Institution's Title and Shibboleth: A Construct of Grammatical Relationship in Advertising Plates

Autor/in	Dalamu, Taofeek
Titel	Institution's Title and Shibboleth: A Construct of Grammatical Relationship in Advertising Plates
Quelle	In: Journal of Language and Linguistic Studies, 13 (2017) 1, S.260-282 (23 Seiten)Infoseite zur Zeitschrift PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1305-578X
Schlagwörter	Grammar; Advertising; Signs; Organizations (Groups); Phrase Structure; Audiences; Discourse Analysis; Language Usage; Language Styles; Competition; Marketing; Merchandise Information; Photography + Suchen Sie Ihr Suchwort? Grammatik; Werbung; Zeichensystem; Phrasenstruktur; Spectator; Zuschauer; Diskursanalyse; Sprachgebrauch; Sprachstil; Wettkampf; Fotografie
Abstract	Institutions are known through the names-cum-titles shown on their signboards, internet websites, letterheads, etc. However, it seems that such cultures could not satisfy the yearning of most organizations. So, they further propagate their core values and traits by constructing short linguistic bursts-cum-contents that can expatiate on what the institutions really stand for and what the consumers situate to gain. This study has explained selected institution's "shibboleths" that serve as convincing phrases in order to facilitate the audience's patronage. The grammatical rank sequence is employed to analyze the catchword. Nominal group and their complexes are observed as prioritized structures deployed to influence consumers. The study shows that (i) institutions are desperate in differentiating their products one from another through linguistic clichés; (ii) it creates awareness for consumers to make a reliable product among the numerous ones in the market; (iii) it indicates the level of language constructs and choices that advertisers can coin to sell their ideas to consumers; (iv) it reveals the value that institutions place on words to influence consumers; (v) it enhances competitiveness that will propel institutions to produce quality products; (vi) it boosts sales and market share; and (vii) it could pave way for new firms to fashion their clichés in new grand styles, having obtained the knowledge of some institutions' "shibboleths." Beside viewing "shibboleths" as a mark of exalting consumers as kings; it compels linguists to investigate the dynamisms in the lexemic constructs of advertising professionals. (As Provided).
Anmerkungen	Journal of Language and Linguistic Studies. Hacettepe Universitesi, Egitim Fakultesi B Blok, Yabanci Diller Egitimi Bolumu, Ingiliz Dili Egitimi Anabilim Dali, Ankara 06800, Turkey. e-mail: jllsturkey@gmail.com; Web site: http://www.jlls.org
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01