Semiotic analysis is the study of language, texts and communication. It shows how
meanings are constructed and what these meanings are. This seminar paper will concentrate
on the analysis of parallelism and recurrences in advertising copy. To begin with, I will give a
short explanation of specific terms that are central to the paper and need clarification. In
chapter three and four, the document will focus on the use of parallelism in spoken as well as
in written discourse including a table with the possible constellations of correspondence,
while the fifth chapter deals with the use of recurrence and parallelism in advertising copy.
Furthermore, I will give several examples and present a few other parallel constructions that
occur in advertisements. To conclude, the term paper discusses the question of paraphrasing
and repeating as being patterns of style, ending with a summary of the results. The expression “advertising derives from the medieval Latin verb advertere” and
means ‘to direct one’s attention to’ (Danesi 1995:11). Today advertisements are understood as
“any type or form of public announcement intended to promote the sale of specific
commodities or services” (ibd.). They are predominately used for commercial purpose;
especially for the so-called consumer advertising where the intention of the ad is the
marketing of a certain product. Commercials and advertisements function by means of
persuasion – the messages are designed in a manner that influences the way the consumer
perceives goods, a discovery that will help later on to understand the use of parallelism in
advertising. [...]
Table of Contents
- Introduction
- Advertising and Parallelism
- Repetition in Spoken Discourse
- Parallelism and Recurrence in Written Discourse
- The Use of Parallelism and Recurrence in Advertising
- REPEATING
- PARAPHRASING
- Conclusion
Objectives and Key Themes
This seminar paper aims to analyze parallelism and recurrences in advertising copy through the lens of semiotic analysis. It will explore how these linguistic patterns contribute to the construction of meaning and the persuasive effect of advertising. The paper will also examine the different forms of parallelism and recurrence, particularly in spoken and written discourse.
- Semiotic analysis of advertising copy
- Parallelism and recurrence as linguistic patterns
- The role of repetition and paraphrasing in advertising
- Persuasive techniques in advertising
- The construction of meaning in advertising
Chapter Summaries
- Introduction: This chapter introduces the concept of semiotic analysis and its focus on studying language, texts, and communication. It outlines the specific area of focus: parallelism and recurrences in advertising copy. The chapter also explains key terms relevant to the paper and provides a brief overview of the following chapters.
- Advertising and Parallelism: This chapter defines advertising and its function in promoting the sale of goods and services. It explains the concept of parallelism as a stylistic device used to emphasize specific aspects and outlines different types of parallelism: synonymic, antithetical, and synthetic.
- Repetition in Spoken Discourse: This chapter discusses the use of repetition in spoken language, acknowledging its frequent occurrence despite its potential for being considered bad style. Different forms of repetition are presented, ranging from phonetic and prosodic features to lexical, syntactic, and semantic levels.
- Parallelism and Recurrence in Written Discourse: This chapter delves into the concept of parallelism in written discourse, particularly focusing on its use in sentence structures. The chapter explores various definitions and examples of parallelism, including its function in creating coherence and emphasis.
- The Use of Parallelism and Recurrence in Advertising: This chapter specifically examines the application of parallelism and recurrence within advertising copy. It explores the use of repetition and paraphrasing in this context, highlighting their role in creating memorable slogans and influencing consumer perception.
Keywords
This paper focuses on the following key terms and concepts: semiotic analysis, advertising, parallelism, recurrence, repetition, paraphrasing, spoken discourse, written discourse, persuasive techniques, and the construction of meaning. The paper delves into the application of these concepts in advertising copy and investigates how they contribute to the overall persuasive effect of advertising.
- Citation du texte
- Ilka Kreimendahl (Auteur), 2001, Parallelism in Advertising Copy, Munich, GRIN Verlag, https://www.grin.com/document/16642
