The Ideology of English-as-the-global-language in Taiwan’s Private English Language Schools

English is regarded as a key to globalization or internationalization and future success for Taiwan and its people. One of the most extraordinary results of English-as-the-global-language of English teaching and learning in Taiwan is private English language schools are ubiquitous. Research into how private English language schools weld together English-as-the-global-language and English teaching and learning has yet received much attention. This study aims to investigate how Taiwan’s private English language schools’ television commercials market English-as-the-global-language and what the underlying ideologies of English-as-the-global-language are. Exploring the ideology of English-as-the-global-language, Critical Discourse Analysis was employed herein to analyze 106 private English language school television commercials produced from 2000 to 2020 in Taiwan. The results indicate that English as the key to internationalization and future success is an ideology. Moreover, the ideological concept of English-as-the-global-language is central to English teaching and learning ideologies in Taiwan, such as an early start in English learning, English-only as the ideal English teaching method, and native-speaker norms in English teaching and learning.

A critical study on female roles in television commercials of Bangladesh

Media representation of female gender roles in advertising are relentlessly contested themes in a traditional society. Stereotypical representation not only limits the socially accepted traditional roles of gender, but also has an impact on how people perceive women. This study has focused on how women characters are constructed in order to understand reflection of stereotypical gender norms in Bangladeshi television commercials. Stuart Hall’s representation theory has adapted as the framework for conceptualizing the context of this study and scrutinizing the data. Using qualitative and quantitative methods, this paper has explored how such representations constitute unequal gender identities, traditional norms and perpetuate subtle forms of colorism towards women. This study found that dominant patriarchal ideology is deeply embedded in television commercials of Bangladesh; there is a discrimination towards the construction of women's image. Moreover, such media representations generate the ideology of beauty in a negative way and push the concept of colorism towards women.

Representament and Object (RO) Marking Iconicity Relationship in Wardah Cosmetics Commercial TV Advertising

This study aims to examine the relationship between representament and object iconicity in Wardah's cosmetic commercial television commercials, which include shampoo, BB cream, mascara, lipstick, and social activities. Wardah cosmetic commercial television commercials attempt to construct consumers using the concept of “Beauty from the heart”. Meanwhile, the beauty of cosmetic users is always visible physically. Thus, it cannot be proven to be real beauty from the heart when someone uses cosmetics. This study uses a qualitative descriptive method to analyze data in the form of verbal and nonverbal text. The researcher uses Charles Sander Peirce's semiotic theory which divides the signs according to the relationship between the representament (sign) and its object (marker) into icons, indexes, and symbols. The results of this study indicate that beauty can be classified into two categories, namely physical beauty and psychological beauty. Physical beauty relates to the body and the head. There are four parts of the head which are icons of beauty for a young woman: 1) the hair, 2) the facial skin, 3) the eyes, and 4) the lips. Meanwhile, psychological beauty is a beauty from the heart that is manifested in the form of attitudes during social activities. In addition, young women as users of Wardah cosmetics are represented by the use of youthful vocabulary and language typical of the millennial generation.

The Ideology of English-as-the-global-language in Taiwan’s Private English Language Schools

English is regarded as a key to globalization or internationalization and future success for Taiwan and its people. One of the most extraordinary results of English-as-the-global-language of English teaching and learning in Taiwan is private English language schools are ubiquitous. Research into how private English language schools weld together English-as-the-global-language and English teaching and learning has yet received much attention. This study aims to investigate how Taiwan’s private English language schools’ television commercials market English-as-the-global-language and what the underlying ideologies of English-as-the-global-language are. Exploring the ideology of English-as-the-global-language, Critical Discourse Analysis was employed herein to analyze 106 private English language school television commercials produced from 2000 to 2020 in Taiwan. The results indicate that English as the key to internationalization and future success is an ideology. Moreover, the ideological concept of English-as-the-global-language is central to English teaching and learning ideologies in Taiwan, such as an early start in English learning, English-only as the ideal English teaching method, and native-speaker norms in English teaching and learning.

A complex mode of screen translation: the case of advertisements on Spanish television

This study on the translation of television commercials explores several aspects of this very specific audiovisual translation subtype. Firstly, it looks into dubbing and the language policies on Spanish television, which are issues affecting the decisions on the translation of television advertisements. Secondly, it approaches the notion of a TV ‘spot’ as an audiovisual text whose main components, image and sound, form a cohesive unity that is meant to trigger a persuasive effect, but may vary in translation. Finally, it analyses an example of a television spot, in English and in Spanish, focusing on the manipulation of the text when it is translated for Spanish television channels.

Television advertising and development of dental caries in children aged 6 to 12 years

Introduction: Advertising today is increasingly seen to be targeting children as they can be easily persuaded. The influence on them is reinforced by children&rsquo;s difficulty in perceiving messages critically, in distinguishing the real from the imaginary, in their great confidence in messages from the media and popular characters and personalities, and in their inability to recognize risk and their propensity for imitation. Aim: The aim of the study was to investigate the impact of television advertising on children&rsquo;s nutritional preferences and the intensity of dental caries in children aged 6 to 12 years.Materials and methods: The study included 277 children (158 boys and 119 girls) aged 6 to 12 years from different schools in Sofia. A survey was used to assess the nutritional preferences of these children who are under the influence of watching television commercials. The DMF (T+t) index introduced by Klein, Palmer &amp; Knutson (1938) was used to assess the intensity of dental caries. A correlation analysis was performed between the time spent watching TV and the development of dental caries. Results: Many children buy on their own or ask their parents to buy advertised sweet candies, fizzy drinks and fruit juices, which are a risk factor for the development of dental caries. The results show that the longer they spend in front of the TV, the stronger the pronounced caries activity in children, supported by a statistically significant difference (p<0.001), Rho (277)=0.438. Conclusions: The studied children aged 6 to 12 years have unhealthy dietary preferences for low molecular weight carbohydrate foods, increasing their oral risk profile. Prolonged standing in front of the TV screen correlated with an increase in the intensity of dental caries in half of the children.

TELEVİZYON REKLAMLARININ TÜKETİM KÜLTÜRÜNE ETKİSİ THE EFFECT OF TELEVISION ADVERTISEMENTS ON CONSUMPTION CULTURE

The concept of "other", which is made attractive by different discourses in the consumption culture, is presented to users as an object to be consumed. The other phone, the other house, the other body, etc., which the consumers desire to reach. advertisements are always made more attractive than what they have. In a sense, instead of marketing products to people in line with their needs, new needs are tried to be marketed to this audience. As a result, in today's rapidly changing world, the necessity of going beyond traditional stereotypes has arisen in understanding consumer behavior. While examining the purchasing behavior of consumers, some new facts brought about by the changing and globalizing world order should also be taken into account, apart from the classical factors. Advertising is one of the most important concepts that trigger social consumption. Advertisements reach the target audience through different channels and television advertisements take a large share of this part. What is important for a company that advertises is that it prefers its own brand among the many different brands when the consumer goes to the market. However, with the emergence of many similar brands in the same categories, classical advertisements are not enough for a product to be the first choice in the minds of the consumer. In this study, how the desire factor that is tried to be evoked in television commercials is processed in the commercials. The relationship between the interest levels of consumers' gender identities and socioeconomic status levels regarding advertisements and the effect of these concepts on the shaping of consumption culture is discussed in scale.

Sounds Like Respect. The Impact of Background Music on the Acceptance of Gay Men in Audio-Visual Advertising

Companies increasingly seek to use gay protagonists in audio-visual commercials to attract a new affluent target group. There is also growing demand for the diversity present in society to be reflected in media formats such as advertising. Studies have shown, however, that heterosexual consumers (especially men), who may be part of the company's loyal consumer base, tend to react negatively to gay-themed advertising campaigns. Searching for an instrument to mitigate this unwanted effect, the present study investigated whether carefully selected background music can shape the perceived gender of gay male advertising protagonists. In a 2 × 2 between-subjects online experiment (musical connotation × gender of the participant), 218 heterosexual participants watched a commercial promoting engagement rings that featured gay male protagonists, scored with feminine- or masculine-connoted background music. As expected, women generally reacted more positively than men to the advertising. Men exposed to the masculine-connoted background music rated the promoted brand more positively, and masculine music also enhanced (at least in the short term) these men's acceptance of gay men in general (low and medium effect sizes) more than was the case for feminine background music. Carefully selected background music affecting the perceived gender of gay male advertising protagonists may prevent negative reactions from heterosexual audiences and, therefore, motivate companies to use gay protagonists in television commercials on a more regular basis.

Covid-19 and Media Representation: A Multimodal Study of Positive Discourse in Pakistani Television Commercials

The present study seeks to highlight the role of mainstream media in the dissemination of positive discourse, creating awareness among the masses with regard to the outbreak of COVID-19 in Pakistan. Media discourse plays a significant role in promoting ideology at a larger scale due to its vast viewership across the country. These ideological narratives are implicitly employed by the advertisers through several multiple resource systems. Electronic media has the power to (re)frame the ideology of a larger audience via significant visual/linguistic content and paves the way for social change through viable social institutions. The study follows the theoretical stance of Multimodal Text Analysis propounded by Kress and Leeuwan (2006). The data is comprised of some popular television commercials which are broadcast on the most viewed channels during the peak time viewership in the Pakistani context. The purposive sampling technique has been employed for the data collection process, including only those commercials that largely reflect COVID-19 patterns. The study finds that the commercials present layers of meanings via several orders of signification where the representation has been aimed at creating awareness to a greater extent among the general public so that they can take essential precautions and help to fight against the pandemic.

“Once You Hear This, Act Fast”

During the 1950s and 1960s, the Federal Civil Defense Administration (FCDA), in cooperation with the Ad Council, featured television commercials that served as public service announcements and fifteen-minute television civil defense advertisements that educated the public about civil defense protocols. Part of its mission was to educate the public in the event of the detonation of a nuclear bomb. This chapter surveys the styles of music used in the televised civil defense advertisements from the early Cold War. The music is distinctly different from what was normally heard on television at the time, often featuring distinct moments of atonality or musical stylings of “us versus them,” that is, American political songs alternating with distinctly Soviet-style music to convey the origin of the threat without directly naming it. These musical oppositions were employed to persuade people to pay attention to the important message onscreen, underscore the potential destruction of the bomb, and relay the importance of civil defense.