english in the media: advertising techniques
DESCRIPTION
Unit 2 of PBI1052 English in the Media on Advertising Techniques. It contains the literary devices and language features. This couTRANSCRIPT
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PBI 1052 English in the MediaUnit 2b: Advertisements
Instructor: Mr. Chuah Kee Man
Email: [email protected]
Centre for Language Studies, Universiti Malaysia Sarawak
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In this unit, we will learn:
the functions of advertisements
the basic principles of
advertising language
the language of advertisements
the specific techniques that may
be employed to convince
consumers
Unit Overview
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Let’s Refresh Your Memory!
(Source:
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We learned parts of an advertisement
Headlines/Big Titles
Body Copy (Short descriptions)
Brand name (product/service name)
Slogan/Taglines
Images/Photos
In the last class….
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We also learned 4 Advertising Techniques
1. Seductive/Persuasive Language
2. Satisfaction of Needs
3. Endorsements
4. Inaccurate Information of a Product
In the last class….
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According to Lund (1947), there are five
principles of advertising language:
1. Attract attention (get your attention)
2. Arouse interest (make you feel interested)
3. Stimulate desire (make you want to buy/try)
4. Create conviction (get your opinion)
5. Get action (make you do something or buy it)
Extra bit…
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Part 1 – Language Features
(Source:
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Adjectives
Pronouns
Technical/scientific sounding words
Negative words
Inclusive words
Interrogative sentences
Imperative sentences
Advertising Language Features
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Adjectives
to highlight the benefits of the
products.
Example:
–Stronger and younger
–Sleek and elegant
–Powerful, fast, efficient
–New, good, fresh, cheap
Advertising Language Features
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Pronouns
to refer to the readers, users or the
product.
Example:
–You will never regret
–We make your dream come true.
Advertising Language Features
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Scientific-sounding words
to “cheat”the customers to believe
using “scientific” words
Example:
–Contains Probiotics to improve your
immunity
– Vitamin B-enriched yogurt for your tummy.
– Elasti-color for your lips!
Advertising Language Features
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Negative words (no, don’t, never)
to show the effects or benefits
Example:
–No more stubborn stains
–Never miss a phone call again!
–Don’t worry, we make your dream come
true.
Advertising Language Features
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Inclusive words (all, always, everyone)
to indicate the product is accepted by
everyone or it is very effective.
Example:
–Always a smarter choice.
–A laptop that does it all.
Advertising Language Features
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Interrogative sentences
to give request or ask questions (just
to let people know they are lacking of
something)
Example:
–Do you feel tired after work?
– Is your life protected?
Advertising Language Features
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Imperative sentences
to give command/instructions just to
make you feel you need something.
Example:
–Be healthy, change your diet today!
–Stop worrying about your study.
Advertising Language Features
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Part 2 – Literary Devices
(Source:
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Pun
Alliteration
Metaphor
Simile
Personification
Euphemism
Parallelism
Repetition
Literary Devices in Ads
These devices are used to
make the words more
attractive or sounds better.
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Pun
Use of a word that has two meanings or words
with same sound but different meaning in an
amusing way.
Examples:
– It’s love at first swipe
( try to play with it’s love at first sight)
– Give your business a sharp edge
(Sharp edge = usually for knife)
Literary Devices in Ads
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Alliteration
Use of words that begins with the same sound.
Examples:
– Smooth and Silky
– Sensuously smooth, Gloriously golden
Literary Devices in Ads
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Metaphor
compares two different things by speaking of
one item of the other (usually comparing humans
with objects)
Examples:
– My wife is a good vacuum.
– You are the traveler. Your investments are the
terrain. We are the map.
Literary Devices in Ads
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Simile
comparison between two different things using
‘like’ or ‘as’.
Examples:
– Smooth as silk
– He is as big as an elephant
Literary Devices in Ads
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Personification
Giving things/objects human attributes or
behaviour.
Examples:
– Kleenex says bless you.
– The snack that smiles back.
Literary Devices in Ads
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Euphemism
words or expressions which are neutral or
positive and used in place of negative words or
expressions.
Examples:
– We know you are both gourmet and weight
watcher. (not using fat)
– We brighten up your tanned skin. (not using
dark skin)
Literary Devices in Ads
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Parallelism
some parts of a sentence is expressed similarly
(same structure but different words/phrases)
Examples:
– Tough on plague, easy on teeth.
– Stand up, Voice up!
Literary Devices in Ads
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Repetition
Repeating the same exact words/phrases to add
emphasis or get attention.
Examples:
– Yes, we can do this. Yes, we can achieve this.
– No worries, no worries.
Literary Devices in Ads
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1. Analyse an advertisement for its
parts, techniques and language.
2. Come up with an advertisement for
a product/service that you want to .
Assignment 1 (Pair work)
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Questions?Don’t forget to participate online! It counts!