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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!!!

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.

The English language and Advertising

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


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.

  • 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


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 interpretation

  • 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) interpretation

How does ad work b
How does ad work (b)? interpretation

  • Market research

    • What product / what people (TARGET)

  • Product development

    • What new product/what new needs

  • Promotion

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

Layout of print advertising
Layout of print advertising performance” – William Shakespeare

Definitions performance” – William Shakespeare

  • 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

visual performance” – William Shakespeare




Logo/trademark performance” – William Shakespeare



Headline performance” – William Shakespeare

  • 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) performance” – William Shakespeare


    • 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 performance” – William Shakespeare

    • 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