Matching Items (4)
Filtering by
- All Subjects: Advertising
- All Subjects: Advice
- Creators: Lafford, Barbara
Description
This study investigates the uses of English in advertising in Brazil and the attitudes of Brazilians towards the use of different difficulty levels of English in advertising. Using a two part, mixed-methods approach, drawing from quantitative and qualitative methods, I utilized a corpus study to examine English uses in Brazilian magazines and a survey to investigate the difficulty of English slogans as a determinant for people's attitudes towards English in advertising. For the first part, three major Brazilian news magazines, Veja, Época, and ISTOÉ were used. From three issues of each magazine, results showed that 57% of the advertisements in all nine magazines contained English in different parts of the advertisements, with most occurrences in the product name, followed by the body copy, headline, subheadline, and slogan. English was used to advertise a number of different product types, but was especially used for advertising cars, electronics, events, and banks. It was also found that the majority of English was used for its symbolic representations of modernity, prestige, globalization, and reliability. Using a survey for the second part of the study, I investigated how Brazilian participants judged four advertisements that featured English slogans that were comparable to slogans judged to be easy or difficult to understand in a similar study conducted by Hornikx, van Meurs, and de Boer (2010). Participants were offered attitudinal choices to mark off on a 4-point Likert scale, where they indicated their attitudes towards the English slogans provided. They were also asked to determine if they understood the slogans and to translate them to indicate their actual understanding of the slogans. Participants showed more positive attitudes towards the uses of English than negative attitudes. The survey provided evidence that with the very low numbers of correctly translated slogans, many participants believed they understood the slogans, which could prove to be more of an indicator of positive attitudes than their actual understanding of the slogans. This project provides an example from one Expanding Circle context touched by the far-reaching influences of World Englishes.
ContributorsMontes, Amanda Lira Gordenstein (Author) / Friedrich, Patricia M (Thesis advisor) / Matsuda, Aya (Committee member) / Lafford, Barbara (Committee member) / Anokye, Akua Duku (Committee member) / Arizona State University (Publisher)
Created2014
Description
Using Spencer-Oatey's rapport management approach, the present study evaluates the interlanguage pragmatic development of 17 native English-speaking American learners over the course of a semester in Spain, specifically in terms of the strategies they used in their second language (L2) to manage rapport in an advice-giving, oral role-play situation at semester start and semester end. To allow for a more in-depth analysis of the effect that a semester abroad has on Spanish L2 advice-giving behaviors, the learners were grouped into two distinct proficiency levels. Group 1 (n=9) represents learners who entered the semester abroad with a beginning to intermediate-low proficiency level and group 2 (n=8) represents learners who entered the semester abroad with an intermediate-high proficiency level. The results indicate that both learner groups had similar overarching behavioral expectations in this context. Specifically, both sets of learners expressed empathy, involvement, and respect for the interlocutor, while at the same time they used advice-giving strategies of varied illocutionary force to claim authority in addressing the interlocutor's dilemma. Both groups also balanced face sensitivities through strategies that both enhanced and challenged the interlocutor's identity face. However, it is argued that in this context claiming authority and challenging the interlocutor's identity face were permitted behaviors that emphasized the relational goals of the participants. Additionally, when developmental differences between the two proficiency levels were analyzed, the results showed that learner proficiency had an impact on specific strategy choices.
ContributorsBaca, Evelyn C. (Author) / García, Carmen (Thesis advisor) / Lafford, Barbara (Thesis advisor) / Elorrieta, Jabier (Committee member) / Arizona State University (Publisher)
Created2011
Description
Although pragmatic analyses based on empirical data have been conducted throughout most of the Spanish-speaking world, Central America remains the most underrepresented region. This study examines the pragmatic strategies used by female Spanish speakers of Nicaragua and Panama in an advice-giving context. The data consists of eighteen role-plays recorded in Masaya, Nicaragua and Panama City, Panama in June and July of 2011. In the role-play situation, the interlocutor (fixed-role) requests advice from the participant, her best friend, regarding a serious issue in her marriage. The participant's advice-giving strategies are classified according to a categorization adapted from Blum-Kulka's request strategy taxonomy. This allows for a statistical analysis of how these strategies correspond to the three elements of Spencer Oatey's rapport management approach: behavioral expectations, face sensitivities and interactional wants. The results indicate strong similarities between participants from Nicaragua and Panama, both electing to respect all components of the association principle and to violate the equity principle, especially its autonomy control component. These results suggest that, at least in this advice-giving context between intimates, both Nicaraguan and Panamanian Spanish speakers prefer to impose their opinions and suggestions rather than respect the person's right to be treated fairly (i.e. equity principle) as well as to maintain a rapport-enhancing orientation rather than preserve their right to associate with others (i.e. association principle). The results of the pragmatic analysis show similarities with other research on directives in the Spanish-speaking world, including empirical studies in the Dominican Republic, Cuba, Venezuela and Spain. Specifically, these cultures are all associated with direct strategies and less mitigation, positive politeness, conventional indirectness and high involvement.
ContributorsPlatz, Ryan (Author) / García, Carmen (Thesis advisor) / Cerron-Palomino, Alvaro (Committee member) / Lafford, Barbara (Committee member) / Arizona State University (Publisher)
Created2012
Description
Advertisements intend to persuade the reader to invest money or time in a product or service. Newspapers contain advertisements that are space-limited, thus necessitating a concise and convincing message that will influence readers. Nord (2008) analyzed conative function (Jakobson 1960) as a persuasive tool in a corpus of Spanish, English, and German advertising texts. A portion of Nord's study focused on sender attitude indicators directed at addressees as a key element of conative function, and analyzed address forms among several attitude indicators found in print advertisements. The current study analyzed 604 Spanish newspaper advertisements in Arizona and Florida, focusing on possible independent factors related to the probability of the occurrence of various address forms. These factors included: the type of product being advertized and its cost, the nature of the advertisement, the location of the advertisement in the newspaper (main section, sports, etc.), intended audience (including age and sex), geographic region of the newspaper, and each newspaper as compared to others. These variables were categorized and statistically analyzed using a quantitative design. The study provided results indicating a strong statistical relationship between the presence of address forms and product type, a moderate relationship with audience age, and a mild relationship with product cost. Various similarities and differences were also found when comparing the data geographically.
ContributorsBorba, Andrew (Author) / Cerron-Palomino, Alvaro (Thesis advisor) / Lafford, Barbara (Committee member) / Shepherd, Michael (Committee member) / Arizona State University (Publisher)
Created2012