Author

Saksith Limkulacomn

Title

Strategies of word use in thai in television and magazine advertising / Saksith Limkulacomn

Date

1991

Location

CL thesis

Source

123 leaves

Abstract

The purpose of this thesis is to analyze strategies of word use in Thai in television and magazine advertising and to compare the strategies in both media. The analysis is based on 120 television commercials and 120 magazine advertise- ments of the same products dated from January 1, 1987 to December 31, 1989. The results reveal that in creating a copy, the copywriter uses several various linguistics strategies; namely rhyming, which is divided into two types : rhyme and alliteration ; repetition, which is classified into three types : immediate repetition of words, word-block repetition, and repetition interrupted by a pause; slang usage divided into slang proper and slang by context ; use of foreign words; and incongruity of collocative meaning. All these strategies make the Thai advertising language deviate from the normal variety of Thai. In comparing the use of the strategies, either altogether or one by one, it is found that there is no statistical difference among the frequencies of strategies used in the two media, with only one exception, i.e. the use of foreign words, which occurs more in magazine advertising than in television advertising. This may be because using foreign words in the TV commercials is limited by the Board of Radio and Television Administration. In addition, it is found that the language in the TV commercials does not vary according to the kind of product advertised. However, in the magazing adverti- sing, most of the strategies, i.e. rhyming, repetition, and the use of foreign words, vary according to the kind of products advertised. The strategies which do not vary according to the kind of products advertised in magazine are slang usage and incongruity of collocative meaning

นอกจากนี้ผู้วิจัยยังพบอีกว่า การใช้คำในภาษาโฆษณาในสื่อโทรทัศน์มิได้แปรตามประเภทของสินค้าที่โฆษณา แต่ในสื่อนิตยสารกลวิธีการใช้คำส่วนใหญ่แปรตามประเภทของสินค้าที่โฆษณา ซึ่งได้แก่ การใช้คำสัมผัส การซ้ำรูปคำ และการใช้คำต่างประเทศ ส่วนกลวิธีในนิตยสารที่ไม่แปรตามประเภทของสินค้า คือ การใช้คำสแลง และการใช้คำที่มีความหมายไม่สอดคล้องกัน

Note

Typescript (photocopy)

Thesis (M.A.)--Chulalongkorn University, 1991

Alt author

ศักดิ์สิทธิ์ ลิมกุลาคมน์

Amara Prasithrathsint, advisor

Chulalongkorn University. Linguistics

ISBN

9745796727