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The use of language in digital discourse for marketing has rapidly developed through mass media. This paper elucidates how advertisers employ various pragmatic strategies to persuade the recipient to act (behavior) by purchasing specific products. This study utilized different theoretical and conceptual frameworks (Theory of Reasoned Action and Aristotle's Models of Persuasion) to address the shortcomings of the social cognitive approach in studying persuasion, to investigate how language of advertisements can influence the recipient's thinking of a product from a psychological perspective. Guided by the principles of TRA, the present study argues that persuasion in advertisements is structured by three dimensions: attraction (through language features and appeals), evaluation (through beliefs, attitudes, and intention), and behavior (social acceptance or reluctance). This study revealed eight persuasion techniques employed by advertisers including demonstrating distinction, honoring commitment, expressing authority, hyperbolizing, glorification, providing proofs, expressing solidarity, and proving success. Showing distinction and Honoring commitment were the most frequently used strategies. Additionally, the study found that strategies of persuasion involved ethical, logical, and emotional appeals for their large effect on the recipient as they contribute to the recipient's positive evaluations. Appealing to reasoning (logic) is the most common one in slogans.

In this study, since no candidate received more than fifty percent of the votes in the TRNC Presidential election held on October 11, 2020, the election campaign visions of the candidates who made it to the second round and their latest commercials were analyzed using discourse analysis. For this purpose, the political advertising campaign contents of Mustafa Akinci and Ersin Tatar, who made it to the second round of the Presidential election, were examined under the four headings of language clarity and understandability, transmission of political messages, informative content, political ethics and impartiality, which are four items within the scope of educational language in political advertising, and their contribution to the election result was evaluated.

With borders reopening after the COVID-19 pandemic, the travel industry has employed different methods to attract potential customers. One of the popular promotional strategies is advertorials. This study examines 75 travel advertorials from "the Telegraph," a national daily newspaper in the UK, to address two objectives -- 1) to identify moves and steps used in these advertorials and 2) to investigate the moves' typicality and cyclicity. The findings reveal six moves along with some steps. Apart from the headline to attract readers' attentions, key components in travel advertorials include descriptions of the destination and service, reasons to buy the product and advertiser's contact details. On the contrary, pricing incentives are not highlighted. The findings could be beneficial to both students and ESP practitioners especially those who are involved in writing promotional materials. Guidelines for travel advertorial writing could be developed for ESP classroom teaching and professional trainings whereby learners can grasp the organizational structure and be aware of the typicality and cyclicity of moves used in travel advertorials.

The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand's version of masculinity to men. The researchers analysed consumer comments posted on advertisements where masculinity is a prominent subject on the YouTube platform. By applying Nvivo 11, qualitative data analysis software, the researchers used qualitative content analysis, sentiment analysis, and discourse analysis to understand consumer perceptions of various brands' efforts in presenting their version of masculinity to consumers. The results showed that when commenting on the advertisements, consumers take into consideration the entire context of masculinity and the contemporary notions of it in society, media, popular culture, and competitor's advertisements. In addition, the results showed that masculinity in advertising has such a significant interest for the consumers that the product discourse does not get any noteworthy importance.

In line with the concept of mobile learning in English Language Teaching (ELT), the aim of this research is to explore how Iranian ELT practitioners take advantage of social media to propose supportive and impactful language learning programs by adhering to persuasive linguistic devices. The research design is nonexperimental and explorative. ELT-related commercial videos and pictures were identified on social media platforms, including Instagram, Facebook, TikTok, and YouTube. We delved into the syntactic and pragmatic features of the data on ELT-related ads to identify the persuasive techniques and strategies these ads resort to for attracting language learners to online classes and services. To analyze the data, the widely-used and acknowledged Cialdini's (The psychology of persuasion, Quill William Morrow, 1984) principles of persuasion are employed. The results manifested that 'reciprocity' and 'scarcity' were the most used persuasive strategies, while 'commitment and consistency' and 'consensus' were the least favorable persuasion principles in these ads. The analysis of the Iranian ELT-related ads indicated that the language used within this context is purposeful and strategic. A contextual investigation of the ELT-related ads on social media can meaningfully contribute to social practices underlying English language pedagogy and digital literacy.

With its tourism industry becoming the main source of income of the country, Thailand has put an emphasis on promoting tourist destinations to foreign tourists via different channels including online resources. The Tourism Authority of Thailand (TAT), a state agency in charge of tourism promotion, provides useful information of attractions in Thai and other languages on their webpages. This paper attempts to analyse the tourism discursive elements as posited by Durán Muñoz (2012) and Dann (1996) in the English version of the TAT webpages on Bangkok and to analyse how these components are translated. The study found few uses of the tourism language characteristic in the translated version as the result of the moderate uses of these constituents and the exclusion of certain Thai texts in the translation. The investigation also found that these linguistic tools are both literally translated and adapted. While the original meaning is preserved by literal translation, adaptation tends to heighten the tourism discourse quality in the translated text yet alters the original meaning.

This paper aims at exploring the different modes of persuasion used in English and Arabic advertisements that mainly address women. The research adopted a qualitative research design with the content analysis approach to prepare a study based on the modes like rhetoric, discourse analysis and persuasion strategies. The study hypothesized that language is a common factor and the content depends much upon the choice of words and phrases and their meaning. A total of fifty magazine advertisements (25 Arabic and 25 English) were randomly selected from different Arabic and English magazines which were published between the periods of September 2019 and March 2020. Findings The analysis suggests that both groups of magazine advertisements employed several modes of persuasion that prompt women to purchase their products and brands. With regards to Aristotle's modes of persuasion of ethos, pathos and logos, it was found that both English and Arabic ads used them most creatively to address the women products. The study implies that any rational mode that uses rhetoric or persuasive strategies depends on providing scientific arguments and statistical information. It also implies that persuasive strategies can be applied to women products within the social and cultural limitations by making use of lexical and figurative aspects of a language.

The objectives of this study are to investigate verbal and visual semiotic resources employed as well as the cultural aspects embedded in the online soft drink advertisements. The data of this study was selected from the U.S. official soft drink brand Coca-Cola Instagram account (@cocacola), and a total of 58 advertisements were analyzed. Three analytical frameworks were employed to analyze the data. First, Nilsen (1979)'s phonetic devices framework was used for verbal resources analysis. Second, Kress & van Leeuwen (2006)'s and Harrison (2008)'s social semiotics frameworks were adapted for analyzing visual resources. Third, Hofstede et al. (2010)'s cultural dimensional model was employed to discuss the cultural aspects in the advertisements. The analysis of the verbal resources in the advertisements reveal two types of phonetic devices: alliteration and assonance. For the visual analysis, the advertisements tend to use the brand's color, red, instead of a logo to make the brand memorable. The representative participants (RP)' positions and gazes also give the sense of equality between the viewers and the brand. Most of the advertisements use visual resources that complement the verbal resources in order for the advertisements to be coherent as well as being able to convey the embedded cultural aspects. Two cultural aspects out of six were found: masculinity and indulgence. In addition, the study also found religious aspects embedded in the data.

English is regarded as a key to globalization or internationalization and future success for Taiwan and its people. One of the most extraordinary results of English-as-the-global-language of English teaching and learning in Taiwan is private English language schools are ubiquitous. Research into how private English language schools weld together English-as-the-global-language and English teaching and learning has yet received much attention. This study aims to investigate how Taiwan's private English language schools' television commercials market English-as-the-global-language and what the underlying ideologies of English-as-the-global-language are. Exploring the ideology of English-as-the-global-language, Critical Discourse Analysis was employed herein to analyze 106 private English language school television commercials produced from 2000 to 2020 in Taiwan. The results indicate that English as the key to internationalization and future success is an ideology. Moreover, the ideological concept of English-as-the-global-language is central to English teaching and learning ideologies in Taiwan, such as an early start in English learning, English-only as the ideal English teaching method, and native-speaker norms in English teaching and learning.

This article presents an ecolinguistic framework for analysing advertising and applies it to a wide range of TV advertisements for Coca-Cola. This particular product was selected because of well-publicised criticisms of its impact on health and the environment. The framework classifies advertisements into one of five types: classic-type, identity-type, narrative-type, cause-type, and counter-type, with many advertisements being hybrids of more than one type. The analysis uses multimodal discourse analysis to reveal underlying messages behind the advertisements, and judges these according to an ecosophy based on the World Health Organisation's concept of One Health. The aim of the analysis is to reveal linguistic and multimodal features that are used to persuade people to purchase products which potentially harm both the consumer and the environment. The results can be practically applied in critical language awareness materials that can promote healthier and more environmentally beneficial purchasing. [ABSTRACT FROM AUTHOR]

In this essay, we explore the ways in which argumentation theory can be applied to multimodal advertising. In our discussion we emphasize "auditory" advertisements: advertisements that depend on non-verbal sounds. We show how key tools developed by argumentation theorists (KC tables, argument diagrams, and argument schemes) can be used to analyze and assess advertisements of this sort. Doing so demonstrates one way in which standard methods of argument analysis and evaluation can be applied to one important multimodal genre. [ABSTRACT FROM AUTHOR]

Background: Advertising is one of the most important solutions that health centers and medical services around the world use to try to encourage public opinion to create a positive attitude towards preventive measures and vaccination. This study has been done with the aim of text analysis of billboards and infographics related to promoting preventive behaviors and vaccination against the coronavirus pandemic and providing solutions and models for preventive information and advertising in the field of health. Methods: The study method in this research is a combination of qualitative and content analysis. Data collection was done in a targeted manner. The sample size includes 33 advertising billboards and infographics. Data collection has been done through searching the sites and websites of health networks and medical education centers in Iran, taking pictures of infographics and billboards in public places, and also receiving archive files of pictures from the public relations of health networks and medical services. The data was collected from February 19, 2020 to December 30, 2022 (the time frame of the pandemic and public vaccination program in Iran). The data was analyzed based on the three-dimensional discourse analysis theory of Fairclough. Then, an online survey about promoting preventive behaviors and vaccination against the coronavirus pandemic in the format of billboards and infographics was designed in SurveyMonkey and its link was provided to the audience through virtual networks and other platforms. The age group of people was selected from 18 to 70 years. Considering that the number of participants should be representative of the entire community under investigation, therefore, based on Cochran's formula, the sample size was equal to 350 people. Finally, users' opinions were analyzed using descriptive statistics. The assessment of validity involved experts in infection control and linguistics. The reliability of the measurement, determined through the Cronbach's alpha internal consistency coefficient, yielded a coefficient of 0.968. Results: The results show that among the four linguistic components of words, syntax, coherence and text structure; "live metaphors", "pronoun "we", "collocation and reference", and "attitude markers" have the most impact on the audience. The frequency percentage of the data shows that these language elements have tremendous power in attracting the audience to perform preventive behaviors. The results show that the language reflects the culture, opinions and needs of people in the society. Also, the results show that encouraging people to perform preventive behaviors should be through the integration of medical information with motivational linguistic factors in order to attract the audience more. Conclusions: It can be concluded that the use of the appropriate pattern of medical advertising discourse and correct communication strategies, will help public participation in the field of epidemic control. The language of effective health education and health communication during an epidemic must be related to the ways of thinking and speaking of ordinary people. Also, words with metaphorical and ironic meanings have a high potential to influence the health performance of people in society and increase public awareness of health communication. Therefore, using them to create a new value system with the aim of controlling and overcoming the consequences of the epidemic is very effective. [ABSTRACT FROM AUTHOR]

For several decades, video games have been characterized as new forms of art and, at the same time, they are important elements of mass consumption, creating a highly successful industry with millions of fans around the world. But during its first decades of commercialization in the domestic sector, the content of video games was limited in terms of its graphic power, and its advertising resorted to the use of hand-drawn covers to better represent the game content. What is proposed is that art was used strategically to generate desire for consumption, therefore, the purpose of the work will be to reflect on the social uses of art focused on consumption, through the analysis of the discourse of some video game covers in the 1980s. [ABSTRACT FROM AUTHOR]

Copyright of Revista de Ciencias Sociales (13159518) is the property of Revista de Ciencias Sociales de la Universidad del Zulia Venezuela and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Utilising the content and discourse analyses, the article aims to reveal the shared rhetorical linguistic tactics employed in 16 slogans from WHO's Immunisation Week campaigns (2013-2023) to proficiently communicate messages. Slogans are vital for promoting vaccination in public health initiatives. The analysis reveals graphical, phonological, lexical, syntactic, and semantic features of slogans. Graphically, partial capitalisation and hashtags enhance visibility and engagement. Phonological features include alliteration and assonance, creating memorable rhythms. Lexically, inclusive language and action verbs motivate and persuade. Syntactically, imperative verbs, parallel structures, repetitions, and ellipses enhance impact and memorability. Semantically, puns, personifications, metaphors, and antitheses add depth and engage the audience. The findings inform future campaigns, facilitating the development of impactful slogans to combat vaccine-preventable diseases. [ABSTRACT FROM AUTHOR]

This discursive study explores the portrayal of empowering women in advertisements, shedding light on the evolving narrative within the realm of marketing and media. The analysis delves into the discursive strategies employed by advertisers to construct empowering representations of women, examining linguistic, visual, and cultural elements. Through a comprehensive review of diverse advertisements, this study investigates how these portrayals shape societal perceptions of women's roles and identities. The research seeks to unravel the underlying discourses that either challenge or perpetuate traditional gender norms, assessing the impact of these representations on both individual and collective consciousness. By critically examining the discursive dimensions of women's empowerment in advertising, this study provides insights into the socio-cultural implications and the potential role of advertisements in fostering positive societal change. [ABSTRACT FROM AUTHOR]

Historically, negative attitudes, prejudices, and stereotypes about mental illnesses have prevailed, and this information has been inherited from generation to generation. The influence of media content has played a significant role in conveying and spreading information about mental illnesses. The aim of this study is to examine the discourses produced about the disease in question through representations of depression in advertisements and to evaluate the relationship of these discourses with the stigmatization process of individuals with depression. Through purposive sampling, three advertisements for chocolate/chocolate products by the brand "Eti" were selected. In this qualitative study, the advertisements were analyzed using Fairclough's critical discourse analysis. The analysis of the advertisements was conducted through four themes: the discourse of the depressive woman, the discourse of loneliness, the discourse of humor, and the discourse of consumption as a treatment. In the advertisements examined, depression is represented as a disease seen only in women that can be cured by consuming chocolate, humorous narrative is preferred, and the disease is placed in a position far from seriousness, in line with the common view in society. As a result, the representations of depression in the analyzed advertisements align with negative attitudes, prejudices, stereotypes, and discriminatory views entrenched in society regarding depression. These negative thoughts maintain their existence by being fed through advertisements and are deeply embedded in the social and cultural structure. This situation reinforces the stigmatization process of individuals suffering from depression. [ABSTRACT FROM AUTHOR]

This paper analyses the advertising discourses about social commitment in Spanish. Businesses express trough them their values and describe their activity for helping in any social cause, such as environment, sustainable economy, decent jobs, or human rights. These are texts found on company websites and are usually longer than many other types of messages realised by any business. The argumentation is not aimed directly at sales, but at improving the public image of the company itself. This image-work in turn serves as an argument for users to trust the company. Due to this special argumentative activity, this research pursues to identify the main mechanisms of textual construction aimed at this persuasive purpose. To this end, a macrosyntax model is applied. This presupposes the existence of a discourse grammar and defines textual units, categories, and functions from a pragmatic approach. This model allows to explain the main discursive phenomena which create this type of advertising texts, such as a moderate density of information, a low hierarchisation of information, the use of topics, a tendency to express coordination or the abundant use of gerunds. [ABSTRACT FROM AUTHOR]

One of the biggest global challenges is the international movement of people. For this reason, the 2030 Agenda recognises the importance of migration for development within its Sustainable Development Goals (SDGs) and their respective targets. The objective of our analysis is to investigate the new situation introduced by the 2030 Agenda in relation to migration processes in the media, in this case based on eight leading Spanish newspapers between 2014 and 2021. This study uses the quantitative content analysis methodology and the framing approach. As frames, it uses the five themes proposed by the 2030 Agenda: People, Prosperity, Planet, Peace, and Partnerships. It is interesting to note that seven years after the 2030 Agenda was launched, the SDGs are not often cited by the Spanish press to analyse and discuss the migration phenomenon from a sustainability perspective. Moreover, it is observed that discourses on migration in terms of sustainability present a clear political approach that emphasises the framework of international partnerships and agreements in economic terms, a fact that can contribute to a change in audiences’ perception of the migration phenomenon. On the other hand, it should be noted that the frames chosen by newspapers to talk about the migration phenomenon coincide with each other, although slight differences can be observed in the themes and use of sources.

Best practice and descriptive research claim that presuppositions, such as the "too" in "#MeToo," increase the persuasiveness of arguments. Surprisingly, there is hardly any causal evidence for this claim. Therefore, we tested experimentally if advertisements and political statements with presuppositions are more persuasive than equivalent assertions. In 1999, Sbisà already theorized that "persuasive presuppositions" incidentally urge addressees to extend their (ideological) knowledge to make true the unstated assumptions writers have about what their addressee knows, which leads to greater agreement. Following Sbisà, we hypothesized that the persuasiveness depends on the addressee's need and willingness to accommodate the presupposed content. In three experiments, we manipulated (a) the presupposition trigger using either the German additive particle auch "too," the iterative particle wieder "again," or factive verbs compared to assertive equivalents and (b) the preceding discourse context which supported the presupposition or not. Results show that presuppositions are perceived as more persuasive if they convey discourse-new information, largely irrespective of addressees' ideological involvement. Also considering eye-tracked reading, we suggest that the integrative cognitive process of presupposition accommodation initiates their persuasive edge. The findings imply that persuasive communication benefits from the use of lexically conveyed presuppositions if they are sufficiently informative to trigger accommodation. [ABSTRACT FROM AUTHOR]

Cosmetics advertising provides a rich field of analysis in terms of pragma-linguistic and multimodal communication, as well as different degrees of persuasion and language creativity. This paper is a case study of Bobbi Brown Cosmetics through the multimodal discourse analysis framework. It employs different deconstruction tools as research variables: the AIDA persuasion pattern (attention, interest, desire, action) in ad constituents, deixis, disjunctive grammar, tropes, and elements of visual semiotics. The analysis will provide insight for master students who intend to develop a career in public relations as copywriters, helping them to understand the persuasion attainment and the potential of strategies and techniques used in advertising communication. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Anbar University for Languages & Literature / Magallat Gami'at Al-Anbar Li-Lugat Wa-al-Adabl is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Sociological Context / Sosyolojik Bağlam Dergisi is the property of Journal of Sociological Context and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This paper explores the dynamics of women's fashion marketing in advertisements and promotional materials related to Western ideas, materials or products, published in interwar Bucharest. The aim is to ascertain the degree and nature of Western women's fashion influence in interwar Romania as a reflection of larger social, political, cultural and economic phenomena at a local, regional, European and global level. The study also offers an overview of the various individuals and entities involved in the textile and fashion industry of interwar Bucharest, with various budgets and means of propagation, and possible ethical and accuracy concerns regarding their messaging. Also discussed are the major trends in interwar Romanian advertising in relation to the West, namely the import of ideas, raw materials and finished goods. The recourse to semiotics and discourse analysis offers a wider understanding of interwar Romania through the lens of fashion as marketed to interwar Bucharesters, covering all aspects relevant to the fashion industry, from conception, production and dissemination to consumption and interpretation. [ABSTRACT FROM AUTHOR]

Pentecostalism is one of Nigeria’s most rapidly growing movements, with approximately 40 million adherents. Religious leaders or pastors, and prophets who have become household names in Nigeria are mainly responsible for the popularity of this movement. The pastors /prophets have distinct ways of presenting themselves and interpreting the gospel, thus separating themselves from other churches and pastors/prophets. This situation has lent itself to a particular type of church advertising where religious leaders take a giant posture in all church-related advertisements. While earlier studies have focused on church commercialization and analysis of church advertisements, this study differs slightly in that it dwells specifically on the centrality of the ‘man of God’ in almost every activity of the modern Pentecostal church. The study argues that church advertising in Nigeria relies more on the charismatic influence of the pastor than on spiritual benefits such as healing and blessings that churches often claim to deliver. This article is part of a larger study, which used multi-modal discourse analysis as a theoretical framework to analyse 15 Pentecostal church advertisements. However, for the purpose of this analysis, we only refer to five (5) adverts that reflect the role of the man of God in church advertising. The results show that Pentecostal church advertising focuses more on the person of the man of God (his/her charisma and spiritual power) rather than that of God or Jesus Christ. [ABSTRACT FROM AUTHOR]

This article aims to analyse the way in which the media and the discourses that are formulated and circulate in it appear in the theoretical-analytical reflections proposed by Michel Pêcheux, in the theory of discourse analysis. Specifically, it considered two points: a) the way in which media discourses are mobilized in texts by Pêcheux and other researchers related to him, in their productions on the French scene, between the late 1960s and early 1980s; b) the way in which these reflections that permeate the Pecheutian work found resonance from the reterritorialization of discourse analysis in Brazil, resulting in analysis of diverse corpora and theorizations about the journalistic, advertising and digital discourse. [ABSTRACT FROM AUTHOR]

Copyright of Diversitas Journal is the property of Diversitas Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Nasleđe is the property of University of Kragujevac, Faculty of Philology & Arts and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Estudos em Comunicação is the property of Labcom / Universidade da Beira Interior and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study analyses the visual construction of girls and notions surrounding young femininities articulated by 15 contemporary advertisements of Nordic fast fashion companies, available on their public Facebook pages in Finland. A visual discourse analysis identifies some blatantly stereotypical and a few complex visual constructions of girls as heterosexual, caring, innocent, sexy posers, active self-presenters and self-surveyors, carefree and environmental activists. The implications of our findings, particularly in shaping societal notions surrounding girls, are discussed. The study contributes primarily to the research field of visual commercial representation of girls by unpacking how their complex portrayals can create an equivocation that eventually resurrects stereotypes surrounding young femininities. It advances studies on Nordic consumer culture by highlighting that girls' portrayals by Nordic companies may not clearly reflect the values of state feminism. The study can benefit marketers by sensitising them to how the complex visual representations of girls may (re)produce stereotypes. [ABSTRACT FROM AUTHOR]

Retailers strove to find a way to better communicate with consumers between 2020 and 2021. The pandemic raised some walls against their struggles because of people's fear, distrust, and new demands. In the first stage of this unusual lifestyle, buyers looked for new manners of living and even surviving. Then, they tried to adapt to unexpected opportunities to alleviate their daily existence. This study aims to analyse the evolution of Kaufland communication in terms of strategy between March 16, 2020, and December 2021. We wanted to find out how a specific retailer organized its communication in Romania during the pandemic, because taking into consideration that Kaufland is quite successful in the local market, meets most clients' demands, whose opinion about their products is usually positive. Concerning research methods, we conducted a multimodal discourse analysis focused on online ads delivered on Instagram, investigating them at the extralinguistic and linguistic levels. The study aimed to compare the lockdown and the post-lockdown Instagram campaigns to reveal such issues: global and local aspects, the balance between the rational and emotional approach of the retailer, tone of voice, and even main topics. Our purpose consisted in comparing the first pandemic year with the second one when consumers started learning how to deal with this new challenge in their life. The research outcomes confirmed that Kaufland re-considered its position in the Romanian virtual community, helping people to better cope with unexpected hardships in their lives by using corporate social responsibility communication strategies and an emotional approach in most advertising campaigns. [ABSTRACT FROM AUTHOR]

1.INTRODUCTIONIn rhetoric, the secondary meanings of the sentences are discussed. In the same way, in modern rhetoric, one can find theories that deal with this matter and are looking for ways to help them understand the secondary meanings of sentences. The sum of these theories is studied in a branch called pragmatics. Grice Cooperative Principles (1975) is one of these theories. After Grice, other theorists developed his Cooperative Principles. Leech (1983), Brown, and Levinson (1987) were among those who helped complete Grice's Cooperative Principles by introducing Politeness Principles. In conversation analysis based on Politeness principles, the role of each interlocutor in the continuity of the conversation and respect for the other party is measured. Different discourses can be analyzed on this basis. One of the most common discourses in today's society is the discourse that commercials create in society. TV commercials are one of the most effective methods of advertising as a public and popular media. At first glance, every commercial seeks to advertise its desired product, and in order to achieve its goal, which the introduction of the product and convincing the audience are the most important of them, is designed and distributed. But it should be noted that behind this face, it introduces a discourse into society that can have many positive and negative effects on the culture of that society. 2.MATERIALS AND METHODSIn 1967, Grice proposed the theory of conversational Implicature and in 1975 in the paper entitled Logic and Conversation, he proposed a more advanced theory of the Cooperative Principles, or CP. Grice considers the four basic principles necessary for conversation, these four principles are quality, quantity, relation and manner of expression, which together form Grice's Cooperative Principles.Grice's Cooperative Principles, as a basic theory, have been reviewed by many. One of these people is Leech (1983) who believes that Grice's solutions are not enough to study conversations and therefore has proposed the Politeness Principles as a complement to Grice's Cooperative Principles. Brown and Levinson (1987) are other theorists who have theorized about the Politeness Principles and the completion of Grice's Cooperative Principles. Before addressing the principles of Leech (1983), Brown, and Levinson (1987) Politeness Principles, it is necessary to explain some interpretations and terms. One of the concepts that is considered in the Politeness Principles is the concept of face, followed by the face threatening act and the face-saving act. Attitude in technical terms, it means the general self-image of a person and refers to the emotional and social aspect of the person that each person has and expects others to recognize it. There are generally two types of images: negative and Positive; negative means the need to be independent of others and positive means the need to be associated with them. According to Brown and Levinson, politeness is about respecting another's face and using strategies to avoid threatening his face. They define four strategies for using face-threatening actions: on record, positive politeness, negative politeness, and off record. 3.RESULT AND DISCUSSIONThe body of this research is formed by three commercials of "Dorto" dishwashing liquid that have been broadcast on various Iranian TV channels for about three years, and considering this relatively long period, its discursive role should not be neglected. In a number of conversations of these advertisements, Politeness Principles have been violated and the face of the other party has been threatened, and by this, they have hidden a discourse far from politeness in their deep-structure. In these advertisements, according to the principles of Leech, the Maxims of Approbation, Modesty and Agreement have not been observed, and according to the principles of Brown and Levinson, people have used strategies such as on record expression, which is the most threatening face. Although in some conversations they have tried to use negative and positive strategies, by violating the principles of Leech Principles, they have threatened the other party and caused tension in the conversations, thus creating an impolite discourse.All three of these ads focus on the party. Parties that are accompanied by tension and unhappiness when the guest arrives at the landlord's house and make the landlord's family members suffer. Aunt frowns, Violating the Politeness Principles, the man says to the woman: "Did you not wash with Dorto?"; The child apologizes for borrowing dishwashing liquid; All of this creates a discourse that turns value into anti-value. If the child did not lend the dishwashing liquid to the neighbor, it would not have caused all this discomfort, and even earlier, if the family members had not invited guests, they would not have had to endure this reprehensible atmosphere. This is the discourse that this ad depicts for the audiences. 4.CONCLUSIONAnalysis of people's conversations in three Dorto dishwashing liquid commercials based on pragmatics showed that the discourses created in these ads are inconsistent with Iranian and Islamic culture and promote distasteful cultural values. The non-observance of the principles of cooperative and politeness in the conversations of individuals in these advertisements has created a discourse that leads to aversion to the discourse recommended in Iranian and Islamic culture, which is hospitality. Another value that has become anti-value in these conversations is the tradition of lending in the recommendations of Iranian and Islamic culture. Based on the research findings, in a number of conversations of these advertisements, Politeness Principles have been violated and the face of the other party has been threatened, and by this, they have hidden a discourse far from Politeness in their deep-structure. Cultural issues must be considered in advertisements because they inadvertently initiate a discourse into the culture of society, which can have many destructive consequences. According to the results of this study, it seems that TV commercials need more attention and review from a cultural perspective.

This study focuses on the recent increase in the use of older celebrities in cosmetics advertising. It asks what kinds of ideas and values these images may attribute to discourses of ageing. Drawing on a Multimodal Critical Discourse Analysis (MCDA) perspective, this study focuses on L'Oréal UK and Ireland Web advertisements, examining how these advertisements use older celebrities to redefine/reposition ageing and exploring how they relate to the notion of 'successful ageing'. In these advertisements, using cosmetics is presented as a positive, empowering choice. The advertisements simultaneously promote new discourses about ageing in which older women's sexuality is presented as a form of power. However, the analysis shows that the underlying discourse pathologises ageing and presents ageing as something which can be evaded through the consumption of cosmetics. It thus turns ageing into a choice, but one where the 'right choice' aligns with neo-liberal ideas about ageing well. For women, decision-making about ageing seems to be a never-ending process that requires constant construction, promoted through the older celebrity's sexualisation. Women are expected to always look good and present the best versions of themselves, even at the latest stages of life, which reproduces and legitimises sexist and ageist expectations about women's appearances, including the expectations that for older women to remain visible and attractive, they must hide outward signs of ageing. [ABSTRACT FROM AUTHOR]

Advertising discourses are conceived as processes of production of meaning and symbolic significance that establish socially and culturally. The objectives of our study are based on interpreting the latent mythical foundations that are present in the discursive representation evoked by the Nike corporation. The methodology used is based on Norman Fairclough's critical discourse analysis and the multimodal discourse analysis approach. The conclusions corroborate that the sports celebrity acts as a cultural artifact that instrumentalizes the imaginary of the brand based on the social realities of our time. [ABSTRACT FROM AUTHOR]

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This article explores the role of the media as a discursive tool in the commemoration of Bangladesh's war of liberation. The author critically engages with the notion of mediated memory in the foreground of corporate nationalism. Through a discourse analysis of print advertisements published in Bangladeshi newspapers on the country's Independence and Victory Days over five decades, she traces the use of nationalism in advertising discourse and the shift from a development-oriented approach to corporate nationalism, with the underlying theme of glorification of war. The study found that nationalistic-based discourse is a key theme of Bangladeshi advertisements published on its days of national significance – history and its heroes, symbols and images, poetry and song, are all used to invoke a banal nationalism. These discursive constructions depend largely on the political context but, as long as the political line is adhered to, advertisers are free to use nationalistic discourse to promote their brands, products and services. [ABSTRACT FROM AUTHOR]

The global Pentecostal-charismatic movement is pervaded by freestanding, entrepreneurial, initiatives set up by individuals of diverse credentials and convictions who peddle miracles and advice as "goods". Many also use self-promoting or income-generating efforts that in some cases can be crassly exploitative. This article examines 40 posts on two websites set up by self-styled "prophets" in the "prosperity", healing, and deliverance segment of the movement. The prophets proffer healing remedies and advises for a variety of ailments or physical needs mainly related to family, marriage, and infertility. The two websites under study offer readers solutions to marriages, sexual inadequacy, and infertility. Using feminist critical discourse analysis (FCDA), the article unpacks how the advice offered on their advertisements reinforce dominant beliefs around "normal" womanhood. The content of the adverts, testimonials and advice contain purvey gendered norms that reinforce patriarchy, emphasize heterosexuality, reify virginity, and endorse procreation in ways that regulate female bodies. [ABSTRACT FROM AUTHOR]

This paper focused on verbal and non-verbal elements that were found in Chatime advertisements and the meaning of these elements. The data used in this research were taken from Chatime advertisement on the internet. The data were collected by reading and finding the Chatime advertisement. Then, the data collected were classified based on kinds of visual and verbal elements and their meaning found in the advertisement. The method in analyzing the data was descriptive method. There were two types of method to present the result of analysis - they were formal method and informal method. The formal method was used commonly with detail illustration data by using symbol, picture or image of the advertisement. The informal method was the description data in paragraph sentence, or the text found on the advertisements. The result of this research showed that the visual elements found in the Chatime advertisements are in the form of pictures and colors. The types of meaning found in visual elements were conceptual meaning and affective meaning- in this case, those visual elements are intended to be able to affect the customers to buy the product. The verbal elements found in the Chatime advertisements were in the form of phrases and sentences. Those found in headline, body copy, signature line and standing details. Types of meaning found in verbal elements were conceptual meaning, affective meaning and connotative meaning. [ABSTRACT FROM AUTHOR]

Djarum 76 advertisement is interesting to analyze because they show a different concept from other cigarette advertisements. This study aimed to (1) describe language metafunctions, (2) examine visual metafunctions, and (3) explain the relationship between language metafunction and visual metafunction of Djarum 76 advertisements as a multimodal text. The aim of the study was to to describe how Systemic Functional-Multimodal Discourse Analysis is used to analyze the multimodal text of the Djarum 76 advertisement. This study used a descriptive qualitative approach. The result showed that the representational, interaction and composition meaning of the Djarum 76 advertisement entitled “New Normal”. The visual elements of this advertisement are in line with the content, theme, and title of the advertisement, which is dominated by a narrative representational process. The circumstance elements also included details about the advertisement’s plot, such as a description of the scene’s location and time. This advertisement displayed more indirect relationships with the audience, implying that the advertisers do not expect the audience to respond. The most dominant image act in this advertisement is close personal distance. Furthermore, subjective images are the most prevalent perspective. Participants were portrayed as the focus of this advertisement by the advertisers. The participants who are being represented are also given unique characteristics. Sharpness was also used in this advertisement to visualize the participant. In addition, this advertisement used frames as the boundaries of the picture. [ABSTRACT FROM AUTHOR]

The purpose of this article is to address the gendered conception about masculine and femenine that underlies some advertising devices related to food products, which emerged in Argentina during the period of Preventive and Compulsory Social Isolation (ASPO and DISPO, for its acronym in Spanish). Based on the contributions of difference feminism proposed by Luce Irigaray and through the use of methodological tools provided by the analysis of critical discourse, from a socio-anthropological perspective, the focus will be placed on those arguments that contribute to the sociocultural production and reproduction of stereotypes off gender in food advertisements, which sediment phallogocentric conceptions. [ABSTRACT FROM AUTHOR]

Advertising is an interesting discourse to attract public attention. Advertising itself has undergone changes where lately it has focused on the approach side to products, product symbols, personal, and market segments. Not a few online buying and selling sites use advertisements to promote trademarks, for example Tokopedia. Tokopedia provides a variety of products that are needed. Tokopedia Advertising Discourses are produced to attract consumers to use or buy the products offered. The emergence of popular artists in online store advertisements is a current trend. No need to be surprised if Indonesia uses Kpop artists in marketing their products. This study used a descriptive qualitative method. The data is taken from Tokopedia's e-commerce advertisement in collaboration with Korean girl group Blackpink. The object used in this research is an advertisement from the online shop Tokopedia collaborating with a Korean girl group, namely BLACKPINK with the theme Tokopedia x Blackpink by discussing the discourse structure of Teun A. Van Dijk in 3 aspects, namely superstructure, micro structure, and macro structure. Discourse analysis research on Tokopedia advertisements using Van Dijk Theory shows that the three parts has succesfully appear in Tokopedia advertisements. From the analysis that has been done, it shows that the material owned by Tokopedia ads is complete and the advertisement is able to describe the message that the advertiser wants to convey to the audience which are the benefits and special events. [ABSTRACT FROM AUTHOR]

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This paper aims at exploring the different modes of persuasion used in English and Arabic advertisements that mainly address women. The research adopted a qualitative research design with the content analysis approach to prepare a study based on the modes like rhetoric, discourse analysis and persuasion strategies. The study hypothesized that language is a common factor and the content depends much upon the choice of words and phrases and their meaning. A total of fifty magazine advertisements (25 Arabic and 25 English) were randomly selected from different Arabic and English magazines which were published between the periods of September 2019 and March 2020. The analysis suggests that both groups of magazine advertisements employed several modes of persuasion that prompt women to purchase their products and brands. With regards to Aristotle's modes of persuasion of ethos, pathos and logos, it was found that both English and Arabic ads used them most creatively to address the women products. The study implies that any rational mode that uses rhetoric or persuasive strategies depends on providing scientific arguments and statistical information. It also implies that persuasive strategies can be applied to women products within the social and cultural limitations by making use of lexical and figurative aspects of a language. [ABSTRACT FROM AUTHOR]

The caring mother is one of the most recurring images of femininity in post-war advertising. We examine how mothers are depicted as knowing consumers in advertisements in Australian Women's Weekly and the United Kingdom's Good Housekeeping magazines between 1950 and 2010. Our data suggest that although visual representations of maternal consumer knowledge change over this period, assumptions about the responsibilities of mothers endure in the family-related advertisements in these women's magazines. There is a shift over time, however, from a representation of mothers as passive recipients of advice provided by external experts to a more active representation of mothers as experts themselves within both domestic and private spheres. We trace historically how the trope of the knowing mother works as a visual discursive device that helps to reinforce not just patriarchal hegemony, but a particular form of maternal hegemony. The hegemony of motherhood presents a particularly desirable/idealised femininity. However, this visual depiction also serves to gender the very way in which maternal knowledge is to be used. While maternal knowledge is depicted as changing from being merely intuitive or practical to subsuming the technique of knowledge or prescribed expertise; the purposes for which such knowledge is used remain firmly situated within the maternal/feminine realm of nurturing and caring consumption for the family. Despite shifts in discourse that appear to increasingly value mothers' knowledge—there exists an enduring assumption that mothers should use their knowledge for domestic caring and consumption, ultimately reinforcing a heteronormativity of the use of women's knowledge that subdues even expert knowledge for a domestic purpose. [ABSTRACT FROM AUTHOR]

Chemicals have penetrated everyday lives of men who have sex with men as never before, along with new online and mobile technologies used to seek pleasures and connections. Poststructuralist (including queer) explorations of these new intensities show how bodies exist in the form of (political) surfaces able to connect with other bodies and with other objects where they may find/create a function (e.g., reproduce or disrupt hegemonies). This federally funded netnographic study explored how a variety of chemicals such as recreational drugs, pharmaceuticals and steroids are contributing to the construction of gay, bisexual and other men having sex with men (GBMSM) communities and their interactions with idealized masculinities in the age of increasing technology. Five major thematic categories emerged from our analysis: (1) assembling bodies and technologies, (2) becoming orgiastic, (3) experiencing stigma, (4) becoming machinic and (5) negotiating practices. Our analysis explores how and why GBMSM pursue excesses of pleasure and connection through the assemblages they make with sexualized drug use, online platforms and other men. [ABSTRACT FROM AUTHOR]

Introduction: The educational function of the nursing role is considered an instance of link with the community. Objective: to unveil health promotion practices based on educational radio advertisements of nurses in 1983 in Chile. Material and method: qualitative perspective, with linguistically oriented discourse analysis, and review of the literature in databases: Scielo, Google scholar, Science direct, with keywords: community health nursing, role of the nurse, health education, history of nursing. Results: the education function in the nursing role shows power edges and is associated with the political context of the time. The care of the child and the family is associated with the responsibility of the woman, with explicit instructions that the mother must comply with in order to obtain optimal health for her children. Hygiene measures such as hand washing are strongly instilled in the prevention of infectious - contagious diseases. Discussion and Conclusion: Health promotion, exercised as a radio educational activity, was an alternative for linking and channeling with the most vulnerable population, to achieve states of family well-being and made it possible to make visible the educational function of the role of professional nurses. [ABSTRACT FROM AUTHOR]

This article analyzes a television commercial for a vehicle, focusing on the production of the enunciator image and constitution of the enunciation scene. The theoretical basis is Discourse Analysis, based on studies by Dominique Maingueneau (2011, 2015a, 2020) on ethos and scenography. Methodologically, it assumes that analyzing discourse is an exercise that engenders the alternation between description and interpretation, in a non-random way, as such movement is based on the imbrication between texts and their socio-historical conditions of production. It develops the hypothesis that this advertising is based on a valued representation, that of the entrepreneur. As for the enunciation scene, it was concluded that the relationship imposed by the advertising scene (company-consumer) is placed in the background, since the receiver of the advertising comes into contact with a scenography that simulates the speech scene characteristic of the coaching. [ABSTRACT FROM AUTHOR]

In this article, based on the theoretical-methodological framework of Discourse Analysis, we analyze advertising pieces that put distance learning (DL) on sale in the market. Such advertisements circulate socially -- although not exclusively -- in the online form. Our objective was to restore, by means of a discursive and materialist interpretative device, (re)interpretation conditions to the process of producing effects of meanings evocable in and through the referred advertising pieces. This restoration was carried out by focusing on how the meanings of education at stake in DL advertising shift the inscription of (distance) learning, moving it away from the process paradigm and leading it toward the product paradigm. This rendering process produces, as an effect, the projection of (distance) learning to the status of merchandise. By means of our analyses, we show that, as merchandise, DL advertising establishes discourses that aggravate the class struggle in neoliberal capitalist society by means of articulation and discursive transversality that (re)direct DL's discursive reduction to professionalization, to effortlessness, to instantaneousness, to the digital form and to jobs, configuring DL as the "new normal" of/ in education. Because of this discursive practice and its impact on society, the discursive devices operating in DL advertising produce a risk to the emancipation of the subject in and through (distance) learning. [ABSTRACT FROM AUTHOR]

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