Diapositiva 1

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ADVERTISING
The language of Advertising
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Why advertising?

• Just do it
• No Martini No party
• Think different

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Communicative channels

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

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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.

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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.

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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

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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.

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The elements of the MESSAGE

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

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From Rhetoric

• Metaphor
• Metonymy
• Puns
• Repetition
• Assonance
• Alliteration

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Consequences

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

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Connotation

• names of perfumes.

Escape
Boss
Allure
Guess
Obsession
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What do these names suggest?
Opium
Poison
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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

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How communication is structured

• A Text can be
• Descriptive
• Appealing

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Rule

• AIDA
• Attention
• Interest
• Desire
• Action

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Tools

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

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Continue

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

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Verbs

• Imperatives
• Buy now, pay later
• Think different
• Have a coke and smile

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Neologisms

• Be Cointreauversial