四个城市的广告牌文本主题:关于班图语和非洲语言

Inkanyiso Pub Date : 2023-12-20 DOI:10.4102/ink.v15i1.30
Nhlanhla Maake
{"title":"四个城市的广告牌文本主题:关于班图语和非洲语言","authors":"Nhlanhla Maake","doi":"10.4102/ink.v15i1.30","DOIUrl":null,"url":null,"abstract":"Advertising, which is but one link in the value chain of marketing, is the hallmark of the postmodern world, ubiquitous and dominant in all public spaces and spheres of life. A random count of billboards, posters, and electronic and digital advertisements can attest to this without recourse to systematic empirical evidence. However, there is a need to interrogate the basis of this status quo, its ‘superstructure’ and ‘base’, and address the impact of advertising on African peoples and their values; how they are influenced and directed in public sphere in African localities, where their values should be predominant. The impetus that inspired the thematic exploration of this article is that in public spaces where indigenous languages and values should logically be dominant, they are marginalised and patronised, in ways that are cynical and are an instrument of capitalist motives and agenda. This article seeks to explore manifestations of this marginalisation and undermining of values of speakers of Bantu and other African languages in advertisements, a genre that is so ubiquitous that it imposes a subliminal crisis among indigenous languages speakers, who are demographically in the majority on the African continent. The impact of this genre pervades spaces in languages, in style, diction, and undertones that have an ideological impact in environments and settings where African languages and values are expected to be predominant, or at least should indigenously and logically be strongly anchored. This premise is the base of my inquiry.Contribution: This dominance is achieved by means of visual and textual images of advertisements that have sought to ‘sustain alienation’ and establish subordination of the consumer.","PeriodicalId":479942,"journal":{"name":"Inkanyiso","volume":"116 2","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The motif of billboard texts of adverts in four cities: Apropos of Bantu and African languages\",\"authors\":\"Nhlanhla Maake\",\"doi\":\"10.4102/ink.v15i1.30\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Advertising, which is but one link in the value chain of marketing, is the hallmark of the postmodern world, ubiquitous and dominant in all public spaces and spheres of life. A random count of billboards, posters, and electronic and digital advertisements can attest to this without recourse to systematic empirical evidence. However, there is a need to interrogate the basis of this status quo, its ‘superstructure’ and ‘base’, and address the impact of advertising on African peoples and their values; how they are influenced and directed in public sphere in African localities, where their values should be predominant. The impetus that inspired the thematic exploration of this article is that in public spaces where indigenous languages and values should logically be dominant, they are marginalised and patronised, in ways that are cynical and are an instrument of capitalist motives and agenda. This article seeks to explore manifestations of this marginalisation and undermining of values of speakers of Bantu and other African languages in advertisements, a genre that is so ubiquitous that it imposes a subliminal crisis among indigenous languages speakers, who are demographically in the majority on the African continent. The impact of this genre pervades spaces in languages, in style, diction, and undertones that have an ideological impact in environments and settings where African languages and values are expected to be predominant, or at least should indigenously and logically be strongly anchored. This premise is the base of my inquiry.Contribution: This dominance is achieved by means of visual and textual images of advertisements that have sought to ‘sustain alienation’ and establish subordination of the consumer.\",\"PeriodicalId\":479942,\"journal\":{\"name\":\"Inkanyiso\",\"volume\":\"116 2\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-12-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Inkanyiso\",\"FirstCategoryId\":\"0\",\"ListUrlMain\":\"https://doi.org/10.4102/ink.v15i1.30\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Inkanyiso","FirstCategoryId":"0","ListUrlMain":"https://doi.org/10.4102/ink.v15i1.30","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

摘要

广告只是营销价值链中的一个环节,它是后现代世界的标志,在所有公共空间和生活领域无处不在,占据主导地位。随便数数广告牌、海报以及电子和数字广告就能证明这一点,而无需系统的经验证据。然而,我们有必要对这一现状的基础、其 "上层建筑 "和 "基础 "进行审视,并探讨广告对非洲人民及其价值观的影响;在非洲当地的公共领域,他们的价值观本应占主导地位,但他们是如何受到影响和引导的。启发本文进行主题探讨的动力是,在本土语言和价值观理应占主导地位的公共空间中,他们却被边缘化,受到冷嘲热讽,成为资本主义动机和议程的工具。本文试图探讨广告中对讲班图语言和其他非洲语言的人的边缘化和价值观损害的表现形式,这种类型的广告无处不在,给讲土著语言的人带来了潜移默化的危机,而在非洲大陆,讲土著语言的人在人口上占大多数。在非洲语言和价值观本应占主导地位的环境和背景下,或至少应在本土和逻辑上牢固确立非洲语言和价值观的环境和背景下,这种体裁在语言空间、风格、措辞和底色上的影响无处不在,产生了意识形态上的冲击。这一前提是我进行研究的基础:这种主导地位是通过广告的视觉和文字形象来实现的,这些广告试图 "维持异化 "并确立消费者的从属地位。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The motif of billboard texts of adverts in four cities: Apropos of Bantu and African languages
Advertising, which is but one link in the value chain of marketing, is the hallmark of the postmodern world, ubiquitous and dominant in all public spaces and spheres of life. A random count of billboards, posters, and electronic and digital advertisements can attest to this without recourse to systematic empirical evidence. However, there is a need to interrogate the basis of this status quo, its ‘superstructure’ and ‘base’, and address the impact of advertising on African peoples and their values; how they are influenced and directed in public sphere in African localities, where their values should be predominant. The impetus that inspired the thematic exploration of this article is that in public spaces where indigenous languages and values should logically be dominant, they are marginalised and patronised, in ways that are cynical and are an instrument of capitalist motives and agenda. This article seeks to explore manifestations of this marginalisation and undermining of values of speakers of Bantu and other African languages in advertisements, a genre that is so ubiquitous that it imposes a subliminal crisis among indigenous languages speakers, who are demographically in the majority on the African continent. The impact of this genre pervades spaces in languages, in style, diction, and undertones that have an ideological impact in environments and settings where African languages and values are expected to be predominant, or at least should indigenously and logically be strongly anchored. This premise is the base of my inquiry.Contribution: This dominance is achieved by means of visual and textual images of advertisements that have sought to ‘sustain alienation’ and establish subordination of the consumer.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:604180095
Book学术官方微信