What is it about?
This qualitative-descriptive study highlights the semantic property of the slogans of TV commercials. The study focuses on the analysis of linguistic tools used by the copywriters of TV commercials to influence the target audience. Leech’s (1981) associative meaning with its sub-types provide a theoretical basis to the study. The research displays multiple strategies used by the copywriters. It underscores the associations attached to the keywords of the selected slogans according to the mentioned theory of meaning. The research helps the TV viewers to understand the guile used by the copywriters to entrap them as well as the researchers of the field of semantics.
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Why is it important?
The study is based on Leech’s semantic theory; types of meaning, particularly, associative type of meaning. It is further sub-categorized in, connotative, collective, affective, stylistic, thematic and reflected meaning. The associative type of meaning provides a conceptual framework to analyze the meaning making and comprehension process of the slogans of selected TV commercials.
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To cite this article: Noor, M., Mustafa, R., Muhabat, F. & Kazemian, B. (2015). The Language of TV Commercials’ Slogans: A Semantic Analysis. Communication and Linguistics Studies. 1(1), 7-12. DOI: 10.11648/j.cls.20150101.12.
Dr. Bahram Kazemian
Islamic Azad University Tabriz Branch
Read the Original
This page is a summary of: The Language of TV Commercialss Slogans: A Semantic Analysis, SSRN Electronic Journal, January 2015, Elsevier,
DOI: 10.2139/ssrn.2603997.
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