАЗА Cимволическая работа нового рекламного дискурса В сборнике: «Женщина и визуальные знаки », ред. Анна Альчук, М.: Идея-Пресс, 2000 Это эссе посвящено анализу того, как новая реклама успешно использует в своих целях идеи заимствованные из критического анализа традиционных общественных стереотипов и отношений. При этом заимствованные идеи, преломляясь в рекламе, часто работают на воспроизводство тех самых социальных стереотипов, которые эти идеи первоначально критиковали. Конкретнее, здесь рассматривается как реклама, заимствуя идеи из дискурсов критикующих социальное неравенство полов («гендерное» неравенство), преломляет эти идеи в своих интересах так, что они воспроизводят это неравенство на новом уровне. Мы начнём с теоретической части, рассмотрев в каком смысле можно анализировать идеологическую функцию рекламы вообще, затем перейдём к анализу новой «активной» рекламы, и в заключении рассмотрим на примерах как российская активная реклама воспроизводит гендерные стереотипы.

Wie strukturieren und gliedern WerberInnen in Suchmaschinenanzeigen die Werbepropositionen, die uns überzeugen? Sprechen sie uns dabei direkt an? Welche Typen von Werbepropositionen sind in den Werbetexten besonders wichtig? Welche Rollen spielen Markennamen, welche unser Suchbegriff? Welche Einzelwörter werden von den TexterInnen gerne in den Anzeigen eingesetzt?

Abstrak Bali merupakan ikon pariwisata Indonesia yang sangat terkenal di seluruh dunia. Hal ini tidak lepas dari peran iklan pariwisata sebagai sarana untuk mempromosikan pariwisata Bali. Iklan pariwisata selain dijadikan sebagai media promosi juga sebagai media untuk memperkenalkan budaya Bali, termasuk alam, arsitektur serta kehidupan sosial masyarakatnya. Hal ini dapat dilihat dari unsur-unsur verbal dan nonverbal yang digunakan dalam iklan pariwisata. Bahasa iklan memiliki karakteristik yang unik untuk ditelaah serta penggunaan gambar yang menarik yang juga memegang kunci kesuksesan dan efektivitas sebuah iklan. Penelitian ini bertujuan untuk melihat bagaimana unsur-unsur verbal dan nonverbal tersebut digunakan untuk merepresentasikan kebudayaan Bali sekaligus mempromosikan Bali sebagai tujuan wisata dunia. Data diambil dari iklan pariwisata yang diluncurkan oleh Dinas Pariwisata provinsi Bali yang bertema Bali Shanti. Iklan ini dipandang representatif sebab menonjolkan unsur-unsur budaya Bali secara utuh termasuk folosofi hidup masyarakat Bali, Tri Hita Karana, yang menjadi landasan dari segala aspek kehidupan di Bali. Metode dokumentasi dan observasi diterapkan dalam mengumpulkan data penelitian yang berbentuk kualitatif. Data verbal dan nonverbal dianalisis menggunakan teori Semiotik dari Barthes (1998). Hasil analisis data disajikan dengan metode informal. Hasil penelitian menunjukkan bahwa iklan pariwisata Bali menonjolkan kebudayaan Bali yang unik. Keunikan budaya ini menjadi magnet bagi pulau Bali, di samping kekayaan alam dan warisan arsitektur tradisional. Unsur-unsur verbal dan nonverbal saling menunjang dalam membentuk citra pulau Bali sebagai pulau dewata. Kata kunci: budaya, iklan, pariwisata 1. Pendahuluan Keindahan alam dan keunikan budaya menjadikan Bali sebagai tujuan wisata dunia. Reputasi Bali di mata internasional atau dunia memang tidak perlu diragukan atau dipertanyakan lagi. Keindahan alam dan kearifan budaya lokal menjadi magnet bagi siapapun. Pengelolaan pariwisata juga berjalan dengan sangat baik, iklim tropis yang memikat, penduduk lokal yang sangat ramah, bahkan tragedi bom yang pernah terjadi di Bali tidak meruntuhkan niat orang utnuk kembali datang dan menikmati

The Igbo wh-phrases display interesting variable behaviours in movement, with respect to whether they move to the left peripheries of direct or embedded interrogative clauses. A question arises why, unlike the English wh-phrases, the Igbo wh-phrases cannot maintain consistent shape and behaviour across the different syntactic constructions and in the face of different movement triggers. This paper dissects the wh-phrases in Igbo with the view to showing that they are not only different in their surface shapes but also in their internal configurations. The wh-phrases divide into basic and non-basic. It is found that the basic wh-phrases have their wh-features merged not only higher in the primary trees but as the head of the maximal wh-projections whereas the non-basic ones have theirs merged lower, usually as complement of DPs. The paper argues that these differences in internal configuration determine the wh-ness of the wh-phrases and are responsible for the observed variability in response to different syntactic stimuli or wh-movement triggers in direct and indirect wh-interrogative constructions. The study explores the minimalist framework.

Over the past 15 years, one of the basic functions of the Linguistic Landscape (LL) has been to measure and assess the visibility of multiple languages in public spaces. In research carried out around the world, English has recurrently appeared as one of the most important features of the LL, though its classification, and the extent to which its presence renders a space multilingual, remains controversial. In the light of Seargeant’s (2011) and Yano’s (2011) recent claims that English may be considered a feature of the local landscape rather than a language in its own right, this paper explores code classification in the LL of Toulouse. It challenges the concept of ‘global’ languages (Crystal, 1997), and illustrates the ways in which various codes become affected, consumed, and enveloped by the dominant language, French. Not only is this the case for English, but also the regional tongue, Occitan, whose visibility, despite appearing autonomous, may be more accurately considered a part of the French landscape. This illustrates the shortcomings in classifying languages according to fixed, subjective (and often ad hoc) criteria, because even the presentation of so-called ‘foreign’ languages in Toulouse is influenced by, and subject to, local linguistic norms. The implications of this are profound, as we see that French is the driving force behind every language in the city. Moreover, this calls into question the very definition of multilingualism, as LL authors exhibit a preference for the national code even when writing in others. As such, this research will have a meaningful impact on language coding in the LL, and contribute to the advancement of the methodologies by which we measure and analyse multilingualism, language beliefs, and language practices in public spaces.

Der folgende Beitrag beschäftigt sich mit werbesprachlicher Genderstilisierung. Anhand von Untersuchungsmaterial einer Studie zu sprachlichen Genderperformanzen in den geschlechtlich positionierten Lifestylemagazinen Cosmopolitan und Men's Health (britische und US Ausgaben) wird demonstriert, dass kommerzielle Geschlechterbilder auch sprachlich stark auf Differenzdiskursen basieren. Dies wird exemplarisch am Beispiel der Verwendung von Körperteilbezeichnungen und Farbvokabular verdeutlicht. In seiner Stereotypizität erinnert das Ergebnis an frühe
soziolinguistische Theoretisierungen geschlechtlichen Sprachverhaltens als Genderlekt. Bei seiner Anwendung auf werbesprachliche Identitätsstilisierungen muss jedoch eine Neudefinierung des Genderlektbegriffs in Betracht gezogen werden, die stark kontextsensitiv vorgeht und sich nicht zwangsläufig an den binären Makrokategorien Frau und Mann orientiert.

This paper proceeds as a case discourse analysis of a singularly important 1988 advertising campaign, “Hoshii mono ga hoshii wa” (I want what I want) for the Seibu Department Stores, an energetic driving force of Japan’s taste culture. Although the campaign is more than 20 years old, it remains one of the most inspiring advertising campaigns in Japanese history. The case provides an opportunity to study how the concepts of desire and femininity are salient signifiers in late-modern Japan as one kind of representation in paternalistic socio-economic systems. This paper focuses on both the textual sphere of the campaign and the socio-historical/cultural background of the Japanese consumer society in relation to the semiotic and the social. Thus, critical discourse analysis is the chosen methodology. Judith Butler’s (1993) construct of performativity including the concepts of iteration and foreclosure provides the conceptual ground. In my analytical process, I articulate those iterations and foreclosures in the advertisement. For Butler, desire is the desire for recognition and it is connected to the subject’s capacity for self-knowledge. Construing the advertisement as the desire for recognition attempts to show how gender can be perceived as a “doing” and how commercial advertisements can be a site of reflection for women living in a late-modern consumer society.

Tourism advertisements of Bali island typically use local terms, signs, symbols, and pictures which implicitly deliver the local values. This study aims at discovering Balinese local values within tourism advertisement. It is done by discovering the hidden meaning behind verbal and visual signs presented in the advertisement. The data was taken from tourism advertisement which officially launched by Bali Tourism Board entitled " Bali Shanti ". It was downloaded from YouTube. The data was collected through observation method and note taking technique. The data then analyzed using theory of semiotic proposed by Barthes (1998) and theory of semantic by Palmer (2001). There were some steps in analyzing the data. By discovering the meaning of verbal and visual signs, the myth and ideology of the advertisement can be identified which basically consist of Balinese local values. The finding shows that tourism advertisement " Bali Shanti " carried Balinese philosophy called Ttri Hita Karana. It is the "three causes of prosperity." They are: (1) harmony among people, (2) harmony with nature or environment and (3) harmony with God. The result of the study can be used by the Indonesian government especially Bali Tourism Boards as consideration in making further policy about tourism in Bali and it also can give benefit for the advertising company to create the more creative and effective advertisement.

Abstract
This thesis explores radio advertising in Ghana, focusing on the characteristics of a genre that is often termed ‘slice-of-life’ and that is popular with advertising producers. Slice-of-life adverts seek to represent a version of real life: specifically, the social reality of the target audience for the advert. I discuss how this represents a challenge to producers given a number of constraints, particularly the very brief duration of the mini-dramas that form the core of slice-of-life adverts and that last for just 10-60 seconds. I adopt the notion of ‘designed indexicality’ as a major analytical concept, arguing that this is a key strategy in designing a persuasive text. Producers, according to this view, deliberately harness culturally-salient indexical resources in the design of adverts, conveying meanings pertaining to the everyday lives of the advertised product’s target audience, and that are readily and quickly interpretable by the audience.
In analysing slice-of-life radio advertising I draw on an adapted, expanded form of a ‘multi-perspectived’ discourse analysis. This combines an analysis of advertising texts with an analysis of advertising producers’ accounts of their practice, observations of the production process and discussion with focus groups who represent the target audience for the adverts, meeting in a context that reflects habitual listening practices. The study therefore goes beyond the ‘textualist’ approaches that, until recently, have dominated applied linguistic research on advertising.
I argue that the study addresses certain gaps in the literature, particularly with respect to the research context (an African country), the research focus (slice-of-life radio advertising) and the expanded multi-perspectived discourse analytical approach. I discuss a number of implications of the study for research on advertising discourse within applied linguistics and related fields, and also argue that the study points to the need for greater dialogue between applied linguists as analysts and advertising practitioners.