Download - Language and Advertising - 2013
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Language and Advertising: Week 9 By: Julia, Iman, Stephanie, and Jamie
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Agenda! ‘Demand a Plan’ Campaign Videos Julia
Reason Advertising Iman
Direct Address Stephanie
Parallelism Jamie
Repetition Advertisements Quiz Q&A Period
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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=64G5FfG2Xpg
http://www.youtube.com/watch?v=2FyuR9AWvn4
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Reason AdvertisingDefinition “Those which suggest a motive or
reason for purchase” (Simpsons & Mayr, 35)
Reason Advertising
Casual Conditional
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Casual and ConditionalCasual “So...” “Then...” “That’s why...”Conditional Positive use = “If...then...” Negative use = “otherwise...” , “if not...”
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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
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Direct AddressDefinition “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?”
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Direct Address and 'Demand a Plan' Directed to Americans "You, demand it!" Eye contact
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Parallel Structure
”Ask not what your country can do for you, Ask what you can do for your country.”
-John F. Kennedy (1961)
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Parallel Structure The repeated use of similar grammatical
structures.” (Simpsons & Mayr, 92)
ExampleNot Parallel Joe likes to walk, running and swimming. Parallel Joe likes walking, running and swimming.
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Benefits of Parallel Structure Increase understanding
Indicate that different ideas can have the same level of importance
Increases clarity
Increases readability
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Using Parallel Structure Coordinating conjunctions
Correlative conjunctions
Phrases or clauses of comparison
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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.
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Examples!Not Parallel 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.
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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.
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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
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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.
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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.
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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
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RepetitionDefinition “Repetition through synonyms or near-
synonyms and parallelism” (Simpsons & Mayr, 93)
Example “bland, lifeless” OR “tanner, tanning”
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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”
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Guess which concept applies to each advertisement!
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Ad #1 – Canadian Cancer Society
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Answer: Reason Advertising!!
“Just two things you can do to reduce your cancer risk”
Provides reasoning Eat squash Play squash
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Ad #2 – Uncle Sam
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Answer: Direct Address Eye contact
Blunt use of “you”
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Ad #3 – Covergirl
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Answer: Parallel Structure Grammatical structure
“want it all, ...have it all”
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Ad #4 – Aveda
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Answer: Repetition “Thicker, fuller
hair”
Thicker and fuller are synonyms
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References "Parallel Structure." Writing Centre . N.p., n.d. Web. 1
Dec. 2013. http://www.evergreen.edu/writingcenter/handouts/grammar/parallel.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/.
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