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Language in advertising



Here is a basic presentation about the use of linguistic devices in ads. We begin with a general introduction to ads and finish with an easy project for our students.

Here is a basic presentation about the use of linguistic devices in ads. We begin with a general introduction to ads and finish with an easy project for our students.



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    Language in advertising Language in advertising Presentation Transcript

    • Project “ Language in Advertising“ José Antonio Alcalde
    • What is advertising? “ It is a form of communicationWikipedia: for marketing and used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action”.That action is usually BUYING a product or service!
    • OriginsAds were born when there was a real need for bigger markets and audiences.Ads came with mass production of articles and goods.
    • Types of ads* Direct action: We have very clear information about the product (characteristics and features).* Indirect action: Now the information is very subtle and subjective, appealing more to our desires, dreams, wishes...
    • Direct advertising
    • Indirect advertising
    • Who creates ads?An ad is no simple thing. There is usually a big team working on it. Some constraints they consider:* Advertisers needs* Market research* Media to be used* Target audience* Most suitable techniques
    • LogosToday logos are very important as they quickly identify visually a company or product. This is so because our visual memory is really good.Logos have to be simple and attractive at the same time.
    • Images in adsNowadays image is key in ads and commercials. Everything is carefully studied for the right effect (light, angle, colour, symbolism …).
    • Language in adsAt first ads had a lot of text and very few images. Today is exactly the opposite: text is kept to the minimum but it is still very important!! Compare the two following ads to see the differences
    • Compare...
    • Brand namesPerhaps the product / company name is the most important part of the campaign because a name identifies, defines, associates... Sometimes acronyms are used (C&A, H&M, IBM, BMW...).On occasions we can use linguistic elements from different languages to suggest aspects like:- Latin: prestige, classicism, power...- Frech: high life, glamour, romance, cooking...- English: international, modernity, innovation...- Italian: fashion, trend, cooking...- Made-up: absurdity, fun...
    • SlogansWikipedia: “A slogan is a memorable motto or phrase used in a political, commercial, religious, and other context as an expression of an idea or purpose”.
    • SlogansSlogans are catchy phrases that give some extra information about the product. They should be easy to remember. In this sense they are similar to sayings and proverbs.When creating a slogan it is frequent to use poetic techniques like symbolism, allusion, hyperbole, paradox, repetition, rhyme...The ideal slogan is short (between 3-5 words).Their power is so strong that many times they can stay with us longer than the products they were associated to.
    • Famous slogans“Have a break, have a Kit Kat” - Kit Kat“Open Happiness” - Coca Cola 2009“Your potential. Our passion” - Microsoft“Everything We Do is Driven By You” - Ford“The power of Dreams” - Honda“Float like a Butterfly, Sting like a Bee, 1/2 thecalories, all the G
” - G
atorade“Never Follow”-Audi“It’s all in the mix”- Twix“Think Different” - Apple“Red Bull gives you wings” - Red Bull
    • Advertising languageSome features:* Predominance of simple sentences* Abuse of adjectives (especially superlatives)* Use of poetic techniques* Originality* Suggestive tone* Shocking elements too* Word plays on idiomas, sayins, well-known phrases...
    • Final projectCreate your advertising campaign:- Think of a new product or service- Create a fictional name- Design the right logo for it- Create the right slogan for your ad- Design your ad with all these elements and choose the right images, colours, fonts, promotions, offers...
    • More informationAdvertising in WikipediaHistory of advertisingThe language of advertisingHow to create a great sloganThink slogansHow to create a logo
    • Language inAdvertising José Antonio Alcalde