Language and Means of Persuasion

Министерство  Образования Московской области

ГОУ ВПО  МО

МОСКОВСКИЙ  ГОСУДАРСТВЕННЫЙ ОБЛОСТНОЙ СОЦИАЛЬНО  ГУМАНИТАРНЫЙ ИНСТИТУТ

Кафедра английского языка 
 
 
 
 
 
 
 

     Курсовая  работа 

     Advertising:

     Language and Means of Persuasion 
 
 

     Студентки 4 курса

     Факультета  иностранных языков,

     Группы  АН 42(2)

     Киткаеваой  Ольги Леонидовны 

     Научный руководитель:

     Макаренко Анна Александровна 
 
 
 

     Коломна

     2011 
 

Content

Introduction

1. The Stylistics of advertising
1. Morphology
2. Syntax
3. Rhetorical devices
2. Advertising headlines
1. Headline. Definition and Concept
2. Stylistic Features of Headlines

 

3. Basic techniques of ads persuasion

Conclusions

Bibliography 
 
 
 
 
 
 
 

Introduction

With the development of the technology and the massive diversity of the mass media, advertising influences the daily life of every person. Whatever the forms advertising takes, language is the main carrier of the message. Advertising language is very different from common language. It is a style of immediate impact and quick persuasion. It has its own features in morphology, syntax, and rhetorical devices. For a rhetorical device appeals to the imagination and makes the speech or writing interesting and appealing, advertisers often use various rhetorical devices to persuade the readers  to buy different products.

The wide use of advertising has created a special style of English – advertising English whose unique characteristics, simple language and important attraction makes it different from other kinds of languages.  

In order to send information,  advertising English must be vivid, usual, emotional, and attractive. In what follows, we will analyze  some features of advertising and the way in which morphology, syntax and rhetorical devices are used in English advertisements in order to convey the message to the buyer.  
 
 
 
 
 
 
 
 

1. THE STYLISTICS OF ADVERTISING

A  rhetorical figure is defined as an artful arrangement of words or meanings designed to produce a specific effect on an audience (e.g., metaphor, alliteration). Aristotle defined rhetoric as “the faculty of discovering all the available means of persuasion in any given situation”. [Corbett, 1990:3]  This definition suggests the idea that there is a set of formal devices capable of achieving certain effects, and that in any given situation some of these devices will be applicable and others not. Therefore, rhetoric tries to understand what works in the area of persuasive communication. 

Rhetorical figures are very common in the headlines of contemporary magazine and newspaper advertising throughout the world. It means that these figures can be found across a variety of audiences, magazines, newspapers, product categories, and message strategies. 

Cortland L. Bouvee defines advertising as “the non-personal communication of information usually paid for and usually  persuasive in nature about products, services or ideas by identified sponsors through the various media.”[ Bovee & Arens 1992:7] Nowadays, with the development of the technology and of the mass media, advertising has influenced people pervasively in their daily life. However, whatever the promotional  strategies advertising takes, language is the main carrier of message all along, as The Language of Advertising, by Vestergaard & Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.”[Vestergaard, Schroder, 1985:140] Advertising language is a style of immediate impact and rapid persuasion.  The use of English in advertising is a global phenomenon. As Ingrid Piller points out,“English  is the most frequently used language in advertising messages in non-Englishspeaking countries (besides the local language)”.[ Piller,  2003:175]  

American Marketing Manager’s Handbook points out that an advertisement should have four functions: AIDA, which represent four words - Attention, Interest, Desire, Action. 

1. Attention - a good advertisement should attract the consumer to direct their attention to the product of it.

2. Interest - the introduction and publicity of an advertisement should arouse consumers’ great interest.

3. Desire - the publicity of advertising should stimulate consumers’ desire to buy the product, and make them realize that this product is just what they want.

4. Action - the advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing.  

1.1. Morphology in Advertising

The function of advertising is to provide information, attract consumer, and promise quality. Therefore, advertisement must  contain impelling language, and  for this it must use  popular and oral language, easy to understand and memorize.

1.  Simple and formal language

For example:“I couldn’t believe it, until I tried it!”, “I’m impressed! I’m really impressed!”, “I love it!”, “You’ve gotta try it!”. The former  is an advertisement of a microwave oven. The words in it are very simple and oral. It uses the slang “gotta”, which means “got to” in American English, to give an impression that this advertisement comes from the real life. 

2. Misspelling and Coinage

In some of advertisements, there are some  words misspelled on purpose, or some suffixes or prefixes added to the common words. Although the new words still keep  the original meanings, they are quite different from the original words in spelling, which will make the advertisement more interesting and attractive. 

e.g. First of all, because now Yoplait is thicker. Second of all, because it’s creamier. Third of all, because it’s still 100% natural and really very good for you. Fourth of all, because to me Yoplait tastes better than all the other  Yogurts. And fifth of all, because…well, just because …” [http://www.yoplait.com/] 

In addition, some prefixes or suffixes like “super-”, “ex-”, “-er”, “-est” …etc, are often used to stress the high quality of the product. 

3. Loanwords

The most frequently used loanwords are French and Spanish. 

e.g. Perrier…with added je ne sais quoi. [http://www.perrier.com/EN/index2.asp]

The meaning of   je ne sais quoi  is “I don’t know what”. The purpose to use this simple French is to show the French flavor of this drink. The loanwords in some advertisement are good methods to express the exoticism of the products.

e.g. Experience Fiesta through the eyes of real people.[http://www.fordvehicles.com/cars/fiesta/]  The meaning of the word Fiesta is “party”.

      4. Use of verbs

The most frequently used verbs and phrasal verbs are: try, ask, get, take, let, send for, use, call, make, come on, hurry, see, give, come, remember, discover, serve, introduce, choose, and look for. It has been noticed that these verbs are particularly

used in beauty industry advertisements.

e.g. Our eye shadows, liners,  brow products and mascaras will  get you gorgeous in a glance.[ http://www.maybelline.com/product/eye/index.aspx,] 

e.g. Moisture Wear Make-up. It gives life to the look and feel of your skin. Moisturewear Blush. It brings radiance to the look of your skin [http://www.covergirl.com/beauty_products/blush/] 

Good look and young skin are always the things that a women pursue. The use of the verb give will make this product end up with big sale. Similarly, the word   bring  is also very appropriate. Radiance of skin is the thing that almost every woman wants and needs.

4. Use of Adjectives

The purpose of advertising is to publicize products, therefore it is necessary to describe many aspects of the product such as size, color, nature, and quality. During this process, adjective plays a vital role. The most frequently used adjectives are: new, crisp, good/better/best, fine, free, big, fresh,  great, delicious, real, full, sure, pure, easy, bright, clean, extra, safe, special, rich.

e.g. Light.Crisp.Refreshing. [http://www.pepsi.com/]

e.g. It releases a  fresh layer of microlight makeup for each application, allowing you to achieve a look of  pure perfection that’s skin brightening, non-drying, and comfortable to wear every time. [http://shop.elizabetharden.com/product/index.jsp?productId=3433906&cp=2860507&parentPage=family]

 

1.2. Syntax in Advertising

        1. Simple sentences

It will get better effect to use simple sentences than compound sentences, because the readers will lose interest in reading complex sentences. 

e.g. Maybe she’s born with it. Maybe it’s Maybelline.[http://www.maybelline.com/index.html]

        2. Interrogative sentences and imperative sentences

Interrogative sentences are quick and effective to get the readers’ response. 

e.g. Do you want the good news or the good news? First the good news: use head & shoulders regularly and you can have 100% flake free hair. And the good news? Well, head & shoulders is also a great way to achieve beautiful-looking hair that feels soft, silky and manageable.[ http://www.headandshoulders.com/en-US/justthefacts/dandruff-treatment.jspx]

The imperative sentences have a meaning of claiming, calling and commanding, similarly the goal of advertising is to persuade consumers to buy a product or service. 

e.g. Run with us! or Just do it! [http://nikerunning.nike.com/nikeos/p/nikeplus/en_US?sitesrc=uslp]

e.g. Join us in sharing the simple pleasures in life that motivate and inspire you.

[ http://www.pepsi.com/]

4. Minor Clause

Minor clause contains simple elements emphasizing the key words. It could not only reduce the length and cost,  but also disseminate information more effectively.

e.g. Goodyear. We discover, you explore. [http://eu.goodyear.com/uk_en/index_flash.jsp]

 

1.3. Rhetorical Devices Used in English Advertising

Rhetorical devices are used  to make the thought more striking and effective. A fresh rhetorical device appeals to the imagination, creates mental pictures and makes the speech or writing impressive and interesting. Due to this, advertisers often use various rhetorical devices to increase the readability and appeal of an advertisement and to get consumers’ interest of buying the product. 

       1. Personification - Personification is a figure of speech in which a thing or abstraction is represented as a person .The use of personification in advertising will endow the product with human emotion, and will make them amicable to consumers.

e.g. Kleenex says bless you.[ http://www2.kleenex.com/USA/history/index.aspx] 

e.g. Cottonelle. Looking out for the family. [http://www.cottonelle.com/product_cottonelle.aspx]

       2. Simile and Metaphor - Simile is a figure of speech comparing two unlike things, often introduced with the words  “like”, “as”, or “than”. [http://www.merriam-webster.com/dictionary/simile] 

e.g. Lightweight, extra caring formula for dry and damaged hair. Power hold and a soft touch like Cashmere. [http://www.schwarzkopf-consumer.com/index.php?id=585,]

Metaphor is a figure of speech in which  a word or phrase literally denoting one kind of object or idea is used in place of another to suggest a similarity or analogy between them. [http://www.merriam-webster.com/dictionary/metaphor]  Metaphors can be used visually in the picture or verbally  in the headline  and/or copy. Since the nature of metaphors involves expressing and experiencing one thing in terms of another unexpected object, consumers exposed to a metaphoric headline or picture in an ad will search and tap into their existing knowledge and perceptions of  the conventions and context of the metaphor so as to comprehend the message.

e.g. Go for the Gold. The brightest star in electronics. [http://www.tesoon.com/english/htm/02/5273.htm]

      3. Pun - Pun is a play on words, or the usually humorous use of a word in such a way as to suggest two or more of its meanings or the meaning of another word similar in sound

e.g. American Home has an edifice complex. [http://www.americanhome.com/currentads.html]

e.g. The more we progress, the better you advance.

[ http://www.michelin.co.uk/michelinuk/index.jsp]

      4. Repetition-In some advertisements, repetition is used to stress certain information.

e.g.  Designed to test limits,  designed to be noticed – Bulova

[http://www.bulova.com/brands/adfinder.aspx]

      5. Rhyming- One of the best techniques for bringing in the brand name is to make the slogan rhyme with it. An ad slogan is better if it reflects the brand’s personality. By this kind of rhyming, the brand name is highlighted.

e.g.The flavour of a Quaver is never known to waver. 

[ http://www.adslogans.co.uk/ans/creslo02.html]

e.g.It’s the Viakal fizz that does the bizz! [Idem, ibid.]

     6.  Alliteration - Alliteration can help the slogans  achieve the strong beating rhythm needed to make it a repeatable sentence. 

e.g. Fila: Functional... Fashionable... Formidable... [Idem, ibid.]

  
 

2. Advertising Headlines

A complete written advertisement (newspaper, magazine) is usually made up of a headline, body copy, slogan, illustrations and colors, trademark, and brand name. These elements are named  visual elements. Another kind of elements - audio elements -  are advertising commentary, advertising music and advertising sounds. In these elements, headline, body copy and slogan are the most important elements in an advertisement.

2.1. Headline. Definition and Concept

Headline is the theme and centre of advertisement. It is usually in the most conspicuous position of advertisement to attract the attention of consumers. A headline functions as the main title of the text, often written in a larger font than the  rest of the text. According to Collins Cobuild Advanced Learner’s English Dictionary, a subheading can be defined as a secondary title usually placed  under the headline which gives additional information on both the headline and the accompanying text.[Cf. Collins Cobuild Advanced Learner’s English Dictionary, 2006] Leigh  states that a headline’s importance in a text (in his case, print advertisements) is based on their function  as a slogan to the entire text and as an attraction to the reader.[ Cf. Leigh, 2008:17] 

Headlines are used in various sorts of texts, ranging from newspaper articles to essays, academic theses, advertisements and even pictures. The position of the headline, according to Iarovici et al. is usually in front of the text, and its emphasis is often done by large and visible fonts, [Iarovici, Amel, 1989:441] therefore making it the window to the following text and thus important. Iarovici et al. argue that a headline cannot stand alone, and would not even work by itself, but always needs to be attached to a text.[ Idem, ibid.] As Leigh argues, headlines can be analysed from very different points of view. [Leigh, 2008:17]

According to Iarovici et al., a headline has two functions,  a semantic function  and  a pragmatic function.[ Iarovici et al., 1989:442] The former means that a headline tells the reader something about the following text, and the latter that the  task of a headline is to form a connection  between the author and the reader. The semantic function is made visible through the associations to the subject in the headline and the pragmatic function through rhetoric means  and thus the linguistic features of the headline.[ Idem,  p.445.]The author shows his appreciation of the reader’s capacity to understand and notice linguistic features by using different linguistic methods to enhance the effect of the headline, and this forms the notion of  shared knowledge, as Iarovici et al. state [Idem,  p.444.] Lennon states that headlines in newspapers and magazines are not usually written by the author of the accompanying text, but instead most publications have a copy editor who is in charge of the  headlines in particular. Lennon  also argues that this  can mean that as the responsibility of selling the texts to the audience is on one person, the quality and inventiveness of the headlines might be in jeopardy.[ Lennon, 2004:80]