MASARYKOVA UNIVERZITA Filozofická fakulta
Katedra anglistiky a amerikanistiky
Mgr. Jana Pelclová
PERSUASIVE STRATEGIES IN ADVERTISING DISCOURSE A LEXICO-GRAMMATICAL AND SOCIO-PRAGMATIC ANALYSIS
Přílohy k disertační práci
1 Introduction ...... 4 1.1 TV Programs ...... 5 2 Beverages Field ...... 7 2.1 Beer Subfield ...... 7 2.1.1 Amstel Light ...... 7 2.1.2 Budweiser I ...... 8 2.1.3 Budweiser II ...... 9 2.1.4 Coors Light I ...... 10 2.1.5 Coors Light II ...... 10 2.1.6 Corona ...... 12 2.1.7 Heineken ...... 12 2.1.8 Killian‟s Irish Red ...... 13 2.1.9 Labatt Blue ...... 14 2.1.10 Rolling Rock ...... 15 2.2 Soft Drinks Subfield ...... 16 2.2.1 Aquafina ...... 16 2.2.2 dnL ...... 17 2.2.3 Ensure ...... 18 2.2.4 Florida‟s Natural Premium Orange Juice ...... 19 2.2.5 Nestlé Nesquik ...... 20 2.2.6 Pepsi Vanilla ...... 21 2.2.7 Starbucks DoubleShot Espresso Drink ...... 22 2.2.8 Sierra Mist ...... 23 2.2.9 Simply Orange ...... 24 2.2.10 V8 ...... 25 3 Food Products Field ...... 26 3.1 Fast Food Subfield ...... 26 3.1.1 Applebees‟ All you Can Eat Rib Tips ...... 26 3.1.2 Arby‟s French Dip ...... 27 3.1.3 Arby‟s New Five-Star Club ...... 28 3.1.4 Friendly‟s ...... 30 3.1.5 Friday‟s ...... 31 3.1.6 Olive Garden ...... 33 3.1.7 Subway ...... 34 3.1.8 Taco Bell ...... 35 3.1.9 Wendy‟s I ...... 37 3.1.10 Wendy‟s II ...... 38 3.2 Pre-Packaged Food Subfield ...... 40 3.2.1 Asian Sensation ...... 40 3.2.2 Bertolli Frozen Dinners ...... 41 3.2.3 Bush‟s Homestyle Chili ...... 42 3.2.4 Campbell‟s Microwaveable Soup ...... 43 3.2.5 Chef Boyardee ...... 44 3.2.6 Fun Fuel ...... 45 3.2.7 Jimmy Dean Sandwiches ...... 46 3.2.8 Jimmy Dean Skillets I ...... 47 3.2.9 Jimmy Dean Skillets II ...... 49 3.2.10 Prego Hearty Meat ...... 50 4 Cosmetic Products Field ...... 51 4.1 Question-Start Subfield ...... 51
2 4.1.1 Aveeno Positively Radiant Moisturizer ...... 51 4.1.2 Clairol Natural Instinct ...... 52 4.1.3 L‟Oréal Couleur Experte ...... 53 4.1.4 L‟Oréal Infallible Never Fail Makeup ...... 54 4.1.5 L‟Oréal Vive ...... 56 4.1.6 Neutrogena Anti-Wrinkle, Anti-Blemish Cleanser ...... 57 4.1.7 Pantene Expressions ...... 58 4.1.8 Tresemme Heat Tamer ...... 59 4.1.9 Veet Hair Removal Mousse ...... 60 4.1.10 VO5 ...... 61 4.2 Non-Question-Start Subfield ...... 62 4.2.1 Almay Nearly Naked ...... 62 4.2.2 Clearasil Ultra ...... 63 4.2.3 Dove Essential Nutrients Day Cream ...... 64 4.2.4 L‟Oréal Endless Kissable Shine Wear ...... 65 4.2.5 L‟Oréal Revitalift ...... 66 4.2.6 Maybelline Dream Matte Mousse Foundation ...... 67 4.2.7 Maybelline Sky High Curves Mascara ...... 68 4.2.8 Olay Daily Facials ...... 70 4.2.9 Olay Regenerist ...... 71 4.2.10 Revlon Moisturous Lipcolor ...... 72 5 Medical Products Field ...... 74 5.1 Confession Subfield ...... 74 5.1.1 Actonel ...... 74 5.1.2 Avlimil ...... 76 5.1.3 Icy Hot Back Patch ...... 77 5.1.4 Neosporin ...... 79 5.1.5 Orajel Maximum Strength Toothache Pain Relief Gel ...... 80 5.1.6 Osteo Bi-Flex ...... 81 5.1.7 Prevacid I ...... 82 5.1.8 Prevacid II ...... 84 5.1.9 Slimquick ...... 86 5.1.10 800Jenny20 ...... 87 5.2 Non-Confession Subfield ...... 89 5.2.1 Advil ...... 89 5.2.2 Aleve ...... 90 5.2.3 DayQuil, NyQuil ...... 91 5.2.4 Ester C ...... 92 5.2.5 Maalox Max ...... 93 5.2.6 Neosporin Lip Treatment ...... 95 5.2.7 NyQuil ...... 96 5.2.8 Pepto Bismol ...... 97 5.2.9 Phillips ...... 98 5.2.10 Vagisil ...... 99 6 Reference List ...... 101
3 1 Introduction The Appendix offers the individual commercials (especially their verbal and pictorial codes), their environmental contexts, plus the analysis of the lexico-grammatical features and of the speech acts used. The Appendix operates with the following data: Source – includes the TV network, the date of recording in MM/DD/YY format, and the TV program during which the analyzed commercial was broadcast. Length – provides the information about how many seconds the analyzed commercial lasts. Narrative Structure – provides the information about which of six Čmejrková‟s (1993: 187-188; Čmejrková‟s translation) narrative structures or their combination the analyzed commercial uses. The narrative structures are as follows: 1. Product Demonstration – a simple introduction of the product and its usage; 2. Presenter – presentation of the product and the results of its usage; 3. Testimonial –the product is tested in extreme conditions; 4. Slice of Life – the secondary participant shares his or her experience; 5. Lifestyle – the product is presented as a social need that is meant to change one‟s social status; 6. Phantasy – fictitious creatures, unreal worlds or animated characters are used. Contextual Situation – informs about which familiar context the secondary advertising situation employs. Moreover, the secondary advertising situation, especially the pictorial code, is described, with the references to the three language entities. Lexico-Grammatical Analysis – offers the analysis of the lexical and grammatical features (see 7.1) found in the three language entities. The analyzed features and their distinction are as follows: 1. informal expressions - 2. formal expressions, 3. terms, 4. deictic expressions, 5. discourse markers (also includes speech act formulas such as thanks, please, etc.); 6. interjections, 7. hesitators, 8. response forms, 9. ellipsis, 10. vernacular language, 11. non-finite clauses, 12. verbless clauses, 13. active constructions, 14. passive constructions. Speech Acts Analysis – analyzes the speech acts (see 6.2.6) used in the three language entities. The speech act is demarcated by the slashes / /. The abbreviations used are as follows: 1. Assertive = assert 2. Directives = direct 3. Commissives = commis 4. Expressives = expr 5. Declarations = declar.
4 The descriptions and the analyses of the individual commercials are provided according to the fields and subfields the commercials belong to. Within the individual subfields, the commercials are listed alphabetically. Even though the TV networks are introduced in 2.2, it misses the description of the TV programs during or between which the commercials were broadcast. Therefore, the following subchapter offers more detailed look at the individual programs.
1.1 TV Programs
The commercials recorded from The Weather Channel were broadcast during its PM Edition, one on July 22, 2003, the other on October 11, 2005. PM Edition informs about the current weather condition for both the whole United States and the individual regions. The commercials that were recorded from VH1, the popular music network, appeared during or between Ultimate Album and Behind the Music (August, 2, 2003); Jump Start and Caught on Tape (October 14, 2005); and I love the Holidays and All Access (November 20, 2005). The series Ultimate Album analyzes the success of important records, focusing on the details of the recording, launching and touring. The recorded episode introduced the album Kiss Alive, made by the popular group of the 1970s-80s. Behind the music is a non-fiction series that presents “the personal lives of pop music‟s greatest and most influential artists, tracing their struggles, setbacks and successes” (http://www.vh1.com/shows/dyn/behind_the_music/series_about.jhtml). The recorded episode looks into the personal lives of the members of the popular band called Aerosmith, using a number of their home archive videos. The morning edition of the block of video clips Jump Start broadcast the latest music videos of those pop groups that were top ten at that time. Like similar series on VH1, Caught on Tape focuses on famous celebrities. However, this series reveals the dark moments of being a celebrity. It depicts famous people becoming aggressive when paparazzi go too far and do not respect their privacy. Besides presenting the violation towards the sensation-seeking photographers, the series also portray embarrassing or shocking moments of one‟s private life. The series I love the Holidays presents famous people who describe how they celebrate various holidays and what they think about them. In the recorded episode, people from show business provide their commentary on the upcoming Thanksgiving Day. The last series that was recorded is called All Access. It brings look into the backstage of popular stars. The episode during which the analyzed commercials appeared focused on the celebrities such as Tom Cruise, Kevin Costner, and others and the way they date, propose, marry and party. The commercials recorded from Cartoon Network appeared during the series called Codename: Kids Next Door and Dexter’s Laboratory. The former cartoon tells adventurous stories of a group of five children that has one important mission: “to free all the children from the tyrannical rule of adults” (http://www.cartoonnetwork.com/tv_shows/knd/index.html). The latter presents a young scientist who has a secret laboratory in his parents‟ house where he experiments a lot. However, his sister often messes his experiments. The recording from Discovery Channel took place when the popular series Perfect Partner and Home Matters were on the broadcasting list. In Perfect Partner, female participants seek for an ideal male partner for their female relatives. In Home matters, ordinary people offer useful ideas for house and home improvement.
5 The commercials from FX were broadcast during the popular series M.A.S.H. that depicts a surgery team of doctors and medical staff in the Korean War, and during the show When Animals Attack!, a type of “shockumentaries” (http://en.wikipedia.org/wiki/When_Animals_Attack!), which presents videos in which people are attacked by wild animals as well as by pets. The commercials from ESPN were broadcast during live college football match between the USF Bulls and the Alabama Crimson Tide. Similarly, the commercials from the other sport channel NESN were broadcast during the live ice-hockey match Boston Bruins vs. New York Rangers. The network E! broadcast three popular series when the commercials were recorded. The series Sexy Angel – Cameron Diaz introduced a popular diva not only as an outstanding actress in a movie Charlie‟s Angels but also as a woman engaged in charity. The series True Hollywood Story aims at famous celebrities and their private and public lives. In the recorded episode, a famous pop singer Britney Spears, her relatives and fiancé were introduced. The last series was Filthy Rich Cattle Drive. It is a reality show in which children of famous celebrities participate. The episode took place in a cattle ranch in Montana where the participants had to deal with everyday problems of Montana farmers, including taking care of the cattle and surviving in the wilds.
6 2 Beverages Field The field includes two subfields – the Beer Subfield and the Soft Drinks Subfield.
2.1 Beer Subfield This subfield contains commercials mainly targeted at male consumers. The commercials promote both domestic as well as imported beer marks.
2.1.1 Amstel Light
Source: ESPN, 08/30/03, college football match between the USF Bulls and the Alabama Crimson Tide
Length: 15 seconds
Narrative Structure: Lifestyle
Contextual Situation: Being Alone At Party A young man stands alone, holds a bottle of Amstel Light and looks around. Suddenly, his eyes catch a look of a young attractive lady dressed in red who also holds a bottle of beer. She is evidently alone at the party. When their eyes meet, they smile at each other. As her smile spreads up, she reveals that one of her front teeth is missing. After noticing this drawback, the young gentleman just swallows in vain and turns back. The male voice-over enters. The last scene illustrates the bottle of Amstel Light. The scene also provides the slogan and the web page.
Lexico-Grammatical Analysis: Male voice-over: It‟s never pretty when something‟s missing. Like flavor from your light beer. Amstel Light. The beer drinker‟s light beer.
Super: The beer drinker‟s light beer. www.amstellight.com
Speech Acts Analysis: Male voice-over: / It‟s never pretty / expr / when something‟s missing / assert / Like flavor from your light beer / assert / Amstel Light / assert / The beer drinker‟s light beer / assert Super: / The beer drinker‟s light beer / assert / www.amstellight.com / assert
7 2.1.2 Budweiser I
Source: VH1, 08/02/03, Ultimate Album – Kiss Alive
Length: 30 seconds
Narrative Structure: Lifestyle Contextual Situation: First Kiss At the First Date A young man and a young woman are on a lit street. There is nobody else, just the two of them, and a car parked in front of the house she lives in. Their first date is just about to end. The situation demonstartes the nervousness among them caused by the lack of bravery to do what is expected to be done – the first kiss at the end of the first date. Both of them are aware of the expectation, so they try to diminish the tension by referring to the rendezvous and the time. It is the woman who initiates these two topics of their tense conversation; the man just follows her up affirmatively. In the end, it is her who breaks the ice and turns to the kiss. Surprisingly enough, she kisses him wildly by laying him on the bonnet of the car. He is so astonished that he keeps his eyes open, looking desperately around and not knowing what to do. After that, she says good bye and turns around. At his moment, the situation is interrupted by the pictures with the supers and details of beer being poured into a glass. The last scene goes back to the street where the young man is still on the car, wondering whether she would call him.
Lexico-Grammatical Analysis: Woman: Well, I had a really nice time tonight. Man: Me too. [smiling nervously] Woman: I guess it‟s getting late. Man: Yeah, it‟s gettin‟ late, it‟s getting…so dark. [kissing] Woman: See ya. Man: Call me? Super: THINK FRESH. DRINK FRESH. Budweiser
Speech Acts Analysis: Woman: / Well/ expr /I had a really nice time tonight /expr Man: / Me too / expr Woman: / I guess it‟s getting late / expr Man: / Yeah / expr /it‟s gettin‟ late/ expr /it‟s getting…so dark / expr Woman: / See ya / direct Man: / Call me / direct
Super: / THINK FRESH / direct / DRINK FRESH / direct / Budweiser / assert
8 2.1.3 Budweiser II
Source: ESPN, 08/30/03, college football match between the USF Bulls and the Alabama Crimson Tide
Length: 30 seconds
Narrative Structure: Lifestyle / Slice of Life
Contextual Situation: Wedding Toast The best man, who holds a bottle of Budweiser, gives a speech at a wedding receptionist. The camera switches between the pictures of the best man, of the new married couple and of the bride‟s parents. As the best man reveals the facts about their new son-in-law, the smiles of the parents‟ and the bride‟s freeze up. The scene is interrupted for a moment by the picture with the super and Budweiser logo on the black background, and then the picture of a rather desperate best man finishes the commercial.
Lexico-Grammatical Analysis: Best Man: When I look at Steve and Jenny, I just think – wow. What did Jenny have that all the others didn‟t. „Cause Steve‟s had a lot of women. We‟ve been all over the world. You know, Europe, Asia, Africa, you name it, Steve‟s been there. One word buddy, „Amsterdam‟, huh?! This guy knows what I‟m talking about. What can I say, the guy‟s been around, you know, the block…couple hundred times.
Super: Budweiser TRUE.
Speech Acts Analysis: Best Man: / When I look at Steve and Jenny / assert / I just think / expr / wow / expr / What did Jenny have / expr / that all the others didn‟t / expr / „Cause Steve‟s had a lot of women / expr / We‟ve been all over the world / assert / You know / expr / Europe, Asia, Africa / assert / you name it / expr / Steve‟s been there / assert / One word buddy / expr / Amsterdam / expr / huh / expr / This guy knows / expr / what I‟m talking about / assert / What can I say / expr / the guy‟s been around / assert/ you know / expr / the block / assert/ couple hundred times / assert
Super: / Budweiser / assert / TRUE / assert
9 2.1.4 Coors Light I
Source: ESPN, 08/30/03, college football match between the USF Bulls and the Alabama Crimson Tide
Length: 15 seconds
Narrative Structure: Product Demonstration
Contextual Situation: Quick Slide Show of Pictures of Snow-Topped Mountains The pictures of the snow-topped mountain peaks of the Rocky Mountains alternate with the pictures of frosted beer cans and the supers that evaluate the pictures. The commercial finishes with the company logo and the slogan.
Lexico-Grammatical Analysis: Super: COLD IS GOOD ROCKY MOUNTAIN COLD IS BETTER HERE‟S TO THE ROCKIES Coors LIGHT COLD-DOWN-EASY ROCK ON
Speech Acts Analysis: Super: / COLD IS GOOD / assert / ROCKY MOUNTAIN COLD IS BETTER / assert / HERE‟S TO THE ROCKIES / direct / Coors LIGHT / assert / COLD-DOWN-EASY / assert / ROCK ON / direct
2.1.5 Coors Light II
Source: ESPN, 08/30/03 college football match between the USF Bulls and the Alabama Crimson Tide
Length: 15 seconds
Narrative Structure: Slice of Life
Contextual Situation: Sharing Life Experiences There are 8 young men that speak directly to the camera about their life experiences. No matter how crazy it might sound, they speak proudly. Each speaker holds a bottle or a can of Coors Light beer and is at a party, either outside or inside, or at a club or a restaurant. The background is muted, we can hear just the men talking, and the music. All together they mention 7 experiences in 14 turns. The interesting point about this commercial is that one speaker starts an utterance and the other finishes it, so, in fact, one utterance is divided
10 between two speakers. In other words, each experience is shared by two speakers but they present it in the first person singular, not in the first person plural. The commercial finishes with the logo and slogan of the company on the black background.
Lexico-Grammatical Analysis: Man 1: I have spent a weekend in Vegas… Man 2: … without a hotel room. Man 3: I have driven a hundred and fifty miles… Man 4: … for three rolled tacos. Man 5: I‟ve given a toast at a wedding… Man 6: … that I wasn‟t even invited to. Man 7: I have French kissed Man 8: a French woman. Man 6: I have called a shotgun… Man 4: … eleven hours before a road trip. Man 3: I‟ve eaten condiments as a meal. Man 1: I have dated common Electras, cousins… Man 2: … friends, Man 8: …sister.
Super: HERE‟S TO ACCOMPLISHMENTS Coors LIGHT COLD-DOWN-EASY ROCK ON
Speech Acts Analysis: Man 1: / I have spent a weekend in Vegas / assert Man 2: / without a hotel room / assert Man 3: / I have driven a hundred and fifty miles / assert… Man 4: / for three rolled tacos / assert Man 5: / I‟ve given a toast at a wedding / assert Man 6: / that I wasn‟t even invited to / assert. Man 7: / I have French kissed / assert Man 8: / a French woman / assert. Man 6: / I have called a shotgun / assert Man 4: / eleven hours before a road trip / assert. Man 3: / I‟ve eaten condiments as a meal / assert Man 1: / I have dated common Electras, cousins / assert Man 2: / friends / assert Man 8: / sister / assert
Super: / HERE‟S TO ACCOMPLISHMENTS / direct / Coors LIGHT / assert / COLD-DOWN-EASY / assert / ROCK ON / direct
11 2.1.6 Corona
Source: NESN, 11/20/05, ice-hockey match Boston Bruins vs. New York Rangers
Length: 30 seconds
Narrative Structure: Lifestyle
Contextual Situation: Taking a Shower It starts with a detail on a head of a shower, the water starts running. The camera follows the details of a female body – the neck, the shoulder, the stomach area. A hand holding a bottle of frosted Corona appears on the screen and it touches the belly of the lady. She takes fright and draws her belly in. Then her whole body is visible, she wears bikini, leaves the shower and steps on the beach. Her partner sits there, watching the sea in the distance. In front, there is a bucket full of ice and bottles of Corona. She takes one bottle out, sits down next to her partner and touches his shoulders with the frosted beer. His reaction is the same as hers a moment ago.
Lexico-Grammatical Analysis: Super: miles away from ordinary
Speech Acts Analysis: Super: / miles away from ordinary / assert
2.1.7 Heineken
Source: VH1, 08/02/03, Ultimate album – Kiss alive
Length: 30 seconds
Narrative Structure: Lifestyle
Contextual Situation: Having a Good Time With One‟s Friends The commercial starts with a crazy party when a group of young people drink, dance and have fun while hard rock music is on. It shows up that it is a shooting of a commercial and it takes place on a roof. The director does not seem to be very happy with the performance of the actors. The next cut reveals the whole shooting crew from the roof opposite; there are two young men looking at the shooting, each holding a can of beer. The music changes to a smooth one. As they turn round, they shake their heads unbelievingly. They walk towards their friends who have a cook-out and enjoy themselves in a pleasant, calm way. There is a cool-box full of green beer cans, a barbecue grill; the friends sit or stand and talk, enjoying the pleasant moment of being together.
12 Lexico-Grammatical Analysis: Director: Come on! Gimme some skin! Cut!
Super: The Reality Check. It‟s all about the beer. Heineken Enjoy Heineken Responsibly
Speech Acts Analysis: Director: / Come on / direct / Gimme some skin / direct / Cut / direct
Super: / The Reality Check / assert / It‟s all about the beer / assert / Heineken / assert / Enjoy Heineken Responsibly / direct
2.1.8 Killian’s Irish Red
Source: ESPN, 08/30/03, college football match between the USF Bulls and the Alabama Crimson Tide
Length: 30 seconds
Narrative Structure: Lifestyle / Slice of Life
Contextual Situation: Male World This commercial works with several situations that depict the concept of the world of young independent men. The first situation is initiated by the super Sam, the new bartender. It shows two young men with a concentrated look, sitting at bar. The next cut reveals that they stare at a female blonde bartender who opens two bottles of Killian‟s beer by her belt. She smiles and passes the bottles to the customers. They clink without changing their looks. The super This calls for Killian's appears, there is a detail of beer being poured in a glass. The second situation is introduced by Dinner and show. There are four male friends sitting in a restaurant. There are bottles of Killian‟s in front of them. They watch a belly dancer that dances just for them. The third situation starts with A room with a view. There is a girl on TV, exercising. Four young men watch her stretching her body, and they move their heads in the same direction as her body moves. The same super This calls for Killian's appears. The smoking section introduces the forth situation in which four attractive young girls sit in a restaurant, but none of them is smoking. They laugh and look in one direction that is the direction to the camera, so it looks as if they were smiling at the persuadee. There are bottles of Killian‟s in front of them on the table. Getting dirty is the beginning of the last situation. There is a couple of friends playing American football in a mud and are very dirty. This scene is interrupted by the detail of a bottle of Killian‟s Irish Red and its label and by the beer being poured into a glass. Then the rugby players clink their bottles. The super This calls for Killian's finishes the commercial.
13 Lexico-Grammatical Analysis: Male Voice-Over: Killian‟s Irish Red. Irish in spirit, a step up in taste. This calls for Killian‟s.
Super: SAM, THE NEW BARTENDER THIS CALLS FOR KILLIAN‟S DINNER AND A SHOW A ROOM WITH A VIEW THIS CALLS FOR KILLIAN‟S THE SMOKING SECTION GETTING DIRTY THIS CALLS FOR KILLIAN‟S
Speech Acts Analysis: Male Voice-Over: / Killian‟s Irish Red / assert / Irish in spirit / assert / a step up in taste / assert / This calls for Killian‟s / assert
Super: / SAM, THE NEW BARTENDER / assert / THIS CALLS FOR KILLIAN‟S / assert / DINNER AND A SHOW / assert / A ROOM WITH A VIEW / assert / THIS CALLS FOR KILLIAN‟S / assert / THE SMOKING SECTION / assert / GETTING DIRTY / assert / THIS CALLS FOR KILLIAN‟S / assert
2.1.9 Labatt Blue
Source: VH1, 08/02/03, Ultimate Album – Kiss alive
Length: 30 seconds
Narrative Structure: Lifestyle
Contextual Situation: Hiring a New Bartender The boss has to decide which bartender he will hire. There are two applicants, one is an ordinary human being, the other is a bear, but nobody in the pub, not even the boss seems to be confused by this fact. The human applicant starts performing his bartending art, such as mixing drinks, juggling with bottles, etc., but he is very clumsy (the bottles fall down, he almost catches a fire, etc.). In other words, his performance is not very impressive. Then a pretty young woman comes to the bar and asks for Labatt Blue. At this point, the animal applicant, the bear, enters the competition, opens the bottle and pours it into a glass, smiling and saying Canada‟s finest. The boss is impressed. The commercial finishes with the picture of two women sitting and drinking Labatt Blue. One of them seems to be very excited by watching the bear, the new bartender, that opens several bottles of Labatt Blue in a row in a very short time.
14 Lexico-Grammatical Analysis: Boss: Alright, it‟s between you, guys. The best bartender gets the job. Bear: After you. Bear [reacts to his opponent‟s clumsy performance]: Oop. Bear [reacts to his opponent‟s clumsy performance]: Agh. Bear [reacts to his opponent‟s clumsy performance]: Yeahha. Woman 1: Labatt Blue, please. Bear: I've got this one, hahaha. Canada‟s finest. Woman 1: Thanks. Male Voice-Over: Look up. See blue. Labatt Blue. Woman 2: Is it hot in here or is it just him?
Super: Look Up. See Blue.
Speech Acts Analysis: Boss: / Alright / expr / it‟s between you / assert / guys / direct / The best bartender gets the job / assert Bear: / After you / direct Bear: / Oop / expr / Agh / expr / Yeahha / expr Woman 1: / Labatt Blue / direct / please / expr. Bear: / I've got this one / assert / hahaha / expr / Canada‟s finest / assert Woman 1: / Thanks / expr Male voice-over: / Look up / direct / See blue / direct / Labatt Blue / assert Woman 2: / Is it hot in here / expr / or is it just him? / expr
Super: / Look up/ direct / See blue / direct
2.1.10 Rolling Rock
Source: VH1, 08/02/03, Behind the Music – Aerosmith
Length: 30 seconds
Narrative Structure: Lifestyle
Contextual Situation: On a Dance Floor The first scene depicts the distinctive green pony bottle of Rolling Rock beer. It is twisted around quickly and the slogan keep on rockin' printed on the bottle takes almost the whole screen. The next cut reveals a group of friends having beer in a club. They sit at a table and watch a few girls dancing. One of the girls comes to the male group and wants one of them to go dancing. He doesn‟t want to go but there‟s nothing he can do about it since the girl takes his hand and pulls him on the dance floor. He does not seem to be very happy there, knowing that his friends watch him carefully. To avoid this ridiculous situation, he points to the bottle of beer he holds, indicating that he needs another beer. The girl does not protest. When he turns around, however, there is a female bartender in front of him who passes him
15 two bottles of beer. The whole scene is commented by the secondary participant who is not visible on the screen but who uses the prosodic qualities of TV documentaries commentators‟.
Lexico-Grammatical Analysis: Commentator: A female has lured a male into a foreign territory, the dance floor. Dance poorly and she‟ll find him inadequate. Dance too well and he‟ll raise suspicions amongst the pack. Instinctively he tries to escape … or maybe not. Female Bartender: It‟s from your friends. Man: Nice. Male Voice-Over: Rolling Rock beer. Grab a rock.
Super: Rolling Rock Keep on rockin‟
Speech Acts Analysis: Commentator: / A female has lured a male into a foreign territory / assert / the dance floor / assert / Dance poorly / assert / and she‟ll find him inadequate / assert / Dance too well / assert / and he‟ll raise suspicions amongst the pack / assert / Instinctively he tries to escape / assert / or maybe not / assert. Female Bartender: / It‟s from your friends / assert. Man: / Nice / expr Male Voice-Over: / Rolling Rock beer / assert / Grab a rock / direct.
Super: / Rolling Rock / assert / Keep on rockin‟ / direct
2.2 Soft Drinks Subfield This subfield includes commercials that promote non-alcoholic products. Besides a bottled water, fizzy drinks and a number of juices, Neslté Nesquik products and a nutritious shake can be found here. Consequently, the commercials address various target groups.
2.2.1 Aquafina
Source: VH1, 08/02/03, Ultimate Album – Kiss Alive
Length: 30 seconds
Narrative Structure: Lifestyle / Presenter
Contextual Situation: Enjoying Moments of Natural Purity The commercial depicts five moments that are somehow connected with the natural purity. The secondary participants enjoy the moments for their uniqueness. It is black and white commercial, only the product being advertised and the super that follows each scene are presented in colors. There is no music, just the natural sounds of wind, rain, snow, water, and of silence. In the first scene, there is a young girl hanging the white sheets. It is so windy that the sheets as well as the girl‟s hair blow in the wind. The next scene reveals a heavy rain
16 falling down; there is a man standing and stretching his arms upwards, his head tilts back. The next scene shows snow falling down, a girl is in the similar position as the man in the previous scene. In the scene number four, a young lady sits on a pier of a lake; she opens the bottle of Aqufina, and starts drinking. The male voice-over enters. The last scene presents a mother and her son who swings on a big tire above water. He laughs as he touches the water. Then the bottle of Aquafine appears on a white background, moving slowly from the left side to the center of the screen. A drop falls down on the bottle, the image changes into the company logo with the super under it. It is accompanied by the male voice-over. The commercial finishes with a man jumping into the lake, whooping.
Lexico-Grammatical Analysis: Male Voice-Over: The best things in life are pure. Aquafina. Purity guaranteed.
Super: summer breezes the smell of rain the taste of snow the sound of silence AQUAFINA Purity Guaranteed
Speech Acts Analysis: Male Voice-Over: / The best things in life are pure / assert / Aquafina / assert / Purity guaranteed / assert Super: / summer breezes / assert / the smell of rain / assert / the taste of snow / assert / the sound of silence / assert / AQUAFINA / assert / Purity Guaranteed / assert
2.2.2 dnL
Source: Cartoon Network, 08/08/03, Dexter‟s Laboratory
Length: 15 seconds
Narrative Structure: Slice of Life
Contextual Situation: Giving Away Free dnL The commercial starts with a scene that takes place on a busy street. There is a leprechaun dressed in green. He has a green wagon full of dnL bottles and there is a poster on the wagon saying try dnL. The leprechaun holds two bottles of dnL in each hand, dancing and offering free dnL. We can see him, his wagon and people‟s legs as they walk along. Suddenly somebody stops at the leprechaun‟s wagon and asks if he is the one offering free dnL. The leprechaun seems a little bit irritated since it is obvious it is him who offers dnL for free. The
17 commercial finishes with a detail on the young man drinking dnL. The male voice-over provides a commentary; the logo and the super appear on the screen as well.
Lexico-Grammatical Analysis: Leprechaun: Get your dnL! Free dnL! Young Man: Hey, you‟re the guy giving away the dnL? Leprechaun: No, lad. That would be the other leprechaun with a green wagon full of dnL. Who wants dnL? Male Voice-Over: dnL. With the powerful boost of green. From the makers of 7Up.
Super: dnL BELIEVE IN GREEN
Speech Acts Analysis: Leprechaun: / Get your dnL! / direct/ Free dnL! / direct Young Man: / Hey / direct / you‟re the guy giving away the dnL / assert Leprechaun: / No / assert / lad / expr / That would be the other leprechaun with a green wagon full of dnL / assert / Who wants dnL? / assert Male Voice-Over: / dnL / assert / With the powerful boost of green / assert / From the makers of 7Up / assert
Super: / dnL / assert / BELIEVE IN GREEN / direct
2.2.3 Ensure
Source: The Weather Channel, 10/11/05, PM Edition
Length: 15 seconds
Narrative Structure: Presenter / Lifestyle
Contextual Situation: Wrong Eating Habits The first half of the commercial depicts three examples of grown-ups‟ wrong eating habits, the second half offers the solution. The female voice-over provides a commentary for both parts. The three examples are as follows. The first scene shows two ladies sitting in a restaurant. They have already finished their meals; however, one of them has still got side of peas on her plate. Her expression reveals that she is definitely not going to eat it. The other scene provides a breakfast scene in one‟s household. The father dressed in suit comes into the kitchen holding a newspaper. He goes straight to the cupboard, picks up his big mug of coffee and takes a gulp of it. When he turns round, his children sit at the table eating regular breakfast. They seem to be quite disappointed that they have to have breakfast, while their father does not even bother to sit down. The last scene of the first half shows a mother that watches a soccer match. As she spots a box of donuts that is on the table near her, she grabs one donut and eats it furtively.
18 The second half of the commercial shows the characters of the first half but this time they drink Ensure, the product being advertised. The female voice-over provides information about the product. The commercial is finished by a picture of five Ensure products of various flavors.
Lexico-Grammatical Analysis: Female Voice-Over: Wanna know a secret? Some grown-ups don‟t eat all the vegetables. Some adults don‟t start the day with breakfast. And there are even some other wise intelligent people who don‟t know eat right. For all of you, there‟s Ensure. Complete balanced nutrition shake shouted with food energy and twenty-four vitamins and minerals. So if you don‟t know eat right you can still eat smart drinking Ensure in five irresistible flavors. It‟s nutrition for a healthier you.
Super: Nutrition for a Healthier You
Speech Acts Analysis: Female Voice-Over: / Wanna know a secret? / assert / Some grown-ups don‟t eat all the vegetables / assert / Some adults don‟t start the day with breakfast / assert / And there are even some other wise intelligent people / assert / who don‟t know eat right / assert / For all of you there‟s Ensure / assert / Complete balanced nutrition shake shouted with food energy and twenty-four vitamins and minerals / assert / So if you don‟t know eat right / assert / you can still eat smart / assert / drinking Ensure in five irresistible flavors / assert / It‟s nutrition for a healthier you / assert
Super: / Nutrition for a Healthier You / assert
2.2.4 Florida’s Natural Premium Orange Juice
Source: The Weather Channel, 10/11/05, PM Edition
Length: 15 seconds
Narrative Structure: Slice of Life
Contextual Situation: In a Supermarket The commercial starts with a scene in which a lady tries to reach something on the highest shelf of the juice section in a supermarket. The next shot depicts another lady who does the same, and in the following scene, there are even four people buried into the shelves of the juice section. The next shot reveals what they try to reach. The setting takes us to an orange grove where the workers carry boxes full of Florida‟s Natural Premium Orange Juice and pass them to the hands that stick out of the trees. The male voice-over starts his contribution. The workers try to do their best to give every hand what it searches for. The next shot shows the two ladies from the beginning of the commercial; now they are putting the product being advertised into their carts, smiling. The workers have a rest after the rush. One of them sits down when a hand taps on his shoulder. The commercial finishes with a close-up on a shopping cart that carries a small poster in which a hand in a garden glove passes a
19 carton of Florida‟s Natural Premium Orange Juice to a bare hand, obviously a hand of a customer.
Lexico-Grammatical Analysis: Male Voice-Over: Florida‟s Natural Premium Orange Juice is made just from our fresh oranges, not from concentrate. We‟re on the land, the trees and the company. It‟s as close to the grove as you can get.
Speech Acts Analysis: Male Voice-Over: / Florida‟s Natural Premium Orange Juice is made just from our fresh oranges / assert / not from concentrate / assert / We‟re on the land / assert / the trees and the company / assert / It‟s as close to the grove as you can get / assert
2.2.5 Nestlé Nesquik
Source: Cartoon Network, 08/08/03, Codename: Kids Next Door
Length: 15 seconds
Narrative Structure: Slice of Life / Presenter / Phantasy
Contextual Situation: Mother-Offspring Relationship There are three different scenes that present a mother at the position of the parent that has to rectify her children‟s needs and wishes. These three scenes precede the concluding scenes in which the mother and her children find agreement on what the children want. The first scene shows the daughter wearing a ballet skirt, flippers, schnorkel and gloves. She is ready to go out, but the rest of the family wears rain coat since it is raining outside. Therefore, the mother has to oppose her daughter. In the scene that follows, the daughter and son play the veterinary doctors with a dog in their room. Their mother does not agree with this. The next scene shows the mother and the children in a supermarket. The children want to buy junk food but the mother disagrees again. The turning point comes when the Nesquik bunny on the box of Nestlé product addresses the children. The daughter takes the box out of the shelf and shows it to her mother. The mother smiles and agrees on buying it. The next shot reveals a close-up on the Nestlé product saying that it helps build strong bones. Here, the female voice-over starts. The next scene takes place in the kitchen where the mother and the children prepare Nestlé Nesquik chocolate drink. As the mother stirs the liquid inside a glass, its essential nutritious ingredients are superimposed on the whirlpool. Then they all enjoy their drinks sitting at the round table. The commercial finishes with Nestlé Nesquik products on the table, the Nestlé bunny steps out of the box and sucks up the drink.
Lexico-Grammatical Analysis: Daughter: I‟m ready. Mother: I don‟t think so. Mother: No way Mother: No, honey. Nesquik Bunny: Hey! Mother: Oh, Nesquik.
20 Female Voice-Over: Moms and kids agree on Nesquik. Kids love the taste, you love it‟s fortified to help build strong bones. Nestlé Nesquik. Kid delicious. Mom nutritious.
Super: extra calcium vitamin C essential vitamins & minerals nesquik.com Kid delicious. Mom nutritious.
Speech Acts Analysis: Daughter: / I‟m ready / assert. Mother: / I don‟t think so / expr. Mother: / No way / direct Mother: / No / direct / honey / expr. Nesquik Bunny: / Hey / direct Mother: / Oh Nesquik / expr Female Voice-Over: / Moms and kids agree on Nesquik / assert / Kids love the taste / assert / you love it‟s fortified / assert / to help build strong bones / assert / Nestlé Nesquik / assert / Kid delicious / assert / Mom nutritious / assert
Super: / extra calcium / assert / vitamin C / assert / / essential vitamins & minerals / assert / nesquik.com / assert / Kid delicious / assert / Mom nutritious / assert
2.2.6 Pepsi Vanilla
Source: FX, 08/23/03, When Animals Attack
Length: 30 seconds
Narrative Structure: Lifestyle
Contextual Situation: Drivers of Competing Companies Waiting at the Traffic Lights The commercial begins with a picture of a crossroad in a city. The red Vanilla Coke truck is already standing at the red light, while the blue Pepsi Vanilla truck comes and stops. While they wait for the green light, the drivers greet each other smiling. The Coke driver turns up the music he listens to, the Pepsi one nods, opens a bottle of Pepsi Vanilla, takes a sip and then reaches a switch on his dashboard to start the sound system hidden in his truck. The music changes from smooth rock to hip hop, people on the street turn their heads, some of them start dancing. The Pepsi truck starts jumping. The male voice-over introduces the product being advertised. As the Pepsi truck leaves, the Coke driver watches him leaving, providing his opinion. The commercial finishes with a scene in which the red truck still waits on the crossroad, the blue one keeps going and people look at the leaving truck.
21 Lexico-Grammatical Analysis: Male Voice-Over: There‟s a new vanilla in town. Introducing Pepsi Vanilla. The perfect blend of cola and vanilla. Coke Driver: That was awesome. Male Voice-Over: That‟s not so vanilla.
Super: THE NOT-SO-VANILLA VANILLA.
Speech Acts Analysis: Male Voice-Over: / There‟s a new vanilla in town / assert / Introducing Pepsi Vanilla / assert / The perfect blend of cola and vanilla / assert Coke Driver: / That was awesome / expr Male Voice-Over: / That‟s not so vanilla / assert
Super: / THE NOT-SO-VANILLA VANILLA / assert
2.2.7 Starbucks DoubleShot Espresso Drink
Source: VH1, 08/02/03, Ultimate Album – Kiss Alive
Length: 30 seconds
Narrative Structure: Lifestyle
Contextual Situation: Aversion to Go to Work A young man in pajamas sits in his living room, watching TV and having breakfast. The TV commentator announces the day and the time to go to work and then informs about the traffic. Suddenly, the young man turns his head and there is his suit with shirt and tie on a hanger, ready to make the young man put it on and go to work. A dramatic Spanish music starts. It does not seem to be the first time the suit insists on being put on, since the young man shakes his head, put the bowl of cereals on the coffee table in front of him and the chase starts. The young man tries to escape and get rid of the suit. He throws a teaspoon, hits the hanger‟s hook and runs away. The young man tries to hide in bed but the suit finds him, takes the blankets off and catches the young man‟s leg. He manages to kick it away to the bath and runs into the kitchen. The suit gets off the bath and follows him into the kitchen. The young man waits and when the suit approaches, he opens the fridge door. The suit hits it and falls down unconscious. The young man looks into the fridge. There is nothing else but a row of cans of Starbucks DoubleShot Espresso. As he drinks, the male voice-over introduces the product. Then the young man leaves for his work, wearing the suit. The commercial finishes with a can of the advertised drink and the super.
Lexico-Grammatical Analysis: Male Voice-Over: Starbucks DoubleShot Espresso Drink is an invigorating blend of espresso and cream to help you take on your day.
22 Super: BRING ON THE DAY
Speech Acts Analysis: Male Voice-Over: / Starbucks DoubleShot Espresso Drink is an invigorating blend of espresso and cream / assert / to help you take on your day / assert
Super: / BRING ON THE DAY / direct
2.2.8 Sierra Mist
Source: FX, 08/23/03, When Animals Attack
Length: 30 seconds
Narrative Structure: Lifestyle
Contextual Situation: Getting Refreshed on a Scorching Day The commercial starts with a scene which shows two Afro-American elderly men sitting on a street, one of them wipes the sweat off his forehead. There is a young Afro- American that walks along the street with his tiny little dog. The man is also hot, so he also wipes his forehead. The dog stops at hydrant and turns his head back to his master. He encourages the dog to go ahead what it intends to do. As the dog lifts up its back leg, the first assumption is that it wants to pee. Surprisingly, it hits the hydrant and a sudden splash of water gets out of it. The splash hits the young man and his dog and throws them to away. As they land on the pavement, the man smiles and praises his pet. The next shot focuses on the label of the bottle of Sierra Mist on a blue background and the male voice-over introduces the product. A hand takes the bottle and the young Afro-American starts drinking it. Taking a large gulp relieves the man‟s discomfort. The bottle appears again on the screen, this time together with the super. The commercial finishes with the two Afro-Americans who are still sitting on the street. One of them fans himself with his hat, the other looks in the direction in which the young man leaves and expresses his wish to be near that dog.
Lexico-Grammatical Analysis: Young Man: C‟mon, c‟mon, c‟mon. Good dog, yeah. Male Voice-Over: It‟s kinda like that. Sierra Mist. Taste one shockingly refreshing lemon- lime. Old Man: I got to get near the dog like that.
Super: Shockingly Refreshing from the makers of PEPSI
23 Speech Acts Analysis: Young Man: / C‟mon / direct / c‟mon / direct / c‟mon / direct / Good dog / expr / yeah / expr Male Voice-Over: / It‟s kinda like that / assert / Sierra Mist / assert / Taste one shockingly refreshing lemon-lime / direct Old Man: / I got to get near the dog like that / expr
Super: / Shockingly Refreshing / assert / from the makers of PEPSI / assert
2.2.9 Simply Orange
Source: Discovery Channel, 08/20/03, Home Matters
Length: 15 seconds
Narrative Structure: Presenter / Phantasy
Contextual Situation: Wishing Good Night The opening shot depicts oranges on the tree at the nighttime. It is quiet; we can only hear the night insects chirping. A male voice off the screen starts talking to the oranges, wishing them good night. A firefly appears and as it flies along the fruits, it illuminates the individual oranges. Camera stops at a single fruit, the nighttime changes to the daytime. The voice turns to the persuadee, appealing him or her to try the product being advertised. At the same moment, the next scene reveals a close-up of a label of a bottle that carries the name of the product. The commercial finishes with a shot of an orange on the tree, a glass of juice and the original bottle full of the product being advertised. As the voice-over says his last utterance, a drop falls down from the orange and we can hear a bird singing.
Lexico-Grammatical Analysis: Male Secondary Participant: Good night, oranges. Sleep well, „cause no one here will ever flavor, freeze or concentrate you. Male Voice-Over: Unsweetened dreams. Discover Simply Orange. Simply unfooled around with.
Super: Simply unfooled around with* *gently pasteurized
Speech Acts Analysis: Male Secondary Participant: / Good night / direct/ oranges / direct / Sleep well / direct / „cos no one here will ever flavor / commis / freeze / commis /or concentrate you / commis / Unsweetened dreams / direct Male Voice-Over: / Discover Simply Orange / direct / Simply unfooled around with / assert
24 Super: / Simply unfooled around with* / assert / *gently pasteurized / assert
2.2.10 V8
Source: The Weather Channel, 10/11/05, PM Edition
Length: 30 seconds
Narrative Structure: Presenter / Phantasy
Contextual Situation: Fairy-Tale It is an animated commercial that starts with several vegetables eddying in a swirl above the ground. The male voice-over starts, narrating the story of the product being advertised. As the vegetables reach the highest speed, they merged into one fruit and dive into the ground. The sun rises and the bottle of V8 sticks out of the ground. A hand pulls it out and a young man drinks up the whole bottle. He looks directly into the camera and shows the top of the bottle that carries V8. He spins the top and as it rotates, it changes into a wheel of a bicycle. The next shot reveals several bikers riding along a street of a city. The first one lifts up his arms as the winners do when reaching the finish, so the arms make a letter V. The camera goes on focusing on the arms until it merges into the V on the label of the bottle. The next shot shows the bottle with the label V8 that slowly rises up from the ground. The super appears on the left side of the bottle.
Lexico-Grammatical Analysis: Male Voice-Over: Long ago, nature had this big idea – bring eight vegetables together into a single bottle. This powerful source of vitamins and minerals awakened our bodies, inspired our minds, helping us even today to evolve and improve a juice so alive with vegetable nutrition. It changes how we live and how we thrive. V8 one hundred percent vegetable juice. Don‟t just live, thrive.
Super: Don‟t just live, Thriv8e.
Speech Acts Analysis: Male Voice-Over: / Long ago nature had this big idea / assert / bring eight vegetables together into a single bottle / assert / This powerful source of vitamins and minerals awakened our bodies / assert / inspired our minds / assert / helping us even today / assert / to evolve / assert / and improve a juice so alive with vegetable nutrition / assert / It changes / assert / how we live / assert /and how we thrive / assert / V8 one hundred percent vegetable juice / assert / Don‟t just live / direct / thrive / direct
Super: / Don‟t just live / direct / Thriv8e / direct
25 3 Food Products Field This field is divided into the Fast Food Subfield and the Pre-Packaged Food Subfield.
3.1 Fast Food Subfield The commercials of this subfield present either a special menu-offer or they enhance the image of the fast food establishment. Even though some of the commercials do not promote a typical burger joint but a restaurant, the subfield is called Fast Food due to the prevailing fast food chains.
3.1.1 Applebees’ All you Can Eat Rib Tips
Source: ESPN, 08/30/03, college football match between the USF Bulls and the Alabama Crimson Tide
Length: 15 seconds
Narrative Structure: Product Demonstration
Contextual Situation: Eating Rib Tips The commercial starts with the song I like it, I love it and with the detail on Applebee‟s logo on the grill. There are several pieces of ribs on the grill on which a honey- like sauce is being poured. The next scene reveals a detail of a feather-brush that greases a rib on the grill; the super All You Can Eat Rib Tips and Applebee‟s logo occupy the center of the screen. The following several shots still focus on the pieces of ribs being gently grilled until they are put into a basket together with French fries. The next shot pictures a beer in a plastic cup with Applebee‟s logo. It is taken away and there is a plate of the prepared dish. The next shot shows a young Afro-American lady eating a rib. This picture is followed by a close-up of a young white man‟s face eating a rib, the super Offer Ends SOON pops up in the right bottom corner. The following shot depicts the plate from which another rib is taken away, while a pair of tongs put some more ribs on it synchronically when the lyrics go I want some more of it. The super All You Can Eat Rib Tips and Applebee‟s logo take the center of the screen. The commercial is finished with the Afro-American lady licking her fingers and smiling. The picture of her closes up is changed by a twist of the apple, the Applebee‟s logo appears on the black background together with the slogan Eatin‟ good in the neighborhood.
Lexico-Grammatical Analysis: Male Voice-Over (Lyrics): I like it, I love it, I want some more of it. Don‟t know how they do it down at Applebee‟s but I like it, I love it, I want some more of it. Eatin‟ good in the neighborhood.
Super: All You can EAT RIB TIPS Offer Ends SOON All You can EAT RIB TIPS Eatin‟ good in the neighborhood
26 Speech Acts Analysis: Male Voice-Over (Lyrics): / I like it / expr / I love it / expr / I want some more of it / expr / Don‟t know / assert / how they do it down at Applebee‟s / assert / but I like it / expr / I love it / expr / I want some more of it / expr / Eatin‟ good in the neighborhood / assert
Super: / All You can EAT RIB TIPS / assert / Offer Ends SOON / assert / All You can EAT RIB TIPS / assert / Eatin‟ good in the neighborhood / assert
3.1.2 Arby’s French Dip
Source: E!, 10/15/05, Filthy Rich Cattle Drive
Length: 30 seconds
Narrative Structure: Slice of Life / Product Demonstration
Contextual Situation: Inviting Colleagues for Lunch The commercial starts with a shot of an open-spaced office. Everybody is busy working; we can here the working noise, telephone ringing, etc. A young employee enters the scene with the Arby‟s logo above his head. As he says I was thinking about getting a French Dip everybody stops working, as if everybody got stuck, only the phones keep ringing. The Arby‟s logo appears above everybody‟s head. The next shot reveals the young employee who seems to be quite surprised by what he sees and thus evaluates the situation, saying Wow, we‟re going to need two cars. The office situation is replaced by the details of Arby‟s French Dip sandwich on a white background. There is also a small bowl with the dip. The picture is accompanied by the super Arby‟s French Dip in the right-upper corner and At participating Arby‟s restaurants for a limited time at the bottom of the screen. The male voice-over enters. The following shot focuses on slices of ham being put on the sandwich by a pair of tongs, then the sandwich is dipped into the dark sauce and the picture of the whole sandwich with the small bowl appear, accompanied by the super. The commercial finishes with Arby‟s distinctive logo and the slogan I‟m thinking Arby‟s above it on the white background.
Lexico-Grammatical Analysis: Young Man: Er, I was thinking about getting a French Dip? [there is no verbal response, just the Arby‟s distinctive logo appears above everybody‟s head] Young Man: Wow, we‟re going to need two cars. Male Voice-Over: Arby‟s French Dip is sure to be on a lot of minds. We‟re talking Arby‟s signature freshly sliced oven-roasted beef on a toasted French roll along with a side of hot savory au jus for dipping. It‟ll have your mouth watering and it‟ll have you saying “I‟m thinking Arby‟s”.
Super: Arby‟s French Dip At participating Arby‟s restaurants for a limited time. Arby‟s French Dip
27 I‟m thinking Arby‟s
Speech Acts Analysis: Young Man: / Er / expr / I was thinking about getting a French Dip? / expr [there is no verbal response, just the Arby‟s distinctive logo appears above everybody‟s head] expr Man: / Wow / expr / we‟re going to need two cars / assert Male Voice-Over: / Arby‟s French Dip is sure to be on a lot of minds / assert / We‟re talking Arby‟s signature freshly sliced oven-roasted beef on a toasted French roll along with a side of hot savory au jus for dipping / assert / It‟ll have your mouth watering / commis / and it‟ll have you saying / commis / I‟m thinking Arby‟s / expr
Super: / Arby‟s French Dip / assert / At participating Arby‟s restaurants for a limited time / assert / Arby‟s French Dip / assert / I‟m thinking Arby‟s / assert
3.1.3 Arby’s New Five-Star Club
Source: VH1, 08/02/03, Ultimate Album – Kiss Alive
Length: 30 seconds
Narrative Structure: Slice of Life / Product Demonstration
Contextual Situation: In-Work Chat The commercial starts with a scene in an Arby‟s kitchen where two uniformed employees prepare sandwiches. There is the Oven Mate, a humanized kitchen mitten, that watches the man and woman working. Since the Oven Mate has got only eyes and mouth, the man asks it how it can smell something without a nose. The Oven Mate pretends to be sure that it has a nose but when it looks at a reflecting surface of a silver toaster, it realizes it really has got no nose and starts to panic. The female voice-over enters. It accompanies the detailed pictures of a sandwich. The super New Five-star club and Market Fresh and Arby‟s logo are on the bottom part of the screen. The next picture focuses on slices of ham and cheeses that fall down on the sandwich. A very small super At participating Arby‟s restaurants for a limited time replaces the preceding one, the logo remains. A detail of the whole sandwich follows. Back to the restaurant kitchen, the same employees talk to the Oven Mate that is hung up on the wall. The man praises its nose. The next shot reveals that the Oven Mate has not only a new nose with a funny moustache but it has also got a pair of glasses with bushy eyebrows. The woman asks how it is possible that the glasses stay on if the Oven Mate does not have any ears. It seems to be surprised about this fact, so the same reaction follows: it starts screaming that it has not got any ears. While it screams, the scene reveals the front desk of the fast food counter. The customers as well as the employees are shocked. The kitchen scene is replaced by the detailed picture of the new sandwich, the female voice-over repeats the utterances, the same super New Five-star club and Market Fresh and Arby‟s logo are located at the bottom. The commercial finishes with a picture of Oven Mate without the nose and glasses, just with its eyes and mouth. It twists around and changes into Arby‟s distinctive
28 logo accompanied by the slogan What are you eating today?, which is also uttered by a male voice-over.
Lexico-Grammatical Analysis: Oven Mate: Ah, I love the smell of this new sandwich. Male Employee: Oven Mate, how is it you can smell when you don‟t have a nose? Oven Mate: What do you mean I don‟t have a ... What! Where did it go? Aargh!! Female Voice-Over: Arby‟s new Market Fresh Five-Star Club upon roasted turkey and ham plus two cheeses on new Arby‟s white bread. Male employee: Nice nose, Oven Mate. Oven Mate: Thanks. Female Employee: But how do the glasses stay on if you don‟t have any ears? Oven Mate: I don‟t have any ... I don‟t have any ears! Female Voice-Over: Arby‟s new fresh Five-Star Club. Male Voice-Over: What are you eating today?
Super: Arby‟s NEW Five-Star Club Market Fresh At participating Arby‟s restaurants for a limited time. Arby‟s NEW Five-Star Club Market Fresh What are you eating today?
Speech Acts Analysis: Oven Mate: / Ah / expr / I love the smell of this new sandwich / expr Male Employee: / Oven Mate / direct / how is it you can smell /assert / when you don‟t have the nose? / assert Oven Mate: / What do you mean I don‟t have a / expr / What! / expr / Where did it go? / expr / Aargh!! / expr Female Voice-Over: / Arby‟s new market fresh five-star-club upon roasted turkey and ham plus two cheeses on new Arby‟s white bread / assert Male Employee: / Nice nose / expr / Oven Mate / direct Oven Mate: / Thanks / expr Female Employee: / But how do the glasses stay on / assert / if you don‟t have any ears? / assert Oven Mate: / I don‟t have any / expr / I don‟t have any ears! / expr Female Voice-Over: / Arby‟s new fresh five-star-club / assert. Male Voice-Over: / What are you eating today? / assert
Super: / Arby‟s NEW Five-Star Club / assert / Market Fresh / assert / At participating Arby‟s restaurants for a limited time / assert / Arby‟s NEW Five-Star Club / assert / Market Fresh / assert / What are you eating today? / assert
29 3.1.4 Friendly’s
Source: NESN, 11/20/05, ice-hockey Boston Bruins vs. New York Rangers
Length: 30 seconds
Narrative Structure: Slice of Life / Product Demonstration
Contextual Situation: Father and Son Enjoying Time Together The commercial starts with a small boy running across the living room, then he hides behind the door. The next shot reveals his father who has just arrived home from work. He wears trousers, a shirt and a tie, and he carries a suitcase. He puts the keys on the small table below the mirror in the entrance hall. The next scene shows just the details of the boy‟s feet running, then he looks from behind the other door, smiling. The father enters the living room and looks for his son who is behind an armchair. When they look at each other, the male voice-over starts with the question Looking for something special? The son runs towards his father who lifts him up. The following scene pictures a Friendly‟s restaurant from outside. The next picture shows a fudge sundae topped with a whipped cream and a cherry and the super FREE SUNDAE in the left-upper corner. There is also a hardly legible super Happy Ending size sundae. At participating restaurants. For a limited time. This scene is followed by the picture of the whole dish, including appetizer, main course and dessert. As the voice- over appeals to try the Southwestern BBQ Sirloin steak, the detail of this dish is offered and it is accompanied by the super Southwest BBQ Sirloin Steak in the square located in the right- bottom corner. It is replaced by the detail of a grilled chicken breasts topped with a slice of cheese and pineapple. The super Grilled TERIYAKI Chicken appears in the square in the left- bottom corner. The shot with the fudge sundae appears again. The sundae is put on the table. FREE SUNDAE super appears in the right-bottom corner. The scene where the whole dish is offered follows next. The commercial finishes with the shot where the father and son enjoy the hot fudge sundae. The son takes a bit of the whipped cream of his father‟s dessert, smiling. The father pretends to be angry a little bit but he starts smiling and put his arm around his son‟s shoulder. The super you & me and the distinctive logo Friendly‟s appear in the right- bottom corner.
Lexico-Grammatical Analysis: Male Voice-Over: Looking for something special? Then come out wherever you are and get to Friendly‟s for a deal you won‟t find anywhere else. It‟s a free hot fudge Sundae with any of Friendly‟s comforts of home entrees. Try out our new Southwest BBQ Sirloin Steak or new grilled teriyaki chicken, all with a free hot fudge Sundae. Come in and find what you‟ve been looking for. Something special that‟s perfect together. You and me and Friendly‟s.
Super: FREE SUNDAE Happy Ending size sundae. At participating restaurants. For a limited time Southwest BBQ Sirloin Steak Grilled TERIYAKI Chicken FREE SUNDAE you & Me & Friendly‟s
30 Speech Acts Analysis: Male Voice-Over: / Looking for something special? / assert / Then come out / direct / wherever you are / assert / and get to Friendly‟s for a deal / direct / you won‟t find anywhere else / commis / It‟s a free hot fudge Sundae with any of Friendly‟s comforts of home entrees / assert / Try out our new Southwest BBQ Sirloin Steak or new grilled teriyaki chicken / direct / all with a free hot fudge Sundae / assert / Come in / direct / and find / direct / what you‟ve been looking for / assert / Something special that‟s perfect together / assert / You and me and Friendly‟s / expr
Super: / FREE SUNDAE / assert / Happy Ending size sundae / assert / At participating restaurants / assert / For a limited time / assert / Southwest BBQ Sirloin Steak / assert / Grilled TERIYAKI Chicken / assert / FREE SUNDAE / assert / you & Me & Friendly‟s / assert
3.1.5 Friday’s
Source: E!, 10/15/05, Sexy Angel – Cameron Diaz
Length: 30 seconds
Narrative Structure: Slice of Life / Product Demonstration
Contextual Situation: Taking an Order in a Restaurant The commercial starts with a scene in a restaurant. The shot is taken from outside, through the large window, we can see the customers sitting inside and a waiter that approaches one of the tables saying Hey guys. The next shot is from indoors, four friends are just about to order. One of them cannot decide whether to order wild or mild menu. The waiter starts asking him questions like in a quiz or in an association game. The camera switches between the details of the customer and the waiter according to whose turn it is. The situation is finished by the picture of the waiter standing at the table and advising to go wild. The restaurant situation is replaced by the super on a dark red background. The super says NEW WILD & MILD and 3-COURSE MENU $ 12.99 between the words WILD and MILD. The male voice-over starts here. The next pictures show plates with dishes and desserts accompanied by a hardly legible super about the limited time. As the voice-over appeals to choose between several courses, the detailed pictures of a nacho being dipped into a sauce and a fork picking up a bit of meat and a fork cutting a bit off a wedge of a cake follow. The picture of the plates with the main course, appetizer and dessert comes next; an animated ribbon flies over the screen bringing the super New 3-course menu $ 12.99 ENDS SOON. The next shot carries the same dark red background and the super EVERYONE COULD USE MORE FRIDAY‟S in different fonts accompanied by Friday‟s logo and web page. The end of the commercial takes us back to the restaurant; the waiter approaches the table with the plates asking who wears tighty-whiteys. One of the friends puts his hand up without a word.
31 Lexico-Grammatical Analysis: Waiter: Hey guys, ready to order? Customer: I can‟t decide. Shall I go with the wild or the mild three-course menu? Waiter: It depends. Do you wear tighty-whiteys? Customer: Box or briefs? Waiter: Paper or plastic? Customer: Paper. Waiter: Wallet or man pursue? Customer: Wallet. Waiter: Brunets or redheads? Customer: Yes. Waiter: Hey diddle diddle, Customer: The cat and the fiddle Waiter: The cow jumped over the moon. I‟d go wild. That‟s just me, I‟m wild. Male Voice-Over: Go Wild or Mild with Friday‟s new three-course menu. Choose from six appetizers, twelve entrees and two desserts offered just twelve ninety-nine. Everyone could use more Friday‟s. Waiter: Now, who wears the tighty-whiteys?
Super: NEW WILD 3-COURSE MENU $12.99 & MILD For a limited time. Participating may vary and Friday‟s Inc. copyrights NEW 3-COURSE MENU $12. 99 ENDING SOON EVERYONE COULD USE MORE FRIDAY„S. FRIDAYS fridays.com
Speech Acts Analysis: Waiter: / Hey guys / direct / ready to order? / assert Customer: / I can‟t decide / expr / Shall I go with the wild or the mild three-course menu? / assert Waiter: / It depends / assert / Do you wear tighty-whiteys? / assert Customer: / Box or briefs? / assert Waiter: / Paper or plastic? / assert Customer: / Paper / assert Waiter: / Wallet or man pursue? / assert Customer: / Wallet / assert Waiter: / Brunets or redheads? / assert Customer: / Yes / expr Waiter: / Hey diddle diddle / direct, Customer: / The cat and the fiddle / assert. Waiter: / The cow jumped over the moon / assert / I‟d go wild / expr / That‟s just me / expr / I‟m wild / expr Male Voice-Over: / Go wild or mild with Friday‟s new three-course menu/ direct / Choose from six appetizers, twelve entrees and two desserts / direct / offered just twelve ninety-nine / assert / Everyone could use more Friday‟s / expr Waiter: / Now / direct / who wears the tighty-whiteys? /assert
32 Super: / NEW WILD 3-COURSE MENU $12.99 & MILD / assert / For a limited time / assert / Participating may vary / assert / and Friday‟s Inc. copyrights / assert / NEW 3-COURSE MENU $12. 99 ENDING SOON / assert / EVERYONE COULD USE MORE FRIDAY„S / assert / FRIDAYS / assert
3.1.6 Olive Garden
Source: ESPN, 08/30/05, college football match between the USF Bulls and the Alabama Crimson Tide
Length: 15 seconds
Narrative Structure: Slice of Life / Product Demonstration
Contextual Situation: Deciding What to Order in a Restaurant The commercial starts with a scene in which four male friends sit in a restaurant eating a soup. One of them asks about his companions‟ choices of Never-Ending Pasta Bowl. Two of them reply; one offers the dishes while the other adds the sauces. As they take turns in the verbal action, the camera switches between their faces. After three turn-taking pairs, the man that starts the conversation asks whether they have played tennis today. The scene that follows depicts a dipper pouring sauce on a pasta plate. The male voice-over enters and the super Never –Ending Pasta Bowl $ 7.95 appears. In the next shot, there is a white sauce being poured onto another pasta type. The super remains the same in the upper part of the screen but accompanied by the super For a Short Time at the bottom of the screen. Another sauce is poured onto another pasta bowl. This picture is multiplied into nine small pictures with various pastas and sauces with the same super informing about the name and price of the offer. The commercial finishes with the Olive Garden logo on a sandy background and with the super When you‟re here, you‟re Family. We can hear the friends laughing.
Lexico-Grammatical Analysis: Man 1: Hey, which Never-Ending Pasta did you guys get? Man 2: Penny. Man 3: With Alfredo sauce? Man 2: Spaghetti. Man 3: With the meat sauce? Man 2: Fetuccini. Man 3: With Pesto? Man 1: You guys play tennis today? Male Voice-Over: Olive Garden Never-Ending Pasta Bowl just seven ninety-five. Pick one combination of sauce and pasta, then another. Have all you want! Man 2: Wonderful.
Super: Never-Ending Pasta Bowl $ 7.95 For a Short Time
33 Never-Ending Pasta Bowl $ 7.95 Olive Garden Italian Restaurant When you‟re here, you‟re Family.
Speech Acts Analysis: Man 1: / Hey / direct / which never-ending pasta did you guys get? / assert Man 2: / Penny / assert Man 3: / With Alfredo sauce? / assert Man 2: / Spaghetti/ assert Man 3: / With the meat sauce? / assert Man 2: / Fetuccini / assert Man 3: / With Pesto? / assert Man 1: / You guys play tennis today? / assert Male Voice-Over: / Olive Garden Never-ending Pasta Bowl just seven ninety-five / assert / Pick one combination of sauce and pasta then another / direct / Have all / direct / you want / assert Man 2: / Wonderful /expr
Super: / Never-Ending Pasta Bowl $ 7.95 / assert / For a Short Time / assert / Never-Ending Pasta Bowl $ 7.95 / assert / Olive Garden Italian Restaurant / assert / When you‟re here / assert / you‟re Family / assert
3.1.7 Subway
Source: VH1, 11/20/05, All Access
Length: 30 seconds
Narrative Structure: Product Demonstration
Contextual Situation: Introducing Subway Sandwiches The commercial starts with the picture of a man talking directly to the camera. He is taken from the chest above, he wears a shirt and a pair of glasses, and he asks whether we know why so many people like the taste of Subway. As he offers the answer, almost his whole figure is depicted. He walks along a table full of the finest cheeses, hams and other sandwich ingredients. The camera switches between the detail of his face and the table. As he names the individual ingredients, camera offers detailed pictures. Then a super flies in, saying Can you get that at a burger joint? while the man picks up a small piece of cheese and puts it in his mouth. The next scene takes us into a Subway restaurant. The man walks along the counter talking directly to the camera. There are two employees behind the counter and a customer taking order. The super Subway is a registered trademark of Doctor‟s Associates Inc. appears at the bottom of the screen. As the man mentions „Cause when you really think about it the camera offers his detail from the chest above. As he says You do his whole figure is visible and he points out at the persuadee. Then he takes a tray with his sandwich and drink and mentions the name of the company. The commercial finishes with the company‟s distinctive
34 logo on a yellow background and with the slogan above eat fresh that is also uttered by the man. The web page www.subway.com appears at the bottom.
Lexico-Grammatical Analysis: Male Secondary Participant: You know why so many people like the taste of Subway sandwiches? It‟s simple. They only put on what you like to taste up. Every Subway sandwich is made fresh, right in front of you. So you choose all the ingredients. The meat, the veggies, the sauces, the fresh-baked bread. Everything! No wonder so many people are leaving the burger joints and coming over to the great taste of Subway subs. „Cause when you really think about it, they don‟t make the sandwiches. You do. Subway. Eat fresh.
Super: Can you get that at a burger joint? Subway is a registered trademark of Doctor‟s Associates Inc. SUBWAY eat fresh www.subway.com
Speech Acts Analysis: Male Secondary Participant: / You know / assert / why so many people like the taste of Subway sandwiches? / assert / It‟s simple / expr / They only put on / assert / what you like to taste up / assert / Every Subway sandwich is made fresh / assert / right in front of you / assert / So you choose all the ingredients / assert / The meat, the veggies, the sauces, the fresh-baked bread / assert / Everything! / expr / No wonder so many people are leaving the burger joints / assert / and coming over to the great taste of Subway subs / assert / „Cause when you really think about it / assert / they don‟t make the sandwiches / assert / You do / assert / Subway / expr / Eat fresh / direct
Super: / Can you get that at a burger joint? / assert / Subway is a registered trademark of Doctor‟s Associates Inc / assert / SUBWAY / assert / eat fresh / direct / www.subway.com / assert
3.1.8 Taco Bell
Source: VH1, 11/20/05, All Access
Length: 30 seconds
Narrative Structure: Slice of Life / Product Demonstration
Contextual Situation: Talking About Taco Bell Grilled Stuft Burrito The commercial starts with a scene in which a couple of colleagues enjoy their lunch break outside. The male voice-over starts with this scene, introducing the Taco Bell Stuft Burrito. One of the colleagues has a bite of the burrito, while the other asks So what‟s it like? The man eating the burrito starts describing the taste and flavor of the new burrito, using a
35 body language a lot. The colleagues look at each other smiling, since his performance looks like a karate performance. The colleague remarks that he has to try the burrito. The scene is replaced by a detailed picture of a new burrito in a black background. The voice-over describes the product. The super reads New Chipotle Grilled Stuft Burrito next to the picture of the burrito on the left of the screen and Taco Bell logo in the right-bottom corner. As the male voice-over utters the ingredients of the burrito, the corresponding pictures alternate – the steak on the grill, chipotle seasoned rice and sauce and three kinds of cheeses. The super At participating locations for a limited time. Also available with chicken appears at the bottom part of the screen when the ingredients are demonstrated. The following scene offers the picture in which the ingredients are wrapped in a burrito. Then the picture of grilled product is shown. The outdoor situation follows, this time the man eating burrito runs around and jumps and flies. The commercial is finished with Taco Bell logo on a blue background. On its left side, there is the slogan think outside the bun accompanied by the corresponding voice-over utterance. The super switches into Open „till midnight or later together with the small super Hours may vary by location at the bottom part of the screen. The sound of ringing bells accompanies the last scenes.
Lexico-Grammatical Analysis: Male Voice-Over: Taco Bell‟s new Chipotle Grilled Stuft Burrito. Colleague 1: So what‟s it like? Colleague 2: It‟s a little bit smoky and spicy and flavory. Colleague 3: I got to try one of those. Male Voice-Over: The new Chipotle Grilled Stuft Burrito. Loaded with carne asado steak, chipotle season rice, spicy southwest chipotle sauce and a blend of three melted cheeses. All wrapped up and grilled to go. For the perfect balance of flavor and spice. Think outside the bun.
Super: New! Chipotle GRILLED STUFT BURRITO At participating locations for a limited time. Also available with chickens. THINK OUTSIDE THE BUN TACO BELL OPEN „TIL MIDNIGHT OR LATER TACO BELL Hours may vary by location.
Speech Acts Analysis: Male Voice-Over: / Taco Bell‟s new Chipotle Grilled Stuft Burrito / assert Colleague 1: / So what‟s it like? / assert Colleague 2: / It‟s a little bit smoky and spicy and flavory / expr. Colleague 3: / I got to try one of those / expr Male Voice-Over: / The new Chipotle Grilled Stuft Burrito / assert / Loaded with carne asado steak, chipotle season rice, spicy southwest chipotle sauce and a blend of three melted cheeses / assert / All wrapped up / assert / and grilled to go / assert / For the perfect balance of flavor and spice / assert / Think outside the bun / direct
Super: / New! / assert / Chipotle GRILLED STUFT BURRITO / assert / At participating locations for a limited time / assert / Also available with chickens / assert / THINK OUTSIDE THE BUN / direct / TACO BELL / assert
36 / OPEN „TIL MIDNIGHT OR LATER / assert / TACO BELL / assert / Hours may vary by location / assert
3.1.9 Wendy’s I
Source: VH1, 11/20/05, I Love the Holidays
Length: 15 seconds
Narrative Structure: Product Demonstration / Phantasy
Contextual Situation: Burgers Compared to Volume Bars The commercial starts with a picture of a burger that keeps on getting higher and smaller according to the rhythm. Then the camera shows five burgers in a row going up and down. The picture of one burger alternates with the pictures of five burgers in a row. All of them get higher or lower. In fact, they copy the sound record. The super PERSONALIZE THE TASTE appears under several burgers, then it is replaced by the super TURN UP THE FLAVOR. The row of the burgers recedes in the distance until they are so small that they copy just the columns of the sound record. The super ROCK YOUR BURGER appears under the columns; only the word rock is red, the rest is black. The commercial finishes with Wendy‟s distinctive logo and small pictures of credit cards in the left-bottom corner accompanied by the super At participating Wendy‟s. Under the logo, there is the super saying Do your burger where do is red, the rest is black. This super changes into Do what tastes right, with do in red. The jingle used copies an electronic music style.
Lexico-Grammatical Analysis: Super: PERSONALIZE THE TASTE TURN UP THE FLAVOR ROCK YOUR BURGER Wendy‟s Do your burger. Do what tastes right.
Speech Acts Analysis: Super: / PERSONALIZE THE TASTE / direct / TURN UP THE FLAVOR / direct / ROCK YOUR BURGER / direct / Wendy‟s / assert / Do your burger / direct / Do what tastes right / direct
37 3.1.10 Wendy’s II
Source: VH1, 11/20/05, All Access
Length: 30 seconds
Narrative Structure: Lifestyle
Contextual Situation: Rapping One‟s Order on Peter Frampton‟s Baby, I love your way Tune The commercial presents 13 people, mostly of young age and of all races, both males and females. The first black lady with the blue T-shirt that appears four times sings the leitmotiv of the central melody; the rest of the people rap their demands. The people speak directly to the screen as if they were one customer ordering his or her burger. They are shown from their chests above or there is the face detail. When the male voice-over starts, a burger appears. It keeps changing, either single, double or triple, with cheese, with tomato or without, etc., according to the customers‟s wishes. In the left-upper corner, there are icons of four credit cards with the super At participating Wendy‟s beneath. The commercial is finished with Wendy‟s distinctive logo with the super Do your burger that changes to Do what tastes right where do is white while the rest of the words used is black.
Lexico-Grammatical Analysis: Woman 1: Baby, I love your way. Man 1: Wendy‟s double. Woman 2: Make it two. Woman 3: Lettuce, tomato. Man 2: But just a few. Woman 4: Skip the mayo. Woman 5: Extra cheese. Man 3: Fresh. Woman 6: Not frozen. Man 1: No onions, please. Woman 1: Come on! Come on! Woman 7: Extra lettuce. Man 4: Wendy‟s fresh. Woman 2: No that nasty. Woman 4: Shredded mess. Man 5: I want a single, no, a double. Woman 2: No, a triple with cheese. Woman 1: Uu, baby, I love your way. Man 1: Extra pickle. Woman 3: On my triple. Man 3: Ketchup, mustard. Woman 8: Please. Male Voice-Over: Your burger. Anywhere you want it. Everyway you want it. Woman 1: Everyway. Male Voice-Over: At Wendy‟s.
38 Super: At participating Wendy‟s Wendy‟s Do your burger. Do what tastes right.
Speech Acts Analysis: Woman 1: / Baby / direct/ I love your way / expr Man 1: / Wendy‟s double / expr Woman 2: / Make it two / direct Woman 3: / Lettuce, tomato / expr Man 2: / But just a few / expr Woman 4: / Skip the mayo / direct Woman 5: / Extra cheese / expr Man 3: / Fresh / expr Woman 6: / Not frozen / expr Man 1: / No onions / direct / please / expr Woman 1: / Come on! / direct / Come on! / direct Woman 7: / Extra lettuce / expr Man 4: / Wendy‟s fresh / expr Woman 2: / No that nasty / expr Woman 4: / Shredded mess / expr Man 5: / I want a single / expr / no / expr / a double / expr Woman 2: / No / expr / a triple with cheese / expr Woman 1: / Uu / expr / baby / direct / I love your way / expr Man 1: / Extra pickle / expr Woman 3: / On my triple / expr Man 3: / Ketchup, mustard / expr Woman 8: / Please / expr Male Voice-Over: / Your burger / assert / Anywhere you want it / assert / Everyway you want it / assert Woman 1: / Everyway / assert Male Voice-Over: / At Wendy‟s / assert
Super: / At participating Wendy‟s / assert / Wendy‟s / assert / Do your burger / direct / Do what tastes right / direct
39 3.2 Pre-Packaged Food Subfield The commercials included in this subfield promote various convenience food such as sandwiches, soup, frozen pasta, breakfast, etc. The advantage of such food is its easy preparation before consumption.
3.2.1 Asian Sensation
Source: E!, 10/15/05, Sexy Angel – Cameron Diaz
Length: 15 seconds
Narrative Structure: Product Demonstration
Contextual Situation: Presenting the Content of the Package The commercial starts with a picture of the front cover of the product‟s package on a sandy background. The package is folded into the origami of a tyrannosaurus. The female voice-over starts with the very first scene of the commercial. The animal origami starts running towards the camera, roaring. As it reaches the camera, it opens its jaw wildly and makes a bite, so its big white teeth are visible. As the voice-over offers the new way to snack, the origami is unfolded into the original front cover of the package of the product being advertised. It opens up and all the included snacks are presented in details, following the voice-over. The next scene shows the whole content of the package from above. The commercial finishes with the product‟s distinctive logo on a sandy background accompanied by the slogan below the logo.
Lexico-Grammatical Analysis: Female Voice-Over: When the family is hungry, you‟ll hear about it. Now there‟s a new way to snack. Introducing Asian Sensation. Delicious new egg rolls, fried chicken crisps and more. Asian Sensation. Everyday Asian for any occasion!
Super: PAGODA ASIAN SENSATIONS Everyday Asian for Any Occasion!
Speech Acts Analysis: Female Voice-Over: / When the family is hungry / assert / you‟ll hear about it / commis / Now there‟s a new way to snack / assert / Introducing Asian Sensation / assert / Delicious new egg rolls, fried chicken crisps and more / assert / Asian Sensation / assert / Everyday Asian for any occasion / assert
Super: / PAGODA ASIAN SENSATIONS / assert / Everyday Asian for Any Occasion! / assert
40 3.2.2 Bertolli Frozen Dinners
Source: E!, 10/15/05, Sexy Angel – Cameron Diaz
Length: 15 seconds
Narrative Structure: Slice of Life / Product Demonstration
Contextual Situation: Desperate Cooks and Happy Couple Preparing Dinner at Home Two settings and situations alternate in this commercial. The first situation is set in a restaurant kitchen where three cooks play cards. One of them throws his cards furiously on the table saying Bertolli madly. As the other two cooks try to calm him down, the male voice- over starts with the question Why go out for great Italian? The restaurant kitchen situation is changed into a home kitchen situation where a couple prepares dinner with Bertolli Frozen Dinners. The following picture shows a detailed picture of steaming pasta. The husband gives her wife a spoonful of pasta to taste; she holds a glass of white wine. The next scene comes back to the restaurant kitchen where the desperate cook shouts Bertolli and spreads his hands. The commercial finishes with the picture of several packages of Bertolli Frozen Dinners with its distinctive logo above the packages.
Lexico-Grammatical Analysis: Chef: Bertolli! Male Voice-Over: Why go out for great Italian? With Bertolli frozen dinners you don‟t have to be an Italian chef. Chef: Bertolli. Male Voice-Over: To be an Italian chef, Bertolli Frozen Dinners. Try the whole menu. Super: BERTOLLI
Speech Acts Analysis: Chef: / Bertolli! / expr Male Voice-Over: / Why go out for great Italian? / assert / With Bertolli frozen dinners you don‟t have to be an Italian chef / assert Chef: / Bertolli / expr Male Voice-Over: / To be an Italian chef / assert / Bertolli frozen dinners / assert / Try the whole menu / direct
Super: / BERTOLLI / assert
41 3.2.3 Bush’s Homestyle Chili
Source: The Weather Channel, 10/11/05, PM Edition
Length: 30 seconds
Narrative Structure: Slice of Life / Product Demonstration
Contextual Situation: Preparing Chili The commercial starts with a scene in which Jay Bush introduces himself and his cousin Drew. The scene takes place in the kitchen where cousin Drew prepares chili. As Jay mentions the company they are from, from Bush‟s Homestyle Chili, the detail on Bush‟s jars follows. Jay‟s contribution alternates with the male voice-over contribution that describes the process of making Bush‟s Homestyle chili. The next detail of a wooden spoon slowly stirring the ingredients in a pot is accompanied by Drew slow cooks his chili and then the detail of fried beef follows, accompanied by with premium ground beef. The following picture focuses on Drew‟s hands cutting tomatoes; it changes into the detail on seasonings in small bowls on the working desk. The utterance It‟s a quality you can see and taste corresponds with the detail on fingers adding a pinch of seasoning into the pot of chili. As Drew pours ladle of chili into a jar, Jay asks him So how do you like working at your home, Drew and Drew answers that it is great. The next picture shows the detail of Jay‟s face looking downwards. As he asks Are those pajama bottoms? the detail of his face is changed for a detail on Drew‟s legs dressed in funny pajama trousers and on his fluffy blue slippers. His answer Hey, it‟s casual Friday corresponds with the picture that portray both of the men standing behind the working desk. The following male voice-over contribution Bush‟s Homestyle Chili corresponds with the detail on a pot of steaming chili. The picture changes into a jar full of chili on which a hand puts a lid and closes the jar. The commercial finishes with the picture of the product being advertised in two jars of different sizes and with the super of the slogan below the jars.
Lexico-Grammatical Analysis: Jay: Hi, Jay Bush and our family chili expert cousin Drew from Bush‟s Homestyle Chili. Male Voice-Over: Drew slow cooks his chili with premium ground beef. He dices red ripe tomatoes and he adds just the right seasoning. It‟s a quality you can see and taste. Jay: So how do you like working at your home, Drew. Drew: Oh, it‟s great. Jay: Are those pajama bottoms? Drew: Hey, it‟s casual Friday. Male Voice-Over: Bush‟s Homestyle Chili. Now in a handy family size jar. Looks like homemade, tastes like homemade.
Super: Cousin Drew Jay Bush LOOKS LIKE HOMEMADE. TASTES LIKE HOMEMADE.
Speech Acts Analysis: Jay: / Hi / expr / Jay Bush and our family chili expert cousin Drew from Bush‟s Homestyle Chili / assert
42 Male Voice-Over: / Drew slow cooks his chili with premium ground beef / assert / He dices red ripe tomatoes / assert / and he adds just the right seasoning / assert / It‟s a quality / assert / you can see / assert / and taste / assert Jay: / So how do you like working at your home / assert / Drew / direct Drew: / Oh / expr / it‟s great / expr Jay: / Are those pajama bottoms? / assert Drew: / Hey / direct / it‟s casual Friday / assert Male voice-over: / Bush‟s Homestyle Chili / assert / Now in a handy family size jar / assert / Looks like homemade / assert / tastes like homemade / assert Super: / Cousin Drew / assert / Jay Bush / assert / LOOKS LIKE HOMEMADE / assert / TASTES LIKE HOMEMADE / assert
3.2.4 Campbell’s Microwaveable Soup
Source: The Weather Channel, 10/11/05, PM Edition
Length: 15 seconds
Narrative Structure: Slice of Life / Product Demonstration
Contextual Situation: Having a Snack The commercial depicts several people of various age, race and profession eating the microwaveable bowl of Campbell‟s soup. The first picture shows a black couple eating the noodle soup. The song starts here. The following scene depicts the picture of the bowl which reads Campbell‟s, Just heat and enjoy and Chicken Noodle Soup. Then the pictures of various consumers follow. They alternate with the pictures of a microwave with the bowl inside and with the pictures of the logo of the company. The commercial finishes with the picture of the first black couple sitting on the deck, enjoying the soup.
Lexico-Grammatical Analysis: Male Voice-Over (Lyrics): Campbell‟s microwaveable bowls possibilities. It‟s something hot, it‟s something new, pop it in this easy-to-do, you‟re short on time, yeah, you know, Campbell‟s m‟m m‟m good to go possibilities.
Super: Campbell‟s M‟m! M‟m! Good! To Go Possibilities
Speech Acts Analysis: Male Voice-Over (Lyrics): / Campbell‟s microwaveable bowls possibilities / assert / It‟s something hot / assert / it‟s something new / assert / pop it in this easy-to-do / direct / you‟re short on time / assert / yeah / expr / you know / assert / Campbell‟s m‟m m‟m good to go possibilities / assert
43 Super: / Campbell‟s / assert / M‟m! M‟m! / expr / Good! / expr / To Go Possibilities / assert
3.2.5 Chef Boyardee
Source: Cartoon Network, 08/08/03, Codename: Kids Next Door
Length: 15 seconds
Narrative Structure: Slice of Life / Product Demonstration
Contextual Situation: Enjoying Chef Boyardee The commercial starts with the super 11:50 AM. A mother carrying her daughter opens a cupboard in which she has several cans of Chef Boyardee. The daughter laughs and takes one of the cans. The whole scene is shot from inside the cupboard as is the following one which starts with the super 3:30 PM. This time, a boy with headphones opens the cupboard and takes another can of Chef Boyardee. The male voice-over enters. The next picture shows the close-up of the can of Chef Boyardee, saying Beef and Ravioli in Tomato & Meat sauce. The voice-over‟s It‟s the with the accent on the the corresponds with the detail on steaming ravioli on a fork. The following pictures of two daughters eating outside with their mother, and the boy eating inside correspond with lunchtime, snacktime, anytime. The commercial finishes with the picture of two cans of Chef Boyardee and a plate of prepared ravioli with the super Thank Goodness for Chef Boyardee! in the right upper corner.
Lexico-Grammatical Analysis: Male Voice-Over: At our house, nothing handle the summertime hungries like Chef Boyardee. It‟s the lunchtime, snacktime, anytime. Eat need treat.
Super: 11:50 AM 3:30 PM Thank Goodness for Chef Boyardee!
Speech Acts Analysis: Male Voice-Over: / At our house nothing handle the summertime hungries like Chef Boyardee / assert / It‟s the lunchtime, snacktime, anytime / assert / Eat need treat / assert
Super: / 11:50 AM / assert / 3:30 PM / assert / Thank Goodness for Chef Boyardee! / expr
44 3.2.6 Fun Fuel
Source: Discovery Channel, 08/20/03, Home Matters
Length: 30 seconds
Narrative Structure: Slice of Life / Product Demonstration
Contextual Situation: Shopping The commercial takes place in a supermarket where a mother does the shopping with her son. The mother‟s character is silent; moreover, we can hardly see her face, just her hand putting items in the shopping cart. The main focus is on the son and his curious questions about the things she buys. The commercial starts with the picture of the son walking along the shopping cart. The female voice-over‟s You want them to eat right starts when the mother puts a packet of rice into the cart. The son‟s question Do those come in chocolate? follows up, but no answer is provided. Instead, the voice-over offers the explanation why the son wonders about what his mother buys, saying But they‟re wishing for fun. As his mother puts a box of tofu into the cart, he makes sure that it is for his father, asking You‟re gettin„ that for Dad, right? But again, no answer is provided. The following scenes show the bored son playing with an exotic fruit in the cart and wandering along the aisles. The breaking point comes when his mother puts a box of Fun Fuel into the cart. The camera reveals his eyes getting wide. The voice-over introduces the product being advertised. The son is so excited that he lifts up the box above his head and starts screaming Yes! Yes! The situation in the supermarket changes into a yellow background on which the content of the product is presented. As the female voice-over mentions A balanced lunch from four food groups four small circles pop up from the box of Fun Fuel, presenting the individual food groups. As the voice-over mentions the individual food groups, the circles with the corresponding food groups are highlighted. The following situation takes place back in the supermarket where the son stands at the counter, looks up at his mother and thanks her for buying Fun Fuel. The commercial finishes with the two boxes of Fun Fuel on a yellow background with the super New! in the right upper corner and the web side lunchable.com below the two boxes depicted.
Lexico-Grammatical Analysis: Female Voice-Over: You want them to eat right. Boy: Do those come in chocolate? Female Voice-Over: But they‟re wishing for fun. Boy: You‟re gettin„ that for Dad, right? Female Voice-Over: Introducing Fun Fuel. Boy: Lunchables! Yes! Yes! Female Voice-Over: New Lunchables Fun Fuel. A balanced lunch from four food groups like chicken wraps, one hundred percent fruit juice and yogurt jammers. Boy: Thanks, Mom. Female Voice-Over: New Fun Fuel Wraps and Bagels. From Lunchables.
Super: New! Yogurt Jammers New! lunchables.com
45 Speech Acts Analysis: Female Voice-Over: / You want them to eat right / assert Boy: / Do those come in chocolate? / assert Female Voice-Over: / But they‟re wishing for fun / assert Boy: / You‟re gettin„ that for Dad / assert / right? / expr Female Voice-Over: / Introducing Fun Fuel / assert Boy: / Lunchables! / expr / Yes! / expr / Yes! / expr Female Voice-Over: / New Lunchables Fun Fuel / assert / A balanced lunch from four food groups like chicken wraps, one hundred percent fruit juice and yogurt jammers / assert Boy: / Thanks / expr / Mom / direct Female Voice-Over: / New Fun Fuel wraps and bagels / assert / From Lunchables / assert
Super: / New! / assert / Yogurt Jammers / assert / New! / assert / lunchables.com / assert
3.2.7 Jimmy Dean Sandwiches
Source: Discovery Channel, 08/20/03, Home Matters
Length: 30 seconds
Narrative Structure: Slice of Life
Contextual Situation: Describing One‟s Hobby The commercial starts with a scene in which a man dressed in an overall is in a garage where two other men repair go-carts. The ma in the overall, probably the captain of the go- cart team, describes how difficult the sport is, while he takes a sandwich out of a microwave oven. There is a box of Jimmy Dean Sandwiches next to the oven. As he takes it out, he explains directly to the camera why this day is so important, saying It‟s a demolition derby day and we are ready. Then he turns to his fellows, asking How‟s it coming, guys?. While the answer is provided, the captain starts eating the sandwich. In the following scene, the go-cart the two fellows are repairing falls down, hurting one of them. The next picture shows all of them walking along the playing field, observing it. While the captain describes what they do to be the best, the various pictures of their training and the actual match are provided. Then the male voice-over enters, saying No matter what you do you want feel to do it. The camera focuses on the captain that almost falls down from the go- cart. The scene is replaced with the picture of Jimmy Dean Biscuit package with three sandwiches in front of it. The voice-over introduces the product. The commercial finishes with the scene in which the match is over. The three men from the beginning stand there, looking around and praising the sport. The logo and the slogan are located at the bottom.
46 Lexico-Grammatical Analysis: Captain: It‟s a demolition derby day and we are ready. How‟s it coming, guys? Fellows: Oh good. Great, great. Captain: We‟ve worked really hard on these vehicles. Now, we get out here at about six A.M. and just walk the track. It is a tough sport. Down here you‟re the engine and you run out of gas you‟ve got no one to blame but yourself. Don‟t stare at the trophy. Sound about the trophy. And I smell blood! Male Voice-Over: No matter what you do you want feel to do it. Captain: I‟m still in. Male Voice-Over: Jimmy Dean Sandwiches. With tasty sausage, egg and cheese on a home- style biscuit. Captain: I love this sport.
Super: Jimmy Dean FUEL TO GO.
Speech Acts Analysis: Captain: / It‟s a demolition derby day / assert / and we are ready / assert / How‟s it coming / assert / guys? / expr Fellows: / Oh good / expr / Great, great / expr Captain: / We‟ve worked really hard on these vehicles / assert / Now / direct / we get out here at about six A.M. / assert / and just walk the track / assert / It is a tough sport / assert / Down here you‟re the engine / assert / and you run out of gas you‟ve got no one to blame but yourself / assert / Don‟t stare at the trophy / direct / Don‟t think about the trophy / direct / And I smell blood! / expr Male Voice-Over: / No matter what you do / assert / you want feel / assert / to do it / assert Captain: / I‟m still in / expr. Male Voice-Over: / Jimmy Dean Sandwiches / assert / With tasty sausage, egg and cheese on a home-style biscuit / assert Captain: / I love this sport / expr
Super: / Jimmy Dean / assert / FUEL TO GO/ assert
3.2.8 Jimmy Dean Skillets I
Source: VH1, 10/14/05, Jump Start
Length: 30 seconds
Narrative Structure: Slice of Life / Phantasy
Contextual Situation: Making Breakfast The commercial starts with a scene in which a little girl sits in the kitchen and watches the Sun making breakfast. It is early in the morning, the parents are obviously asleep. The girl remarks that her Mother makes breakfast in a different way, saying Mummy doesn‟t make it
47 like that. The next shot reveals the whole kitchen, the Sun (a man dressed in the costume) stands at the cooker and stirs something in the pan. He tries to explain her his way of preparing breakfast, saying This is a … Daddy way of making it. The girl seems to be satisfied with the answer, nevertheless, she goes on with describing her mother‟s way, taking out one of the crayons from the cup, saying Yeah, she chops everything up. The following picture focuses on the Sun‟s face thinking hard about the answer. As he mentions Nice Jimmy Dean people chopped this for me, the camera zooms on the pan and the wooden spoon he uses. The girl wants to know why. As he provides the answer, the whole kitchen is shown up. Before he finishes, the camera focuses on the girl‟s inquiring expression. She goes on asking why? While the Sun stirs and tries hard to answer all her questions, the kitchen id shown from different angels. As the Sun provides the last answer, Because I have to be at work early to light and heat the Earth, the camera focuses on the detail of his face. The next shot reveals the girl‟s wondering expression but she does not continue asking this time. The male voice-over enters, saying The day begins with the great breakfast. There are animated sun rays spreading around. As the voice-over introduces the product, the old package slowly appears on the screen. When the voice-over mentions the ingredients included, the new package with the new design is introduced. The commercial finishes with the picture of the product and the super HAPPY BREAKFAST beneath, while the voice-over mentions You just add eggs.
Lexico-Grammatical Analysis: Girl: Mummy doesn‟t make it like that. The Sun: This is a … Daddy way of making it. Girl: Yeah, she chops everything up. The Sun: Well, nice Jimmy Dean people chopped this for me. Girl: Why? The Sun: Because I like making breakfast but I don‟t always have time. Girl: Why? The Sun: Because I have to be at work early to light and heat the Earth. Male Voice-Over: The day begins with great breakfast. Introducing new Jimmy Dean Skillets. Diced potatoes, peppers, onions and sausage. You just add eggs.
Super: HAPPY BREAKFAST
Speech Acts Analysis: Girl: / Mummy doesn‟t make it like that / assert The Sun: / This is a … Daddy way of making it / assert. Girl: / Yeah / expr / she chops everything up / assert The Sun: / Well / expr / nice Jimmy Dean people chopped this for me / assert Girl: / Why? / assert The Sun: / Because I like making breakfast / assert / but I don‟t always have time / assert Girl: / Why? / assert The Sun: / Because I have to be at work early to light and heat the Earth / assert Male Voice-Over: / The day begins with the great breakfast / assert / Introducing new Jimmy Dean Skillets / assert / Diced potatoes, peppers, onions and sausage / assert / You just add eggs / assert
Super: / HAPPY BREAKFAST / assert
48 3.2.9 Jimmy Dean Skillets II
Source: VH1, 10/14/05, Jump Start
Length: 30 seconds
Narrative Structure: Slice of Life
Contextual Situation: Making Breakfast The commercial takes place in the kitchen where the Sun (a man dressed in the costume) stands at the cooker and stirs carefully the content of the pan. The mother walks in, stops at the cooker, looks at the pan and says Hm, smells good. The next shot reveals the detail of the pan. The camera returns back to the mother‟s face. She looks at the Sun then back at the pan and remarks Don‟t burn it. At that moment, the Sun stops stirring. As she walks away and gets a cup from the cupboard, he asks himself Why does everyone always assume that I burn everything? The male voice-over enters, saying The day begins with great breakfast. There are animated sun rays spreading around. As the voice-over introduces the product, the old package slowly appears on the screen. When the voice-over mentions the ingredients included, the new package with the new design is introduced. The commercial finishes with the picture of the product and the super HAPPY BREAKFAST below it, while the voice-over mentions You just add eggs.
Lexico-Grammatical Analysis: Mother: Hm, smells good. Don‟t burn it. The Sun: Why does everyone always assume that I burn everything? Male Voice-Over: The day begins with great breakfast. Introducing new Jimmy Dean Skillets. Diced potatoes, peppers, onions and sausage. You just add eggs.
Super: HAPPY BREAKFAST
Speech Acts Analysis: Mother: / Hm / expr / smells good / expr / Don‟t burn it / direct The Sun: / Why does everyone always assume / assert / that I burn everything? / assert Male Voice-Over: / The day begins with the great breakfast / assert / Introducing new Jimmy Dean Skillets / assert / Diced potatoes, peppers, onions and sausage / assert / You just add eggs / assert
Super: / HAPPY BREAKFAST / assert
49 3.2.10 Prego Hearty Meat
Source: Discovery Channel, 08/20/03, Perfect Partner
Length: 15 seconds
Narrative Structure: Product Demonstration
Contextual Situation: Cooking The commercial starts with a detail on diced vegetables. The male voice-over enters. As he mentions the herbs included, the picture focuses on a handful of herbs being cut with a big knife. The next scene shows a detail of a hand trimming a slice of beef, while the voice- over contribution corresponds. The pictures that follow show a boiling sauce and a piece of cheese being grated into the pot. The voice-over continues here with you won‟t believe it comes in a jar. As the voice mentions the word jar, a picture of the product being advertised appears on a black background. The voice-over introduces the product and the original package appears on the screen. The commercial finishes with a picture of a hand holding a piece of bread and wiping off the sauce of the plate; the voice-over appeals Share what‟s inside.
Lexico-Grammatical Analysis: Male Voice-Over: With savory herbs and all that tender hand-trimmed beef, you won‟t believe it comes in a jar. Introducing Prego Hearty Meat Sauce. Share what‟s inside. Speech Acts Analysis: Male Voice-Over: / With savory herbs and all that tender hand-trimmed beef / assert / you won‟t believe / commis / it comes in a jar / assert / Introducing Prego Hearty Meat Sauce / assert / Share / direct / what‟s inside / assert.
50 4 Cosmetic Products Field The field includes female cosmetic products such as shampoos, hair colorants, makeups, etc. The field is divided according to the discourse strategy of asking a question. As a result, the field contains the Question-Start Subfield and Non-Question-Start Subfield.
4.1 Question-Start Subfield The commercials in this particular subfield are initiated by a question. The question is asked by one of the language entities.
4.1.1 Aveeno Positively Radiant Moisturizer
Source: VH1, 08/02/03, Behind the Music – Aerosmith
Length: 30 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: Enjoying Time with One‟s Offspring The commercial starts with the scene in which the mother and her little daughter enjoy being together outside. There are number of little lights flying around them. The mother points at one of the lights, then the camera shows the detail of her catching one of the lights in her hands. As the female voice-over asks the initial question, the mother lowers her hands to show the little light to her daughter. The following scene presents the detail of the daughter‟s face looking at the jar full of little lights. Then the product being advertised is shown in its original package. As the voice-over introduces the product, the camera provides the detail of the package. The next shot offers the detail on the mother‟s smooth complexion; she smiles and gently touches her face. As the voice-over mentions the ingredients of the product, the camera offers the picture of a soy pod together with the super soy complex. The other super softens & evens appears below the pod. The following picture focuses on the mother‟s face that is gently stroked by her daughter‟s little hand. The mother as well as the daughter smile. As the voice-over appeals Let your natural radiance shine through, the daughter opens the lid of the jar and together with her mother, they watch the little lights flying out of the jar. The next scene offers the detail of the original package. The super Use as directed is located in the right-upper corner. The commercial finishes with the voice-over appeal Discover nature secret from naturally radiant skin, which is accompanied by the picture of the mother that rotates her daughter in the merry-go-round way, the little lights flying around. The last picture of the commercial shows the face of the smiling mother, the super Aveeno is on the left side of the screen.
Lexico-Grammatical Analysis: Female Voice-Over: What if you could capture radiance, in a bottle? Now you can, with an amazing facial moisturizer from Aveeno. Positively Radiant Daily Moisturizer. Only Aveeno has an exclusive soy complex proven to soften and even tone while natural light diffusers give your skin a healthy glow. Let your natural radiance shine through. Aveeno Positively Radiant Moisturizer. Discover nature secret from naturally radiant skin.
Super: soy complex softens & evens
51 Use as directed. Aveeno.
Speech Acts Analysis: Female Voice-Over: / What / assert / if you could capture radiance / assert / in a bottle? / assert / Now you can / assert /with an amazing facial moisturizer from Aveeno Positively Radiant Daily Moisturizer / assert / Only Aveeno has an exclusive soy complex / assert / proven to soften / assert / and even tone / assert / while natural light diffusers give your skin a healthy glow / assert / Let your natural radiance shine through / direct / Aveeno Positively Radiant Moisturizer / assert / Discover nature secret from naturally radiant skin / direct
Super: / soy complex / assert / softens / assert / & evens / assert / Use as directed / direct / Aveeno / assert
4.1.2 Clairol Natural Instinct
Source: VH1, 10/14/05, Caught on Tape
Length: 15 seconds
Narrative Structure: Presenter
Contextual Situation: Showing Off One‟s Hair The commercial starts with a close-up of a young woman‟s head. She rolls her dull hair on her finger looking not very unhappy with its color. The super dull is located in the left- upper corner. The first scene is accompanied by the female voice-over question Hair color a little dull? As the voice-over offers the advice, the scene in which the same young lady has new colored hair and looks much happier follow. An animated bird flies around her head and it carries the supper 10 minutes. As the voice-over continues with the instructions for use, the lady appears again, but this time she tosses her head, so the volume of her hair is nicely visible. The following scene presents the product being advertised, and there is an animated line along the product. As the voice-over informs about the length of application, the scene presents an animated watch. As its minute hand goes down, the lady‟s hair gets brighter and shiner. When the voice-over continues with praising the product, the camera shows the lady‟s hair from the back being spread out. The animated super 10 minutes appear again on the scene when the picture of the lady is multiplied and an animated snowflake and a leaf appear. The commercial finishes with the detailed picture of the lady‟s eyes looking up at the three packages of Clairol Natural Instincts. The very last picture presents the Clairol distinctive logo on a white background.
Lexico-Grammatical Analysis: Female Voice-Over: Hair color a little dull? Take ten minutes a month and recharge it with Natural Instincts. In ten minutes your color looks even healthier and shiner than before you colored it. Ten minutes a month and you‟re shining all year. Natural Instincts from Clairol.
52 Super: dull 10 minutes CLAIROL
Speech Acts Analysis: Female Voice-Over: / Hair color a little dull? / assert / Take ten minutes a month / direct / and recharge it with Natural Instincts / direct / In ten minutes your color looks even healthier and shiner / assert / than before you colored it / assert / Ten minutes a month / assert / and you‟re shining all year / assert / Natural Instincts from Clairol / assert
Super: / dull / assert / 10 minutes / assert / CLAIROL / assert
4.1.3 L’Oréal Couleur Experte
Source: VH1, 11/20/05, All Access
Length: 30 seconds
Narrative Structure: Showing Off One‟s Hair
Contextual Situation: Presenter The commercial takes place in a white studio with a couple of panels where details of models‟ heads are projected. Eddie Cibrian is the main secondary participant. He wears a suit, stands in the studio, looks at the models and asks Have you ever seen color like this before? The L‟Oréal logo is situated on the right-lower corner. The scene from the studio is replaced by the detail of one of the models‟ heads. As he answers Don‟t think so, the camera offers the detail of his face and his name is superimposed in the right-lower corner of the screen. As he introduces the product being advertised, the authentic product is demonstrated. The following scene presents the detail of the model‟s colored hair. As Eddie Cibrian says really multi-tonal with the stress on the word really, the super MULTI-TONAL COLOR appears across the model‟s hair. Then the panels with models‟ heads behind Eddie Cibrian appear again. He asks another question, arousing the persuadee‟s interest. As he provides the answer, the detail of the product package follows with the focus on the product name. The detail of Eddie Cibrian‟s face fills the next scene. He smiles and says Two simple steps. As he provides the instructions, the scene pictures an animated head of a model whose hair is colored. The super that presents big 1 and the name of the product is located on the left of the animated head. The step number 2 is presented with the super consisting in big 2, the product name and the phrase IN JUST OVER AN HOUR. There is also an animated brush that provides the model‟s highlights. As Eddie Cibrian appeals And look at that, the details on several models‟ heads are offered. In the next scene, Eddie Cibrian is in the studio looking around at the panels, saying That‟s beautiful, really beautiful. The product package is shown again. The last scene presents several packages with L‟Oréal distinctive logo.
53 Lexico-Grammatical Analysis: Eddie Cibrian: Have you ever seen color like this before? Don‟t think so. Couleur Experte from L‟Oréal. It‟s the only hair color that‟s really multi-tonal. You wonder how they do that? Couleur Experte. Two simple steps. First, there‟s amazing color, then personalized highlights. And look at that. Multi-tonal color that‟s something else. That‟s beautiful, really beautiful. Couleur Experte. From L‟Oréal Paris. The only hair color that‟s multi-tonal. Because you‟re worth it.
Super: L‟ORÉAL Paris Eddie Cibrian MULTI-TONAL COLOR 1 COULEUR EXPERTE 2 COULEUR EXPERTE IN JUST OVER AN HOUR MULTI-TONAL COLOR L‟ORÉAL Paris
Speech Acts Analysis: Eddie Cibrian: / Have you ever seen color like this before? / assert / Don‟t think so / expr / Couleur Experte from Loreal / assert / It‟s the only hair color / assert / that‟s really multi- tonal / assert / You wonder how they do that? / assert / Couleur Experte / assert / Two simple steps / assert / First there‟s amazing color / assert / then personalized highlights / assert / And look at that / direct / Multi-tonal color that‟s something else / expr / That‟s beautiful / expr / really beautiful / expr / Couleur Experte / assert / From Loreal Paris / assert / The only hair color that‟s really multi-tonal / expr / Because you‟re worth it / expr
Super: / LOREAL Paris / assert / Eddie Cibrian / assert / MULTI-TONAL COLOR / assert / 1 COULEUR EXPERTE / assert / 2 COULEUR EXPERTE / assert / IN JUST OVER AN HOUR / assert / MULTI-TONAL COLOR / assert / LOREAL Paris / assert
4.1.4 L’Oréal Infallible Never Fail Makeup
Source: E!, 10/15/05, Sexy Angel – Cameron Diaz
Length: 15 seconds
Narrative Structure: Lifestyle / Presenter
Contextual Situation: Showing Off One‟s Makeup The commercial starts with close-up of Mila Jovovich who shows off her perfect complexion. She asks the initial question, and, at the same time, provides a negative answer.
54 Her picture is replaced by the product being advertised. The super L‟ORÉAL Paris and New infallible appears on the screen. The male voice-over introduces the product. In the following scene, a finger presses the lid of the makeup bottle and a little bit of liquid makeup gets out. The voice-over informs about the product‟s uniqueness, which is also supported by the corresponding super – big number 5 and SINGS OF MAKEUP METLDOWN appear on a yellow background. The individual steps of the product usage are presented by several pictures with corresponding spoken commentary and the super. Thus, Infallible hides blemishes corresponds with a close-up of a face and with the super 1 HIDES BLEMISHES; ends rub-off with the picture of Mila Jovovich putting a white sweater on and the super reads 2 ENDS RUB-OFF, etc. The commercial finishes with the picture of the product, the L‟Oréal distinctive logo above and the name of the product superimposed next to the product itself. There is also the slogan BECAUSE YOU‟RE WORTH IT at the bottom of the screen.
Lexico-Grammatical Analysis: Mila Jovovich: Makeup meltdown? I don‟t think so. Male Voice-Over: New Infallible. L‟Oréal first never-fail makeup that fights the five signs of makeup meltdown. Infallible hides blemishes, ends rub-off, stops shine, combats signs of fatigue, fights heat and humidity for sixteen hours of beautiful skin. New Infallible from L‟Oréal.
Super: L‟ORÉAL Paris New Infallible 5 SINGS OF MAKEUP MELTDOWN 1 HIDES BLEMISHES 2 ENDS RUB-OFF 3 STOPS SHINE 4 COMBTAS SIGNS OF FATIGUE 5 FIGHTS HEAT & HUMIDITY 16 HOURS OF BEAUTIFUL SKIN L‟ORÉAL New Infallible BECAUSE YOU‟RE WORTH IT
Speech Acts Analysis: Mila Jovovich: / Makeup meltdown? / assert / I don‟t think so / expr Male Voice-Over: / New Infallible / assert / L‟Oréal first Never Fail Makeup / assert /that fight the five signs of makeup meltdown / assert / Infallible hides blemishes / assert / ends rub-off / assert / stops shine / assert / combats signs of fatigue / assert / fights heat and humidity for sixteen hours of beautiful skin / assert / New Infallible from L‟Oréal / assert
Super: / L‟ORÉAL Paris / assert / New infallible / assert / 5 SINGS OF MAKEUP MELTDOWN / assert / 1 HIDES BLEMISHES / assert / 2 ENDS RUB-OFF / assert / 3 STOPS SHINE / assert / 4 COMBTAS SIGNS OF FATIGUE5 FIGHTS HEAT & HUMIDITY / assert
55 / 16 HOURS OF BEAUTIFUL SKIN / assert / L‟ORÉAL / assert / New infallible / assert / BECAUSE YOU‟RE WORTH IT / assert
4.1.5 L’Oréal Vive
Source: VH1, 10/14/05, Jump Start
Length: 15 seconds
Narrative Structure: Lifestyle
Contextual Situation: Showing Off One‟s Hair The commercial starts with the picture of Eva Longoria lying on a white mattress and wearing black evening dress. She does not look directly into the camera; she tosses her hair. Her voice says Shampoo? and as she answers It‟s personal, she looks directly into the camera plus her name is superimposed in the right-upper corner. The following scene presents several Vive shampoos in a row; Eva Longoria‟s contribution accompanies the scene. As she comments on the specification of the Vive shampoo, a chemical formula and several calculations appear on the screen with her lying on the mattress in the background. As she says I‟ve found mine she looks directly into the camera. Then she speaks about one particular shampoo. It is presented on the screen in its original design. As the word nutrileum is mentioned, the same super appears on the screen across an orange liquid of the shampoo. The scene is followed by the row of the Vive shampoos. The following picture depicts Eva Longoria lying on the mattress and saying For signature hair that‟s simply brilliant. The corresponding super appears on the screen. The commercial finishes with L‟Oréal distinctive logo on a white background and Eva Longoria‟s voice saying Because you‟re worth it.
Lexico-Grammatical Analysis: Eva Longoria: Shampoo? It‟s personal. Mine‟s Vive by L‟Oréal. Each L‟Oréal is designed to target any specific hair type. I‟ve found mine. Smooth-intense with nutrileum. Vive by L‟Oréal Paris. For signature hair that‟s simply brilliant. Because you‟re worth it. Super: L‟ORÉAL Paris Eva Longoria For signature hair that‟s simply Brilliant L‟ORÉAL PARIS
Speech Acts Analysis: Eva Longoria: / Shampoo? / assert / It‟s personal / expr / Mine‟s Vive by L‟Oréal / assert /. Each L‟Oréal is designed to target any specific hair type / assert / I‟ve found mine / assert / Smooth-intense with nutrileum / assert / Vive by L‟Oréal Paris / assert / For signature hair that‟s simply brilliant / expr / Because you‟re worth it / assert
Super: / L‟ORÉAL Paris / assert / Eva Longoria / assert
56 / For signature hair that‟s simply Brilliant / expr / L‟ORÉAL PARIS / assert
4.1.6 Neutrogena Anti-Wrinkle, Anti-Blemish Cleanser
Source: VH1, 08/02/03, Ultimate Album – Kiss Alive
Length: 15 seconds
Narrative Structure: Presenter
Contextual Situation: Providing Instructions The commercial starts with a detail of a lady who might be in her forties. Her face is in the left part of the screen and there is a white background. She looks directly in the camera and asks Too old for breakouts? The super breakouts is located on the right part of the screen. When she asks Too young for wrinkles?, her head is on the right and the super wrinkles on the left part of the screen. The super disappears and she claims So you thought. As the product being advertised is introduced, the original package is shown up. The super NEW and Neutrogena accompanies this scene. The following scene presents the lady again. As she says It‟s a first, the super 1st appears next to her body. When she informs about how the product works, the corresponding pictures of the product being applied on her face are provided. The commercial finishes with the scene in which the product is presented in its original package with the super NEW, Neutrogena, and the web page www.neutrogena.com.
Lexico-Grammatical Analysis: Lady: Too old for breakouts? Too young for wrinkles? So you thought. New Neutrogena Anti-Wrinkle Anti-Blemish Cleanser. It‟s a first! It wipes wrinkles and blemishes every time you cleanse. Skin looks clearer and younger. New Neutrogena Anti-Wrinkle Anti-Blemish Cleanser.
Super: breakouts wrinkles NEW Neutrogena 1st wrinkles blemishes USE AS DIRECTED NEW Neutrogena www.neutrogena.com
Speech Acts Analysis: Lady: / Too old for breakouts? / assert / Too young for wrinkles? / assert / So you thought assert / New Neutrogena Anti-Wrinkle Anti-Blemish Cleanser / assert / It‟s a first! / assert / It wipes wrinkles / assert / and blemishes every time / assert / you cleanse / Skin looks clearer and younger / assert / New Neutrogena Anti-Wrinkle Anti-Blemish Cleanser / assert
57 Super: / breakouts / assert / wrinkles / assert / NEW Neutrogena / assert / 1st / assert / wrinkles / assert / blemishes / assert / USE AS DIRECTED / direct / NEW Neutrogena / assert / www.neutrogena.com / assert
4.1.7 Pantene Expressions
Source: VH1, 11/20/05, I Love the Holidays
Length: 30 seconds
Narrative Structure: Presenter
Contextual Situation: Showing Off One‟s Hair The commercial presents the three hair types, brunettes, blondes and reds, who represent the target groups of the product being advertised. The three models with the corresponding hair types are presented on the black background, the camera focusing mainly on their hair. The commercial starts with the scene in which a model with rich red hair sits on a floor and her hair waves slowly. The female voice-over enters, asking What can enhance your color, and the super enhance your color appears next to the model. Before the voice-over finishes her question, the camera provides a detail of the blonde model‟s face. As the voice- over finishes day after day?, the brunette model is shown up and the super day after day appears. The brunette model disappears and the blonde one is presented. When the voice-over provides the answer, Pantene Expressions, the detail of the product being advertised is displayed over the whole screen. As the voice-over lists for brunettes, blondes and reds, the individual products appear on the screen gradually. As the voice-over continues with the ingredients the product contains, the brunette model is shown from backwards. She spreads her hair and the animated Kromashine formulas fly towards her hair and illuminate it. The super kromashine appears at the bottom of the screen. In the scenes that follow, the models alternate with the product in its original package. The scenes are enhanced by various effects. In the last scene, the super PANTENE with its distinctive logo and THE BEAUTY OF HEALTH appear at the bottom of the screen.
Lexico-Grammatical Analysis: Female Voice-Over: What can enhance your color day after day? Pantene Expressions for brunettes, blondes and reds. Kromashine Pro-Vitamin formulas infuse every strand with healthy multidimensional shine, enhancing your color every day. Pantene Expressions for brunettes, blondes and reds. Radiate, glow, shimmer. That‟s the beauty of health.
Super: enhance your color day after day Kromashine
58 shampoo and conditioner vs Pantene shampoo alone PANTENE THE BEAUTY OF HEALTH
Speech Acts Analysis: Female Voice-Over: / What can enhance your color / assert / day after day? / assert / Pantene Expressions for brunettes, blondes and reds / assert / Kromashine Pro-Vitamin formulas infuse every strand with healthy multidimensional shine / assert / enhancing your color every day / assert / Pantene Expressions for brunettes, blondes and reds / assert / Radiate / direct / glow / direct / shimmer / direct /. That‟s the beauty of health / assert.
Super: / enhance your color / direct / day after day / assert / Kromashine / assert / shampoo and conditioner vs Pantene shampoo alone / assert / PANTENE / assert / THE BEAUTY OF HEALTH / assert
4.1.8 Tresemme Heat Tamer
Source: E!, 10/15/05, True Hollywood Story – Britney Spears
Length: 30 seconds
Narrative Structure: Presenter
Contextual Situation: At the Stylist The commercial starts with the scene in a hair salon. A male stylist works on his female customer‟s hair. He wears casual clothing and so does she. The first scene is also accompanied by the stylist‟s words considering his experience, Clients ask, but without actually saying it to the camera. As he goes on his clients‟ question, the detail of a hair-dryer takes the whole screen. The following scene presents a worried face of the customer looking at the mirror as if it was her who asks that question. As he provides the answer, the camera focuses on his face doing the same expression as one does when disagreeing (the head on the side and the lips smiling and saying nope). In the next scene, the stylist takes a bottle of Tresemme Heat Tamer and sprays it on his client‟s hair. The next scene depicts the stylist looking directly to the camera and smiling. When he mentions the product name, the camera offers the pictures of the product being advertised. In the following scenes, the stylist finishes her client‟s hair saying Get this safe hair from drying and frying. The detail of client‟s smiling face follows. Then the pictures of him and his client looking at the mirror are presented. The commercial finishes with Tresemme logo with the scene from the salon in the background
Lexico-Grammatical Analysis: Male Stylist: Clients ask: Won‟t my hair fry from all that heat? And I say: Nope, because the stylist knows before something hot touches hair, the hair must be protected. With if they‟re asking me, which they are, Tresemme Heat Tamer. It‟s a professional styling spray. Get this safe hair from drying and frying and Tresemme is affordable. My clients get smooth, salon
59 healthy hair every day. In other words, look out! Tresemme Heat Tamer. Professional. Affordable.
Super: TRESemmé Professional. Affordable.
Speech Acts Analysis: Male Stylist: / Clients ask / assert / Won‟t my hair fry from all that heat? / assert /And I say / assert / Nope / expr / because the stylist knows / assert / before something hot touches hair / assert / the hair must be protected / assert / With / if they‟re asking me / assert / which they are / assert / Tresemme Heat Tamer / assert / It‟s a professional styling spray / assert / Get this safe hair from drying and frying / direct / and Tresemme is affordable / assert / My clients get smooth, salon healthy hair every day assert / In other words / assert / look out! / direct / Tresemme Heat Tamer / assert / Professional / assert / Affordable / assert
Super: / TRESemmé / assert / Professional / assert / Affordable / assert
4.1.9 Veet Hair Removal Mousse
Source: VH1, 08/02/03, Ultimate Album – Kiss Alive
Length: 15 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: Shaving One‟s Legs The commercial starts with the detail on a young lady‟s face. She seems to look at something on the floor; in fact, she concentrates on shaving her legs as the next shot reveals. As the female voice-over starts with the question Still shaving? in a rather despising tone, the camera reveals the lady walking out of the shower, with the towel around her body. She passes another girl and she looks at her in an apologetic way as if the other lady asked her the question. As the voice-over introduces the product being advertised, the camera presents the product on a shower shelf. The spray is taken away and sprayed on the lady‟s leg. The voice- over accompanies the scene by saying The one of a kind hair-removal in a convenient aerosol. There is also the super that provides the information about the application. The following scenes present the usage of the product. The next scene depicts the lady sitting and stroking her smooth legs. The commercial finishes with the picture of crossed legs being gently stroked and with the picture of the product next to the legs. Above the product, the super reads feel smoother for longer; below it, it says versus shaving.
Lexico-Grammatical Analysis: Female Voice-Over: Still shaving? Veet Mousse. The one of a kind hair-removal in a convenient aerosol. Simply spray on, wait and wash it off. Veet Mousse. Enriched with Aloe. Feel smoother for longer.
60 Super: Leave on skin 8 minutes. Use only as directed. Enriched with Aloe Vera and Vitamin E feel smoother for longer versus shaving
Speech Acts Analysis: Female Voice-Over: / Still shaving? / assert / Veet Mousse / assert / The one of a kind hair- removal in a convenient aerosol / assert / Simply spray on / direct / wait / direct / and wash it off / direct / Veet Mousse / assert / Enriched with Aloe / assert / Feel smoother for longer / direct
Super: / Leave on skin 8 minutes / direct / Use only as directed / direct / Enriched with Aloe Vera and Vitamin E / assert / feel smoother for longer / direct / versus shaving / assert
4.1.10 VO5
Source: VH1, 10/14/05, Jump Start
Length: 30 seconds
Narrative Structure: Lifestyle / Presenter
Contextual Situation: Showing Off One‟s Hair The commercial uses the white and red animation; people are white, while the background is red. It starts with a young boy and a young girl dancing. The female voice-over enters, asking Want style that moves, shakes and just won‟t quit?, which is accompanied by the picture of the girl shaking and tossing her head. As the voice-over introduces the product being advertised, the logo of the company appears on the screen. Three of the products of the set are presented together with the dancing participants. As the voice-over describes the product, a girl with long hair and a boy with short hair are presented. The next scene presents the individual products. The commercial finishes with the picture of all of the products offered by VO5. The very last scene reveals the detail of the girl‟s hair, this time not animated; the voice-over How hair comes alive! quotes the corresponding super.
Lexico-Grammatical Analysis: Female Voice-Over: Want style that moves, shakes and just won‟t quit? Introducing VO5 styling. Our five vitamin formula gives you flexibility with control to whip your style in the shape. Now there are twelve exciting ways to get healthy style that knows how to move. VO5. How hair comes alive!
Super: Alberto VO5 5 vitamin
61 VO5 How hair comes Alive!
Speech Acts Analysis: Female Voice-Over: / Want style that moves / assert / shakes / assert / and just won‟t quit? / assert / Introducing VO5 styling / assert / Our five vitamin formula gives you flexibility with control / assert / to whip your style in the shape / assert / Now there are twelve exciting ways to get healthy style / assert / that knows how to move / assert / VO5 / assert / How hair comes alive! / expr
Super: / Alberto VO5 / assert / 5 vitamin / assert / VO5 / assert / How hair comes Alive! / expr
4.2 Non-Question-Start Subfield The commercials in this subfield are initiated either by a declarative or by an imperative sentence, provided either by the voice-over or the secondary participant.
4.2.1 Almay Nearly Naked
Source: Discovery Channel, 08/20/03, Perfect Partner
Length: 15 seconds
Narrative Structure: Presenter
Contextual Situation: Showing Off One‟s Complexion The commercial starts with the picture of a model turning her head towards the camera, smiling. We can see her shoulders. She seems to wear nothing. The female voice-over enters, appealing the persuadee Go naked. The following picture presents the flacon of a makeup, spinning slowly. As the voice-over adds Well, nearly, the scene goes back to the model. The next shot shows the product being advertised with its name on the lid. As the lid flies away, the voice-over introduces the product. The product moves slowly upwards and as it moves, the super WEIGHTLESS is revealed. The following scene depicts two fingers touching the pad, while the voice-over describes the product. The model applies the makeup on her face. At the same time, the super FLAWLESS appears on the screen. The following pictures offer the details of the model‟s face and the product in its original package. The commercial finishes with the super ALMAY, HYPO-ALLERGENIC and the web page.
Lexico-Grammatical Analysis: Female Voice-Over: Go naked. Well, nearly. Almay Nearly Naked. A weightless liquid makeup. One touch on the pad gives you flawless coverage. It feels naked, only nicer. Nearly Naked in Almay. Hypo-allergenic.
Super: WEIGHTLESS FLAWLESS
62 ALMAY HYPO-ALLERGENIC almay.com
Speech Acts Analysis: Female Voice-Over: / Go naked / direct / Well / expr / nearly / expr / Almay Nearly Naked / assert / A weightless liquid makeup / assert / One touch on the pad gives you flawless coverage / assert / It feels naked / assert / only nicer / assert / Nearly Naked in Almay / assert / Hypo-allergenic / assert
Super: / WEIGHTLESS / assert / FLAWLESS / assert / ALMAY / assert / HYPO-ALLERGENIC / assert / almay.com / assert
4.2.2 Clearasil Ultra
Source: VH1, 11/20/05, All Access
Length: 15 seconds
Narrative Structure: Presenter
Contextual Situation: Showing Off One‟s Complexion The commercial starts with the picture of a young girl speaking directly to the camera. The upper and the lower parts of the screen are bordered by light blue stripes, plus there is a light blue square on the left, reading DAY 1, CLEARASIL ULTRA. The girl appeals the persuadee to watch her skin. As she describes the way the product being advertised works, the number in the blue square changes into 2 and also her outfit changes, in order to prove the time shift. Moreover, the light blue square changes its color to darker one. The following picture presents the product in its original package. When the day 3 begins, the number in the square as well as her outfit change. The commercial finishes with the girl sitting on a sofa and smiling. She does not speak directly to the camera, her voice is off the screen, saying Clearer skin in three days. Guaranteed. On the left, there is the set of the products being advertised, plus the super that corresponds with the spoken entity.
Lexico-Grammatical Analysis: Girl: Watch my skin. This is what can happen over three days if I use new Clearasil Ultra. A face wash so amazing it‟s guaranteed to make skin clearer by day three. New Clearasil Ultra. Clearer skin in three days. Guaranteed.
Super: Dramatization DAY 1 CLEARASIL ULTRA DAY 2
63 CLEARASIL ULTRA See guarantee details at www.clearasil.us DAY 3 CLEARASIL ULTRA Dramatization CLEARER SKIN IN 3 DAYS GUARANTEED
Speech Acts Analysis: Girl: / Watch my skin / direct / This is / assert / what can happen over three days / assert /if I use new Clearasil Ultra / assert /. A face wash so amazing / expr / it‟s guaranteed to make skin clearer by day three / assert / New Clearasil Ultra / assert / Clearer skin in three days / assert / Guaranteed / assert /
Super: / Dramatization / assert / DAY 1 / assert / CLEARASIL ULTRA / assert / DAY 2 / assert / CLEARASIL ULTRA / assert / See guarantee details at www.clearasil.us / direct / DAY 3 / assert / CLEARASIL ULTRA / assert / Dramatization / assert / CLEARER SKIN IN 3 DAYS / assert / GUARANTEED / assert
4.2.3 Dove Essential Nutrients Day Cream
Source: DC, 08/20/03, Home Matters
Length: 30 seconds
Narrative Structure: Product Demonstration Contextual Situation: Describing the Product The commercial starts with the contours of a dove (the symbol of the company) on the white background. The female voice-over enters, informing Dove Face is here. The next picture presents the advertised product in its original package. This shot is accompanied by Glowing skin is yours. The next pictures present the ingredients the product contains. They are also provided by the voice-over and the super, but in the written entity, they are slightly modified. In the next shot, the logo of the product appears and the voice-over informs Dove is here. As the voice-over promises Your face will glow every day, the logo changes into the original package. The product is again presented on the white background and the voice-over continues Essential Nutrients Day Cream. The commercial finishes with the opening scene in which the contours of the dove are accompanied by the super new dove face care.
64 Lexico-Grammatical Analysis: Female Voice-Over: Dove Face is here. Glowing skin is yours. With green tea, vitamins and spring water. Essential nourishment your skin needs, in one essential face cream. Dove is here. Your face will glow every day. Essential Nutrients Day Cream. New from Dove face.
Super: dove face is here green tea extract vitamins pure spring water dove.com new dove face care
Speech Acts Analysis: Female Voice-Over: / Dove Face is here / assert / Glowing skin is yours / assert / With green tea / assert / vitamins / assert / and spring water / assert / Essential nourishment your skin needs / assert / in one essential face cream / assert / Dove is here / assert / Your face will glow every day / commis / Essential Nutrients Day Cream / assert / New from Dove face / assert
Super: / dove face is here / assert / green tea extract / assert / vitamins / assert / pure spring water / assert$ / dove.com / assert / new dove face care / assert
4.2.4 L’Oréal Endless Kissable Shine Wear
Source: VH1, 10/14/05, Caught on Tape
Length: 15 seconds
Narrative Structure: Lifestyle / Presenter
Contextual Situation: Going Out The commercial starts with the close-up of Mila Jovovich. She mentions her wish to be attractive tonight, speaking directly to the camera. The following sequence of shots depicts her and a male secondary participant kissing. Mila Jovovich introduces the product, plus she praises it. The next shot presents the product being advertised in its original package. Then the male voice-over enters. He provides the instructions. His contribution corresponds with the pictorial code and the super. The commercial finishes with Mila Jovovich completing the instructions, while the product is presented one more time.
Lexico-Grammatical Analysis: Mila Jovovich: Tonight I wanna shine. And I can with new Endless Kissable Shine Wear from L‟Oréal. It‟s the glossiest zero-transfer lip duo ever.
65 Male Voice-Over: First apply the kiss-proof color that lasts, then apply the long-lasting gloss to finish. Mila Jovovich: Together they create extraordinary Endless Kissable Shine Wear.
Supers: THE GLOSSIEST ZERO-TRANSFER LIP DUO EVER *Among lipstick and liquid gloss duos, zero transfer when kissing. 1 KISS-PROOF COLOUR 2 LONG-LASTING GLOSS L‟ORÉAL BECAUSE YOU‟RE WORTH IT.
Speech Acts Analysis: Mila Jovovich: / Tonight I wanna shine / expr / And I can with new Endless Kissable Shine Wear from Loreal / assert / It‟s the glossiest zero-transfer lip duo ever / assert / Male Voice-Over: / First apply the kiss-proof color / direct / that lasts / assert / then apply the long-lasting gloss / direct / to finish / assert Mila Jovovich: / Together they create extraordinary Endless Kissable Shine Wear / assert .
Super: / THE GLOSSIEST ZERO-TRANSFER LIP DUO EVER / assert / *Among lipstick and liquid gloss duos / assert / zero transfer when kissing / assert / 1 KISS-PROOF COLOUR / assert / 2 LONG-LASTING GLOSS / assert / LOREAL / assert / BECAUSE YOU‟RE WORTH IT / assert
4.2.5 L’Oréal Revitalift
Source: E!, 10/15/05, Sexy Angel – Cameron Diaz
Length: 15 seconds
Narrative Structure: Lifestyle / Presenter
Contextual Situation: Offering Anti-Aging Product The commercial starts with the close-up of Andie Macdowell‟s face. Her name is superimposed in the left-bottom corner. She looks directly into the camera and smiles. She looks for agreement with the persuadee by saying When you are fortish you want an intense defense against aging. The following picture provides the product being advertised. Two animated arrows go upwards along the sides of the product. The super accompanying the scene is L‟ORÉAL PARIS, NEW and REFITALIFT DOUBLE LIFTING. Andie Macdowell introduces the product. The next scene reveals the detail of a hand pressing the bottle; two drops of crème, red and white, get out of it. The male voice-over enters, also introducing the product, plus he describes the way it works. The following shot depicts Andie Macdowell; her finger copies the line of her jaw and it is followed by an animated arrow. Then her face is shown from the front and is accompanied by the super Lifts and Retightens and Appearance of wrinkles start to disappear within one week. Another animated arrow copies the line of her
66 face. As the voice-over continues with his contribution, a shadow passes over Andie Macdowell‟s face, lightening it. The commercial finishes with the picture of the product; the voice-over repeats the product name again.
Lexico-Grammatical Analysis: Andie MacDowell: When you are fortish you want an intense defense against aging. With new Revitalift Double Lifting from L‟Oréal. Male Voice-Over: Revitalift lifts and retightens skin instantly. Moisturizers smooth wrinkles away. Andie MacDowell: For me, nothing revitalizes your skin better than the Revitalift. Male Voice-Over: Revitalift Double Lifting from L‟Oréal.
Super: ANDIE MACDOWELL L‟ORÉAL PARIS NEW REVITALIFT DOUBLE LIFTING Lifts and Retightens Appearance of wrinkles start to disappear within one week L‟ORÉAL PARIS NEW REVITALIFT DOUBLE LIFTING BECAUSE YOU‟RE WORTH IT
Speech Acts Analysis: Andie MacDowell: / When you are fortish / assert / you want an intense defense against aging / assert / With new Revitalift Double lifting from Loreal / assert / Male Voice-Over: / Revitalift lifts / assert / and retightens skin instantly / assert / Moisturizers smooth wrinkles away / assert Andie MacDowell: / For me / expr / nothing revitalizes your skin better than the Revitalift / assert /. Male Voice-Over: / Revitalift Double lifting from Loreal / assert
Super: / ANDIE MACDOWELL / assert / LOREAL PARIS NEW REVITALIFT DOUBLE LIFTING / assert / Lifts / assert / and Retightens / assert / Appearance of wrinkles start to disappear within one week / assert / LOREAL PARIS NEW REVITALIFT DOUBLE LIFTING / assert / BECAUSE YOU‟RE WORTH IT / assert
4.2.6 Maybelline Dream Matte Mousse Foundation
Source: E!, 10/15/05, Sexy Angel – Cameron Diaz
Length: 15 seconds
Narrative Structure: Presenter
Contextual Situation: Showing Off One‟s Complexion The commercial starts with the scene in which an old billboard on a house wall is overlaid by a new one. It depicts Maybelline Dream Matte Mousse, the product being advertised. The female voice-over enters, introducing the company and the product. The
67 following scene presents the product being advertised in its original package. The lid of the product carries its name; the super MAYBELLINE NEW YORK appears at the bottom. While the voice-over appeals the persuadee to touch it, two fingers touch the mousse inside the round little box. This detailed picture provides the fact that the advertised makeup differs from a normal one in its mousse character. When the voice-over appreciates the products. a model is depicted, touching gently her skin. The scene with two fingers is repeated but is quickly followed by the close-up of another model. The voice-over repeats the product name, the models look directly to the camera. The commercial finishes with the jingle Maybe it‟s Maybelline and with the picture of the three girls, this time lying, but the camera shows only their heads that touch one another. All of them smile and there is the super MAYBELLINE NEW YORK.
Lexico-Grammatical Analysis: Female Voice-Over: Maybelline New York brings you Dream Matte Mousse Foundation. Touch it! Amazing air-soft feel. Pure matte perfection for a revolutionary foundation. Dream Matte Mousse. Jingle: Maybe it‟s Maybelline.
Super: MAYBELLINE NEW YORK pure matte perfection MAYBELLINE NEW YORK
Speech Acts Analysis: Female Voice-Over: / Maybelline New York brings you dream matte mousse foundation / assert / Touch it! / direct / Amazing air-soft feel / assert / Pure matte perfection for a revolutionary foundation / assert / Dream matte mousse / assert Jingle: Maybe it‟s Maybelline.
Super: / MAYBELLINE NEW YORK / assert / pure matte perfection / assert / MAYBELLINE NEW YORK/ assert
4.2.7 Maybelline Sky High Curves Mascara
Source: VH1, 08/02/03, Ultimate Album – Kiss Alive
Length: 30 seconds
Narrative Structure: Presenter
Contextual Situation: Showing Off One‟s Eyelashes The commercial starts with the picture of a young lady getting out of a yellow taxi on a street of New York City. The female voice-over enters, appealing the persuadee Heads up, girls. The next scene reveals that there are actually two young ladies, one white and one Afro- American. They both look upwards, pointing to something. The following pictures reveal that they are looking at a billboard on which an eye with extremely long lashes that exceeds the
68 billboard is depicted. The camera zooms onto the eye and several blue animated arrows copy the lashes. The following scene depicts the two ladies walking along the street of New York, the super MAYBELLINE NEW YORK is located in the central part of the screen and the voice- over introduces the product being advertised. The following scene depicts a mascara and a brush flying down from the tops of the New York skyscrapers. The super informs NEW and sky high curves. In the next shot, eyelashes are brushed. This is presented from above. The voice-over describes the way it works, while the eye is presented from the front. There is the super extreme length above the eye and again, several blue animated arrows copy the lashes. The next shot reveals another detail of the eye, this time from different angel. The voice-over continues with his contribution, while the super based on laboratory testing, an outline of the thirty degree and the super 30º curl appear next to the detail of the eye. One of the ladies looks directly into the camera and says The sky‟s the limit. When the voice-over repeats the name of the product, a mascara together with a brush flies down from the top of the skyscrapers. The following pictures show the ladies looking up at the billboard, smiling. The voice-over repeats the product name once more time. The commercial finishes with the jingle Maybe she‟s born with it, maybe it‟s Maybelline and with the picture of the ladies walking along the street and turning their heads to the camera
Lexico-Grammatical Analysis: Female Voice-Over: Heads up, girls. Now lashes go sky high with extreme length so in curves. Maybelline New York unleashes new Sky High Curves, extremely in-curl mascara. Patented brush builds extremely the under lash line and it‟s a daring thirty degree curl for gravity to find lashes that never seem to stop. Lady: The sky‟s the limit. Female Voice-Over: New Sky High Curves Mascara. From Maybelline New York. Jingle: Maybe she‟s born with it. Maybe it‟s Maybelline.
Super: MAYBELLINE NEW YORK NEW sky high curves extreme length based on laboratory testing 30º curl NEW sky high curves MAYBELLINE NEW YORK
Speech Acts Analysis: Female Voice-Over: / Heads up / direct / girls / direct / Now lashes go sky high with extreme length so in curves / assert / Maybelline New York unleashes new Sky High Curves / assert / extremely in-curl mascara / expr / Patented brush builds extremely the under lash line / assert / and it‟s a daring thirty degree curl for gravity / assert / to find lashes / assert / that never seem to stop / assert Lady: / The sky‟s the limit / expr Female Voice-Over: / New Sky High Curves Mascara / assert / From Maybelline New York / assert Jingle: / Maybe she‟s born with it / assert / Maybe it‟s Maybelline / assert
Super: / MAYBELLINE NEW YORK / assert / NEW sky high curves / assert
69 / extreme length / assert / based on laboratory testing / assert / 30º curl / assert / NEW sky high curves / assert / MAYBELLINE NEW YORK / assert
4.2.8 Olay Daily Facials
Source: VH1, 11/20/05, All Access
Length: 15 seconds
Narrative Structure: Presenter
Contextual Situation: Taking Care of One‟s Complexion The commercial starts with the scene in which an Afro-American lady, with her finger in the corner of her mouth, looks at and thinks about something intensively. The female voice- over enters, comparing the product to a various products. The next scene reveals that she is looking for the product being advertised in her bathroom mirror. As she reaches the product, the voice-over introduces it. When the voice-over starts enumerating like a cleanser, toner, masks, scrub, a detail on a hand holding a foamed cloth is provided. The corresponding super appears. In the next picture, the lady cleans her face, using the product being advertised. Then it is presented in its original package. The commercial finishes with the scene in which the young lady kneels in front of her closet; she wears summer dress and tries to choose the right pair of shoes from a pile in front of her. The voice-over comments If only every decision and as it finishes was this easy, the camera zooms in and the lady throws away one of the shoes, smiling. There is the super LOVE that changes into the logo OLAY.
Lexico-Grammatical Analysis: Female Voice-Over: It‟s a cleanser that‟s like nothing you‟ve used before because it‟s like everything you‟ve used before. Olay Daily Facials like a cleanser, toner, masks, scrub. Four cleansers, one amazing cloth. If only every decision was this easy.
Super: cleanser toner mask scrub LOVE OLAY
Speech Acts Analysis: Female Voice-Over: / It‟s a cleanser / assert / that‟s like nothing / assert / you‟ve used before / assert / because it‟s like everything / assert / you‟ve used before / assert / Olay daily facials like a cleanser, toner, masks, scrub / assert / Four cleansers / assert / one amazing cloth / assert / If only every decision was this easy / direct
Super: / cleanser toner mask scrub / assert / LOVE OLAY / direct
70 4.2.9 Olay Regenerist
Source: VH1, 08/02/03, Behind the Music – Aerosmith
Length: 30 seconds
Narrative Structure: Presenter
Contextual Situation: Discussing Anti-Aging Process The commercial starts with a picture of a woman with her eyes closed. Behind her, there is a surgical light. The female voice-over enters, searching for agreement with the persuadee. The woman is shown from different angels, while the various instruments mentioned by the voice-over are depicted. The following scene presents the set of Olay products and the voice-over introduces it. When the voice-over mentions the advantage of the product, the camera focuses on the woman‟s face. Small animated color cells that penetrate into the woman‟s skin appear. Then the cells take the whole screen, and as the voice-over describes the way the product being advertised works, the super Renews skin‟s outer layer one cell at a time to reveal newer skin and regenerist appears on the screen. The following picture depicts two fingers pressing the top of the product; a white crème comes out of it. The voice- over appeals the persuadee to give her face a lift with the product being advertised that is presented again. The commercial finishes with the picture of the woman looking directly to the camera and smiling; the voice-over appeals Love the skin you‟re in, which is also displayed in the super.
Lexico-Grammatical Analysis: Female Voice-Over: If you are thinking about the chemical peel, laser treatment or injection and even if you are not, we think you should know about this less drastic approach. Olay Regenerist. Not just skincare, cellcare. Olay uses an Amino-Peptide complex to beautifully regenerate skin‟s appearance, one cell at a time. Give your face a lift. With Olay Regenerist. Love the skin you‟re in.
Super: regenerist Renews skin‟s outer layer one cell at a time to reveal newer skin. regenerist smoothes skin‟s appearance OLAY love the skin you‟re in go to olay.com for a free sample
Speech Acts Analysis: Female Voice-Over: / If you are thinking about the chemical peel, laser treatment or injection / assert / and even if you are not / assert / we think you should know about this less drastic approach / expr / Olay Regenerist / assert / Not just skincare / assert / cellcare / assert / Olay uses an Amino-Peptide complex / assert / to beautifully regenerate skin‟s appearance, one cell at a time / assert / Give your face a lift / direct / With Olay Regenerist / assert / Love the skin / direct / you‟re in / assert
Super: / regenerist / assert
71 / Renews skin‟s outer layer one cell at a time / assert / to reveal newer skin / assert / regenerist / assert / smoothes skin‟s appearance / assert / OLAY / assert / love the skin you‟re in / direct / go to olay.com for a free sample / direct
4.2.10 Revlon Moisturous Lipcolor
Source: Discovery Channel, 08/20/03, Perfect Partner
Length: 15 seconds
Narrative Structure: Presenter
Contextual Situation: Showing Off One‟s Lips The commercial starts with the close-up of a young lady‟s face who looks directly into the camera. The next shot reveals her whole body; she says Your lips will never feel the same. What follows next is a very quick slide show of pictures of colored lips and the super moisturous. Then the female voice-over enters, introducing the product being advertised. The following scene presents two lipsticks on white background. The scene in which a drop falls down on lipsticks is commented by the voice-over Mouth-watering color. As the voice-over mentions Glistening shine, the camera presents a detail on colored lips. When the voice-over appeals Lavish your lips on luscious color, a pair of lips is colored and the super 24 glistening shades appears at the bottom of the screen. When the young lady says off the screen Only Revlon makes it, the whole screen is first covered with several reddish spots that change into the cluster of lipsticks with the super ONLY REVLON MAKES IT. When the female voice- over mentions Only you make it with the stress on you, the camera offers again the whole figure of the young lady. She looks directly to the camera, smiles and finishes the utterance with unforgettable. The same is provided by the super.
Lexico-Grammatical Analysis: Young Lady: Your lips will never feel the same. Female Voice-Over: Moisturous lipcolor. Mouth-watering color. Glistening shine. Lavish your lips on luscious color. Young Lady: Only Revlon makes it. Female Voice-Over: Only you make it Young Lady: unforgettable.
Super: moisturous 24 glistening shades ONLY REVLON MAKES IT ONLY YOU MAKE IT UNFORGETTABLE REVLON revlon.com
72 Speech Acts Analysis: Young Lady: / Your lips will never feel the same / commis Female Voice-Over: / Moisturous lipcolor / assert / Mouth-watering color / assert / Glistening shine / assert / Lavish your lips on luscious color / direct Young Lady: / Only Revlon makes it / assert Female Voice-Over: / Only you make it / assert Young Lady: / unforgettable / assert
Super: / moisturous / assert / 24 glistening shades / assert / ONLY REVLON MAKES IT / assert / ONLY YOU MAKE IT UNFORGETTABLE / assert / REVLON / assert / revlon.com / assert
73 5 Medical Products Field The field operates with commercials that promote various medicaments, including laxatives, analgesics, dietary supplement for losing one‟s weight, etc. It is divided into the Confession Subfield and the Non-Confession Subfield. The former contains commercials in which the secondary participant speaks directly to the camera, while the latter contains commercials where the secondary participants feature in a dialogical situation with another secondary participant.
5.1 Confession Subfield The commercials in this field address both males and females. The narrative structure of all the commercials is Slice of Life, since the secondary participant is engaged in a dialogical situation with the persuadee. He or she shares their experience with the product being advertised.
5.1.1 Actonel
Source: VH1, 11/20/05, All Access
Length: 60 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: Talking about Osteoporosis The secondary participant is a lady in her fifties. While she is featured, several objects of everyday use are animated. The prevailing color is blue. Moreover, during the whole commercial, there are two blue stripes; one at the top and the other at the bottom part of the screen. The bottom one carries the supers. The commercial starts with the animated super fight osteoporosis WITH Actonel risedronate sodium tablets that takes almost the whole screen. On the left, there are several animated flowers. The voice of the lady starts here, saying Fight osteoporosis with Actonel. The next scene shows the lady. She is dressed in a fancy black suit and she tries to reach a vase on a shelf. She asks Did that shelf get higher? The following scenes present pictures from her recent life; she has experienced changes in her height and body. Therefore, she shares her experience with visiting her doctor who explained her the changes and offered her solution. She provides the doctor‟s explanation to the persuadee, plus she introduces the product being advertised. Then the lady informs about the way the medicament works. The following scenes present how her condition has changed after using the product being advertised. The male voice-over enters, providing more information about the product being advertised, especially its drawbacks such as side effects, who should not use it, etc. The super appeals the persuadee to obtain more information by providing the web page, phone number, etc. When the voce-over finishes, the lady appears on the screen again, ensuring the persuadee that the product offers the best cure of osteoporosis. The commercial finishes with the super Acotnel risedronate sodium tablets on the right side of the screen.
Lexico-Grammatical Analysis: Lady: Fight osteoporosis with Actonel. Did that shelf get higher? Is my husband taller? Did my skirt get longer? No, I‟m shrinking, shrinking! My doctor said that shrinking could be tiny fractures caused by osteoporosis. Prescription Actonel helps prevent osteoporosis. Osteoporosis? But I‟m not old! He said after menopause bones can become brittle, weak and
74 fracture. Actonel helps protect your bones from the source it causes osteoporosis to help them stay strong and fight fracture. Male Voice-Over: You should not take Actonel if you have low blood calcium, severe kidney disease or can‟t consider stand for thirty minutes. Follow dosing instructions carefully. Stop taking Actonel and tell your doctor if you experience difficult or painful swallowing, chest pain or severe or continuing heartburn as these maybe signs of serious upper digestive problems. Lady: Actonel cannot get back lost height but it will help fight fracture. Talk to your doctor. And visit actonel.com. Act now and help fight fracture with Actonel.
Super: fight osteoporosis WITH Actonel risedronate sodium tablets Height loss occurs gradually over time. PRESCRIPTION Actonel (risedronate sodium tablets) Prescription only. Individual results may vary. Some risk factors include: Caucasian/Asian race, family history, small frame and smoking. Actonel is for the prevention and treatment of postmenopausal osteoporosis. See our ad in Good Housekeeping. Actonel. Call 1-877-Actonel Actonel Visit Actonel.com Actonel Talk to your doctor for more information about Actonel and your risk of osteoporosis. Actonel.com Act now Actonel risedronate sodium tablets
Speech Acts Analysis: Lady: / Fight osteoporosis with Actonel / direct / Did that shelf get higher? / assert / Is my husband taller? / assert / Did my skirt get longer? / assert / No / expr / I‟m shrinking / expr / shrinking / expr / My doctor said / assert / that shrinking could be tiny fractures caused by osteoporosis / assert / Prescription Actonel helps prevent osteoporosis / assert / Osteoporosis? / expr / But I‟m not old! / expr / He said / assert / after menopause bones can become brittle, weak and fracture / assert / Actonel helps protect your bones from the source / assert / it causes osteoporosis to help them stay strong and fight fracture / assert / Male Voice-Over: / You should not take Actonel / direct / if you have low blood calcium, severe kidney disease / assert / or can‟t consider stand for thirty minutes / assert / Follow dosing instructions carefully / direct / Stop taking Actonel / direct / and tell your doctor / direct / if you experience difficult or painful swallowing, chest pain or severe or continuing heartburn / assert / as these may be signs of serious upper digestive problems / assert Lady: / Actonel cannot get back lost height / assert / but it will help fight fracture / commis / Talk to your doctor / direct / And visit actonel dot com / direct / Act now / direct /and help fight fracture with Actonel / direct
Super: / fight osteoporosis WITH Actonel risedronate sodium tablets / direct / Height loss occurs gradually over time / assert / PRESCRIPTION Actonel / assert / (risedronate sodium tablets) / assert / Prescription only / assert
75 / Individual results may vary / assert / Some risk factors include: Caucasian/Asian race, family history, small frame and smoking / assert / Actonel is for the prevention and treatment of postmenopausal osteoporosis / assert / See our ad in Good Housekeeping / direct / Actonel / assert / Call 1-877-Actonel / direct / Actonel / assert / Visit Actonel.com / direct / Actonel / assert / Talk to your doctor for more information about Actonel and your risk of osteoporosis / direct / Actonel.com / assert / Act now / direct / Acotnel risedronate sodium tablets / assert
5.1.2 Avlimil
Source: Discovery Channel, 08/20/03, Home Matters
Length: 30 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: Talking about Sex Life The commercial starts with the close-up of a lady in her late thirties. She is probably in her living room. During the whole commercial, there are two white stripes; one at the top and the other at the bottom of the screen. Both of them carry the enlarging super type. The lady looks directly into the camera and says Spark? You wanna know where the spark went? The next shot reveals that she is dressed in white. She starts her confession, the pictures provide the corresponding scenes from her life, such as lost of sexual appetite, job, stress, etc. Then she introduces the product being advertised that has improved her sexual life. The female voice-over enters, describing the product, while the pictorial code presents the original package. The next shot shows the lady again. She smiles and admits that she has discovered passion again. The commercial finishes with the scene in which she dances on the bed, while her husband look at her, smiling. The voice-over and the super appeal the persuadee to visit the web page or go online to obtain more information.
Lexico-Grammatical Analysis: Lady: Spark? You wanna know where the spark went? I used to think – sex life. Hmm. That‟s gonna fit somewhere in between kids, work, cleaning, stress. Even if I was in the mood, I was just too tired. Well, that was before I heard about Avlimil. Female Voice-Over: Introducing Avlimil. The new non-prescription once daily tablet, made just for us. Lady: I tried it. I had passion. Yeah, passion. Who would‟ve thought? Passion! Female Voice-Over: For free thirty day sample cycle call or go online today.
76 Super: improved libido and response call today for free 30 day sample cycle 800-778-3350 avlimil.com physician-approved HRT alternative call today for free 30 day sample cycle 800-778-3350 avlimil.com call or go online
Speech Acts Analysis: Lady: / Spark? / expr / You wanna know / assert /where the spark went? / assert / I used to think / assert / sex life / assert / Hmm / expr / That‟s gonna fit somewhere in between kids, work, cleaning, stress / assert / Even if I was in the mood / assert / I was just too tired / expr / Well / expr / that was / assert / before I heard about Avlimil / assert / Female Voice-Over: / Introducing Avlimil / assert / The new non-prescription once daily tablet / assert / made just for us / assert Lady: / I tried it / assert / I had passion / expr / Yeah / expr / passion / expr / Who would‟ve thought / expr / Passion! / expr Female Voice-Over: / For free thirty day sample cycle call / direct / or go online today / direct
Super: / improved libido and response / assert / call today for free 30 day sample cycle / direct / 800-778-3350 / assert / avlimil.com / assert / physician-approved HRT alternative / assert / call today for free 30 day sample cycle / direct / 800-778-3350 / assert / avlimil.com / assert / call / direct / or go online / direct
5.1.3 Icy Hot Back Patch
Source: The Weather Channel, 07/22/03, PM Edition
Length: 15 seconds
Narrative Structure: Lifestyle / Presenter
Contextual Situation: Talking about Back Pain The secondary participant promoting the product being advertised is the basketball player Shaquille O‟Neal. The commercial starts with the close-up of his face. He wears a shirt, sits in the changing room, looks directly into the camera and says I‟m just like you. The following shots present moments of a basketball match in which O‟Neal scores. Then the camera shows him again. He admits that he has to work hard, even though he suffers from back pain. The back pain is presented by the scene from the basketball field where O‟Neal
77 touches his back, grinning. After that, the product being advertised is presented. The male voice-over enters, introducing the product, and comparing it to similar products. In the next shot, the screen is divided into two halves. Each half depicts the lumbar part of the human body. The halves differ in the use of the products. The left half carries Icy Hot Back Patch and a big patch on the back, whereas the right half reads ordinary patch and carries a small patch. As the voice-over describes the way it works, the corresponding pictures demonstrate it. After this presentation, O‟Neal is shown again, scoring. The picture of the original package is in the left lower corner of the screen. The last picture shows O‟Neal again in the changing room. He wears the sport dress, looks directly into the camera, points at the persuadee and says Count on it.
Lexico-Grammatical Analysis: O‟Neal: I‟m just like you. I work hard every day. Back pain or not. „Cause I get big relief from the new Icy Hot Back Patch. Male Voice-Over: Bigger than ordinary patches, first it‟s icy to dull the pain, then it‟s hot to relax it away. New Icy Hot Back Patch. O‟Neal: Count on it.
Super: ICYHOT Back Patch Ordinary Patches For minor pain. Use as directed for temporary relief. ICY HOT
Speech Acts Analysis: O‟Neal: / I‟m just like you / assert / I work hard every day / assert / Back pain or not / assert / /„cause I get big relief from the new Icy Hot Back Patch / assert Male Voice-Over: / Bigger than ordinary patches / assert / first it‟s icy / assert / to dull the pain / assert / then it‟s hot / assert / to relax it away / assert / New Icy Hot Back Patch / assert O‟Neal: / Count on it / direct.
Super: / ICYHOT Back Patch / assert / Ordinary Patches / assert / For minor pain / assert / Use as directed for temporary relief / direct / ICY / assert / HOT / assert
78 5.1.4 Neosporin
Source: FX, 08/23/03, M.A.S.H.
Length: 15 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: Curing Minor Injuries The commercial starts with the scene in which the mother, in her forties, opens the door to her two children who runs out of the house. When she opens the door, she looks directly into the camera and says I can‟t follow them everywhere. The next scene presents the mother taking care of her son‟s injured knee. This scene is in black and white, only the product being advertised that she holds in her hand and applies on the cut is in color. The mother introduces the product. The next picture offers the comparison of the product being advertised to an ordinary ointment. The screen is divided into two halves, each of them presents the way they work. The left half carries a white tube with the letter R, the right one a tube of Neosporin. As the male voice-over says Compared to the leading prescription antibiotic, both of the tubes makes the clockwise turn and as they turn, they get rid of the animated bacteria that are located in the circles. The super above the circles informs DRAMATIZATION; the one below Use as directed. The next shot presents the mother playing with her children outside the house. She appreciates the product; her words are highlighted by the super. The commercial finishes with the scene in which the son is on the swinging tire, the daughter jumps over a belly circle. The scene is shot from above the tree. The male voice- over says That‟s Neosporin. Every cut. Every time. The product in its original package is located in the left-upper corner and the super Every Cut. Every Time. appears below.
Lexico-Grammatical Analysis: Mother: I can‟t follow them everywhere. So our cuts get Neosporin. Male Voice-Over: Compared to the leading prescription topical antibiotic, Neosporin is eight times more effective in keeping skin bacteria free. Mother: Longer lasting infection protection. Male Voice-Over: That‟s Neosporin. Every cut. Every time.
Super: Use as directed. DRAMATIZATION Use as directed. AFTER 24 HOURS 8 TIMES MORE EFFECTIVE If using a prescription, ask your doctor. Longer Lasting Infection Protection Every Cut. Every Time.
Speech Acts Analysis: Mother: / I can‟t follow them everywhere / assert / So our cuts get Neosporin / assert Male Voice-Over: / Compared to the leading prescription topical antibiotic / assert / Neosporin is eight times more effective in keeping skin bacteria free / assert Mother: / Longer lasting infection protection / assert Male Voice-Over: / That‟s Neosporin / assert / Every cut / assert / Every time / assert
79 Super: / Use as directed /direct / DRAMATIZATION / assert / Use as directed / direct / AFTER 24 HOURS / assert / 8 TIMES MORE EFFECTIVE / assert / If using a prescription / assert / ask your doctor / direct / Longer Lasting Infection Protection / assert / Every Cut / assert / Every Time / assert
5.1.5 Orajel Maximum Strength Toothache Pain Relief Gel
Source: FX, 08/23/03, When Animals Attack
Length: 15 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: Toothache The commercial starts with the scene in which a middle-aged secondary participant is inside his house and watches his two children playing basketball outside. He shares his experience with a toothache during the weekend, and the inability to see the doctor. Luckily, the father has the product being advertised, which relieved his ache. During the confession, the pictorial code focuses on his face. The following scene presents the product in its original package. The package is on a desk and a hand lifts it up. Then the comparison to similar products is provided, commented by the female voice-over. The screen is divided into two halves. Each of them depicts a tooth. The left one demonstrates the use of ordinary pill, the right one the use of Orajel. As the voice-over speaks about the ordinary pain pills, a tablet appears in the left half, goes back behind the tooth and nothing else happens. When the voice- over speaks about Orajel, a tube of Orajel appears in the right half and an ointment gets out of it on the ill tooth. A white stain appears at the point of application and it spreads all over the tooth, representing the pain relief. The super above this half reads USE AS DIRECTED. The next shot presents the father playing with his children outside. He appreciates the product. The commercial finishes with the scene in which the father plays with his children, but this scene is backgrounded. The original package of the product being advertised is located in the middle part of the screen; the voice-over and the super below appeals Go instantly to relief.
Lexico-Grammatical Analysis: Father: It was the weekend and I had a toothache, I couldn‟t see my dentist till Monday. Glad I found Orajel. Female Voice-Over: Pain pills take up to thirty minutes to work but Maximum Strength Orajel works instantly at the side of pain. Father: Sure it works fast. Female Voice-Over: Go instantly to relief. With Orajel.
Super: USE AS DIRECTED Pain Relief Pills
80 ORAJEL GO INSTANTLY TO RELIEF.
Speech Acts Analysis: Father: / It was the weekend / assert /and I had a toothache / assert / I couldn‟t see my dentist till Monday / assert / Glad / expr / I found Orajel / assert Female Voice-Over: / Pain pills take up to thirty minutes / assert / to work / assert / but Maximum Strength Orajel works instantly at the side of pain / assert Father: / Sure / expr / it works fast / assert Female Voice-Over: / Go instantly to relief / direct / With Orajel / assert
Super: / USE AS DIRECTED / direct / Pain Relief Pills / assert / ORAJEL / assert / Go instantly to relief / direct.
5.1.6 Osteo Bi-Flex
Source: The Weather Channel, 07/22/03, PM Edition
Length: 30 seconds
Narrative Structure: Slice of Life / Presenter / Phantasy
Contextual Situation: Having Problems with One‟s Joints The secondary participant of this commercial is the fictitious character of Frankenstein‟s artificial man. He is easily recognizable due to his hair-do, two screws sticking out of his neck and the extract from the movie. However, he is presented as an ordinary man, a pensioner, living in a calm neighborhood. The commercial starts with the morning scene in which the secondary participant sits on bed. He has just woken up and as he stretches up, he confesses I love getting up in the morning without actually saying it into the camera. The camera zooms in. The next scene shows him wearing a shirt. He looks directly into the camera, admitting that it was different couple time ago. The next shot presents the extract from the original black and white movie. The extract is meant to demonstrate the truth of the preceding utterance. The character gets up with difficulties as his expression of pain proves. The following picture returns back to nowadays; the secondary participant introduces the product being advertised and starts sharing his experience with it. He compares the product to similar products, plus he informs about the way it works. The pictorial code underlines that he has no difficulty moving around and doing ordinary activities. Then he appeals the persuadee to believe in the product. The following scene depicts the product in its original package. The male voice-over enters, saying Osteo Bi-flex from Rexol. Put some life back in your joints. The scene is accompanied by the corresponding super.
Lexico-Grammatical Analysis: Man: I love getting up in the morning. But it wasn‟t always this way. Man (the movie extract): Aargh.
81 Man: With my stiffly aching joints, I was not a morning person. Then I discovered Osteo Bi- flex. It‟s different from pain relievers. Osteo Bi-flex safely lubricates joints and rebuilds cartridge, so over time you‟re more flexible and comfortable. If it helped me, imagine what it can do for you. Male Voice-Over: Osteo Bi-flex from Rexol. Put some life back in your joints.
Supers: A dietary supplement, to be used daily, as directed: not an analgesic. These statements have not been evaluated by the Food & Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease. Put Some Life Back in Your Joints. www.osteobiflex.com
Speech Acts Analysis: Man: / I love getting up in the morning / expr / But it wasn‟t always this way / assert Man (the movie extract): / Aargh /expr Man: / With my stiffly aching joints / expr / I was not a morning person / expr / Then I discovered Osteo Bi-flex / assert / It‟s different from pain relievers / assert / Osteo Bi-flex safely lubricates joints / assert / and rebuilds cartridge / assert / so over time you‟re more flexible and comfortable / assert / If it helped me / assert / imagine / direct / what it can do for you / assert Male Voice-Over: / Osteo Bi-flex from Rexol / assert / Put some life back in your joints / direct
Super: / A dietary supplement / assert / to be used daily, as directed / assert /: not an analgesic / assert / These statements have not been evaluated by the Food & Drug Administration / assert / This product is not intended to diagnose / assert / treat / assert / cure / assert / or prevent any disease / assert / Put Some Life Back in Your Joints / direct / www.osteobiflex.com / assert
5.1.7 Prevacid I
Source: Discovery Channel, 08/20/03, Home Matters
Length: 60 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: Talking about Heartburn The main character of this commercial is a middle-aged lady who talks about the Acid Reflux Disease and the way she has cured it. During her confession, the screen is divided into two halves. The left half with the blue background presents the lady. As she speaks, she uses facial expressions and body language to underline the authenticity of her words. The camera either focuses on her face, her stomach area or her whole figure is shown up. The right half of the screen presents objects the lady speaks about. Some of them are animated, some of them
82 are presented in their original design. Moreover, there are two black stripes during the whole commercial. One is at the top, the other at the bottom and they provide the superimposed texts. The lady starts talking about the problems that bother her a little. She also mentions the burning acid reflux disease. She describes the way she tried to treat it but it kept coming back. Then she discovered the product being advertised, discussed it with her doctor, and it helped her get rid of the heartburn. The female voice-over enters, informing about the side effects and appealing the persuadee to obtain more information about the product by calling or going online. While the voice-over provides her contribution, the lady is still depicted, even though she does not speak anymore. However, her body language and facial expressions reveal that she is aware of being shot because she seems to be quite embarrassed. The right half of the screen presents the product being advertised. When the voice-over appeals Help prevent the acid, with Prevacid, the two halves of the screen merge together and the super HELP PREVENT THE ACID appears across the middle part of the screen. The commercial finishes with displaying the whole name of the product, PREVACID LANSOFRAZOLE; the picture of a stomach is presented as well.
Lexico-Grammatical Analysis: Lady: Between the knee scrapes, the bee stings, the stopping noses, there was nothing I couldn‟t make feel better. Except for my burning acid reflux disease. I changed my diet, I tried some of the contra treatments, it helped, but alone, it wasn‟t enough. The burning kept coming back. It felt like someone literally had stuck a fork in me. I was done. But then a friend told me about Prevacid. So I called the number and they sent me some information. I learnt that one prescription Prevacid once a day helps prevent the acid that causes the pain. They also sent me a certificate for a week worth free. So I saw my doctor, she said I had acid reflux disease and prescribed Prevacid. Now I feel better, too. Female Voice-Over: Prevacid has a low occurrence of side effect such as diarrhea, abdominal pain and nausea. Other serious stomach conditions may still exist. Call one, eight hundred, six, four, zero, zero, two, six, eight today to get your fact kit and free trial certificate, then ask your doctor if Prevacid is right for you. Help prevent the acid, with Prevacid.
Super: Persistent heartburn 2 or more days a week, despite treatment, may be Acid Reflux Disease. Prevacid 1-800-640-0268 Individual results may vary. WWW.PREVACID.COM 1-800-640-0268 See our ad in Health magazine. Free Fact Kit Ask your doctor for more information. HELP PREVENT THE ACID PREVACID LANSOPRAZOLE
Speech Acts Analysis: Lady: / Between the knee scrapes, the bee stings, the stopping noses / assert / there was nothing / assert / I couldn‟t make feel better / expr / Except for my burning acid reflux disease / assert / I changed my diet / assert / I tried some of the contra treatments / assert / it helped / assert / but alone, it wasn‟t enough / assert / The burning kept coming back / assert / It felt / assert / like someone literally had stuck a fork in me / expr / I was done / expr / But then a friend told me about Prevacid / assert / So I called the number / assert / and they sent me
83 some information / assert / I learnt / assert / that one prescription Prevacid once a day helps prevent the acid / assert /that causes the pain / assert / They also sent me a certificate for a week worth free / assert / So / expr / I saw my doctor / assert / she said / assert / I had acid reflux disease / assert /and prescribed Prevacid / assert / Now I feel better, too / expr. Female Voice-Over: / Prevacid has a low occurrence of side effect such as diarrhea, abdominal pain and nausea / assert / Other serious stomach conditions may still exist / assert / Call one, eight hundred, six, four, zero, zero, two, six, eight today / direct / to get your fact kit and free trial certificate / assert / then ask your doctor / direct / if Prevacid is right for you / assert / Help prevent the acid / direct / with Prevacid / assert
Super: / Persistent heart burn 2 or more days a week, despite treatment, may be Acid Reflux Disease / assert / Prevacid / assert / 1-800-640-0268 / assert / Individual results may vary / assert / WWW.PREVACID.COM / assert / 1-800-640-0268 / assert / See our ad in Health magazine / direct / Free Fact Kit / assert / Ask your doctor for more information / direct / HELP PREVENT THE ACID / direct / PREVACID LANSOPRAZOLE / assert
5.1.8 Prevacid II
Source: ESPN, 08/30/03, college football match between the USF Bulls and the Alabama Crimson Tide
Length: 60 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: Talking about Heartburn The main character of this commercial is a middle-aged man who talks about the Acid Reflux Disease and the way he has cured it. During his confession, the screen is divided into two halves. The left half with the blue background presents the man. As he speaks, he uses facial expressions and body language to underline the authenticity of his words. The camera either focuses on his face, his stomach area or his whole figure is shown up. The right half of the screen presents objects he speaks about. Some of them are animated, some of them are presented in their original design. Moreover, there are two black stripes during the whole commercial. One is at the top, the other at the bottom and they provide the superimposed texts. The man starts talking about the problems with heartburn. He describes the way he tried to treat it, for example, by changing his diet, working out, etc. He even followed his mother‟s advice to sleep on an incline. Nonetheless, the heartburn kept coming back. When he visited his doctor, he announced him he had Acid Reflux Disease and prescribed him the product being advertised. It helped him get rid of the heartburn, without occurring again. The female voice-over enters, informing about the side effects and appealing the persuadee to obtain more
84 information about the product by calling or going online. While the voice-over provides her contribution, the man is still present, even though he does not speak anymore. However, his body language and facial expressions reveal that he is aware of being shot. The right half of the screen presents the product being advertised. When the voice-over appeals Help prevent the acid, with Prevacid, the two halves of the screen merge together and the super HELP PREVENT THE ACID appears across the middle part of the screen. The commercial finishes with displaying the whole name of the product, PREVACID LANSOFRAZOLE; the picture of a stomach is presented as well.
Lexico-Grammatical Analysis: Man: Few years ago, I got this pain, no big whoop, just a little bit heartburn, yeah, burning, piercing, fireball right here. So I cut down a little of foods that bother me. I changed my diet, I worked out, even my mom tried to help. (female voice) Sun, try sleeping on an incline. So I slipped some two by fours under my bed. Oh yeah, my wife really loved that one. Then I started drinking that chalky stuff, pop and acid reducers. They all helped but the pain keeps coming back. Two, three days a week. Okay. Follow visit my doctor. He says it‟s Acid Reflux Disease and prescribes Prevacid to help prevent the acid and heal the damage. So I take it like he says and guess what, it really helps stop the acid pain. How‟s that for happy ending? Female Voice-Over: Prescription Prevacid actually helps prevent acid where it starts by turning off many of the pumps that produce it. Prevacid has a low occurrence of side effects such as diarrhea, abdominal pain and nausea. Other serious stomach conditions may still exist. Ask your doctor for more information and if Prevacid is right for you. Help prevent the acid, with Prevacid.
Super: Frequent, persistent heartburn, despite treatment, may be Acid Reflux Disease. Acid can damage your esophagus over time. Individual results may vary. See our ad in Health magazine. 1-800-640-0268 WWW.PREVACID.COM HELP PREVENT THE ACID PREVACID LANSOPRAZOLE
Speech Acts Analysis: Man: / Few years ago, I got this pain / assert / no big whoop / expr / just a little bit heartburn / expr / yeah / expr / burning, piercing, fireball right here / expr / So I cut down a little of foods that bother me / assert / I changed my diet / assert / I worked out / assert / even my mom trust to help / assert / Sun / direct / try sleeping on an incline / direct / So I slipped some two by fours under my bed / assert / Oh yeah / expr / my wife really loved that one / assert / Then I started drinking that chalky stuff, pop and acid reducers / assert / They all helped / assert / but the pain keeps coming back / assert / Two, three days a week / assert / Okay / expr / Follow visit my doctor / direct / He says / assert / it‟s Acid Reflux Disease / assert / and prescribes Prevacid to help prevent the acid / assert / and heal the damage / assert / So I take it / assert / like he says / assert / and guess what / direct / it really helps stop the acid pain / assert / How‟s that for happy ending? / expr Female Voice-Over: / Prescription Prevacid actually helps prevent acid / assert / where it starts / assert / by turning off many of the pumps / assert / that produce it / assert / Prevacid has a low occurrence of side effects such as diarrhea, abdominal pain and nausea / assert / Other serious stomach conditions may still exist / assert / Ask your doctor for more
85 information / direct / and if Prevacid is right for you / assert / Help prevent the acid / direct / with Prevacid / assert
Super: / Frequent, persistent heartburn, despite treatment, may be Acid Reflux Disease / assert / Acid can damage your esophagus over time / assert / Individual results may vary / assert / See our ad in Health magazine / direct / 1-866-4-PREVACID / assert / WWW.PREVACID.COM / assert / HELP PREVENT THE ACID / direct / PREVACID LANSOPRAZOLE / assert
5.1.9 Slimquick
Source: E!, 10/15/05, True Hollywood Story – Britney Spears
Length: 30 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: Being Overweight The main character of this commercial is Kerrie Lee Brown, the editor-in-chief of a female magazine. Her voice is off the screen and her experience is followed by the male voice-over. The commercial starts with the scene in which Kerrie Lee Brown and her little son are introduced. Kerrie confesses that she is in the best shape of her life. The following scene, however, contrasts her condition with the conditions couple weeks ago, when she weighted one hundred and seventy two pounds. Her overweight is proved by Kerrie‟s photographs. She introduces the product and praises its effects. The product in its original package is presented. Then Kerrie‟s colleague, who was overweight as well, and her photographs are demonstrated in order to prove that the product being advertised works for everybody. The commercial finishes with the picture of the original package, with the trademarks of the department stores where the product is available and with the enlarging super type. The male voice-over enters, informing about where the product is available.
Lexico-Grammatical Analysis: Kerrie Lee Brown: As the editor-in-chief of a leading women‟s magazine and also as a new mom, I‟m in the best shape of my life. But that wasn‟t the case nine weeks ago when I weighted one hundred and seventy two pounds. By adding Slimquick to my diet and exercise plan, I lost thirty five pounds. MayDean also got great results, losing thirty-four pounds in only eight weeks. Slimquick is the world‟s first advanced fat burner made specifically for woman‟s body. Male Voice-Over: Slimquick is available at GNC and Supercenters, everywhere.
Super: Kerrie Lee Brown Editor-in-Chief BEFORE Results not typical
86 35 lost lbs. Results not typical 34 lost lbs. Individual results vary. Consult a physician before starting any weight-loss program. Product may not work for everyone. Individuals shown have been remunerated. Carefully read label. Regular exercise and proper nutrition are essential for achieving your weight-loss goals. Made for Women Rapid Fat Loss!
Speech Acts Analysis: Kerrie Lee Brown: / As the editor-in-chief upon leading women‟s magazine / assert / and also as a new mom / assert / I‟m in the best shape of my life / expr / But that wasn‟t the case nine weeks ago / assert / when I weighted one hundred and seventy two pounds / assert / By adding Slimquick to my diet and exercise plan / assert /I lost thirty five pounds / assert / MayDean also got great results / assert / losing thirty-four pounds in only eight weeks / assert / Slimquick is the world‟s first advanced fat burner made specifically for woman‟s body / assert Male Voice-Over: / Slimquick is available at GNC and Supercenters / assert / everywhere / assert
Super: / Kerrie Lee Brown / assert / Editor-in-Chief / assert / BEFORE / assert / Results not typical / assert / 35 lost lbs. / assert / Results not typical / assert / 34 lost lbs. / assert / Individual results vary / assert / Consult a physician before starting any weight-loss program / direct / Product may not work for everyone / assert / Individuals shown have been remunerated / assert / Carefully read label / direct / Regular exercise and proper nutrition are essential for achieving your weight-loss goals / assert / Made for Women / assert / Rapid Fat Loss! / assert
5.1.10 800Jenny20
Source: Discovery Channel, 08/20/03, Perfect Partner
Length: 15 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: Talking about Weight Loss The secondary participant is Sally who succeeded in losing weight with Jenny Craig program. The first scene presents Sally talking directly to the camera. She confesses that she was overweight and depressed. The next shot divides the screen into two halves. The left one shows Sally, while the right one presents the black and white picture of her holding her son. The picture presents her being overweight. Above the picture, the super reads jennycraig.com, 800.JENNY20 and Jenny Craig‟s signature. When she mentions how much she lost, the left
87 half presents Sally after the weight loss. She seems to be in a good mood and good shape while running in a park. The following scene presents Sally, talking directly to the camera. The commercial finishes with the female voice-over, appealing the persuadee to lose as much as they want. The screen is again divided into two halves. The left one is blue and carries the supers $ 1 per pound plus the cost of food. Participating Center only and Jenny Craig‟s distinctive logo. The right half presents the happy moment from Sally‟s life, especially the times with her children.
Lexico-Grammatical Analysis: Sally: My weight was out of control and I was depressed. But my kids needed their mom so I called Jenny Craig for help. I lost a hundred and eleven pounds and my kids got their mom back. Female Voice-Over: Now lose all the weight you want for just a dollar a pound plus the cost of food. Call one eight hundred jenny twenty.
Super: Sally Jenny Craig Client jennycraig.com 800.JENNY20 Jenny Craig (signature) Sally lost 111 lbs. in 38 weeks. $ 1 per pound plus the cost of food. Participating Centers only It works.
Speech Acts Analysis: Sally: / My weight was out of control / assert / and I was depressed / expr / But my kids needed their mom / assert / so I called Jenny Craig for help / assert / I lost a hundred and eleven pounds / assert / and my kids got their mom back / assert Female Voice-Over: / Now lose all the weight / direct / you want for just a dollar a pound plus the cost of food / assert / Call one eight hundred jenny twenty / direct
Super: / Sally / assert / Jenny Craig Client / assert / jennycraig.com / assert / 800.JENNY20 / assert / Jenny Craig / assert / Sally lost 111 lbs. in 38 weeks / assert / $ 1 per pound plus the cost of food / assert / Participating Centers only / assert / It works / assert
88 5.2 Non-Confession Subfield The commercials in this subfield are targeted at both males and females. The secondary participants are engaged in a dialogical situation the persuadee witnesses. In other words, they do not speak directly to the camera. Besides, they do not need to be verbally active at all; then the verbal code is provided by the entity of the voice-over and the entity of the super.
5.2.1 Advil
Source: ESPN, 08/30/03, college football match between the USF Bulls and the Alabama Crimson Tide
Length: 30 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: At the Emergency with Sprained Ankle The commercial starts with the scene at a doctor‟s office. Two women help their injured female friend who has sprained her ankle. She limps towards the bed and sits down. One of the women says No more biking for you on which the injured one reacts Oh, I know. The following scenes present the women‟s worried faces. Then scene changes into the black and white and the male voice-over enters, introducing the product being advertised and comparing it to a similar product. The original package appears next to the woman‟s ankle. Then the voice-over starts describing the product, the tablets are shown. The following scene returns to the emergency; the injured woman is smiling now. The next scene shows the three friends on the street, walking towards a car and the injured one is supported by her two friends. As they walk, they laugh and one of them says I‟ll drive. The camera focuses on their faces. They all look happy and content. The voice-over appeals the persuadee to trust the product, and so does the super.
Lexico-Grammatical Analysis: Woman 1: Easy, easy! Woman 2: No more biking for you. Woman 3 (with sprained ankle): Oh, I know. Oh boy. Male Voice-Over: It‟s the moment of choice – Tylenol or Advil? What would the doctor give you? The truth is, doctors have made their choice. Doctors nationwide choose Advil most for muscle aids, strength and sprains. It‟s simply a better choice. Advil gives you longer lasting relief than Tylenol on tough muscle pain. Woman 1: I‟ll drive Male Voice-Over: Make the doctor‟s choice your choice. For longer lasting relief advance to Advil.
Super: AMONG BRANDED NON-PRESCRIPTION ANALGESICS Doctors nationwide choose USE AS DIRECTED Advil Longer lasting relief advil.com Advance to Advil
89 Speech Acts Analysis: Woman 1: / Easy / direct / easy! / direct Woman 2: / No more biking for you / direct Woman 3 (with sprained ankle): / Oh I know / expr Male Voice-Over: / It‟s the moment of choice / assert / Tylenol or Advil? / assert / What would the doctor give you? / assert / The truth is / assert/ doctors have made their choice / assert / Doctors nationwide choose Advil most for muscle aids, strength and sprains / assert / It‟s simply a better choice / expr / Advil gives you longer lasting relief than Tylenol on tough muscle pain / assert Woman 1: / I‟ll drive / assert Male Voice-Over: / Make the doctor‟s choice your choice / direct / For longer lasting relief advance to Advil / direct
Super: / AMONG BRANDED NON-PRESCRIPTION ANALGESICS / assert / Doctors nationwide choose / assert / USE AS DIRECTED / direct / Advil Longer lasting relief / assert / advil.com / assert / Advance to Advil / direct
5.2.2 Aleve
Source: The Weather Channel, 07/22/03, PM Edition
Length: 30 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: Husband and Wife Talking about His Arthritis The commercial starts with scene in which the husband comes back from doctor‟s visit. The camera shows the front porch of his house. As the husband steps on the first stair, he touches his knee and sighs. The next shot shows his wife opening the door and asking So what did the doctor say? Their conversation starts;, it concludes with the doctor‟s recommendation of the product being advertised. When their conversation finishes, the product being advertised is presented in its original package. The male voice-over enters, introducing the product being advertised. The following picture presents a male leg with the super ALEVE across the knee. The next scene returns to the husband and wife. This time, they are inside their house. The husband takes her wife‟s hands, and helps her to stand up. She asks So how‟s the Aleve working? As he replies Like a charm, he holds her in a classical dancing position and bends her sideways. The commercial finishes with the detail on Aleve in its original package; the voice-over provides the name again.
Lexico-Grammatical Analysis: Wife: So what did the doctor say? Husband: He said the reason I‟m having trouble getting around is pain from arthritis. Wife: Really? Husband: He said to get moving again, I should take Aleve.
90 Wife: But you‟ve always taken Tylenol. Husband: I know, but the doctor said that nothing is better than Aleve. Male Voice-Over: Doctors know Aleve can stop pain all day with fewer pills and Aleve works right at the side of arthritis. Wife: So how‟s the Aleve working? Husband: Like a charm. Male Voice-Over: Aleve. Super: Minor arthritis pain Use as directed Comparison based on label dosing ALEVE
Speech Acts Analysis: Wife: / So / expr / what did the doctor say? / assert Husband: / He said / assert / the reason I‟m having trouble getting around / assert / is pain from arthritis / assert Wife: / Really? / expr Husband: / He said to get moving again / assert / I should take Aleve / assert Wife: / But you‟ve always taken Tylenol / assert Husband: / I know / expr / but the doctor said / assert / that nothing is better than Aleve / assert Male Voice-Over: / Doctors know Aleve can stop pain all day with fewer pills / assert / and Aleve works right at the side of arthritis / assert Wife: / So / expr / how‟s the Aleve working? / assert Husband: / Like a charm / expr Male Voice-Over: / Aleve / assert
Super: / Minor arthritis pain / assert / Use as directed / direct / Comparison based on label dosing / assert
5.2.3 DayQuil, NyQuil
Source: VH1, 10/14/05, Caught on Tape
Length: 30 seconds
Narrative Structure: Slice of Life
Contextual Situation: An Ordinary Day of a Man The commercial starts with the scene in which a man lies in his bed. He coughs a little, then he sits up, takes a packet of DayQuil from the night table and stands up. The male voice- over enters, searching for agreement with the persuadee. The man puts on a jacket. As he leaves the room, he gets on a subway train. He keeps walking towards the other subway door. As he reaches the door, he gets out of the train to a street, crosses it and gets into his office. He greets the secretary, takes some paper form her, turns round, raises his eyebrows and goes
91 on walking. The voice-over continues on describing the product being advertised. The man hands the paper to his colleague and walks out of the office. Then he gets into his bedroom again, already dressed in pajamas. He puts a bottle of Nyquil on the night table and turns the light off. In the morning, he wakes up, stretches his arms, yawns and gets up. As he reaches the product being advertised, the voice-over finishes his contribution. The commercial finishes with the picture of the product being advertised, while the voice-over appeals the persuadee to feel better faster, which is also superimposed on the screen. Lexico-Grammatical Analysis: Male Voice-Over: When you get a cold, you can‟t always slow down. But you can feel better, faster, with NyQuil Each Night and DayQuil Each Day. Together they‟ll give you the relief you need to keep going. So leave the coughing, aching and fever behind with NyQuil Each Night and DayQuil Each Day. Feel better faster.
Super: vs. no treatment Follow description on each label FEEL BETTER FASTER vs. no treatment
Speech Acts Analysis: Male Voice-Over: / When you get a cold / assert / you can‟t always slow down / assert / But you can feel better, faster / assert / with NyQuil each night and DayQuil each day / assert / Together they‟ll give you the relief / commis / you need to keep going / assert / So leave the coughing, aching and fever behind / assert / with NyQuil each night / assert / and DayQuil each day / assert / Feel better faster / direct
Super: / vs. no treatment / assert / Follow description on each label / direct / FEEL BETTER FASTER / direct / vs. no treatment / assert
5.2.4 Ester C
Source: The Weather Channel, 10/11/05, PM Edition
Length: 15 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: Firemen‟s Health Conditions The commercial starts with the scene in which a group of firefighters return to the department. There is only one woman among them. Her name is Suzan Macy. Her figure shines and there is an animated arc (the one that is a part of Ester C trademark) above her head. The camera focuses on one of the men. He looks exhausted. The next shot focuses on Suzan Macy‟s smiling face. The male voice-over introduces her and provides information about her health condition. The following scene depicts a sketched outline of human body with the super Ester – C on the chest. As the voice-over describes the product, the super melts
92 into an unidentifiable substance which spreads into the body. The super quickly absorbed appears across the sketched body. The next scene returns to the fire department dining hall. Macy sits next to the exhausted man, they both have lunch. She still has the orange arc above her head. As she passes the bottle of the product being advertised to him, the voice-over continues with the product description. The camera offers a quick detail on the label of the product being passed over. The following shot provides the detail on the man‟s smiling face. He takes the bottle and looks at it. The commercial finishes with the product distinctive logo Ester – C on a white background, while the voice-over finishes his contribution.
Lexico-Grammatical Analysis: Male Voice-Over: Suzan Macy is getting the advanced protection of Ester C. A vitamin C that‟s quickly absorbed. And it works for twenty-four hours. Advanced protection. Ester protection.
Super: Ester – C quickly absorbed 24 hours USE AS DIRECTED Ester – C
Speech Acts Analysis: Male Voice-Over: / Suzan Macy is getting the advanced protection of Ester C / assert / A vitamin C that‟s quickly absorbed / assert / And it works for twenty-four hours / assert / Advanced protection / assert / Ester protection / assert
Super: / Ester – C / assert / quickly absorbed / assert / 24 hours / assert / USE AS DIRECTED / direct / Ester – C / assert
5.2.5 Maalox Max
Source: FX, 08/23/03, M.A.S.H
Length: 15 seconds
Narrative Structure: Slice of Life / Phantasy
Contextual Situation: Problems with Insufflations The commercial starts in a restaurant where three men have just finished eating. All of them seem to be overeaten and they all touch their chests as if they had heartburn. They also all sigh in pain. The next shot focuses on the pockets of their jackets. Three vials of different medicaments pop out of the pockets. The first one reads Tums, the second one Pepcid Complete and the last one Maalox Max. They start talking about the men‟s problems. However, only Maalox Max seems to be able to treat all the suffering. Its vial jumps on the
93 table, one of the customers welcomes it. The next scene offers a detail of two tablets on a white background. As they merge into one, the Maalox Max‟s voice introduces the product being advertised. The following scene returns to the restaurant. All three men smile and look at the Maalox Max on the table in front of them. One of them thanks Maalox Max. The commercial finishes with the picture of Maalox Max vial. It appeals the persuadee When you have it all, treat it all, and so does the super.
Lexico-Grammatical Analysis: Medicament Tums: It‟s like heartburn. Medicament Pepcid Complete: Wait, they also have pressure and bloating. Maalox Max: That‟s gas. Tums and Pepcid Complete: We don‟t treat gas! Maalox Max: I do! Man 1: Maalox Max! Maalox Max: Fast heartburn plus gas relief. Man 2: Thanks, Max. Maalox Max: Maalox Max. When you have it all, treat it all.
Super: Heartburn and Gas Relief Use as directed. When you have it all, treat it all.
Speech Acts Analysis: Medicament Tums: / It‟s like heartburn / assert Medicament Pepcid Complete: / Wait / direct / they also have pressure and bloating / assert Maalox Max: / That‟s gas / assert Tums and Pepcid Complete: / We don‟t treat gas! / assert Maalox Max: / I do! / assert Man 1: / Maalox Max! / expr Maalox Max: / Fast heartburn plus gas relief / assert Man 2: / Thanks / expr / Max / direct Maalox Max: / Maalox Max / assert / When you have it all / assert / treat it all / direct
Super: / Heartburn and Gas Relief / assert / Use as directed / direct / When you have it all / assert / treat it all / direct
94 5.2.6 Neosporin Lip Treatment
Source: The Weather Channel, 10/11/05, PM Edition
Length: 15 seconds
Narrative Structure: Slice of Life
Contextual Situation: Chatting in a Café The commercial starts in a café where two young ladies have a friendly conversation. One of them wears a black sweater, the other a red one. The lady in black cites somebody‟s words, saying He said: “Ciao, baby.” They both start laughing. The camera shows both of them from the distance. The next shot focuses on the lady in the red. She complains about her chapped lips. The other lady takes something out from her handbag, passing it to her friend, saying You should get this. The following picture presents the close-up of Neosporin Lip Treatment, the product being advertised. The male voice-over enters, introducing the product. The lady recommends the product, but her friend does not want to admit that she has a cold sore. However, the lady in black manages to persuade her to use the product. The next scene presents the product in its original package. The male voice-over repeats the product name. The commercial finishes with the picture of the lady in red; she walks along the street, talking to her friend on the phone. She says Now it doesn‟t hurt to laugh.
Lexico-Grammatical Analysis: Lady in Black: He said: “Ciao, baby.” Lady in Red: My lips are so chapped, it hurts to laugh. Lady in Black: You should get this. Male Voice-Over: Neosporin Lip Treatment. Lady in Black: With this, cold sores don‟t hurt. Lady in Red: I don‟t get cold sores. Lady in Black: Think for little it‟ll do for seriously chapped lips. Male Voice-Over: Neosporin Lip Treatment. Lady in Red: Now it doesn‟t hurt to laugh.
Super: use as directed
Speech Acts Analysis: Lady in Black: / He said / assert / Ciao / expr / baby / direct Lady in Red: / My lips are so chapped / assert / it hurts to laugh / assert Lady in Black: / You should get this / assert . Male Voice-Over: / Neosporin Lip Treatment / assert Lady in Black: / With this, cold sores don‟t hurt / assert Lady in Red: / I don‟t get cold sores / assert Lady in Black: / Think for little / direc t/ it‟ll do for seriously chapped lips / assert Male Voice-Over: Neosporin Lip Treatment / assert Lady in Red: / Now it doesn‟t hurt to laugh / assert
Super: / use as directed / direct
95 5.2.7 NyQuil
Source: VH1, 11/20/05, All Access
Length: 15 seconds
Narrative Structure: Slice of Life
Contextual Situation: Waking Up One‟s Sleeping Mother The commercial starts in bedroom. The camera focuses on the bottle of Nyquil on a shelf. The male voice-over enters. While he describes the conditions of those who use the product being advertised when having a cold, the camera watches two small children, a boy and a girl, who are approaching a queen‟s bed on which their mother is asleep. The camera offers various shots from different angels. When the children reach the bed, the camera focuses on their mother‟s face. Suddenly, she opens her eyes and surprises the children, saying Gotchya! The camera shows the whole bedroom. The children start screaming and laughing, the little girl falls into her mother‟s arms, while the boy runs away. The commercial finishes with the picture of the bottle of NyQuil on a brown background, accompanied by the super and the voice-over contribution.
Lexico-Grammatical Analysis: Male Voice-Over: Cold suffers who take NyQuil sleep better at night, so they feel better when they wake up. Mother: Gotchya! Male Voice-Over: NyQuil, the best sleep you ever got with a cold medicine.
Super: Best sleep you ever got with a cold… medicine Use as directed for relief of cold/flu symptoms including cough
Speech Acts Analysis: Male Voice-Over: / Cold suffers who take NyQuil / assert / sleep better at night / assert / so they feel better / assert /when they wake up / assert Mother: / Gotchya! / expr Male Voice-Over: / NyQuil / assert / the best sleep you ever got with a cold medicine / assert
Super: / Best sleep you ever got with a cold… medicine / assert / Use as directed for relief of cold/flu symptoms including cough / direct
96 5.2.8 Pepto Bismol
Source: FX, 08/23/03, M.A.S.H
Length: 30 seconds
Narrative Structure: Slice of Life / Presenter
Contextual Situation: Healing One‟s Digestive Problems The commercial starts with the picture of a first aid kit box. There is the super EVERY STOMACH NEEDS A FIRST AID KIT across it and the male voice-over enters, providing the same information. The following scenes present members of Afro-American family eating junk food and having troubles with their digestive system. After describing the problems, the voice-over offers solution – the product being advertised. The next scene presents the mother who opens the mirror wing in her bathroom and reaches the bottle of Pepto Bismol. The following scene reveals the picture of a stomach into which the liquid of Pepto Bismol medicine slowly dives. Several symptoms of indigestions are superimposed there, HEARTBURN, INDIGESTION, UPSET STOMACH, NAUSEA, and DIARRHEA in particular. Plus there is the super Caused by overindulgence in the right-lower corner. As Pepto Bismol gets deeper inside the stomach, the voice-over describes the way the product being advertised works, plus he compares it to similar products. The following scenes present the happy members of the family, now having no digestive problems. When the voice-over repeats it‟s first aid for heartburn, diarrhea, nausea, indigestion and upset stomachs, the last picture of the commercial appears. It presents the bottle of Pepto Bismol in its original package. As the voice-over names what the product helps to treat, the individual problems appear gradually on a big red cross.
Lexico-Grammatical Analysis: Male Voice-Over: Every stomach needs a first aid kit for all those unexpected bites and burns and cuts and scrapes and spills and other stomach irritations. Pepto Bismol is a first aid for stomachs. As it coats, it releases most stomach problems, not just a few like these other leading medicines. Pepto Bismol. In any emergency, it‟s first aid for heartburn, diarrhea, nausea, indigestion and upset stomachs.
Super: EVERY STOMACH NEEDS A FIRST AID KIT Use only as directed HEARTBURN INDIGESTION UPSET STOMACH NAUSEA DIARRHEA ..Caused by overindulgence. FIRST AID FOR HEARTBURN, DIARRHEA, NAUSEA, INDIGESTION AND UPSET STOMACHS
Speech Acts Analysis: Male Voice-Over: / Every stomach needs first aid kit for all those unexpected bites and burns and cuts and scrapes and spills and other stomach irritations / assert / Pepto Bismol is a first aid for stomachs / assert / As it coats / assert / it releases most stomach problems not just a few like these other leading medicines / assert / Pepto Bismol / assert / In any emergency it‟s first aid for heartburn, diarrhea, nausea, indigestion and upset stomachs / assert
97 Super: / EVERY STOMACH NEEDS A FIRST AID KIT / assert / Use only as directed / direct / HEARTBURN INDIGESTION UPSET STOMACH NAUSEA DIARRHEA / assert / Caused by overindulgence / assert / FIRST AID FOR HEARTBURN, DIARRHEA, NAUSEA, INDIGESTION AND UPSET STOMACHS / assert
5.2.9 Phillips
Source: The Weather Channel, 07/22/03, PM Edition
Length: 15 seconds
Narrative Structure: Slice of Life
Contextual Situation: Camping The commercial starts with an evening scene. An Afro-American couple in their fifties enters the scene and the wife says I love nature, looking at the stars. The husband bows her head towards her wife and says Except when it stops. The next shot offers the close-up of the wife‟s face. She looks a little bit surprised and asks You‟re constipated? The camera turns to the husband‟s face. Because her question was rather loud, he tries to calm her down, saying Marine! But his wife advises him to try the product being advertised. The camera focuses on her hand holding the package of Phillips. She describes the product, comparing it to similar laxatives. The product in its original package is presented. The next scene is from the morning. The couple is fishing and according to their smiles, the husband feels ok now. He looks directly into the camera and repeats the product name. The commercial finishes with the product being advertised, while the morning scene is backgrounded. The super above the package says Comfortable Cramp-Free Relief; the wife‟s voice says the same off the screen.
Lexico-Grammatical Analysis: Wife: I love nature. Husband: Except when it stops. Wife: You‟re constipated? Husband: Marine! Wife: Try new Phillips chocolate crème chews. Unlike others, Phillips is stimulant-free. It works more naturally for cramp-free relief. Husband: Phillips. Wife: Comfortable, cramp-free relief.
Super: Compared to stimulant laxatives. Use as directed. This statement has not been evaluated by the FDA. This product is not intended to diagnose, treat, cure or prevent any disease. Comfortable, Cramp-Free Relief.
98 Speech Acts Analysis: Wife: / I love nature / expr Husband: / Except when it stops / assert Wife: / You‟re constipated? / assert Husband: / Marine! / direct Wife: / Try new Phillips chocolate crème chews / direct / Unlike others, Phillips is stimulant- free / assert / It works more naturally for cramp-free relief / assert Husband: / Phillips / expr Wife: / Comfortable, cramp-free relief / assert
Super: / Compared to stimulant laxatives / assert / Use as directed / direct / This statement has not been evaluated by the FDA / assert / This product is not intended to diagnose / assert / treat / assert / cure / assert / or prevent any disease / assert / Comfortable, Cramp-Free Relief / assert
5.2.10 Vagisil
Source: Discovery Channel, 08/20/03, Home Matters
Length: 15 seconds
Narrative Structure: Presenter Contextual Situation: Female Intimate Topic The commercial starts with the picture of three middle-aged women, discussing something. The female voice-over enters, introducing the product being advertised. As she continues on presenting the product, the product is depicted in its original package, plus both the enlarging and highlighting super types are present. The following scene is animated; it presents an oval that spreads over the screen. There are five vertical waves that represent the odor. The oval carries the super Block Odor. As the oval spreads, it suppresses the odor. This whole scene is presented on a blue background. The next scene returns to the three women, chatting. They all sit on a sofa and laugh. The voice-over appeals the persuadee to trust the product being advertised. The commercial finishes with the voice-over mentioning the slogan, which is also provided by the super. The pictorial code present several Vagisil products in their original packages.
Lexico-Grammatical Analysis: Female Voice-Over: For burning feminine itch, relief has gotten better. New Maximum Strength Vagisil has odor-blocking protection. Strong itch medicine that now helps block odor. For instant relief trust Vagisil. A better understanding of better intimate care.
Super: New! Odor-Blocking USE ONLY AS DIRECTED Strong Itch Medicine Blocks Odor Instant Itch Relief
99 A better understanding of better intimate care vagisil.com
Speech Acts Analysis: Female Voice-Over: / For burning feminine itch/ assert / relief has gotten better / assert / New maximum strength Vagisil has odor blocking protection / assert / Strong itch medicine / assert / that now helps block odor / assert / For instant relief trust Vagisil / direct / A better understanding of better intimate care / assert
Super: / New! / assert / Odor-Blocking / assert / USE ONLY AS DIRECTED / direct / Strong Itch Medicine / assert / Blocks Odor / assert / Instant Itch Relief / assert / A better understanding of better intimate care / assert / vagisil.com / assert
100 6 Reference List Printed Sources:
Čmejrková, Světla (1993). "Když pohřeb, tak do země, když svěžest, tak beze mne." Naše řeč, 76, pp. 184-191.
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