appunti esame inglese 2, in particolare relativo al testo consigliato: The language of advertising

Modifiers in Advertising Language

Modifiers are a distinctive feature of advertising language because of their power in attracting attention. Because they allow advertisers to evoke the kind of image they want to associate with a particular product or service, modifiers are described as trigger words.

Because each new campaign must attract attention, advertising language is often innovative. Advertisers coin new words to make a brand more memorable. Often non-standard spelling will be used to attract attention.

Grammar in Advertising Language

The grammar of advertisements is also similar to informal spoken language. Slogans will often omit verbs to make a catch phrase more concise. Imperatives are used frequently because consumers are being urged to 'buy' or 'join'. Pronouns help advertisers create a personal relationship with consumers.

Verbless clauses are common and sentences are often divided in unexpected ways to keep the copy simple for the reader. This means that sentences can be literally ungrammatical. Sentences

are often simple and co-ordination is more common than subordination. Co-ordinating conjunctions are often used in the initial position. Adverbials are also placed at the beginning of sentences to emphasise key information.

Style

Advertisements use literary devices to attract attention to the product, metaphors link emotive associations to a product; symbolism encourages views or readers to make certain connections that will colour their view, personification or animation of inanimate objects can create a mysterious or comic atmosphere; and puns can be clever or humorous in their manipulation of language. Ambiguity can both create humour and provoke interest. Sound patterning makes slogans and copy stand out. Antithesis sets key words or ideas in opposition; listing indicates specific features that may attract the buyer; repetition highlights key points or a particular brand name.

Types of advertising

There are many different types of advertising. Advertisements can be persuasive, aiming to make

consumers go out and buy a product. They can be informative, relying on the influence of technical data to help the consumer make an informed choice. Or they can be competitive, attempting to gain a new share of the market at the expense of their rivals. Advertisements may be product-, audience- or impact- based.

Besides distinguishing between advertisements by their approach, it's also possible to classify them according to the content.

Classified advertisements try to sell products or services to people who already know what they are looking for. Point-of-sale advertising is directed specifically at the local community and therefore its target audience is quite limited.

Direct mail comes straight to people's homes, addressed to individuals whose names have been taken from sources. The form of advertising is usually a letter which tries to persuade the addressee to buy a particular product. The tone is informal and direct address is used to try to create a personal relationship.

to be short and straightforward, with a focus on delivering a clear message. The use of persuasive techniques is evident, as the goal is to encourage readers to take action, whether it's purchasing a product, using a service, or donating to a charity. Overall, advertising plays a significant role in shaping consumer behavior and influencing decision-making. It is a powerful tool that businesses and organizations use to communicate their offerings and connect with their target audience.

To quite short. The mood is declarative, but imperatives are used to engage the reader.

Information adverting

Most non-profit-making information advertising campaigns are associated with the Government and its various departments. Government and commercial companies use the same kinds of mass-marketing techniques for disseminating important information. The only difference between this kind of advertising and product/service or charity advertising is that the function is different. People are asked to 'know'.