Understand" Slogans Rather Than "Difficult to Understand" Figure I. Kachru's three concentric circles of English. Kachru (1986) calls an "outward-looking attitude" of modernization and mobility. As discussed by Major (2001) a significant attribute of loanword phonology in Figure 2. First edition of O Cruzeiro magazine. Figure 2, is an image of the cover of the first edition of O Cruzeiro, before the "O" Figure 3. Buick advertisement published in Sao Paulo in 1935. age groups as displayed below: As can be seen from the table, the highest concentration of readers lies in the these readers, 47% are male and 53% are female. This readership consists of a range of upper class readers. The age groups of Epoca readers are displayed below: social class of readers, also consisting of readers from mostly middle, middle-upper, and follows: also having a similar split of 49% male and 51% female. The age of readers is as Percentage of the Advertisements in Magazines Containing English Types of products that use English in advertisements. Table 3 shows the results for (Note: *The number before the / indicates the # of times English was found in the indicated part and the # after / indicates the percentage of ads from the indicated magazine that contair English in the indicated part (some ads contain English in >1 place, therefore totals do not add up) consisted of the following age ranges. each of the descriptions chosen) The use of the above adjectives was partly modeled after a study conducted by Note: Perceived comprehension- yes, no, unsure= response to question, "Can you translate the slogan in the advertisement?" Perceived and Actual Comprehension of Slogans (* Note: Letters correspond to the following slogans: A = "A Better Idea", B = "Wearing Is Believing", Participants' Attitudes Towards Slogans Comprehension and Attitudes Towards Slogans Table 10 Consumer Inclination to Purchase Products with Slogans Featured in Advertisements Data Analysis Common Slogan Translations Provided by Participants Products with English in the Body Copy Note: PN=product name, S= slogan, H= headline, SH= subheadline, BC= body copy; some ads were featured in the corpus more than Selecione as palavras que descrevem sua impressao do slogan acima (usando 1: discordo totalmente, 2: discordo, 3: concordo, 4: concordo plenamente) Selecione as palavras que descrevem sua impressao do slogan acima (usando 1: discordo Selecione as palavras que descrevem sua impressao do slogan acima (usando 1: discordo totalmente, 2: discordo, 3: concordo, 4: concordo plenamente) Are you able to translate the English in the advertisement?
