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ADVERTISING

ADVERTISING. The language of Advertising. Why advertising?. Just do it No Martini No party Think different. Communicative channels. personal if they involve people directly through letters or phone calls;

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ADVERTISING

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  1. ADVERTISING The language of Advertising

  2. Why advertising? • Just do it • No Martini No party • Think different

  3. Communicative channels • personal if they involve people directly through letters or phone calls; • impersonal if they appear in newspapers, magazines, flyers, billboards, sandwich boards.

  4. Is advertising a genre? ‘parasitic’: because ads exist through other genres and through the combinations of primary and secondary substances of language. primary substances are sounds for spoken language, marks for written language, signs for the deaf; secondary substances involve computer discs, electric cables, magnetic tapes and radio waves.

  5. The main components of an ad Image Text the text: links the context and the image, because it transfers into words what the image wants to say. text is said to be ‘anchored’ to the image. Sometimes the image itself intervenes to clarify ambiguities given by the text.

  6. From the pictorial art • PINK represents a sensitive and strong personality which is preferred by those who are benevolent; • RED, known as a passionate colour, connotes love and bravery and stands for aggressive and impetuous people; • ORANGE, being the colour of autumn, signifies vividness and energy as well as organizational abilities; • BROWN is the colour of sensuousness and therefore it represents physical comfort, ease and contentment;

  7. continue • By exuding joyfulness, YELLOW is the colour of communication and spirituality. It symbolizes intellectual, imaginative and idealistic people; • GREEN signifies life because it is the colour of nature and people who like it are moral and affectionate; • BLUE is the colour of royalty and for this reason it inspires loyalty and harmony; • VIOLET is the colour of luxury and signifies creativity and sensitiveness; • GREY is a cold colour and that is why it represents personalities which are distant but devoted to their engagements; • WHITE has traditionally represented innocence and therefore it signifies simplicity and purity.

  8. The elements of the MESSAGE • The subject • The distance from the camera (close-up vs. long shot) • The style • People included • Background

  9. From Rhetoric • Metaphor • Metonymy • Puns • Repetition • Assonance • Alliteration

  10. Consequences: The use of these tropes increases destabilization, in the sense that meanings in advertising become indeterminate, they imply more of what is said.

  11. Connotation names of perfumes…. Escape Boss Allure Guess Obsession

  12. What do these names suggest? Opium Poison

  13. Example of corrective intervention Slogan: exaggeration “Witness the destruction of an entire department” Message: computer systems which do not have safety mechanisms may have serious problems

  14. How communication is structured • A Text can be: • Descriptive • Appealing

  15. Rule AIDA: • Attention • Interest • Desire • Action

  16. Tools Adjectives: • New, good, better, best, free, fresh, delicious, full, sure, clean, wonderful Compound forms • Top-quality, chocolate-flavoured, economy-size

  17. Continue… • Comparatives and superlatives are used conveying an idea of UNIQUENESS: Ex: Smoother. Quieter. More luxury. More choice. Discover it.

  18. Verbs • Imperatives: • Buy now, pay later • Think different • Have a coke and smile

  19. Neologisms Be Cointreauversial

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