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

Abstract not available. / Thesis (M.A.) - University of Natal, Durban, 1994.

Made available in DSpace on 2016-04-28T18:23:25Z (GMT). No. of bitstreams: 1 LAEL - Miriam Bacha Miranda Barbosa.pdf: 276143 bytes, checksum: 008df24f7b3ca01af2813f1a0bc3c8aa (MD5) Previous issue date: 2006-10-16 / This research aims to study the advertising slogan in its linguistic and communicative aspects in order to understand how and why it reaches the readers and remains in their memory making them easily identify the product that is being advertised. The slogan reminds us of an iceberg top, by the few words that comprise it, yet making it possible for the reader to retrieve a huge submerged universe, as it is the biggest part of that ice block. Cook (1992) says that what is not said in a discourse is what is the most important, because it reflects what people assume to be the truth and admit to be correct. This way, the role of the shared knowledge becomes particularly significant because many advertisements turn to intertextual references built from the writers /readers shared experiences. Cook (1992) says that current advertisements are less worried about listing the products objective properties than about connecting them with some other entity, effect, person, etc., in order to make it possible to fulfill the featureless product with the desired features. This relation between the fictional world characters and the addressee is based on the assumption that there is enough shared knowledge to establish a feeling of intimacy, trust and informality. Downing (2003) says that the advertising discourse, by means of linguistic choices and context features - important factors in the determination of specific relations between addresser and addressee - can create an illusory world in which made up necessities can be originated. In this way, Sperber & Wilson (1986) say that implicatures perform an important role in advertising language. They can be defined as contextual assumptions that the speaker/writer hopes the receiver fulfills. This study has analyzed slogans which, in their great majority (70% of the total), were awarded the Top of Mind 2005 because they were able to achieve a high level of recall by consumers. The methodology we used in this analysis was the Systemic Functional Linguistics, developed by Halliday (1994; 2004). The data analysis was done including the ideational and interpersonal metafunctions from Halliday (1994) and the enacted and projected roles from Thompson & Thetela (1995). / Esta pesquisa propõe-se a estudar o slogan publicitário nos seus aspectos lingüísticos e comunicacionais para entender como e por que ele atinge o leitor e fica gravado em sua memória, fazendo-o identificar rapidamente o produto que anuncia. O slogan lembra a ponta de um iceberg, pelas poucas palavras de que é constituído, mas que possibilita ao leitor a recuperação de um vasto universo, submerso, como o é a maior parte daquele bloco de gelo. Cook (1992) diz que o não dito no discurso é o que mais importa, porque reflete o que as pessoas tomam por verdadeiro e admitem ser o certo. Neste sentido, o papel do conhecimento compartilhado torna-se particularmente significativo, já que muitas propagandas recorrem a referências intertextuais que constroem a partir das experiências compartilhadas dos interlocutores. Para Cook (1992), as propagandas atualmente estão menos preocupadas com a listagem de propriedades objetivas dos produtos do que com a sua ligação com entidades, efeitos, pessoas, etc., que possibilitem preencher o produto sem-características com as qualidades desejadas. Essa relação entre as personagens do mundo ficcional e o destinatário é baseada na pressuposição de que existe uma quantidade suficiente de conhecimento compartilhado para determinar um sentimento de imediatismo, confiança, informalidade e intimidade. Downing (2003) afirma que o discurso publicitário, através de escolhas lingüísticas e características de contexto, fatores considerados importantíssimos na determinação de relações específicas entre emissor e receptor, consegue criar um mundo ilusório em que necessidades fictícias podem ser originadas. Nesse sentido, para Sperber & Wilson (1986), as implicaturas desempenham um papel importante na linguagem da propaganda. Elas podem ser definidas como pressuposições contextuais que o falante desejoso de uma grande relevância espera que o ouvinte preencha. Neste trabalho foram analisados slogans que, na sua maioria (70% do total), receberam o prêmio Top of Mind de 2005, por terem alcançado um alto grau de memorização pelos consumidores. A metodologia utilizada para esta análise foi a lingüística sistêmico-funcional, desenvolvida por Halliday (1994; 2004). A análise dos dados foi feita incluindo as metafunções ideacional e interpessoal de Halliday (1994) e os papéis desempenhados e atribuídos de Thompson & Thetela (1995).

Made available in DSpace on 2016-04-26T18:15:17Z (GMT). No. of bitstreams: 1 MARIA ODETE GALBIATTI.pdf: 618970 bytes, checksum: 4a391e063a35cf7dd113bb4859cae4f0 (MD5) Previous issue date: 2006-03-10 / This paper aims on thinking over the slogan power of Globo TV network, considering a semiotics perspective and also the psychoanalytical listening. The purpose is to show that TV works as an alienating discourse in constructing the experience of the psycho reality replacing the living actions with the passive contemplation of images. Thus entailing a whole lifestyle towed by the market as well as by an esthetic pattern orchestrated by the communication technology. Through a semiotic view the TV and the public mix themselves up because when in front of the TV set we are captured by images which dominate the appearance of our body, our ego, our imagination. Such images which multiply infinitely make us lose our sight of the esthetic value of life. The message from TV determines the social ideals and heads the audience wishes. Excessive TV however swells the imaginary and it may be viewed as a cultural symptom. / Este estudo visa refletir sobre o poder dos slogans da Rede Globo, lidos segundo uma perspectiva semiótica, e escutados psicanaliticamente. O objetivo é mostrar que a televisão funciona como um discurso alienante na construção da experiência da realidade psíquica, substituindo o vivido pela contemplação passiva de imagens; implicando todo um estilo de vida, a reboque do mercado e da estetização orquestrada pela tecnologia comunicacional. Semioticamente, a televisão e o público terminam confundindo-se, pois na frente dela, estamos capturados por imagens que dominam a aparência do nosso corpo, nosso Eu, nossa imaginação; multiplicando-se infinitamente, essas imagens nos fazem perder de vista o valor estético da vida. Sua mensagem determina os ideais sociais, e norteia os desejos da audiência. Seus excessos, porém, inflacionam o imaginário, e isto pode ser lido como um sintoma da cultura.

2015年的今日是一個充斥著各種媒體的社會，我們每天都會接觸到形形色色的廣告標語。根據前人之研究，廣告標語是一項普遍且相當有效的行銷技術。企業打廣告的最終目的無非是提高銷售量，而之前的研究探討廣告標語對購買意願影響者較少，也較少針對廣告標語進行分類後來探討其效果。故本研究使用理性與感性兩大類、共16種不同策略訴求之廣告 標語作為探討主題，以問卷調查方式來研究其對產品態度及購買意願二種廣告效果之影響，並以產品涉入程度(高/低)作為調節變數。 本研究使用「汽車」作為高涉入產品，「罐裝咖啡」作為低涉入產品來進行平面廣告的實驗，實驗對象為政治大學的大學生、研究生，以及PTT論壇上e-Shopping版的版友，共回收1,002份有效問卷，根據本研究之分析結果，可以得到以下發現： 一、 使用廣告標語的廣告文案可以增加消費者的購買意願。 二、 廣告標語的理性程度越高，消費者會形成更佳的產品態度及購買意願。 三、 產品態度與購買意願兩變數間存在顯著正向關係。 四、 產品態度在廣告標語理性程度與購買意願間具有部分中介效果。 五、 產品涉入程度在廣告標語理性程度與產品態度及購買意願間不具調節效果。 六、 在高涉入產品中，使用「類別訴求標語」、「理念形象訴求標語」、「功效訴求標語」能使消費者有較佳的產品態度及購買意願。 七、 在低涉入產品中，使用「理念形象訴求標語」、「類別訴求標語」能使消費者有較佳的產品態度及購買意願。 根據本研究之結果，廣告標語在行銷上擔任了非常重要的地位，且廣告標語越為理性消費者的反應也越好。因此建議行銷或廣告從業人員在設計廣告標語時，可以先往理性這個大方向著手，再搭配適當訴求策略的廣告標語，以達到最佳的廣告效果。 / It is now a society with plenty of medias, and everyday there are many kinds of advertising slogans showing up in front of our eyes. According to previous studies, advertising slogan itself is one of very common and effective marketing techniques. The most important purpose for companies to launch an advertisement is to increase the sales of their products or services. However, few studies have discussed the relation between advertising slogan and purchase intention or sorting advertising slogans by different appeals. Therefore, this study used rational and emotional advertising slogans (with 16 different types of appeals in total), and add product involvement as moderator, to discuss their influence on attitude toward product and purchase intention. This study used car as high-involvement product and canned coffee as low-involvement product to conduct an advertisement experiment. 1,002 people from the students of NCCU and the users of “e-Shopping” online fourm on PTT participated in the experiment. The several findings include: 1. Using advertising slogans in an advertising copy can increase purchase intention. 2. Rational advertising slogans led to better attitude toward product and purchase intention. 3. There is a positive relation between attitude toward product and purchase intention. 4. Attitude toward product has a partial mediator effect between the rational level of slogan and purchase intention. 5. Product involvement does not have moderator effect between the rational level of slogan and attitude toward product (purchase intention). 6. In high-involvement product, the “category appeal slogans”, “ideal and image slogans” and “function slogans” led to a better attitude toward product and purchase intention. 7. In low-involvement product, the “category appeal slogans” and “ideal and image slogans” led to a better attitude toward product and purchase intention. According to the findings, slogan is an important marketing technique. The more rational a slogan is, the better reaction a consumer has. People who work as marketing or advertising staffs can take this result into consideration when they are designing the slogans of their products or services to get the better advertising effectiveness.

Šio magistro darbo tikslas - išanalizuoti, kokios kalbinės poveikio priemonės dominuoja lietuvių ir britų kultūrose ir kaip reklaminiuose šūkiuose atskleidžiami nacionaliniai lietuvių ir britų būdo bruožai. Lietuviškų ir britiškų reklaminių šūkių kalbinių poveikio priemonių ir nacionalinio lietuvių ir britų charakterio atspindžio analizei reklaminiuose šūkiuose atlikti buvo surinkti 105 lietuviški ir 95 britiški reklaminiai šūkiai. Tyrimas atliktas naudojant kokybinį, kiekybinį ir gretinamąjį metodus, remiantis reklamos teorija, retorinėmis poveikio priemonėmis ir lietuvių ir britų kultūrų skirtumais, atsižvelgiant į nacionalinį tautų charakterį. Tyrimo rezultatai atskleidžia, kad lietuviai fonetinių, leksinių ir sintaksinių stiliaus figūrų reklaminiuose šūkiuose vartoja kur kas gausiau nei britai ir nevengia viename reklaminiame šūkyje pavartoti kelių skirtingų stiliaus figūrų. Reklaminiuose šūkiuose lietuviai akcentuoja tautiškumą, meilę gamtai, šeimą, sveikatą ir meilę maistui, o britai – tautiškumą, meilę gamtai, sveiką gyvenimo būdą, maistą ir pagarbą tradicijoms. / The aim of the present paper was to analyze the dominant linguistic power means in the Lithuanian and British slogans and to determine how the Lithuanian and British national character is reflected in slogans. To reveal the main differences and similarities of the linguistic power means in the Lithuanian and British slogans 105 Lithuanian and 95 British slogans were collected. All the slogans were analzysed phonetically, lexically and syntactically. To carry out the research qualitative, quantitative and the contrastive analysis methods were used. The research was based on the advertising theory, rethorical power means and the theory of the Lithuanian and British national character.The research revealed that Lithuanians use much more phonetical, lexical and syntactical means in slogans than the British and they do not avoid to use a few different stylistic means in a slogan. Furthermore, Lithuanians are inclined to advertise nationality, love to nature, family, health and love to food and the British tend to advertise nationality, love to nature, healthy lifestyle, food and respect to traditions.

The thesis deals with elderly people as voters and their attitudes towards slogans about social security. It examines electoral behaviour and preferences of elderly people and the influence od age on their voting decisions. Part of the thesis is devoted to the slogans od political parties, which are an important part of the campaigns and provides an comparison of election programes of parties in context of social security. The aim of the empirical work was to ascertain the views and attitudes of elderly people to particular slogans about social securities used in election campaign to the Chamber of Deputies in 2010.

Slogans can be attributed as a way in which to communicate a brand's message to its key consumer. An effectively established brand amongst targeted consumers can in turn generate profitability and ever further promote the brand. The purpose of this paper was to investigate the effectiveness of advertisements that employ vague or precise cosmetic product brand slogans among both male and female consumers. Ultimately, the end goal of marketing is to make a sale. Additionally, the purpose of this study was to determine whether or not the length of a slogan is an influential factor on the participant's motivation to purchase a cosmetic or skincare product. Data was collected through the use of survey in an online social media format, in order to test the effectiveness of different lengths of slogans for slogan recall, brand recall, brand awareness and purchase intention. Prior research and hypotheses were used to predict the concept that shorter more concise or precise slogans in this study would heighten the levels of all measured variables in the study, slogan recall, brand recall, brand awareness and purchase intention. The results of this paper conclude overall vague slogans have the potential to reach higher levels of slogan recall ability , brand recall and the intent to purchase, on the contrary shorter more precise slogans affect brand awareness at a greater level than the lengthier slogans.

In this thesis we deal with pragmatic aspects of language, specifically studying the classification of speech acts and conversational implicature. The theoretical part is concerned with the work of J. L. Austin, J. R. Searle and M. Grepl with an emphasis on differences in the classification of illocutionary acts. Then we deal with the maxim of politeness and pleasantries types according to P. Brown and S. C. Lewinson. In the practical part using analysis of advertising headlines and slogans we are trying to demonstrate the functionality of the classification of speech acts by individual authors. We try to also confirm the performative nature of these statements also implicitly expressed performative verbs. We are interested in the presence of the maxims of politeness in these texts and the consequent shift between different types of courtesy. The aim is to highlight the issue of classification of illocutionary acts and try to outline improvements to this shift. The assumption is that, although the classification struggling with inaccuracies, we thereunder able to distinguish different types of repetitive speeches. To complement these findings, we want to prove performative character of advertising texts, even assuming that there will be implicitly expressed performative verb and the presence of...

Работа посвящена осуществлению комплексного аксиологического и сравнительного анализа русской, английской и китайской видеорекламы автомобильных брендов. Объектом исследования является коммерческая видеореклама автомобилей на русском, английском и китайском языках, предметом – аксиологические, лексико-стилистические и грамматические особенности поликодовых текстов на русском, английском и китайском языках в сфере автомобильной индустрии. Цель исследования заключается в выявлении языковых средств и приемов, которые используются для передачи аксиологических особенностей в видеорекламах автомобильных брендов на русском, английском и китайском языках. Материал исследования составили 513 видеореклам со слоганами (173 на русском языке, 187 на английском, 153 на китайском).Анализ показал, что лексико-стилистические, аксиологические и грамматические особенности видеореклам автомобильных брендов на трех языках имеют значительные отличия, так как каждый язык обладает своими уникальными лексическими единицами, ценностями и грамматическими структурами. Поэтому автомобильным брендам стоит адаптировать слоганы и видеоролики под каждую из целевых аудиторий. Для этого компаниям важно учитывать не только национально-культурные особенности, но и использовать привычные для потенциальных покупателей языковые средства и структуры предложений, а также выстраивать коммуникацию на родном для потребителей языке. Для успешности и эффективности рекламного сообщения автомобильным брендам необходимо учитывать ценности целевой аудитории, а также использовать в слоганах привычные для потребителей языковые формы и структуры. / The study is focused on the implementation of a comprehensive axiological and comparative analysis of the Russian, English and Chinese video advertising of car brands. The object of the study is commercial video advertising of cars in Russian, English and Chinese languages, the subject is axiological, lexico-stylistic and grammatical features of polycoded texts in the Russian, English and Chinese languages in the automotive industry. The aim of the study is to identify the linguistic means and techniques used to convey axiological features in video advertising of car brands in Russian, English and Chinese. The research material includes 513 videos with slogans (173 in Russian, 187 in English, 153 in Chinese).The analysis showed that lexico-stylistic, axiological and grammatical features of car brand video advertising in three languages have significant differences, as each language has its own unique lexical units, values and grammatical structures. Therefore, automotive brands should tailor slogans and videos to each of their target audiences. For this purpose, it is important for companies to consider not only national and cultural specifics, but also to use language tools and sentence structures that are familiar to the potential customers. Thus, for advertising messages to be successful and effective, car brands need to consider the values of the audience and use language forms and structures familiar to the consumers in their slogans.