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Masaryk University Faculty of Arts Department of English and American Studies the Role of Cultural Specificity

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Masaryk University Faculty of Arts Department of English and American Studies the Role of Cultural Specificity Masaryk University Faculty of Arts Department of English and American Studies English Language and Literature (Linguistics) Zuzana Karulová The Role of Cultural Specificity: Defamiliarization in Advertising Master‟s Diploma Thesis Supervisor: doc. PhDr. Ludmila Urbanová, CSc. 2012 I declare that I have worked on this thesis independently, using only the primary and secondary materials listed in the bibliography. .................................................. Author‟s signature In these few lines I would like to express my enormous gratitude to Doc. PhDr. Ludmila Urbanová, CSc. for her unfailing support and encouragement she has given to me throughout the process of writing this diploma thesis. I would like to thank her also for her warm attitude and willingness to help me whenever it was needed. TABLE OF CONTENTS 1. Introduction ...................................................................................................................... 1 1.1. Corpus Description ...................................................................................................... 3 1.2. Theoretical Preliminaries ............................................................................................ 6 1.3. Hypotheses .................................................................................................................. 7 I. THE LINGUISTIC PART .............................................................................................. 8 2. Advertising Discourse ...................................................................................................... 8 2.1. Discourse Elements ..................................................................................................... 8 2.2. Advertising & Accompanying Discourses ................................................................ 11 2.3. Advertising & Society ............................................................................................... 12 2.4. Advertising & Cultural Specificity ........................................................................... 13 2.5. Copy Adaptation in Advertising ............................................................................... 16 3. Prosody in Advertising .................................................................................................. 24 4. Linguistic Deviations ..................................................................................................... 39 5. Storytelling Advertisements .......................................................................................... 57 II. THE NON-LINGUISTIC PART .................................................................................. 65 6. Paralanguage in Advertising ......................................................................................... 65 6.1. Graphetics in Advertising .......................................................................................... 68 6.2. Graphetic and Phonetic Deviations ........................................................................... 70 7. Conclusions ..................................................................................................................... 75 Bibliography ............................................................................................................................ 78 Summary .................................................................................................................................. 83 Resumé ..................................................................................................................................... 84 Appendix .................................................................................................................................. 85 GLOSSARY OF TERMS Alliteration – a phonological parallelism, a letter sound is repeated. Backgrounding – a placement of certain advertising element in the background. Connotation – an idea or feeling which a word invokes for a person in addition to its literal or primary meaning (Oxford English Dictionary). Denotation – “the literal, dictionary definition of a word, its barest factual meaning” (Goddard 2002. 125). Euphemism – “a polite which seeks to avoid directly naming an idea which makes speakers uncomfortable” (Goddard 2002. 125). Foregrounding – making particular elements central. Graphological – “relating to all the visual aspects of texts, including layout and images” (Goddard 2002. 126). Homonym – each of two or more words having the same spelling or pronunciation but different meanings and origins (Oxford English Dictionary). Paralanguage – “meaningful behaviour accompanying language, such as voice quality, gestures, facial expressions and touch (in speech), and choice of typeface and letter sizes (in writing)” (Cook 1992. 1). Parallelism – a use of paired sounds, words or constructions. Polysemy – “A semantic process by which certain words have several meanings” (Goddard 2002. 127). Prosody – the patterns of rhythm and sound used in poetry; the patterns of stress and intonation in a language (Oxford English Dictionary). Pun – “A comic play on words as a result of a word having more than one meaning or two words with different meaning having the same sound ” (Goddard 2002. 127). Rhetorical Devices – verbal devices employed to attract the reader to the advertisement and to evoke response, e.g. alliteration, metonymy, personification and so on. Typographical – “relating to aspects of typeface, for example different print sizes, fonts and styles” (Goddard 2002. 128). 1. INTRODUCTION Each language and its vocabulary are constantly changing. This corroborates the fact that new words enter unceasingly into lexicon. The changes on the language level are reflected also in the language of advertising. In this thesis I would like to elaborate on the role of cultural specificity in advertising. I will concentrate on how the cultural context determines the successful understanding of advertisements and on the role the cultural background plays in advertising. The second purpose of this thesis is to illustrate that defamiliarization in advertising is on the increase. Needless is to say that I have focused my attention on printed advertisements. Living in present-day society leads us to appreciate our free time thus we carefully decide if we spend it by reading advertisements. To gain our attention the advertising strategies are constantly developing, admen are trying to create a better piece of ad, more interesting, more colourful and therefore new attention seeking devices are being applied. Borrowing of songs, poems, quotes of famous people are a common phenomenon. In my thesis I want to prove that advertising strategies are developing, that various techniques are combined and that very attractive advertisement can be found nowadays. Creation of new words, puns, syntactic and another linguistic deviation are frequently used and without any problem easily found in all kinds of magazines. In all of my advertisements there are some innovative or atypical elements to discuss, therefore the term defamiliarization in the title. This thesis is divided into two sections: the linguistic and non-linguistic part. I will conduct the analysis of both parts based on theory postulated by various linguists. After the theoretical part a practical part will follow. Nonetheless, the analysis will also be accompanied by theoretical comments. 1 First part comprises five chapters: Chapter 1 covers the description of the corpus, a short comment on theoretical preliminaries and the hypotheses stated. Chapter 2 deals with advertising as a discourse type, using the theory postulated by different authors. In this chapter we will elaborate on the role of advertising in society and how it is related with the culture of some country. Chapter 3 is dedicated to prosody in advertising. This term covers various phenomena like the rhythm, rhyme or numerous figures of speech. We will discuss the borrowing of songs, books or movies. Chapter 4 comments on the linguistic deviations found in the texts. We will analyse atypical syntactical constructions, foregrounding or functional conversion in advertisements. Chapter 5 is devoted exclusively to such advertisements which are written with the storytelling technique and these will be analysed. The non-linguistic part is much shorter (for obvious reasons) and consists of Chapter 6 which deals with paralanguage in advertising, i.e. with the graphetics and phonetics. We will see numerous possibilities how the graphology can be used in advertising. Chapter 7 will represent the conclusion where the findings will be stated and hypotheses verified or rejected. In the Appendix selected advertisements will be available. The Appendix will not contain all advertisements because many of them are of the same structure thus there is no purpose in inclosing them all. 2 1.1.Corpus Description My corpus includes sixty advertisements which have been obtained from different sources. These sixty one-page advertisements are selected by the following criterion: all of them were about to be used in a print medium. The first source represents the web page Ads of the World, from where the majority of my advertisements have been extracted and which encompasses an enormous database of ads of all kind of products, media and origin. I selected such advertisements which were depicted in the Media subcategory: print. The web page is divided into three big categories: archive, forum and blog; being the archive the category which is of our
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