-
2144
-
1203
-
869
-
782
-
671
The Role of Language in the Effectiveness of Social Advertising
DOI:
https://doi.org/10.30564/fls.v6i5.7036Abstract
The study aims to analyse and evaluate language's role in shaping social advertising's effectiveness from a linguistic perspective. Methods. The survey method, the method of linguistic analysis and classification of linguistic strategies and techniques, and the Weissman-Ricks Emotional State Inventory (WRESI) were used in the study. The statistical analysis was carried out using the Pearson criterion. The validity of the methods was tested using Cronbach's coefficient. Results. 52% of advertising materials contain emotional words. This result indicates a strong reaction from the audience, which is confirmed by the high Pearson's coefficient (0.83). Words describing the problem were also prevalent in 47% of the advertising materials. They had a high Pearson's coefficient (0.75), which underscores their importance in clearly addressing the problem and strengthening the effectiveness of advertising. The highlighted language means helped to increase the emotional involvement of respondents. Thus, it contributed to the effectiveness of the advertising message. Conclusions. Language plays a crucial role in the effectiveness of social advertising. It conveys information and creates emotional connections with the audience, helping to form and maintain social beliefs and cause changes. This approach increases the effectiveness of social advertising and its impact on society. Prospects. Future research perspectives may include analysing the effect of different language strategies on various audience groups, considering their age categories, social status, cultural characteristics, etc.
Keywords:
Language of Advertising; Advertising Discourse; Advertising Novelties; Slogan; Linguistic Analysis; Language Means; Advertising TextReferences
[1] Xiao, L., Li, X., Zhang, Y., 2023. Exploring the factors influencing consumer engagement behavior regarding short-form video advertising: A big data perspective Journal of Retailing and Consumer Services. 70, 103170. DOI: https://doi.org/10.1016/j.jretconser.2022.103170
[2] Rudenko, N.V., 2023. Linguopragmatic aspects of English-language advertising texts. International Scientific Journal “Internauka”. 7(141), 41–45. Available from: http://surl.li/sibmx
[3] Kulykova, V., Lytvynova, T., 2020. Structural and morphological means of realising the pragmatic impact of French social advertising messages. Young Scientist. 2(78), 459–462. DOI: https://doi.org/10.32839/2304-5809/2020-2-78-97
[4] Ahn, S.J., Kim, J., Kim, J., 2023. The future of advertising research in virtual, augmented, and extended realities. International Journal of Advertising. 42(1), 162–170. DOI: https://doi.org/10.1080/02650487.2022.2137316
[5] Zhang, P., Wang, X.D.B., Cao, Y., et al., 2023. Internlm-xcomposer: A vision-language large model for advanced text-image comprehension and composition. Computer Science. DOI: https://doi.org/10.48550/arXiv.2309.15112
[6] Hosain, M.S., Mamun. A.M.A., 2023. Facebook-based social media marketing and Facebook-based online purchases: Evidence from the Facebook page admins of selected South Asian fashion retailers. Journal of Electronic Business & Digital Economics. 2(2), 191–212. DOI: https://doi.org/10.1108/JEBDE-03-2023-0005
[7] Mason, A.N., Narcum, J., Mason, K., et al., 2021. Social media marketing gains importance after Covid–19. Cogent Business and Management. 8(1). DOI: https://doi.org/10.1080/23311975.2020.1870797
[8] Tomchuk, O., Tserklevych, V., Hurman, O., et al., 2020. The efficiency of higher education institutions: Evaluation and management of managers. Estudios de Economia Aplicada. 38(4). DOI: http://dx.doi.org/10.25115/eea.v38i3%20(1).4046
[9] Hanzha, K.L., 2024, March. Medialinguistic resource of verbal means of influence. In Proceedings of the 9th International Scientific and Practical Conference “Theoretical and Practical Aspects of the Development of Science and Education”; Prague, Czech Republic; 5–8 March 2024; International Science Group. pp. 205–213.
[10] Hrynenko, I.V., Romanchuk, S.M., 2020. The semiotic nature of social advertising. Scientific Notes of TNU Named after V. I. Vernadskyi. Series: Philology. Social Communications. 31(70), 121–126. DOI: https://doi.org/10.32838/2663-6069/2020.1-4/22
[11] Davydenko, N., Dobrovolska, D., Diachenko, L., et al., 2022. The problem of preserving the pragmatics of a social advertising slogan during translation. In: Current Problems of Modern Translation Studies, Linguo-Regional Studies and the Theory of Intercultural Communication: A Collection of Materials of the VII All-Ukrainian Scientific and Practical Internet Conference with International Participation. Vinnytsia. Available from: http://vtei.edu.ua/doc/2022/konf0410/zb2.pdf#page=22
[12] Devos, A.O., 2023. Communicative dimension of social advertising: Linguopragmatic characteristics of the addresser and the addressee. Transcarpathian Philological Studies. 28, 130–134. Available from: https://elibrary.kubg.edu.ua/id/eprint/45677
[13] Torresi. I., 2020. Translating Promotional and Advertising Texts. Routledge: London, UK. pp. 1–224.
[14] Al Falaq, J.S., Puspita, D., 2021. Critical discourse analysis: Revealing masculinity through l-men advertisement. Linguistics and Literature Journal. 2(1), 62–68. DOI: https://doi.org/10.33365/llj.v2i1.764
[15] Sakhiyya, Z., Martin-Anatias, N., 2023. Reviving the language at risk: A social semiotic analysis of the linguistic landscape of three cities in Indonesia. International Journal of Multilingualism. 20(2), 290–307. DOI: https://doi.org/10.1080/14790718.2020.1850737
[16] Kim. E.A., Kim, D., Shoenberger, H., 2023. The next hype in social media advertising: Examining the effectiveness of virtual influencers' brand endorsement. Frontiers in Psychology. 14, 1089051. DOI: https://doi.org/10.3389/fpsyg.2023.1089051
[17] Latif, F.A., Suryani, T., 2024. Can social advertising and Internet meme enhance consumer trust and satisfaction? Wiga: Jurnal Penelitian Ilmu Ekonomi. 14(1), 27–40. DOI: https://doi.org/10.30741/wiga.v14i1.1150
[18] Casais. B., Pereira. A.C., 2021. The prevalence of emotional and rational tone in social advertising appeals. RAUSP Management Journal. 56, 282–294. DOI: https://doi.org/10.1108/RAUSP-08-2020-0187
[19] Roik, O.O., Ovsyak, V.K., 2024. Development and evaluation of advertising in social media. Scientific Bulletin of UNFU. 34(1), 78–84. DOI: https://doi.org/10.36930/40340111
[20] Wessman, A.E., Ricks, D.F., 1966. Mood and Personality. Holt, Rinehart, & Winston: New York, NY, USA. pp. 1–317.
[21] Devos, A.O., 2023. Linguistic dimension of modern European social advertising. Scientific Notes of the National University “Ostroh Academy": Series “Philology", 20(88). 3–6. DOI: https://doi.org/10.25264/2519-2558-2023-20(88)-3-6
[22] Kulykova, V., 2021. Strategies of speech influence in the discourse of social advertising (on the material of French and Ukrainian languages). LINGUA MONTENEGRINA the Magazine of Linguistic, Literary and Cultural Issues God. XIV. 2(28), 55. Available from: http://surl.li/sibol
[23] Klos, L., Dzhavadian, O-M., 2021. Social advertising as a tool for social work in Ukraine. Social Work and Education. 8(2), 190–203. DOI: https://doi.org/10.25128/2520-6230.21.2.5
[24] Zeng, F., Wang, R., Li, S.Y., et al., 2022. Social media advertising through private messages and public feeds: A congruency effect between communication channels and advertising appeals. Information & management. 59(4), 103646. DOI: https://doi.org/10.1016/j.im.2022.103646
[25] Kim, C., Jeon, H.G., Lee, K.C., 2020. Discovering the role of emotional and rational appeals and hidden heterogeneity of consumers in advertising copies for sustainable marketing. Sustainability. 12(12), 5189. DOI: https://doi.org/10.3390/su12125189
[26] Gong, Z., Cummins, R.G., 2020. Redefining rational and emotional advertising appeals as available processing resources: Toward an information processing perspective. Journal of Promotion Management. 26(2), 277–299. DOI: https://doi.org/10.1080/10496491.2019.1699631
[27] Khoda, L.D., 2020. Advertising language in the period of the Covid-19 coronavirus pandemic (on the materials of Ukrainian and Slovak texts). “South Аrchive” (Рhilological Sciences). 82, 130–134. DOI: https://doi.org/10.32999/ksu2663-2691/2020-82-22
[28] Huy, M., Thu, A., 2023. A comparison study of linguistic features in English ads for men and women: A case study. International Journal of Social Science and Education Research Studies. 3(7), 1452–1461. DOI: https://doi.org/10.55677/ijssers/V03I7Y2023-35
[29] Xing, C., Feng, D., 2023. Multimodal intertextuality and persuasion in advertising discourse. Discourse & Communication. 17(5), 613–629. DOI: https://doi.org/10.1177/17504813231170579
[30] Sichkar, S., Kaminska, M., Bryk, M., et al., 2023. Training of future translators through advertising slogans translation. Revista Romaneasca pentru Educatie Multidimensionala. 15(2), 418–439. DOI: https://doi.org/10.18662/rrem/15.2/742
[31] Kuzmenko, O., Kyryliuk, O., Bublyk, T., et al., 2023. Linguistic dimension of political advertising: Analysis of linguistic means of manipulative influence. World Journal of English Language. 13(1), 205–211. DOI: https://doi.org/10.5430/wjel.v13n1p205
Downloads
How to Cite
Issue
Article Type
License
Copyright © 2024 Anastasiia Devos, Iryna Onofriichuk, Iryna Fedoryshyna, Tetiana Dubovyk, Iryna Buchatska
This is an open access article under the Creative Commons Attribution 4.0 International License.