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Language in advertising

Part of the English Language and Literature course 2IB, SVGS, October 2o11
by

Therese Holm

on 12 June 2012

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Transcript of Language in advertising

Language of advertising
The future is bright.
The future is Orange.
Marketing
Branding
The process of building value and meaning
for customers around a brand.
Buyology
Martin Lindström's Analysis:
Showed images of brands, icons, logos
Measured brain activity
Conclusion: People are creatures of imitation
What do YOU think of when you see these logos?
Which words do you associate with these brands?
Advertising techniques:
Selling an image, brand, feeling
Problem and benefit
Bandwagon effect
Testimonials
Celebrities
Association
B) Problem and benefit:
- identifying a problem, presenting a solution.
- selling you something you need.
A) Selling an image, brand, feeling
Focus Group
Brand Loyalty
C) Bandwagon effect:
- "you can do this too!"
D) Testimonials:
-either ordinary people
recommending a product
E) Testimonials:
- Where celebrities recommend a product
F) Association:
- linking products with values
Deconstructing an ad:
Image
Slogan
Copy
Signature
slogan
image
copy
signature
Advertisements often play on:
- surprise
- sex
- cuteness
- annoyance
- word play
- recognition
- fear
Stereotypical images of men & women?
Counter-advertising
Anti-Ads
Philanthropic Ads
Culture Jamming
Parody
Pastiche
Anti-Ads:
- Benetton
- Volvo
Philanthropic Ads:
Companies presenting themselves as foundations
or non-profit organizations.
Culture Jamming:
When individuals distort messages and
advertisements of large corporations
Mash-Ups
Parody:
the art of mocking someone
by imitating them or their style
Pastiche:
Another way of drawing attention to
cultural text in a genre. Imitates, but is not
obviously parodying a text. Holds up a
mirror in order to mock and question
our cultural values.
Negative ads:
Also known as "attack ads" or "mudslinging".
Ads that attack political opponents directly.
skrifttyper
Full transcript