The Language of TV Commercials’ Slogans: A Semantic Analysis

Mehwish Noor; Raza-e-Mustafa; Fakharh Muhabat; Bahram Kazemian

doi:doi:10.11648/j.cls.20150101.12

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The Language of TV Commercials’ Slogans: A Semantic Analysis

Mehwish Noor, Raza-e-Mustafa, Fakharh Muhabat, Bahram Kazemian

Published in Communication and Linguistics Studies (Volume 1, Issue 1)

Received: 22 April 2015 Accepted: 27 April 2015 Published: 29 April 2015

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Abstract

This qualitative-descriptive study highlights the semantic property of the slogans of TV commercials. The study focuses on the analysis of linguistic tools used by the copywriters of TV commercials to influence the target audience. Leech’s (1981) associative meaning with its sub-types provide a theoretical basis to the study. The research displays multiple strategies used by the copywriters. It underscores the associations attached to the keywords of the selected slogans according to the mentioned theory of meaning. The research helps the TV viewers to understand the guile used by the copywriters to entrap them as well as the researchers of the field of semantics.

Published in	Communication and Linguistics Studies (Volume 1, Issue 1)
DOI	10.11648/j.cls.20150101.12
Page(s)	7-12
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2015. Published by Science Publishing Group

Keywords

Language, TV Commercials’ Slogans, Semantic Analysis, Rhetorical Strategies, Persuasiveness

References

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[2]	Dada, S, A. (2010). Language Use and Communication Artifacts in GSM Aderts in Nigeria. Linguistik online.
[3]	Durrani, N. Hussain, S. (2010). Urdu Word Segmentation-Association for Computational Linguistics. Retrieved from www.aclweb.org/anthology/N10-1077.pdf‎ on 20/12/2013.
[4]	Emodi, L, N. (2011). A Semantic Analysis of the Language of Advertising. An International Multi-Disciplinary Journal, Ethiopia. 5(4) 21. 316-326.
[5]	Fuertes-Olivera, PA. Velasco-Sacristan, M. Arribas-Bano, A. Samaniego-Fernandez, E. (‎2001). Persuasion and advertising English: Metadiscourse in slogans and headlines. Journal of Pragmatics.33 (8) 1291-1307.
[6]	Kazemian, B., Behnam, B. & Ghafoori, N., (2013). Ideational grammatical metaphor in scientific texts: A Hallidayan perspective. International journal of Linguistics, 5(4), 146-168. http://dx.doi.org/10.5296/ijl.v5i4.4192.
[7]	Kazemian, B. & Hashemi, S., (2014a). Nominalizations in scientific and political genres: a systemic functional linguistics perspective. International Journal of Humanities and Social Sciences, 3(2), 211-228. Retrieved from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2514388.
[8]	Kazemian, B. & Hashemi, S., (2014b). Critical discourse analysis of Barack Obama's 2012 speeches: Views from systemic functional linguistics and rhetoric. Theory and Practice in Language Studies, 4(6), 1178-1187. doi:10.4304/tpls.4.6.1178-1187.
[9]	Kostkova, Bc, P. (2008). Advertising of Food Products. Diploma Thesis. Retrieved from is.muni.cz/th/104550/pedf_m/DP_hotovo.doc‎ on 1/1/2014.
[10]	Lapasansca, J. (2006). The language of advertising with the concentration on the linguistic means and the analysis of advertising Slogans. Diploma thesis. Retrieved from on 6/12/2013.
[11]	Leech, G. (1981). Semantics: the study of meaning. Penguin, London.
[12]	Love, N. (1983). Translational Semantics: A discussion of the second edition of Geoffery Leech’s Semantics: the study of Meaning. Stellenbosch Paper in Linguistics, 11,115-136. Doi: 10.5774/11-0-106.
[13]	Mao, C. (2013). Associative meaning in social and cultural context. 2nd International Conference on Science and Social Research (ICSSR 2013). Retrieved from www.atlantis-press.com/php/download_paper.php?id=779 on 12/2/14.
[14]	Martin, E. (2003). Mixing English in French Advertising. World Englishes. Blackwell Publishers Ltd 2002. DOI: 10.1111/1467-971X.00256.
[15]	Melchenko, L. (2003). Inferences in advertising: A study of Swedish and Russian TV commercials. Master’s thesis. Retrieved from: http://lup.lub.lu.se/luur/download?func=downloadFile&recordOId=1330117&fileOId=1330118 on 3/1/2014.
[16]	Sarage, J. (2012). Dee Ayu:A Semantic Analysis of Language Used in the Slogan of the Auto Mobile in Indonesia. Retrieved from,ayudewiputri.blogspot.com/2012/.../semantic-analysis- of-language-used-...‎ on 3/1/2014
[17]	Schmidt, R and Kess, F, F. (1986). Television Advertising and Televangelism: Discourse Analysis of Persuasive Language. John Benjamins Publication Company. Retrieved from books.google.com.pk/books?isbn=9027225559 on 1/5/2014.
[18]	Yusuf, N, L. (2010). A study on the associative meanings of the Jakarta Post Weekender Magazine. Doctoral thesis. Retrieved from www.academia.edu/.../a_study_on_the_associative_meanin... on 2/2/14.

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Mehwish Noor, Raza-e-Mustafa, Fakharh Muhabat, Bahram Kazemian. (2015). The Language of TV Commercials’ Slogans: A Semantic Analysis. Communication and Linguistics Studies, 1(1), 7-12. https://doi.org/10.11648/j.cls.20150101.12

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Mehwish Noor; Raza-e-Mustafa; Fakharh Muhabat; Bahram Kazemian. The Language of TV Commercials’ Slogans: A Semantic Analysis. Commun. Linguist. Stud. 2015, 1(1), 7-12. doi: 10.11648/j.cls.20150101.12

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AMA Style

Mehwish Noor, Raza-e-Mustafa, Fakharh Muhabat, Bahram Kazemian. The Language of TV Commercials’ Slogans: A Semantic Analysis. Commun Linguist Stud. 2015;1(1):7-12. doi: 10.11648/j.cls.20150101.12

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@article{10.11648/j.cls.20150101.12,
  author = {Mehwish Noor and Raza-e-Mustafa and Fakharh Muhabat and Bahram Kazemian},
  title = {The Language of TV Commercials’ Slogans: A Semantic Analysis},
  journal = {Communication and Linguistics Studies},
  volume = {1},
  number = {1},
  pages = {7-12},
  doi = {10.11648/j.cls.20150101.12},
  url = {https://doi.org/10.11648/j.cls.20150101.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.cls.20150101.12},
  abstract = {This qualitative-descriptive study highlights the semantic property of the slogans of TV commercials. The study focuses on the analysis of linguistic tools used by the copywriters of TV commercials to influence the target audience. Leech’s (1981) associative meaning with its sub-types provide a theoretical basis to the study. The research displays multiple strategies used by the copywriters. It underscores the associations attached to the keywords of the selected slogans according to the mentioned theory of meaning. The research helps the TV viewers to understand the guile used by the copywriters to entrap them as well as the researchers of the field of semantics.},
 year = {2015}
}

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TY  - JOUR
T1  - The Language of TV Commercials’ Slogans: A Semantic Analysis
AU  - Mehwish Noor
AU  - Raza-e-Mustafa
AU  - Fakharh Muhabat
AU  - Bahram Kazemian
Y1  - 2015/04/29
PY  - 2015
N1  - https://doi.org/10.11648/j.cls.20150101.12
DO  - 10.11648/j.cls.20150101.12
T2  - Communication and Linguistics Studies
JF  - Communication and Linguistics Studies
JO  - Communication and Linguistics Studies
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EP  - 12
PB  - Science Publishing Group
SN  - 2380-2529
UR  - https://doi.org/10.11648/j.cls.20150101.12
AB  - This qualitative-descriptive study highlights the semantic property of the slogans of TV commercials. The study focuses on the analysis of linguistic tools used by the copywriters of TV commercials to influence the target audience. Leech’s (1981) associative meaning with its sub-types provide a theoretical basis to the study. The research displays multiple strategies used by the copywriters. It underscores the associations attached to the keywords of the selected slogans according to the mentioned theory of meaning. The research helps the TV viewers to understand the guile used by the copywriters to entrap them as well as the researchers of the field of semantics.
VL  - 1
IS  - 1
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Author Information

Mehwish Noor

Department of English, University of Gujrat, Punjab, Pakistan
Raza-e-Mustafa

Department of English, University of Gujrat, Punjab, Pakistan
Fakharh Muhabat

Department of English, University of Gujrat, Punjab, Pakistan
Bahram Kazemian

Department of English, College of Persian Literature and Foreign Languages, Tabriz Branch, Islamic Azad University, Tabriz, Iran

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APA Style

Mehwish Noor, Raza-e-Mustafa, Fakharh Muhabat, Bahram Kazemian. (2015). The Language of TV Commercials’ Slogans: A Semantic Analysis. Communication and Linguistics Studies, 1(1), 7-12. https://doi.org/10.11648/j.cls.20150101.12

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ACS Style

Mehwish Noor; Raza-e-Mustafa; Fakharh Muhabat; Bahram Kazemian. The Language of TV Commercials’ Slogans: A Semantic Analysis. Commun. Linguist. Stud. 2015, 1(1), 7-12. doi: 10.11648/j.cls.20150101.12

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AMA Style

Mehwish Noor, Raza-e-Mustafa, Fakharh Muhabat, Bahram Kazemian. The Language of TV Commercials’ Slogans: A Semantic Analysis. Commun Linguist Stud. 2015;1(1):7-12. doi: 10.11648/j.cls.20150101.12

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@article{10.11648/j.cls.20150101.12,
  author = {Mehwish Noor and Raza-e-Mustafa and Fakharh Muhabat and Bahram Kazemian},
  title = {The Language of TV Commercials’ Slogans: A Semantic Analysis},
  journal = {Communication and Linguistics Studies},
  volume = {1},
  number = {1},
  pages = {7-12},
  doi = {10.11648/j.cls.20150101.12},
  url = {https://doi.org/10.11648/j.cls.20150101.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.cls.20150101.12},
  abstract = {This qualitative-descriptive study highlights the semantic property of the slogans of TV commercials. The study focuses on the analysis of linguistic tools used by the copywriters of TV commercials to influence the target audience. Leech’s (1981) associative meaning with its sub-types provide a theoretical basis to the study. The research displays multiple strategies used by the copywriters. It underscores the associations attached to the keywords of the selected slogans according to the mentioned theory of meaning. The research helps the TV viewers to understand the guile used by the copywriters to entrap them as well as the researchers of the field of semantics.},
 year = {2015}
}

Copy | Download

TY  - JOUR
T1  - The Language of TV Commercials’ Slogans: A Semantic Analysis
AU  - Mehwish Noor
AU  - Raza-e-Mustafa
AU  - Fakharh Muhabat
AU  - Bahram Kazemian
Y1  - 2015/04/29
PY  - 2015
N1  - https://doi.org/10.11648/j.cls.20150101.12
DO  - 10.11648/j.cls.20150101.12
T2  - Communication and Linguistics Studies
JF  - Communication and Linguistics Studies
JO  - Communication and Linguistics Studies
SP  - 7
EP  - 12
PB  - Science Publishing Group
SN  - 2380-2529
UR  - https://doi.org/10.11648/j.cls.20150101.12
AB  - This qualitative-descriptive study highlights the semantic property of the slogans of TV commercials. The study focuses on the analysis of linguistic tools used by the copywriters of TV commercials to influence the target audience. Leech’s (1981) associative meaning with its sub-types provide a theoretical basis to the study. The research displays multiple strategies used by the copywriters. It underscores the associations attached to the keywords of the selected slogans according to the mentioned theory of meaning. The research helps the TV viewers to understand the guile used by the copywriters to entrap them as well as the researchers of the field of semantics.
VL  - 1
IS  - 1
ER  -

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