Advertising dizziness
you will determine what the functions of advertising are
you will explain what persuasionpersuasion is
you will define which linguistic measures are used in persuasion
you will analyse advertising slogansslogans with regard to linguistic techniques
you will create your own graphic and advertising slogan
Words can inform but they can also influence our mind and emotions. In ancient times the art of rhetoric was born, it is the art of convincingconvincing people with the help of arguments. Great philosophers (such as Aristotle, Quintilian, Cicero) proved in their speeches that words can not only impress, charm or create dream world (fictional, made of words), but they also can persuade people to some action (i.e.: changing opinion or choosing beautiful or attractive things). All those features are characteristic for statements used by the broadcaster to persuade or to convince the recipient. Such effect is achieved by the persuasive and manipulative function of language. Their effects can be found in advertising, propaganda (or political) and media texts. During this lesson you will learn about persuasion – the art of persuading by using language, and about advertisementsadvertisements – word‑picture texts based on persuasion.
Where you can find adverts in your surrounding? In what form? What products are advertised most often? Who appears in adverts and commercials and what does it depend on?
Try to make your own definition of advert. Discuss it in class.
Complete the definition with appropriate words.
less, convincing, emotions, recipients, make it neutral, recipient’s, text, resign from, interest him, more, composition, information, choose, discouraging
Advertisement is a .............................. that is supposed to catch the .............................. attention by means of an attractive graphic form (graphic and stylistic layout), stay in his memory, .............................., but also sometimes evoke .............................., that means move him. Advertisement is used to persuade, convince someone to .............................. something (or to buy something), so it has to impress someone, although it may also contain interesting and important ............................... Informing is .............................. important than ...............................
Use the Polish language dictionary and find the definition of the word “persuasion”. Think in what situations people use persuasion. Discuss it with your colleague.
Advertises are not new invention – their history is connected with the history of trade, when the merchants on the main squares or marketplaces “shouted out” the advantages of goods they sell. The English word “advertisement” comes from Old French “avertir „ meaning: “to make aware”, while in Polish the word “reklama” stems form Latin verb clamo, clamare, that means “to shout”.
To convince the recipient to purchase a product or service, different linguistic measures are used. What linguistic techniques can you notice in the adverts you know. How are the products described? How is the potential client addressed?
Read the fiches presenting examples of different linguistic techniques used in advertisements. Try to name the rules demonstrated in these examples. Then, turn the fiche and check if you were right.
| You drive faster than you think. Slow down, life is too short! | Phrases using personal pronoun YOU in singular and plural form, very often ended with an exclamation mark. |
| Best promotions in town | adjectives and adverbs in comparative and superlative form or words with similar meaning |
| new generation of products; breakthrough technology; super technology | Words that refer to such associations as: modernity, luxury, freshness, attractiveness, uniqueness |
| When you say “yummy...” | Short and direct sentences that appeal to the recipient - very often in form of nominal sentences or imperatives. |
| Will you find cheaper? | Rhetorical questions |
| Tastes so good that cats ask for it by name (Meow Mix cat food advertisement) | Metaphors and ambiguous words. |
| Low prices - fast delivery | Comparisons and slogans based on contrast |
| Don't make scenes (to make scenes in common language means to behave provocatively or impolite, etc.) | An interesting transformations of well known sayings, phrases or quotes. |
| We cool down the prices (refrigerators advertisement) | Word plays - word transformations, transformation of word graphic layer (or their sound) |
| Meals on wheels | Rhymed slogans, similar to poems, sayings or word plays. |
Does any slogan seem ingenious? What slogans do you remember from the adverts you know? Why these? Slogans are the most important element of every advertising text. They should be short and easy to remember.
What interesting means of persuasionmeans of persuasion can you notice in the quoted slogans? Write your answers below.
„Sip of inspiration” (tea advertisement)
“Moments that connect” (mobile phones network advertisement)
“Everyday low prices” (supermarket chain slogan)
“All of Poland read to kids” (public campaignpublic campaign slogan)
“Have you won? Do you fight? Do you support? Let’s deal with cancer” (health campaign slogan)
“Collect codes and receive awards” (commercial brand advertisement)
What interesting means of persuasion can you notice in the quoted slogans? Write your answers below.
As you may notice in the previous exercise – not all advertisements persuade people to purchase goods or services. Some campaigns were created to promote important ideas and attitudes.
Do you know any public campaigns? What do you think about their effectiveness? What ideas should be promoted more often?
Work in groups and create graphic similar to these from the previous exercise. You can use your favourite books or search for titles on the Internet.
Think about a social attitude or important idea that you would like to promote and create a slogan for it.
Keywords
advertisement, slogan, persuasion, public campaign, pictogram
Match the pairs: English words with Polish definition.
kampania publiczna, reklama, slogan, przekonywanie, gra językowa, perswazja, środki perswazji, spot reklamowy
| advertisement | |
| slogan | |
| persuasion | |
| convincing | |
| commercial | |
| public campaign | |
| word play | |
| means of persuasion |
Glossary
reklama
slogan
perswazja
przekonywanie
spot reklamowy
kampania publiczna
gra językowa
środki perswazji