Research indicates that the application of syntactic stylistic devices and syntactic complexity in slogans comes with cognitive advantages and, hence, support the strategies of persuasion that...Show moreResearch indicates that the application of syntactic stylistic devices and syntactic complexity in slogans comes with cognitive advantages and, hence, support the strategies of persuasion that slogans entail. The current study set out to assess the extent to which syntactic stylistic devices and complexity are displayed in English cosmetic brand slogans. In addition, it sought to determine which syntactic stylistic devices are used most commonly, and how cosmetic brand slogans vary in terms of their length (number of words), number of modifiers, i.e. adjectives and adverbs, and levels and types of syntactic complexity. Through content analysis, twenty-five English slogans from twenty-three different cosmetic brands were investigated. The results indicate that the most common syntactic stylistic devices displayed in English cosmetic brand slogans are repetitions, omissions, and changes in the logical syntactic order. With respect to syntactic complexity, the results suggested that both simplicity and moderate complexity occurred frequently within cosmetic brand slogans. Whether moderate syntactic complexity was applied purposefully, could not be concluded with certainty.Show less
The effectiveness of advertising texts largely depends on the way they are written. Torresi’s information-to-persuasion ratio is a way of defining the stylistic traits of advertising texts in terms...Show moreThe effectiveness of advertising texts largely depends on the way they are written. Torresi’s information-to-persuasion ratio is a way of defining the stylistic traits of advertising texts in terms of their informativeness and persuasiveness. This ratio can be used to determine the way an advertising text should be translated, so that the translated advertising text is effective. The purpose of this thesis was to experiment with Torresi’s theory by examining the effects different information-to-persuasion ratios have on readers, and to determine the potential this ratio holds for sales optimisation, using three translations of one English advertising text that have different information-to-persuasion ratios. One translation had the same ratio as the source text, one translation was more informative, and one was more persuasive. The results, gathered through a survey, did not always concur with Torresi’s theory. The results showed that translating texts in a more informative or persuasive manner may have a few benefits. For instance, it may provide readers with a better understanding of the product being sold. In addition, the general information about the product was considered more credible in the informative TT compared to the neutral TT. However, it appeared that changing the ratio may also have several negative effects that override the benefits. For example, it may lengthen the text to such an extent that the reader finds it more difficult to focus on the text. Moreover, the readers of the neutral TT found the product the most relevant for them. Overall, the neutral translation was the most effective translation. In other words, experimenting with the information-to-persuasion ratio did not improve advertising effectiveness in this case, and may therefore hold little to no potential for sales optimisation.Show less
The aim of this paper was to find out how Adidas and Nike behave on Twitter regarding both product advertising, communication with their community, and retention of customers through events,...Show moreThe aim of this paper was to find out how Adidas and Nike behave on Twitter regarding both product advertising, communication with their community, and retention of customers through events, celebrity interaction and motivational content. Primary focus is on the language contained in tweets published in January 2015 gathered from 12 company Twitter accounts. These Twitter accounts were chosen based on their monthly activity and include the main brand Twitter. We processed the dat into an all-encompassing database of our own design. The database is split up in three sections: tweet information, tweet content category and language features allowing for an easy overview. It contains information on what the type of the tweet is, what the content is classified as, who is included in the tweet, what is linked in the tweet , what its hashtags are as well as the language features that it contains. From this we analysed eight different content and language features: hashtags, Twitter account types, tweet categories, formality, genre, emphasis, phrasing and patterns. This lead to insights in the advertising strategies that these companies employ as well as their attitude towards their followers (their customers). We came across the following results: strenuous collaboration with celebrities to advertise products, use of descriptive language for product advertising, short, quote-like positive messages for inspirational messages, and personal responses for certain (community-based) twitter accounts. There is much use of a similar formula when constructing messages across all of the accounts affiliated to the same company. They furthermore reinforce themselves through the repetitive use of hashtags and phrases, meant to make tweets easily recognizable. Both companies show adaptation to new media: using Twitter as a base with customers choosing to follow them and then redirecting them to their website, using links to YouTube, and including pictures or videos directly in the tweets. We expect that further investigation (with a larger database, either due to increasing the included accounts or increasing the time of documentation) will give an even greater overview of the strategies employed by Adidas and Nike. There is potential for further expansion to include various other new media sites. An analysis of YouTube clips, focusing on word choice may also prove very insightful.Show less
Met de invoering van een marktgerichte economie in 1978 gingen mensen steeds meer consumeren. Zo ontstond er onder de vrouwelijke consument een groeiende behoefte aan ideeën en tips over kleding en...Show moreMet de invoering van een marktgerichte economie in 1978 gingen mensen steeds meer consumeren. Zo ontstond er onder de vrouwelijke consument een groeiende behoefte aan ideeën en tips over kleding en uiterlijke verzorging. Deze behoefte werd ingevuld door de komst van overwegend Westerse en later ook Aziatische modetijdschriften vanaf 1988 die de lokale modetijdschriften markt domineerden. De internationale tijdschriften brachten nieuwe beelden en ideeën over schoonheid met zich mee. Dankzij het groeiende aanbod aan internationale cosmetische producten werd het voor de Chinese consument mogelijk het Westerse uiterlijk na te streven. De ideeën over schoonheid en mode worden in de gemondialiseerde commerciële wereld bepaald door de keuzes van anderen. Hierbij spelen redacteuren en de inhoud van modetijdschriften in China een belangrijke rol. Werd er bij de introductie van vele internationale modetijdschriften rond de eeuwwisseling nog weinig rekening gehouden met de lokale context, zo is er de laatste jaren een trend te zien waarbij de inhoud juist wordt aangepast aan die context. Na 1978 lijkt er langzamer-hand een scheiding te zijn ontstaan tussen uiterlijke schoonheid (voornamelijk ingevuld door Westerse uiterlijke kenmerken) en de innerlijke, morele schoonheid (Chinese modellen). Het uiterlijke schoonheidsideaal is heel commercieel en wordt toegeschreven aan de culturele ‘ander’ (Westen), terwijl de innerlijke schoonheid en de daarbij horende culturele waarden blijven toegeschreven aan Chinese vrouwen.Show less
