pragmatics in advertisements slogans, taglines, and campaign ppt
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PRAGMATICS INALCOHOLIC DRINKSADVERTISEMENTS
: Slogans
:Taglines
:Campaign
INTRODUCTION
Psychology of Advertising• Psychology - Inform
- Persuade
• Advertising - Influence
Pragmatics of Advertisements• Decoding process beyond the frame • Using pragmatics to sell the goods or services
(Analysis of Advertisements: Sagar Tandon, 2014)
SLOGANS/TAGLINES:CHARACTERISTICS
Slogan• A memorable phrase expressing an idea, purpose or claim.
(Core, 2008)• Slogans differ from body text because they appear alone while body text in
an idea is like any running text.
(Fuertes-Olivera et al., 2001)
Tagline• A phrase that visually conveys the most important product attribute or
benefit that the advertiser wishes to convey. Generally, a theme to a campaign.
(Laura, 2010)
(
PRAGMATICS COMPOSITION IN SLOGANS/TAGLINES
Presuppositions
Emotional appeals
Context “Implicatures”Intertexuality
Deixis
Fuzziness
(Sagar Tandon, 2014)
ALCOHOLIC DRINK CATEGORIES
Beer
Rum
Tequila
Vodka
BEER
RUM
TEQUILA
CAMPAIGN:CHARACTERISTICS
Public Communication Campaign• The media messaging as an organized set of
communication activities to generate specific outcomes in a large number of individuals and in a specified period of time.
(Roger & Storey, 1987)
Media Campaign • A variety of multifaceted in highly planned and
strategically assembled as media symphonies designed to increase awareness, inform, or change behavior in target audiences.
(Brian, 2000)
(
CAMPAIGN:CHARACTERISTICS (CONT. )
Advertisement Campaign• An advertising is typically broadcast through several
media channels.• It may focuses on a common theme and one or few
brands or products, or be directed at a particular segment of the population,
• Successful advertising campaigns achieve far more than the isolated advertising, and may last from a few weeks and months to years.
• A coordinated series of linked advertisements with a single idea or theme.
(Business Dictionary.com, 2014)
VODKA
THE STORE: AT T E N T I O N I N G
1: Just before the party, having fun! Oh my gods! Here, we have to get this
one. It's made only from potatoes that looks like famous people faces.
Maybe this
one for you.
2: Our friendship is over.
1: What's this one claim to famous?
2: It's just really good vodka.
1: Looks done and done. It's done to get the vodka.
2: Okay.
Time Place
Person
Perceptual (demonstr.
adj.)
Discourse (Marked theme)
Perceptual (demonstr.
adj.)
Perceptual (demonstr.
adj.)
Person Assertive
Act
TO GET READY: B R A N D I N G
1: Welcome…
2: What are you doing?
1: I make the VIP area! So, the ball, its can ball. You know!
3: So, do you guys think the music like?
2: Oh ! Ahh...
1: Woo Hoo!... I think I got this. Basically, the music should sound like...European disco
and
a well House in a Laundromat...just....Real world sky mall...Ouuu! Ping! Can I should
bring
a drink voucher? Well, Michelle's birthday? Wax on... Wax off... Wax on... Swip the leg.
Do it!
2+3: So, anyway ah..., sure ! I just...She's in email.
Perceptual (demonstr.
adj.)
Directive Act
Discourse (Linked word)
Person
Person
Person
Person
Person
THE BOUNCER: I N T E N T I O N I N G
2: What is happening here?
1: Oh! I got a bouncer. Bouncing!
2: Oh! In that case...here is...my guest list.
(Guest list: EVERYBODY)
3: Okay! Ladies, gentlemen, models. Okay,
Beard ...go!
Ilocution Act
Directive Act
Discourse (Linked phrase)
Place
Person
THE MIXOLOGIST: I N F O R M I N G
1: May I have a deconstructed martini?
3: Fantastic!
2: I exactly just want a deconstructed the martini.
3: First, we started with the sensual. Of course, the Smirnoff and
ice. You know what martini is a part of model. I like to really cure by
my herb. Nope. You actually should to have the permit to operate
one of these, but I don't. You cannot really shake it like this if you
shock without its well balance with this Smirnoff. But you're not like
it whether the rest's so sophisticated. And....Voila! I went a seven
years to school for that in Stockholm.
Person
Person
Person
Person
Person
Discourse (Linked word) Discourse
:Linked word :Marked
theme
Discourse (Linked word)
Discourse :Linked word:Marked theme:Linked word
Perceptual (demonstr.
adj.)
Perceptual (demonstr.
adj.)
Perceptual (demonstr.
adj.)
THE VIP AREA: D E S I R I G
1: Hey ! Let's get into the VIP area.
2: What are we doing in here?
1: we're VIPing, bottle service!
2: No, the bottle service is out here too. And people are having
conversations...and smiling
1: I gotta go!
3: This.. you can't be.
4: This DJ's …it’s amazing. It's well like Maggio birthday upon here.
Person
Place
Perceptual (demonstr.
pron.)
Perceptual (demonstr.
adj.)
Discourse (Linked word)
THE DAY AFTER: A C T I O N I N G
2: I gotta say that was a great party.
1: Totally!
3: Who made this? It's billion.
2: Hey! That's my robe.
3: Fool time's a little bit unforgetting, considerate to
invest to get into the bed sleep sake.
1: He's got a point.
Person
Person
Perceptual (demonstr.
adj.)
Ilocution Act
Discourse (Marked theme)
Discourse (Marked theme)
-------FIN-------
DISCUSSION&
QUESTIONS
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