Matching Items (4)
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- All Subjects: Advertising
- Creators: Himberg, Julia
- Resource Type: Text
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
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
Description
The television industry has experienced major changes in the past decade that have affected our behaviors, expectations, and perceptions of the world. New services offer different methods of consuming media and shift the way the industry defines television. The following research reflects on past trends in television history and the current landscape in order to understand how television will continue to evolve, adapt, or return to old practices as it reacts to audiences' needs. From the growth of binge-watching to the proliferation of connected devices and digital technologies, the television industry faces many new challenges and opportunities. Consumers have shifted from the post-network era of cable's dominance to the leading online, digital services that enhance consumers' desires to have television anywhere and everywhere. Although these changes threaten the industry's current advertising models, they also present new ways for networks to connect with quality audiences, and thereby, shape our identities and consumer culture. This study analyzes the influence of these changes and considers how the current state of the television industry may continue to change in the future.
ContributorsDorsey, Caitlin Renee (Author) / Himberg, Julia (Thesis director) / Haggins, Bambi (Committee member) / Department of English (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
I've spent the last four-plus years in Arizona studying to earn a degree that hopefully will get me an interesting and well-paying job. Unfortunately, I'm not sure that my Filmmaking Practices degree will adequately describe what I've done with my time at Arizona State University. In addition to studying film, I spent my first year in the Walter Cronkite School of Journalism and Mass Communication; I wrote for, acted in, and later directed and hosted the webshow Devil's Chowda for The State Press; I did marketing for companies including HBO and RAW Rolling Papers; I performed improv comedy every week with Barren Mind Improv for two semesters; I wrote and acted in Farce Side Comedy Hour sketch comedy this past semester. It is clear that my interests do not lie in one area \u2014 my education is mostly in film, my resume is mostly marketing, and my extra-curricular interests lie mostly in comedy. To best prepare myself for the job market post-graduation, I believe that I need an example of my work to show a prospective employer that I have knowledge beyond how a camera works and the films of Steven Spielberg. To do this, I have chosen to create two spec advertising campaigns for large companies: Heinz and Burger King. This allows me to use my knowledge in film, marketing, and comedy all at once. The Heinz campaign revolves around real-world experiences of children using their French fry as a utensil rather than a food item. The Burger King campaign is based around a limited-time offer to get an entry code into a contest for a bathtub full of chicken nuggets. Each campaign is fleshed out with video advertisement storyboards, audio advertisement scripts, print advertisement mock-ups, and social media hashtags and plans.
ContributorsMiller, Daniel Jordan (Author) / Haggins, Bambi (Thesis director) / Himberg, Julia (Committee member) / Barrett, The Honors College (Contributor)
Created2015-12