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This thesis studies the style of contemporary advertisement and advertising texts published on the internet. The theoretical part is focused on theory and function of advertisement. It describes the specifics of each type of advertising and proposes several classification options. It also presents the dynamic internet environment with typical features. The last section of the theoretical part is devoted to the language and style of advertising texts and the commonly used linguistic aspects and stylistic devices. The practical part deals with examples of real contemporary advertisements published on the internet; the texts are analyzed to find answers to three research questions. The first concerns features which ads use to engage recipient's interest. The output is a table containing an overview of all identified features and their frequency according to the form of advertising. The second research question focuses on persuasive means that advertisements use according to their function. The third part is devoted to linguistic and stylistic features typical for certain target groups. Results of the analysis and the success evaluation are summarized at the end of the thesis. Keywords: advertising text, language of advertisements, style of advertisements, advertisement on the internet, contemporary...

Gender representation is a frequently addressed field within media and communication studies in general and in the subject of TV advertising in particular. Previous research mainly focused on the detection of commonly exploited stereotypes that are used to portray women and men respectively. Much emphasize has been placed on the relationship between the sexes regarding social roles and professions, embedded in a cultural and ideological context. The purpose of this scientific work however is to examine how the construction of gender stereotypes in media takes place, which practices are used to connote meaning. Using a qualitative method, namely a visual discourse analysis, the aim of the study is to unveil subtle but also obvious symbols and characteristics that are used to represent feminine and masculine traits respectively in order to expand the current body of research. This proceeding marks an approach to have a closer look at the social interaction of females and males in TV advertisements in order to get an insight in the allocation of power and subsequently, social roles. Four TV advertisements are used as objects of investigation. As a theoretical fundament, the gender theories of sexism, masculinism and feminism are introduced. The findings suggest that the representation of women and men still follows strong patterns of stereotyping, not just on the level of role allocation but also on a behavioral level. However, the study comes to the conclusion that an asymmetric treatment of the sexes is not necessarily the result of gender stereotyping; in the case, both sexes are stereotyped similarly, not depicting either men or women dominating their counterparts in a global context.

<p>ABSTRACT</p><p>Title: The defend of the picture – a comparison of recruitment advertisements from the Swedish Armed Forces / Bilden av försvaret– en jämförande studie av Försvarsmaktens rekryteringsannonser</p><p>Number of pages: 35</p><p>Author: Greta Simonsson</p><p>Tutor: Mats Lind</p><p>Course: Media and Communication Studies C</p><p>Period: Autumn Semester 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Aim: Do the messages in the recruitment advertisements from the Swedish Armed Forces differ between such advertisements produced in the “defense against invasion” era and those produced in the present, more internationally oriented era, when analyzed using semiotics? And, how are these advertisements understood by their receivers?</p><p>Material and method: Interviews, a focus group and semiotic analysis.</p><p>Main results: The messages in the recruitment advertisements have changed. In line with the changed focus of the Swedish Armed Forces to more international cooperation and missions, the present day advertisements do indeed have a more international and aggressive focus.</p><p>Keywords: Swedish Armed Forces, information, recruitment, advertisements, semeiotics.</p>

The use of online personalized advertisements has drawn attention among firms, in efforts of acquiring and maintaining competitive advantage. By collecting individual consumer information, firms are able to personalize advertisements to specific individuals in online contexts. The collection and use of individuals’ personal information have given rise to privacy concerns among consumers. However, contemporary research displays disparate conclusions regarding the extent to which these privacy concerns influence the effectiveness of online personalized advertisements. In order to provide insights regarding this discrepancy, this study explored the theoretical foundations of consumer perceived benefits and risks, upon which contemporary research was based. Two focus groups were conducted to explore how consumers perceive benefits and risks of online personalized advertisements. Using pattern matching, the interpretation of the empirically gathered material implied that consumer perceived benefits, in form of perceived relevance, appears to be insufficient in appealing to the interests and preferences of consumers. Instead, consumers’ perceptions of relevance appear to be dependent on several elements. Furthermore, the findings imply that consumers are aware of the risks through personal information disclosure, yet appear to be unconcerned by them. Instead, consumers seem to possess a sense of hopelessness in online environments, that attempts to restrict the availability of their personal information are pointless.

ABSTRACT This study compared selected commercial bank advertisements published in 1994 with those published in 2004.Its purpose was to establish whether advertising discourses found in these texts reflect the socio-political changes that occurred in South Africa between 1994 and 2004.It further sought to identify the features of the advertisements that appeared during these periods in order to determine if there have been any shifts in discourses during this time. This qualitative research relied heavily on Fairclough’s theory and method of Critical Discourse Analysis (CDA) for both its theoretical framework and data analysis. In the data analysis section, a need arose to employ some of the tools of semiotic analysis as provided by Kress and Van Leeuwen’s (1996) ‘grammar of visual analysis’ as well as a limited form of Thematic Content Analysis. Data analysis began with a thematic content analysis of all 36 advertisements collected for this study in order to gain a broader perspective of the range of themes covered by these advertisements. This was followed by a comparative detailed Critical Discourse Analysis of two representative pairs of advertisements from 1994 and 2004 to illustrate the behaviour of advertising discourses at these two distinctly different historical junctures. While the research has found some reproductions of discourses from the 1994 period in the 2004 advertisements, it has also revealed that there have been shifts in the discourses between 1994 and 2004.There is also evidence to suggest that in some instances the shifts have more to do with the ways in which the discourses are communicated rather than clear changes in the discourses as such. In the main, the study found that advertising discourses, because of their hybridism and social embeddedness, tend to mirror the sociopolitical context in which they are produced and distributed. As a result, they can be said to reflect the changes and challenges faced by society at the time of their production.

Made available in DSpace on 2016-04-28T19:34:49Z (GMT). No. of bitstreams: 1 Vera Lucia dos Santos.pdf: 1608905 bytes, checksum: 8f8ac58b113470ec86d3eb784bff5114 (MD5) Previous issue date: 2010-05-25 / Secretaria da Educação do Estado de São Paulo / This research aims are analyzing the intertextuality in advertisement. In order to accomplish this objective, we selected a corpus that consist of eight announcements published on Veja magazine between May/2007 and December/2008, and we proceeded the analyze based on studies about the text in socio cognitive and interactional perspective, under the vision of Beaugrande (1997), Costa Val (2002), Koch e Elias (2006), e Koch, Bentes e Cavalcante (2007); and the intertextuality according to Bakhtin (2000), Kristeva (1974), Maingueneau (1998), Koch, Bentes e Cavalcante (2007) and the propaganda code , as in Quesnel (1974), Lagneau (1974), Verón (1980), Carvalho (2000), Sandmann (2001), Iasbeck (2002), Sant Anna (2002), Vestergaard & Schroeder (2004) and Abreu (2005) studies. The results evidenced that the inter textuality in the advertisements appears in an explicit or implicit way, however, in both cases, the one who advertises hope that the reader/consumer identifies the intertext and realizes the effect sense caused by the re-textualising / Esta dissertação tem como objetivo analisar a intertextualidade em anúncios publicitários. A fim de dar conta desse objetivo, selecionamos um corpus composto por oito anúncios publicados na revista Veja no período de maio de 2007 a dezembro de 2008 e procedemos à analise fundamentada em estudos de Beaugrande (1997), Costa Val (2002), Koch e Elias (2006), e Koch, Bentes e Cavalcante (2007); a intertextualidade conforme Bakhtin (2000), Kristeva (1974), Maingueneau (1976), Koch, Bentes e Cavalcante (2007) e linguagem da propaganda como os estudos de Quesnel (1974), Lagneau (1974), Verón (1980), Carvalho (2000), Sandmann (2001), Iasbeck (2002), Sant Anna (2002), Vestergaard e Schroeder (2004) e Abreu (2005). Os resultados indicam que a intertextualidade no anúncio publicitário ocorre de forma explícita ou implícita, porém, em ambos os casos, aquele que anuncia espera que o leitor/consumidor produza o sentido do texto, levando em conta o intertexto

Made available in DSpace on 2016-04-26T18:16:34Z (GMT). No. of bitstreams: 1 Regiane Miranda de Oliveira Nakagawa.pdf: 2309907 bytes, checksum: e325b4db303d9158e0b9e7537426f60b (MD5) Previous issue date: 2007-10-24 / This study aims to establish the interaction that advertisements published on magazines have with other semiotic systems. Under this perspective, advertisement pieces are seen as cultural texts and, therefore, they have an informative function in the media environment, which does not restrict only to consume promotion. When we refer to advertisements as texts, we are giving them a very specific form of culture understanding, seen through the different modeling systems that it is made of. This point of view, developed by the Tartu-Moscow School scholars, emphasizes the possibility to observe cultural movement through a dialog between the codes and languages that distinguish the system. Based on analysis of published advertisements on nationwide distributed magazines, two analysis categories were established in this study. They are: concision and redesign. Concision is characterized by limiting elements that make up the text arrangement, whereas redesign starts from an existing original design based on some distinguishing aspects, and then new possibilities of use are presented. Redesign does not disconsider the memory of the already created space because a new configuration comes out from this project. In both cases, it is observed how a dialog with different modeling systems made the rhetoric feature, that distinguishes advertisements, undergo a deep reversion so that, instead of persuading to ratify belief in consume, the advertisements indicate the presence of rhetoric that aims, firstly, to entertain. The presence of this ludic feature, accompanied by the continuous increase of advertisement redesign sign arrangement complexity, explains how advertising may work as media, equally causing support and reviewed media redesign / Este trabalho visa delimitar a interação que os anúncios publicitários veiculados em revistas estabelecem com outros sistemas semióticos. Nessa perspectiva, as peças publicitárias são entendidas como textos culturais e, como tais, exercem uma função informativa no ambiente midiático que não se restringe à mera promoção do consumo. Quando nos referimos aos anúncios como textos, estamos aludindo a uma forma muito específica de entendimento da cultura, vista através dos diferentes sistemas modelizantes que a constituem. Esse ponto de vista, desenvolvido pelos teóricos da Escola de Tártu-Moscou, evidencia a possibilidade de observação do movimento da cultura por intermédio do diálogo estabelecido entre os códigos e as linguagens que distinguem os sistemas. Com base na análise de anúncios difundidos em revistas de grande circulação nacional, foram delineadas duas categorias de análise que direcionaram este estudo. São elas: a concisão e o redesenho. A concisão caracteriza-se pela economia dos elementos que compõem o arranjo textual. Por sua vez, o redesenho parte de um desenho já existente, original e, baseado em alguns aspectos que o distinguem, novas possibilidades de uso são apresentadas. O redesenho não abre mão da memória de um espaço já criado, pois é com base neste projeto que uma nova configuração surge. Em ambos os casos, nota-se como o diálogo com diferentes sistemas modelizantes fez com que o traço retórico que distingue os anúncios sofresse uma profunda reversão, de forma que em vez de persuadir para ratificar a crença no consumo, os anúncios indicam a presença de uma retórica que, antes de tudo, visa entreter. A presença deste traço lúdico, acompanhado pelo contínuo aumento de complexidade do arranjo sígnico do redesenho dos anúncios, explicita como a publicidade pode funcionar também como mídia, provocando igualmente o redesenho do suporte e da mídia revista

Thesis (M.A. (African Languages)) -- University of the North, 2001 / Refer to the document