I will be looking into the language of power in advertising. The reason I have opted to investigate this topic is because advertising is one of the most powerful and persuasive formulas used in sales industries and many organisations to promote products constantly grabbing our attention. I will be looking at how the language and graphology they use to persuade and encourage readers.
It’s remarkable how the majority of the target audience (depending what advertisement it is ) do not realise how they are persuaded or how their attention is grabbed by just using linguistic devices such as puns, rhymes, pictures and so forth. So this type of study is one I am very keen on as I am concerned with how/why/what language is used to convey power and persuasion.
I will be look at two charity texts.
I have collected both sets of data from the net. Both are charity leaflets from their respective sites.
I originally planned to collect the data without access to the net. However, I encountered some problems finding good quality data. Most data I managed to get hold of had little text but just catchy pictures. So my best option was to go online and search for a good quality leaflet which I did.
The aspects of language I have chosen to analyse are: lexis and semantics, grammar, graphology.
I expect the use of synthetic personalisation throughout in both charity leaflets (Fairlcough 2001). I also expect the use of imperative sentences.
The Unicef charity leaflet is dominated by a picture of three young, hungry and worried girls. It immediately grabs the readers attention. The use of three different children, different ages, d...
... middle of paper ...
... long. It uses simple connectives such as ‘yet’ and ‘but’ to achieve cohesion.
On the other hand, Action Aid has much longer sentences that makes more demands without being critical of the reader. The paragraphs are also much bigger. It also uses wider vocabulary than Unicef for example ‘opportunities’, ‘community’, ‘access’, this is because the target audience as this charity is aimed at more middle class families and possible donors. Some modifiers often have a emotional impact for instance ‘dreams‘,’ personal’, ‘emotionally’. Unlike Unicef who uses dramatic, forceful words, Action Aid decided to use positive modal auxiliaries such as ’bring’ and ’help’.
Action Aid uses interrogatives/rhetorical questions such as ‘how does sponsorship work’ and ‘want to find out more’ - this draws the reader in by using a question that requires to be looked into depth.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- Introduction Advertising is a prominent genre in virtually all contemporary societies. It is closely connected with social economy, enterprise development, market exploitation, foreign trade and people’s daily life. It is ubiquitous and widely disseminated through newspapers, magazines, journals, television, radios, posters, etc. We may be often annoyed by advertisements, however, sometimes we may find them exceedingly useful. Anyway, advertisements have played and are playing an important role in this commercial era.... [tags: Advertising, Memetic Approach]
1895 words (5.4 pages)
- ... These words appear and retain their definition until placed into context. Another words they mean one thing by themselves, however when used strategically they mean nothing. No matter how hard people try or how aware they are, at one time or another they will fall in to an advertising trap. One of the most common type of product advertised is food. Based on statistics from Fast Food F.A.C.T.S., “In 2012, fast food restaurants spent $4.6 billion in total on all advertising.” Aside from the immense budget fast food industry spends on advertisements, the importance is the effects of the advertisements.... [tags: major advertising topics and strategies]
980 words (2.8 pages)
- Marketing, Advertising, Style and Art: Life Should be Lived, Not Painted Man-made objects produced for acquisition depend on the ability to carry an image of style. The consumer is persuaded that ownership will enable them to inherit this style transforming their lives into perfect, happy reflections of the people featured in advertisements. These objects can be applied to any aspect of life as a fast answer to the question of style. The media promotes and reflects the current mainstream culture's standards for life style, class and importance of appearance.... [tags: Marketing Advertising Art]
1855 words (5.3 pages)
- Advertisements, commercial, we see them every day. Commercial advertisements firmly grab hold of our attention, lasting anywhere from a few seconds to about a minute. That is their purpose; to enchant us in such a way that we do not forget their messages. Investorwords.com defines advertising as “a description or presentation of a product, idea, or organization, in order to induce individuals to buy, support or approve of it.” However, this only applies to successful advertising. An unsuccessful commercial advertisement cannot normally do this.... [tags: Advertising ]
1025 words (2.9 pages)
- Within this essay I plan to discuss the portrayal of women in contemporary advertising and focus around the ideologies of the male gaze according to Laura Mulvey. Laura Mulvey is a feminist film theorist commonly known for her controversial essay, “visual pleasure and narrative cinema” written in 1973. This piece went on to be published in the influential British film journey screen. (Hein,2008) Her written views have achieved to shift the perception of film theories conventional structure known as psychoanalytic, which were written about by Sigmund Freud and Jacques Lacan.... [tags: advertisement]
960 words (2.7 pages)
- If the main purposes of the media are to inform, educate and entertain advertising covers two of these, introduction of a product, the teaching of how it can be useful People are exposed to over 3000 adverts in one day. This essay discusses the particular values or meanings that advertising associates with the global, the ideas that challenges those particular meanings. Modern day advert competes heavily for audiences rating, and most of these contain a comedic nature but also for many products, commercials incorporate an adult nature a lot of the times.... [tags: Consumer Studies]
1417 words (4 pages)
- Ads (or advertisements) are everywhere. These messages come from different platforms, and they are aimed at convincing people to purchase goods, services, and ideas. From its simple beginnings in ancient Greece and Rome, advertising is now multimillion-dollar industry. Companies make huge investments, utilize sophisticated technologies, and make use of very persuasive language to market existing products (Green, 2012). The automobile industry made excellent use of advertisements. According to Georgano (2013) “the advertising industry and the automobile grew up side by side and each was a major stimulus to the other” (para 1).... [tags: audience, manufacter, retailers]
833 words (2.4 pages)
- The term ‘global’ brings implications of a sense of ‘togetherness’, global advertising therefore suggests marketing to the world as a sole unit. The pioneer of global marketing was Theodore Levitt, ‘he insisted that companies should start thinking themselves as global rather than multinational’ (Barnet, 1994: 168). ‘The global corporation treats the entire world as if it were a single entity and sells the same things in the same way everywhere’ (Leiss, Kline, Hally, 1997: 171). However this generates question over the possibility of the success in ‘global’ advertising in a world of individual consumers.... [tags: Marketing]
1725 words (4.9 pages)
- Investigating Different Aspects of Advertising Everywhere we look we see advertisements. When we walk down the streets adverts are constantly attracting us, trying to get us to look at them whether we know it or not. By time you are sixty you will have been exposed to roughly 50 million adverts. Your average high street contains hundreds of different adverts. These are all designed to make us but their brands products. Designers of advertising may spend weeks or months designing a single advert to make it more appealing to the market at which they are aiming.... [tags: Papers]
2006 words (5.7 pages)
- Promotion is the specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. The objectives that are met by promoting are to move the target market through the following phases: Unawareness -> Awareness -> Beliefs/Knowledge -> Attitude -> Purchase Intention -> Purchase It is believed that consumers cannot skip over a phase, but they need to move through them. Promotion is used to move the target market from one phase to another to finally purchase.... [tags: Business marketing Promotion]
1375 words (3.9 pages)