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oa Litnet Akademies : 'n Joernaal vir die Geesteswetenskappe, Natuurwetenskappe, Regte en Godsdienswetenskappe - Woordspeling en die vorming van handelsname in gedrukte advertensiekommunikasie : geesteswetenskappe

 

Abstract

Taal is een van die instrumente wat kopieskrywers gebruik om die teikenmark se aandag in advertensies te trek. Hierdie instrument kan op verskillende maniere aangewend word om die teikenmark se belangstelling in 'n oorversadigde mediakonteks te prikkel. Om werklik funksioneel vir die bemarkingsboodskap te wees, moet die woordspel (aandag gevra) op die produk/diens of handelsnaam gerig wees om byvoorbeeld 'n nuut-saamgestelde woord soos na aanleiding van die handelsnaam Tussers, of na aanleiding van die handelsnaam Spur, te skep. Dubbelsinnigheid kan 'n waardevolle instrument wees om die teikenmark se aandag te trek, aangesien dubbelsinnigheid die teikenmark intellektueel (kognitief) uitdaag. In 'n Audi-motoradvertensie is die slagspreuk "Every girl needs a little black number" byvoorbeeld gemik op die nuwe Audi wat jy moet koop, maar ook op 'n swart rok as 'n standaardmode-item. Die meisie in haar klassieke swart rokkie is visueel funksioneel, omdat dit dubbelsinnigheid help skep. Vaagheid is ook 'n waardevolle instrument wat gebruik word om 'n handelsnaam te bemark en die teikenmark se aandag te trek. Die gebruik van vaagheid as instrument help om assosiasies binne die advertensie te skep, aangesien konnotasie in advertensietaal belangriker is as die denotasie van woorde/uitdrukkings/beelde. Sekere parfuumhandelsname, soos Passion, word byvoorbeeld met romanse en passie geassosieer, terwyl ander, soos Tommy Girl, met vryheid geassosieer word. Die klassifikasie en/of kategorieë is geïdentifiseer op grond van empiriese navorsing waartydens Suid-Afrikaanse gedrukte advertensies tussen 2002 en 2012 ontleed is. Dié navorsing kan ook toegepaste waarde hê by die onderrig van toegepaste linguistiek en kopieskryf.


In advertising communication the focus is on the attention of the target market and the longer the copywriter can keep the attention, the better the chance that the marketing message can be delivered. Two of the many devices (like intertextuality, metaphor, controversy, etc.) copywriters use are the linguistic constructs ambiguity and vagueness.
Language is one of the instruments that copywriters use to attract the attention of their target market. This instrument can be used in different ways to attract attention in the overloaded media context.
For example, certain perfume brand names, like Passion, are associated with romance and passion, while others, like Tommy Girl, are associated with freedom.
For wordplay to be functional in terms of the marketing message, it must be focused on the product/service, or even better, the brand name. Ambiguity is one type of wordplay. Ambiguity occurs when an advertiser deliberately isolates a word and turns it into the unit of meaning. Thus, if the word is taken out of context, it becomes ambiguous. The word ( in Afrikaans), for example, could refer to the flawless diamonds as well as the flawless complexion of the model in a skincare advertisement, although the attention is focused on the container now filled with diamonds.
In advertising communication, ambiguity attracts the public's attention for specific creative or humorous reasons. Ideally, the ambiguity should focus on the brand name or type of product, for example the word (Afrikaans ) when the Toyota Tazz is advertised, or the word when Mediclinic hospitals advertise their service to pregnant women with: "Expecting the best?" (Afrikaans: "Verwag u die beste?")
Contrasting with ambiguity is vagueness. A concept can be seen as vague if the meaning cannot be communicated in a direct manner. Vague communication is the lacking in semantic demarcation of meaning.

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/content/litnet/11/1/EJC151162
2014-03-01
2016-12-06
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