the language of advertising l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
The Language of Advertising PowerPoint Presentation
Download Presentation
The Language of Advertising

Loading in 2 Seconds...

play fullscreen
1 / 13

The Language of Advertising - PowerPoint PPT Presentation


  • 167 Views
  • Uploaded on

The Language of Advertising. Syntactic Analysis – Lesson 3d. Lingua Inglese, Module B A.A. 2009/10. Ellipsis (1). Besides using the regularity of parallelism, an advertiser can throw in an unexpected irregularity:

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'The Language of Advertising' - laraine


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
the language of advertising

The Language of Advertising

Syntactic Analysis – Lesson 3d

Lingua Inglese, Module B

A.A. 2009/10

ellipsis 1
Ellipsis (1)
  • Besides using the regularity of parallelism, an advertiser can throw in an unexpected irregularity:
  • It entails syntactic reduction, a form of inexplicitness consisting in the unspoken, the unexpressed, but understood.
  • It entails the omission or deletion of some items of the surface text, which are recoverable in terms of relation with the text itself.
  • It is a major cohesive device, contributing to the efficiency and compactness of a text (Beaugrande-Dressler, 1981; Halliday-Hasan, 1976).

ELLIPSIS

slide4

Ellipsis (2)

  • We can find ellipsis both in written and spoken language, butespecially in face-to-face conversation, we often do not bother to encode information that can be understood from the linguistic or situationalcontext.
  • It is mainly a feature of orality, used to avoid repetition and redundancy.
  • The use of ellipsis in advertising:
    • Create ambiguity in order to attract the reader’s attention

Interpretation: visual or verbal text, referents outside the text (exophoric)

    • Reproduce speech, informal register, in order to create a confidential relationship with the reader.
types of ellipsis 1
Types of Ellipsis (1)

Starts perfect… Stays perfect...

(Maxfactor)

It

It

  • Ellipsis of the Subject

It entails the omission of the pronoun or noun functioning as Subject within the Nominal group.

Are your

Mates coming around?

(Heineken)

  • Verbal Ellipsis: Operator Ellipsis
  • It involves the omission of the operator, so that the lexical verb is always explicit.
  • Generally, the Subject is also omitted from the clause

Are you

Feeling fruity?

(Del Monte)

slide6

Types of Ellipsis (2)

“I keep my hands clean! Why can’t he?”

(Lava soap)

“I keep my hands clean! Why can’t he (keep his hands clean)?”

  • Verbal Ellipsis: Lexical Ellipsis
  • It involves the omission of the lexical verb, so that the verbal group consists only of the operator – expressing modality (can, will, would, may, might) or tense (be, have, do).
slide7

The key to your dream car is in your home

(Halifax Insurance)

Summertime’s here

(Häagen-Dazs)

This is what a Honda feels like

(Honda)

deixis
Deixis
  • Use of the pronoun ‘you’ in ads is ambiguous as it is doubly exophoric.
  • It refers to:

Discourse participants – i.e. the receivers of the advert.

The situation – i.e. the character in the picture

  • A word or phrase whose meaning requires contextual information (e.g. in ads, the image on the page).
  • A feature of orality, common in face-to-face conversation (→ shared situational context).
  • Types of deictics:
    • personal pronouns (I, you, we) or Adjs (your)
    • Advs of time (now, then) and place (here, there)
    • Demonstrative Adj/Pronouns (this, that)
paralanguage
Paralanguage

It is distinctive of oral communication and is used to express attitude and emotion.

= voice tone, facial expression, gesture, body posture, physical proximity.

In advertising, it is realised via speech, images, graphology and layout.

Communicative importance of the way writing is displayed (Cook 1992).

slide10

Reproducing speech

Do us a favour, will you?Write to your MP about that Climate Change Bill. (Christian Aid)

exercise
Exercise

Up to 15-hour wear. Light as air. New. Double Wear Light.

Long-wear makeup is now lightweight makeup. Fresh, natural, comfortable. Goes on sheer, leaves skin free to breathe all day. Controls oil, resists smudging and won’t "melt" off through heat and humidity. For a look that stays vibrant and fresh whether it’s a workday, a workout or a weekend. It’s makeup that keeps up. Oil-free. Photo-friendly. Fragrance-free. Non-acnegenic. Dermatologist-tested.

  • Extensive use of punctuation, especially full-stops >fragmentation
  • Minor clauses>Fresh, natural, comfortable.
  • Extensive use of Adjectives (Compound Adj) >Oil-free. Photo-friendly. Fragrance-free. Non-acnegenic. Dermatologist-tested.
  • Ellipsis>Goes on sheer, leaves skin free, controls oil, resists smudging and won’t "melt" off ...
to sum up
To sum up...
  • Linguistic features of ads (mainly on the syntactic level):
    • Imperatives
    • Exclamations and interrogatives
    • Disjunctive grammar, fragmentation, NPs
    • Extensive use of adjectives
    • Parallelism
    • Ellipsis
    • Deixis
    • Paralanguage
to sum up13
To sum up...

Typical features of orality

  • Linguistic features of ads (mainly on the syntactic level):
    • Imperatives
    • Exclamations and interrogatives
    • Disjunctive grammar, fragmentation, NPs
    • Extensive use of adjectives
    • Parallelism
    • Ellipsis
    • Deixis
    • Paralanguage