...AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS Abstract This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels. In order to conduct a data-driven study, the author builds a corpus of 60 English advertisements. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods ads, technical equipment ads, service ads, similarities and differences in advertising language features can be summarized and possible reasons will be given in the light of the meaning, and function of language. This paper will be presented in five parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the three middle parts which respectively analyze language features at lexical, syntactic and discourse levels. The conclusion of this paper is drawn from the data analysis. In the analysis, examples from the corpus will be given; figures, tables and graphs will also be offered to make the paper understandable and persuasive. It is hoped that the study can shed light on the language features of advertisements and also provide help to copy writers and advertising English learners. KEYWORDS: English Advertisements, Lexical, Syntactic, Discourse,Similarities, Differences Acknowledgement Sincere thanks go to Dr. Wei Naixing for his insightful guidance and earnest help all through the searching, analysis and...
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...STUDIES ABOUT LANGUAGES. 2006. NO. 9 The Language of Advertising: Analysis of English and Lithuanian Advertising Texts Jurgita Vaičenonienė Annotation. The spread of globalization and marketing during the last century triggered the proliferation of advertising genres. The goal of advertisements is to persuade consumers to act or think in a textually determined way in order to boost sales of particular commodities and services. In order to capture attention, convey the message and persuade the consumer, advertising texts use a range of manipulative language devices. Moreover, different cultures may have different expectations with regard to stylistic choices, language use and other preferences in the same genre. Hence the aim of the article is to analyze the language of advertising in English and Lithuanian in order to estimate the specificities of the advertising genre in the two different cultural and linguistic systems. The approach employed in the study draws on the ideas of the functionalist interpretation of text typology and source text analysis as proposed by Nord (1997) and Reiss (2000). The functionalist approach provides an in-depth understanding of the source and target text conventions and functions which are prerequisites for successful intercultural communication and translation. The means to accomplish the task of the present article is the analysis of a comparable corpus of data consisting of 100 English and 100 Lithuanian advertising texts. For the...
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...AN ANALYSIS OF LANGUAGE FEATURES IN ENGLISH ADVERTISEMENTS Abstract This paper presents an analytical study of the language features of English advertisements at lexical, syntactic and discourse levels. In order to conduct a data-driven study, the author builds a corpus of 60 English advertisements. It is hoped that through the detailed survey of three types of advertisements: namely, daily consumer goods ads, technical equipment ads, service ads, similarities and differences in advertising language features can be summarized and possible reasons will be given in the light of the meaning, and function of language. This paper will be presented in five parts. The first part is the introduction and the last conclusion. The focus of the paper is laid on the three middle parts which respectively analyze language features at lexical, syntactic and discourse levels. The conclusion of this paper is drawn from the data analysis. In the analysis, examples from the corpus will be given; figures, tables and graphs will also be offered to make the paper understandable and persuasive. It is hoped that the study can shed light on the language features of advertisements and also provide help to copy writers and advertising English learners. KEYWORDS: English Advertisements, Lexical, Syntactic, Discourse, Similarities, Differences Contents |1. |Introduction ……………………………………………………………… |1 | |1.1...
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...“FUNCTIONAL ANALYSIS of DOVE CAMPAIGN FOR REAL BEAUTY” E303 Project Report Submitted in Partial Fulfillment of the Requirements of UNITED KINGDOM OPEN UNIVERSITY/ ARAB OPEN UNIVERSITY for the Degree of BACHELOR of ENGLISH LANGUAGE AND LITERATURE to DR HAYAT AL-KHATIB ENGLISH LANGUAGE AND LITERATURE PROGRAMME COORDINATOR By Grace Abou Zeid ARAB OPEN UNIVERSITY LEBANON 2010 Functional Analysis of “Dove Campaign for Real Beauty” 1 DECLARATION I hereby declare that the project work entitled “FUNCTIONAL ANALYSIS of DOVE CAMPAIGN for REAL BEAUTY” submitted to the ARAB OPEN UNIVERSITY, is a record of an original work done by me under the guidance of Mrs. Ph.D. HAYAT AL-KHATIB, Head PG Dept Of English Language & Literature, ARAB OPEN UNIVERSITY - LEBANON, and this project work is submitted in the partial fulfillment of the requirements for the award of the degree of Bachelor of English Language & Literature. The results embodied in this thesis have not been submitted to any other University or Institute for the award of any degree or diploma. GRACE ABOU ZEID Functional Analysis of “Dove Campaign for Real Beauty” 2 ACKNOWLEDGEMENT I owe a great many thanks to a great many people who helped and supported me during the writing of this project. My deepest thanks go to DR. HAYAT AL-KHATIB, my SUPERVISOR, for guiding and correcting various documents of mine with attention and care. I also express thanks to the DIRECTOR of ARAB OPEN UNIVERSITY...
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...phenomenon reflects people’s life-style and the position of culture in the society and, therefore, demonstrates the current state of our language. William Bernbach, the most important and influential figure in the history of modern advertising, nearly a century ago said: “In advertising not to be different is virtually suicidal”. Time has passed, but these words are still important for modern advertisers who have to monitor and catch new tendencies in the society and use the most original and effective language means. Sometimes we can find ways of advertising that are more advanced than modern language norms and, thereby, in the process of searching the most efficient way to persuade the customer advertisers invent new figures and models of speech that become more and more popular with people and develop the language. Modern advertisements attract attention of scholars from different fields of science, especially linguists from all over the world. Their main sphere of action is studying the promotional text and, therefore, the language of advertisements. Every day ordinary customers are faced with huge amount of products. In order to perform its main function - to present the products to the consumers and persuade them to buy, advertisements widely use puns. You can only pick up the nearest magazine and look at it to see how common puns are in advertising. Puns prove themselves to be an economical way of producing a positive effect towards the promoted product not requiring additional...
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...Academic English for Business and Management Compare and contrast the ideas expressed in the two texts. To what extent do these texts show that national and cultural stereotypes are no longer a useful way of examining the human condition and economic activity? Choose an element in the texts which you find interesting and explain your reaction to it by giving examples from your own experience. It is commonly regarded that globalization is a world trend today, thus national and cultural stereotypes are drawing attention. Before reading, the definition of stereotype should be clarified. Stereotypes are traits but different from the country, language, culture and other factors. Furthermore, stereotype is ‘a widely held but fixed and oversimplified image or idea of a particular type of person or thing’ (Oxford Dictionaries, Oxford University Press, 2014). This essay will compare and contrast the ideas from two articles named ‘Intercultural communication for sale’ (Piller, 2011) and ‘East meets West: How the brains unites us all’ (Yong, 2009), then consider whether stereotypes are useful to examine people’s mind and business activities. It is shown in two texts that national stereotype is a common topic that both Piller and Yong discussed in their articles. Yong (2009) refers to stereotypes that easterners have a holistic world view, while westerners tend to think more analytically. Piller (2011) uses the ideas of stereotypes and shows how they can be exploited to help sell...
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...A newspaper (often just called a paper when the context is clear) is a periodical publication containing news, other informative articles (listed below), and usually advertising. A newspaper is usually printed on relatively inexpensive, low-grade paper such as newsprint. The news organizations that publish newspapers are themselves often metonymically called newspapers. Most newspapers now publish online as well as in print. The online versions are called online newspapers or news sites. Newspapers are typically published daily or weekly. News magazines are also weekly, but they have a magazine format. General-interest newspapers typically publish news articles and feature articles on national and international news as well as local news. The news includes political events and personalities, business and finance, crime, severe weather, and natural disasters; health and medicine, science, and technology; sports; and entertainment, society, food and cooking, clothing and home fashion, and the arts. Typically the paper is divided into sections for each of those major groupings (labeled A, B, C, and so on, with pagination prefixes yielding page numbers A1-A20, B1-B20, C1-C20, and so on). Most traditional papers also feature an editorial page containing editorials written by an editor, op-eds written by guest writers, and columns that express the personal opinions of columnists, usually offering analysis and synthesis that attempts to translate the raw data of the news into information...
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...marketing because they don’t follow the stereotypical images that they have been subjected to. Many are “driving growth in income and purchase power through education and professional achievement. African Americans represent $799 billion in buying power, which is expected to grow by some 34 percent through 2011” (Hawkins). This fact gives lenders and real estate agents opportunity to implement specific marketing tactics. Internet usage among African Americans is on the rise, allowing marketers to leverage online-based advertising for example. Hispanics represent another major ethnic subculture and have diverse nationalities including people of Cuban, Mexican, Puerto Rican, South/Central America or any other Spanish ethnicity. “The Hispanic market is now the largest and fastest-growing ethnic subculture in the United States” (Hawkins). Hispanics are sensitive to nationality-based differences which can pose as a marketing challenge. Differences in language, acculturation and generational influences need to be considered when implementing a marketing campaign. As with African Americans, there are generational differences...
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...PRINA REPORT ON MEDIA (PRINT AND DIGITAL) AT INSTITUTE OF MANAGEMENT TECHNOLOGY – HYDERABAD PREPARED FOR SUBMISSION AS A PART OF BUSINESS ORIENTATION PROGRAMME BY SUSRI SANGEETA ANUJ GUPTA 1 ACKNOWLEDGEMENT I would like to express my gratitude and appreciation to all those who gave me the possibility to complete this report. A special thanks to our BOP coordinator, Dr. Siva Gyanasundaram , whose help, stimulating suggestions and encouragement, helped me to coordinate my project especially in writing this report. A special thanks goes to my team mate, who help me to assemble the parts and gave suggestion about the Differential Rig Last but not least, many thanks go to the head of the project, Dr. Archana Pillai who have given her full effort in guiding the team in achieving the goal as well as his encouragement to maintain our progress in track. I would to appreciate the guidance given by other supervisor as well as the panels especially in our project presentation that has improved our presentation skills by their comment and tip. 2 INDEX SL NO. 1 2 CONTENT INTRODUCTION KEY PLAYERS OF THE INDUSTRY 3 GROWTH OF THE INDUSTRY 4 5 6 SWOT ANALYSIS CONCLUSION BIBLIOGRAPHY 16 19 22 12 PAGE 4 6 3 INTRODUCTION Overview Of The Industry Printing is a process for reproducing text and image, typically with ink on paper using a printing press. It is often carried out as a large-scale industrial process, and is an essential part of publishing and transaction printing...
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...Culture Essay Culture is pervasive in all marketing activities”, (Albaum et al, 2005) Hall distinguishes culture according to the degree of context in their communication systems (De Mooij, 2010). High context cultures (Japanese, Chinese) contrast greatly with low context cultures (USA), who require a more explicit conveyance of messages. As Hall (1984) says, “Many Americans don’t seem able to evaluate anything unless they can attach a number to it”. Introduction One of the early scholars of culture, Linton (1945), defines it as: ‘‘The configuration of learned behavior and results of learned behavior whose component elements are shared and transmitted by the members of a particular society.’’ Other early scholars like Kluckhorn (1954) conceptualized that the cultural influences transcend in terms of the beliefs, norms, traditions, and values of society and this view still prevails among the scholars of culture. Why is culture important? Global Marketing in the simplest description attempts to understand customers in terms of what they buy, when they buy, why they buy, how much they buy, where they buy it, and with what they buy. Internationally, this means understanding culture. How marketing efforts interact with culture determines the success or failure of a product. "There are many examples of cultural differences that have affected marketing success or failure." (Buzzell) The relationship with culture comes into play with the realization that each of the consumer...
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...cultural construct. After the 1990s, globalization and technological revolution in the joint action, cultural issues in all areas of marketing, reflected in all directions, the impact of cultural capital on advertisement journals were seen everywhere. "Advertising." The word of foreign origin, derived from the Latin word “Adteurture”; its basic meaning is the meaning of attention and induce the latter evolved into the English language “Advertise”. In recent years, advertising fills of people’s lives. From the television’s ads, newspaper’s ads, outdoor walls’ ads, to the network, advertising are seen every where. But in different cultural background, consumer values, consumption patterns and consumer behavior are different. Cultural capital has a deep impact on advertising, which cannot be ignored. Today's society is in economic globalization; all the advertising companies cannot separate from cultural capital. We need to know when planning to advertise the nation's culture, and culture types, this is the ads, predictable. "Cultural capital has three subtypes: embodied, objectified and institutionalized." (Bourdieu, 1986). According to three different types of cultural capital. Below, I will talk about my type of advertising of these three different effects. Embodied cultural capital Embodied cultural capital is embedded in the individual's cultural capital....
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...THE ROLE OF LANGUAGE CODESWITCHING IN INCREASING ADVERTISING EFFECTIVENESS AMONG MEXICAN-AMERICAN YOUTH by MELISSA MAIER BISHOP Presented to the Faculty of the Graduate School of The University of Texas at Arlington in Partial Fulfillment of the Requirements for the Degree of DOCTOR OF PHILOSOPHY THE UNIVERSITY OF TEXAS AT ARLINGTON December 2006 Copyright © by Melissa Maier Bishop 2006 All Rights Reserved ACKNOWLEDGEMENTS A wise professor told me before starting my PhD work to not forget my distractions. Therefore, this work is dedicated to my three favorite distractions—my husband Jeff and my two sons, Abel and Peyton. Thank you, Jeff, for all of your encouragement, your support, and your shoulder to lean on and your ear to listen during the past five years as we’ve come together on this journey. Thank you, Abel and Peyton, for sharing me with my studies and for often keeping me company while I studied for my exams and wrote my papers. Thank you also to my wonderful committee who were all so encouraging and patient with me, especially my Chair, Dr. Mark Peterson. Your excitement for my ideas inspired me as well as your belief in me. You have an unselfish and self-sacrificing nature that shines through you, and you are a gift to all of your students. Many thanks also to Dr. Roger Dickinson, who was a great support to me over the past five years and a big reason I decided to join the program in the first place. Thanks to my parents and to Jeff’s parents...
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...Company Name: Samsetta Product Name : Stalk {Communicate and we take it across} Marketing Strategies Group 8 ~ Mayank Nick Raol Gautham Sahithi Sowmya. Table of Contents |Descriptions |Name Title | |Introduction of Samsung and Rosetta Stone |Nick Raol | |STalk - Communicate and We take it across |Nick Raol | | Market Positioning |Gautham | |Target Market |Sowmya and Sahithi | |Marketing Mix |Sowmya and Sahithi | |Design document |Mayank | |Company's Website |Mayank | Introduction of Samsung and Rosetta Stone Samsung electronics is one of the largest corporations in the world worth billions of dollars. Samsung beginnings were not involved distributing electronic but other products. Samsung's founder Chull Lee...
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...COURSE SCHEDULE LANGUAGE AND CULTURE LIN 100/ANT 100-003 COURSE SCHEDULE – SPRING 2014 PROFESSOR SHARON AVNI Date/ lesson | Topic | Read/Watch | Assignment(s) due | 1 1/28 | Introduction Course overview | * Intro: * What is language What do we want to know about language? | | 2 1/31 | What is language? What do we know about language and society? | * Yule, Chapter 1 * Language truths http://rosinalippi.com/portfolio/docs/EWA-Intro.pdf | Study questions – Yule, Chapter 1 | 3 2/4 | Animal communication and human language | * Yule, Chapter 2 | Yule chapter 2 study questions | 4 2/7 | Human language | * Corballis, “From Hand to Mouth” (located in course materials) | Class discussion questions | 4 2/11 | Phonetics Phonology | * Language and Linguistics (located in course material) * Yule, Chapter 3 | Yule study questions -- Chapter 3 | 5 2/14 | Phonetics Phonology | * Yule, Chapter 4 * Esling, “Everyone has an accent but me” http://lrc.ohio.edu/lrcmedia/Streaming/lingCALL/ling270/myth20.pdf | Study questions – Yule, Chapter 4 | 6 2/18 | Morphology Grammar | * Yule, Chapter 6 & 7 * http://www.youtube.com/watch?v=_y8aLt4kLcI | Yule Chapter 6 & 7 | 7 2/21 | Word formation | * Yule, Chapter 5 * http://www.youtube.com/watch?v=Ca0xFvMfcqo&feature=related | Classroom questions | 8 2/25 | Semantics | * Yule, Chapter 9 * Hooten, “Fighting...
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...English and Englishes in the Philippines: A World Englishes Approach to MTBMLE Isabel Pefianco Martin, Ateneo de Manila University Abstract ! In the past two years since DepEd Order 74 (series 2009) was implemented, teacher training sessions have been conducted that focussed on the development of teaching strategies and the preparation of instructional materials for teaching in multilingual settings. One area of utmost concern among basic education teachers, and often a source of anxiety to both teachers and parents, is how to approach the teaching of English using the first language (L1). This presentation hopes to address these concerns by proposing a World Englishes (WE) approach to English language teaching (ELT) in the Philippines. Introduction ! Just recently, a college freshman who interviewed me for his research paper on mother-tongue based multilingual education (MTBMLE) asked why I supported its promotion even it meant possibly losing my job as an English teacher. The question did not surprise me as it was something that I often encountered whenever teachers, especially English teachers in Metro Manila, are confronted with this unfamiliar creature that is MTBMLE. ! To many stakeholders of the English language--lawmakers, school administrators, teachers, and parents--MTBMLE is perceived as a threat. It is specifically perceived to be anti-English. These perceptions may be traced to beliefs about English that may largely be considered as...
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