Perch un corso sul linguaggio della pubblicit
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Perché un corso sul linguaggio della pubblicità? PowerPoint PPT Presentation


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Perché un corso sul linguaggio della pubblicità?. Perché avete scelto il corso di Laurea in Lingua e Comunicazione. Ma perché in inglese?. In che senso ? You answer to this one!!!. The English language and Advertising

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Perch un corso sul linguaggio della pubblicit

Perché un corso sul linguaggio della pubblicità?

Perché avete scelto il corso di Laurea in Lingua e Comunicazione


Ma perch in inglese

Ma perché in inglese?

  • In chesenso?

    You answer to this one!!!


Perch un corso sul linguaggio della pubblicit

The English language and Advertising

Visual content and design in advertising have a very great impact on the consumer, but it islanguage, and thecombination of language and imagesthat help people toidentifya product andrememberit.


Perch un corso sul linguaggio della pubblicit

The English language and Advertising

The use of English in advertising all over the world generally makes apositive impacton the consumer.

ENGLISH IS AN ATTENTION GETTER

English is still themost frequently used linguistic meansin advertising.

French attempt at fighting this primacy and hegemony (1994, Toubon law)

It ismore easily understood and rememberedby the world's audience, and its flexibility helps enormously those operating in advertising.


Perch un corso sul linguaggio della pubblicit

  • Advertisers test the limits of language use and interpretation

  • Advertisers link words to images and narratives

  • Advertisers are acutely aware of issues of context, and processes of interpretation

  • Advertising is deeply embedded in our culture, so it can reveal in sharp relief assumptions what we might otherwise take for granted


Perch un corso sul linguaggio della pubblicit

GOOD ADVERTISING IS GOOD FOR BUSINESS

Consumersconsider advertising as a source ofinformation and entertainment.

Advertisers must providecreativeand effectiveads.

Consumers believe that advertising is an integral part of everyday culture: not only entertaining and informative, but REAL!!!


What is advertising

WHAT IS ADVERTISING

  • Advertising is an example of language adapted to a well defined social purpose.

  • Persuading people to buy a certain product or service.


How does ad work a

How does ad work?(a)


How does ad work b

How does ad work (b)?

  • Market research

    • What product / what people (TARGET)

  • Product development

    • What new product/what new needs

  • Promotion


Perch un corso sul linguaggio della pubblicit

http://www.vintageadbrowser.com/leaflets-ads-1890s/5


Perch un corso sul linguaggio della pubblicit

Drink “provokes the desire but takes away the performance” – William Shakespeare

http://press.absolut.com/templates/ImageList____160.aspx?category=ABSOLUT+CAMPAIGNS


Layout of print advertising

Layout of print advertising


Definitions

Definitions

  • Headline/Hook: large-print words at the top of the page.

  • Subhead: optional addition to the headline

  • Copy or Body Copy: main text

  • Visual: illustration that makes a visual statement. 

  • Caption: copy attached to the visual

  • Trademark: distinctive word, phrase, logo, domain name, graphic symbol, slogan used to identify the product

  • Signature/bottom line/logo: The company's trademarked version of it's name.

  • Slogan: A memorable phrase

  • Slogo: phrase used by a company throughout all its advertising


Perch un corso sul linguaggio della pubblicit

visual

headline

caption

copy


Perch un corso sul linguaggio della pubblicit

Logo/trademark

Signature

Slogan/slogo


Headline

Headline

  • The headline "hooks" the reader into reading more. Therefore, it should

    • attract attention

    • characterize the product-specific benefit.

  • It makes the consumer associate the product with an idea (i.e., a particular function, design or taste).

  • It has to be eye-catching and designed with:

    • short sentences

    • scripts with bold and coloured letters.

    • puns and/or any other linguistic deviances


  • Subhead s

    Subhead(s)

    Subheads:

    • break down the ad copy into easily digestible segments.

    • capture the attention of those who quickly scan the copy to see if they're interested.


    Body copy

    Body copy

    • It has the task of raising confidence in the advertised product which is here introduced.

    • Therefore, its language has to be precise, factual and explanatory as it:

      • shows or demonstrates the benefits of the product

      • makes claims and proves those claims with facts and figures

      • uses testimonials and success stories

      • reports recently researches about the product

      • compares its product

      • presents what makes that particular product or service unique (USP, Unique Selling Proposition)

      • states the offer in no unspecific terms


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