Matching Items (4)
Filtering by
- All Subjects: Advertising
- All Subjects: Politeness
- Creators: Lafford, Barbara
- Member of: Theses and Dissertations
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
The ways in which human relationships are managed via language is a topic of particular interest in the area of sociolinguistics where work into the study of such topics as politeness, impoliteness, and rapport management have attempted to shed light on this phenomenon. This study examines two segments of extended discourse by President Alvaro Uribe of Colombia at the 2008 Summit of the Rio Group where he addressed a gathering of Rio Group members comprising heads of state from Latin American and Caribbean nations. Faced with serious accusations about his nation's military actions into Ecuador a few days before the meeting in question, Uribe engaged the group through two extended statements where he defended his government's actions. In these two segments of discourse Uribe changed his tone; it is this change that the present study attempts to describe in terms of modification to the effects of his discourse on the relationship between himself and the other interlocutors. To this end, an analysis is done classifying Uribe's utterances as polite, per Brown and Levinson's politeness model, and impolite, per Culpeper's impoliteness model. Additionally, Spencer Oatey's model of rapport management is used to classify Uribe's utterances according to their effect on the components of rapport. These classifications are examined alongside an analysis of factors related to rapport management such as frame, purpose of the exchange, and participants, for the purpose of understanding how these many factors work together to generate a changed effect to rapport. Of greatest significance in this study is the relationship between (im)politeness strategies and components of rapport. This dynamic provided an interesting way of examining (im)politeness in a new context, one that factored-in the effects of (im)politeness to the relationship between interlocutors. The study, as described above, showed that Uribe's change in tone was indeed a change to approach to rapport management characterized by an initial focus on the transactional and relational goals rapport component in the first of two segments, that then changed in the second part to a focus on face and association rights.
ContributorsBambaren, Anamaria (Author) / García Fernandez, Carmen (Thesis advisor) / Cerron-Palomino, Alvaro (Committee member) / Adams, Karen L. (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