Department of Afrikaans and Dutch

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Browsing Department of Afrikaans and Dutch by Subject "Advertising -- South Africa"

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    Die invloed van patriotisme as oorredingsmeganisme in 'n Suid-Afrikaanse konteks : 'n ondersoek na patriotiese advertensies se effektiwiteit onder wit en bruin Suid-Afrikaners
    (Stellenbosch : Stellenbosch University, 2013-03) Jubelius, Jo-Lize; De Stadler, L. G.; Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Afrikaans and Dutch.
    ENGLISH ABSTRACT: In this study patriotism as a persuasive mechanism in persuasive texts was described. The establishment of the construct and the extensive analysis thereof in 20 texts was the primary goal of the study. For the analysis of the phenomenon an analytical model was developed. A pilot study to determine the usefulness of questionnaire methodology for a reader-focused assessment of the effectiveness of these texts was also done. The goal of the pilot study was to determine, among other things, whether readers’ age and population group may in any way play a role in the effectiveness of patriotic advertisements. Since the literature concerning patriotism as a persuasive tool is very limited, patriotism as a persuasive tool was conceptualized by examining two constructs, namely patriotism as political concept and persuasion. After the above conceptualization, a theoretical model for the application of patriotism as a persuasive tool was developed. This theoretical model assumes that patriotism embodies two forms in persuasive texts, namely verbal and non-verbal. The verbal forms of patriotism include content (thematic), word choice and verbal rhetorical devices, while graphic rhetorical devices fall within the non-verbal form. The theoretical model was applied to twenty patriotic advertisements to determine the extent to which patriotism can be used as a persuasive tool. Three of these advertisements were selected for a reader-oriented investigation (which was mainly quantitative through the use of a questionnaire), since only a limited number of respondents completed the comments section in the questionnaire. Respondents from the white and coloured population groups were chosen for the reader-oriented investigation. Their ages were divided into two groups, namely 35 years and younger and 36 years and older. In the three selected advertisements patriotism was utilised in different degrees, namely strikingly positive, subtle and negative. During the reader-oriented investigation respondents' levels of patriotism and their attitudes toward the communication of patriotism were tested before they studied the advertisements. Respondents’ levels of patriotism were again tested after they studied the advertisements. The purpose of this was to determine whether the advertisement had any influence on the respondent's patriotism. Furthermore, the questionnaire tested respondents' degree of persuasion, attention and appreciation toward each advertisement through quantitative research. The results indicate that age and population group do not play a role in respondents' levels of patriotism and communication thereof, but that there were strong differences between population groups regarding the manner in which the advertiser refers to patriotism. One of the main findings was that the coloured population group was not in favour of the negative way that one of the advertisements referred to patriotism, while white respondents’ scores were more or less homogeneous towards all three advertisements.