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Verb Moods in Advertising
Transcript of Verb Moods in Advertising
Share your favorite slogan.
What draws you in about the quote?
What kind of words does the Advertisement use? (Nouns, Adjectives, Verbs, etc.)
Pair up with a partner.
Spend two minutes coming up with as many product advertisement slogans as you can remember.
Note your favorite slogan.
The grammatical term mood has nothing to do
with frame of mind.
Mood indicates the manner in which the writer conceives of the sentence.
Mood answers the question, "Is this fact or is there doubt?"
Indicative Verbs indicate a fact
Most frequently used mood.
Interrogative Verbs express doubt or question fact.
Indicates a cause and effect
Often marked by the words, "might," "could," and "would."
Since people read what interests them, advertisements are a great way to get a reader interested. Verb moods can have a whole affect.
Subjunctive Verbs indicate a wish or contradictions to fact.
In advertising companies are telling you their product will enhance your life as a fact.
Imperative Verbs make commands or requests.
Coca-Cola is commanding their consumers to enjoy the product.
Fanta is putting the question of "Wanting A Fanta" in their consumer's head.
Volkswagon is stating if gas prices continue to rise, one should buy its product to solve the issue.
In a world created by Rolex, the consumer automatically desires the product. They're playing on this wish.
What do Verbs have to do with Advertising?
"Nobody reads ads. People read what interests them. Sometimes it's an ad" - Howard Gossage 1917-1969
Look back at your favorite slogan.
Reflect on the mood it has. (command, question, etc.)
Why do you think it drew you in?
What would happen if the verb mood changed?
The Power of Verbs
Form and use verbs in the indicative, imperative, interrogative, conditional, and subjunctive mood.
Analyze the purpose of information presented in diverse media and formats (e.g., visually, quantitatively, orally) and evaluate the motives (e.g., social, commercial, political) behind its presentation.
What draws you in?
What kinds of words does the Advertisement use?
Nike has a mood that is Imperative. Nike is commanding that the consumer needs to buy the product to "achieve greatness"
If the slogan was Interrogative, it seems weaker.
Select a product.
Create 3 new slogans for this product using 3 different moods.
Take five minutes and look at what you had written.
What verb moods did you use?
Were they Authoritative, Suggestive, Sympathetic, etc.?
We're going into Advertising...
Your verb mood can leave your reader with a feeling.
Keep in mind the feeling you wish to impart onto your reader.