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The Intricacies of (Debatable) Humour in Advertising: A Cross-Cultural Standpoint

100%
Stwora A.
Academic Journal of Modern Philology
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2022
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vol. Special Issue
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issue 18
177-190
EN
Given the marked presence of humour in many areas of thought and language, as well as in people’s social, emotional, and aesthetic experiences, it comes as no surprise that humour studies are considered an interesting interdiscipline worth studying. This paper is, therefore, an attempt at joining three academic fields, namely advertising discourse, Cultural Linguistics, and humour studies. The author will enquire into the operation of (debatable) humour applied in multimodal advertising discourse. She will make the cultural aspect the focus of attention in order to highlight the role of cross-cultural differences in the perception of humour. Based on her previous studies (Stwora 2020a, 2020b) on attitudinal responses to controversial humorous ads in English, she will join in an exploratory discussion with a view to showing the ways in which ad reception may be influenced by the culture-specific force of humour. Working towards a more comprehensive outlook on humour in use in the context of advertising discourse, the present paper will start with a few words on humour in general and on debatable humour in ads. Then, the cultural side of humour will be discussed. Finally, the author will discuss her research from the cultural standpoint.
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Multimodal integration in the perception of press advertisements within the Dynamic Model of Meaning

100%
Wojtaszek A.
Lodz Papers in Pragmatics
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2016
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vol. 12
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issue 1
77-101
EN
New conceptualizations of meaning-making stress the importance of the contextual factors and the world knowledge resources alongside the linguistic input. The way in which these factors contribute to the ultimate understanding of messages depends largely on the type of communication involved. In advertising discourse exploitation of extra-linguistic resources seems to be exceptionally high. The present paper reports on a study in which the way the textual and pictorial channels support each other in information processing was investigated. To this end eight press advertisements have been modified in such a way that the texts were separated from the pictures and presented in this way to a group of respondents, who were asked to interpret either the texts or the illustrations alone, only later to be shown the complete versions and asked once again to report on their understanding of the messages in their original versions. In the discussion reference was made to such theoretical conceptualizations as the Dynamic Model of Meaning (Kecskes 2008), the notions of multiplying meaning and traversals (Lemke 1998; 2001; 2005), Conceptual Integration Theory (Fauconnier 1994; Fauconnier and Turner 1998; 2002), Resource Integration Principle (Baldry and Thibault 2006), GeM Model (Bateman 2008) and Graded Salience Hypothesis (Giora 2003).
3
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Модель мовної особистості в українськомовній рекламі ХХІ століття

100%
Ivanova I.
Intercultural Communication
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2017
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issue 2
88-96
EN
The article deals with content, scope and structure of the "linguistic identity" concept and describes two types of identity patterns used in modern Ukrainian advertising language. Purpose is the examination and analysis of the content, roles, and reasons for the use of specific verbal components which are nominated by the models of linguistic identity. Also, the purpose is to analyze the influence of these components on intercultural communication processes as significant elements belonging to a nation and culture. The article focuses on the most popular and effective manipulative techniques of modern Ukrainian advertising. Methods combine general scientific approaches that are inductive and deductive as well as the method of interdisciplinary study. Results. Ukrainian advertising language involves a lot of status, role and personal qualities. It’s driven by goals of further structuring and operation of linguistic identity models. Among the most used models are "mediator-leading" and "Ukrainian-Cossack" man characters. It is also desirable to pay attention to a number of comic and fantastic, male and female and other characters that shape images of modern advertising. The image of man in all its language manifestations makes it possible to identify the main trends of society, language and culture. Ukraine and Ukrainians are not exception.
4
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Linguistic and cultural heterogeneity in contemporary Czech commercial advertising

89%
Mrázková K.
Stylistyka
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2015
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vol. 24
319-329
EN
The article deals with linguistic heterogeneity in commercial advertisements addressed to the Czech-speaking majority audience in the Czech Republic. Analyzing examples predominantly from the Czech press and television advertisements, the author shows, among others, which foreign languages are used, how elements of foreign languages are incorporated into the Czech texts and what their functions are. The most frequent foreign language used here is English, followed (perhaps surprisingly) by Italian, which is associated with advertisements for culinary products. For most of the advertisements analyzed, recipients can do without any profound knowledge of the foreign language being used, and in fact, often no knowledge of it is necessary to understand them. The most important function of the foreign language elements or even some longer texts in the advertisements is to index associated stereotypes. Foreign languages point to foreign countries, nations, cultures and their supposed qualities, e.g. German in advertisements on cars produced by German manufactures refers to the tradition of German engineers and evokes concepts such as exactness or reliability. Even in those cases where some knowledge of the given foreign language is necessary to understand the advertisement, the indexical function of this language is important, but in a different manner: it points to the addressee as to an educated person, a citizen of the world, and the like.
5
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Analiza tożsamości zbiorowej w dyskursie – parametry tekstowe i kontekstowe

88%
Koller V.
tekst i dyskurs - text und diskurs
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2022
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issue 16
215-240
EN
This article presents an approach to analysing collective identity in discourse that distinguishes the linguistic and semiotic description of textual features from their socio-cognitive interpretation. Collective identities are theorised as conceptual structures comprising beliefs and knowledge, norms and values, attitudes and expectations as well as emotions, and as being reinforced and negotiated in discourse. A number of linguistic and semiotic features are suggested to ascertain what collective identities are constructed in texts and how. These include social actor representation, process types, evaluation, modality, metaphoric expressions and intertextuality. The findings from such an analysis are then linked to questions about genre and the participants and processes of discourse practice as well as to the social context and the ideologies by which it is dominated. The analytical procedure is exemplified with an excerpt from a retailer’s catalogue that is investigated for the discursive construction and socio-cognitive representation of gender and sexual identity.
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