hh.sePublications
2728293031323330 of 54
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The use of semiotics and pragmatics in printed advertisements: How consumers make sense of advertisements in relation to established theories
Halmstad University, School of Education, Humanities and Social Science.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This essay is a study which is intended to explore how a well-known makeup company, M.A.C., uses semiotics and pragmatics in their advertisements and how the consumer’s reaction corresponds with what is proposed in the theories. Three printed advertisements were analyzed by the author and six qualitative interviews were conducted with Swedish women of different ages. The analysis of the advertisements identified semiotic and pragmatic features including linguistic and non-linguistic signs, cultural myths, metaphors, similes, pronouns, deixis, visual parallelism as well as the use of Relevance Theory such as enrichment. The results revealed that M.A.C. Cosmetics marketing strategies correlate to, or can be explained by, key theories within pragmatics and semiotics. The results of the interviews show that the majority of the interviewees react correspondingly with what is proposed in the Theoretical Background chapter and the research has validated the theories and confirmed them as useful and effective analytical tools for examining advertising texts. It was also established that the ​advertiser appears to be aware, consciously or not, of​ the cognitive processes involved​ ​in the interpretation of advertisements which Relevance Theory explains, such as enrichment.

Place, publisher, year, edition, pages
2018. , p. 75
Keywords [en]
Advertisement, Advertising, Printed Advertisements, Semiotics, Pragmatics, Swedish Women
National Category
Languages and Literature General Language Studies and Linguistics
Identifiers
URN: urn:nbn:se:hh:diva-38396OAI: oai:DiVA.org:hh-38396DiVA, id: diva2:1264935
Subject / course
English
Educational program
The Language Studies Programme - Processing and Editing Texts, 180 credits
Supervisors
Examiners
Available from: 2018-11-22 Created: 2018-11-21 Last updated: 2018-11-22Bibliographically approved

Open Access in DiVA

fulltext(1488 kB)9 downloads
File information
File name FULLTEXT02.pdfFile size 1488 kBChecksum SHA-512
100ea923d081d86e7a70dbfbca0d40fea12ebc1f8893eef1a6ba6919fbd77b2d46dc35bffe3f5e02c38fa860b2d9a3a419b8b2b97b04af6fedfde49cc85b75b8
Type fulltextMimetype application/pdf

By organisation
School of Education, Humanities and Social Science
Languages and LiteratureGeneral Language Studies and Linguistics

Search outside of DiVA

GoogleGoogle Scholar
Total: 9 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 27 hits
2728293031323330 of 54
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf