Magister Artium - MA (Linguistics, Language and Communication)

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https://hdl.handle.net/10566/9826

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Browsing by Subject "Advertising"

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    Resemiotization and discourse practices in selected television advertisements in South Africa
    (University of the Western Cape, 2011) Thabela, Tendani Mulanga; Banda, Felix
    This study demonstrates how advertisers re-voice and re-perform others' gestures and actions (Prior and Hengst, 2010). The focus is on the mobility of semiosis across boundaries and practices. It uses Multimodal Discourse Analysis (Kress and Van Leeuwen, 1996, 2001, 2006) Semiotic Remediation/Resemiotization (Iedema, 2003, 2010; Prior and Hengst, 2010) as the theoretical/analytical framework. The idea is to explore how semiotic elements are remediated through intertextual references and multimodality and how semiotic remediation is employed in the process of re-creation and re-purposing of objects and messages in the selected television advertisements. Drawing on MTN, Vodacom, Kentucky Fried Chicken (KFC) and Nando's television advertisements, the study shows how popular, historical, cultural and political discourse is reproduced and re-lived as a creative idea in the selected television advertisements in the process of re-branding. In this regard, resemiotization or semiotic remediation is seen as social practice and an integral part of the marketing strategy in the South African television advertising industry. Upon examination, the study establishes that some selected television advertisements have been extensively re-worked and re-purposed. Therefore, resemiotization and/or semiotic remediation are found to be resourceful tools for the marketing discourse. Thus, the study found that South African advertising discourse depends primarily on societal discourses such as politics, history, cultural traditions and popular culture as its base for creativity. In terms of language use in South African advertising, the study has revealed that television advertisements are moving towards a localised language practice and/or localised English.
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    Semiotics and strategies of property marketing in a post-apartheid South Africa: a case of three selected areas in Cape Town.
    (University of the Western Cape, 2024) Fredricks, Kaylin
    The property marketing landscape in post-apartheid South Africa is continuously evolving and is shaped by technological advancements, changing buyer preferences, and societal trends. Understanding demographic patterns and preferences helps stakeholders tailor marketing efforts to specific target markets. Property agents are continuously competitive in branding and positioning themselves, and marketing houses to a diverse and democratic society. The diversity of the population, fast urban growth, and changed living patterns shape the property marketing landscape. The real estate industry should be able to respond to the challenges of marketing properties across different communities regarding socio-economic background and reflecting the nation's transformation. Due to this, property agents make use of language, visuals, and branding that aligns with South Africa's multicultural society while keeping in mind the legacy of apartheid-era inequalities. This study focuses on how semiotics is used in the different advertisements presented on Property24 by the marketing agents. This research examines ways in which real estate companies create their brand identity, make use of devise differential messages, and refine their messages for specific target audiences in a post-apartheid South Africa through focusing on three different areas within Cape Town: Durbanville, Mitchells Plain, and Khayelitsha.