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APPEALS AND TYPE OF ADVERTISING
Appeals and Type of Advertising(Leech, English in Advertising, chapter 6)
• The particular appeal (and therefore the particular type of advertisement) to use depends on the following :
1. products2. media3. audiences 4. aims
PRODUCTS Leech, English in Advertising, chapter 6
• To advertise a product means to make a choice in terms of:
• vocabulary • syntax
Products (2): Vocabulary Leech, English in Advertising, chapter 6
• Adjectives are much more used than substantives.
• Why? – Substantive are usually very concrete– Adjectives can be highly informative– Adjectives can be evaluative => associate the product
to feelings => product added-value
• There are homogeneous set of adjectives for each class of products
Products (3): vocabulary – adj. Leech, English in Advertising, chapter 6
• Example of the most common used adj.s in woman’s clothing:
New – Good – Soft – Warm – Free – Full – Lovely – Wonderful – Easy – Light – High – Perfect – Smooth – Luxurious – Slim – Smart – Fashionable – Practical – Washable
Products (4): Syntax Leech, English in Advertising, chapter 6
• High frequency of minor sentences– (“when still warm, it is good”)
• They are used – to emphasise illustrations and headlines – to capture the imaginative appeal of the product.
• They describe in an impressionistic way the qualities of the product.
• The text is thus emotionally descriptive
Media Leech, English in Advertising, chapter 6
• We have different types of media:
– TV commercials– Radio commercials– Printed advertising– (E)Mail
Layout of print advertising
• Headline/Hook• Subhead
• Caption Body-text• Copy copy
copy • Signature• Slogan/slogo
Visual
Audiences Leech, English in Advertising, chapter 6
• We have different types of language according to
– AGE– SEX– SOCIAL STATUS– GEOGRAPHICAL AREA.
Audiences
Aims Leech, English in Advertising, chapter 6
• Advertising may promote
– a product – a service (bank, insurance) – a commercial enterprise – the so-called
‘prestige’ advertising
Aims (2)
PRESTIGE ADVERTISING• Environment Introduction
Toyota cares of its environment• Toyota in Europe has a clear vision for the future, a
growing market share, rapidly expanding manufacturing operations, an exciting range of vehicles - with state-of-the-art engines - and a proven track record of customer satisfaction. However, our success in Europe does not affect the attention we pay to the impact that our activities - and vehicles - have on the environment and we are strongly committed to reduce constantly these impacts over the time.
• (http://www.toyota-europe.com/environment/)
Prestige Ad (2)
• clear vision for the future• growing market share
• expanding manufacturing operations• a proven track record of customer
• our success in Europe
• The words (taken from the Toyota advertisement) are not only eulogistic in themselves but have strong positive connotations
Aims
• The way we structure information also depends on the aim of our discourse.
• Information => meaning is structured as a genre
• A genre is a communicative event defined by the participants, the topic and the type of register used.
AIMS OF DISCOURSE
• There exist four main aims of discourse:
• Expressive Literary• Conversation Novel• Letters Short story• Diaries Drama• Blog texts Poetry
• Referential Persuasive• Exploratory Advertising• Scientific Political speech• Informative Religious sermons
PERSUASIVE DISCOURSE
• Persuasive discourse can be reached with the following:
the ethical argument (testimonials) the pathetic argument (emotions) the logical argument (deductions)