Riassunto esame Lingua e traduzione inglese, prof. Angelini, libro consigliato The language of advertising

Unit one

Advertisement is not just a commercial promotion of branded product, but can also encompass the idea of text whose intention is to enhance the image of an individual, group or organization.

Tobacco

This advertisement is talking to tobacconists. They can’t sell cigarettes to someone under 16, otherwise they must pay a fine of 400 dollars. The addresses are the tobacco industries. With humor, the Tobacco Advisory Council presents its voice as authoritative but not authoritarian. This advertisement doesn’t sell a product, but an idea using a photostory format.

Unit two

Newspaper article

This article talks about what’s shockingly, for example, to show a male body in an advertisement hoarding. Female bodies are used in the selling of products as disparate (cars, chocolate…). Shocking the reader is a good method in the campaign, but without exaggerating to not fall down the product image.

NSPCC

This advertisement is talking to all of us to sensitize about child abuses. The addresser, the NSPCC, asks for a donation of a few dollars to manage to forestall them. The image represents a paralanguage because it helps us to understand that something has happened to the baby’s eyes. The text in the box top left will be explained by the text bottom right.

Intercity

This advertisement is talking to travelers. Intercity takes the idea of play, fun and fantasy using the typographical features to inform about the handy prices.

Harvey Bristol Cream

In this advertisement, Harvey wants to inform everyone about the diffusion of the cream choosing phonological and graphological factors. The names of countries have between six and eight letters and have Anglo-Saxon assonance.

Charity appeal

This advertisement wants to sensitize about Leukemia, but to understand it you have to look straight at the bottom of the page. It’s a linguistic puzzle because in every sentence you can find the key: the word Leukemia. This word is omitted to reinforce the concept of taboo that hides in the illness.

British Airways (1)

This advertisement attracts the attention of two types of businessmen with the same images and different ironic sentences. It uses the space to express the idea about its product. But the message for us is the privilege to queue jump.

Unit three

The writer is the person who constructs the text in reality; the narrator is the storyteller within the text. The narrator might be a character in the story itself in first person or might be an observer of events in third person. The use of ‘we’ has connotation of territoriality and group definition. The use of ‘I’ sounds personal and deliberately sentimental.

British Airways (2)

In this advertisement, the narrator uses two languages to reinforce the concept that the British Airways is the best airline in Europe, not only in the UK. The narrator talks to the European audience.