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.

As citizens of capitalist, free-market societies, we tend to celebrate choice and competition. However, in the 21st century, as we have gained more and more choices, we have also become greater targets for persuasive messages from advertisers who want to make those choices for us. In Sold on Language, noted language scientists Julie Sedivy and Greg Carlson examine how rampant competition shapes the ways in which commercial and political advertisers speak to us. In an environment saturated with information, advertising messages attempt to compress as much persuasive power into as small a linguistic space as possible. These messages, the authors reveal, might take the form of a brand name whose sound evokes a certain impression, a turn of phrase that gently applies peer pressure, or a subtle accent that zeroes in on a target audience. As more and more techniques of persuasion are aimed squarely at the corner of our mind which automatically takes in information without conscious thought or deliberation, does 'endless choice' actually mean the end of true choice? Sold on Language offers thought-provoking insights into the choices we make as consumers and citizens – and the choices that are increasingly being made for us. Click here for more discussion and debate on the authors’ blog: http://www.psychologytoday.com/blog/sold-language [Wiley disclaims all responsibility and liability for the content of any third-party websites that can be linked to from this website. Users assume sole responsibility for accessing third-party websites and the use of any content appearing on such websites. Any views expressed in such websites are the views of the authors of the content appearing on those websites and not the views of Wiley or its affiliates, nor do they in any way represent an endorsement by Wiley or its affiliates.]

This is a previously published book that first appeared in 1974 as The World is Full of It. It deals with American communications manipulators who influence public opinion, taste, and purchases.

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.

Exposes the strategies used by advertisers to manipulate our thoughts and senses.

Explains the ways in which the media uses sex and violence to manipulate human behavior, citing specific examples from Playboy, Vogue, and Cosmopolitan magazines.