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Use of language in advertising
Transcript of Use of language in advertising
The "claim" is the verbal or print part of an ad that shows the superiority of the product that is advertised.
Claims are applied to parity products
In parity claims, "better" means "best" and "best" means "equal to."
When a product is superior, the ad will say so clearly and offer evidence of the superiority
Need to create illusion of superiority
Advertising is the best way to communicate to the customers
The use of right and effective language both in spoken and in written brings success and influences people
Connotation of words is important because different people sometimes interpret language in different ways.
The language of ads is positive but not always correct in the normal sense
Use of language in advertisement
What can we find in ads?
that express exaggeration
Frequent use of adjectives and adverbs
Long noun phrases
that can be syntactic or semantics
that suggest a meaning without being specific, for example words as "help", "virtually", "like", "enriched" and so on
Use of imperatives
e.g. "B.O." that stands for "body odour"
Simple and colloquial language
Present tense or sometimes simple past
with exception of technical vocabulary
e.g. "finger of fudge"
e.g. "mean machine, the cleanest clean it's ever been
e.g. "stay dry, stay happy"
e.g. "fresh as a mountain stream"
this can be verbal or visual, but aims to show the product positively.
"Old" houses become charming, characterful, olde worlde or unique. . "Small" houses become compact, bijou, snug or manageable. Houses on a busy road become convenient for transport.
1. THE WEASEL CLAIM
A weasel word is a modifier that practically negates the claim that follows.
The expression "weasel word" is aptly named after the egg-eating habits of weasels.
Words or claims that appear substantial upon first look but become meaningless on analysis are weasel
2. THE UNFINISHED CLAIM
The unfinished claim is one in which the ad claims the product is better, or has more
of something, but does not finish the comparison.
3. THE "WE'RE DIFFERENT AND UNIQUE" CLAIM
This kind of claim states that there is nothing else quite like the product that is advertised.
4. THE "WATER IS WET" CLAIM
"Water is wet" claims say something about the product that is true for any brand in that product category.
5. THE "SO WHAT" CLAIM
This is the kind of claim to which the careful reader will react by saying "So What?“
The vague claim is simply not clear. The key to the vague claim is the use of words that are colorful but meaningless or emotional opinions
6. THE VAGUE CLAIM
7. THE TESTIMONIAL CLAIM
A celebrity or authority appears in an ad to lend his or her stellar qualities to the
8. THE SCIENTIFIC OR STATISTICAL CLAIM
9. THE "COMPLIMENT THE CONSUMER" CLAIM
This kind of claim butters up the consumer by some form of flattery
10. THE RHETORICAL QUESTION CLAIM
This technique demands a response from the audience