The Language of Advertising

THE LANGUAGE OF ADVERTISING

TERM DEFINITION EXAMPLE EFFECT

Diction Features Direct Using 2nd Person Personal "You", "your" Address Pronouns and imperatives to speak directly to the audience.

Inclusive Using first person plural We / us / our Language pronouns to include the advertiser and audience in the same group Repetition A word or phrase is used several Listen to any radio times. (esp Product name or key ad "Virtue") Comparative An adjective which makes a "VW Golf....the new comparison: model is more Bigger / Better / Worse / More stylish and sporty" hideous Incomplete Uses comparative adjectives but "Persil washes Comparative what is being said is not stated whiter" explicitly. Neologism A newly created word Jif, Xeroxing, multi- (coinage) tasking, ipod

Portmanteau 2 words combined to make a Seducap, Brunch, new word ecotech Superlative An adjective stating something "This car is the most to be 'Best" reasonably priced in Biggest / Best / Worst / Most the range" Hideous Colloquial- Everyday language of speech. Mate, geezer, sick isms in’t

Jargon Specialised language of a "Megabyte", specialised group. "RAM".

Pseudo- Words are intended to sound Contains NX-14, Scientific technically precise. hypoallergenic Jargon molecules. Syntax Features Imperative / The verb is used in its command Buy it Now! command form.

Minor Sentences lacking either a A taste sensation. Sentence complete verb or subject which still make sense.

Rhetorical A question to which the answer Why would you go Question is intended to be obvious. anywhere else? Leading Asked because the advertiser Why is this shampoo Question wants to be able to answer it. better?

Heavy A significant number of The exquisite 1984 modification modifiers (Adj. and Adv.) Ford Telstar - a Preceding (Pre-modification) beautifully majestic and Following (Post- piece of automotive modification) a noun. excellence Language Features Pun Playing around with the No frills brewery - meaning of words. we only use the beer essentials

Alliteration Repetition of the same sound at "live like a lion" the beginning of words.

Assonance Repetition of the same vowel sound.

Simile The comparison of two things is "As smooth as silk" stated Hyperbole Overstatement, exaggeration "worth a million dollars"

Miscellaneous Features Statistics Numbers, often large & precise 9/10 nutritionalists . recommend kids eat weetabix Advertising Words that are used frequently New, Free, Efficient, Keywords in many kinds of advertisements. Economical etc.

Trendy Links with prominent current Zero carbon Issue/Appeal issues. emissions Celebrity The name of a famous person is The Beckam’s new Endorsement linked to a product. perfumes Presentational Features Signature A person's name is hand written Guarantee in the ad.

Printing Using different styles of prints Bold, Italics etc fonts

Layout The way the different parts of the image are put together on the page Visual Pun Word play is echoed in the Red Bull gives you pictures. wings Dominant The most striking presentational Image device Logo A visual design linked with a Nike's Swoosh brand name.