Language in advertising


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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

  1. 1. Project “ Language in Advertising“ José Antonio Alcalde
  2. 2. 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!
  3. 3. OriginsAds were born when there was a real need for bigger markets and audiences.Ads came with mass production of articles and goods.
  4. 4. 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...
  5. 5. Direct advertising
  6. 6. Indirect advertising
  7. 7. 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
  8. 8. 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.
  9. 9. Images in adsNowadays image is key in ads and commercials. Everything is carefully studied for the right effect (light, angle, colour, symbolism …).
  10. 10. 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
  11. 11. Compare...
  12. 12. 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...
  13. 13. 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”.
  14. 14. 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.
  15. 15. 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
  16. 16. 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...
  17. 17. 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...
  18. 18. More informationAdvertising in WikipediaHistory of advertisingThe language of advertisingHow to create a great sloganThink slogansHow to create a logo
  19. 19. Language inAdvertising José Antonio Alcalde