The idea that speakers and writers choose their words, their grammar and the sequencing of their ideas needs to be qualified in a number of important ways.
-Hilary Janx, (2010) p.65
-Hilary Janx, (2010) p.65
Structures and Features of Language
Definitions and Examples in advertising:
Humor – softens us up for the soft sell.
An example of humor in advertising:
Although this print advertisement may have been a bit too tasteless for some, we love how Ecuador advertising agency BBA applied playful imagery to a sore subject (a specialist treatment for hemorrhoids). The 3D rendering was brilliant, with everything from the colour to the shading popping out of the page.
Poetic, Glamorised or Euphemistic Language – They ransack the language for words and phrases and plagiarise poetry unashamedly. They choose glossy, glamorous flowing language that lulls or hypnotises you, dulling your intellect. Sound effects: alliteration, assonance and rhyme and rhythm
An example of poetic language:
The use of short clauses - In advertising phrases need to be short, concise and have some "oomph". Short claauses are common (subject, verb, object). "Oh, what a feeling, Toyota"
An example of short clause:
Text type- fonts and text type can say a lot about the message of the ad. The use of handwriting can personalise the message.
An example of text type:
An example of text type:
Imperative Mood - The language urges, orders or commands you to act in an assertive aggressive enterprising manner.
An example of imperative mood:
An example of imperative mood:
Second Person - You are being addressed, targeted, made to feel special. You are induced to “treat/indulge yourself” because you deserve it – to arouse self-interest. They speak directly to the reader. (However, another technique is to be unique. Think of McDonald's "I'm lovin' it". This is First Person. This is not only a catchy jingle, but it personalises McDonald's message still further.)
An example of the use of the second person:
An example of the use of the second person:
Abuse of Language - Advertisers can be very dishonest in how they use language. Without resorting to outright lies, they attempt to make “gilt seem gold, the shoddy silk; to cheat us legally.”
An example of an abuse of language:
An example of an abuse of language:
Metonymy- the use of the name of one thing or attribute of something to represent something larger or related (for example, using the word ‘Crown’ to represent a monarch of a country; referring to a place for an event, as in ‘Chernobyl’ when referring to changed attitudes to nuclear power, or a time for an event, as in ‘9/11’ when referring to changed global relations). In this ad, a "ring" becomes synonyms with an engagement ring, and marriage. Think of Beyonce's song "If you like it then you should have put a ring on it".
An example of Metonymy:
Symbolism - gives freedom to add another layer of meaning to an ad: not just what is literally in the ad, but the symbolic meaning that is far more profound and powerful.
An example of symbolism:
An example of symbolism:
Myth - when an advertisement draws on a commonly known myth in order to strenghten their argument.
An example of myth:
An example of myth:
Emotive language – coloured and biased language with affected and associated meanings: new, free, wanted, sensational
Allegory - are typically used as literary devices or rhetorical devices that convey hidden meanings through symbolic figures, actions, imagery, and/or events, which together create the moral, spiritual, or political meaning the author wishes to convey. Although an allegory uses symbols, it is different from symbolism. An allegory is a complete narrative which involves characters, and events that stand for an abstract idea or an event. A symbol, on the other hand, is an object that stands for another object giving it a particular meaning. Unlike allegory, symbolism does not tell a story.
Abstract words - beauty, delicious, satisfying, they invest their products with significance or symbolism beyond themselves; aristocratic elegance, sportsmanship, good health or sexual attractiveness.
Catchy Phrases – language to arrest your attention; to lure you in, to seduce, to communicate instantly, briefly, concisely with impact.
Modality- An area of meaning having to do with possibility, probability, obligation and permission. Created by modals (may, might, could, will), adverbs (possibly, certainly).
Frequent use of Adjectives - a predominance of superlatives; best, freshest, cleanest, brightest, biggest, most real, special, crisp wonderful.
Repetition - easy to read, and help to fix the product in the receivers mind. Brand names are repeated ad nauseum as are catchy phrases and jingles.
Passive voice- The noun or noun phrase that would be the object of an active sentence (such as "Our troops defeated the enemy") appears as the subject of a sentence with passive voice.
Active voice- When the verb of a sentence is in the active voice, the subject is doing the acting, as in the sentence “Kevin hit the ball.” Kevin (the subject of the sentence) acts in relation to the ball.
Source:
http://neboliterature.mrkdevelopment.com.au/language/text-types/Language-of-Advertising.html
Allegory - are typically used as literary devices or rhetorical devices that convey hidden meanings through symbolic figures, actions, imagery, and/or events, which together create the moral, spiritual, or political meaning the author wishes to convey. Although an allegory uses symbols, it is different from symbolism. An allegory is a complete narrative which involves characters, and events that stand for an abstract idea or an event. A symbol, on the other hand, is an object that stands for another object giving it a particular meaning. Unlike allegory, symbolism does not tell a story.
Abstract words - beauty, delicious, satisfying, they invest their products with significance or symbolism beyond themselves; aristocratic elegance, sportsmanship, good health or sexual attractiveness.
Catchy Phrases – language to arrest your attention; to lure you in, to seduce, to communicate instantly, briefly, concisely with impact.
Modality- An area of meaning having to do with possibility, probability, obligation and permission. Created by modals (may, might, could, will), adverbs (possibly, certainly).
Frequent use of Adjectives - a predominance of superlatives; best, freshest, cleanest, brightest, biggest, most real, special, crisp wonderful.
Repetition - easy to read, and help to fix the product in the receivers mind. Brand names are repeated ad nauseum as are catchy phrases and jingles.
Passive voice- The noun or noun phrase that would be the object of an active sentence (such as "Our troops defeated the enemy") appears as the subject of a sentence with passive voice.
Active voice- When the verb of a sentence is in the active voice, the subject is doing the acting, as in the sentence “Kevin hit the ball.” Kevin (the subject of the sentence) acts in relation to the ball.
Source:
http://neboliterature.mrkdevelopment.com.au/language/text-types/Language-of-Advertising.html
Most Persuasive Words Used In Advertising
The all-time advertising legend, David Ogilvy, lists in his book, "Confessions of An Advertising Man," the most persuasive words that work wonders:
suddenly now announcing introducing improvement
amazing sensational remarkable revolutionary startling
miracle magic offer quick easy wanted
challenge compare bargain hurry
Persuasive Words Used In Advertising Likely to Catch The Attention of Children And Encourage Consumption
free remarkable offer hurry
new revolutionary quick advice to
suddenly startling easy the truth about
now miracle wanted last chance
announcing magic challenge it's here
introducing improvement compare just arrived
sensational amazing bargain important development
Source: Wells, William D. "Communicating with Children." Journal of Advertising Research 5 (June 1965): 2-14
Quoted in "Critical Listening/Reading of Advertisements" by Daniel Tutolo, Language Arts (NCTE), Volume 58, Number 6, September 1981, pg. 679-683
The all-time advertising legend, David Ogilvy, lists in his book, "Confessions of An Advertising Man," the most persuasive words that work wonders:
suddenly now announcing introducing improvement
amazing sensational remarkable revolutionary startling
miracle magic offer quick easy wanted
challenge compare bargain hurry
Persuasive Words Used In Advertising Likely to Catch The Attention of Children And Encourage Consumption
free remarkable offer hurry
new revolutionary quick advice to
suddenly startling easy the truth about
now miracle wanted last chance
announcing magic challenge it's here
introducing improvement compare just arrived
sensational amazing bargain important development
Source: Wells, William D. "Communicating with Children." Journal of Advertising Research 5 (June 1965): 2-14
Quoted in "Critical Listening/Reading of Advertisements" by Daniel Tutolo, Language Arts (NCTE), Volume 58, Number 6, September 1981, pg. 679-683