Afrikaans and Dutch, German and French

Permanent URI for this community

http://hdl.handle.net/11660/115

Browse

Browsing Afrikaans and Dutch, German and French by Subject "Advertising"

Now showing 1 - 2 of 2
  • Thumbnail Image
    ItemOpen Access
    'n Diskoersanalitiese ondersoek na die aard van Afrikaanse en Engelse radio-advertensies in reklamekompetisies
    (University of the Free State, 2009) Bertram, Mariska; Van Niekerk, Angelique
    English: A discourse analytical investigation is done into the nature of Afrikaans and English radio advertisements in advertisement competitions, namely, The Loerie Awards (English and Afrikaans) and the Pendoring Awards (2005, 2006) with the focus on the following research question: In what way can a discourse analytical investigation into the recursive language patterns found in radio advertisements contribute to the establishment of workable guidelines in order to write credible radio copy? The following goals were set on the basis of the above research question: A) Which language (e.g. dialogue and code-switching) and language-related strategies (e.g. humour and intertextuality) characterise Afrikaans and English radio copy? Advertising and communication do not occur in a socio-economic vacuum, and the fact that advertisements communicate with real people via real characters or spokespersons in a given socio-economic context, would make it possible to draw conclusions about the socioeconomic world as illustrated by radio advertisements from the selected competitions. This brings me to my second goal: B) What image does South African radio advertisements sketch about the socioeconomic world, given the marketing message in every advertisement? Given goal A was there a clear distinction made between the terms ‘language characteristics’ and ‘language related characteristics’. The distinction is to a great extent based on Van Jaarsveld’s (1987:204) distinction between the linguistic and the communicative assumptions as prerequisite for successful communication. Carstens’ (1997:105) distinction between constitutive and regulative principles for textuality according to me further justify the necessity of the distinction made. The former create and define the form of language behaviour what is to be known as textual communication. That implies that certain rules must be performed to determine the textuality of a text. The second principle control existing forms of behaviour and has as premise that this behaviour will still occur even if there do not exist clear rules for them. These assumptions and principles are being discussed in detail in chapters four and five that contain the language and language related characteristics. In the literature study an overview is given of the communication process, marketing, integrated marketing communications, advertising and the advertisement process. Here an overview is given of the nature of radio as advertisement medium, as well as of the functions of radio as medium, radio programming, the creative brief, the creative brief and the selling idea, positioning and message strategies. The focus then shifts to advertising and specifically radio advertising. Next, the data itself and the analysis of each advertisement are discussed. Here the Pendoring Toekennings and The Loerie Awards radio prize winners of 2005 / 2006 were used. Descriptions are given of the inventory variables (humour, intertextuality, codeswitching, and so forth) which were used to analyse the data. Each advertisement is analysed in terms of language and language-related characteristics, and concludes with the marketing message of each advertisement. The analyses of the data is consistent with the didactic-academic goal, namely, to compose guidelines for the writing of creative radio copy, which will be included in the conclusion. The following language characteristics are discussed as a whole in terms of their realisation in the data: Dialogue characteristics (address forms, turn-taking, hesitations, rude language use, lexicon, interruptions, cyclic nature of time, slang, tone of voice, pronunciation, exclamations, assimilation), repetition, code-switching, code mixing, rhyme and language play. According to the language-related characteristics – shared knowledge, historic time happenings, humour, intertextuality, irony, auditive nature (which consists of background sound and music), controversy and stereotypes – and the marketing message from the data as a whole, the image of the South African society can be expressed. The image from the data can be summarised as follows: South Africans presently live in an era where politics exercises great influence and is realised in contemporary radio advertisements. The biggest part of the dataset holds a connection with political changes which influence the society. It can, for example, be seen in the name changing of cities and the apartheid museum which was built. At the same time Afrikaans speakers fight for their language to survive – art festivals for example the KKNK are held, not only for entertainment, but also to promote Afrikaans.
  • Thumbnail Image
    ItemOpen Access
    Die vormlike vergestalting van konsepte binne advertensiekommunikasie
    (University of the Free State, 2013-06) Lubbe, Elmarie; Van Niekerk, A.; Bosman, N.
    English: Advertising communication has a unique character and different techniques are used to draw the consumer's attention. The way in which the message is communicated in the advertisement often contributes to the impact of the advertising message. In this study the focus was specifically on the ways in which advertising language communicates creatively. Furthermore, the manner in which visual signs echo the linguistic signs and contributes to the construction of the marketing message is also observed. Figurative language and semiotic signs are some of the mechanisms copywriters use to draw the consumer's attention. Literature that focuses on the linguistic and visual analysis of advertising communication is limited. A variety of definitions for figurative language exist in the literature, since different authors have different perspectives given a particular data set and time frame. In this study creative signs used in advertising (e.g. language play, rhetorical figures and semiotic signs) in order to increase the impact of the advertisement, are studied from a Cognitive Semantic and linguistic perspective A qualitative investigation was launched in order to describe the character of the manifestation of concepts in advertising communication. Based on the primary objective of the study, to give an overview of the manifestation of creative concepts in South African print advertising communication, the secondary objectives were identified. These objectives were to explain the definition and nature of terms such as language play (idiomatic expressions, personification, and wordplay), rhetorical figures of speech (comparisons, analogies and metaphor) and semiotic signs (indexes, icons and symbols). South African print advertisements were used as data set. A further objective was to obtain an overview of the gains and risks in the use of these attention drawing mechanisms in the interest of training linguistics and copywriting students. In this study two main categories were identified, namely figurative language and semiotic signs. Figurative language were divided into two categories, namely language play and rhetorical figures. The category, language play, focuses specifically on the artistic nature or rather “creative decoration” of advertisements. Idiomatic expressions (when the cat’s away, the mice will play), personification (“Your pepper will be so jealous”) and wordplay (the Afrikaans word “leer” can refer to the ladder you climb, as well as the leather a shoe is made of) are identified as three forms in language play. Rhetorical figures were identified as second category within figurative language. Rhetorical figures of speech include: similes (he is as slow as a tortoise), analogies (an analogy between the organ, a kidney, and a coffee filter) and metaphors (metaphor between coffee and perfume's durability and aroma). The second main category distinguished in this study is semiotic signs. Semiotic signs were divided into indexes (smoke indicating a fire), icons (a passport full of stamps, indicating a real passport) and symbols (an apple as a symbol of seduction). Based on the literature study and the data set, it is clear that creative signs used in advertising communication contribute to keeping the reader's attention longer. Creative signs are often an intellectual game to be unravelled by the reader, in order to identify the intended marketing message. Furthermore, more than one message is often communicated through the use of creative language and visual signs, thus giving the copywriter the ability to say more with less (words and images). From this study, it is clear that the use of figurative language and semiotic signs should ideally focus on the brand name, marketing message or characteristic of the product to actually be relevant to the marketing message; otherwise it remains just a useless decoration in the advertisement.