Humour In Radio Advertisements

ISBN-13: 9783846527863 / Angielski / Miękka / 136 str.

Regina Lim Swee Kim; Datin Jamaliah Mohd Ali

Opis

This study examines the language of humor in radio advertisements. The objectives are: a) examine and identify the language of humor in radio advertisements. b) investigate and distinguish the different linguistics techniques in radio advertisements. This study seeks to examine how humor is exploited linguistically to enhance the radio advertisements effectiveness in reaching its target audience. In the analysis it was found that, various linguistics techniques were employed to create humor in radio advertisements such as the violation of Grice Cooperative Maxims and Implicatures, repetition, figure of speech, condensation, word play, punning, and Malaysian English. Other linguistics techniques were also discovered that were not covered in the theoretical framework such as aposiopesis, Shakespearean and Chinese opera. The language of humor is important in the world of advertising. Thus, a research on the language of humor in radio advertisement will reveal how the language of humor can be exploited for advertising. The field of linguistics is rich with infinite phoneme, morpheme, syntax and lexis for advertisements writers to create a distinguished advertising piece.

O autorze

I am currently pursuing a doctorate in TESL,graduated with a Masters In Linguistics and a Bachelor of Education in TESL. I have taught English in secondary schools and polytechnic in Malaysia for 14 years.I have been the Head of English Language Unit,was an examiner for Malaysia major exams; SPM,a trainer for Technical lecturers and taught MUET.