This paper examines the use of English language concerning advertisements. First of all, I would like to give a brief historical overview and I would like to mention research on advertisements from different parts of the world focusing on language choice, code-switching and the role of English. After that I am going to discuss three issues which are the main concerns of international advertisers. Last but not least, I am going to discuss a study in connection with English in Hungarian advertising.
In order to prove the fact that English is used in advertisements in various ways, I exploited Kirkpatrick’s book about world Englishes which provides a useful assessment to understand the complexity of English in advertisements. Moreover, I also used other books and article which are relevant to my topic.
1. Introduction
The first English advertisement appeared in the London Gazette about 1666 after that the number and style of advertisements grew. In the nineteenth century slogans and trade names became famous. The end of the nineteenth century was the period of industrialization there were many changes both economic and social fields. These changes brought about the growth of advertisements. One of the consequences of industrialization was mass production. In mass production there was completion between companies to gain more and more consumers. In order to grow the number of consumers, companies tried using printing techniques. According to Kirkpatrick, “publishers in the United States realized that income from advertising would lead to lower selling prices for their publications, a realization that soon spread. More and more publications allocated pages of a magazine and newspaper to advertising, and today, ‘two thirds of a modern ...
... middle of paper ...
...ternational company, The occurrence of English words is high. On the other hand, in this case the language of the product connects to the target group because this product would aim at young and well-educated people.
To sum up, Hungarian-only and English-mixed commercials differ in their meanings and the implications they bear. I think finding out ads or commercials is a very complex process and their English language offer a wide range of linguistic research area.
Works Cited
Andy Kirkpatrick. The Routledge Handbook of World Englishes. London & New York: Routledge, 2010.
Crystal, David. The Cambridge encyclopedia of the English Language. Cambridge: Cambridge University Press, 1995.
Kachru, B. B., J. Kachru & C. L. Nelson. The Handbook of World Englishes. Oxford: Blackwell, 2008.
Pétery, Dorottya. “English in Hungarian advertising.” World Englishes (2011): 21-40.
As a consumer of this materialistic country, I can sometimes feel overwhelmed with all of the advertisements that exist and are thrust at me constantly. While some of them can be cute or creative and occasionally put a smile on my face, the majority of them exasperate me with their stupidity. However, when an advertisement is done correctly and the quality of it astounds the viewer, something amazing can happen. People can start to talk about what they have been impressed by, and word-of-mouth creates further advertising. Advertising is a form of art that reaches millions of people at once and can affect their view on not just the product, but on the entire idea of advertising itself.
Language and culture are problematic issues when it comes to international marketing. When a company enters the global markets it has to deal with many issues, which do not exist when it comes to the local market. Language is one of the problems and is always a challenge. Even though English is spoken around the world in most cases it cannot be used as a language for international campaign. Therefore the translation of the campaign into the foreign language is very important.
In the east of Asia lies the sixty second largest country in the world, Japan. It has one of the strongest economies in the world. The Japanese is known for the unique clothing, food, hot springs and cherry blossoms. They have a unique way of life influenced by their culture. A culture would also influence how an advertisement would be illustrated when targeting a specific culture. The way the selling message is disseminated will be altered based on how a culture communicates with one another. This essay will be discussing how the Japanese culture can be captured through advertisements and how advertisements can be adjusted from an Asian audience to suit an American audience.
Georgano, G.N. (2003). Chapter 4: Advertising. In Vintage Years 1920-1930, p.87. US: Mason Crest Publishers
In the increasingly fierce competition for international market, advertising takes place an important role. The design of advertising as one of the most important cultural factors affects the modern society especially in market and economy (Williamson, 1978). To comply with the theme “design as criticism” our group chooses race issue with advertising as the entry point. As we can see, there are more and more campaign use different race people or race issue. We live in a commercial world; we can see advertisements everyday and everywhere. Advertising with racial elements become more and more common at nowadays. So how does these advertisements change our mind? How does race sell? Does it work different in different space or culture? Do the advertisements with different race people changed the consumer to purchasing from 20th century to now on? We also need to think about the reason of people use these popular racial issues in advertising, and also find out the reason of this kind advertising is efficient or not. The purpose of this essay is reveal the research method process and refine the effect of advertisement with race elements in a critical way. In addition, analyze the reason of this kind of advertisement; contextualize the data into the culture background and a specific time, which based on postmodern to now. Moreover, this paper also indicates the reason for changes of the advertisement with racial issue and put it into design area. This not only has implications for graphic design and advertising but also help us understand advertising design in a critical way.
Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...
In today's world of consumerism, there is great competition among businesses to sell their product. It goes without saying that in this complex society exists modern technology that has lead to the development of various media platforms. In turn, these various platforms are used by corporations to advertise their product. On that topic, there are various tools of advertising that corporations implement with their choice of media platform to sell their product more effectively. This paper will analyze the advertising tactics that are present in two poster advertisements, both of Lexus vehicles.
Fromkin, Victoria, Robert Rodman, and Nina Hyams. An Introduction to Language. 8th ed. Boston: Thomson, 2007.
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
Advertisements are a smart tool and technique which is used to promote and sell various products. Using mass media, it aims to persuade potential consumers that there is some sort of direct correlation between the brand and a lifestyle or identity, which is considered enviable. Due to the depiction of various images and words in advertisements, debates regarding the advertisement often arise. Semiotics was initially developed by Ferdinand de Saussaure for the study of language. However, Hodge and Kress recommended that semiotic analysis could also be used as a manner of understanding communication, including media texts. The essence of semiotics is ‘the science of signs, or the study of signs and sign systems’ (O’Shaughnessy
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
Researcher decided to analyze some of the Starbucks advertisement. Researcher found that the simple words, images and design of the advertisement chosen by the advertiser of Starbucks could give strong influence to the viewers and impact the consumers. This research aimed to unfold the meaning behind the language advertisement. This research will be analyzed by using the three-dimensional model by Fairclough (2003) and Kress and Van Leeuwen Visual Grammar design (2006).
Advertising can mean many different things in today’s world. When advertising first was developed it was done by would of mouth and the classic flyer or poster, which is the traditional media. Then it moved up to using broadcast media such as radio to help capture a bigger audience. After that it moved towards the television where an even bigger audience could be reached. Lastly companies started to realize the shear amount of traffic that was generated by the Internet.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.
113-117. 151-195. The. English: A Linguistic Tool Kit, (2012), (U214, Worlds of English, DVD ROM), Milton Keynes, The Open University. English in the World, (2012), (U214, Worlds of English, DVD ROM), Milton Keynes, The Open University.