This document discusses the linguistic elements used in advertising, including images, copy, logos, language, and typography. It analyzes the grammar techniques employed, such as imperatives, verb tenses, pronouns, and metaphorical language. Examples are provided of ads that use imperatives like "Don't let a good looks fool y," pronoun phrases like "After all it's only the world's," and metaphors like "Not the world's most beautiful Car." Typography elements like shape, color, size, and layout are also discussed.

1. THE LANGUAGE OF
ADVERTISING
TEXT
LINGUISTICS
2015 Group
Jimenez, Gabriela
Jimenez, Patricio
Soria, Javier

2. Advertiser
Target Audience
Function
Selling Technique

3. ImagesColour
Copy
Logo
Stereotypes
Language
Background
Size
Fonts
Colours
Perspective

4. Grammar
Imperatives:
“Don´t let a good looks fool y
Verb Tense:
“Will it spoil…?”
Pronouns:
“After all it´s only the world´s
Sentences Structures:
“Our Beauty”
Metaphorical Language:
“Not the world´s most beautif
Car”
Typography:
Shape
Colour
Size
Layout

5. Advertiser
Target Audience
Selling Technique
Function

6. Images
Colour
Size
Copy
Copy
Logo
Slogan
Language - Tone
Background
Size
Fonts
Colour
Perspective

7. Typography
Shape
Colour
Size
Layout
Grammar Imperatives:
“When you choose a VW Polo…”
Verb Tense:
“…engineering won´t be the only…?”
Pronouns:
“Consider this…”
Metaphorical Language:
“only thing that brings you a smile…”
Modifiers:
“Smarter choice”
“Nearest VW dealer”
Rethorical devices:
“Which benefits suit you b

8. Javier
Gabriela
Patricio