Transcript The Language of written advertisement in English Lingua

Perché un corso sul linguaggio
della pubblicità?
Perché avete scelto il corso di
Laurea in Lingua e
Comunicazione
Ma perché in inglese?
• In che senso?
You answer to this
one!!!
The English language and
Advertising
Visual content and design in advertising have a
very great impact on the consumer, but it is
language, and the combination of language and
images that help people to identify a product and
remember it.
The English language and Advertising
The use of English in advertising all over the world
generally makes a positive impact on the consumer.
ENGLISH IS AN ATTENTION GETTER
English is still the most frequently used linguistic
means in advertising.
French attempt at fighting this primacy and
hegemony (1994, Toubon law)
It is more easily understood and remembered by
the world's audience, and its flexibility helps
enormously those operating in advertising.
• Advertisers test the limits of language use and
interpretation
• Advertisers link words to images and narratives
• Advertisers are acutely aware of issues of
context, and processes of interpretation
• Advertising is deeply embedded in our culture,
so it can reveal in sharp relief assumptions what
we might otherwise take for granted
GOOD ADVERTISING IS GOOD FOR
BUSINESS
Consumers consider advertising as a source of information and
entertainment.
Advertisers must provide creative and effective ads.
Consumers believe that advertising is an integral part of everyday
culture: not only entertaining and informative, but REAL!!!
WHAT IS ADVERTISING
• Advertising is an example of language
adapted to a well defined social purpose.
• Persuading people to buy a certain
product or service.
How does ad work?(a)
Advertising
Market Research
Product Development
Promotion
How does ad work (b)?
• Market research
– What product / what people (TARGET)
• Product development
– What new product/what new needs
• Promotion
http://www.vintageadbrowser.com/leaflets-ads-1890s/5
Drink “provokes the desire
but takes away the
performance” – William
Shakespeare
http://press.absolut.com/templates/ImageList____160.aspx?c
ategory=ABSOLUT+CAMPAIGNS
Layout of print advertising
Headline/Hook
Subhead
Slogan
Visual
Caption
Body-text or copy
Copy copy copy
Signature
slogo/trademark
Definitions
•
Headline/Hook: large-print words at the top of the page.
•
Subhead: optional addition to the headline
•
Copy or Body Copy: main text
•
Visual: illustration that makes a visual statement.
•
Caption: copy attached to the visual
•
Trademark: distinctive word, phrase, logo, domain name, graphic
symbol, slogan used to identify the product
•
Signature/bottom line/logo: The company's trademarked version
of it's name.
•
Slogan: A memorable phrase
•
Slogo: phrase used by a company throughout all its advertising
visual
headline
copy
caption
Logo/trademark
Signature
Slogan/slogo
Headline
• The headline "hooks" the reader into reading
more. Therefore, it should
• attract attention
• characterize the product-specific benefit.
• It makes the consumer associate the product
with an idea (i.e., a particular function, design or
taste).
• It has to be eye-catching and designed with:
• short sentences
• scripts with bold and coloured letters.
• puns and/or any other linguistic deviances
Subhead(s)
Subheads:
1. break down the ad copy into easily
digestible segments.
2. capture the attention of those who
quickly scan the copy to see if they're
interested.
Body copy
• It has the task of raising confidence in the
advertised
product
which
is
here
introduced.
• Therefore, its language has to be precise,
factual and explanatory as it:
• shows or demonstrates the benefits of the product
• makes claims and proves those claims with facts and
figures
• uses testimonials and success stories
• reports recently researches about the product
• compares its product
• presents what makes that particular product or service
unique (USP, Unique Selling Proposition)
• states the offer in no unspecific terms