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
Malala Yousafzai is a teenage woman who is known for her advocacy for the right to education for girls. After the attack of the Taliban on October 9th 2012 she has evolved from a ‘normal’ girl to a...Show moreMalala Yousafzai is a teenage woman who is known for her advocacy for the right to education for girls. After the attack of the Taliban on October 9th 2012 she has evolved from a ‘normal’ girl to a norm entrepreneur advocating the right to education for girls on an international level. According to Finnemore and Sikkink, norm entrepreneurs play a critical role in the first stage of norm emergence in the norm life cycle (1998, 895). Constructivism lacks a theory of agency. The role of individuals as norm entrepreneurs has been neglected in previous research in particular. Therefore, the focus of this thesis is on how individuals as norm entrepreneurs attempt to persuade states to conform to a norm. Norm entrepreneurs challenge discourse through persuasion. According to Keck and Sikkink there are four advocacy tactics norm entrepreneurs use to spread their norm(s). These are: information politics, symbolic politics, leverage politics and accountability politics (1999, 95). This thesis presents a sinlge case study of Malala as a norm entrepreneur diffusing the right to education for girls. Keck and Sikkink’s typology of advocacy tactics is used to determine which advocacy tactic Malala uses in her advocacy. Content analysis of four of her speeches of 2013 is done through a combination of qualitative and quantative research. The results of the analysis of the four speeches show that Malala mainly uses symbolic politics as the dominant advocacy tactic to diffuse the right to education for girls, which is often combined with information politics as the subdominant advocacy tactic. Moral leverage is also often used to motivate others to join her advocacy.Show less
