Peter Cigrovski, MA
Celje, September 2010
Advertising as a Form of
Communication
Contents and hypotheses
Contents
communication model of advertising
communication functions of advertising
typology of advertising strategies
Hypotheses
advertising communication model differs from
that of oral face-to-face communication
communication functions primarily affected
by its function to attract/appeal to the audience
Communication model of advertising
Based on Jakobson's (1966) and Leech's
communication models (1996)
Leech (1966), Vestergaard and Schrøder
(1985) claim that the nature of the advertising
language is heavily influenced by its public role
Communication model of advertising
– features
sender = group of people (inter-group
communication)
appropriate code (encoding which takes into
account recipient‘s cultural/linguistic background)
recipient = group of people
(their code, cultural background)
3 types of interaction: inter-group,
ideational, textual
Feedback = consumption
Communication model of advertising
Communication functions of
advertising
In a corpus of 300-odd ads, the following
communication functions have been identified:
Function Aim
emotive to evoke particular emotions/feelings in the recipient
conative to address the recipient
phatic to prolong the communication process (text and picture)
metalinguistic to identify the adequacy of the code used
poetic to attract the recipient‘s attention through the use of poetic elements
referential to (re)present, name and describe the advertised
Emotive function aim example
product/manufacturer
praise
The Best a Man can Get. (Gillette)
Toshiba. Leading Innovation. (Toshiba)
tradition and
experience
More than 250 years of uninterrupted history… (Vacheron
Constantin)
repetition of a brand
name
--
producer’s
achievements
Jacob's Creek Three Vines is refreshingly different…. (Jacob’s
Creek)
company’s (fictitious)
experts
Professor Anne-Marie Brantano (1959- ) is the world authority
on the psychological relationship between women and shoes…
(Brantano)
manufacturing
procedure
By operating its own exclusive foundry, Rolex is able to create
new and unique alloys…(Rolex)
product excellence From the Mountains of Montana… comes a collection like no
other. (Bozeman Watch)
Russian No. 1 Premium Vodka (Russian Standard Vodka)
adj.: gorgeous, brilliant, fabulous
Conative function aim example
addressing societal
norms, expectations,
values, ideals
Supercharged results. Faster weight loss. The diet and fitness
program that will change your life! (Rodale)
recipient as
connoisseurs For those who know what to look for. (Johnnie Walker)
division of recipients
into groups Dear Ketel One Drinker. (Ketel One) / Girls – get a cheaper
insurance from Sheilas' wheels. (Sheilas' Wheels) / For the
image obsessed. (Sony)
promises of
achieving a goal Life insurance designed to improve your life. No, really. (Aviva)
escapism --
advice on how to
achieve an aim Now swirl, sweep and blend the rules to create any look you
desire, from sophisticated to sexy and everything in between.
(Max Factor)
identification of
certain needs --
Advertising strategies
Aim:
to persuade and to place in a particular
context
to (in)directly emphasize rational-argumentative
and/or emotive aspects of the advertised
Reference-based typology:
product-centred
sender-centred
recipient-centred
Product-centred strategies
Objective representation of the advertised
Portrayal of an ideal situation
Positive characterization of the advertised
Placing the advertised in an unknown environment
Erotic elements
Promises of success and happiness
Providing advice
Sender-centred strategies
advertiser's self-praise
celebrities' quotations
Consumer-centred strategies
direct address: mood (the imperative),
personal pronouns (you)
use of rhetorical devices
Conclusion
Communication model of advertising:
one-way information flow
indirect inter-group transaction via medium
no verbal feedback (feedback = consumption)
Communication functions overlap; those
aimed at the recipient exhibit great variety
Advertising strategy: texts directed at the
advertised
Literature cited
Jakobson, Roman, 1996: Lingvistični in drugi spisi. Ljubljana: ISH.
Leech, Geoffrey, 1996: Principles of Pragmatics. New York: Longman.
Leech, Geoffrey, 1966. Standard Advertising English. Leech, Geoffrey. English in
Advertising. A Linguistic Study of Advertising in Great Britain. London: Longmans.
105-165.
Vestergaard, T. in Schørder K., 1985: Strategies of Address: Sex and Class.Vest
ergaard, T. in Schørder K. The Language of Advertising. Oxford: Basil Blackwell.
71-110.
Rein, David P., 1982: The Consumer. Rein, David P. The Language of advertising
and merchandising in English. New York: RPC. 11-24.
Thank you for your
attention!