Perché un corso sul linguaggio della pubblicità?

Perché avete scelto il corso di Laurea in Lingua e

Comunicazione

Ma perché in inglese?

• In che senso?

You answer to this one!!!

The English language and Advertising

Visual content and design in advertising have

a very great impact on the consumer, but it is

language, and the combination of language

and images that help people to identify a

product and remember it.

The English language and Advertising

The use of English in advertising all over the world generally makes a positive impact on

the consumer.

ENGLISH IS AN ATTENTION GETTER

English is still the most frequently used linguistic means in advertising.

French attempt at fighting this primacy and hegemony (1994, Toubon law)

It is more easily understood and remembered by the world's audience, and its flexibility

helps enormously those operating in advertising.

• Advertisers test the limits of language use and interpretation

• Advertisers link words to images and narratives

• Advertisers are acutely aware of issues of context, and processes of interpretation

• Advertising is deeply embedded in our culture, so it can reveal in sharp relief assumptions what we might otherwise take for granted

GOOD ADVERTISING IS GOOD FOR BUSINESS

Consumers consider advertising as a source of information and entertainment.

Advertisers must provide creative and effective ads.

Consumers believe that advertising is an integral part of everyday culture: not only entertaining and informative, but REAL!!!

WHAT IS ADVERTISING

• Advertising is an example of language adapted to a well defined social purpose.

• Persuading people to buy a certain product or service.

How does ad work?(a)

M ark et R esearc h P ro d u ct D ev elo p m en t P ro m o tion

A d v ertis ing

How does ad work (b)?

• Market research – What product / what people (TARGET)

• Product development – What new product/what new needs

• Promotion

http://www.vintageadbrowser.com/leaflets-ads-1890s/5

Drink “provokes the desire but takes away the

performance” – William Shakespeare http://press.absolut.com/templates/ImageList____160.aspx?

category=ABSOLUT+CAMPAIGNS

Layout of print advertising

Headline/Hook

Subhead

Slogan

Visual

Caption

Body-text or copy

Copy copy copy

Signature

slogo/trademark

Definitions• Headline/Hook: large-print words at the top of the page.

• Subhead: optional addition to the headline

• Copy or Body Copy: main text

• Visual: illustration that makes a visual statement. 

• Caption: copy attached to the visual

• Trademark: distinctive word, phrase, logo, domain name, graphic symbol, slogan used to identify the product

• Signature/bottom line/logo: The company's trademarked version of it's name.

• Slogan: A memorable phrase

• Slogo: phrase used by a company throughout all its advertising

visual

headline caption

copy

Slogan/slogo

Logo/trademark

Signature

Headline

• The headline "hooks" the reader into reading more. Therefore, it should

• attract attention • characterize the product-specific benefit.

• It makes the consumer associate the product with an idea (i.e., a particular function, design or taste).

• It has to be eye-catching and designed with:• short sentences • scripts with bold and coloured letters. • puns and/or any other linguistic deviances

Subhead(s)

Subheads:

1. break down the ad copy into easily digestible segments.

2. capture the attention of those who quickly scan the copy to see if they're interested.

Body copy

• It has the task of raising confidence in the advertised product which is here introduced.

• Therefore, its language has to be precise, factual and explanatory as it:

• shows or demonstrates the benefits of the product• makes claims and proves those claims with facts and

figures• uses testimonials and success stories • reports recently researches about the product • compares its product• presents what makes that particular product or service

unique (USP, Unique Selling Proposition) • states the offer in no unspecific terms

http://www.google.it/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&docid=RNelItnLR2F-XM&tbnid=xkqVl49FiLpVIM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.kctcs.edu%2Fen%2FNews_and_Events%2FMarketing_and_Communications%2FBrandGuide%2FMarketing_Materials%2FPrint_Ads.aspx&ei=7HNJUqeQF4jItQasxIDgCg&bvm=bv.53217764,d.Yms&psig=AFQjCNHCahng7jhALlQAoKgc1rabbSvGFg&ust=1380631868639259