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n Tydskrif vir Geesteswetenskappe - Retoriese stylfigure as intellektuele spel in advertensiekommunikasie - : navorsings- en oorsigartikel

Volume 54, Issue 3
  • ISSN : 0041-4751

Abstract

Advertensiekommunikasie het 'n unieke aard en verskillende talige en visuele meganismes word gebruik ten einde die teikenmark se aandag te trek. Retoriese stylfigure, as vorm van figuurlike taalgebruik, is een van die instrumente wat kopieskrywers gebruik om die teikenmark se aandag in gedrukte advertensies te trek. Retoriese stylfigure kan egter op verskillende wyses aangewend word. In hierdie ondersoek word daar vanuit 'n semantiese perspektief gekyk na retoriese stylfigure (talig en visueel) wat tot beskikking van die kopieskrywer is, om kreatief die teikenmark se aandag te trek. Die fokus in hierdie empiriese ondersoek val verder ook op die wyse waarop visuele tekens in advertensies die talige tekens eggo, oftewel ondersteun, in die konstruering van die bemarkingsboodskap.


Advertising communication has a unique character and different techniques are used to draw the consumer's attention. The way in which the message is communicated in the advertisement often contributes to the impact of the advertising message. This research article forms part of a bigger research project that focuses specifically on the ways in which advertising language communicates creatively. Furthermore, the way in which visual signs echo the linguistic signs and contribute to the construction of the marketing message is observed.
Figurative language and semiotic signs are some of the mechanisms copywriters use to draw the consumer's attention. Literature that focuses on the linguistic and visual analysis of advertising communication is limited. A variety of definitions for figurative language exist in the literature, since different authors have different perspectives given a particular data set and time frame. In this study creative signs used in advertising in order to increase the impact of the advertisement (e.g. language play, rhetorical figures and semiotic signs), are studied from a Cognitive Semantic and linguistic perspective. A qualitative investigation was launched in order to describe the character of the manifestation of these rhetorical figures in advertising communication. Based on the primary objective of the study, to give an overview of the manifestation of creative concepts in South African print advertising communication, the secondary objectives were identified. These objectives were to explain the definition and nature of terms such as language play (idiomatic expressions, personification and wordplay), rhetorical figures of speech (comparisons, analogies and metaphor) and semiotic signs (indexes, icons and symbols). South African print advertisements were used as data set. A further objective was to obtain an overview of the gains and risks in the use of these attention drawing mechanisms in the interest of training linguists and copywriting students.

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/content/akgees/54/3/EJC157891
2014-09-01
2019-08-21

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