APPEALS AND TYPE OF ADVERTISING Appeals and Type

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. 2. 3. 4. products media audiences 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 l a u s • Headline/Hook • Subhead • Caption Body-text • i V Copy copy • Signature • Slogan/slogo

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 • Referential Persuasive • • Conversation Letters Diaries Blog texts • Exploratory • Scientific • Informative Novel Short story Drama Poetry Advertising Political speech Religious sermons

PERSUASIVE DISCOURSE • Persuasive discourse can be reached with the following: � the ethical argument (testimonials) � the pathetic argument (emotions) � the logical argument (deductions)