This paper will analyse code-switching, borrowing, slang, and covert or overt prestige in online and television media. The days of OOH (Out Of Home) advertising are becoming obsolete and moving toward a digital age. South African press aims to create advertising inclusive of all creeds, genders, cultures, and classes, in which all walks of life interact in an ideal society and with humour specific to the locality. Thus, the paper will analyse the advertisers using these linguistic terms, such as code-switching, etc., to create these realities in these advertisements and how they are presented tactically.  The source material is twenty video advertisements ranging from the last fifteen years, 2007-2022. All videos are deconstructed and then examined when and where code-switching, borrowing, slang, and other more seldomly used tactics are found. The advertisements range from banks to fast food companies, which should allow the formality of the ad to have differences in how they approach specific target audiences and the general message they attempt to convey. The results show that all the videos contained two or more code switches, borrowings and slang words or phrases. This proved that their inclusion in the advertisement was not by chance but rather calculated and intentional. They were strategically placed to either add comedy or South Africanise the advertisement to create inclusion. Many adverts used stereotypical language that proved that the adverts were explicitly South Africans as they would only have the exclusivity of understanding it.  This supports that this strategy could be the best way for advertisers to create better engagements for future advertising.

Yes / Luxury brands are increasingly targeting the middle class through ‘masstige marketing’ as the trendy business opportunity,' which combines luxury and mass appeal. This strategy aims to make high-end brands more accessible to a wider audience, catering to the desires and preferences of the middle class. Grounded in the Mass Prestige (Masstige) theory, this study examines the direct and indirect impact of Symbolic motivations (snob, Veblen, and bandwagon) on Masstige Purchase Intention (MPI) via Inspiration Towards Masstige (ITM) as a mediator. Moreover, the contingent impact of Brand Credibility (BC) between ITM and MPI was assessed. Two independent studies were conducted among consumers of clothing and car brands. Results supported all the hypothesized paths reflecting symbolic motivations as important predictors of MPI directly and through the underlying mechanism of ITM. However, significant differences were observed in the impact size of the Veblen and bandwagon motivations on ITM and MPI among clothing and car brand consumers. Moreover, results revealed that BC significantly interacts with ITM to augment the MPI in both studies. However, this contingent impact was stronger to enhance MPI among the consumers of car brands than clothing brands. Furthermore, study implications and future research directions are presented in detail. / The full text will be available at the end of the Publisher's embargo period: 2nd Sept 2025

M. Tech. (Marketing, Faculty of Management Sciences), Vaal University of Technology / One important motivating force that influences a wide range of consumer behaviour is the desire to gain status or social prestige from the acquisition and consumption of goods. More often than not, individuals purchase expensive and luxury goods to display their social standing. In addition, individuals purchase status products to fulfil their material desires and reinforce their group identity. This is often a case with regards to youth consumers who often purchase expensive, luxury fashionable clothing brands to portray status and impress their peers. This behaviour seems to be trending among township consumers. The township market is a major contributor to the South African economy with an annual spending power of approximately R307-R308 billion. This study sought to investigate the influence of fashion clothing involvement, materialism and group identity on fashion brand status consumption amongst the youth. The research concentrates specifically on township youth consumers aged between 18 to 24 years, located in the Sedibeng district. This study made use of a non-probability convenience sample. A self-administered questionnaire was designed based on the scales used in previous studies. Five fieldworkers were selected and received training from the researcher on the purpose of the research as well as the critical elements of fieldwork. Once the training was completed, the questionnaires were distributed by fieldworkers. The questionnaire requested respondents to indicate on a five-point Likert scale the extent of their agreement or disagreement with items designed to measure their status consumption, fashion clothing involvement, materialism and group identity. In addition, the participants were requested to provide certain demographic data. For this study, a sample of 400 township youth individuals, residing within the Sedibeng district, was drawn. From this sample, only 345 questionnaires were usable leading to a response rate of 83 percent. The captured data were analysed using descriptive statistics and inferential statistics comprising of correlation and regression analysis. The findings indicate that fashion clothing involvement significantly and positively predicted status consumption of township youth consumers. Therefore, the results show that fashion-involved consumers are more likely to engage in status consumption. There was a direct relationship between materialism and status consumption. Group identity had a significant positive influence on status consumption. Owing to the high demand for status brands or products by township youth consumers, it is recommended that marketers should tap the market potential of this consumer segment while considering the influence of their reference groups. In addition, their advertisements should emphasise the brand or product’s ability to indicate status. Furthermore, marketers should make use of social media to effectively reach youth consumers. Insights gained from this study will help marketers to better understand township youth consumers, their engagement in status consumption, and their involvement in fashion clothing, which, in turn, should help them tailor their marketing efforts in such a way as to appeal to this segment in an appropriate manner.

George Bernard Shaw’s Pygmalion (1912) and its musical adaptation, My Fair Lady (1956) offer 20th century’s most famous example of dialect acquisition: the transformation of Eliza Doolittle under the tutelage of Professor Henry Higgins. The opportunity to work on Barksdale Theatre’s production of My Fair Lady (2012), both as the actress playing Eliza Doolittle and as a dialect coach for the production, prompted an analysis of the dialect pedagogy of Henry Higgins. The centenary of Pygmalion is also a prime juncture to document, in contrast or complement to Higgins’ model, contemporary theories and techniques of dialect pedagogy. Chapter one of this thesis explores the ideology of dialect acquisition, addressing the issues of dialect prestige and standard speech. Chapter two examines the rapport between teacher/coach and learner/actor, including a comparison of teacher-centered and learner-centered pedagogies and the influence of expectancy theories on learner growth. Chapter three details the methods of dialect acquisition, addresses language learning theories as applied to dialect learning, and offers practical exercises and techniques. The conclusion outlines areas of future consideration to enhance the dialect acquisition process in the classroom and rehearsal hall.

This study sets out to understand the position of Turkish women in gendered jobs and jobs with different levels of prestige from the 1980s to the 2000s, and to compare this position to that of women in similar countries where possible. Although Turkish women's enrolment rates in traditionally male subjects in higher education is above the Organisation for Economic Co-operation and Development (OECD) average and despite the fact that they exceed their male counterparts in their graduation rates in most of the university subjects, this success is not reflected in the labour market. Turkish women are mostly trapped in female occupations with medium level of prestige and are particularly excluded from top-ranked jobs. This study argues that the vicious circle of society's expectations of women in the private sphere and the statistical discrimination based on the fulfilment of these expectations affect women's likelihood to be in these jobs negatively. While increasing educational level strongly improves women's position in male-dominated jobs (within 'professional, scientific and technical jobs' category in particular) and their prestige levels, evidence also shows that there is still a drastic lost potential in respect of highly qualified women's employment considering that still in 2010s, there is a remarkable proportion of highly educated women who are not in paid work. It is observed that in 2012, women expanded their attainment in relatively low-prestige jobs and increased their participation further in professional jobs in accordance with their rising higher educational attainment, yet still only 3% of working women are in managerial jobs (TurkStat, 2012). This implies that the prescribed gender roles that saddle women with the heavy burden in the private sphere, which also affect highly educated women's career trajectories, could even be more persisting than the influence of the traditional social structure on women's work that is expected to cause low qualified women to be represented at low rates in (less prestigious) jobs with non-traditional conditions. Considering that women withdraw from the labour market mostly due to marriage, and the findings show that marriage and having children have a negative impact on women's careers at large, attention should be focused on the private sphere. Looking at Turkish households, it is found that the gender segregation at work is reflected in the private sphere: women undertake the demanding traditionally female housework and while there are more potential sources of support for childcare compared to household chores, women's employment status and level of income also do not make a substantial difference in terms of the former also the unbalanced domestic division of labour unlike it is for the latter. Results demonstrate that Turkish men do not have a particularly traditional gender ideology regarding women's paid work. However, their lack of involvement in female chores creates a barrier for women's careers in a semi-direct pattern. The findings refer to the need for a faster increase in Turkish women's higher educational attainment and a stronger external support system via social policies at work and at home. It is also important to reinforce a more egalitarian gender ideology regarding men's roles as spouses and fathers as well as to promote the importance of women's different roles in private and public spheres, not only as wives and mothers but also as individuals, citizens and employers/employees.

The presented diploma thesis summarizes development of well-being and socioeconomic status conceptions by analyzing accesible vocational literature. The theoretical part is mainly focused on well-being and socioeconomic status (SES) in context and on searching for satisfactory explanation of relationship of those two variables. The attention in empirical part is devoted to examination the dependancy relationship between well-being and SES. We use Satisfaction with life scale (Diener et al., 1985) and The Ryff's scales of psychological well-being (Ryff, 1989) for measuring well-being. Socioeconomic status is deduced from income, education and occupational prestige. The existence of the dependancy relationship between income and well-being measured by RPWB was proven in our research sample (includes 213 respondents). The statistically significant differences between well-being (SWLS) were measured within group of people with elementary and high school education; and further within group of people with the lowest and highest income. However the relationship is sophistically structured and variety of dependent conditions is used rather than simple positive correlation. Key words: well-being, socioeconomic status, life satisfaction, happiness, income, education, occupational prestige

Cette recherche vise à identifier les principaux facteurs susceptibles de motiver les consommateurs à acheter les marques de contrefaçons. Cette recherche adopte une combinaison de données qualitatives (des entretiens en profondeur) et quantitatives (une enquête par questionnaire) pour examiner la perception des consommateurs quant à l’utilisation des marques contrefaites. Notre modèle conceptuel comprend cinq variables explicatives (par exemple, la congruence avec le concept de soi, la perception de marques globales et locales, la propension à l'éthique, la volonté à prendre des risques sociaux). Ces variables explicatives prédisent l'attitude envers les marques contrefaites et leur intention d’achat. L'ethnocentrisme des consommateurs a été proposée comme un modérateur sur la relation entre la perception de marques globales et l’attitude envers les marques contrefaites et l’orientation collectiviste / individualiste joue un rôle modérateur sur la relation entre la volonté de prendre des risques sociaux et l'attitude envers les marques contrefaites. Ce modèle a été bâti dans le cadre du comportement des consommateurs de marques contrefaites dans les pays en développement ou les contrefaçons sont produites et très accessibles et dans lesquels la lutte contre la contrefaçon est extrêmement faible.Les résultats obtenus grâce à la modélisation d'équations structurelles montrent que la congruence avec le concept de soi, la perception de marques globales et la volonté de prendre des risques sociaux influence positivement les attitudes des consommateurs envers les marques contrefaites. La propension à l'éthique a une influence négative sur les attitudes. La perception des consommateurs sur les marques locales n'a pas un effet significatif sur leurs attitudes. Nous constatons que la relation entre la perception du consommateur sur les marques globales et l’attitude envers les marques contrefaites devient plus forte pour les consommateurs faiblement ethnocentriques et vice versa. Contrairement à nos attentes, la relation entre les consommateurs ayant la volonté à prendre des risques sociaux et leurs attitudes envers les marques contrefaites devient plus faible pour les consommateurs collectivistes. Ces résultats permettent d'enrichir la littérature relative à la marque et fournir des recommandations utiles aux praticiens afin de mieux lutter contre la contrefaçon / Counterfeiting impacts upon all industries and economies and is a global phenomenon rapidly increasing worldwide. The thesis focuses on the non-deceptive counterfeit brands which resemble the genuine brands but are typically of lower quality in terms of performance and reliability. The pervasiveness of counterfeit brands’ manufacturing, their wide and easy availability makes it crucial to deal with their ever-increasing demand because of its importance in the context of consumers’ choice processes. The thesis explores the problem of counterfeit brands from a consumers’ perspective. The current research investigates the increase in the sales of counterfeit brands especially in developing countries, since the production, purchase and consumption of counterfeit brands are the disreputable attributes of Southeast Asian consumers; the research also attempts to identify the major factors motivating them to purchase these brands. Following an initial literature review of the counterfeiting phenomenon and marketing, the thesis details an empirical investigation. To achieve this purpose, the present research adopts a combination of qualitative (in-depth interviews) and quantitative (field-survey) research to examine the respondents in terms of how they view their own and other consumers’ use of counterfeit brands. In the proposed research model consumers’ self-congruity (SC), their perception about global brands (PGB)/about local brands (PLB), proneness to ethics (PE) and readiness to take social risk (RSR) have been identified as the predictors forming consumers’ attitude toward counterfeit brands (ACB) leading to their purchase intention (PI). Further consumers’ ethnocentrism plays its role as a moderator on the relationship between their perception about global brands and attitude toward counterfeit brands; similarly their collectivistic/individualistic orientation moderates the relationship between their readiness to take social risk and attitude toward counterfeit brands. Structural equation modeling has been used to measure the psychometric properties of the scale and to test the proposed hypotheses. The results show that consumers’ self-congruity, their perception about global brands and readiness to take social risk positively, whereas their proneness to ethics negatively influence their attitude toward counterfeit brands. Consumers’ perception about local brands is found to have no significant effect on their attitude toward counterfeit brands. Concerning the moderating variables it is found that the relationship between consumers’ perception about global brands and attitude toward counterfeit brands is stronger for low ethnocentric consumers and vice versa; further, contrary to our expectation, the relationship between consumers’ readiness to take social risk and attitude toward counterfeit brands was weaker for consumers having more collectivistic orientation. The research contributes a comprehensive understanding of the determinants of consumers’ choice process in a more complex context, i.e. where the markets abound in counterfeit brands, this will enrich the branding literature. The worldwide substantial growth of counterfeit brands has aroused concern and interest among the academic researchers and policy-makers. For the academicians and the managers’ understanding of illicit consumption activities, the research presents the implications. These highlight the factors that affect consumers’ proneness to counterfeit brands for the practitioners. For the academicians, they show that brand influence should not be ignored in exploring consumer behavior in the context of counterfeit brands

Made available in DSpace on 2016-03-15T19:46:56Z (GMT). No. of bitstreams: 1 Adriano Lustro.pdf: 626753 bytes, checksum: b3007853dc97c920cffdce8e30d4427d (MD5) Previous issue date: 2010-02-22 / This work makes an aesthetic and social reflection of the work of art and its aspects by means of the study of the adaptation of the book Lavoura Arcaica for the cinema. Its main proposals are: to study the mechanisms of transposition of a language for another one, thinking about the hierarchies of artistic prestige that these possess, the symbolic and aesthetic values that if revert in social and marketing values e, still, until point valued literary texts critically for the tradition can transmit values to other ways and languages, as the cinema and the television, through its adaptations. One also argues which the limits to think about adaptations fiduciary offices to the text-source and as these attitudes can denote pretensions and validates on the part of the adapters. / Este trabalho faz uma reflexão da obra de arte e seus aspectos estéticos e sociais por meio do estudo da adaptação do livro Lavoura Arcaica para o cinema. Suas principais propostas são: estudar os mecanismos de transposição de uma linguagem para outra, pensando nas hierarquias de prestígio artístico que estas possuem, os valores simbólicos e estéticos que se revertem em valores sociais e mercadológicos e, ainda, até que ponto textos literários valorizados criticamente pela tradição podem transmitir valores a outros meios e linguagens, como o cinema e a televisão, através de suas adaptações. Discutem-se também quais os limites para se pensar em adaptações fiéis ao texto-fonte e como estas atitudes podem denotar pretensões e veleidades por parte dos adaptadores.

<p>On the annexation of Jämtland by Sweden in 1645, Danish clergymen were allowed to remain on condition that they officiated in the Swedish language.</p><p>This dissertation investigates the changes in the written language of one of these Danish clergymen and is based on the parish register kept by the Rev. Olof Bertilsson between 1636 and 1668. The premise for this study is that individual variations and alterations in written language do not occur arbitrarily, but display systematisation and express social consensus. The analytical basis for this approach is derived from Alexander Zheltukhin’s work on orthographic code theory and employs concepts used in sociolinguistics, but also borrows ideas from theories of mixed languages and second-language learning.</p><p>Between 1636 and 1646 Olof Bertilsson displays a highly stable orthographic code with few variations. Following his attendance at the Riksdag (the Swedish Parlament) in Stockholm in 1647, a distinct change is evident in his orthography. Changes occur quite early in the spelling of some place-names, personal names and important and frequent ecclesiastical terms.</p><p>A decisive factor in determining when and how change occurs is his access to examples of Swedish texts. In the last decade of his life, an influx of Swedish clergy, increased contacts with Swedish officials and help from young clergymen with a Swedish education, contribute to a predominance of Swedish forms in Olof Bertilsson’s individual orthographic code.</p>

The thesis identifies and discusses some fundamental changes that took place during the middle neolithic period in Sweden, with the introduction of the Boat Axe Culture. The possibility of intrepreting the Corded Ware Cultures by way of networks, identified through the regional designes of battle axes, are proposed. With the aid of a reconsideration of the typology of the Swedish boat axes, ethnographic examples of gift-exchanges, and a theoretical reappraisal of the implications of archaeological praxis for prehistorc life-worlds, new possibillities for interpreting the changing role of such prestige items as the boat-axes are presented. A new chronological scheme is also presented for the Swedish boat axes, with a tripartite division of the latter middle neolithic into MN BI-III. The value of the boat axe is further considered to be explicable only in terms of a prestige item, dependent on a system of exchange for its continual valuation. Central to this discussion is the relationship between value and exchange. Several regions within the Swedish Boat Axe Culture are identified, and the boat axes in two of these regions in the southern part of the Mälar valley are thoroughly examined. It is shown that during the cours of the Boat Axe period, the emphasis gradually changed from a regional to an intra-regional focus concerning the development of types and special designes of the boat axes. Identified similarities and dissimilarities of contemporary boat axes within and between regions are explained as a result of a parallel change in gift exchanges, from a regional focus to an intra-regional focus. An hierarchical ordering of the latter middle neolithic soceity is also identified, where only a portion of the boat-axes were selected as burial gifts. This development is chartered onto the broader neolithic development in Sweden, with special focus on the role of prestige items such as battle axes. A fundamental change is identified as taking place during the Boat Axe period, when the full implications of a prestige economy were implemented and the major strategies for power settled on the inter-regional level.