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Theses and dissertations (Arts and Design)

Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/8

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    The effectiveness of the language used in the marketing and advertising of selected eThekwini and Elangeni TVET colleges
    (2017) Zulu, Ntokozo Gregory; Hondy, Dr. R.; Awung, Felix Nkwatta
    TVET colleges have to overcome the negative views of the prospective students that their marketing strategies are meant to attract. This research offers an approach which focusses specifically on the language used in TVET marketing and the impact which this is likely to have on the prospective students. The investigation targeted 40 first year students from 2 different TVETs in order to ascertain their responses to the language of the TVET advertisements. The researcher used questionnaires to collect data. . All of the respondents were randomly selected. The findings of this study show that the targeted audience were not consulted or surveyed; language style did not suit the age and background of the average students it is meant to address; and the marketing strategies did not reach societies such as those in deep rural areas. The study concludes that TVET marketing strategies are inadequate. TVET management has not interrogated the effectiveness of its marketing strategies. The US model that they adopted does not meet the expectations of the target population.
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    Stylistics in advertising : a comparative analysis of selected bank advertisements in newspapers and magazines from South Africa and Nigeria
    (2016) Agbede, Grace Temiloluwa; Makombe, R.; Makhubu, R.L.
    This study investigates how language is used to communicate meaning in bank advertisements. It also examines stylistics in advertising with specific focus on selected bank advertisements in South African and Nigerian newspapers and magazines. Stylistics is a branch of linguistics which studies the principles, and effect of choice and usage of different language elements in rendering thought and emotion under different conditions of communication. Advertising is a form of communication used to help sell products and services. Adverts are not only designed to fascinate, but also to achieve their persuasive goal. This study shows how language is used in bank advertisements to convey messages to the public. The stylistic elements employed in the analysis of bank adverts included graphology, phonology, lexis, syntax and cohesion. The use of capitalization and repetition for emphasis, phonemes and Gothic writing to attract the attention of readers and images to stimulate customers’ aspirations were some of the findings of the study. Given that studies on language use are still of high interest to linguists, this study critically interrogates the effectiveness of language choice in bank advertisements. The conclusion is that stylistic devices are important in advertising as they attract customers to the services and products being advertised.