Abstract

THE LINGUISTIC ANALYSIS OF REPORTER NEWSPAPER ADVERTISEMENT

Abebe Asres Mengistu

Volume: 10 Issue: 1 2020

Abstract:

This study is aimed at the Linguistic Analysis of Reporter Newspaper Advertisements. By using purposive and simple random sampling methods, 20 advertisements are selected from Ethiopian Reporter Newspaper 2008, 2009- and 2010- years’ publications and analyzed based on Textual Conceptual Functions/TCF. Under this frame work, linguistic means of advertising language has been analyzed interms of phonological andlexical aspects. Accordingly, mnemonic features (rhyme, alliteration, rhythm and assonance), adjectives, noun phrases, verb phrases, ellipses, incompletes, sentence types, idiomatic expressions and their purposes in the meaning development of the advertisements have been analyzed. Hence, most of the sample advertisements used rhyme, assonance, consonance, alliteration (phonological aspects). The other thing that advertisements are used most of the time as a unique feature is adjectives.Adjectives are the most powerful devices of advertisements in order to create desire, interest and persuasion by giving the advertising goods a hyperbolic character. Numerals also used in the sample advertisements to give the accurate number and to catch readers’ attention with the advertising goods. Incomplete sentence structures and omissions are also analyzed as the good quality and economic way of the advertisements. On the other hand, imperative and interrogative sentence types are mostly used other than declaratives. Generally, this study has been taken in order to give analysis on the linguistic elements of print advertisements. Hence, deep analysis has been made on the linguistic features of the sampled advertisements. Even though the sample advertisements are made up of textual expressions and visual images, the analysis is focused on only the textual part.

DOI: http://doi.org/10.37648/ijrssh.v10i01.038

Back Download

References

• Ethiopian reporter Newspaper, (2008, 2009, 2010 E.C). A weekly published newspaper. Addis Ababa, Ethiopia.
• Cook, G. (2005).The Discourse of Advertising. Routledge11 New Fetter Lane, London EC4P 4EE
• Creswell, J. (2007). Qualitative Inquiry&Research Design:Choosing Among Five Approaches (2nd ed.). London and New Delhi: Sage Publications
• Cuddon, J. A. (1999). The Penguin Dictionary of Literary Terms and Literary Theory. London: Penguin Books Ltd.
• Ding, X. (2003). Stylistic Features of the Advertising Slogan.
• El-daly, H. (2011). Towards an Understanding of the Discourse of Advertising: Review of Research with Special Reference to the Egyptian Media
• Goddard, A. (1998). The Language of Advertising. Written texts. London: Routledge
• Jeffrey, S. (1976). The Language of Advertising Claims. Teachings about Doublespeak. (n.d)
• Lakoff, G.& Johnson, M. (1980). Metaphors We Live By. Chicago: The University of Chicago.
• Lapsanska, J. (2006). The Language of Advertising withthe Concentration on the Linguistic Means And The Analysis Of Advertising Slogans. Bratislava Comenius University Bratislava Slovakia.
• Leech, G, N. (1972). English in Advertising: A Linguistic Study of Advertising in Great Britain (English Language Series). London: Longman
• Myers, G. (1997 ). Words in Ads. London: Hodder Arnold Pride, W. & Ferrell, O. (1987). Marketing Boston: Houghton Mifflin Co
• Pullum, Geoffrey K., etals (2001). More than Words. Nature, 413, 27 September 2001
• Quirk, and et al. (1990). A Student‟s Grammar of theEnglish Language. Harlow: Pearson Education Ltd.
• Tanaka, K. (1992), 'The Pun in Advertising: A Pragmatic Approach,' Lingua, 87.