Masters Degrees (DLLS)

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Browsing Masters Degrees (DLLS) by Subject "Advertising, Language"

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    An analysis of linguistic features of male cosmetics advertisements from FHM (For Him) and GQ (Gentlemen's Quarterly) magazines
    (2017) Nekongo, Rauha N.
    The world of cosmetics has predominantly been a woman‟s sphere, but in recent years there seems to be an increase in the number of men who use cosmetic products. Cosmetic companies have responded to this by manufacturing and advertising various products. Advertisers design their advertisements incorporating various persuasive features, such as deviant language, images and colours, to mention just a few, to attract men and persuade them to buy the products being advertised. This qualitative study examines how linguistic and non-linguistic elements were employed in English cosmetic advertisements geared towards men. Another aspect the study analysed is how the AIDA model and the three Aristotelian proofs of persuasion were incorporated in male cosmetic advertisements. Thirty advertisements from the GQ (Gentlemen’s Quarterly) and FHM (For Him Magazine) magazines of 2015 were analysed for persuasive features. These two magazines were chosen because they are typical male magazines focusing on entertainment, travel, sex, sports and fashion. This study employed the masculinity theory to examine traces of masculinity in the advertisements, and the AIDA model of advertising to investigate how the advertisements arrest readers‟ attention, arouse interest, and create a desire that would lead to the action of buying such products. Aristotle‟s three proofs of persuasion: ethos, pathos and logos, as well as linguistic and non-linguistic features were identified and their contribution to the persuasion of male consumers to buy cosmetic products was explained. The study revealed that most advertisers used the ethos of celebrities to endorse their products. Celebrity‟s pictures were mostly paired with the product that was being advertised. The use of male celebrity endorsers fed into the notion of the masculinity theory that men are now openly using cosmetic products, and are even portrayed in magazines advertising the products they use. Most advertisers made use of multimodal aspects, semantics and syntactic, lexical and deviations to persuade potential buyers.
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    A discourse analysis of Metropolitan and SANLAM Namibia's English print advertisements in The Namibian newspaper: A comparative study
    (2015) Salomo, Fikameni
    This thesis was a critical discourse analysis of Metropolitan and Sanlam Namibia’s English advertisements in The Namibian newspaper. The purpose of the study was to investigate the English language of persuasion leveraged in the two companies’ print advertisements. The study also explored the various advertising techniques that supported the English language of persuasion used in selected advertisements. This research was qualitative in nature. It was a desktop study which employed discourse and content analysis as data collection methods. Data collected were critically examined, based on the English language employed in selected print advertisements. The study was informed by a critical discourse analysis theory which addresses issues of how social relations, identity, knowledge and power are constructed through written and spoken texts in various communities, schools, the media, and the political arena. The thesis revealed that the following language elements were utilized in Metropolitan and Sanlam Namibia’s selected advertisements: The first was the pattern of print advertisement, which looks at the headline, body copy, slogan and logos. The second was the language leveraged in each advertisement, with the use of elements like alliteration, repetition, metaphors, similes, puns, personification, adjectives and adverbs. The third was a revelation of various advertising techniques that supported the English language used in selected advertisements. The study concluded that along with most linguistic elements, the Aristotelian proofs (ethos, pathos and logos) and the AIDA principle of advertising were necessary ingredients of persuasion in these print advertisements. This study contributes to the existing body of knowledge and strategies on how print advertisements, especially those by insurance companies in Namibia, utilise language and stylistic techniques when advertising in national newspapers and provide a link between the field of research into advertising and the field of research into stylistics.