Challenges to corporate and brand image in multinational companies across different linguistic and socio-economic markets : a semiotic analysis
- Authors: Lukusa, Adolphine Cama
- Date: 2014
- Subjects: Advocacy advertising , Mass media -- Semiotics , Figures of speech , Branding (Marketing)
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:8430 , http://hdl.handle.net/10948/d1020189
- Description: Doing business "the French way" in a Francophone market niche may be somehow different from doing it "the English way" in an Anglophone market niche. Since both the employees’ and the customers’ knowledge of an organisation underpins the organisation’s performance in complex business world environments, Multinational Organisations (MNOs) need to find a manner in which they can achieve coherence between their strategic vision, organisational culture and corporate image across the different linguistic and socio-economic markets they interact with through the various marketing tools they use to stimulate recognition. As a result this can support the integrity and sustainability of their corporate brand across markets and across different linguistics landscapes while interacting with their existing and new foreign markets. This study concentrates particularly on the rhetoric figures and visual cues employed in the selected French and English advertising/promotional messages from different types of advertisements and different product packages of multinational organisation subsidiaries. The study looks at how both the rhetoric figures and visual cues in the selected advertising/promotional messages support the integrity and maintain the sustainability of the corporate brand of the selected companies. The latter is examined across different linguistic and socio-economic markets. The study explores and examines how the possible linguistic properties are used in the selected French and English advertising/promotional messages from different types of advertisements, including those on different product packages. It also looks at how the linguistic properties in selected advertising/promotional messages belonging to different types of advertisements are used in creating and maintaining a positive corporate image of the MNOs and that of their parent companies. In addition, this study analyzes the potential impacts and challenges on moral, cultural and life-style values that multinational subsidiaries inflict on customers through the advertising/promotional messages from different types of advertisements in the promotion and branding of their products and how this affects their corporate image and that of their parent organisations. This is a content analytical study of language features evident in the selected advertising/promotional messages from different types of advertisements and different product packages at the lexical, syntactic and discourse levels and their role and impact on selected multinational parent organisations and their subsidiaries’ corporate images together with those of their selected products. In order to conduct a data-driven study, the author built a data corpus based on 29 advertising messages from different types of advertisements and advertising messages printed on different product packages. The types of advertisements include the photographs and scanned images of billboards, mural billboards, outdoor advertising billboards and leaflets advertising/promoting specific services or products. The product packages include photographs and scanned images of product covers/wraps, primary packages of products, product containers’ stickers with messages printed on them, and primary boxes. The sample comes from six selected multinational subsidiary organisations from two different countries, the Democratic Republic of Congo, a Francophone and multilingual country, and the Republic of South Africa, an Anglophone and multilingual country. Through a detailed content analysis of the advertising/promotional messages from a diversity of sources used as a means of communication, with a focus on rhetoric figures ,visual cues and language features, their roles and potential impact on MNO’s, corporate images in foreign markets will be summarized. In the end, possible conclusions are drawn in the light of the role and impact that they have on the selected companies’ corporate image across different linguistic and socio-economic markets.
- Full Text:
- Date Issued: 2014
- Authors: Lukusa, Adolphine Cama
- Date: 2014
- Subjects: Advocacy advertising , Mass media -- Semiotics , Figures of speech , Branding (Marketing)
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:8430 , http://hdl.handle.net/10948/d1020189
- Description: Doing business "the French way" in a Francophone market niche may be somehow different from doing it "the English way" in an Anglophone market niche. Since both the employees’ and the customers’ knowledge of an organisation underpins the organisation’s performance in complex business world environments, Multinational Organisations (MNOs) need to find a manner in which they can achieve coherence between their strategic vision, organisational culture and corporate image across the different linguistic and socio-economic markets they interact with through the various marketing tools they use to stimulate recognition. As a result this can support the integrity and sustainability of their corporate brand across markets and across different linguistics landscapes while interacting with their existing and new foreign markets. This study concentrates particularly on the rhetoric figures and visual cues employed in the selected French and English advertising/promotional messages from different types of advertisements and different product packages of multinational organisation subsidiaries. The study looks at how both the rhetoric figures and visual cues in the selected advertising/promotional messages support the integrity and maintain the sustainability of the corporate brand of the selected companies. The latter is examined across different linguistic and socio-economic markets. The study explores and examines how the possible linguistic properties are used in the selected French and English advertising/promotional messages from different types of advertisements, including those on different product packages. It also looks at how the linguistic properties in selected advertising/promotional messages belonging to different types of advertisements are used in creating and maintaining a positive corporate image of the MNOs and that of their parent companies. In addition, this study analyzes the potential impacts and challenges on moral, cultural and life-style values that multinational subsidiaries inflict on customers through the advertising/promotional messages from different types of advertisements in the promotion and branding of their products and how this affects their corporate image and that of their parent organisations. This is a content analytical study of language features evident in the selected advertising/promotional messages from different types of advertisements and different product packages at the lexical, syntactic and discourse levels and their role and impact on selected multinational parent organisations and their subsidiaries’ corporate images together with those of their selected products. In order to conduct a data-driven study, the author built a data corpus based on 29 advertising messages from different types of advertisements and advertising messages printed on different product packages. The types of advertisements include the photographs and scanned images of billboards, mural billboards, outdoor advertising billboards and leaflets advertising/promoting specific services or products. The product packages include photographs and scanned images of product covers/wraps, primary packages of products, product containers’ stickers with messages printed on them, and primary boxes. The sample comes from six selected multinational subsidiary organisations from two different countries, the Democratic Republic of Congo, a Francophone and multilingual country, and the Republic of South Africa, an Anglophone and multilingual country. Through a detailed content analysis of the advertising/promotional messages from a diversity of sources used as a means of communication, with a focus on rhetoric figures ,visual cues and language features, their roles and potential impact on MNO’s, corporate images in foreign markets will be summarized. In the end, possible conclusions are drawn in the light of the role and impact that they have on the selected companies’ corporate image across different linguistic and socio-economic markets.
- Full Text:
- Date Issued: 2014
The comprehension of figurative language in English literary texts by students for whom English is not a mother tongue
- Authors: Winberg, Christine
- Date: 1994
- Subjects: English language -- Study and teaching -- Foreign speakers , English literature -- Study and teaching (Higher) , Context (Linguistics) , Metaphor , Figures of speech
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:2366 , http://hdl.handle.net/10962/d1002649 , English language -- Study and teaching -- Foreign speakers , English literature -- Study and teaching (Higher) , Context (Linguistics) , Metaphor , Figures of speech
- Description: This study applies Sperber and Wilson's relevance theory to the comprehension of figurative language in poetry. Students' understanding of metaphor as a linguistic category and comprehension of metaphorical texts are analysed in terms of the principle of relevance. Patterns of comprehension in English first language (Ll) and English second language (ESL) students' analyses of metaphorical texts are discussed and through an analysis of similarities and differences in these patterns of comprehension an attempt is made to develop a pedagogy around relevance theory. Relevance theory's particular emphasis on the role played by "context" in cognition is seen to have significance for the teaching of literature in South African universities. Relevance theory's account of cognition generates a range of educational principles which could be specifically applied to the teaching of metaphor. An appraisal of the strengths and difficulties students experience in expressing their understanding of metaphor in an academic context is included. This was done to further develop relevance theory into a pedagogical approach which takes into account the academic context in which writing occurs. The investigation of the particular difficulties that English metaphor poses for ESL students entailed acquiring a working knowledge of the ways in which metaphor is taught and assessed in DET schools. The interpretations of students of different linguistic, social and educational backgrounds reveal unifying elements that could be incorporated into a pedagogy based on relevance theory. Such a pedagogy would be appropriate to the multilingual/multicultural/multiracial nature of classes in South African universities and would be a more empowering approach to the teaching of English metaphor.
- Full Text:
- Date Issued: 1994
- Authors: Winberg, Christine
- Date: 1994
- Subjects: English language -- Study and teaching -- Foreign speakers , English literature -- Study and teaching (Higher) , Context (Linguistics) , Metaphor , Figures of speech
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:2366 , http://hdl.handle.net/10962/d1002649 , English language -- Study and teaching -- Foreign speakers , English literature -- Study and teaching (Higher) , Context (Linguistics) , Metaphor , Figures of speech
- Description: This study applies Sperber and Wilson's relevance theory to the comprehension of figurative language in poetry. Students' understanding of metaphor as a linguistic category and comprehension of metaphorical texts are analysed in terms of the principle of relevance. Patterns of comprehension in English first language (Ll) and English second language (ESL) students' analyses of metaphorical texts are discussed and through an analysis of similarities and differences in these patterns of comprehension an attempt is made to develop a pedagogy around relevance theory. Relevance theory's particular emphasis on the role played by "context" in cognition is seen to have significance for the teaching of literature in South African universities. Relevance theory's account of cognition generates a range of educational principles which could be specifically applied to the teaching of metaphor. An appraisal of the strengths and difficulties students experience in expressing their understanding of metaphor in an academic context is included. This was done to further develop relevance theory into a pedagogical approach which takes into account the academic context in which writing occurs. The investigation of the particular difficulties that English metaphor poses for ESL students entailed acquiring a working knowledge of the ways in which metaphor is taught and assessed in DET schools. The interpretations of students of different linguistic, social and educational backgrounds reveal unifying elements that could be incorporated into a pedagogy based on relevance theory. Such a pedagogy would be appropriate to the multilingual/multicultural/multiracial nature of classes in South African universities and would be a more empowering approach to the teaching of English metaphor.
- Full Text:
- Date Issued: 1994
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