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ADVERTISING WHAT IS IT? - ADVERTISING Definitions... 1 - “The act of drawing the public's attention to something” = < ad + vertere ADVERTISING 2 - “attempts to persuade its audience to purchase a good or a service” ADVERTISING 3- “A form of communication” ADVERTISING 4 - “Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media.” ADVERTISING 5 - “a true mirror of life, a sort of fossil history from which the future chronicler, if all other historical monuments were to be lost, might fully and graphically rewrite the history of our time.” (Harpers' Weekly, 1910s) ADVERTISING 6- “Advertising is 'capitalist realism'...capitalism’s way of saying ‘I love you’ to itself.” (Michael Schudson, The Uneasy Persuasion, 1984) Which of these would you call advertisements and which not? (A. Goddard, The Language of Advertising) Examples... Examples... Examples... Examples... Examples... Examples... Examples... Examples... What is being addressed – a product, an idea, an image? Who is being addressed?Who are the addressees? Who are the receivers? COME AS YOU ARE VIENI A SCOPRIRCI SIAMO QUI PER TUTTI COSI’ COME SEI Categories of ads Medium Product Technique Consumer Context Text + Context Context includes... substance Text + Context Context includes... Substance Music and pictures Text + Context Context includes... Substance Music and pictures Paralanguage Text + Context Context includes... Substance Music and pictures Paralanguage Situation Text + Context Context includes... Substance Music and pictures Paralanguage Situation Co-text Text + Context Context includes... Substance Music and pictures Paralanguage Situation Co-text Intertext Text + Context Context includes... Substance Music and pictures Paralanguage Situation Co-text Intertext Participants (verbal) Text + Context Context includes... Substance Music and pictures Paralanguage Situation Co-text Intertext Participants Function QUESTIONS - How does the ad attract attention? - Does it aim to persuade new customers or to make them switch brands? - Where does it appear? - Does it offer a reason why? - Does it refer to other discourses? - Is it oriented to emotions? Does it play on fear? - Does a celebrity provide an endorsement? Why? - What group does it reach? Exercise... Try to describe the ads by identifying the features of context which are peculiar to them Schweppes: http://www.youtube.com/watch?v=3Tc7ZB4ywU I Old spice: http://www.youtube.com/watch?v=owGykVbfgU E Usain Bolt: http://www.youtube.com/watch?v=JZcKY9dux6 Q