Abstract This paper examines the differences between the language used in advertisements in the United States and the Kingdom of Saudi Arabia. It uses examples of English-language advertisements in both countries. It compares the same type of advertisements to determine what has changed in the use of language in the Kingdom of Saudi Arabia print advertisements in mainstream newspapers in recent years. The paper then selects and analyzes advertisement content found in two representative newspapers in each country.
Table of Contents:
Abstract
Chapter 1: Introduction
Statement of the Problem
Significance of the Study
Purpose of Study
Importance of Study
Rationale of Study
Chapter 2: Review of Related Literature
Background and Overview
Print Media in the U.S. and Kingdom of Saudi Arabia
Current Trends and Influences
Pragmatics and Content Analyses of Print Material
Research Questions
Chapter 3: Methodology
Theoretical Framework
Limitations of the Study
From the Paper "Therefore, the importance assigned to pragmatic meaning of various textual elements does not end the primacy of their semantic meaning (Cook, 1992). Nevertheless, words have a wide range of influential factors involved for their user besides their denotation, which supposedly persists across different contexts, and its pragmatic function, which supposedly varies systematically across contexts. In this regard, Cook adds that, "These aspects of a word are so many and so vast that knowledge of them will vary considerably from user to user" (1992, p. 99). Consequently, all readers will bring some unique qualities to the interpretation of newspaper advertisements that will likely affect their decision whether to purchase a given product or service, but content analysis remains a subjective realm that requires the careful selection of relevant themes and how the results are interpreted to ensure that these factors are taken into account."
Abstract This paper is an in-depth examination of the pragmatic method used in philosophy. The author explains how pragmatism is a method used to evaluate philosophical problems by tracing the practical consequences of each question He indicates that its use has major implications for solving disputes, theory, and practice that may otherwise be interminable. Unlike most types of philosophy, the author explains, pragmatism is not based on theoretical notions of truth or falsity, and refuses to offer a method for discovering truth. The author shows how pragmatism has been regarded as a distinctively American philosophy which can trace its roots to Charles Sanders Peirce, John Dewey and William James.
Very extensive bibliography, but no footnotes or endnotes.
From the Paper "Although Peirce has been credited as being the originator of pragmatism, William James popularized the movement. James emphasized that pragmatism was a way of doing philosophy, a method of "settling metaphysical disputes that otherwise might beinterminable."
Is the world one or many? Fated or free? Material or spiritual? Disputes over such notions are unending. The pragmatic method in such cases is to try to interpret each notion by tracing its respective practical consequences. What difference would it practically make to anyone if his notion were true? James claimed pragmatism to be "anti-intellectualist." He believed rationalism to be pretentious, for pragmatism has no dogmas or doctrines, only method. James also coined the term "cash-value," a term that relates to the worthwhileness of a theory, meaning theories are only worth what they can be used for. He stated, "Theories thus become instruments, not answers to enigmas, in which we can rest. James also tackled the notion of truth, heretically claiming that truths are plastic and made, rather than discovered by using the rigorous methods of science. James' work predated our postmodern relinquishment of the notion of universal truth, handed down by higher authority."
Abstract This paper discusses how pragmatism has much to offer the student of induction. While pragmatism is far from a solution to the problem of induction, Hume's challenge still remains unsolved. Pragmatism attempts to use deductive reasoning to surmount the lack of a clear system for the operation of induction. In this example, the attempt fails. But the manner of failure will undoubtedly provide great opportunities for the next attempt to surmount the problem of induction.
From the Paper "Inductive reasoning is, in many ways, the hallmark of Western society since the Enlightenment and the Scientific Revolution. Though inductive reasoning is not a mode of thought limited to Westerners, it is characteristic of the scientific thought that dominates Western rationality. The concept is deceptively simple: use preexisting knowledge about the world to draw conclusions about events that have not yet occurred. We all do this everyday. Inductive reasoning is the means by which every person uses existing information about the world to draw conclusions about what the world might be like. It is a form of logic that permits the individual to understand what might happen based solely on what he/she has experienced to have happened in the past or even the present."
Abstract This paper describes the philosophical approach of pragmatism, explaining the conceptual foundations of the approach and its general practices and methods. The paper then goes on to discuss whether or not pragmatism is a good approach to education.
From the Paper "Runes defines pragmatism as a philosophical movement stressing practical consequences and values as standards by which concepts are to be analyzed and their validity determined. In other words, pragmatism is the philosophical notion that ideas or principles are true so far as they work. Runes further states that, in general, pragmatists rely on empirical or experimental methods and reject apriorism innate or intuitive process and mechanisms of knowing as a source of human knowledge."
Abstract This paper examines in-depth the use of sex in advertisements. The author writes that the use of sex in advertising is not a new concept but its strategy and openness are ever changing aspects of the hawking of wares. The paper uses many sources and sample advertisements to demonstrate the use of sex and our individual insecurities to sell products. As society has become more forward with sexual expression so has advertisement.
From the Paper "The world is becoming an increasingly competitive place. While the globalization process moves forward, and teenagers grow up faster than ever before marketing departments are scrambling to discover the secret to targeting the markets for their clients. Marketing departments have a very demanding position in the world of advertising. They must study many aspects of society in order to come up with and present in the best possible light the products they have been charged with selling. It is something that requires a deep understanding of human nature, a grasp on different markets, ages and interests, and the understanding of where the lines are drawn between offensive and alluring. The use of sex in advertising is not a new concept but its strategy and openness are ever changing aspects of the hawking of wares. Many of the changes over the years have to do with a more open societal acceptance of its use and its boundaries. Sex in advertising is not a new concept."
Abstract In this article the writer discusses the idea that advertising is related to culture in several ways. The writer maintains that it reflects what is happening in the culture by the messages used, and that advertising pays for aspects of culture and so decides what people see and listen to and experience in much of their lives. The writer demonstrates how culture affects advertising and advertising affects culture.
From the Paper "Advertising is ubiquitous in American society, appearing in numerous forms through virtually every means of communication, and as new technology and new methods of communication appear, advertisers soon find a way to make use of the new channel for their message. This has been seen recently with the widespread use of the cell phone, leading to various advertising messages that can be sent to the phone and that can appear on the screen for these phones. The MP3 player has also become a means of sending advertising messages along with downloads of music. The home computer is under virtual assault by advertisers using banner headlines, pop-up ads, e-mail, and various cookies that track computer use and send messages geared to the individual consumer."
Abstract This paper examines the role of idealism and pragmatism in the US foreign policy between 1898-1945. The author examines these two principles and discusses the reasons and effects of their incorporation into the U.S. foreign policy.
From the Paper "At the time of its independence from Britain, the United States planned to pursue an isolationist foreign policy, reluctant to get entangled in European or Asian affairs. However, the initial strategy had to be abandoned with time as economical developments led to a series of foreign expeditions that many Americans hoped would eventually create a vast commercial empire. These ambitions necessitated that the United States increase its spheres of influence abroad to protect American business interests and investments. Economic interests combined with concern for national security, international balance of power, and world order, all requisite for capitalism to flourish, to encourage American intervention overseas. Moral intentions, full of idealist hopes for a democratic, free world, played part, although sometimes seeming artificial and hypocritical. As revealed in United States foreign policies concerning the major international events of the late nineteenth century until 1945 ? the Spanish American War, World War I, World War II ? pragmatic grounds initiated American involvement abroad, while the moral reasons amplified the motivation and gave justification, and higher meaning to the involvement later on."
Tags: foreign, idealism, international, policy, pragmatism, relations, states, united
Abstract Charles Sanders Pierce is regarded as the father of Pragmatism. This paper sets this philosophy against the rationalistic and passive philosophy of Descartes. It describes how Pierce in his article "How To Make Our Ideas Clear" set out to clear the confusion about the notion of clear and distinct ideas in the traditional logic.
From the Paper "This principle comes from the notion of fixing belief as a habit of thinking that tends to provide a suitable guide to action. Pierce start's his paper by criticizing the traditional logic for providing us with only neat terminologies about the notion of clear and distinct ideas. As he noted that a "clear Idea is defined as one which is apprehended that it will be recognized wherever it is met with and so that no other will be mistaken for it" (Descartes: Meditations). Pierce notes that this definition of clearness is just neatly crafted words and nothing, because it only amounts to familiarity of ideas and a subjective mastery, which may be entirely mistaken. A distinct idea on the other hand is defined as containing nothing, which is not clear. Pierce says that definition in not only circular but also it leads to the abstract definition of distinctness, which has nothing to do with the actual practical concerns. Pierce further says that it is now time to formulate new thought and a method of attaining more perfect clearness of thought."
Abstract Advertising in politics has changed very little over hundreds of years in terms of content although it has evolved dramatically in form with the advent of television. The paper shows that common ploys used by political advertisers appeal to the irrational emotional aspect of an individual priming stereotypes and with the advent of television, powerful visual grammar that sends messages more vividly. The paper argues that to counteract these ploys, an individual must become actively involved in critiquing the advertisements and exercise due diligence in selecting political candidates based on facts.
From the Paper "The most recent elections concluded in November 2004 is a vivid example of advertising in politics. From the alleged revelation of George W. Bush's military records to the Swift Boat veterans' advertisement against presidential candidate John Kerry, it is hard to deny their influence in shaping the overall outcome of the elections. How are these advertisements so effective in rallying or turning away voters and swaying undecided ones? Advertising in politics has taken its familiar form over the course of hundreds of years. It is not surprising that even before the advent of television the same tactics have been used to appeal to the most basal of human prejudices quite effectively. It was not a matter of presenting the absolute truth that was a politician's strength, but rather how he projected himself in contrast to his opponents."
Abstract The paper discusses the positive and negative aspects of advertising in America. The paper asserts that for business to move in positive direction, both negative and positive methods of advertising are necessary to attract business and to save a business. The paper then concludes that, ultimately, advertising plays an essential role in our economic engine.
From the Paper "Starting with the good, one can ask a question to the readers of this essay, and that is this: What type of ad do you remember the most? And the answers will most likely be "the funny ones" or "the stupid ones" even a commercial one complains about still stays in his/her mind! But that is what the ad writers are trying to do, get people to remember their ad. But the bottom line is that the person remembers the ad and when making a decision to buy something, that brand name comes to mind first. But this again is good; the entire survival of a company depends on the simple act of you buying their product. "
Abstract This paper presents a brief opinion paper on the ad process used to market a particular the Lever 2000 bodywash. The paper focuses on the magazine ad, and its psychological aspect.
From the Paper "The reason that I selected the Lever Bodywash ad is that although it seems to be an average, typical presentment of a personal hygiene product, it contains several unique advertising techniques that I found to be interesting and worthy of note. "
Abstract This essay examines the importance of advertising in today's society and analyses the representation of gender, race and class in today's advertising. The essay argues that gender and racial inequality and stereotyping are very much present in today's advertising and furthermore that this serves advertising needs. It also argues that advertising, combined with technology is a powerful tool in maintaining consumerist culture and that many corporations depend heavily on advertising for profit. Advertising is sophisticated, very well thought through and everywhere. It directly impacts our choices and often mirrors society.
Abstract The paper begins with a history of advertising over the internet and with looking at how advertisers turned to web advertisement. Next the paper discusses types of advertisements and their various features. Following this, the paper looks at current trends and estimated growth of the market. The disadvantages of this method of advertising are listed and options for the future are explored. The paper concludes with an evaluation of the effectiveness of web advertising.
From the Paper "The whole history of Internet advertising started in the middle of 1990s when the Internet was first functioning and commercially launched as the part of technological contribution to worldwide communication.
In a very short time, this issue had changed everything in the world, and made a big revolution to the traditional media-based marketing approaches. Big capital companies soon turned their heads to examine this newly born marketing trend, along with giant fund allocation for market researches and the future growth."
This paper reviews and analyzes the article "Sex, Lies & Advertising" written by author and feminist Gloria Steinem which focuses on the impact of advertisers in the media.
Abstract This paper discusses Steinem's article in which the author and feminist gives a detailed account of how advertising dollars dictate the ads as well as the editorial content in "Ms. Magazine." This paper discusses the actions taken by advertisers such as Revlon and Clairol when their demands regarding editorial content aimed at promoting their products were not met. One example in Steinem's article cited that Clairol withdrew its advertising support after "Ms. Magazine" published an article on the hazards of carcinogens in hair dyes. This paper analyzes how diversity in the field of advertising is seen as a direct threat to reaching a primarily white audience. This paper also examines Steinem's regret in using her publication to sell products that may not be in the best interest of women by citing the financial necessity in doing so.
From the Paper "Does consumer power really drive what types of ads are run in magazines? According to Steinem, this is not necessarily the case. Although her magazine had presented ample evidence to advertisers that women are decision makers in purchases involving automobiles, consumer electronics such as sound equipment, VCS, and computers and office equipment, the publication had a really hard time obtaining advertisements for these types of products. One of the reasons given is that the advertising industry lags consumer reality. Where women may once have turned to their significant others to help them make their decisions, they now increasingly rely on their own judgment. But, the old perceptions remain ingrained in advertising executives. And, Stinem states that acceptance of products by women is viewed as a threat to the perceptions of the products by males."
Tags: women, advertising, media, ms., magazine, feminism, ethics, finance, business
Abstract This essay looks at advertising and the way race and gender are represented in today's ads. The essay argues that gender and racial inequality and stereotyping are very much present in advertising today and that this furthermore serves the advertising needs. The essay also looks at how advertising directly influences what we see in the media and how advertisers only goal is profit making which is best served by the consumerist culture we live in today.
From the Paper "Advertising is very important in today's society and have been for over 30 years, if only simply because it cannot be avoided. Ads are a major part of mass media and the mass media has a great advantage of being able to reach a large number of people in a very short time. In large industrial societies media takes on a mass scale so that television, radio, newspapers, magazines and now the Internet link tens of millions of people, and influence the way they think and spend their time and money."
