The Relationship between Anxiety and Positive and Negative Advertising Appeals
APPEALS AND TYPE OF ADVERTISING. Appeals and Type of Advertising (Leech, English in Advertising,...
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Transcript of APPEALS AND TYPE OF ADVERTISING. Appeals and Type of Advertising (Leech, English in Advertising,...
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)