This research examines advertising discourse in Russian and English as acts of communicative exchange and interpersonal relationship between advertising discourse participants. The purpose was to identify and describe the way that viewers process information contained in television commercials and how they become consumers moving from getting information to acting upon it. The present research was conducted within the framework of Yokoyama's (1986) Transactional Discourse Model (TDM), as further developed in Yokoyama (1998 - manipulation), Moon (1995) and Chapman (2001). The framework was applied to the analysis of empirical data from 150 Russian and 150 American TV commercials representing a set of data hitherto unnoticed. As such, it describes a specific set of questions dubbed `non-informational'. This is the first study that has systematically investigated the pragmatic/informational interaction between non-verbal /visual components of an ad and the linguistic shape of the ad. It also contributes to further development of the discourse model applicable beyond advertising genre. The analysis demonstrates a cognitive basis for the pragmatic/informational interaction both at a linguistic and a non-linguistic level and emphasizes the direct connection between cognitive processes and the syntactic and pragmatic components of language, thereby contributing to our understanding of the phenomenon of manipulation, particularly as it occurs in the contexts of advertising: through camera work on the non-verbal/visual level and, at the linguistic level, through the use of ellipsis and non-informational questions. The study sheds light not only on the manipulative strategies used in advertising to sell the product, but also on representations of Russian and American cultural communicative norms and values.

Diploma Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: -, , language: English, abstract: The diploma paper is a research of the written advertising from the linguistic and translation perspective. The aim of this paper is to point out the language manipulation mechanisms and the strategies of advertising translation. The Paper has the following structure: the annotations in the English and Romanian languages, the introduction, two chapters: a theoretical and a practical one, each one containing a conclusion, the general conclusions, the bibliography made up from 12 consulted books, 4 articles and 8 internet resources, consulted sites and the appendix. The paper presents the concept of manipulation through advertising, and namely the language manipulation mechanisms in advertisements, which are being presented by lexical features, which include weasel words and emotionally coloured words, by grammatical and syntactic features, which mostly relate to the way text is constructed and the intentional mistakes committed in advertising texts. We will see what the words that are frequently used in advertising are. The third aspect that represents language manipulation mechanisms is stylistic dimensions, which implies such stylistic devices as personification, metaphors, metonymy, synecdoche, puns, imperatives. We will find out to which stylistic devices, advertisers love to resort. Aside from this, we will discuss about translation strategies in advertising, which can be summarized to three main strategies: literal translation, free translation and idiomatic translations. We will also notice that the translation of advertising depends not only on cultural aspects. Many of authors that wrote about translation of advertising have different opinions upon how this topic should be approached. Based on the practical chapter we will try to find out what is more relevant and what wins over: to transmit the message accurately, or to create the effect. Based on things mentioned above, we will analyse what aspects of advertising attract people, creating the positive effect and what turn them away. All in all this diploma paper shows what vocabulary is used in advertising, what speech and how language is used in vocabulary. From the point of view of translation of advertising we will see whatever the foreign advertising prefer to translate the slogans word by word, or they prefer to make their own one, keeping only the general idea.

This text offers a new way forward for highlighting language manipulation on behalf of lay-readers as well as for enhancing the interpretative authority of the analyst. It accomplishes this through the innovation of a model of lay-reader processing. The model is an original synthesis of elements from four contemporary cognitive frameworks - connectionism, cognitive linguistics, psycholinguistic evidence on inference generation, relevance theory.

This book is a collection of 12 papers dealing with manipulation and ideology in the 20th century, mostly with reference to political speeches by the leaders of major totalitarian regimes, but also addressing propaganda within contemporary right-wing populism and western ideological rhetoric. This book aims at bringing together researchers in the field of ideology reproduction in order to better understand the underlying mechanisms of speaker-favourable belief inculcation through language use. The book covers a wide range of theoretical perspectives, from psychosocial approaches and discourse analysis to semantics and cognitive linguistics and pragmatics. The book s central concern is to provide not only a reference work with up-to-date information on the analysis of manipulation in discourse but also a number of tools for the scholar, some of them being developed within theories originally not designed to address belief-change through language interpretation. Foreword by Frans van Eemeren.

Advertising and Multilingual Repertoires explores advertising from the perspective of multilingual audiences. Santello introduces the key linguistic processes involved in advertising discourse, and analyses the relationship between the linguistic repertoires of audiences and language use in advertising. This book: Showcases the most recent advancements in linguistic research as applied to the study of advertising and multilingualism, adopting an approach that focuses on linguistic resources; Examines how advertisements make use of language(s), including Italian and the use of English as a foreign language, in order to attract attention and persuade their audience; Familiarises readers with response mechanisms that bilinguals and multilinguals experience when exposed to advertising in different languages; Demonstrates both qualitative and quantitative approaches to researching the intersections between language and marketing. Advertising and Multilingual Repertoires is key reading for postgraduate students and researchers in the field of language and advertising.

Placed within the context of reception studies, this book investigates how advertisements that rely on re-contextualising shared cultural knowledge are understood by their viewers, and examines their persuasive potential.

Human beings have an intrinsic need to be with people who are similar to themselves. This is because they share the same ways of doing things, the same values, and function according similar rules. When one is with people who tend to be similar, human behavior is normalized, and one’s actions appear to be in accordance with those exhibited by others in one’s social circle. However, sometimes it becomes apparent that the situation is somewhat more complex. When this happens, one realizes that the issues that have been taken for granted about human interaction are not necessarily the same for everyone. This book elucidates what happens in the processes of communication when people from different cultural backgrounds experience other cultures. Emphasis is also given to the issue of interaction between people from various cultures. The book highlights the aspects that are recognized to posit difficulties in conveying messages from one culture to another. The notions of schemata, frames, scenarios and cultural scripts are outlined. The third part of the book examines some principles of critical discourse analysis, including, for instance, socio-political attitude, as well as concentrating on the notion of power relations of groups, legitimated by text as well as speech. This part also describes the concept of persuasion, as well as persuasive communication. The fourth part of the book is analytic. Attention is given to various discourses one encounters in everyday life and to the examination of various kinds of discourse, including for instance, complimenting, as well as political, discourse. As such, this book provides a new point of view for linguists as well as those interested in communication practice. The empirical part of the book will help shed some light on dilemmas people may be obliged to face in their career, and should be especially useful to students of intercultural communication.