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
Culturally adapting commercials to minorities, is becoming increasingly important in this time of growing multiculturalism in across societies. This thesis is concerned with the adaptation of...Show moreCulturally adapting commercials to minorities, is becoming increasingly important in this time of growing multiculturalism in across societies. This thesis is concerned with the adaptation of marketing efforts aimed at the biggest subgroup in the United States, the Hispanic market. This case provides a salient illustration of what is happening in many parts of the world today. Four types of strategies have been distinguished and evaluated, with the goal of gaining more insight into the successfulness of these various tactics. With the help of many case studies combined with original research, this bachelor thesis fills the gap of practical research, that is crucial to companies that wish to engage with the Hispanic market segment. This study has found that it is crucial for companies have a marketing department that is both bilingual, as well as bicultural. Moreover, combining various techniques is key in creating a successful marketing campaign.Show less
Bachelor thesis | South and Southeast Asian Studies (BA)
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The competition among different corporations in the open market is intense. Companies are engaging in developing interesting advertisements that are not only appealing but also convincing. Amul...Show moreThe competition among different corporations in the open market is intense. Companies are engaging in developing interesting advertisements that are not only appealing but also convincing. Amul India, is one such company that markets its products very well. Amul is ranked as the number one dairy producing companies in India, but how does Amul maintain that position? It’s the unique nature of Amul’ advertisements that successfully stimulate the sales of the company. Amul started as just a dairy co-operative and now it is not only the biggest initiative in India but it is also getting national and International recognition. Amul is known for using its politically and socially crisp advertising. Correspondingly, a lot of its TV commercials touch upon the cultural and social values of India. Studying the uniqueness of ‘Amul India’ advertisements can prove to be of great importance in marketing. There are ample theories and techniques that teach the essentials of a good advertisement but studying what makes ‘Amul’ unique in its advertisements will give a chance to the other corporations to learn from it. More importantly, Amul’s understanding of Indian society and its use of that understanding to create very successful marketing can be used to gain knowledge on how to market in India successfully. Why Amul?: Amul India is the best-selling dairy co-operative in India has maintained its position for a long time. They have an intimate understanding of Indian culture, which allows them to be so successful.Most importantly it is one company that works for the people by the people unlike other companies whose main objective is to main profit and care a little about the welfare of the people.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
