The Transfer Of Power In Japanese Advertising Discourse
Rezumat
The Transfer Of Power In Japanese Advertising Discourse
Having as a staring point the idea of power exercited through symbols and taking into account sociocultural factors in the Era of Globalization, this paper will try to answer to an important question regarding advertising discourse construction and power relations: How does the transfer of power occur in this particular type of discourse? We are interested mainly in offering insights on how Japanese advertising discourse is constructed and which are the factors that contribute to the creation of global meaning and to observe how specific signs create cultural symbols, according to various aspects such as context, timeframe and culture. Also, considering the multitude of discourse types which have the capacity to exert power through language as a tool, we argue that the advertising discourse that we encounter on a daily basis has the most significant impact on all masses. Through the creation of advertising discourse one manages to attain a position of power over the society it belongs to and furthermore, at macro level it enhances the idea of supremacy of one society over another. The results indicate that advertising discourse can be perceived at a certain level as a fine line between the dominant and the submissive entity thus, discourse power manifests through manipulation or seduction, but we should perceive power as intensity, not as force.
Keywords: advertising discourse, power discourse, Japanese, semiotics, culture model.
Bibliografie
Dâncu, Vasile Sebastian. Comunicarea simbolică. Arhitectura discursului publicitar / Symbolic Communication. The Architecture of Advertising Discourse. Cluj-Napoca: Eikon, 2009.
Frentiu, Rodica 2017. Limbajul poetic – act creator si actualitate culturala. Modelul cultural japonez. 2nd edition, Cluj-Napoca: Presa Universitara Clujeana.
Hofstede, Geert. Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations. 2nd edition. Thousand Oaks, California: SAGE Publications, 2001.
Hofstede, Geert et al. Cultures and Organizations: Software of the Mind. Revised and Expanded 3rd Edition. New York: McGraw-Hill USA, 2010.
Saussure, de Ferdinand 1966. Course in General Linguistics. 3rd edition, translated from French by Wade Baskin, Charles Bally and Albert Sechehaye (eds.). New York: McGraw-Hill Book Co.
Seward, Jack. NIHONGO: A Strange and Wonderful Language. Tokyo: New Currents International Co., Ltd., 1986.
Thompson, Della. The Oxford Dictionary of Current English. 2nd edition. New York: Oxford University Press, 1993.
Chapters In Books:
Robertson, Roland 1995. “Glocalization: Time-Space and Homogeneity-Heterogeneity”. In: Mike Featherstone, Scott Lash and Roland Robertson (eds.) Global Modernities. London: Sage Publications, 25-44.
Articles In Periodicals:
Kawai, Hayao, Hori, Tadashi 1986. “The Hollow Center in the Mythology of Kojiki”. Review of Japanese Culture and Society Vol. 1, No. 1, Inaugural Issue: JAPAN & THE JAPANESE: 72-77.
Koma, Kyoko. “Kawaii as represented in scientific research: the possibilities of kawaii cultural studies.” Hemispheres 28 (2013): 5-17.
Sato, Kumiko. “From Hello Kitty to Cod Roe Kewpie. A postwar Cultural History of Cuteness in Japan” Education about Asia, vol. 14, nr. 2 (2009): 38-42.
