This diploma thesis aims to analyse the lexical aspect of the contemporary Dutch language, particularly the influence of foreign languages on the state of Dutch advertising language. A short summary of the changes in language throughout the 20th century is described in the first part of the thesis. The chapters which follow are dedicated to the current specifics of the Dutch vocabulary and the current possibilities of its expanding, including the problematics,of lexical borrowings in Dutch. The specific aspects of advertising and its language also have to be introduced because of the possible consequences on the results of the analysis. In the practical part of the thesis, the own corpus, methodology and hypothesis are presented on the basis of the described secondary literature. Finally, the corpus analysis follows where all relevant results of the lexical analysis are discussed, both qualitatively and partly quantitatively.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-09-05T12:10:04Z No. of bitstreams: 1 Luciana Aparecida Boaventura de Oliveira Ignácio.pdf: 1372572 bytes, checksum: 4c35eabe7fb74073cb32a354733a536e (MD5) / Made available in DSpace on 2018-09-05T12:10:04Z (GMT). No. of bitstreams: 1 Luciana Aparecida Boaventura de Oliveira Ignácio.pdf: 1372572 bytes, checksum: 4c35eabe7fb74073cb32a354733a536e (MD5) Previous issue date: 2018-08-15 / Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPq / The present research, oriented by the socio-cognitive-interactionist perspective, approaches the reading that occurs in the school context and considers this activity a process of interaction between author-text-reader. It is based on the notion that the activation of the reader’s prior knowledge constitutes a fundamental strategy to produce inferences and, consequently, to meaning construction and understanding. In this context, the research question that guides this study is: To what extent does the didactic routing contributes to the teaching of reading? To answer this question, it was established as a general objective: to understand the strategies of reading in the construction of meanings by the student-readers. The specific objectives are: 1) to identify and analyze the reading strategies that collaborate for the construction of meanings by student-readers. 2) to use didactic routing as a resource for teaching-learning in reading classes. The theoretical contribution that underlies this research is composed mainly by Carvalho (2002, 2014), Dolz and Schneuwly (2004), Ferreira (2010), Kleiman (2013), Koch (2009, 2015), Koch and Elias (2014), Marcuschi (2008), Passarelli (2012), Sandmann (2001) and Travaglia (2007a). The selected corpus is formed by three advertisements from different times, which allow the observation of some changes concern to linguistic, cultural and imagery aspects. We analyze textual elements and the images that make up such pieces, which, together, interact for the construction of meaning. The didactic routing proposal enables the improvement of teaching-learning practices of reading in Portuguese language classes, particularly, in the 8th year of Elementary School II / A presente pesquisa, orientada pela perspectiva sociocognitivo-interacionista, aborda a leitura no âmbito escolar e considera essa atividade um processo de interação entre autor-texto-leitor. Tem como base a noção de que a ativação do conhecimento prévio do leitor constitui uma estratégia fundamental para a produção de inferências e, consequentemente, para a construção de sentidos e para a compreensão. Nesse contexto, a pergunta de pesquisa que norteia este estudo é: Em que medida o encaminhamento didático contribui para o ensino de leitura? Para responder a esse questionamento, estabeleceu-se como objetivo geral: compreender as estratégias de leitura na construção de sentidos por parte dos alunos-leitores. Os objetivos específicos, por sua vez, são: 1) identificar e analisar as estratégias de leitura que colaboram para a construção de sentidos pelos alunos-leitores. 2) empregar o encaminhamento didático como recurso para o ensino-aprendizagem em aulas de leitura. O aporte teórico que fundamenta esta investigação é composto principalmente por Carvalho (2002, 2014) Dolz e Schneuwly (2004), Ferreira (2010), Kleiman (2013), Koch (2009, 2015), Koch e Elias (2014), Marcuschi (2008), Passarelli (2012), Sandmann (2001) e Travaglia (2007a). O corpus selecionado é formado por três anúncios publicitários que, veiculados em épocas diferentes, permitem a observação de algumas mudanças em relação a aspectos linguísticos, culturais e imagéticos. Analisaram-se elementos textuais e as imagens que compõem tais peças, o que, conjuntamente, interagem para a construção do sentido. A proposta do encaminhamento didático possibilita o aprimoramento de práticas de ensino-aprendizagem de leitura nas aulas de língua portuguesa, em particular, no 8º ano do Ensino Fundamental II

Made available in DSpace on 2016-03-15T19:45:34Z (GMT). No. of bitstreams: 1 Juliana Lima da Silva.pdf: 2546828 bytes, checksum: d7d048201b833a27ec8c2f487328722b (MD5) Previous issue date: 2007-03-29 / The advertising text, which avails itself of stylistic and argumentative resources of the daily language to inform and to manipulate, is characterized by the rational use of these instruments to change or to maintain the opinion of its target audience. Based on the concepts of advertising language presented by Sandmann (2001), this research aims to analyze the campaigns of the beer Bohemia, specifically that named Enciclopédia Bohemia, broadcast in printed media from May to December 2004. Leaning on the foundations of the Textual Linguistics proposed by Fávero and Koch (1998), Fávero (2002) and Koch (1999), this research aims to verify whether the most frequent cohesion mechanisms in devising titles and subtitles of ads of the mentioned brand, as well as the verbal and nonverbal resources, let to memorize itself on the consumer s mind. / O texto publicitário, que se vale de recursos estilísticos e argumentativos da linguagem cotidiana para informar e manipular, caracteriza-se pela utilização racional desses instrumentos para mudar ou conservar a opinião do seu público-alvo. Embasada nos conceitos de linguagem publicitária apresentados por Sandmann (2001), esta dissertação tem como objetivo analisar peças publicitárias das cervejas da marca Bohemia, especificamente a campanha intitulada Enciclopédia Bohemia, veiculada em mídia impressa de maio a dezembro de 2004. Apoiando-se nos fundamentos da Lingüística Textual propostos por Fávero e Koch (1998), Fávero (2002) e Koch (1999), pretende-se verificar se os mecanismos de coesão mais freqüentes na elaboração dos títulos e subtítulos dos anúncios da marca citada, bem como os recursos verbais e nãoverbais, auxiliam na fixação do produto na mente do consumidor.

The thesis analyzes the advertisement that was published in three selected national newspapers and a weekly magazine. It focuses on the period last thirty years (comparison with the 80`s of the 20th century, the 90`s of the 20th century and the period after 2000). It is trying to show changes that occurred during the processing period of advertising texts in thematic, language and style area. The thesis concentrates on the selected sample of advertising texts and as well the most common principles of creation, it compares with scientifically based facts from reference book relating to advertising language. Advertising language is based on the changing society and its value which is constantly in progress. The year 1989 symbolized not only the changing political and social conditions in our country but also allowed the access of foreign capital onto the Czech market and its increase in competition that the advertisement responded with huge development. The advertisement could no longer rely on the information but it had to develop more features like the attraction and persuasive function. The thesis divides the advertising into two main parts. The first thematic part focuses on the texts from the point of their formal aspects (e.g. size and position of advertising in newspaper, colorful scheme, graphic...

University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese

Submitted by Leonardo Cavalcante (leo.ocavalcante@gmail.com) on 2018-04-11T14:47:45Z No. of bitstreams: 1 Arquivototal.pdf: 2318250 bytes, checksum: 92789d2d6c14f1d4deb62e9d3c0765cf (MD5) / Made available in DSpace on 2018-04-11T14:47:45Z (GMT). No. of bitstreams: 1 Arquivototal.pdf: 2318250 bytes, checksum: 92789d2d6c14f1d4deb62e9d3c0765cf (MD5) Previous issue date: 2016-07-26 / The field of advertising has undergone speech changes since the first records to the arrival of the Internet. In cyberculture, the advertising experienced changes in the issuer pole and ceased to be the only one to produce content and communication have new voices. The Segmentation and public saturation stimulated by the appearance of different communication devices led advertising to meet the needs of individual consumers, informed by communications technol-ogy, and went on to determine the strategies of advertisers in digital environments frequented by him. With increasing audience of fashion blogging, the collaboration, the sharing and the recommendation were redirected and blogs began to incorporate the interests of the market and consumer publications sponsored by advertising. In this sense, the discourse of fashion bloggers, not translated anymore personal experiences and integrated the goals of advertisers. This study aimed to identify how advertising appropriates the genres of fashion blogs, as bloggers have adopted the language of advertising in their publications and how this dual ownership has changed the relationship between bloggers and readers. With the support of discourse analysis method, we identified how advertising is inserted in the genres of fashion blogs, allowing bloggers adopt the language of advertising and use routinely in publications. We also analyze how this dual process interfered with social relations between bloggers and readers and how these relationships are established in the comments of the publications. Keywords: Fashion blogs. Genres. Advertising Language. Bloggers. Readers. Interactions. / O campo da publicidade sofreu transformações de discurso desde seus primeiros registros até a chegada da Internet. No âmbito da cibercultura, a publicidade experimentou mudanças no polo de emissão em que já não era a única a produzir conteúdo e a comunicação contava com novas vozes. A segmentação e a saturação das audiências estimuladas pelo aparecimento de diferentes dispositivos de comunicação levaram a publicidade a adaptar-se às necessidades do indivíduo e passaram a determinar estratégias que posicionassem os anunciantes nos ambien-tes digitais frequentados por ele. Com o aumento da audiência dos blogs de moda, as premis-sas de colaboração, compartilhamento e recomendação foram redirecionadas e esses blogs passaram a incorporar interesses de mercado e consumo a partir das publicações patrocinadas pela publicidade. Neste sentido, os discursos das blogueiras de moda, que antes traduziam experiências pessoais, passaram a integrar objetivos de divulgação dos anunciantes. O presen-te trabalho tem como objetivo identificar de que maneira a publicidade se apropria dos gêne-ros discursivos presentes nos blogs de moda, como as blogueiras adotaram a linguagem publi-citária em suas publicações e como esta dupla apropriação modificou as relações entre blo-gueiras e leitoras. Com o suporte do método de Análise do Discurso, identificamos como a publicidade se inseriu nos gêneros discursivos dos blogs de moda, permitindo que as bloguei-ras adotassem a linguagem publicitária e passassem a utilizá-la de forma rotineira nas publi-cações. Analisamos ainda como esse duplo processo interferiu nas relações sociais entre blo-gueiras e leitoras e como essas relações são estabelecidas nas conversações nos espaços para comentários.

The globalisation of economies and trade growth have made it necessary for international companies to communicate with consumers of different languages and cultures, since a major objective is to sell a standardised product to consumers with linguistic and cultural backgrounds which are different from those to which the manufacturers are accustomed. Once brought to a foreign country, the sales of a product must be promoted by way of advertising. To begin with, the method of advertising depends on the kind of product to be marketed. In addition, persuasive texts, which are characteristic of the language of advertising, not only employ particular pragmatic strategies, but are based on the values and cultural traditions of the relevant society. In different cultures different signs, symbols, names and customs will be used in different situations. In the case of the translation or localisation of advertisements, a translator must be very sensitive to the loss and gain of cultural elements. These could include objects, historical references, customs and habits that are unique to the source culture and not present in the target culture. The main focus of the research is on the culture-specific elements in advertising texts and their depiction in translation. This treatise investigates certain aspects of translation theory (such as theories of equivalence, Skopos theory and other similar theories) to form a basis for conducting this study and then adapts them to the process of translation. In addition, two main opposite techniques known as standardisation or localisation of the advertising message are discussed. The number of source texts (original) and target texts (localised) are examined closely to reveal any misrepresentations and to identify the method of translation applicable in each case.

Durante los últimos años, la publicidad ha integrado nuevas estrategias al elaborar sus campañas con la finalidad de generar un vínculo entre la marca y el público objetivo. Es por ello que en el Perú, actualmente, muchas marcas han optado por utilizar la identidad nacional como concepto de marca para la elaboración de sus estrategias publicitarias. Asimismo, los recursos, usualmente empleados dentro de estas campañas, son la cultura y el lenguaje, ya que forman parte de la identidad peruana. Ante esta situación, marcas como Inca Kola han optado por utilizar un lenguaje más afín a su público con el propósito de generar una identificación en ellos. Así pues, muchas de estas campañas han empleado un lenguaje conformado por jergas y peruanismos, debido a que corresponden a un tipo de habla coloquial, el cual genera una mayor afinidad con los peruanos. En ese sentido, esta investigación tiene como objetivo identificar y analizar las características de las jergas y peruanismos utilizados dentro de la publicidad, bajo un enfoque metodológico cualitativo. / In recent years, advertising has integrated new strategies when developing its campaigns in order to create a link between the brand and the target audience. That is why in Peru, currently, many brands have chosen to use the national identity as a brand concept for the development of their advertising strategies. Likewise, the resources, usually used within these campaigns, are culture and language, since they are part of the Peruvian identity. Faced with this situation, brands like Inca Kola have chosen to use a language more related to their audience in order to generate an identification in them. Thus, many of these campaigns have used a language made up of slang and Peruvianisms, because they correspond to a type of colloquial speech, which generates a greater affinity with Peruvians. In this sense, this research aims to identify and analyze the characteristics of the jargons and Peruvianisms used within advertising, under a qualitative methodological approach. / Trabajo de investigación

Cette recherche est ancrée à la fois dans la statistique textuelle, et secondairement dans l’analyse du discours, avec une complémentarité quantitatif-qualitatif. L’état de la question présente une vue d’ensemble des recherches linguistiques sur la publicité – linguistique descriptive, analyse du discours, sémiologie/sémiotique et rhétorique/stylistique, en prenant pour point de départ le travail pionnier en linguistique descriptive de Leech (TheLanguage of Advertising, 1966) – et révèle plusieurs constats :1. les mots de la publicité constituent bien un discours spécialisé 2. la publicité ressemble à la fois à la poésie et à la langue courante 3. l’intertextualité et la participation active d’un récepteur ciblé sont deux données clés de la communication publicitaire 4. la langue publicitaire est émotionnelle, ambiguë, indirecte et implicite 5. de façon simpliste et ludique, la publicité nous dépeint un monde de bonheur parfait 6. simplicité et conventionnalisation du discours publicitaire, et invariants lexicaux. Pour répondre à certaines questions sur le discours, la langue, la communication et la traduction publicitaires, nous avons choisi une approche quantitative et l’approche lexicométrique (ou statistique textuelle, devenue récemment textométrie), développée notamment par le « groupe de Saint-Cloud » et ses collaborateurs, dont André Salem (concepteur de Lexico, le logiciel utilisé pour nos analyses). L'analyse lexicométrique est complétée par l'analyse factorielle des correspondances (AFC) et la méthode de projection géodésique de Viprey (avec le logiciel Astadiag). Grâce à un corpus parallèle (bitexte) d’environ 800 000 occurrences en anglais et un million en français (170 brochures publicitaires compilées à partir de sites Web canadiens de 20 marques, 10 constructeurs, 229 véhicules au total), nous avons réussi à déterminer un profil lexical distinct pour chacun des sept segments du marché automobile : AB, CD, EF, MPV (véhicules multifonctions), PK (pickups/camions), SP (voitures de sport) et SUV (VUS : véhicules utilitaires sports) et montré que dans l’ensemble, les publicités sont traduites assez littéralement. / Our research is quantitative and qualitative, based on textometrics tools and discourse analysis. Our literature review surveyed linguistic studies of advertising, through different schools of thought : descriptive linguistics, discourse analysis, semiology, rhetorics/stylistics, starting with Leech’s founding work (The Language of Advertising, 1966), which led to several highlights : 1. advertising is indeed a specialty discourse, or a language for special purpose (LSP) 2. advertising shares some common features with both poetry and the language we speak everyday 3. intertextuality and active participation of the targeted reader are two key factors of advertising communication 4. the language of advertising is emotional, ambiguous, indirect and implicit 5. in a simple and playful way, advertising depicts a perfect, happy world 6. simplicity and conventionalization of the advertising discourse, with lexical constants.To find answers to some of our questions on the advertising discourse, language, communication and translation, we selected a quantitative approach, i.e., the lexicometric methodology (statistical linguistics, more recently called textometry) developed by the Saint-Cloud (France) group, including André Salem (founder and developer of Lexico,which we used to analyze our corpus). Our lexicometric analysis is complemented by a classic factor analysis (FCA)and Viprey’s geodesical projection method (with the Astadiag software). With our parallel corpus of roughly 800,000 tokens in English and one million in French (170 advertising brochures downloaded from 20 brands/10carmakers’ Canadian websites, for a total of 229 vehicles), we found distinct lexical profiles for each of the seven carmarket segments: AB, CD, EF, MPV, PK (pickup trucks), SP (sports cars) and SUV. We also showed that overall,advertisements are translated rather literally.

This study sought to investigate and to record any recurring patterns in the form and communicative impact of Shona advertisements. Motivation to carry out the study came from a realisation of a growing interest in using the Shona language for advertising and the fact that very few studies have been done on Shona advertisements. For methodology, examples of Shona advertisements were qualitatively analysed using some communications and discourse analysis approaches of the speech act theory and text linguistics. A structured interview with advertising agencies randomly selected and a questionnaire on the impact of advertisements were also used. The findings of the research included that Shona was used in advertisements in order to reach out to the majority of the Zimbabwean population. In addition, Shona was also found to have been developed enough to handle formal issues like advertisements. This finding further shows that Shona advertisements reflect an instance of diglossia leakage from Shona L(ow) to Shona H(igh). Another finding is that Shona advertisements reflect some characteristics of the Shona speech community in form. These include code-switching, slang and word- division problems. An innovation in code-switching noted in some Shona advertisements is the use of three languages, namely, English, Shona and Ndebele in one advertisement. It was also established that everything about the elements of Shona advertisements communicate. For instance, the message may be visual, tactile and olfactory. It also emerged that the Shona commercial advertisements had a presenting and a hidden agenda at the same time. To achieve this the advertisements used persuasive techniques such as advertising claims, cultural hooks and personalities as spokespersons. It was also noted that most readers of advertisements do not interpret them up to the hidden persuaders but end with the direct meaning. On the other hand the Shona advertisements that gave information such as health issues have no hidden agenda. One recommendation made is that advertisements be read and studied to raise the level of awareness about the persuasive techniques used in order to distinguish between misleading advertising and those that give useful information. Some recommendations were made for future research such as carrying out similar studies of informal Shona advertisements, advertisements by n'angas/inyangas (traditional healers), prophets and political campaigns. / African Languages / M.A. (African Languages)