'n Diskoersanalitiese ondersoek na die aard van Afrikaanse en Engelse radio-advertensies in reklamekompetisies

[摘要] English: A discourse analytical investigation is done into the nature of Afrikaans and English radioadvertisements in advertisement competitions, namely, The Loerie Awards (English andAfrikaans) and the Pendoring Awards (2005, 2006) with the focus on the following researchquestion:In what way can a discourse analytical investigation into the recursive languagepatterns found in radio advertisements contribute to the establishment of workable guidelinesin order to write credible radio copy?The following goals were set on the basis of the above research question:A) Which language (e.g. dialogue and code-switching) and language-related strategies (e.g.humour and intertextuality) characterise Afrikaans and English radio copy?Advertising and communication do not occur in a socio-economic vacuum, and the fact thatadvertisements communicate with real people via real characters or spokespersons in a givensocio-economic context, would make it possible to draw conclusions about the socioeconomicworld as illustrated by radio advertisements from the selected competitions. Thisbrings me to my second goal:B) What image does South African radio advertisements sketch about the socioeconomicworld, given the marketing message in every advertisement?Given goal A was there a clear distinction made between the terms 'language characteristics'and 'language related characteristics'. The distinction is to a great extent based on VanJaarsveld's (1987:204) distinction between the linguistic and the communicative assumptionsas prerequisite for successful communication. Carstens' (1997:105) distinction betweenconstitutive and regulative principles for textuality according to me further justify thenecessity of the distinction made.The former create and define the form of language behaviour what is to be known astextual communication. That implies that certain rules must be performed to determine thetextuality of a text. The second principle control existing forms of behaviour and has aspremise that this behaviour will still occur even if there do not exist clear rules for them. These assumptions and principles are being discussed in detail in chapters four and five thatcontain the language and language related characteristics.In the literature study an overview is given of the communication process, marketing,integrated marketing communications, advertising and the advertisement process.Here an overview is given of the nature of radio as advertisement medium, as well asof the functions of radio as medium, radio programming, the creative brief, the creative briefand the selling idea, positioning and message strategies. The focus then shifts to advertisingand specifically radio advertising.Next, the data itself and the analysis of each advertisement are discussed. Here thePendoring Toekennings and The Loerie Awards radio prize winners of 2005 / 2006 wereused. Descriptions are given of the inventory variables (humour, intertextuality, codeswitching,and so forth) which were used to analyse the data. Each advertisement is analysedin terms of language and language-related characteristics, and concludes with the marketingmessage of each advertisement.The analyses of the data is consistent with the didactic-academic goal, namely, tocompose guidelines for the writing of creative radio copy, which will be included in theconclusion.The following language characteristics are discussed as a whole in terms of theirrealisation in the data:Dialogue characteristics (address forms, turn-taking, hesitations, rude language use,lexicon, interruptions, cyclic nature of time, slang, tone of voice, pronunciation,exclamations, assimilation), repetition, code-switching, code mixing, rhyme and languageplay.According to the language-related characteristics �?shared knowledge, historic timehappenings, humour, intertextuality, irony, auditive nature (which consists of backgroundsound and music), controversy and stereotypes �?and the marketing message from the data asa whole, the image of the South African society can be expressed.The image from the data can be summarised as follows: South Africans presently livein an era where politics exercises great influence and is realised in contemporary radioadvertisements. The biggest part of the dataset holds a connection with political changeswhich influence the society. It can, for example, be seen in the name changing of cities andthe apartheid museum which was built. At the same time Afrikaans speakers fight for their language to survive �?art festivals for example the KKNK are held, not only for entertainment,but also to promote Afrikaans.

[发布机构] University of the Free State