HANOI UNIVERSITY OF SCIENCE AND TECHNOLOGY

SCHOOL OF FOREIGN LANGUAGES

--------

FL4225 English Semantics

Class 141236
K65

The use of deixis in Adidas

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Fullname of all students Student code of all
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Lê Phạm Thuỳ Linh 20204214

Nguyễn Thành Long 20204119

Nguyễn Giang Nam 20204130

July 28th 2023

 Table of contents

A. Introduction..........................................................................................
B. Contents.................................................................................................
I. Overview of deixis..................................................................................
1. Definition..........................................................................................
2. Types of deixis .................................................................................
2.1. Personal deixis..........................................................................
2.2. Spatial deixis.............................................................................
2.3. Temporal deixis........................................................................
2.4. Discourse deixis........................................................................
2.5. Social deixis...............................................................................
II. The usage of deixis................................................................................
III. Data analysis of Adidas advertisement.............................................
1. Personal deixis “Running needs nothing but you”.......................
2. Spatial deixis “Here to create".......................................................
3. Temporal deixis “ON SALE NOW” / “Limited time only”........
4. Social deixis “Together we can”.....................................................
5. Discourse deixis "Impossible is Nothing".....................................
C. Implications of the study......................................................................
D. Conclusion.............................................................................................
Lê Phạm Thuỳ Linh - 20204214
A. Introduction
Deixis is not only appearing in communication to help people express their message to
each other, but also in advertisements, deixis has more important functions than daily
communication. In this essay, deixis will be shown how it plays an important role in
Adidas advertisements. These functions of deixis in both advertisements and common
communication will be explained clearly through some slogans of Adidas and
examples. More than that, this essay is not simply to describe defining, for example, the
relationship in language but also the impact of deixis on the delivery of the message of
the brand, to help Adidas to improve sales with their stories through advertising.
B. Content
I. Overview of deixis
1. Definition
In semantics, deixis is the general phenomenon of occurrence of deictic words.
According to Semantics: A course book of Cambridge University (2007, p.66, line 5-7),
a deictic word is one which takes some element of its meaning from the context or
situation such as the speaker, the addressee, the time or the place of the utterance in
which it is used.
More specifically, these deictic expressions appear in every language in the world.
Deictic words are used in every conversation. It becomes an integral part of expression
or communication between the speaker and the listener. According to Gedutyte (2013,
p.8), they are used to personalize these objects in the context right after they are talked,
by some ways like pointing at them to make attention to them.
2. Type of deixis
Deixis has five different types which have different functions in common
communication. Levinson (2006) and Sušinskienė (2013) also agreed that deixis
included five types of deixis in linguistics. In this section, each type of deixis will be
analyzed when it is placed in the context of daily communication. Through examples to
see the function of one of the extremely important linguistic phenomena.
2.1. Personal deixis
First, personal deixis appears in conversation by using them as personal pronouns. It
reflects the role of the speaker in context of conversation (Levinson, 2006, p.33, line
17-21).The speakers as the first person, state a statement to the listener as the second
and the conversation may be about a third person like him or her. For example: I am
Steve and I go with her to the birthday party. “i” and “her” are deictics which are
pointing to the first person and the third person in the conversation. Traditionally,
personal deixis helps people more easily understand the role and people who relate to
conversation. However, that is personal deixis in common communication. In
advertising, personal deixis is a little different.
2.2. Spatial deixis
It is a specification of the relative position of the participants at the time of
communication. Levinson (2006, p.42, line 4-5, line 7-13) mentioned the space and
distance perspective of speaker and listener in communication. This is encoded through
expressions such as this, that, those and adverbs indicating place. In the context of this
example: If you were here, I would show you what happened to me. “Here” in that
context refers to a place that all people of conversation can understand. More than,
“here” helps the speaker describe the relationship between the speaker and space of the
speaker and the listener. Sušinskienė (2013, p.183, line 16-18) also gave “here” as an
example but it is put in the context of an advertisement. In general, spatial deixis is in
linguistics bringing the function about providing information of space, distance or
position for conversation.
2.3. Temporal deixis
Temporal deixis refers to the opinion of the speaker in the past, present or future. This
kind of deixis is grammaticized in adverbs indicating time such as now, then, yesterday
and in the verb tense. For instance: Tomorrow, I have a test in college. In that
conversation, the listener and the speaker can understand that the time of the event will
occur in this sentence by using “tomorrow”. If spatial deixis refers to space, temporal
deixis will refer to time. To analyze, people use temporal deixis in common
communication because temporal deixis supports people in providing information about
the time of context. From there, communication is more complete, easier to understand.
Moreover, the listener in a conservation can catch information and get the point of what
the speaker talks about. In general, temporal deixis also has an important role in
communication.
2.4. Discourse deixis
It is used to describe an expression to indicate the before or after expression in the same
spoken or a speech. The deictic element refers to the previous part of the text is called
anaphora. The deictic element refers to the following part of the text, it is called
cataphor. Levinson (2006, p.48, line 6-10) argued the point that discourse deixis shows
relationship between the referred segments and the time of its. There are no specific
grammatical categories for this type of deixis. Because deixis depends on the context of
communication, in some cases discourse deixis has a role as metaphor to help the
speaker express their message. But it is not significant.
2.5. Social deixis
Social deixis helps the speaker to encoding the social status of the speaker, listener of
the third person introduced. This also refers to the social ties maintained between them.
In some cases, social deixis describes the relationship in society between two people
who are face-to-face in a conversation. Levinson (2006, p.50, line 9-14) also mentioned
that social deixis shows relation about the position of someone in society directly or
indirectly. Moreover, he argued that social deixis appears in other languages such as
Thailand, Japan, Korea, ect. This point reflects that deixis in general and social deixis in
particular are used in many contexts and applied in many different languages.
In conclusion, each deictic applied in many others contexts and different ways. They
help people to communicate and send messages in speech more effectively. In common
communication, deixis always appears in conservation and shows its function in
linguistics by providing necessary impacts for the speaker and the listener. For each of
these types, deixis supports conversation with time, position, space, ect. Gedutyte
(2013) and Sušinskienė (2013) argued deixis with basic functions in their research.
Moreover, they mentioned deixis in advertisements with different context and basic
theory of deixis, but Levinson (2006) mentioned deixis in basic and expanded from his
example about each deixis. In advertisement, deixis also plays an important role but it is
different in common communication. It helps Adidas convey the message through
slogans to customers in an interesting way without losing the unique color and
specificity in each product. For linguistics, deixis can have the same functions in
different contexts. But in a particular context, deixis has specific functions which play
different roles in each context.

Nguyễn Thành Long – 20204119

II. The usage of deixis in advertising

According to Fatkhur (2014, p.6, line 4), the term "advertisement" originates from the
Greek word "ad-vere," which means to tell a thought or idea to others (Klepper, 1986).
Therefore, one may understand that one of the goals of advertisements is to pass on the
message. Also in the research of Fatkhur(2014,p.6, line 12), Klepper (1986) assumed
that advertising is a component of marketing that aids a business in getting its goods
into the hands of customers. It conveys a message that is both convincing and
instructive. In a different perspective, cited in the research of Muhammad (2022, p.6,
line 6), Wells (1992) argues that advertising is a type of mass media communication
that is funded by the sponsor and intended to convince and influence the audience
including viewers, listeners, or readers. From aforementioned definitions, it is able to
conclude that the message is one of the key components of advertising. An
advertisement includes the message an advertiser intends to send to the target market
through the campaign. Since practically all advertising employs language to convey
their themes, language is crucial in this section. Regarding advertisement language, in
order to establish a stronger connection between the textual 'voice' of the advertisement
and what is presumptively the reader's reality, advertising frequently makes deictic
references to items that are a part of the reader's context (Thornborrow & Wareing,
2005, p.159, line 3). These spatial deictics, such as "this," "that," or temporal deictics,
such as "now," "then," etc., are frequently utilized for this purpose. Deictic terms are
also utilized in spoken media discourse to establish a connection without any
boundaries between the speaker and his audience (Thornborrow and Wareing, 2005:
159). This 'relationship' may thus be extended to ads as well, according to this theory.
As stated by Thornborrow and Wareing (2005, p.159, line 18), citing Motgomery
(1986b: 429), this relationship is a "simulation of co-presence." On radio or television,
the speaker addresses a potential audience that is not there, and they must establish a
relationship with them in order to sell their products. Therefore, personal pronouns like
"you," "we," "they," etc... are frequently utilized. Particularly, the personal deixis "you"
is employed frequently for a number of benefits that it could provide.According to
Christopher (2013, p.2), firstly, it is the most direct of addressees. Secondly, through
this placement as a grammatical subject the consumer is given the main role in the
action described in the advert, which highlights the individuality
III. Data analysis of Adidas advertisement

1. Personal deixis “Running needs nothing but you”

First, and foremost, the deixis "you" in the Adidas "Running Needs Nothing but You"
advertising provides a sense of intimacy and connection between the observer and the
advertisement. Adidas establishes a one-on-one interaction with the viewer by making
explicit references to them in the campaign, which goes beyond merely addressing
jogging in general. Furthermore, the usage of "you" makes the advertisement's message
feel more relevant to the viewer's own life.

Second, by showing a large number of runners in various settings, the advertising

effectively conveyed the spirit of this particular activity. The advertisement provides
inspiration, inspiring viewers to challenge themselves and begin their own running
adventure. The word "you" in deixis is used to create an emotional bond between the
audience and the running community being shown. This linguistic choice promotes
inclusion and makes the audience feel like a member of this community. The impact of
"you" lies in its capacity to transform a passively observing invitation into an active
invitation to participate in an active running community. It goes beyond the boundaries
of the screen, asking the audience to enter the action, put on their running shoes, and
take part in the journey of health, fitness, and fellowship.

Lastly, the deixis "you" highlights individual participation in the activity of running. It
implies that the observer has complete control over running and may succeed with their
own devotion and effort. The tagline "Running Needs Nothing but You" emphasizes the
ease and accessibility of the exercise by implying that no equipment or other forces are
needed. Adidas emphasizes the viewer as the core and crucial component in the act of
running by utilizing the word "you," giving them the ability to shape their own fitness
journey.

Context is an important aspect of deixis to discuss. The "Running Needs Nothing but
You" campaign is a motivational and encouraging advertising that showcases runners
from all around the world. The advertising tries to inspire viewers to choose their own
unique jogging path by displaying a diversity of atmospheres and terrains seen by
runners on their travels. With images of athletes pushing themselves to the edge, the
advertising elicits a strong emotional response in viewers by boosting their heart rates.
As a result, it is evident that the purpose of this campaign was to directly imply and
personalize the message to customers. For the reasons stated above, using the deixis
"you" rather than another personal deixis such as "we" makes the greatest sense because
it decreases personalization and creates a sense of unity and shared involvement.

In brief, in the Adidas commercial "Running Needs Nothing but You," the deixis "you"
performs a number of different roles, all of which contribute to the commercial's
success in enthusing and inspiring its target audience. By emphasizing individual
importance and creating a personal connection, the direct address gives viewers the
power to take charge of their fitness path. The deixis "you" proves to be a potent
language choice, influencing the impact of the advertising on viewers and assisting
Adidas' marketing success.

2. Spatial deixis “Here to create"

In this part, the spatial deixis "Here" in the campaign "Here to Create" will be
examined. First, the deixis "here" establishes a spatial and temporal anchor, creating a
feeling of immediacy and presence. It implies that the action or remark is taking place
at a certain location and time, as though the creative act is taking place directly in front
of the viewer's eyes. Adidas generates a sense of intimacy and involvement by using
"here," as though the brand is right there with the viewer, actively engaging in the
production process.

The usage of the deixis "here" also helps to create a strong brand identity. The tagline
"Here to create" presents Adidas as a company that values innovation and creativity. It
denotes the brand's presence in the land of creation, establishing its authority and
experience in the field of sports and athletic gear. The phrase "here" signifies that
Adidas is at the forefront of design and innovation, actively influencing the world of
sports fashion. Adidas enhances their image as an industry leader by associating
themselves with the act of creation, inviting consumers who want to be a part of a
dynamic and innovative brand.

Additionally, the deixis "here" creates a feeling of exclusivity and inclusiveness. Adidas
emphasizes that the process of creation is exclusive to the company by using "here" to
express their creative capability. It implies that the invention and inspiration for their
goods can be found solely within the Adidas environment. This exclusivity may appeal
to customers who want a unique and unrivaled experience with their sportswear. On the
other hand, "here" conveys a sense of inclusion, allowing customers to join the Adidas
creative community. Adidas wants folks to be a part of their world by portraying
themselves as "here" to create, fostering a sense of camaraderie and shared enthusiasm
for sports and fashion.

Nguyễn Giang Nam – 20204130

3. Temporal deixis “ON SALE NOW” / “Limited time only”.

Firstly, the first phrase presents a product that is currently available at a discounted
price. The use of the present tense "now" draws the attention of the audience and
creates a sense of urgency with them. makes it clear that the discount is temporary, just
for a limited time period and the customers have to act quickly to get themselves a
better price. Adidas strategically uses this phrase to encourage customers to buy their
products as soon as possible. As a result, temporal deixis, also known as time deixis is
successfully utilized to motivate the customers to act quickly and convince them that
the sale is urgent.

Secondly, in the second phrase “Limited time only”, the concept time-limited implies
that the products won’t be available for a long time, promoting the customers are urged
to act soon. The word "only" can function as a deictic term, highlights the offer’s
exclusive and gives the customers a sense of pleasure for being one of the selected to
take advantage of the limited-time offer. It creates an imaginary competition, where
customers race against time to take advantage of the deal before it expires, and the
marketing team has been successful in exploiting these phrases to generate a sense of
urgency in the consumer using this kind of strategy.

In conclusion, the use of temporal deixis in advertisement is a crucial tool for effective
communication with the target audience. By employing language that indicates time-
related contexts, marketers are able to create a sense of urgency, communicate
sequential events, promote seasonal offerings, emphasize the longevity of a brand, and
target specific age demographics.

4. Social deixis “Together we can”

One of Adidas' most iconic slogans is "Together we can" which appears at the FIFA
World Cup 2018. The word “we” is the first-person plural pronoun which refers to
everyone who is the part of the same team, and this also reinforces by the use of
“together” indicates that the group is not acting independently, but rather as a united. It
helps to position Adidas as a brand that understands the values and desires of its
customers. The brand can build a connection with its customers by using language that
emphasizes the value of community and collaboration. Moreover, the phrase “Together
we can” is memorable and simple to recall, making it an effective marketing strategy.

The commercial shows people from different parts of the world coming together, and
the use of “we” or “us” creates a sense that they all are sharing. Which is the difference
between social and personal deixis. In Adidas advertisements, social deixis is used to
create a sense of community and unity among a group of people, whereas personal
deixis is used to create a more personal connection between the viewer and the product.

In addition, social deixis in advertising often goes beyond the linguistic level, to
examine the visual and other non-verbal elements that convey social meaning, such as
images, music, and color. Also, at FIFA World Cup 2018, Adidas advertisement
featuring famous soccer players uses first-person plural pronouns to create a sense of
inclusivity and connection with the audience. In the advertisement, Lukaku, Messi,
Neymar, etc are shown wearing Adidas shoes while traveling to World Cup Stadium.
The message is clear: if Adidas is good enough for the world's favorite soccer players,
it's good enough for you too. Therefore, social deixis in advertisement has become an
increasingly crucial strategy for building strong connections between brands and their
audiences. Inclusive language that emphasizes social connection, understanding, and
trust encourages emotional connections that make advertisements more engaging and
memorable.

5. Discourse deixis "Impossible is Nothing"

The slogan "Impossible is Nothing" is an excellent illustration of discourse deixis as it

gives the audience’s ideas and beliefs about what “Possible” means, and Adidas
positions their brand as one that is always striving for more. The use of the word
"impossible" in the ad has a dual-meaning, as it refers not just to the barrier that the
athlete in the ad has overcome, but also to the limits of what is “Possible” for the brand
and its audience. However, the word “Nothing” changes the meaning of the slogan,
indicating that “Impossible” does not exist. Adidas uses this slogan to create a message
that links with its audience, inspires them to overcome their challenges, pushes beyond
their limits and achieves their goals.

In another Adidas campaign, Adidas emphasizes the durability and the impressive
design of their shoes, which was demonstrated by marathon runners. The advertisement
gathers several groups of runners making their way through busy streets and parks,
showing the shoes as the perfect partner for victory and success. The tone of the
advertisement is motivational, featuring powerful statements such as “Run to win” or
“Never stop”, which inspires audiences to push themselves beyond their limit and
achieves new goals. The message of the advertisement is clear, and it links with runners
who own an Adidas shoe: Adidas shoes are specifically designed for ambition,
motivation, and determined individuals who seek to achieve their athletic goals.

In conclusion, discourse deixis is a fundamental aspect of advertising, and Adidas is

one brand that has successfully applied it to create a community that positions its
products as desirable and admirable among consumers. These were used to reinforce
the values and beliefs of their target audience, create relationships with the audience
and make them as a part of the brand. The effective use of discourse deixis has fully
contributed to the success of Adidas' marketing campaigns, and is an important tool for
any advertiser looking to create persuasive and engaging advertisements.

C. Implication

The study analyzing the usage of deixis in Adidas advertisements would have several
implications in both linguistics and marketing. In terms of linguistics, the theory's study
defined the concept of deixis and explained the main ideas and words. The research also
contributed to this field by examining the specific application of deixis in advertising. It
would provide readers a better knowledge of how deixis works as a language tool to
create meaning, form relationships with the audience, and convey messages. In terms of
marketing, the study would give insight into Adidas' advertising strategy. This research
has examined how Adidas aims to interact and connect with their target audience by
evaluating the use of deixis. Particularly, by analyzing the effects of personal deixis in
Adidas advertisements, the study has illustrated how the targeted audience responds to
personalized and direct appeals

D. Conclusion

In conclusion, Adidas's successful marketing campaigns can be attributed to the

effective master of deixis. By understanding the demographic of their audience and the
current context, Adidas is able to create messages that comprehend the consumers and
inspire them to connect with the brand. Additionally, Adidas is able to tap into the
audience's emotions and inspire them to push beyond their limits. Overall, the strategic
use of deixis in Adidas advertisements supports the brand's mission of empowering
athletes and inspiring people to take action, ultimately leading to increased brand
loyalty and sales. Adidas has managed to create a strong brand identity, which has
contributed to the brand’s success and will continue to do in the future.
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