The language of advertising : a contrastive study of advertising texts in British English, Malaysian English and Malay
This thesis posits that advertising texts contain cultural messages. It identifies and analyzes the linguistic and paralinguistic contents of advertisements. The study highlights the various functions of advertising visuals and argues that visuals encode cultural and verbal messages. It is important for the translator to know how to disambiguate visuals and ~read~ them. A major part of the thesis is concerned with semantic interplays. Puns, idioms and metaphors are analyzed and an attempt is made at working out their respective typologies. This shows that lexical items encode cultural messages. This provides a means to work out possible translation strategies for translating figurative language. The relationship between visuals and semantic interplay is also highlighted. Gender issues are also explored linguistically and paralinguistically. It is shown that gendered values are prominent in English lexical items. The implications to English into Malay translation of gender related issues are identified.
Abdul-Ghani, Aniswal
Verbal messages; Cultural messages; Gender
The language of advertising : a contrastive study of advertising texts in British English, Malaysian English and Malay. This thesis posits that advertising texts contain cultural messages. It identifies and analyzes the linguistic and paralinguistic contents of advertisements. The study highlights the various functions of advertising visuals and argues that visuals encode cultural and verbal messages. It is important for the translator to know how to disambiguate visuals and ~read~ them. A major part of the thesis is concerned with semantic interplays. Puns, idioms and metaphors are analyzed and an attempt is made at working out their respective typologies. This shows that lexical items encode cultural messages. This provides a means to work out possible translation strategies for translating figurative language. The relationship between visuals and semantic interplay is also highlighted. Gender issues are also explored linguistically and paralinguistically. It is shown that gendered values are prominent in English lexical items. The implications to English into Malay translation of gender related issues are identified.
language advertising contrastive_study advertise text british_english malaysian english malay posit advertise text_contain cultural message identifies analyze linguistic paralinguistic content advertisement study_highlight various function advertise argue encode cultural verbal message important translator know disambiguate read them major_part concern semantic interplay idioms metaphor analyze attempt_make work respective typology show lexical_item encode cultural message provide mean work possible translation_strategy translate figurative_language relationship semantic interplay also_highlight gender issue also_explore linguistically show gendered value prominent english lexical_item implication english malay translation gender relate_issue identify