Jeon Jung-mi, 2012. A Study on Politeness Strategy in Advertising Texts. The Sociolinguistic Journal of Korea 20(2). pp. 401-423. This study aims to examine the aspect of realization for politeness strategy in advertising text. As the request in advertising text is the act of demanding something, it is the hard speech act in the position of listener. Accordingly utterer is needed to prepare proper way for not losing each other's face after full consideration of listener's position. This study has been carried out based on the strategy and stratagem suggested by Brown & Levinson(1987). Negative politeness strategy is preferred mainly in public service advertisement. Also, it is strategy that positive politeness strategy is preferred in commercial advertisement. This stratagem reflects utterer's strong intention which tries not to make listener reject by reducing listener's burden. Politeness are used by important strategy in advertising text as well as conversation. Strategic difference in the advertising text appears upon its own purpose which is public benefit or a specific profit which is pursued by private companies. But, politeness strategy used in advertising text is conversation strategy that is attained between utterer and listener.

Purpose: The purpose of this study was to identify factors that enhance the effectiveness of bulk text message advertising on consumer attention in the telecommunications industry in Zimbabwe. Research design, data and methodology: The study collected data using structured questionnaires. The study attracted 293 responses from consumer subscribers of the Zimbabwean telecommunications industry. Data was analysed using SPSS and measures of association, direction, strength and significance were used. Results: The study found out that the examined variables of bulk text messaging (Simplicity, Frequency and Informativeness) had a positive significant impact on consumers‟ attention (𝛽= 0.645; p-value < 0.05). The study examined four bulk text advertising determinants, namely frequency, simplicity, informativeness and credibility. Only credibility was found to be statistically insignificant (p-value > 0.05), whilst frequency had an inverse effect on consumer attention. Simplicity of bulk text advertisements recorded a high positive and significant impact whilst informativeness was also positively, and significantly affecting consumer attention. Conclusions: The study concluded that for bulk text advertising to be effective, text messages should be informative, easy to understand and dispatched less frequently. It was further concluded that bulk text advertising should follow permission marketing where consumers consent before hand to be recipients of commercials.