APPEALS AND TYPE OF ADVERTISING

Appeals and Type of Advertising(Leech, English in Advertising, chapter 6)

• The particular appeal (and therefore the particular type of advertisement) to use depends on the following :

1. products2. media3. audiences 4. aims

PRODUCTS Leech, English in Advertising, chapter 6

• To advertise a product means to make a choice in terms of:

• vocabulary • syntax

Products (2): Vocabulary Leech, English in Advertising, chapter 6

• Adjectives are much more used than substantives.

• Why? – Substantive are usually very concrete– Adjectives can be highly informative– Adjectives can be evaluative => associate the product

to feelings => product added-value

• There are homogeneous set of adjectives for each class of products

Products (3): vocabulary – adj. Leech, English in Advertising, chapter 6

• Example of the most common used adj.s in woman’s clothing:

New – Good – Soft – Warm – Free – Full – Lovely – Wonderful – Easy – Light – High – Perfect – Smooth – Luxurious – Slim – Smart – Fashionable – Practical – Washable

Products (4): Syntax Leech, English in Advertising, chapter 6

• High frequency of minor sentences– (“when still warm, it is good”)

• They are used – to emphasise illustrations and headlines – to capture the imaginative appeal of the product.

• They describe in an impressionistic way the qualities of the product.

• The text is thus emotionally descriptive

Media Leech, English in Advertising, chapter 6

• We have different types of media:

– TV commercials– Radio commercials– Printed advertising– (E)Mail

Layout of print advertising

• Headline/Hook• Subhead

• Caption Body-text• Copy copy

copy • Signature• Slogan/slogo

Visual

Audiences Leech, English in Advertising, chapter 6

• We have different types of language according to

– AGE– SEX– SOCIAL STATUS– GEOGRAPHICAL AREA.

Audiences

Aims Leech, English in Advertising, chapter 6

• Advertising may promote

– a product – a service (bank, insurance) – a commercial enterprise – the so-called

‘prestige’ advertising

Aims (2)

PRESTIGE ADVERTISING• Environment Introduction

Toyota cares of its environment• Toyota in Europe has a clear vision for the future, a

growing market share, rapidly expanding manufacturing operations, an exciting range of vehicles - with state-of-the-art engines - and a proven track record of customer satisfaction. However, our success in Europe does not affect the attention we pay to the impact that our activities - and vehicles - have on the environment and we are strongly committed to reduce constantly these impacts over the time.

• (http://www.toyota-europe.com/environment/)

Prestige Ad (2)

• clear vision for the future• growing market share

• expanding manufacturing operations• a proven track record of customer

• our success in Europe

• The words (taken from the Toyota advertisement) are not only eulogistic in themselves but have strong positive connotations

Aims

• The way we structure information also depends on the aim of our discourse.

• Information => meaning is structured as a genre

• A genre is a communicative event defined by the participants, the topic and the type of register used.

AIMS OF DISCOURSE

• There exist four main aims of discourse:

• Expressive Literary• Conversation Novel• Letters Short story• Diaries Drama• Blog texts Poetry

• Referential Persuasive• Exploratory Advertising• Scientific Political speech• Informative Religious sermons

PERSUASIVE DISCOURSE

• Persuasive discourse can be reached with the following:

the ethical argument (testimonials) the pathetic argument (emotions) the logical argument (deductions)