Social and cultural aspects of print advertisements in English

diplomsko delo

Sara Jurečko (Author), Nada Šabec (Mentor)

Abstract

Through centuries, advertising has become a very sophisticated and persuasive form of communication. Due to its persuasive nature, advertising can easily adopt and thus have impact on various social groups within one country. This thesis argues that social and cultural aspects are carefully laid into the rhetoric and visual structures of advertisements because socially and culturally specific advertising is more effective. In the attempt to find culturally based persuasive devices in advertising language, the thesis thoroughly discusses the mutual relationship between language and culture and places great emphasis on two cultural dimensions, i.e. collectivism and individualism. Furthermore, other most important characteristics of Western culture are defined, i.e. High- and Low context. English advertisements are taken from six Canadian magazines and then compared, in their visual and linguistic perspective, to the corresponding Slovene advertisements. All important situation-specific parameters, such as social stratification of magazine readership and product category, are taken into consideration. The comparison has shown that advertising language is strongly based on cultural and social parameters, but despite some cultural differences between the Canadian and Slovene value system, globalization is clearly present in the advertising field. Therefore, only few product specific cultural differences in language could be determined in the analysis.

Keywords

oglaševanje;družbeni vidiki;kulturni vidiki;kultura;individualizem;kolektivizem;družbena slojevitost;globalizacija;

Data

Language:	English
Year of publishing:	2010
Source:	Maribor
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FF - Faculty of Arts
Publisher:	[S. Jurečko]
UDC:	811.111(043.2)
COBISS:	18083080
Views:	1978
Downloads:	161
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Slovenian
Secondary title:	Social and Cultural Aspects of Print Advertisements in English
Secondary abstract:	Skozi stoletja je oglaševanje postalo zelo prefinjena in prepričevalna oblika komunikacije. Zaradi svoje prepričevalne narave se hitro prilagaja in tako vpliva na različne družbene skupine znotraj ene države. Diplomsko delo trdi, da so družbeni in kulturni vidiki previdno vtkani v retorično in vizualno strukturo oglasov, ker je družbeno in kulturno pogojeno oglaševanje bolj učinkovito. Osnovni namen je poiskati kulturno pogojena prepričevalna orodja v besedilu oglasa, zato delo natančno opredeli vzajemen odnos med jezikom in kulturo ter hkrati poudarja dve kulturni dimenziji, kolektivistično in individualistično. Definirane so tudi najpomembnejše značilnosti zahodne kulture, kot na primer vidika 'nizkega in visokega konteksta'. Reklamne oglase šestih kanadskih revij smo primerjali s primernimi slovenskimi reklamnimi oglasi glede na njihovo zunanjo in jezikovno podobo. Pri tem so bili upoštevani vsi pomembni situacijsko specifični parametri, kot so družbena slojevitost bralstva in tip oglaševanih izdelkov. Primerjava angleških oglasov z njihovimi slovenskimi različicami je pokazala, da je oglaševalski jezik prežet s kulturnimi in družbenimi parametri, vendar je kljub nekaterim kulturnim razlikam med kanadskim in slovenskim sistemom vrednot očitna prisotnost globalizacije. Analiza oglasov je tako pokazala zelo malo kulturnih razlik v načinu oglaševanja, ki so vidne le pri oglaševanju specifičnih izdelkov.
Secondary keywords:	angleščina;oglaševanje;družbeni vidiki;kulturni vidiki;kultura;individualizem;kolektivizem;družbena slojevitost;globalizacija;diplomska dela;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Filozofska fak., Oddelek za anglistiko in amerikanistiko
Pages:	101 f.
Keywords (UDC):	language;linguistics;literature;jezikoslovje;filologija;književnost;linguistics and languages;jezikoslovje in jeziki;languages;jeziki;germanic languages;germanski jeziki;english language;angleščina;
ID:	19032