THE LANGUAGE OF ADVERTISING SLOGANS Anita Flis
, 2009, undergraduate thesis
Abstract: The aim of this diploma paper was to determine whether different advertising slogans share the same language characteristics, first on the level of individual theme groups and within the individual criteria and then on the level of all analysed slogans. Research sample included 125 randomly chosen advertising slogans which were then classified into five theme groups each one having 25 slogans.. These theme groups were then analysed according to the following criteria: type of clauses, personal pronouns and possessive determiners, forms of figurative language and sound devices, number of words in slogans, and frequently used words. The analysis has shown that advertising slogans do share certain characteristics. These characteristics included the domination of two types of clauses and of personal pronoun you and possessive determiner yours. The majority of analysed slogans was also formed with forms of figurative language and sound devices and did not exceed five words in a slogan. Frequently used words were found mostly on the level of individual theme groups and not that often on the level of all analysed slogans, with the exception of the verb to be and the adjective good with their forms.
Keywords: advertising, advertising slogans, types of clauses, personal pronouns and possessive determiners, figurative language and sound devices, number of words, frequently used words
Published: 17.11.2009; Views: 3254; Downloads: 188
Full text (389,90 KB)
CREATIVITY IN ADVERTISINGSimon Horvat
, 2011, bachelor thesis/paper
Abstract: The main focus of this thesis is on the importance of creativity in advertising. In the first part of the thesis we try to define creativity. We look at the different creative thinking methods and provide some techniques for the development of creative ideas. We explain the phases in a creative process, different approaches to creativity, like the Janusian approach, and the usage of creativity templates. Then we try to find an appropriate definition for advertising to separate it from other kind of communications that could be understood as advertising. We provide functional models of advertising in the light of cultural differences and create a connection between creative advertising and successful and effective advertising on the basis of researches. We present the working process in an advertising agency and the people involved in it. In the last part of the thesis we look onto the dialectics of creativity in advertising and explain some of the most creative advertisements and advertising campaigns.
Keywords: advertising, creativity, effectiveness of creative advertising
Published: 25.09.2011; Views: 7271; Downloads: 195
Full text (1,23 MB)
The advertising business : operations, creativity, media planning, integrated communications
Keywords: advertising, agencies, business, USA, legislation, mass media, medium, mass communication, ethics, executives, sales promotion
Published: 01.06.2012; Views: 928; Downloads: 74
Link to full text
Financial Times marketing casebookLevela Rickard
, Kit Jackson
, 2000, higher education textbook
Keywords: consumerism, customer, consumer psychology, communication, market analysis, segmentation, marketing research, market structure, marketing, strategic planning, advertising, sale, sales promotion, personal selling, direct marketing, international business, international marketing, internet, computer networks, international business operation, market mechanism, textbooks, cases, case study
Published: 01.06.2012; Views: 1181; Downloads: 21
Link to full text
E-everything: e-commerce, e-government, e-household, e-democracy : proceedings
Keywords: electronic commerce, government, administration, budgets, democration, computer application, users, electronic money, electronic payments, security, data analysis, information system, information science, business, commerce, models, advertising, Internet, computer networks, electronic mail, services, media, public services, regional policy, cases, retail trade
Published: 01.06.2012; Views: 1322; Downloads: 13
Link to full text
E-everything: e-commerce, e-government, e-household, e-democracy : conference proceedings
Keywords: electronic commerce, CD-ROM, computer diskette, compact disc, government, administration, budgets, democration, computer application, users, electronic money, electronic payments, security, data analysis, information system, information science, business, commerce, models, advertising, Internet, computer networks, electronic mail, services, media, public services, regional policy, cases, retail trade
Published: 01.06.2012; Views: 1073; Downloads: 11
Link to full text
Business marketing management : B2BMichael D. Hutt
, Thomas W. Speh
, higher education textbook
Keywords: enterprises, company performance, marketing, intercompany marketing, customer relationship, management, supply chain, marketing strategy, new products, services, electronic marketing, electronic commerce, planning, globalization, marketing channels, pricing, advertising, sales promotion, Internet, case study
Published: 05.06.2012; Views: 1305; Downloads: 35
Link to full text
COPY ADAPTATION IN ADVERTISING: LINGUISTIC AND CULTURAL ASPECTS OF TEXTS TRANSLATED FROM ENGLISH TO SLOVENEOlena Ivanyk
, 2013, undergraduate thesis
Abstract: We may observe reflections of a particular culture from different prospectives. One of such perspective is the culture of consumption. The easiest way to understand it is to take a deeper look into forms and methods of advertising within it. The main purpose of this graduation thesis is to uncover and analyze differences that appear as a result of translating text advertisements from English to Slovene. Special emphasis is put on additional meaning that appears in target language as a result of translation and the meaning that was lost due to translation.
Theoretical foundation of this work consists of one of the works written by A. L. Becker - Beyond Translation: Essays towards a Modern Philology (1995) – in which he introduces to us notions of meaning exuberances and deficiencies that appear in target language text as a result of the process of translation. Another work that contributed to the theoretical basis is the Textbook of Translation, written by P. Newmark (1988), which describer translation techniques and principles upon which the analytical part of the final thesis was made.
The empirical part investigates the translation of English advertisements into Slovene, taking into account the translational shifts which are due to differences in language in culture. The comparative analysis between English and Slovene written advertisement texts also includes the translation of certain language devices on the level of sentence as well as on the level of text.
As a theoretical foundation about advertising, works written by Myers - World of Ads (1994) - and G. Cook - Discourse of Advertising (1992) were of great value. Both authors approach advertisement texts as a reflection of a particular society's characteristics. They also consider language as such to be the main tool in achieving the effect of persuasion on potential consumers.
Keywords: Advertising, deficiency, exuberance, adaptation, figurative language, vagueness of meaning, culture.
Published: 17.07.2013; Views: 1295; Downloads: 78
Full text (534,58 KB)
MEDNARODNA PRISTOJNOST GLEDE KRŠITVE OSEBNOSTNIH PRAVIC NA INTERNETU – VPLIV ODLOČBE SODIŠČA EU V ZADEVI E-DATE ADVERTISING IN MARTINEZRok Pleteršek
, 2014, undergraduate thesis
Abstract: Internet je globalen medij, ki ne pozna meja in preko katerega se informacije distribuirajo bistveno drugače, kot na primer v tiskanih medijih, na radiu in na televiziji. Diplomsko delo obravnava vpliv deliktov storjenih preko interneta na določitev mednarodne pristojnosti sodišč v okviru Uredbe št. 44/2001 z dne 22. december 2000 o pristojnosti in priznavanju ter izvrševanju sodnih določb v civilnih in gospodarskih zadevah.
Avtor predstavi analizo in pomen odločbe Sodišča Evropske unije v združeni zadevi eDate Advertising GmbH proti X in Oliver Martinez in Robert Martinez proti MGN Limited, v kateri je Sodišče EU prvič postavilo smernice določanja mednarodne pristojnosti, zaradi kršitev osebnostnih pravic na internetu. Odločba Sodišča EU v združeni zadevi je pomemben mejnik, v okviru katere je Sodišče EU omogočilo, da je celotno škodo mogoče uveljavljati tudi v kraju, kjer je težišče spora. S tem je na novo definiralo pravila o tem, sodišče katere države je pristojno za reševanje spora zaradi posega v čast in dobro ime zaradi objave informacij na spletu.
Keywords: eDate Advertising GmbH proti X, Oliver Martinez in Robert Martinez proti MGN Limited, Shevill, kršitev osebnostnih pravic, kiberprostor, mednarodna pristojnost sodišč, Bruseljska uredba I.
Published: 19.12.2014; Views: 1167; Downloads: 278
Full text (355,99 KB)