Euphemism: The commonplace of advertising culture
Main Author: | |
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Publication Date: | 2018 |
Format: | Article |
Language: | eng |
Source: | Acta Scientiarum. Language and Culture (Online) |
Download full: | http://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/41107 |
Summary: | Politeness is a concern and necessity in advertising because of sensitization goals to be achieved in the midst of cultural, legal and competitive challenges. Thus, this study examined the utilization of euphemistic devices that facilitate mild persuasion in advertisements. Ten advertisements served as the data of investigation. The theoretical explication rested on Barthesian denotative and connotative annotations and Halliday’s transitivity concepts. The study revealed concealments in forms of the socio-cultural affiliation and association (solo), domination (power, the Hero), distinction (made of more), and superiority (Indomitables). Also, personification and personalization (bigger boy; your world), self-worth (greatness), borrowing (Naija), and transfer of professional meaning (credit card) functioned as replacements for seemingly inappropriate lexicons. Advertisers hide behind the metaphor (a taste of black), discrimination (choose greatness), and comparison (more, bigger) to expedite recipients’ response. Therefore, as euphemisms are everyone’s linguistic behavior, the study suggested that their analyses and applications need to follow a similar course. That might assist language users to curb communication crises. |
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Euphemism: The commonplace of advertising cultureadvertisingconnotationdenotationeuphemismtransitivity.Language studies in advertising Politeness is a concern and necessity in advertising because of sensitization goals to be achieved in the midst of cultural, legal and competitive challenges. Thus, this study examined the utilization of euphemistic devices that facilitate mild persuasion in advertisements. Ten advertisements served as the data of investigation. The theoretical explication rested on Barthesian denotative and connotative annotations and Halliday’s transitivity concepts. The study revealed concealments in forms of the socio-cultural affiliation and association (solo), domination (power, the Hero), distinction (made of more), and superiority (Indomitables). Also, personification and personalization (bigger boy; your world), self-worth (greatness), borrowing (Naija), and transfer of professional meaning (credit card) functioned as replacements for seemingly inappropriate lexicons. Advertisers hide behind the metaphor (a taste of black), discrimination (choose greatness), and comparison (more, bigger) to expedite recipients’ response. Therefore, as euphemisms are everyone’s linguistic behavior, the study suggested that their analyses and applications need to follow a similar course. That might assist language users to curb communication crises.Universidade Estadual De Maringá2018-10-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionSamplingapplication/pdfapplication/vnd.openxmlformats-officedocument.wordprocessingml.documenthttp://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/4110710.4025/actascilangcult.v40i2.41107Acta Scientiarum. Language and Culture; Vol 40 No 2 (2018): July-Dec.; e41107Acta Scientiarum. Language and Culture; v. 40 n. 2 (2018): July-Dec.; e411071983-46831983-4675reponame:Acta Scientiarum. Language and Culture (Online)instname:Universidade Estadual de Maringá (UEM)instacron:UEMenghttp://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/41107/pdfhttp://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/41107/751375147088Copyright (c) 2018 Acta Scientiarum. Language and Culturehttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessDalamu, Taofeek Olaiwola2022-02-20T22:25:38Zoai:periodicos.uem.br/ojs:article/41107Revistahttp://periodicos.uem.br/ojs/index.php/ActaSciLangCultPUBhttp://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/oai||actalan@uem.br1983-46831983-4675opendoar:2022-02-20T22:25:38Acta Scientiarum. Language and Culture (Online) - Universidade Estadual de Maringá (UEM)false |
dc.title.none.fl_str_mv |
Euphemism: The commonplace of advertising culture |
title |
Euphemism: The commonplace of advertising culture |
spellingShingle |
Euphemism: The commonplace of advertising culture Dalamu, Taofeek Olaiwola advertising connotation denotation euphemism transitivity. Language studies in advertising |
title_short |
Euphemism: The commonplace of advertising culture |
title_full |
Euphemism: The commonplace of advertising culture |
title_fullStr |
Euphemism: The commonplace of advertising culture |
title_full_unstemmed |
Euphemism: The commonplace of advertising culture |
title_sort |
Euphemism: The commonplace of advertising culture |
author |
Dalamu, Taofeek Olaiwola |
author_facet |
Dalamu, Taofeek Olaiwola |
author_role |
author |
dc.contributor.author.fl_str_mv |
Dalamu, Taofeek Olaiwola |
dc.subject.por.fl_str_mv |
advertising connotation denotation euphemism transitivity. Language studies in advertising |
topic |
advertising connotation denotation euphemism transitivity. Language studies in advertising |
description |
Politeness is a concern and necessity in advertising because of sensitization goals to be achieved in the midst of cultural, legal and competitive challenges. Thus, this study examined the utilization of euphemistic devices that facilitate mild persuasion in advertisements. Ten advertisements served as the data of investigation. The theoretical explication rested on Barthesian denotative and connotative annotations and Halliday’s transitivity concepts. The study revealed concealments in forms of the socio-cultural affiliation and association (solo), domination (power, the Hero), distinction (made of more), and superiority (Indomitables). Also, personification and personalization (bigger boy; your world), self-worth (greatness), borrowing (Naija), and transfer of professional meaning (credit card) functioned as replacements for seemingly inappropriate lexicons. Advertisers hide behind the metaphor (a taste of black), discrimination (choose greatness), and comparison (more, bigger) to expedite recipients’ response. Therefore, as euphemisms are everyone’s linguistic behavior, the study suggested that their analyses and applications need to follow a similar course. That might assist language users to curb communication crises. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-10-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Sampling |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/41107 10.4025/actascilangcult.v40i2.41107 |
url |
http://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/41107 |
identifier_str_mv |
10.4025/actascilangcult.v40i2.41107 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/41107/pdf http://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/41107/751375147088 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 Acta Scientiarum. Language and Culture https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 Acta Scientiarum. Language and Culture https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/vnd.openxmlformats-officedocument.wordprocessingml.document |
dc.publisher.none.fl_str_mv |
Universidade Estadual De Maringá |
publisher.none.fl_str_mv |
Universidade Estadual De Maringá |
dc.source.none.fl_str_mv |
Acta Scientiarum. Language and Culture; Vol 40 No 2 (2018): July-Dec.; e41107 Acta Scientiarum. Language and Culture; v. 40 n. 2 (2018): July-Dec.; e41107 1983-4683 1983-4675 reponame:Acta Scientiarum. Language and Culture (Online) instname:Universidade Estadual de Maringá (UEM) instacron:UEM |
instname_str |
Universidade Estadual de Maringá (UEM) |
instacron_str |
UEM |
institution |
UEM |
reponame_str |
Acta Scientiarum. Language and Culture (Online) |
collection |
Acta Scientiarum. Language and Culture (Online) |
repository.name.fl_str_mv |
Acta Scientiarum. Language and Culture (Online) - Universidade Estadual de Maringá (UEM) |
repository.mail.fl_str_mv |
||actalan@uem.br |
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1799317466239729664 |