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:
Syntactic Analysis – Lesson 3d
Lingua Inglese, Module B
Interpretation: visual or verbal text, referents outside the text (exophoric)
Starts perfect… Stays perfect...
It entails the omission of the pronoun or noun functioning as Subject within the Nominal group.
Mates coming around?
“I keep my hands clean! Why can’t he?”
“I keep my hands clean! Why can’t he (keep his hands clean)?”
This is what a Honda feels like
Discourse participants – i.e. the receivers of the advert.
The situation – i.e. the character in the picture
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).
Do us a favour, will you?Write to your MP about that Climate Change Bill. (Christian Aid)
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.
Typical features of orality