University of Bergamo English Language (92105) The Language of Advertising LESSON 19 14th December 2017

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1 University of Bergamo English Language (92105) The Language of Advertising LESSON 19 14th December 2017 Bachelor's Degree Programme Communication Sciences Course instructor: Eleonora Natalia Ravizza Room 4, 1st Floor, San Tomaso

2 MID COURSE EXERCISES Exam preparation

3 When can you take the English Language Examination? NOT The January/ March exam sessions are available to First-Year Students (2017/18) First dates available: - WRITTEN TEST: 1st June, 15th June, 18th July ORAL TEST: 5th June, 22nd June, 23rd July 2018

4 Preparing for your ORAL exam NB: STUDENTS FAILING TO COMPLY WITH THE REQUIREMENTS (SEE ALSO: ORAL EXAMINATION GUIDELINES PUBLISED ON THE WILL NOT BE EXAMINED AND WILL BE ASKED TO RETAKE THE EXAM AT A SUBSEQUENT APPELLO COURSE WEBSITE)

5 MODULE 1 THE LANGUAGE OF ADVERTISING Preparing for your ORAL exam Your task is to analyse five (preferably recent) advertisements in English using methodological tools discussed in class/ explained in the textbooks

6 Preparing for the exam - Your five PRINT ads This does not exclude knowledge of the theoretical content of the course ATTENDING STUDENTS: De Sario's book + course notes + materiale integrativo published on the website NON ATTENDING STUDENTS: De Sario's book + further references indicated in the bibliography + materiale integrativo published on the website

7 Preparing for the exam - Your five PRINT ads How and where to find the adverts What kind of sources to use and not to use

8 Preparing for the exam - Your five PRINT ads Real of fake? DO NOT GOOGLE ADVERTISEMENTS (for example with Google images) DO NOT USE RANDOM WEBSITES (social media platforms, blogs, etc.)

9 Preparing for the exam - Your five PRINT ads If you bring online sources (max. 2) You can use THE OFFICIAL WEBPAGE or the OFFICIAL (verified) SOCIAL MEDIA ACCOUNT;

10 Preparing for the exam: Your five advertisements The ad must contain at least a body copy plus a headline or a slogan: Choose ads that have as many verbal elements as possible

11 Preparing for the exam - Your five PRINT ads You can use PRINT SOURCES Bring the original newspaper/magazine with you or a COLOUR copy of the advertisement (and possibly of the cover/front page of the newspaper/magazine)

12 Preparing for the exam - Your five PRINT ads Remember to prepare a list with - your ads - your sources (with publication date/ url + consultation date )

13 Preparing for the exam: Your five advertisements example: 1) Dr. Oetker's Easy Swirl Cupcake Icing, Hello! Magazine, 17/10/2016

14 Preparing for the exam: Your five advertisements 2) For online (official/verified sources only) No 1 Rosemary Water, th Accessed on 16 October 2017,

15 Preparing for the exam - Your five PRINT ads DO NOT WRITE ANYTHING ON THE ADVERTISEMENTS (it's ok to underline or highlight sentences though)

16 Preparing for the exam - Your five PRINT ads You cannot use any of the ads that were discussed in class or in any of the textbooks used in this course

17 YOUR GRADE WILL BE BASED ON: - YOUR ANALYSIS/ KNOWLEDGE OF COURSE CONTENT - FLUENCY/ LINGUISTIC ACCURACY (grammar, lexis, pronounciation)

18 HOW TO PREPARE YOUR ANALYSIS 1. DETAILED ANALYSIS OF THE AD 2. PRESENTATION (SELECTION OF THE MOST RELEVANT FEATURES)

19 PART 1 - ANALYSIS DIVIDE THE AD INTO SECTIONS (VERBAL COMPONENT): - Headline - Subhead - Slogan - Brand Name - Logo - Signature - Body Copy...

20 PART 1 - ANALYSIS DIVIDE THE AD INTO SECTIONS (VISUAL COMPONENT) COMPOSITION Salience Information value Framing Colours Type of visuals (What is represented? Key visuals, Catch visuals, Focus visuals)

21 PART 1 - ANALYSIS INTERESTING GRAMMATICAL FEATURES: - VERBS - SYNTAX - MORPHOLOGY - COMPARATIVES/ SUPERLATIVES - DEICTICS - DETERMINERS...

22 PART 1 - ANALYSIS What interactive features can you find? (imperatives, hashtags, place and time adverbials, colloquial style, storytelling...)

23 PART 1 - ANALYSIS FIGURES OF SPEECH: Metaphors, Metonymy, Synecdoche, Personification, Irony... Sound effects (alliteration, rhyme, consonance, assonance, onomatopoeia..)

24 PART 1 - ANALYSIS WORD CHOICE: WHAT ARE THE KEY WORDS?

25 PART 1 - ANALYSIS WHO IS THE TARGET OF YOUR AD? (Where did you take the ad from?) MARKET SEGMENTATION

26 PART 1 - ANALYSIS WHAT KIND OF APPEAL CAN YOU FIND?

27 PART 1 - ANALYSIS ARE THERE ANY INTERESTING CULTURAL REFERENCES?

28 PART 1 - ANALYSIS INTERPRETATION/ CONTEXT

29 PART 2 SELECTION/ PRESENTATION WHEN YOU PRESENT YOUR ANALYSIS, SELECT THE MOST RELEVANT FEATURES GIVE PROMINENCE TO THOSE ELEMENTS THAT YOU THINK ARE MOST SIGNIFICANT

30 PART 2 SELECTION/ PRESENTATION ORGANIZE YOUR TALK!

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32 CHANTECAILLE SAVE OUR FORESTS There are only 850 of us left. We mountain gorillas are your cousins our DNA is 98% identical to yours. Half of the world's forests, our home, have already been burned. Each year, 45 acres are destroyed. You need the forests as much as we do they protect the world's water sources, and act as the lungs of our earth. Without them, we are all lost. Chantecaille is proud to support the Rainforest Alliance

33 MOST INTERESTING FEATURES 1. The product advertised is secondary to the ethical message. Most salient image: THE GORILLA Personification: VISUAL: its eyes are very sad (EMOTIONAL APPEAL), PERSONAL: it addresses the reader in the body copy. FIRST PERSON PLURAL PRONOUN ( We are all lost ) used to create identification..

34 MOST INTERESTING FEATURES 2. TARGET: (mostly) WOMEN Yet there are no references to gender

35 MOST INTERESTING FEATURES OTHER INTERESTING FEATURES: - colours, type of visuals, Grammar (what type of sentences can we find?) Word choice (e.g. why was the word home used? Why is DNA mentioned?...) How is the product presented?.

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37 ADVERTISING APPEAL ADVERTISING APPEAL is the approach used to attract the attention of customers and/or to influence their feelings towards the product or service advertised.

38 ADVERTISING APPEAL ADVERTISING aims: to influence the way consumers see themselves and to persuade them that buying certain products can be beneficial to them MOVE PEOPLE, SPEAK TO THEIR WANTS OR NEEDS, EXCITE THEIR INTERESTS

39 TYPES OF ADVERTISING APPEALS EMOTIONAL OR RATIONAL? HUMOR MUSIC SEX/DRIVES GENDER BEAUTY DURABILITY PRICE QUALITY FEAR DURABILITY SOCIAL VALUES CIVIC VALUES ROMANCE ADVENTURE SCARCITY LIFESTYLE SOCIAL CLASS VALUES...

40 TYPES OF ADVERTISING APPEALS EMOTIONAL OR RATIONAL? HUMOR MUSIC SEX/DRIVES GENDER BEAUTY DURABILITY PRICE QUALITY FEAR DURABILITY SOCIAL VALUES CIVIC VALUES ROMANCE ADVENTURE SCARCITY LIFESTYLE SOCIAL CLASS VALUES...

41 What Appeal? Scarcity appeal

42 What Appeal? RATIONALITY Scarcit y

43 What Appeal? EMOTION

44 EMOTIONAL APPEAL RELATED TO THE INDIVIDUAL'S PSYCHOLOGICAL AND SOCIAL NEEDS FOR PURCHAISING CERTAIN PRODUCTS OR SERVICES

45 EMOTIONAL APPEAL 1. PERSONAL: joy, happiness, fear, safety, selfesteem SOCIAL FACTORS cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, status and acceptance (e.g. STEREOTYPES, ROLE MODELS, LIFESTYLE)

46 What Appeal? FEAR + HUMOR

47 What Appeal? RATIONALITY (milk is good for your bones, see body copy) + HUMOR/SEX (emotional appeal)

48 HUMOR APPEAL HUMOR is an element that is commonly used in advertisements. - attention-catching device - instant recall/ memorability RISKS: it may overshadow the message/ it may be OFFENSIVE