Presupposition Presupposition is a necessary PRECONDITION for the processing of communication It involves the existence of some objects or ideas Presupposition 2 Here we PRESUPPOSE that there exists something which is as juicy as a fruit ID: 276768
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Slide1
APPEALS AND TYPE OF ADVERTISINGSlide2
Presupposition
Presupposition is a necessary PRECONDITION for the processing of communication
It involves the existence of some objects or ideasSlide3
Presupposition (2)
Here we PRESUPPOSE that there exists something which is as juicy as a fruit.
This promotes a kind of ideology within the ad, i.e. that juiciness is related to shampoo and hair (cultural value)Slide4
Presupposition (3)
This advert presupposes the existence of leglines, curves and compliments AND the fact that the three elements are in some ways correlatedSlide5
Presupposition (4)
The presupposition is about the sentence introduced by ‘
it is one’s fault that X happens
’.
It is linked to what linguists call the
Negation test
: if we
negate
‘
it is one’s fault that
’, X still occurs.Slide6
symbols, indexes and presuppositions are culturally bounded (cf. the media iceberg),
=> when we look at an image, the symbol, index or presupposition it culturally conveys can be explained in terms of
anchorage
and
relay
The ideas of
ANCHORAGE
and
RELAY
were introduced by Barthes.Slide7
Roland Barthes introduced the concept of
anchorage
. Linguistic elements can serve to 'anchor' (or constrain) the preferred readings of an image: 'to fix the floating chain of
signifieds
'.
Barthes
introduced this concept of textual anchorage primarily in relation to advertisements, but it applies of course to other genres such as captioned photographs, maps, narrated television and film documentaries, and cartoons and comics
with
their speech and thought 'balloons'.
AnchorageSlide8
Anchorage
is text (such as a caption) that provides the link between the image and its context.
It tells us in words exactly how the subject of the visual should be
read
Images
are prone to multiple
meanings
and
interpretations
. Anchorage
occurs
when
text
is
used
to focus on
one of these meanings, or at least to direct the viewer through the maze of possible meanings in some way. Hence, its ideological value.
AnchorageSlide9
Relay
Relay
is the reciprocal relation between text and picture, or between a picture and another in that each contributes its own part of the overall
message.
Barthes used the term
relay
to describe text/image relationships which were 'complementary', instancing cartoons, comic strips and narrative
films. Slide10Slide11Slide12Slide13
Slide14Slide15Slide16
Anchorage, Relay
(a remind)
In an advert we have images that seem to have a certain meaning.
Per se, s
uch images carry no specific meaning
It is the text that guides the viewer to read the right meaning of the image.
There is, however, a difference between printed advertising and TV commercial: tv commercial are more relay-linkedSlide17
The relationship between the visual and the text (=the anchorage) creates the
Advertising AppealSlide18
ADVERTISING APPEALS
There exist seven different types of
APPEAL:
FEAR
HUMOUR
SEX
MUSIC
RATIONALITY
EMOTION
SCARCITYSlide19
FEAR
If a negative incident or behaviour occurs, then there will be vulnerability and severity in the damage
=> NEGATIVE CONSEQUENCE
Insurance companies, shampoo, mouthwash, internet service providersSlide20
HUMOUR
Humour is effective in both getting attention and keeping it.
Humour, irony and nonsense have statistically proven to be the best techniques for cutting through clutter
Humour helps people to adjust to situations they cannot control and cope with life’s problemsSlide21
HUMOUR (2/2)
To be effective and successful, humour in an advert must be related to the product’s benefits
Humour ties together
the product features
the consumers’ advantages
other personal and positive values and feelingsSlide22
SEX
The sex appeals go from unconscious innuendo to nudity to overt sexuality and sensuality
Sex and nudity do increase attention regardless of the actor’s gender in the ad or the audience’s gender
Yet
sex distracts the audience from the brand name
=>it is not loved amongst copywritersSlide23
MUSIC
It helps to capture the attention of listeners
It is linked to
emotions
memories
experiences
Music indexicalizes the productSlide24
RATIONALITY
It assumes consumers elaborate a process of rational thought when making purchase decisions.
The goal of a rational appeal is to provide the information needed to help & make the decision
Automobile ads:
info about gas mileages, warranties, price, delivery schedule, etc.Slide25
EMOTION
It is based on three ideas:
consumers ignore most ads
rational appeals go unnoticed
emotional adverts can capture a viewer’s attention and help to develop an attachment between the consumer and the brand
Slide26
SCARCITY
It urges consumers to buy a particular product because of a limitation
McDonald adverts Slide27
Which Appeal?
Limit one voucher per householdSlide28
Which Appeal?Slide29
Which Appeal?Slide30
Which Appeal?Slide31
Which Appeal?Slide32
Which Appeal?Slide33
Which Appeal?Slide34
Anchorage/Relay/Appeals
The relation between the image and the text in advertising (the anchorage) creates the appeal by means of which an ad is meant to target the audience.
Irony
and
nonsense
are the most exploited forms of appeal. Slide35
NONSENSE
C. Pennarola, Nonsense in Advertising, Liguori, 2003
It is a dichotomy between fantasy and logic; imagination and reason.
It is a sort of coming back to childhood
It is an attempt of running away from the constraints of logic and meaningfulness. Slide36
NONSENSE (2)
It is characterized by the festive and liberating spirit of carnival mocking ‘normal life’.
With nonsense, all kind of boundaries collapse.Slide37
NONSENSE (3)
In
language
, the collapse of barriers corresponds to the elimination of the borders given by the tragic (or sublime) and comic (or ridiculous) registers.
In
advertising language
, nonsense creates imaginary worlds where the sublime (= the product) and the ridiculous (= the price) co-exist.
So, dogmatic and institutional discourses are no longer serious, and language gains freedom.Slide38
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 :
products
media
audiences
aimsSlide39
PRODUCTS
Leech, English in Advertising, chapter 6
To advertise a product means to make a choice in terms of:
vocabulary
syntaxSlide40
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
Slide41
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 – WashableSlide42
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 descriptiveSlide43
Media
Leech, English in Advertising, chapter 6
We have different types of media:
TV commercials
Radio commercials
Printed advertising
(E)MailSlide44
Layout of print advertising
Headline/Hook
Subhead
Caption Body-text
Copy copy copy
Signature
Slogan/slogo
VisualSlide45
Audiences
Leech, English in Advertising, chapter 6
We have different types of language according to
AGE
SEX
SOCIAL STATUS
GEOGRAPHICAL AREA. Slide46
AudiencesSlide47
Aims
Leech, English in Advertising, chapter 6
Advertising may promote
a product
a service (bank, insurance)
a commercial enterprise – the so-called ‘prestige’ advertising
Slide48
Aims (2)Slide49
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/)Slide50
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 connotationsSlide51
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. Slide52
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 Slide53
PERSUASIVE DISCOURSE
Persuasive discourse can be reached with the following:
the ethical argument
(testimonials)
the pathetic argument
(emotions)
the logical argument
(deductions)