The following is a PowerPoint presentation that highlight the language techniques used in Advertising.

1. Language and
Advertising:
Week 9
By: Julia, Iman, Stephanie,
and Jamie

2. Agenda!
 ‘Demand a Plan’ Campaign Videos
 Julia
 Reason Advertising
 Iman
 Direct Address
 Stephanie
 Parallelism
 Jamie
 Repetition
 Advertisements Quiz
 Q&A Period
Language and Advertising

3. Language and Advertising
Demand a Plan Campaign
 Created in 2012 following the Sandy
Hook School shooting
 Encourages American citizens to
work to make American communities
safer by “keeping illegal guns out of
dangerous hands”
 http://www.youtube.com/watch?v=64
G5FfG2Xpg
 http://www.youtube.com/watch?v=2Fy
uR9AWvn4

4. Language and Advertising
Reason Advertising
Definition
 “Those which suggest a motive or reason for
purchase” (Simpsons & Mayr, 35)
Reason
Advertising
Casual Conditional

5. Language and Advertising
Casual and Conditional
Casual
 “So...”
 “Then...”
 “That’s why...”
Conditional
 Positive use = “If...then...”
 Negative use = “otherwise...” , “if not...”

6. Language and Advertising
Reason Advertising and ‘Demand
a Plan’
 The campaign reflects reason advertising
 Used both conditional and casual reasoning
 “How many more?...that’s why you must
demand a plan”  Casual Reasoning
 “If you do not take action then these tragedies
will continue”  Conditional Reasoning

7. Direct Address
Definition
Language and Advertising
 “Seeks to address the reader or viewer
personally with you in order to transcend its
nature as a mass medium”
(Simpsons & Mayr, 91)
Example
 “Does your skin look bland and lifeless?”

8. Direct Address and 'Demand a
Plan'
 Directed to Americans
 "You, demand it!"
 Eye contact
Language and Advertising

9. Language and Advertising
Parallel Structure
 ”Ask not what your country can do for you,
Ask what you can do for your country.”
-John F. Kennedy (1961)

10. Language and Advertising
Parallel Structure
 The repeated use of similar grammatical
structures.” (Simpsons & Mayr, 92)
Example
Not Parallel
 Joe likes to walk, running and swimming.
Parallel
 Joe likes walking, running and swimming.

11. Benefits of Parallel Structure
 Increase understanding
 Indicate that different ideas can have the
same level of importance
 Increases clarity
 Increases readability
Language and Advertising

12. Language and Advertising
Using Parallel Structure
 Coordinating conjunctions
 Correlative conjunctions
 Phrases or clauses of comparison

13. Language and Advertising
Coordinating Conjunctions
 Using conjunctions such as for, and, nor, but,
or, yet or so in order to connect two or more
clauses to create a parallel structure.

14. Examples!
Not Parallel
Language and Advertising
 My friend wanted me to go dancing and to a
show.
Parallel
 My friend wanted me to go to a dance and to
a show.

15. Language and Advertising
Correlative Conjunctions
 Using conjunctions such as not only... but
also, either....or, neither.... nor, and if...then,
in order to connect two or more clauses to
create a parallel structure.

16. Language and Advertising
Correlative Conjunctions
Not Parallel
 My cat not only likes to play with toys, but also
eats food
Parallel
 My cat not only likes to play with toys, but also
likes to eat food

17. Language and Advertising
Phrases or clauses of
comparison
 when you create a parallel structure by using
words of comparison such as than or as in
order to connect two clauses or phrases.

18. Language and Advertising
Phrases or clauses of
comparison
Not Parallel
 Fred would rather pay for his education than
financial aid.
Parallel
 Fred would rather pay for his education than
receive financial aid.

19. Language and Advertising
Parallel Structures and “Demand
a Plan”
 ”Demand a plan right now, as a mom, as a
dad, as a Friend....”
 Its not too soon, its too late

20. Repetition
Definition
Language and Advertising
 “Repetition through synonyms or near-synonyms
and parallelism”
(Simpsons & Mayr, 93)
Example
 “bland, lifeless” OR “tanner, tanning”

21. Repetition and “Demand a Plan”
 “As a mom, as a dad, as daughter, as a
husband, as a wife”
 “As an American”
 “Demand a plan”
Language and Advertising

22. Language and Advertising
Guess which concept
applies to each
advertisement!

23. Ad #1 – Canadian Cancer
Society
Language and Advertising

24. Language and Advertising
Answer:
Reason Advertising!!
 “Just two things you can do to
reduce your cancer risk”
 Provides reasoning
 Eat squash
 Play squash

25. Language and Advertising
Ad #2 – Uncle Sam

26. Answer: Direct Address
 Eye contact
 Blunt use of “you”
Language and Advertising

27. Language and Advertising
Ad #3 – Covergirl

28. Answer: Parallel Structure
 Grammatical structure
 “want it all, ...have it all”
Language and Advertising

29. Ad #4 – Aveda
Language and Advertising

30. Answer: Repetition
 “Thicker, fuller
hair”
 Thicker and fuller
are synonyms
Language and Advertising

31. References
Language and Advertising
 "Parallel Structure." Writing Centre . N.p., n.d. Web. 1 Dec.
2013.
http://www.evergreen.edu/writingcenter/handouts/grammar/par
allel.pdf.
 "Parallel Structure Examples." Parallel Structure Examples.
N.p., n.d. Web. 1 Dec. 2013.
http://examples.yourdictionary.com/examples/parallel-structure-examples.
html.
 Simpson, P., & Mayr, A. (2010). Language and Power (pp. 31-
93). New York, NY: Routledge.
 "Using Parallelism ." New Charter University . N.p., n.d. Web. 1
Dec. 2013. https://new.edu/resources/using-parallelism.
 "Welcome to the Purdue OWL." Purdue OWL: Parallel
Structure. N.p., n.d. Web. 29 Nov. 2013.
https://owl.english.purdue.edu/owl/resource/623/1/.