The seminar will focus on linguistic strategies used by manufacturers to promote products. We will look at claims such as: “2 out of 3 doctors prescribed Medicine X”. Would this statement be false or merely misleading if exactly three doctors were included in the sample? The fundamental semantic distinction between entailment (what is stated) and implicature (what is implied) will be used to probe issues of truth in the language of advertising. The course will explore the topic in the (...) wider context of conversational dynamics. Students will gain an understanding of the field of theoretical linguistics and of its practical application to the world of advertising. (shrink)

The article presents the evolution of the language of advertising from the 1960s to the present, presenting various images of women in advertising. Simultaneously a theoretical analysis has been carried out of the demands of second-wave feminism, which exerted significant influence on the creation of images of women in the mass media. The objective of our comparison of feminist theory with advertising practice is an attempt to answer the question of whether the present media image of women (...) liberated from the binary sexual order and weighted towards the genderqueer and/or transgender phenomena is the desired realization of the feminist demands for emancipation of and equality for women announced in the second half of the twentieth century. (shrink)

Our study focuses on the impact of American advertising on local consumers and industry and discusses the relationship between standardization and localization on the global market. Although America seems to be a hybridized, ‘McDonald-ized’ reality, it is in fact grounded on a multicultural and social mix that deems it highly recognizable. Consequently, we argue that reconstructing American identity means sharing similar values with other cultural spaces, whose history, religion, and social customs require a different approach to daily life and (...) finding new means of expression. Our main argument is that advertising disseminates its message in foreign markets and that American campaign models were implemented despite cultural differences. Therefore, we will study the way American heterogeneity becomes homogeneous in the advertising realm, and explain the relationship between standardization and localization in promoting brand values. Our analysis relies on examples of the post-1990 Romanian advertising revolution that showcase the global American influence on Romania’s local industry as reflected by celebrations (Valentine’s Day, Man’s Day) and other American symbols (the cowboy image, the impact of the English language) present in locally broadcast advertisements. Consequently, our paper asks a very controversial question: Does market globalization embed the American spirit in indigenous cultures through advertising, bypassing local culture, ideology and society? (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)

The article tentatively explores the fuzzy expressions in advertising English to realize the ultimate goal of advertising from the perspective of pragmatics. This study is devoted to the pragmatic theories employed by the advertisers in order to make advertisements persuasive, impressive to the target audience. Equipped with the pragmatic knowledge, the target audience can understand advertising language clearly.

The functions of advertisement always give rise to the fact that trust and co-operation between the interlocutors are limited or lacking. Presupposition is frequently employed in order to enhance function of advertising language implicitly because of its own special properties and characteristics. This article refers to the historical and theoretical background of the study of presupposition and indicates pragmatic functions of presupposition in advertising English.

Advertising presents special difficulties for business ethicists. Ads are trivial entertainments, yet advertising culture has been held up as a metaphor for a general moral degradation in the post‐modern epoch. Ads confuse us since they are a new and unfamiliar form of communicative discourse which we find difficult to place in an ethical category. This, mainly conceptual, paper attempts to explore how ethics in and of advertising may be subject to examination within a broadly social constructionist perspective. (...) The paper sketches out a view of social constructionism which draws significantly on the ‘turn to language’ in psychology. It then attempts to discuss how ads might work, or rather, as the paper suggests, how ads mean. The social constructionist view point entails a rejection of cognitivist schemes of advertising psychology in favour of a mutualist framework within which ads and consumers jointly construct meanings which are essentially indeterminate. This ontological perspective has implications for ethical treatments of the field. The notion of meaning making as a psychological principle leads the discussion into an initial consideration of how normative approaches to advertising ethics might be framed. The self regulatory system obtaining in the UK is offered as an appropriate example. An underlying theme of the paper is that discussions of ethics in relation to advertising cannot rest upon a simplistic cognitivist notion of how ads ‘work’ upon consumers’ minds. The paper tries to show that a broadly social constructionist approach may offer a richer scheme for examining advertising ethics in its local, mediated, indeterminate and socially constructed character. (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)

In her recent book, Violence and the Philosophical Imaginary, Ann Murphy suggests that the philosophical imaginary, in particular that of contemporary continental philosophy, is imbued with images of violence. The concept of the philosophical imaginary is drawn from the work of Michèle Le Dœuff to explore the role of images of violence in philosophy. Murphy sets the language of violence, reflexivity, and critique against that of vulnerability, ambiguity and responsibility. Her concern is that images of violence have become and may (...) become more ‘neutralised, domesticated or eroticised’ in objectionable ways. There is no doubt Murphy has isolated and highlighted a striking feature of the continental imaginary in a clear and thoughtful way. My paper takes Murphy’s argument further by elaborating a Le Dœuffian argument that theorises the reversal of priority from violent language to the violence of language. I take Murphy’s injunction for attention and sensitivity seriously by examining the language of violence and exposing that which is unfamiliar, what has become incorporated and what is revealed by the language that is used. The language of the third Reich and the language of the Rwandan genocide will be briefly compared to demonstrate these points. Our responsibility is to recognise the use of euphemism and metaphor to sometimes cover and sometimes blatantly advertise the horrifying truth. The focus on violence in philosophical language can lead us away from the violence of genocidal language and other violent language that philosophers, like all responsible people, are called to witness. (shrink)

This study investigates the strategies employed in the representation of masculinity in a sample of 50 advertising campaigns launched between 1999 and 2020. The chosen posters advertise products targeted at men that fit into five categories: beverages, food, daily care products, male fragrances, and clothing. Among the brands advertised are American Apparel, Clinique, Coca-Cola, Dove, Givenchy, McDonald's, and Nike. The analysis of discursive strategies is complemented by an analysis of the Corpus of Contemporary American English that investigates the most (...) salient collocates of real man/men in US English; this search was conducted due to the frequent mention of the term real men in the slogans under investigation. The corpus analysis supports the key findings of the study by showing that language and advertising operate in a circular structure and mutually impact one another. The five major strategies identified as recurrent in the representation of masculinity include gentleman's look, gender equality and fatherhood, sex appeal, sex and dominance, and strength. The findings reveal the prevalence of stereotypical representations of masculinity that foreground sex appeal, strength, and dominance over women, and to a lesser extent, the image of the classic gentleman. The Dove Men Care Collection promotes the idea of fatherhood and gender equality, which might be considered a slight departure from the usual representations of masculinity in advertising, though it is still embedded within the dominant framework of hegemonic masculinity. (shrink)

Advertising presents special difficulties for business ethicists. Ads are trivial entertainments, yet advertising culture has been held up as a metaphor for a general moral degradation in the post‐modern epoch. Ads confuse us since they are a new and unfamiliar form of communicative discourse which we find difficult to place in an ethical category. This, mainly conceptual, paper attempts to explore how ethics in and of advertising may be subject to examination within a broadly social constructionist perspective. (...) The paper sketches out a view of social constructionism which draws significantly on the ‘turn to language’ in psychology. It then attempts to discuss how ads might work, or rather, as the paper suggests, how ads mean. The social constructionist view point entails a rejection of cognitivist schemes of advertising psychology in favour of a mutualist framework within which ads and consumers jointly construct meanings which are essentially indeterminate. This ontological perspective has implications for ethical treatments of the field. The notion of meaning making as a psychological principle leads the discussion into an initial consideration of how normative approaches to advertising ethics might be framed. The self regulatory system obtaining in the UK is offered as an appropriate example. An underlying theme of the paper is that discussions of ethics in relation to advertising cannot rest upon a simplistic cognitivist notion of how ads ‘work’ upon consumers’ minds. The paper tries to show that a broadly social constructionist approach may offer a richer scheme for examining advertising ethics in its local, mediated, indeterminate and socially constructed character. (shrink)

This paper examines several issues regarding deception in advertising. Some generally accepted definitions are considered and found to be inadequate. An alternative definition is proposed for legal/regulatory purposes and is related to a suggested definition of the term deception as it is used in everyday language. Based upon these definitions, suggestions are offered for detecting and regulating deception in advertising. This paper additionally considers the grounds for the generally held but largely unquestioned assumption that deceptive advertising is (...) unethical. It is argued that deceptive advertising can be shown to be morally objectionable, on the weak assumption that it is prima facie wrong to harm others. Finally, the implications of this analysis with respect to current regulation of deceptive advertising by the FTC are considered. (shrink)

Figurative communication (the use of metaphor, metonymy, hyperbole and irony) provides economy of expression, clarity, persuasiveness, politeness, evaluation, and communication of emotions. However, it also increases the potential for misunderstanding in situations when people lack shared background knowledge. This book combines theoretical frameworks with empirical studies that measure the effectiveness of different approaches to the use of figurative language in advertisements, to show how to maximise the benefits of creative metaphor and metonymy in global advertising. It highlights how subtle (...) differences in colour, layout, and combinations of different kinds of figurative language affect the reception and appreciation of creative advertising, shedding new light on the nature of figurative communication itself. With a balance between theory, experiments and practical case studies, this book is accessible for academics in linguistics and communication studies, as well as advertising and marketing professionals. (shrink)

In her recent book, Violence and the Philosophical Imaginary, Ann Murphy suggests that the philosophical imaginary, in particular that of contemporary continental philosophy, is imbued with images of violence. The concept of the philosophical imaginary is drawn from the work of Michèle Le Dœuff to explore the role of images of violence in philosophy. Murphy sets the language of violence, reflexivity, and critique against that of vulnerability, ambiguity and responsibility. Her concern is that images of violence have become and may (...) become more ‘neutralised, domesticated or eroticised’ in objectionable ways. There is no doubt Murphy has isolated and highlighted a striking feature of the continental imaginary in a clear and thoughtful way. My paper takes Murphy’s argument further by elaborating a Le Dœuffian argument that theorises the reversal of priority from violent language to the violence of language. I take Murphy’s injunction for attention and sensitivity seriously by examining the language of violence and exposing that which is unfamiliar, what has become incorporated and what is revealed by the language that is used. The language of the third Reich and the language of the Rwandan genocide will be briefly compared to demonstrate these points. Our responsibility is to recognise the use of euphemism and metaphor to sometimes cover and sometimes blatantly advertise the horrifying truth. The focus on violence in philosophical language can lead us away from the violence of genocidal language and other violent language that philosophers, like all responsible people, are called to witness. (shrink)

In recent years, the work of organizations in the area of digitization has intensified significantly. This trend is also evident in the field of recruitment where job application tracking systems (ATS) have been developed to allow job advertisements to be published online. However, recent studies have shown that recruiting in most organizations is not inclusive, being subject to human biases and prejudices. Most discrimination activities appear early but subtly in the hiring process, for instance, exclusive phrasing in job advertisement discourages (...) qualified applicants from minority groups from applying. The existing works are limited to analyzing, categorizing and highlighting the occurrence of bias in the recruitment process. In this paper, we go beyond this and develop machine learning models for identifying and classifying biased and discriminatory language in job descriptions. We develop and evaluate a machine learning system for identifying five major categories of biased and discriminatory language in job advertisements, i.e., masculine-coded, feminine-coded, exclusive, LGBTQ-coded, demographic and racial language. We utilized the combination of linguistic features with recent state-of-the-art word embeddings representations as input features for various machine learning classifiers. Our results show that the machine learning classifiers were able to identify all the five categories of biased and discriminatory language with a decent accuracy. The Random Forest classifier with FastText word embeddings achieved the best performance with tenfolds cross-validation. Our system directly addresses the bias in the attraction phase of hiring by identifying and classifying biased and discriminatory language and thus encouraging recruiters to write more inclusive job advertisements. (shrink)

Reflections on Language brings together a collection of seventy-eight articles that examine language from many different perspectives. Its selections focus on language as a social form, demonstrating how it is an indispensable component of the world and how we interpret it. Organized thematically, the text addresses many topics, including the acquisition of language, the rhetoric of advertising, the language of politics, language between the sexes, and language across cultures. It also discusses areas not covered by similar books, such as (...) the bodily basis of language, communication across species, and the language of cyberspace. Ideal for courses in freshman composition, introduction to language, and a variety of writing classes, Reflections on Language helps students and other readers to become more aware of language and to use it more effectively. The text offers useful aids for writing instruction, including an opening chapter on writing and revising, a rhetorical table of contents, and a glossary, as well as introductory notes, journal writing prompts, and analytical exercises for each selection. Reflections on Language also includes an index as well as thirteen advertisements, eighteen cartoons, and numerous end-of-chapter writing assignments. This unique reader incorporates a substantial number of scholarly articles by language theorists in addition to pieces by popular writers and works of short fiction, poetry, and drama. Lively, informative, and authoritative, Reflections on Language leads students and general readers to a deeper understanding of language and its power. (shrink)

The particularity of financial information dissemination determines that the key to financial advertisements is the transmission of financial ideas and culture. This paper carries out a case study of Citibank’s display of corporate culture based on visual symbols system. The study shows that it can have good effects on spreading corporate ideas to combine the localized thinking pattern which takes a full account of the characteristics of market culture, and the operating mode of modern advertising communication.

Knowledge is power. Knowledge about human psychology is increasingly being produced using natural language processing (NLP) and related techniques. The power that accompanies and harnesses this knowledge should be subject to ethical controls and oversight. In this chapter, we address the ethical pitfalls that are likely to be encountered in the context of such research. These pitfalls occur at various stages of the NLP pipeline, including data acquisition, enrichment, analysis, storage, and sharing. We also address secondary uses of the results (...) and tools developed through psychometric NLP, such as profit-driven targeted advertising, political campaigns, and domestic and international psyops. Along the way, we reflect on potential ethical guidelines and considerations that may help researchers navigate these pitfalls. (shrink)

A witty exploration of government newspeak, exaggerated advertising claims, misleading propaganda and other misnomers and how to combat them.

Inbound tourism as defined by the WTO is obviously the aspect of a nation’s tourism industry to which foreign languages are directly relevant: this aspect involves foreign tourists visiting the country of reference. This paper uses Leiper’s conceptualisation of the tourism system to examine the role of foreign languages in the operations of Nigerian inbound tourism from TGR and TDR perspectives. Among the most significant revelations of this examination are the facts that: i) tourism destinations in Nigeria are to be (...) advertised on the web and in print in the TGR countries using the languages of those countries; and ii) tour guides in Nigeria are to be trained in foreign languages to facilitate travels, stay and related transactions and activities of foreign tourists in Nigeria. These and other findings can enhance the Nigerian inbound tourism industry. (shrink)

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)

Spam electronic mails (emails) refer to harmful and unwanted commercial emails sent to corporate bodies or individuals to cause harm. Even though such mails are often used for advertising services and products, they sometimes contain links to malware or phishing hosting websites through which private information can be stolen. This study shows how the adaptive intelligent learning approach, based on the visual anti-spam model for multi-natural language, can be used to detect abnormal situations effectively. The application of this approach (...) is for spam filtering. With adaptive intelligent learning, high performance is achieved alongside a low false detection rate. There are three main phases through which the approach functions intelligently to ascertain if an email is legitimate based on the knowledge that has been gathered previously during the course of training. The proposed approach includes two models to identify the phishing emails. The first model has proposed to identify the type of the language. New trainable model based on Naive Bayes classifier has also been proposed. The proposed model is trained on three types of languages (Arabic, English and Chinese) and the trained model has used to identify the language type and use the label for the next model. The second model has been built by using two classes (phishing and normal email for each language) as a training data. The second trained model (Naive Bayes classifier) has been applied to identify the phishing emails as a final decision for the proposed approach. The proposed strategy is implemented using the Java environments and JADE agent platform. The testing of the performance of the AIA learning model involved the use of a dataset that is made up of 2,000 emails, and the results proved the efficiency of the model in accurately detecting and filtering a wide range of spam emails. The results of our study suggest that the Naive Bayes classifier performed ideally when tested on a database that has the biggest estimate (having a general accuracy of 98.4%, false positive rate of 0.08%, and false negative rate of 2.90%). This indicates that our Naive Bayes classifier algorithm will work viably on the off chance, connected to a real-world database, which is more common but not the largest. (shrink)

There is a tension between John Locke’s awareness of the fundamental importance of a shared public language and the manner in which his theorizing appears limited to offering a psychologistic account of the idiolects of individual speakers. I argue that a correct understanding of Locke’s central notion of signification can resolve this tension. I start by examining a long standing objection to Locke’s view, according to which his theory of meaning systematically gets the subject matter of our discourse wrong, by (...) making our ideas the meanings of our words. By examining Locke’s definition of “truth”, I show that Lockean signification is an expression relation, rather than a descriptive or referential relation. Consequently, the sense in which our words signify our ideas is roughly that our utterances advertise our otherwise undisclosed mental lives to each other. While this resolves one aspect of the public/private tension, I close with a brief discussion of the remaining tension, and the role for normative constraints on signification to play in generating a genuinely shared public language. (shrink)

Against the assumption that legal and normative systems are coextensive with geopolitical units and national spaces, the article advocates for the need to study how different legal and normative semiospheres, within the same geopolitical unit and national space, often give rise to ‘normolects’ that are transversal to socio-economic classes, ethnicities, and cultural lifestyles. The concept of legal and normative ‘imaginaries’ is useful to come to terms with the legal and normative semiotic ideology of such normolects, including their non-verbal dimension and (...) legal-normative semiotic ideologies. More generally, the article prompts legal scholars, and particularly semioticians of law, not to focus exclusively on inter-cultural awareness in legal-normative language but to concentrate also on intra-cultural awareness. As a case study, the article analyses a drawing through which the former Italian Prime Minister Silvio Berlusconi visualized and advertised for a bill of reform of the Italian judicial system by his Minister of Justice, Angelino Alfano. The semiotic analysis of this visual artifact casts new light on the controversial political and judicial figure of Mr Berlusconi. The drawing is read as a visual embodiment of the conflict between two different legal and normative ideologies within the present-day Italian political and judicial arena. The paradoxes that underpin this iconography of law and mar a rational confrontation of legal-normative arguments in contemporary Italy are uncovered. (shrink)

Morality is an abstract consideration, and language is an important regulator of abstract thought. In instances of moral ambiguity, individuals may pay particular attention to matters of interactional justice. Politeness in language has been linked to greater perceptions of social distance, which we contend is instrumental in regulating attitudes toward a brand. We posit that politeness in a brand’s advertising will impact consumers who are attuned to violations of interactional justice [i.e., those with low belief in a just world (...) ]. In three studies, we demonstrate that the politeness used in advertising as well as consumers’ individual differences in BJW affect judgments and attitudes toward brands. Specifically, individuals with a low just world belief are more likely to harbor negative attitudes towards a brand with ethically ambiguous business practices if the language used in advertising is impersonal than when the language used in advertising is personal. Importantly, for individuals with a low BJW, lowered trust due to the advertisement’s language mediated the relationship between politeness and attitudes toward the brand. Theoretical and managerial implications of this research are discussed. (shrink)

Manifesto for the recognition of the principle of linguistic and cultural diversity in language research Preamble Over the years, and for several decades now, higher education institutions have been gradually and increasingly urging teacher-researchers to increase their international visibility. It is normal for these teacher-researchers to participate in international debates in their disciplines. This is done during conferences and in the course of article writing, not for advertising purpo...

Galavotti begins her book by stressing the centrality of probability to a whole range of philosophical problems. She writes 1: "Probability invests all branches of philosophical investigation, from epistemology to moral and political philosophy, and impinges upon major controversies, like that between determinism and indeterminism, or between free will and moral obligation, and problems such as: ‘What degree of certainty can human knowledge attain?’ ‘What is the relationship between probability and certainty?’" She then explains that her book will focus on (...) the interpretation of the notion of probability. Chapter 1 contains some general remarks about the notion of probability, and Chapter 2 presents a brief introduction to the formal calculus of probability. Then in the next five chapters Galavotti presents in turn the five main interpretations of probability, namely the classical, frequency, propensity, logical, and subjective.Galavotti's approach to the material is historical. She traces, through extensive quotations from, and discussions of, the principal authors, the development of each of the interpretations. In many cases, she deals with early advocates of the position who are often omitted, such as De Morgan, Boole, and Jevons in the case of the logical interpretation, and Donkin in the case of the subjective interpretation. At the same time, the story is often brought right up to the present with discussions of recent authors such as Richard Jeffrey and Patrick Suppes in the case of the subjective interpretation. Galavotti's book is an excellent advertisement for the virtues of …. (shrink)

Galavotti begins her book by stressing the centrality of probability to a whole range of philosophical problems. She writes 1: "Probability invests all branches of philosophical investigation, from epistemology to moral and political philosophy, and impinges upon major controversies, like that between determinism and indeterminism, or between free will and moral obligation, and problems such as: ‘What degree of certainty can human knowledge attain?’ ‘What is the relationship between probability and certainty?’" She then explains that her book will focus on (...) the interpretation of the notion of probability. Chapter 1 contains some general remarks about the notion of probability, and Chapter 2 presents a brief introduction to the formal calculus of probability. Then in the next five chapters Galavotti presents in turn the five main interpretations of probability, namely the classical, frequency, propensity, logical, and subjective.Galavotti's approach to the material is historical. She traces, through extensive quotations from, and discussions of, the principal authors, the development of each of the interpretations. In many cases, she deals with early advocates of the position who are often omitted, such as De Morgan, Boole, and Jevons in the case of the logical interpretation, and Donkin in the case of the subjective interpretation. At the same time, the story is often brought right up to the present with discussions of recent authors such as Richard Jeffrey and Patrick Suppes in the case of the subjective interpretation. Galavotti's book is an excellent advertisement for the virtues of …. (shrink)

Although the societal advantages of responsible advertising are self-evident, no detailed vision of responsible ads exists. Without this vision, stakeholders have no framework for identifying, preventing, and remedying non-conforming ads. To address this problem, the four basic properties of responsible ads – consistent with an everyday-language, business-oriented definition of responsibility and the assumption that ads are not inherently bad – are posited. Then, the best milieu for creating such ads is identified.

Die Buchreihe Konzepte der Sprach- und Literaturwissenschaft gibt Aufschluss über Prinzipien, Probleme und Verfahrensweisen philologischer Forschung im weitesten Sinne und dient einer Bestimmung des Standorts der Linguistik und Literaturwissenschaft. Die Reihe übergreift Einzelsprachen und Einzelliteraturen. Sie stellt sich in den Dienst der Reflexion und Grundlegung einer allgemeinen Sprach- und Literaturwissenschaft. Die Bände sind zum Teil informierende Einführungen, zum Teil wissenschaftliche Diskussionsbeiträge.

Classified advertising occupies a prominent place in the history and current economics of the print media in America, including magazines. There are dozens of classifications, most of which are as innocuous as the language that constitutes the individual advertisements. The personals classification, however, is not always so innocuous. Gun-for-hire classified advertisements in one magazine were so blatant that several serious crimes, including murder, were committed as a result of the advertisements. Generally, courts find no liability for disseminators of (...) class='Hi'>advertising that causes harm. But the application of the ethical theory of basic mixed rule deontology would mandate that publications should not publish such classified advertising notwithstanding that it is likely legal to do so. (shrink)

Though advertising is a massive and global mechanism of communication, regionally it might provide possibilities to explore constructions of past perspectives of particular communities. Thus, the article considers advertising as evidence of collective memory and as part of the ‘realms of memory’, as understood by Pierre Nora and Jacques Le Goff. It, then, analyzes the advertising campaign for Pilsen made by the local painter Humberto Chaves, which was published in the newspaper El Colombiano during the 1940s. It (...) is possible to consider advertising within the realms of memory because it is a material entity that becomes part of the heritage of a community, revealing customs, ways of being and acting, and ways of understanding reality and everyday life. Therefore, the article explores, first, the geographic, advertising, and theoretical-conceptual context. Then, it selects and identifies the advertisements from a collection of the primary source. Finally, through analyzing the selected advertisements, it concludes that both the graphic and textual languages, and both the discourses of advertising and graphic design are social, cultural, political, and economical elements that reveal an identity, a cultural ethos, and a regional collective memory. (shrink)

Political advertising to recruit the support of voters is an inherent part of politics. Today, ads are distributed via television and online, including social media. This type of advertisement attempts to recruit support by presenting convincing arguments and evoking various emotions about the candidate, opponents, and policy proposals. We discuss recent arguments and evidence that a specific social emotion, namely the concept kama muta, plays a role in political advertisements. In vernacular language, kama muta is typically labeled as being (...) moved or touched. We compare kama muta and anger theoretically and discuss how they can influence voters’ willingness to support a candidate. We then, for the first time, compare kama muta and anger empirically in the same study. Specifically, we showed American participants short political ads during the 2018 United States midterm election campaigns. All participants saw both kama muta- and anger-evoking ads from both Democratic or Republican candidates. In total, everybody watched eight ads. We assessed participants’ degree of being moved and angered by the videos and their motivation for three types of political support: ideational, financial, and personal. The emotional impact of an ad depended on its perceived source: Participants felt especially angry after watching the anger-evoking ads and especially moved by moving ads if they identified with the political party that had produced the video. Both emotions mediated were associated with increased intentions to provide support. Importantly, if one of the two emotions was evoked, its effect on political support was enhanced if participants identified with the party that had produced the ad. We discuss limitations of the method and implications of the results for future research and practice. (shrink)

Precursors of the linguistic turn: German philosophy of language in the late 19th century -- From text to discourse: a shift towards a pragmatic interpretation of "fictionality" -- Projecting a science of literature: on a theoretical basis for a rational science of literature -- The empirical science of literature ESL: a new paradigm -- From literary communication to literary systems -- Implementations: conventions and literary systems -- Unfinished business: literary history -- Changes in epistemology: media revisited -- Histories and discourses: (...) for an integrated communication science -- Aspects of media societies -- Advertising lessons for empirical aesthetics -- The self-organisation of human communication. (shrink)

Precursors of the linguistic turn: German philosophy of language in the late 19th century -- From text to discourse: a shift towards a pragmatic interpretation of "fictionality" -- Projecting a science of literature: on a theoretical basis for a rational science of literature -- The empirical science of literature ESL: a new paradigm -- From literary communication to literary systems -- Implementations: conventions and literary systems -- Unfinished business: literary history -- Changes in epistemology: media revisited -- Histories and discourses: (...) for an integrated communication science -- Aspects of media societies -- Advertising lessons for empirical aesthetics -- The self-organisation of human communication. (shrink)

The Philosophy of Umberto Eco stands out in the Library of Living Philosophers series as the volume on the most interdisciplinary scholar hitherto and probably the most widely translated. The Italian philosopher's name and works are well known in the humanities, both his philosophical and literary works being translated into fifteen or more languages. Eco is a founder of modern semiotics and widely known for his work in the philosophy of language and aesthetics. He is also a leading figure in (...) the emergence of postmodern literature, and is associated with cultural and mass communication studies. His writings cover topics such as advertising, television, and children's literature as well as philosophical questions bearing on truth, reality, cognition, language, and literature. The critical essays in this volume cover the full range of this output. This book has wide appeal not only because of its interdisciplinary nature but also because of Eco's famous "high and low" approach, which is deeply scholarly in conception and very accessible in outcome. The short essay "Why Philosophy?" included in the volume is exemplary in this regard: it will appeal to scholars for its wit and to high school students for its intelligibility. (shrink)

The analytic movement advertised its 'linguistic turn' as a radical break from the two-thousand-year-old substance tradition. But this is an illusion. On the fundamental level of ontology, there is enough reformulation and presupposition of traditional 'no entity without identity' themes to analogize Frege, Russell, Wittgenstein, and Quine to Aristotle as paradigmatic of modified realism. Thus the pace of ontology is glacial. Frege and Russell, not Wittgenstein and Quine, emerge as the true analytic progenitors of 'no entity without identity,' offering between (...) them at least twenty-nine private language arguments and sixty-four 'no entity without identity' theories. (shrink)

Counterpart theory is often advertised by its track record at solving metaphysical puzzles. Here I focus on puzzles of occasional identity, wherein distinct individuals at one world or time appear to be identical at another world or time. To solve these puzzles, the usual interpretation rules of counterpart theory must be extended beyond the simple language of quantified modal logic. I present a more comprehensive semantics that allows talking about specific times and worlds, that takes into account the multiplicity and (...) sortal-dependence of counterpart relations, and that does not require names to denote actual or present individuals. In addition, the semantics I defend does not identify ordinary individuals with world-bound or time-bound stages and thereby avoids the most controversial aspect of counterpart theory. Humphrey’s counterpart at other worlds or times is none other than Humphrey himself. (shrink)

The analytic movement advertised its 'linguistic turn' as a radical break from the two-thousand-year-old substance tradition. But this is an illusion. On the fundamental level of ontology, there is enough reformulation and presupposition of traditional 'no entity without identity' themes to analogize Frege, Russell, Wittgenstein, and Quine to Aristotle as paradigmatic of modified realism. Thus the pace of ontology is glacial. Frege and Russell, not Wittgenstein and Quine, emerge as the true analytic progenitors of 'no entity without identity,' offering between (...) them at least twenty-nine private language arguments and sixty-four 'no entity without identity' theories. (shrink)

I argue that Stich's Syntactic Theory of Mind (STM) and a naturalistic narrow content functionalism run on a Language of Though story have the same exact structure. I elaborate on the argument that narrow content functionalism is either irremediably holistic in a rather destructive sense, or else doesn't have the resources for individuating contents interpersonally. So I show that, contrary to his own advertisement, Stich's STM has exactly the same problems (like holism, vagueness, observer-relativity, etc.) that he claims plague content-based (...) psychologies. So STM can't be any better than the Representational Theory of Mind (RTM) in its prospects for forming the foundations of a scientifically respectable psychology, whether or not RTM has the problems that Stich claims it does. (shrink)

The frequency of discriminatory language in job advertisements placed by U. S. multinational corporations operating in Mexico was compared with that of Mexican companies using content analysis. A sample of 300 ads placed by companies from each culture was analyzed and coded by two groups of coders to calculate the frequency of discriminatory language in the job ads with respect to age, gender, physical appearance and marital status. Results of a chi square analysis revealed that U. S. multinationals firms in (...) Mexico utilize discriminatory language in job ads less frequently in the categories of age, gender and marital status. This result suggests that the legal and cultural framework of the country of origin of U. S. enterprises in Mexico may be influencing their actual recruitment practice in Mexico, and in turn, help them in setting a positive example of non-discrimination in recruitment among their Mexican counterparts. (shrink)

The frequency of discriminatory language in job advertisements placed by U. S. multinational corporations operating in Mexico was compared with that of Mexican companies using content analysis. A sample of 300 ads placed by companies from each culture was analyzed and coded by two groups of coders to calculate the frequency of discriminatory language in the job ads with respect to age, gender, physical appearance and marital status. Results of a chi square analysis revealed that U. S. multinationals firms in (...) Mexico utilize discriminatory language in job ads less frequently in the categories of age, gender and marital status. This result suggests that the legal and cultural framework of the country of origin of U. S. enterprises in Mexico may be influencing their actual recruitment practice in Mexico, and in turn, help them in setting a positive example of non-discrimination in recruitment among their Mexican counterparts. (shrink)

As an emerging language variant, practitioners have extensively used Internet slang in advertising and other communication activities. However, its unique characteristics that differ from standard language have yet to be explored. Drawing upon interdisciplinary theories on schema and communication styles, this research makes the first attempt to conceptualize and measure these characteristics by introducing a new multi-dimensional construct, “Internet slang style,” in the marketing context. It develops and validates a new scale to measure Internet slang style along the dimensions (...) of amiability, overtness, candor, and harshness through a series of in-depth interviews, two surveys, and one experiment with consumers. In addition, this research investigates the impact of Internet slang styles on brand personality and brand attitude. The results indicate that different Internet slang style dimensions positively correspond to different brand personality dimensions but exert no influence on brand attitude. Practically, the scale provides an easy-to-use instrument to evaluate Internet slang styles from a consumer perspective to help companies appropriately employ Internet slang in marketing communication activities. (shrink)

A review of advertisement studies shows that there has been little attempt to examine infomercials in terms of rhetorical appeals and persuasive strategies. Therefore, this study sought to contribute to the existing literature by exploring the persuasive elements of Apple infomercials through Aristotle’s modes of persuasion to reveal the most frequent persuasive language features and structures and to study how such elements were utilized to promote the products and services of the company. A top-down approach based on Aristotle’s modes of (...) persuasion was adopted to identify the rhetorical appeals of logos, ethos and pathos as well as the promotional tokens and patterns in the text. The descriptive findings provided evidence to demonstrate that although all the rhetorical proofs were employed in the corpus, emotional appeal was the most dominant. The findings of this research open new horizons for further studies on infomercials in general and persuasive rhetoric in specific. (shrink)