Using Message Form to Stimulate Conversations: The Case of Tropes

Hoeken, Hans; Swanepoel, Piet; Saal, Elvis; Jansen, C.J.H.

doi:10.1111/j.1468-2885.2008.01332.x

Cited by 49 publications

(64 citation statements)

References 56 publications

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“…loveLife's assumption about the relationship between these variables (the more people wonder about the meaning of the messages, the greater the chance that they will engage in conversations) is contradicted by this outcome. Consistent with the assumption of Hoeken et al (2009), perceived comprehension (to be distinguished from actual comprehension) is positively related to inclination to dialogue. Table 4 also shows that perceived comprehension of a billboard is positively related to appreciation (r = .65), and to change in behavioural intention (r = .34).…”

Section: Table 1: Average Scores and Standard Deviations (All Respondsupporting

confidence: 61%

“…This creates conversation [...].' In Hoeken et al (2009), however, the possible relationship between understanding and dialogue is taken further. Hoeken et al assume there are two reasons why cryptic advertising and educational messages may lead to dialogue among peers: the demonstration of knowledge within the group and the strengthening of the mutual group feeling.…”

Section: Figure 1: Advertisement For Nescafé Espresso Powdermentioning

confidence: 99%

“…According to Hoeken et al (2009), however, perceived comprehension is a necessary condition for such dialogues. These contradictory views were investigated in an experiment.…”

mentioning

confidence: 99%

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Talk about it: The effects of cryptic HIV/AIDS billboards

Jansen

Janssen

2010

Communicatio

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According to the South African health organisation loveLife, billboards with cryptic messages that the target group finds difficult or impossible to understand will give rise to dialogue with peers and parents. According to Hoeken et al. (2009), however, perceived comprehension is a necessary condition for such dialogues. These contradictory views were investigated in an experiment. Five loveLife billboards, together with a questionnaire, were presented to 149 first-year university students. Contradictory to loveLife's supposition, and consistent with Hoeken et al.'s assumption, a positive correlation was found between perceived comprehension and the respondents' inclination to dialogue.

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Section: Table 1: Average Scores and Standard Deviations (All Respondsupporting

confidence: 61%

Section: Figure 1: Advertisement For Nescafé Espresso Powdermentioning

confidence: 99%

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Talk about it: The effects of cryptic HIV/AIDS billboards

Jansen

Janssen

2010

Communicatio

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“…Deze resultaten laten zien dat de overtuigende werking van ironie vergelijkbaar is met die van andere tropen, omdat de waardering voor andere tropen, zoals metaforen en woordspelingen, ook volgens het patroon van de omgekeerde U-curve verloopt (bv. Hoeken, Swanepoel, Saal & Jansen, 2009;Van Enschot, 2006, Van Mulken, Van Enschot en Hoeken, 2006. Naast het verhogen van waardering, heeft ironie nog andere communicatieve doelen.…”

Section: Communicatieve Doelen Van Ironieunclassified

Het ironisch spectrum - Een overzicht van onderzoek naar het begrip en de retorische effecten van verbale ironie

Burgers¹,

Mulken²

2013

Tijdschrift Voor Taalbeheersing

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Verbal irony has been studied in various academic disciplines such as linguistics, pragmatics, communication science and social psychology. However, due to the multidisciplinarity of the respective fields, each of these disciplines has developed its own irony literature. This paper discusses the current state of affairs of research into comprehension and rhetorical effects of verbal irony, with an emphasis on pragmatic aspects of irony. We propose our model of the ironic spectrum based on predictors related to (1) the formulation of the ironic utterance, (2) the co-text of the ironic utterance and (3) the context of the ironic utterance. This model integrates linguistic, pragmatic, communication-scientific and social-psychological evidence on the comprehension and effectiveness of verbal irony.

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“…Thereafter the effect of texting language in print advertisements is explored in terms of the way the writer is perceived as well as how the message is received by teenagers by drawing on the Communication Accommodation Theory of Howard Giles (Gallois, Ogay and Giles 2005) and the model on message form by Hoeken, Swanepoel, Saal and Jansen (2009). A discussion of the research design then follows, indicating how not one but two different print advertisements were used: one product advertisement (a KitKat advertisement) and one health communication message (an advertisement about HIV testing).…”

mentioning

confidence: 99%

Teenagers' perceptions of SMS Afrikaans in print advertisements

Saal

2015

Southern African Linguistics and Applied Language Studies

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The technological constraints of the mobile phone gave rise to a texting (SMS) language with very distinctive linguistic features. This study examines whether SMS Afrikaans could be employed as language of advertising in the print media. Drawing on the Communication Accommodation Theory by Howard Giles (Gallois, Ogay and Giles 2005: 131) and the theoretical model on message form by Hoeken, Swanepoel, Saal and Jansen (2009), this paper examines how teenagers would perceive the writer and the message when print advertisements are written in SMS Afrikaans. Two different print advertisements were used: a product advertisement and a health communication message. These two print advertisements (in Standard Afrikaans) were 'translated' by teenagers themselves into their own texting language. Two separate experimental studies were conducted for the two types of advertisements. In each of the two experimental studies, the teenagers compared the standard Afrikaans version of the advertisement with the corresponding SMS Afrikaans version with regard to perceptions of the writer and the message. This study found that texting language did not have any effect on how the message was received. With regard to the perception of the writer, statistical effects were only found in the case of the health communication advertisement: Participants perceived the writer of the texting language advert to be a teenager. It was, however, the writer of the Standard Afrikaans advert who was perceived to be more socially attractive. From the coding of the responses to the open questions, the use of texting language (as opposed to Standard Afrikaans) in the product advertisement emerged as a more salient cue for shaping evaluations about the writer. Saal 2 projects for youth in South Africa worth mentioning are m4Lit (mobile phones for literacy) and FunDza. These projects intend to popularise reading and improve literacy levels among young South Africans by publishing teen mobile novels (m-novels) on a mobisite. The teenagers also engage in various writing practices, thereby developing and improving their writing skills (cf. Vosloo, Walton and Deumert 2009;FunDza 2014).The studies mentioned above focus primarily on the usability and impact of mobile-mediated communication and not on the language of text messaging and its possible effects. Scholars such as Thurlow and Poff (2013: 165) and Ling (2005: 336) rightly pointed out that linguistic attention to texting has been quite slow and that texting is still very much under-researched when compared to computer-mediated communication (CMC). Studies on the linguistic features of texting have been conducted for several languages, but very few (published) studies have examined the linguistic features of text messages in South Africa (cf. Bock 2013, Deumert and Masinyana 2008, Olivier 2013. Only one study (to my knowledge) has appeared on SMS Afrikaans. Olivier (2013) explores in his study the inconsistencies that SMS Afrikaans displays with regard to spelling and shortening. Few studies, however, ha...

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Using Message Form to Stimulate Conversations: The Case of Tropes

Cited by 49 publications

References 56 publications

Talk about it: The effects of cryptic HIV/AIDS billboards

Talk about it: The effects of cryptic HIV/AIDS billboards

Het ironisch spectrum - Een overzicht van onderzoek naar het begrip en de retorische effecten van verbale ironie

Teenagers' perceptions of SMS Afrikaans in print advertisements

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