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Start something new

Group work. Pragmatic analysis of the linguistic elements used in an advertisement by Ikea.
by

Adrián García Vidal

on 15 May 2014

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Transcript of Start something new

- Boredom, routine, monotony
- Marginal people, out of society
- Passive life
- Rejects the stereotype of "old"
- Chair provides new opportunities
- He is not geographically limited
- No shame of his aged body
- Free from prejudice
- Interaction with younger
generations
- It's never late to learn something new
- No cultural boundaries
- He's speaking other languages
- It's never late to try something new
- He wants to share his experience
(also share it with you)
All of this was possible thanks to Ikea
Buy in Ikea
Presuppositions are inferences about
what is assumed in an utterance rather
than what is directly asserted.
- Feeling healthy is to be healthy
- Enjoying moments of solitude
- Loneliness is not negative
- Interest towards the opposite sex
Relevance Theory
Ikea helps the viewer of the ad by changing the
intensity and rhythm of the music as the adventures flow.

They create a context, which helps with the
cognitive effort.

Great Relevance
Great Contextual Effect
(images)

PROCESSING EFFORT (letters, images)

LESS RELEVANCE, BUT MORE TRANSPARENCY.

DIRECT, EASY-TO-READ MESSAGE

MORE RELEVANCE.

LESS EFFORT MORE EFFECT

Levels of Meaning
EXPLICATURES: what is said.
IMPLICATURES: what is communicated.


IMPLICATURES CAN BE CANCELLED
IMPLICATURES:
PERSONAL INITIATIVE VS. SOCIETY

He is apart from the others, reflected when
he leaves the bench and sits on the chair.

Unique thing AGAINST SOCIAL CONNOTATIONS nudism and tattoes.

Choice between RESIGNATION and HOPE
for something new.

OLD PEOPLE supposed to finish a stage
and not to begin something new.

THE CHAIR

Ergonomic and comfortable

Red colour vivid colour YOUNG. VS. Old
men dull colours ELDERLY.

Red chair Movement VS. Brown bench STANDSTILL.

CHAIR WITH STICKERS Encourages the other men to do the same as he did.

HOPE FOR SPANISH PEOPLE

Typical Spanish old age: doves, old people sitting in the park… BENCH.

CRISIS HOPE.
HOPE FOR SPANISH PEOPLE

CRISIS IT IS POSSIBLE TO PASS IT THROUGH

The important thing is to begin INITIATIVE.

NO MONEY BUT INITIATIVE.

"EMPIEZA ALGO NUEVO"



IKEA AS THE PASSPORT TO CHANGE
(but inside of the Microcosm of THE ADVERTISEMENT)
Power and Solidarity
(Scollon & Scollon)
In this advertisement the way of addressing to the receivers has an emotional progression.


Power difference / distance
Solidarity Politeness System
(-P, -D)

No power difference, no distance symmetrical relationship between the advert and the receivers. Closed relation.

- Narrative Progression:
At the beginning: expectation DISTANCE. The old man do not provides us nothing. Receiver do not identify with him.

- In the middle: solidarity politeness system.(-P, -D)
IDENTIFICATION with the old man. Closeness

- At the end: no distance. There are affectionate
bonds. Sense of RESPECT

There is a Metaphorical Change
OLD AGE YOUTH

Symmetrical and Enthusiastic Progression. Get out of your own comfort zone to a more active life.

Emotional Progression: RENOVATION

SELF-IDENTIFICATION WITH THE OLD
MAN Everyone gets older

Old people = Good Advice Voice of experience

Old man as a real being. Identification with receivers' grandfathers.

The advert actives the presuppositions:

Static active

It's never too late for a change
(Improve your life)

Renovation just needs new ideas. It has no
age, no limits.

MARKETING main target of the renovation
of ideas IKEA REBIRTH

Target audience: adults.

Face = public image of oneself. Linguistically
constructed.

Positive face: wish to be appreciated.

Negative face: wish to have freedom of action.

Brown & Levinson’s Model of politeness: face approach


Negative politeness no imposition, but persuasion. Invitation format.

Instead…

Positive politeness appeals to positive feelings.

Publicity & Face Approach

MITIGATION OF THE FACE THREATENING ACT through:

Process of identification: old man = target audience’s future self.


Complicity: inclusion in the story, the trip.
- Hand-held camera.
- Shared experiences.




Positive politeness strategies

The speaker can go:

- Bold on record

- On record

- Off record

- Opt out

Framework of communicative options

Real message Buy Ikea’s furniture
Hidden behind “Empieza algo nuevo”

COVERT COMMUNICATION
- Imperative: acceptable because it is in benefit of the hearer.
- Interactional optimism: imperative implies informality and closeness
- On record: the association between Ikea and the idea of renovation is explicit in the slogan.
“Empieza algo nuevo”

Ad focuses on:

- Self-awareness: YOU, like the old man, have to notice how you are living. YOU are different.

- Self-fulfilment: YOU have to live new experiences

- Spiritual journey: YOU have to change your own life.



It still cares about others:

- The end of your journey can be the beginning of
someone else's (old offers chair to fellows and audience)

- Positive interactions with different people

But….

Maxim approach to politeness

TACT MAXIM

It implies minimum cost and maximum benefit for hearer.
- Cost: easy understanding, appealing to feelings.
- Benefit: buy the chair and revitalize your life.

The style is indirect: it persuades, does not force to buy the product.

GENEROSITY MAXIM

Not self-centered. It does not convey the benefit for Ikea.
The man offers the chair.

APPROBATION MAXIM (flattery maxim)

Maximize praise of the hearer (not explicitly).

You can be different, be forever young.

AGREEMENT MAXIM

Maximize agreement. The advert makes you feel like a part of a group.

SYMPATHY MAXIM

Sympathy with the elder man.


No words but there is still a message.

The progression of images wants transmit an idea.

Speech Act Theory

Locutionary acts From the static place in the park to the progress of the trip suggest several ideas:

- Change

- Innovation

- Start something new (empieza algo nuevo)

Speech Act Theory

Locutionary acts
Color red of the chair
Power
Capacity of doing new things
Motivation

Speech Act Theory

Speech Act Theory

Illocutionary acts

The video wants to transmit us the idea of a travel as the way of starting something new.
The promise that also a new place to start something new is IKEA .

Speech Act Theory

Illocutionary acts

Being old does not mean that you cannot learn new things or travel around the world.
NEVER IS TOO LATE TO START SOMETHING NEW

Illocutionary acts

Starting something new make us younger because of the illusion of new knowledge
He left the cane
He took his glasses off
Different clothing, more juvenile and vivid colors

Speech Act Theory

Perlocutionary act

Go to IKEA and start (buy) something new.

Speech Act Theory

The music increases together with the rhythm and the volume as the advert develops the story. At the beginning the music is low, almost unnoticeable until he decided to bring his chair and starts his travel.

Music

Grice Maxims

Quantity
: It gives the sufficient information in a short period of time of how and where to start something.

Quality
: The well elaborated story of the man, everything is correct.

Relevance
: It seems that nothing happens until we reach the end of the video.

Manners
: Everything is clear, there is logic in the narrative.

They want you to buy
Presuppositions
AT FIRST…
strong negative explicature and implicature.
BUT THEN…
they are deconstructed step by step.
AND FINALLY…
they become positive explicatures and implicatures.
Levels of Meaning
EXPLICATURES:
ONE BIG EXPLICATURE: an old man sitting in a bench that gradually change his lifestyle travelling with a chair.
ENTRADA: enter in a world of renaissance and adventure.
‘EMPIEZA ALGO NUEVO’: positive message, it is possible to achieve our aims, but we have to do our part, and fight.
Levels of Meaning
MUSIC

- Goes from calm to vivid
- In crescendo

THIS IMPLIES A CHANGE OF HIS LIFESTYLE.
Levels of Meaning
Levels of Meaning
Levels of Meaning
Levels of Meaning
Levels of Meaning
Relevance
Theory

Levels of
Meaning

START
SOMETHING
NEW

Power and
Solidarity

Politeness
Speech Act
Theory

Separation from the group causes shock and surprise in the audience.
Face Threatening Act
Advertisement's Identification Process
Full transcript