Docstoc

The-Written-language-of-ads

Document Sample
The-Written-language-of-ads Powered By Docstoc
					The (Written) Language of Advertising
Yes, there are slogans, catch phrases and persuasive, loaded language. Let’s dig a little deeper.
Language elements to study in ads
Remember: for each element you need to think what effect it is trying to create in an effort to persuade the audience.
Literary Techniques (from study of fiction) – metaphors, similes, allusions, analogies, symbols, tone, mood, diction
Meanings
Language Element         Definition                            Effect                           Examples
Connotations


Euphemisms


Symbols


Diction


Idiomatic language


Pun


Ambiguity


Polysemy


Modifiers


Gender


Stereotyping


Pre-suppositions


Emotional language


Dialect
Sounds
Language Element               Definition                         Effect                                   Examples
Phonology


Lexical Neighborhoods                                                                                      Apple – apply,
                                                                                                           application,capital etc

Dialogue




Grammatical Features
Language Element          Definition                              Effect                                   Examples
Declarative sentences


Syntax


Grammar


Active/Passive verbs


Theme of a sentence       The first part of the sentence – it     If you want some information
                          gets the most attention from the        to receive less attention put it
                          reader.                                 in the middle or the end of
                                                                  the sentence.

Advertising Features (mostly)
Language Element              Definition                        Effect                                    Examples
Graphology


Intertextuality


Typography


Comparisons


Brand Names                   The name of a product or          Can have a big effect on the success of   Apple (why is a computing
                                                                a product. Must have a good lexical
                              company                           neighborhood, have positive               company named after a
                                                                connotations and be different enough      fruit?)
                                                                to not be confused with other
                                                                products.

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:7
posted:9/19/2012
language:English
pages:3