Examination of most-used textbooks discloses a glaring and serious need for introductory advertising text writers to cover ethics within a framework of theory and principle to provide students with the necessary theoretical tools indispensable for arriving at individual ethical conclusions. Instead of ethical principles and theory, the study finds a preoccupation with defense of the advertising profession against common societal criticisms; defenses which omit factual support and strike chords of overcharged emotionalism.

This paper provides an overview of semiotic studies about advertising, beginning with the early work done in the 1960s. Advertising communication plays a particular role in semiotic studies in the second half of the twentieth century. Pioneering studies of advertising messages, in particular those of Roland Barthes and Umberto Eco, date to the 1960s and were carried out for the most part using the tools of classical rhetoric. Following a period in which semiotics displayed a relative lack (...) of interest in advertisements, in the 1980s advertising texts were used as examples in applied narratological analysis by Jean-Marie Floch and others. This occurred at the same time as the so-called “passion turn of semiotics,” which stressed that the passions and emotions present in texts are crucial issues in textual semiotics, and it also seemed to offer fresh perspectives for the analysis of advertising communication. The passion turn took account of the evolution of advertising itself, since modern advertising is more and more interested in conveying passions and emotions. The effectiveness of an advert tends to be closely bound up with the presentation of sensations associated with a given product or brand. Recently, semioticians have begun to study more general features of advertising and marketing discourse. (shrink)

Name der Zeitschrift: Semiotica Jahrgang: 2015 Heft: 204 Seiten: 145-172.

The article devoted to the analysis of advertising texts in terms of both diachrony and synchrony. Advertising texts relating to the texts of the mass media carry out several communicative and pragmatic functions in the modern society. Evolution of this type of text indicates that without advertising the successful activity of producers of goods and services in a market economy is unthinkable. On the extensive empirical material borrowed from the German press, various sub-types of (...) advertising texts are established, a number of both linguistic and non-linguistic means used in modern advertising for the realization of its purposes, including manipulative ones, are revealed. In order to achieve their goal, copywriters tend to appeal to a number of social values. Despite the fact that the main pragmatic purpose of advertising is updated with the help of morphological means, specific syntactic constructions, and lexical units, the non-verbal component plays a significant role in realizing the impact on recipients. Modern advertising occupies one of the leading places in the media, being the most mobile and dynamic texts. Since many linguistic and non-linguistic means are used in them for manipulative purposes, one can in some cases talk about so-called hidden advertising. The analysis showed that the main principle of constructing an advertising text is the tendency to the apparent simplicity of information delivery. However, in reality advertising is built on much more complex principles, which initially assume not to resort to an objective description of the product or service. It is established that the advertising texts are actively studied from the position of a number of modern scientific branches. They are not only medialinguistics and the sociology of mass communication, but also communicative linguistics, theories of discourse, psycho- and sociolinguistics. (shrink)

Ce texte a déjà paru dans la revue October, N° 131, Winter 2010, p. 23–50. Nous remercions Michael Cowan de nous avoir autorisé à le reproduire ici. In September of 1925, readers leafing through Der Kinematograph or Lichtbildbühne or another such film journal might have encountered a strangely familiar sight : in an advertisement for a major exhibition of the German film and photography industries entitled “Kipho” (“Kino und Photo”), which was to be held in Berlin from September 25th to (...) (...) - Cinéma, animation et vidéo – GALERIE – Nouvel article. (shrink)

As a technology of commemoration, epinician song was a late archaic innovation. To gain acceptance for this innovative genre, Pindar works to anchor it to Greek epic and encomiastic poetry, that is, to demonstrate its continuity with these genres. But Pindar also regularly vaunts his poetry on the grounds that it is novel and inventive, potentially undermining his efforts at anchoring. This paper studies Olympian 13 as an example of a text in which Pindar’s habits of anchoring his poetry and (...) advertising its inventiveness are effectively reconciled. I argue that the ode’s central Bellerophon myth, a pointed rewriting of Homer’s account of Bellerophon (Il. 6.119-211), and the ode’s hybrid meter are showpieces of poetic innovation that demonstrate the worth and originality of Pindaric epinician to the ode’s Corinthian audience, while at the same time anchoring this genre to Homeric epic and dithyrambic song. (shrink)

The author explores how the discursive practices of social texts relate to the subjectivities of readers. Employing Dorothy Smith's notion of femininity as textually mediated discourse, the author analyzes how teenage girls read the depictions of femininity in the glossy advertisements of fashion magazines. Through interviews with 48 girls aged 13 to 17 years, she explores both why and how young girls negotiate “what it means to be a woman.” Most young girls in her study draw on stereotypical meanings (...) of adult femininity. By giving these stereotypes truth status, these readers valorize not only patriarchal meanings of womanhood but also naturalize associations between femininity and the commodities through which this femininity is expressed as the everyday doing of gender. The author concludes by discussing implications of this study for both a feminist theory and a feminist politics of culture. (shrink)

The analysis of multimodal argumentation in advertising is a crucial and problematic area of research. While its importance is growing in a time characterized by images and pictorial messages, the methods used for interpreting and reconstructing the structure of arguments expressed through verbal and visual means capture only isolated dimensions of this complex phenomenon. This paper intends to propose and illustrate a methodology for the reconstruction and analysis of “double-mode” arguments in advertisements, combining the instruments developed in social semiotics, (...) pragmatics, and argumentation theory. An advertisement is processed through a five-step path. The analysis of its context, text genre, and images leads to a first representation of the messages that it encodes both pictorially and verbally (step 1). These first semantic representations are further enriched by including their polyphonic articulations and presuppositions (step 2), their explicatures (step 3), and their dialogical functions and illocutionary forces (step 4). These pragmatic steps retrieve the commitment structure of the ad, which allows a further argument analysis conducted through argumentation schemes (step 5). (shrink)

Green food has exceptional impacts in addressing food safety and environmental challenges. However, consumers' perception of green food is not substantial, which results in a decline in consumption intention. Since advertising appeals can play a bridging role in resolving information asymmetry. This study is based on self-construal theory, chooses green agricultural products images and text as experimental stimuli, and analyzes the interaction and influence mechanism between advertising appeals and consumers' willingness to pay a premium for green agricultural products (...) through three sets of experimental studies. The findings demonstrate that self-construal and green agricultural product advertising appeals interact to influence consumers' willingness to pay a premium for green agricultural products. Green perceived value is more strongly influenced by matching dependent self-construal and green advertising appeals than non-green advertising appeals. Green perceived value plays a full mediating role in this interactive effect. Green agricultural products companies should adopt different advertising strategies according to the various categories of consumers to enhance consumers' green perceived value and increase the willingness to pay a premium. (shrink)

With the ternary relationship of influence and cooperation between sign, object, and its interpreter in the semiotic rapport as a starting point, the present study aims to capture the “productive tension” of semiotics and communication in the Japanese advertising discourse. The advertisement, considered a semiotic system which ranks the fundamental functions of language in a particular manner, searches for new methods of communication, of message production, directing the sign towards the symbolic space of communication. In trying to measure this (...) symbolic fund of mass communication, the following text wishes to argue, from the perspective of rhetoric and cultural semiotics, that in the Japanese advertising message which is not transmitted mechanically between speaker and listener, one may recognise a model of impressiveness alongside a model of stimulation or of insertion . Also, calling on “syncretic” semiotics, this research devoted to the Japanese advertising discourse wishes to probe the way in which meaning is constructed through the act of signification resulted from the interaction of the verbal sentence with procedures and strategies that manifest themselves in several types of language, such as the visual, auditory, gestural, etc. (shrink)

This article examines and presents examples of contemporary advertising within the medical and health professions that continue the process and organisation of knowledge about women and their reproductive bodies. It draws on feminist and poststructural perspectives to inform a critical evaluation of the visual representations of menopausal women and hormone replacement therapy. These representations work to construct certain definitions of the feminine that sustain and support existing contradictory cultural meanings and values about menopause. I argue that the images continue (...) to misrepresent and define what forms of femininity and sexual gender are desirable and acceptable for menopausal women. The article addresses the problems of gender discrimination and bias within the advertising industry, and illustrates the ways in which readers of visual texts may be influenced by stereotypic assumptions concerning a woman's lived experience of menopause. It illustrates how specific symbolic images directed towards men and women for hormone replacement therapy, testosterone deficiency and sexual dysfunction influence the viewer's decision making and action responses. (shrink)

Multi-modal metaphor is a new perspective in metaphor research developed in modern times. Beyond the metaphor research of language, it combines text, image, sound, and other modes and provides new insights and perspectives for metaphor research. Food advertisements often combine sound, images, and other forms to promote the products and increase consumers’ desire to buy, and they often contain metaphors of multiple modes. However, under the perspective of cross-cultural research, when the same food brand is advertised in different countries, the (...) multi-modal metaphors are varied to appeal to different audiences. This article compares food advertisements in China and in the U.S. from the perspective of multi-modal metaphors, and analyzes the varied applications arising from different cultural influences. The research may act as a reference for advertising strategies on cross-cultural occasions. (shrink)

This book was put together over the course of the past three years and is the outcome of the author’s publications in the multimodal advertising rhetoric research field and projects that were undertaken with the employment of the //rhetor.dixit//© model. It features four chapters that span different, yet interlocking aspects of ad texts’ multimodal rhetorical configuration and culminates in a practical guide for the analysis of the verbo-visual rhetorical structure of TV ad texts, based on the unique (...) methodology of the //rhetor.dixit//© model on offer by //disruptiVesemiOtics//. //rhetor.dixit//: Understanding ad texts’ rhetorical structure for differential figurative advantage neither seeks to cover exhaustively issues in any of the traditional fields of concern to the discipline of rhetoric (an impossible endeavor, indeed, within the contours of a single book), nor to address all issues on top of the current agenda in multimodal advertising rhetoric. Its mission is to present key facets of current research in multimodal advertising discourse, largely dispersed and spread out in multiple disciplines, including semiotics, in such a manner as to enable the reader to get to grips with the benefits that stem from employing a content analytic approach for the ongoing management of the modes of rhetorical configuration of advertising texts. The combination of an interpretivist approach with the methodical outlook yielded by content analysis affords to transform multimodal rhetorical analysis of advertising texts from a theoretical enterprise geared towards making sense of how meaning emerges through the figurative language of advertising to a systematic method for managing advertising textuality, in such a manner as to enable practitioners in marketing related disciplines (e.g., account planning, marketing research, brand management) to actively manage how brand meaning is generated through distinctive modes of rhetorical configuration. The managerial orientation of the //rhetor.dixit//© model is intended to enhance understanding as to how a brand’s intellectual capital is configured and, moreover, to point to directions whereby what I call a brand’s figurative first mover advantage and differential figurative advantages may be furnished to a brand’s discourse. The systematic understanding of a brand’s distinctive modes of rhetorical configuration is not just a ‘nice-to-have’ add-on in a metrics dashboard, but a prerequisite for managing brands as constellations of figurative elements and modes of connectivity among figurative elements, which are part and parcel of a brand’s textual essence. (shrink)

Augustine was a writer who carefully observed and consciously tried to influence the reception of his own works. In order to achieve this he employed three different but closely interrelated means: 1) the text of the books itself; 2) their media, which, in Augustine’s time, primarily means the codex; but oral elements are also important, because the usual way of book production was dictation and readers were usually listeners; 3) the public advertising of the writings in Augustine’s letters. In (...) the case of De civitate Dei, a rigid textual structure, a carefully planned distribution of the immense text on a fixed number of codices and the exceptional method of publication in installments combine to create the impression of an authoritative, all-encompassing and conclusive account of Christian apologetics that literally appears to be codified from the outset. By contrast, De trinitate is inscribed into the literary tradition of the maieutic dialogue. Augustine goes to great lengths to give the written text an air of orality and to make it appear as a joined enterprise of himself and his reader the results of which need, and are subjected to, continuous revision. When, after the first twelve books had been published against his will, a great portion of the text was no longer open to correction, Augustine largely abandoned the fiction of orality and shifted the emphasis from the process of inquiry to the results achieved. (shrink)

The topic of the article is important, because nowadays there is a need to study the semiotics of media text translation, the use of innovations in choosing the types of media text translation. The aim of the article is the need to study and substantiate the importance of studying the essence of the concepts of “semiotics”, “media text”. The article gives a theoretical justification for the concept of media text in the field of mass communication, substantiates the semiotics of learning (...) about signs and sign systems; semiotic characteristics of media texts translation are given. In the field of view of semiotics are various sign systems, features of translation of these signs in media texts, in particular: natural (spoken) and artificial (formal) languages, sentence systems of scientific theories, signaling systems in society and nature, states and many others. Artificial languages can also be considered as sign systems (including the “language” of scientific theory, “languages” of fine arts, cinema, theater, music), various types of visual sign systems (from road signs to painting), as well as any complex control systems considered from the standpoint of cybernetics: machines, devices and their circuits, living organisms, their subsystems (for example, central nervous system), industrial and social associations and society as a whole. (shrink)

The overall aim of this paper is to enquire about the performative qualities of Optatian’s visual poems and contextualize these experimental texts within the late-antique culture of transformation and change. Adopting a performative approach, the author sheds new light on the metatexts embedded in the majority of Optatian’s carmina as well as the metadiscursive significance of several individual pieces of his collection (Carm. 3 and 25, in particular). The performative features traceable in the corpus include: a) notions of multi-mediality (...) and spectacularity together with the physical materiality and dynamics of language, all constantly advertised by the poet; b) the expected active role of readers as co-performers of these intricate texts; and c) the inherent performative power of particular intextual images. (shrink)

Ethics, of increasing concern to college educators, is being given more attention in public relations and advertising courses. A vast number of respondents to a survey assessing this issue agreed that ethics is important and nearly all (93%) asserted that it is included in course work. Few educational institutions, however, include a separate course for ethics and fewer than half require it. In ethics texts and courses the emphasis is on the journalism aspect, and it is evident that (...) a great deal more attention and emphasis will be required for this critical aspect of education for public relations and advertising. (shrink)

This article discusses the discursive strategies used in some newspaper campaign advertisements for Nigeria’s 2011 elections with a view to unveiling the socio-political motifs and messages of the adverts. Data for the study comprised 60 full-page newspaper election campaign adverts of the two strongest political parties in the country: the People’s Democratic Party and Action Congress of Nigeria published between February and April 2011, a period that can be referred to as the peak period of electioneering campaigns for the 2011 (...) elections in Nigeria. The data gathered were analysed using the analytical tools of critical discourse analysis, with emphasis on Fairclough’s discourse as a social practice approach to the theory. Findings reveal that the text producers employed discursive strategies such as the metaphorization of party symbols, the use of deictic pronouns for inclusion and exclusion, deployment of rhetorical questions for persuasion, identification with the youth culture, employment of historical allusions, giving appeal to good luck, and negative other representation. In addition, the packaging of the information, graphological foregrounding, imagery, repetition and lexical choice reveal the intent of the campaign advertiser to persuade, appeal to sentiments, legitimize and delegitimize their positions in the discourse. (shrink)

We consider what genealogical links, kinship and sociality are promised through the marketing of assisted reproductive technologies (ARTs). Using a mixed method of formal analysis of Facebook's algorithmic architectures and textual analysis of twenty-eight adverts for egg donation drawn from the Facebook Ad Library, we analyse the ways in which the figure of the ‘fertile woman’ is constituted both within the text and at the level of Facebook's targeted advertising systems. We critically examine the ways in which ART clinics (...) address those women whose eggs they wish to harvest and exchange, in combination with the ways in which Facebook's architecture identifies, and sorts those women deemed of ‘relevance’ to the commercial ART industry. We find that women variously appear in these adverts as empowered consumers, generous girlfriends, potential mothers and essentialised bodies who provide free-floating eggs. The genealogical and fertility possibility offered through ART is represented with banal ambiguity wherein potentially disruptive forms of biogenetic relatedness and arrangements of kinship are derisked by an overarching narrative of simplicity and sameness which excludes men, messy genealogies and explicitly queer forms of kinship. This rationalisation is supported by the simplicity and certainty of the Facebook targeted advertising algorithm which produces a coherent audience and interpellates users as fertile subjects whose choices are both biologically determined and only available through clinical intervention. (shrink)

This article focuses on an advertisement campaign run in Danish national newspapers promoting Boeing’s combat aircraft F 18 Super Hornet. The campaign received extensive media attention due to its scale and unconventional methods. On the basis of pragmatic text analysis we describe three features in the advertisements: Genre problems, a controversial depiction of sender and recipient, and problems relating to argumentation. We conclude that the analyzed text is predominantly commercial in intent, although framed as information by a sender position that (...) is partly ambiguous in terms of identity, and the campaign’s main arguments are flawed, since decisive justification is not accessible. Based on the findings, the conclusion suggests that the campaign is best understood as a hybrid between public relations and public affairs. (shrink)

The main purpose of this paper is to account for the varying analysis and formalisations of a same advertisement text, “Mir Rose”, by Jean Michel Adam. First, we draw the methodological frame of this psycholinguistic approach of composing and understanding-memorizing texts. We refer to the notions of prototypical textual schema, semantic macrostructure and superstructure. Then we point out the differences between argumentative text and argumentative discourse. Last, we try to explain why it has been possible for Adam to analyse (...) and formalise the same text first as a narrative one and a few years later as an argumentative one. We suggest that his narrative approach is not specific and textual “narrative” means here “temporal-causative sequence” or “problem solving”, i.e., deeper and more general psychological devices than those involved in processing narrative text per se. From Toulmin and van Dijk approaches of argumentation, we propose our own analysis and formalisation of “Mir Rose”, the psychological validity or plausibility of which should be tested in experimental tasks of reading-memorising. (shrink)

It is a commonplace of discussion about the impact of visual media, whether visual images in print, televisual images or the images of the internet, to claim that it functions irrationally. This paper argues against that claim. First, the assumptions about the connection between rationality and linear, written, unemotional prose are unjustified. Secondly, using analytic techniques analogous to those used in identifying argumentation in verbal text, is possible to discern arguments in visual text, in particular in image based advertisements.

The end of the 1990s witnessed the corporatization of public universities in Malaysia resulting in the publication of corporate literature in these universities and the type of writing Fairclough refers to as the marketization of academic discourse. Marketization is necessary in public universities due to stiff competition in attracting students among the public universities as well as from the increasing number of private universities. This article reports how Malaysian universities re-brand themselves using the results of an investigation on corporate brochures (...) from these universities. The investigation employs a structural analysis and a textual analysis. Although informative in nature, these corporate brochures exhibit the use of promotional elements in the texts as seen in the contents and the language use. The communicative functions of university brochures are viewed to be more promotional than informative. (shrink)

Das Buch geht der Frage nach, wie Metaphern in Sehflächen verankert sind. Um eine fundierte Antwort geben zu können, setzt sich die Verfasserin mit einschlägigen sprachlichen, kognitiven und visuellen Metapherntheorien auseinander und entwickelt ein Modell speziell zur Analyse zeichensystemübergreifender Strukturmetaphern. Das Modell wird mit dem Fokus auf Zeitmetaphern an ausgwählten Werbeanzeigen und Kunstwerken erprobt. Da Zeit in Text-Bild-Gefügen zudem in Form sprachlich determinierter bildlicher Orientierungsmetaphern codiert ist, werden auch diese in bestimmten Flächen- und Farbgestaltungen identifiziert. Ferner werden beide Metaphernarten im (...) dichtesten Konglomerat der ikonischen Typografie und Kalligrafie aufgespürt. Sämtliche Analysen und die daraus hervorgehenden Deutungen der Sehflächen repräsentieren den gegenwärtigen Zeitbegriff in unserer Gesellschaft, welcher über zwei feldtheoretische Karten aufgerissen wird. (shrink)

With the emergence of online communities, more and more people are participating in online technology communities to meet personalized learning needs. This study aims to investigate whether and how male and female users behave differently in online technology communities. Using text data from Python Technology Community, through LDA (Latent Dirichlet Allocation) model, sentiment analysis and regression analysis, this paper reveals the different topics of male and female users in the online technology community, their sentimental tendencies and activity under different topics, (...) and their correlation and their mutual influence. The results show that: (1) Male users tend to provide information help, while female users prefer to participate in the topic of making friends and advertising. (2) When communicating in the technology community, male and female users mostly express positive emotions, but female users express positive emotions more frequently. (3) Different emotional tendencies of male and female users under different topics have different effects on their activity in the community. The activity of female users is more susceptible to emotional orientation. (shrink)

SUMMARYEarly modern printers, publishers and booksellers not only influenced readers to purchase particular books but continue to shape our reception of printed books today. Through title-page advertisements, prefaces and indexes, these ‘print agents’ forged unique relationships with new and returning readers. Paying attention to paratextual structures can uncover strategies for marketing new books, corralling readers and outlining new genres. A consideration of framing devices can also further our understanding of digital resources: much as print agents mediated printed books, digital humanists (...) help reinforce the value of new technologies for the study of early modern texts, guiding users to apply new methods of research, and helping establish new areas of scholarship. As a new kind of print agent, digital humanists must be more aware of their choices in curating, organising and labeling metadata. As we rethink what it means to read, edit and disseminate texts through the digital medium, we must also understand the degree to which modern and early modern editorial practices challenge and influence our scholarship and criticism. (shrink)

Scribal copying is investigated as a test case for the memetic and epidemiological models for explaining the distribution of cultural items. We may hypothesize that the incidence of errors could be low enough to allow two conditions for neo-Darwinian explanation to be fulfilled: first, that there be a rather reliable mechanism for heredity, and second that occasional mutations might produce a version more likely to survive and be propagated than the exemplar. Scriptorial conventions are reviewed. Textual criticism is investigated. Finally, (...) some attention is given to the psychology of language perception and production. In conclusion, it is argued that the memetic model for cultural transmission is not generally fecund while the epidemiological model is. (shrink)