Search results for: advertising discourse
1220 Metaphors in Egyptian News Headlines in Relation to the Egyptian Political Situation 2012-2013
Authors: Wesam Mohamed Abdel Khalek Ibrahim
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This paper examines the use of metaphors in Arabic political news discourse, focusing particularly on the headlines of the news articles relating to the Egyptian political situation in the period from June 2012 to October 2013. Metaphors are skilfully manipulated in the headlines to influence the public stance towards several events and entities including Egypt, Muslim Brotherhood (MB), Morsi, the June 30th uprising, Al-Sisi and the Armed Forces. The findings reveal that Arabic political news discourse shares basic features with its English counterpart, namely the use of metaphors as persuasive strategies and the presence of certain target domains. Insights gained from this study feed back into the conceptual metaphor theory by providing further evidence to the universality of metaphors.Keywords: conceptual metaphor theory, political discourse, news discourse, Egyptian political situation
Procedia PDF Downloads 5001219 Harnessing the Power of Loss: On the Discriminatory Dynamic of Non-Emancipatory Organization Identity
Authors: Rickard Grassman
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In this paper, Lacanian theory will be used to illustrate the way discourses interact with the material by way of reifying antagonisms to shape our sense of identities in and around organizations. The ability to ‘sustain the loss’ is, in this view, the common structure here discerned in the very texture of a discourse, which reifies ‘lack’ as an ontological condition into something contingently absent (loss) that the subject hopes to overcome (desire). These fundamental human tendencies of identification are illustrated in the paper by examples drawn from history, cinema, and literature. Turning to a select sample of empirical accounts from a management consultancy firm, it is argued that this ‘sustaining the loss’ operates in discourse to enact identification in an organizational context.Keywords: Lacan, identification, discourse, desire, loss
Procedia PDF Downloads 901218 Power, Values, Rules and Leader Decision Making: A Discourse Perspective
Authors: Cathryn Robinson, Bernard McKenna, David Rooney
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This paper argues that the application of values-based leadership increasingly challenges leaders in rules-based organisations, particularly in bureaucratic organisations such as the military, public service, police, and emergency services. Leaders are grappling to reconcile how to enact values-based leadership and decision-making when they are bound by rules, policies, and procedures. This interpretive study used a multi-faceted vignette (critical incident) as the basis of an interview with air force officers at three levels: executive, senior, and junior. In this way, practice is forced to intersect with discourse. The findings revealed a shared set of discourse themes (legal; rules; safety and risk; operational practice/theatre discourses), but also clear dialectical tensions. These tensions were evident in executive officers and senior leaders emphasizing rules and information themes, whereas junior officers emphasized decision making, collateral, and situation. These findings reveal discourse and practice incommensurability that could have grave implications in the conduct of war.Keywords: critical incident, discourse analysis, rules-based, values-based
Procedia PDF Downloads 1731217 Blue Eyes and Blonde Hair in Mass Media: A News Discourse Analysis of Western Media on the News Coverage of Ukraine
Authors: Zahra Mehrabbeygi
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This research is opted to analyze and survey discourse variety and news image-making in western media regarding the news coverage of the Russian army intrusion into Ukraine. This research will be done on the news coverage of Ukraine in a period from February 2022 to May 2022 in five western media, "BBC, CBS, NBC, Al Jazeera, and Telegraph." This research attempts to discover some facts about the news policies of the five western news agencies during the circumstances of the Ukraine-Russia war. Critical theories in the news, such as Framing, Media Imperialism of News, Image Making, Discourse, and Ideology, were applied to achieve this goal. The research methodology uses Van Dijk's discourse exploration method based on discourse analysis. The research's statistical population is related to all the news about racial discrimination during the mentioned period. After a statistical population survey with Targeted Sampling, the researcher randomly selected ten news cases for exploration. The research findings show that the western media have similarities in their texts via lexical items, polarization, citations, persons, and institutions. The research findings also imply pre-suppositions, connotations, and components of consensus agreement and underlying predicates in the outset, middle, and end events. The reaction of some western media not only shows their bewilderment but also exposes their prejudices rooted in racism.Keywords: news discourse analysis, western media, racial discrimination, Ukraine-Russia war
Procedia PDF Downloads 911216 Strategic Orientation of Islamic Banks: A Review of Strategy Language
Authors: Imam Uddin, Imtiaz Ahmed Memon
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This paper analyzes the ideological contextuality of market oriented strategy language used by Industry leaders to envision the future of Islamic financial Institutions (IFIs) in the light of Wittgenstein language-games and Foucault’s power-discourse framework. The analysis infers that the explicit market orientation of strategy language and modern knowledge of finance now defines various concepts related of Islamic finance, let alone Islamic finance theory itself. Theorizing and practicing Islamic finance therefore under the dominant influence of modern strategy discourse and modern knowledge of finance has significant implications for developing an ethical and spiritual orientation of Islamic banks. The concerned academia and scholarship therefore need to review such trends and work around the possible degradation to the public image of IFIs and resulting disappointments of religiously inspired customers.Keywords: Islamic finance discourse, strategy discourse, language games, strategic intent, productive misunderstanding
Procedia PDF Downloads 3861215 Consumers’ Responses to Non-Traditional Marketing Communication Strategies for Advertising Herbal Products
Authors: Chioma Ifeoma Agbasimelo, Stephen Afam Kenechukwu
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The study examined consumers’ responses to non-traditional marketing communication strategies in advertising herbal products. The study identified the following non-traditional marketing communication strategies: (a) trado-instrumental marketing strategy, (b) trado-demonstrative marketing strategy, and (c) trado-iconographic marketing strategy. Anchored on the Black Box Theory, it adopted the survey design of three metropolises (Awka, Onitsha, and Nnewi) in Anambra State, Nigeria. Major findings indicated that among the identified strategies, the trado-instrumental marketing strategy is the most dominant strategy. Other strategies: (b) trado-demonstrative marketing strategy and (c) trado-iconographic marketing strategy are sparingly used in semi-urban cities. It also found that consumers’ preferences and adoption of non-traditional marketing communication were minimal. Based on the findings, there is a need to create a unified system of integration of both traditional and non-traditional marketing communication strategies due to technology interfaces.Keywords: advertising, consumers’ responses, herbal products, non-traditional marketing communication strategies
Procedia PDF Downloads 901214 The Discursive Representation of the Marxist Reality: A Comparative Analysis of the South Asian-Indian and African-American Writers
Authors: Wajid Hussain
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The paper draws upon the study of socioeconomic reality as associated with discursively manipulative strategies in the representative fictional works from the South Asian Indian and the Afro-American literature. The study determines the context to which power functions behind the discourse of the powerful social groups, investigates how the socially established identities, such as constituted by caste and race, serve the vested interests of these elites, and, finally, ascertains the reaction which this socioeconomic monopoly of the few incurs from the socioeconomically dominated majority of the society. The study examines this notion in the selected fictional works by applying the methodological theory of Dialectical Materialism, which is the philosophical foundation of Marxism, and the concept of Discourse and Manipulation, a perspective form of Critical Discourse Analysis. The study adds a new dimension to the existing literature in that it not only focuses on the tussle between the social classes as based on the socioeconomic disparity but also traces out the emergence of the individuals from the socioeconomically victimized groups. Besides, it studies this endless socioeconomic process, as based on class distinction, from the perspective of discourse as well.Keywords: dialectical materialism, discourse and manipulation, caste, race
Procedia PDF Downloads 1981213 China-Africa Diplomatic Discourse: Reconstructing the Principle of “Yi” as a Framework for Analyzing Sino-Africa Cooperation
Authors: Modestus Queen
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As we know, diplomatic languages carry the political ideology and cultural stance of the country. Knowing that China's diplomatic discourse is complicated and is heavily flavored with Chinese characteristics, one of the core goals of President Xi's administration is to properly tell the story of China. This cannot be done without proper translation or interpretation of major Chinese diplomatic concepts. Therefore, this research seeks to interpret the relevance of "Yi" as used in "Zhèngquè Yì Lì Guān". The author argues that it is not enough to translate a document but that it must be properly interpreted to portray it as political, economic, cultural and diplomatic relevant to the target audience, in this case, African people. The first finding in the current study indicates that literal translation is a bad strategy, especially in Chinese diplomatic discourses. The second finding indicates that "Yi" can be used as a framework to analyze Sino-Africa relations from economic, social and political perspectives, and the third finding indicates that "Yi" is the guiding principle of China's foreign policy towards Africa.Keywords: Yi, justice, China-Africa, interpretation, diplomatic discourse, discourse reconstruction
Procedia PDF Downloads 1261212 Television Commercial Ideation: Considerations for the Future
Authors: Rashid Farooq, Moazzam Naseer, Rehan Hasan
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Increasing challenges posed to the creativity in the discipline of advertising during time’s movement towards the maturity of The Third Wave – a concept of change by Toffler, have to be the major theme of this study. Creative concepts for the changing media landscape are becoming a challenge for the creative industry as Stein says that the usefulness is a dimension no creative work could avoid. Furthermore, Spencer points out that the global capitalist society provides a base for the development of digital technologies. Innovation within the discipline of creativity is reshaping this process. In this review article, the role of creativity and innovation in the development and delivery of the message has to be examined.Keywords: advertising, creativity, ideation, new media
Procedia PDF Downloads 2131211 Discourse Analysis: Where Cognition Meets Communication
Authors: Iryna Biskub
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The interdisciplinary approach to modern linguistic studies is exemplified by the merge of various research methods, which sometimes causes complications related to the verification of the research results. This methodological confusion can be resolved by means of creating new techniques of linguistic analysis combining several scientific paradigms. Modern linguistics has developed really productive and efficient methods for the investigation of cognitive and communicative phenomena of which language is the central issue. In the field of discourse studies, one of the best examples of research methods is the method of Critical Discourse Analysis (CDA). CDA can be viewed both as a method of investigation, as well as a critical multidisciplinary perspective. In CDA the position of the scholar is crucial from the point of view exemplifying his or her social and political convictions. The generally accepted approach to obtaining scientifically reliable results is to use a special well-defined scientific method for researching special types of language phenomena: cognitive methods applied to the exploration of cognitive aspects of language, whereas communicative methods are thought to be relevant only for the investigation of communicative nature of language. In the recent decades discourse as a sociocultural phenomenon has been the focus of careful linguistic research. The very concept of discourse represents an integral unity of cognitive and communicative aspects of human verbal activity. Since a human being is never able to discriminate between cognitive and communicative planes of discourse communication, it doesn’t make much sense to apply cognitive and communicative methods of research taken in isolation. It is possible to modify the classical CDA procedure by means of mapping human cognitive procedures onto the strategic communicative planning of discourse communication. The analysis of the electronic petition 'Block Donald J Trump from UK entry. The signatories believe Donald J Trump should be banned from UK entry' (584, 459 signatures) and the parliamentary debates on it has demonstrated the ability to map cognitive and communicative levels in the following way: the strategy of discourse modeling (communicative level) overlaps with the extraction of semantic macrostructures (cognitive level); the strategy of discourse management overlaps with the analysis of local meanings in discourse communication; the strategy of cognitive monitoring of the discourse overlaps with the formation of attitudes and ideologies at the cognitive level. Thus, the experimental data have shown that it is possible to develop a new complex methodology of discourse analysis, where cognition would meet communication, both metaphorically and literally. The same approach may appear to be productive for the creation of computational models of human-computer interaction, where the automatic generation of a particular type of a discourse could be based on the rules of strategic planning involving cognitive models of CDA.Keywords: cognition, communication, discourse, strategy
Procedia PDF Downloads 2481210 Fallacies of Argumentation in Modern American Political Discourse
Authors: Zarine Avetisyan
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The process of speech production and transmission naturally implies the occurrence of certain defective assumptions and erroneous formulations which may be both spontaneous, caused by haste, carelessness, etc., or deliberate. Whether deliberate or not, fallacies always act by way of “faux pas”. In the latter case, we deal with fake or deceptive arguments which are the focus of the given paper. The paper departs from the assumption that fallacies are arguments that prove nothing. Additionally and more importantly, political discourse becomes the main domain for scholarly “cultivation” while pinning down fallacies. The fallacy of telling the truth but deliberately omitting important key details in order to falsify the larger picture called “the half truth” captures special attention in the given paper.Keywords: break in the information chain, fallacy, half truth, political discourse
Procedia PDF Downloads 3841209 Hidden Truths of Advertising: An Unspoken Fact in Making Ethical Diffusions
Authors: Mustafa Hyder, Shamaila Burney, Roohi Mumtaz
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The aim of this study is to determine the consequences of silent or hidden messages and their effectiveness in deteriorating or altering our ethical norms and values. The study also focuses the repercussions of subconscious messages and possibilities of ethical diffusion in our society. The research based on the question that what are the different factors that motivate advertisers to include subliminal messages and how much these unspoken truths affecting our ethical values silently. What are the causes and effects of the subliminal messages in general and the level of ethical diffusion and its acceptance? The concept of advertising is to promote and highlight the salient features of the products and services, a company offers. Advertising is the best option nowadays to convey the related information to the consumers so that they attracted more towards the products or services proposed. The other thing advertisers concentrate, is the psychological characteristics using to persuade consumers choice. Using skills and tactics of advertising to promote a product in such a way that it creates a sensation, controversy or brand consciousness among the consumers or customers. The purpose to have increase purchase or to gain popularity in comparison to their competitors, they sometimes use such tactics and techniques, which is highly unethical and immoral for any society. These kinds of stuff used very smartly within the ads that only the conscious mind subconsciously catches the meaning of those glittery images, posters, phrases, tag lines and non-verbal clues. This study elucidates the subliminal advertising their repercussions and impact on consumer’s behaviour in our society with the help of few ads embedded subliminally and the trends of profitability. The methods used to accomplish our research are based on qualitative research along with the research articles, books and feedback from focused groups regarding the topic. The basic objective of this study was that, there is no significant change in the behaviour and attitude observed. These messages capture very short-term life on the viewer’s subconscious mind but in long run people get used to it and hence not only have the diffusion power but also has the high level of acceptance as well that reflects mostly through their social behaviours and attitudes.Keywords: ethical diffusion, subconscious, subliminal advertising, unspoken facts
Procedia PDF Downloads 3241208 Polite Request Strategies in Commuter Discourse in Xhosa
Authors: Mawande Dlali
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This paper examines the request strategies in commuter discourse involving taxi drivers and passengers in Khayelitsha as well as the responses to these requests. The present study considers requests in commuter transport as face threatening acts (FTAs), hence the need for the commuter crew to strategically shape their communicative actions to achieve their overall discourse goal of getting passengers to perform actions that are in their own interest with minimum resistance or confrontation. The crew presents itself by using communicative devices that prompt the passengers to evaluate it positively as warm, friendly, and respectful. However, the passengers' responses to requests range from compliance to resistance depending on their interpretation of the speaker’s motive and the probable social consequences. Participant observation by the researcher was the main method of collecting examples of requests and responses to the requests. Unstructured interviews and informal discussions were made with randomly selected taxi drivers and commuters. The findings and explanations presented in this article revealed the predominance of polite requests as speech acts in taxi discourse in Khayelitsha. This research makes a contribution to the contemporary pragmatics study of African languages in urban context.Keywords: face threatening acts, speech acts, request strategies, discourse
Procedia PDF Downloads 1551207 Subjectivity in Miracle Aesthetic Clinic Ambient Media Advertisement
Authors: Wegig Muwonugroho
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Subjectivity in advertisement is a ‘power’ possessed by advertisements to construct trend, concept, truth, and ideology through subconscious mind. Advertisements, in performing their functions as message conveyors, use such visual representation to inspire what’s ideal to the people. Ambient media is advertising medium making the best use of the environment where the advertisement is located. Miracle Aesthetic Clinic (Miracle) popularizes the visual representation of its ambient media advertisement through the omission of face-image of both female mannequins that function as its ambient media models. Usually, the face of a model in advertisement is an image commodity having selling values; however, the faces of ambient media models in Miracle advertisement campaign are suppressed over the table and wall. This face concealing aspect creates not only a paradox of subjectivity but also plurality of meaning. This research applies critical discourse analysis method to analyze subjectivity in obtaining the insight of ambient media’s meaning. First, in the stage of textual analysis, the embedding attributes upon female mannequins imply that the models are denoted as the representation of modern women, which are identical with the identities of their social milieus. The communication signs aimed to be constructed are the women who lose their subjectivities and ‘feel embarrassed’ to flaunt their faces to the public because of pimples on their faces. Second, in the stage of analysis of discourse practice, it points out that ambient media as communication media has been comprehensively responded by the targeted audiences. Ambient media has a role as an actor because of its eyes-catching setting, and taking space over the area where the public are wandering around. Indeed, when the public realize that the ambient media models are motionless -unlike human- stronger relation then appears, marked by several responses from targeted audiences. Third, in the stage of analysis of social practice, soap operas and celebrity gossip shows on the television become a dominant discourse influencing advertisement meaning. The subjectivity of Miracle Advertisement corners women by the absence of women participation in public space, the representation of women in isolation, and the portrayal of women as an anxious person in the social rank when their faces suffered from pimples. The Ambient media as the advertisement campaign of Miracle is quite success in constructing a new trend discourse of face beauty that is not limited on benchmarks of common beauty virtues, but the idea of beauty can be presented by ‘when woman doesn’t look good’ visualization.Keywords: ambient media, advertisement, subjectivity, power
Procedia PDF Downloads 3151206 Political Manipulation in Global Discourse
Authors: Gohar Madoyan, Kristine Harutyunyan, Gevorg Barseghyan
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It is common knowledge that linguistic manipulation is and has always been a powerful instrument of political discourse. Politicians from different countries and through centuries have successfully used linguistic means to persuade the public. Yet, this persuasion should be linguistically unobtrusive. Small changes in wording may result in a huge difference in perception by the audience. Thus, manipulation is a strategy that is mostly used to convey a certain message to the manipulators, who should be aware of the vulnerabilities of their audience and who must use them to achieve control. Political manipulation, though commonly observed in the 21st century, can easily be traced back to ancient rhetoric, which warns us to choose words carefully while addressing the audience. On the other hand, modern manipulative techniques have become more sophisticated, making use of all scientific advances.Keywords: manipulators, politics, persuasion, political discourse, linguo-stylistic analysis, rhetoric
Procedia PDF Downloads 741205 Political Discourse and Linguistic Manipulation in Nigerian Politics
Authors: Kunle Oparinde, Ernestina Maleshoane Rapeane-Mathonsi, Gift Mheta
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Using Critical Discourse Analysis (CDA) and Multimodal Discourse Analysis (MDA), the research seeks to deconstruct politically-motivated discourse as observed from Nigerian politics. This is intended to be achieved by analysing linguistic (mis)representation and manipulation in Nigerian political settings, drawing from instances of language use as observed from different political campaigns. Since language in itself is generally meaningless without context, it is therefore paramount to analyse the (mis)representation and manipulation in Nigerian political sceneries within their contextual basis. The study focuses on political language used by Nigerian politicians emanating from printed and social media forms such as posters, pamphlets, speeches, billboards, and internet sources purposely selected across Nigeria. The research further aims at investigating the discursive strategies used by politicians to gain more audience, and, as a result, shape opinions that result in votes. The study employs a qualitative approach. Two parties are intentionally selected because they have been essentially strong at the national level namely: All Progressive Congress (APC) and the People’s Democratic Party (PDP). The study finds out that politicians in Nigeria, as in many parts of the world, use language to manipulate the electorate. Comprehensive discussion of these instances of political manipulation remains the thrust of this paper.Keywords: communication, discourse, manipulation, misrepresentation
Procedia PDF Downloads 2441204 International and Intercultural Communication Design: Case Study of Manipulative Advertising
Authors: Faiqa Jalal
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The purpose of the following research paper is to discuss the differentiating meanings of culture and how popular culture has maintained a great impact on intercultural and international behavior. The following discussion leads to the notion of communicating cultural impact on behavior through advertising and sub-cultural theory in advertising. Although towards the end of the research, the complexities that develop through the above discussion, lead to the solution that ‘advertising gives meaning to the otherwise meaningless and identical objects through linking them to our basic needs’. In today’s fast paced digital world, it is difficult to define culture, literally, since its meaning tends to shift through series of different perceptions such as ‘how’ and ‘why’ it should be used. This notion can be taken towards another notion of popular culture. It is dependent on ‘attitudes, ideas, images, perspectives and other phenomena within the mainstream of a given culture’. Since popular culture is influenced by mass media, it has a way of influencing an individual’s attitude towards certain topics. For example, tattoos are a form of human decorations, that have historic significance, and a huge spectrum of meanings. Advertising is one aspect of marketing that has evolved from the time when it was ‘production oriented’, up till the time it started using different mediums to make its impact more effective. However, this impact has confused us between our needs and desires. The focus in this paper is ‘we consume to acquire a sense of social identity and status, not just for the sake of consumption’. Every culture owns different expressions, which are then used by advertisers to create its impact on the behavior of people sub-culturally and globally, as culture grows through social interaction. Advertisers furthermore play a smart role in highlighting quality of life ranging from ‘survival to well-being’. Hence, this research paper concludes by highlighting that culture is considered as a ‘basic root’ of any community that also provides solution to certain problems; however, advertisers play their part in manipulating society’s literacy and beliefs by rationalizing how relevant certain products/brands are to their beliefs.Keywords: mass media, popular culture, production oriented, sub-culture
Procedia PDF Downloads 2171203 Political Discourse Used in the TV Talk Shows of Pakistani Media
Authors: Hafiz Sajjad Hussain, Asad Razzaq
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The study aims to explore the relationship between application of speech and discourse used by the political workers and their leaders for maintaining authoritative approach and dialog power. The representation of these relationships between ideology and language in the analysis of discourse and spoken text following Van Dijk Socio-Cognitive model. Media and political leaders are two pillars of a state and their role is so important for development and effects on the society. Media has become an industry in the recent years in the globe, and especially, the private sector developed a lot in the last decade in Pakistan. Media is the easiest way of communication with the large community in a short time and used discourse independently. The prime time of the news channels in Pakistan presents the political programs on most favorite story or incident of the day. The current program broadcasted by a private channel ARY News July 6, 2014 covered the most top story of the day. The son of Ex. CJ Arslan Iftikhar moves an application to Election Commission of Pakistan about the daughter of the most popular political leader and chairman PTI Imran Khan. This movement turns the whole scenario of the political parties and media got a hot issue form discussion. This study also shows that the ideology and meanings which are presented by the TV channels not always obvious for readers.Keywords: electronic media, political discourse, ideology of media, power, authoritative approach
Procedia PDF Downloads 5221202 A Framework for Consumer Selection on Travel Destinations
Authors: J. Rhodes, V. Cheng, P. Lok
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The aim of this study is to develop a parsimonious model that explains the effect of different stimulus on a tourist’s intention to visit a new destination. The model consists of destination trust and interest as the mediating variables. The model was tested using two different types of stimulus; both studies empirically supported the proposed model. Furthermore, the first study revealed that advertising has a stronger effect than positive online reviews. The second study found that the peripheral route of the elaboration likelihood model has a stronger influence power than the central route in this context.Keywords: advertising, electronic word-of-mouth, elaboration likelihood model, intention to visit, trust
Procedia PDF Downloads 4551201 Fear of Isolation, Online Efficacy, and Selective Exposure in Online Political Discourse
Authors: Kyujin Shim
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This study explores how individual motivations in political psychology will lead to political expression and online discourse, and how those online political discourses result in individuals’ exposure to extreme/ personally-entertaining/ disinhibiting content. This study argues that a new framework beyond the conventional paradigm (e.g., selective exposure based on partisanship/ ideology) is needed for better grasp of non-ideological/ anarchic, and/or of nonpartisan yet anonymity-/ extremity-/ disinhibition-related online behaviors regarding political conversations. Further, this study proposes a new definition of ‘selective exposure,’ with special attention to online efficacy and psychological motivations/gratifications sought in the online sphere.Keywords: selective exposure, fear of isolation, political psychology, online discourse
Procedia PDF Downloads 4261200 Women-Hating Masculinities: How the Demand for Prostitution Fuels Sex Trafficking
Authors: Rosa M. Senent
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Over the centuries, prostitution has been problematized from many sides, with women always at the center of the debate. However, prostitution is a gendered, demand-driven phenomenon. Thus, a focus must be put on the men who demand it, as an increasing number of studies have been done in the last few decades. The purpose of this paper is to expose how men's discourse online reveals the link between their demand for paid sex in prostitution and sex trafficking. The methodological tool employed was Critical Discourse Analysis (CDA). A critical analysis of sex buyers' discourse online showed that online communities of sex buyers are a useful tool in researching their behavior towards women, that their knowledge of sex trafficking and exploitation do not work as a deterrent for them to buy sex, and that the type of masculinity that sex buyers endorse is characterized by attitudes linked to the perpetuation of violence against women.Keywords: masculinities, prostitution, sex trafficking, violence
Procedia PDF Downloads 1361199 Variability of the Speaker's Verbal and Non-Verbal Behaviour in the Process of Changing Social Roles in the English Marketing Discourse
Authors: Yuliia Skrynnik
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This research focuses on the interaction of verbal, non-verbal, and super-verbal communicative components used by the speaker changing social roles in the marketing discourse. The changing/performing of social roles is implemented through communicative strategies and tactics, the structural, semantic, and linguo-pragmatic means of which are characterized by specific features and differ for the performance of either a role of a supplier or a customer. Communication within the marketing discourse is characterized by symmetrical roles’ relation between communicative opponents. The strategy of a supplier’s social role realization and the strategy of a customer’s role realization influence the discursive personality's linguistic repertoire in the marketing discourse. This study takes into account that one person can be both a supplier and a customer under different circumstances, thus, exploring the one individual who can be both a supplier and a customer. Cooperative and non-cooperative tactics are the instruments for the implementation of these strategies. In the marketing discourse, verbal and non-verbal behaviour of the speaker performing a customer’s social role is highly informative for speakers who perform the role of a supplier. The research methods include discourse, context-situational, pragmalinguistic, pragmasemantic analyses, the method of non-verbal components analysis. The methodology of the study includes 5 steps: 1) defining the configurations of speakers’ social roles on the selected material; 2) establishing the type of the discourse (marketing discourse); 3) describing the specific features of a discursive personality as a subject of the communication in the process of social roles realization; 4) selecting the strategies and tactics which direct the interaction in different roles configurations; 5) characterizing the structural, semantic and pragmatic features of the strategies and tactics realization, including the analysis of interaction between verbal and non-verbal components of communication. In the marketing discourse, non-verbal behaviour is usually spontaneous but not purposeful. Thus, the adequate decoding of a partner’s non-verbal behavior provides more opportunities both for the supplier and the customer. Super-verbal characteristics in the marketing discourse are crucial in defining the opponent's social status and social role at the initial stage of interaction. The research provides the scenario of stereotypical situations of the play of a supplier and a customer. The performed analysis has perspectives for further research connected with the study of discursive variativity of speakers' verbal and non-verbal behaviour considering the intercultural factor influencing the process of performing the social roles in the marketing discourse; and the formation of the methods for the scenario construction of non-stereotypical situations of social roles realization/change in the marketing discourse.Keywords: discursive personality, marketing discourse, non-verbal component of communication, social role, strategy, super-verbal component of communication, tactic, verbal component of communication
Procedia PDF Downloads 1161198 An Eco-Translatology Approach to the Translation of Spanish Tourism Advertising in Digital Communication in Chinese
Authors: Mingshu Liu, Laura Santamaria, Xavier Carmaniu Mainadé
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As one of the sectors most affected by the COVID-19 pandemic, tourism is facing challenges in revitalizing the industry. But at the same time, it would be a good opportunity to take advantage of digital communication as an effective tool for tourism promotion. Our proposal aims to verify the linguistic operations on online platforms in China. The research is carried out based on the theory of Eco-traductology put forward by Gengshen Hu, whose contribution focuses on the translator's adaptation to the ecosystem environment and the three elaborated parameters (linguistic, cultural and communicative). We also relate it to Even-Zohar's and Toury's theoretical postulates on the Polysystem to elaborate on interdisciplinary methodology. Such a methodology allows us to analyze personal treatments and phraseology in the target text. As for the corpus, we adopt the official Spanish-language website of Turismo de España as the source text and the postings on the two major social networks in China, Weibo and Wechat, in 2019. Through qualitative analysis, we conclude that, in the tourism advertising campaign on Chinese social networks, chengyu (Chinese phraseology) and honorific titles are used very frequently.Keywords: digital communication, eco-traductology, polysystem theory, tourism advertising
Procedia PDF Downloads 2231197 Discourse Analysis and Semiotic Researches: Using Michael Halliday's Sociosemiotic Theory
Authors: Deyu Yuan
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Discourse analysis as an interdisciplinary approach has more than 60-years-history since it was first named by Zellig Harris in 'Discourse Analysis' on Language in 1952. Ferdinand de Saussure differentiated the 'parole' from the 'langue' that established the principle of focusing on language but not speech. So the rising of discourse analysis can be seen as a discursive turn for the entire language research that closely related to the theory of Speech act. Critical discourse analysis becomes the mainstream of contemporary language research through drawing upon M. A. K. Halliday's socio-semiotic theory and Foucault, Barthes, Bourdieu's views on the sign, discourse, and ideology. So in contrast to general semiotics, social semiotics mainly focuses on parole and the application of semiotic theories to some applicable fields. The article attempts to discuss this applicable sociosemiotics and show the features of it that differ from the Saussurian and Peircian semiotics in four aspects: 1) the sign system is about meaning-generation resource in the social context; 2) the sign system conforms to social and cultural changes with the form of metaphor and connotation; 3) sociosemiotics concerns about five applicable principles including the personal authority principle, non-personal authority principle, consistency principle, model demonstration principle, the expertise principle to deepen specific communication; 4) the study of symbolic functions is targeted to the characteristics of ideational, interpersonal and interactional function in social communication process. Then the paper describes six features which characterize this sociosemiotics as applicable semiotics: social, systematic, usable interdisciplinary, dynamic, and multi-modal characteristics. Thirdly, the paper explores the multi-modal choices of sociosemiotics in the respects of genre, discourse, and style. Finally, the paper discusses the relationship between theory and practice in social semiotics and proposes a relatively comprehensive theoretical framework for social semiotics as applicable semiotics.Keywords: discourse analysis, sociosemiotics, pragmatics, ideology
Procedia PDF Downloads 3351196 Adjectives in Academic Discourse: A Comparative Study of Research Articles
Authors: Beata Grymska
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The research studies on academic discourse focus in general on lexical bundles, epistemic modality markers, or interactions between writers and readers. Following the research into the written forms of the academic community, this study concentrates on adjectives in research articles. The study investigates the distribution of adjectives in research articles in two academic disciplines: linguistics and medicine. It is corpus-based in design and consists of 100 linguistic and 100 medical research articles all written in English. The aim of the study is to compare the distribution of adjectives between the two corpora and four main parts of articles: IMRD (Introduction, Methods, Results, and Discussion). The second aim is to see if the two corpora share common core adjectives, e.g., different, important, specific, and if there are discipline-specific adjectives. The further part of the paper elaborates on adjectives use in the corpora together with examples. The results indicate that the two corpora do not differ in the distribution of adjectives to a great extent. The occurrences of the most frequently used adjectives depend on the academic discipline of the research articles. The concluding part reflects upon the role of adjectives in academic discourse and also presents how corpora can be helpful in composing academic texts.Keywords: academic discourse, academic texts, adjectives, corpus analysis, research articles
Procedia PDF Downloads 1871195 Anti-Intellectualism in Populist Discourse and Its Role in Identity Construction: A Comparative Study between the United States of America and France
Authors: Iuliana-Erika Köpeczi
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‘Language is no longer regarded as peripheral to our grasp of the world we live in, but as central to it. Words are not mere vocal labels or communicational adjuncts superimposed upon an already given order of things. They are collective products of social interaction, essential instruments through which human beings constitute and articulate their world’, said Roy Harris. If we were to accept the above-mentioned premise, then we surely must accept that discourse, generally, - and political discourse, specifically -, bears a crucial importance to one’s perception of reality. The way in which political rhetoric constructs reality changes the relationship between the voter and his/her view of the world, which, in turn, influences greatly the future trends of political participation. In this context, our inquiry focuses on the role of populist discourses in the post 9/11 political rhetoric, and how this led to the formation, construction and reconstruction of identity within the ‘us’ vs. ‘them’ dichotomy. It is our hypothesis that anti-intellectualistic elements played a significant role in the manner in which identity construction had been carried out on a discursive level. By adopting a comparative approach, we intend to identify the similarities and differences between the use of such anti-intellectualist elements in the United States of America on one hand – within the discourse of Rick Santorum, – and France on the other – with Marine le Pen’s discourse. Our methodological approach uses close textual analysis of primary source material (discourse analysis); historical contextualization of both primary documents and broader socio-political and cultural framework through archival research and secondary sources; as well as interpretation of primary texts through theoretical frameworks (qualitative research). We hope that the output of our endeavor will be useful in better understanding the different correlations that exist between anti-intellectualism and populism and how the interactions between these two elements aids in political identity construction through discourse.Keywords: anti-intellectualism, discourse theory, France, identity construction, populism, United States of America
Procedia PDF Downloads 3011194 A Functional Analysis of the 2016 United States Presidential Debates through the Application of the Functional Theory of Political Campaign Discourse
Authors: Maryam Vaezi
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In this study, the Functional Theory of Political Campaign Discourse has been applied in order to investigate the 2016 Clinton-Trump presidential debates. All three kinds of utterances (acclaims, attacks, and defenses) were produced by the candidates supporting the usefulness of the Functional Theory of Political Campaign Discourse for the analysis of the presidential debates as a type of political discourse. Attacks comprised 45% of the candidates’ utterances, followed by acclaims at 33%; defenses were the least common function at 22%. The candidate from the Democratic Party, Hillary Clinton, acclaimed more, whereas the Republican Party presidential candidate, Donald Trump, attacked more. Simple denial was the most common form of defense used by the candidates. Both candidates directed more of their utterances to policy (past deeds, future plans, and general goals) than character (personal qualities, leadership abilities, and ideals). Analyzing debates in terms of the functions performed by the candidates to increase their desirability and chance of winning the election, can lead to a better understanding of these significant political events as well as other forms of political discourse.Keywords: acclaim, attack, defend, character, Democratic Party, Donald Trump, Hillary Clinton, policy, presidential debates, Republican Party
Procedia PDF Downloads 3291193 Pay Per Click Attribution: Effects on Direct Search Traffic and Purchases
Authors: Toni Raurich-Marcet, Joan Llonch-Andreu
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This research is focused on the relationship between Search Engine Marketing (SEM) and traditional advertising. The dominant assumption is that SEM does not help brand awareness and only does it in session as if it were the cost of manufacturing the product being sold. The study is methodologically developed using an experiment where the effects were determined to analyze the billboard effect. The research allowed the cross-linking of theoretical and empirical knowledge on digital marketing. This paper has validated this marketing generates retention as traditional advertising would by measuring brand awareness and its improvements. This changes the way performance and brand campaigns are split within marketing departments, effectively rebalancing budgets moving forward.Keywords: attribution, performance marketing, SEM, marketplaces
Procedia PDF Downloads 1251192 Analyzing Apposition and the Typology of Specific Reference in Newspaper Discourse in Nigeria
Authors: Monday Agbonica Bello Eje
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The language of the print media is characterized by the use of apposition. This linguistic element function strategically in journalistic discourse where it is communicatively necessary to name individuals and provide information about them. Linguistic studies on the language of the print media with bias for apposition have largely dwelt on other areas but the examination of the typology of appositive reference in newspaper discourse. Yet, it is capable of revealing ways writers communicate and provide information necessary for readers to follow and understand the message. The study, therefore, analyses the patterns of appositional occurrences and the typology of reference in newspaper articles. The data were obtained from The Punch and Daily Trust Newspapers. A total of six editions of these newspapers were collected randomly spread over three months. News and feature articles were used in the analysis. Guided by the referential theory of meaning in discourse, the appositions identified were subjected to analysis. The findings show that the semantic relation of coreference and speaker coreference have the highest percentage and frequency of occurrence in the data. This is because the subject matter of news reports and feature articles focuses on humans and the events around them; as a result, readers need to be provided with some form of detail and background information in order to identify as well as follow the discourse. Also, the non-referential relation of absolute synonymy and speaker synonymy no doubt have fewer occurrences and percentages in the analysis. This is tied to a major feature of the language of the media: simplicity. The paper concludes that appositions is mainly used for the purpose of providing the reader with much detail. In this way, the writer transmits information which helps him not only to give detailed yet concise descriptions but also in some way help the reader to follow the discourse.Keywords: apposition, discourse, newspaper, Nigeria, reference
Procedia PDF Downloads 1551191 Evaluating Contextually Targeted Advertising with Attention Measurement
Authors: John Hawkins, Graham Burton
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Contextual targeting is a common strategy for advertising that places marketing messages in media locations that are expected to be aligned with the target audience. There are multiple major challenges to contextual targeting: the ideal categorisation scheme needs to be known, as well as the most appropriate subsections of that scheme for a given campaign or creative. In addition, the campaign reach is typically limited when targeting becomes narrow, so a balance must be struck between requirements. Finally, refinement of the process is limited by the use of evaluation methods that are either rapid but non-specific (click through rates), or reliable but slow and costly (conversions or brand recall studies). In this study we evaluate the use of attention measurement as a technique for understanding the performance of targeting on the basis of specific contextual topics. We perform the analysis using a large scale dataset of impressions categorised using the iAB V2.0 taxonomy. We evaluate multiple levels of the categorisation hierarchy, using categories at different positions within an initial creative specific ranking. The results illustrate that measuring attention time is an affective signal for the performance of a specific creative within a specific context. Performance is sustained across a ranking of categories from one period to another.Keywords: contextual targeting, digital advertising, attention measurement, marketing performance
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