Semantics and spelling study in the outdoor advertising of business premises of Tulcán and San Gabriel

Abstract

This research analyzed semantics and spelling in outdoor advertising of business premises in Tulcán and San Gabriel. It allowed to match the customers purchase decision with the finding  of semantic and spelling errors in advertising texts. The qualitative approach was used based on subjective observation of the advertisements. And quantitative when obtaining results and conclusions based on statistical data. A total number of 253 business premises were part of  the investigation. In the business premises, the observation technique was carried out using observation sheets applied to their outdoor advertising while for consumers and their owners, surveys were applied. The results showed that the consumer purchase decision is independent of the detection of semantic and spelling errors in the outdoor advertising texts. The deficiencies in the textual advertising content do not generate any impact on the commercial process, as consumers focus their interest on product attributes. In addition, it was identified that semantic errors in outdoor advertising are less frequent than spelling. One out of four advertisements presented semantic deficiencies. Whereas, six out of ten showed spelling deficiencies. 176 spelling errors were found in 253 advertisements; the absence of accent marks was the most committed error. Finally, it was possible to demonstrate that consumers, business owners and design professionals in these cities show an uninterested attitude in the exhibition of linguistically flawed advertisements.