Transient Analysis for Music and Moving Images: Consideration for Television Advertising

In audiovisual composition, coupling montage moving images with music is common practice. Interpretation of the effect on an audioviewer's consequent interpretation of the composition is discursive and unquantified. Meth-odology for evaluating the audiovisual multimodal inter-activity is proposed, developing an analysis procedure via the study of modality interdependent transient structures, explained as forming the foundation of perception via the concept of Basic Exposure response to the stimulus. The research has implications for analysis of all audiovisual media, with practical implications in television advertis-ing as a discrete typology of target driven audiovisual presentation. Examples from contemporary advertising are used to explore typical transient interaction patterns and the consequences of which are discussed from the practical viewpoint of the audiovisual composer

An analysis of persuasive elements in the English of advertisements in newspapers in Ghana

Text in EnglishAdvertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect.Linguistics and Modern Language

The Use of Persuasive Techniques in the Contents of Ghanaian Advertisement: An Exploratory Case Study of Tasty Tom Ntoso and Alomo Bitters Twa Bi Gye Wo De3 Promo Adverts on United Television (UTV)

The study was undertaken to find out the use of persuasive techniques in the contents of Ghanaian advertisement using tasty tom ntoso and alomo bitters twa bi gye wo de3 promo adverts on United Television (UTV) as a case study. Specifically, the study sought to identify the persuasive techniques used in the content of Tasty Tom Ntoso Promo advert and Alomo Bitters twa bi na gye wo de3 promo adverts on Televisions and its related impact on buyer and to find out what makes these persuasive techniques manipulative and its impact on buyers. It was revealed from the study that ethical appeal (ethos) was the most used persuasive strategy in the advertisement. That is to say, marketers put in much efforts in appealing to the ethical principles of buyers. The study equally discovered that setting the right tone and mood for an ad campaign message is key. Lastly, the researcher found out that, advert messages are framed to suit the particular targeted audience. If the advert is trying to appeal to young adults and teens, the message will more likely be informal and highly friendly. Based on the findings of the study, the following recommendations were made; producers of alcoholic drinks should tell the health implications of excess consumption of alcohol through their advert on television and there is the need for producers of food products to tell the right amount of the food ingredients for the preparation of food. This will help to address the problem of excessive use of food ingredients in food preparation DOI: 10.7176/NMMC/98-02 Publication date:September 30th 2021

Aristotelian Rhetorical Theory as a Framework for Analyzing Advertising Texts in the Print Media in Ghana

Advertisements are fashioned in diverse forms, but in most of them, language is absolutely essential. Although visual images, graphic and color designs and other techniques constitute aspects of print advertising, it is the language of the advertisement that enables consumers to identify a product and remember it. Indeed, language has a powerful influence on readers and their behavioral patterns. The English Language is employed in the print media in Ghana as a means of communicating information about goods and services with the goal of persuading the consuming public to take purchasing decisions. In the current article, I applied Aristotle’s Rhetorical Theory to the analysis of persuasive elements in the English used in advertisements in Ghanaian newspapers. The qualitative research design was employed in the study as the corpus was solely from written documents. The findings of the study demonstrated that copywriters in the Ghanaian print media employed Aristotle’s three artistic proofs, namely, logos, pathos and ethos in the English of advertisements for persuasive effect

Strategic Evaluation of How Advertising Works On Product Promotions

Over the years, there have been contentious and controversial debates on how advertising works, that has continue to stimulate intellectual research. The issues involved are diverse as they relate to advertising messages exposure, persuasion, conviction and the impact on consumers’ attitudes and behaviours in their decisions on purchase of products. As a corollary, consumers have to be aware of an existing product to satisfy needs, and this could necessitate the recall from memory of any, or search for information that may stimulate the interest to initiate decisions on purchase action. Starch (1966) argues that advertising calls attention and informs people about products via mass media by establishing a favourable or preferential association link between a need and a brand name, and as the need arises the name will come to mind with favourable or preferential image established (a) through repeat advertising and (b) satisfactory use performance of the product. Hence advertising leads to buying action because of (a) the existing preferential image, (b) the attention directing and reminding process and (c) the persuasive – activating power of the image. In a similar vein, Batra et al (1998:121) argue that usually, advertising is not well suited to directly precipitate action, rather, it is better at conducting some communication, association or persuasion task that will hopefully result in the desired action being precipitated.  There have been attempts to establish standards for evaluation of how advertising works based on communication principles and models such as AIDA (strong (1925:9) Hierarchy of Effects (Lavidge et al (1961:61) Innovation Adoption (Rogers (1962:79-82) DAGMAR (Colley (1961) and Elaborative Likelihood model (Petty et al (1983:3-23). These models tended to support the principles of repetition of messages, recognition, comprehension, standardization and action.  In this discussion on how advertising works, the approach was to review advertising and the variables that influences consumer attitudes and behaviours, though highly unpredictable, but provides an insight to consumers’ reactions to advertising messages. Keywords: Advertising, Product, Promotion

Visual Persuasion: Issues in the Translation of the Visual in Advertising

This contribution is concerned with the decoding of advertising messages and the question of whether and how such messages are received by members of other cultures. The answers to these questions are important when considering the role of the translator in adapting global campaigns. Most advertisers concentrate on avoiding linguistic pitfalls when adapting advertisements for new markets, but in any advertisement, consumers are primarily attracted by visual elements. It can be said that an advertisement’s potential for triggering a train of connotations in the consumers’ minds is the most important aspect of advertisement design. According to Barthes, images are polysemous, but it is not clear whether all connotations are accessible to viewers in different cultures. The visual in advertising exploits the original and the stereotypical – novelty attracts attention, while the stereotypical serves as a reference to established knowledge. The main design options discussed are layout and directionality, as well as the choice of subject, which also allows a range of visual rhetorical options to be encoded. Decoding depends on practical, cultural and aesthetic knowledge. The challenge to the translator lies in assessing whether the choices made in the original advertisement and its connotation potential can be transferred to a new language market with different cultural practices. The analysis draws on the semiotics of Barthes, and presents more recent approaches from cultural studies. It is illustrated by examples of the strategies adopted for global advertising campaigns by companies operating world-wide and includes a case study on advertising in China.Cette contribution cherche à décoder les messages de la publicité tout en posant la question de savoir comment ils sont accueillis par les représentants de quelques autres cultures. Répondre à cette question devient une tâche urgente lorsqu’on considère la fonction du traducteur dans l’adaptation de campagnes publicitaires mondiales. La plupart des annonceurs publicitaires cherchent à éviter des pièges linguistiques lorsqu’il s’agit d’adapter leur publicité aux besoins de nouveaux marchés, et pourtant la plupart des consommateurs se sentent attirés par les éléments non linguistiques, visuels de la publicité. On pourrait donc affirmer que le but principal du projet publicitaire consiste à activer les connotations visuelles dans la perception des consommateurs. À en croire Barthes, les images sont polysémiques, mais il n’est pas tout à fait clair que toutes les connotations présentes soient réalisées par les spectateurs des différentes cultures. Dans le domaine publicitaire, l’élément visuel s’oriente vers l’originalité et le stéréotype : pendant que la nouveauté attire l’attention, le stéréotype sert de point de repère à la perception conventionnelle. Les principales options du design qui sont discutées ici sont la mise en page et le choix de sujet qui permettent également d’encoder des options rhétoriques. Le décodage dépend de connaissances pragmatiques, culturelles et esthétiques. Le défi que le traducteur doit affronter consiste à décider si les stratégies et les connotations sous-jacentes à l’original peuvent être transposées telles quelles dans le nouveau contexte linguistique régi par des pratiques culturelles différentes. L’analyse présentée ici prend comme point de départ la sémiotique de Roland Barthes qu’elle combine avec des approches plus récentes issues des cultural studies. Elle est illustrée par des exemples qui caractérisent les stratégies des campagnes publicitaires mondiales et comprend une étude modèle de la publicité chinoise