advertising language and culture. (1)

Advertising Language and Culture

Moneyball Assignment

Write a review on Moneyball Talk about your thoughts on the movie The target audience The subculture that would most likely see this movie

and why The language used—how does this language relate to

the target audience/subculture Is this movie still enjoyable for people who don’t care

for baseball? Why or Why not What do you think is the main message of the movie?

What is Advertising?

Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action

Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering (get people to buy things)


The activity or profession of producing advertisements for commercial products or services

Advertising, in its simplest form, is the way in which the vendor or manufacturer of a product communicates with consumers via a medium, or many different media.

Advertising = messages

Advertising Language

Language has a powerful influence over people

Language is key to effective advertising Language in advertising includes but is not

limited to: Product names Slogans Language in relation to culture (knowing the

meaning of certain words among different cultures)


Certain words are often used in advertising as they are words that often catch the consumers attention

E.g. new, bigger, now, good, better, best, special, extra, big, easy,

Verbs: come, buy, need, love, use, feel, start, go


Advertising is not only about the language that is being used but also about where the language is positioned

Careful planning goes into this process so that the proper words stand out to you and plant the seeds of ‘want or need’ in your mind


Sometimes ads will use common sayings with their own spin on it

This helps the consumer identify with the product easily and therefore will be able to pick up on the puns or the play on words better if they are already familiar with the base structure


Pun: the humorous use of a word or phrase so as to emphasize or suggest its different meanings or applications, or the use of words that are alike or nearly alike in sound but different in meaning; a play on words.

Will to Win

The great Vince Lombardi once said, “Winning isn’t everything, but the will to win is everything.” Meaning, if a company, team, or individual does not have the will to win, they will never be able to win.

In this advertisement, they are playing on this idea but also saying that Lebron WILL dunk like this to WIN the game


“We should sue ourselves” This ad implies that you don’t have to

feel as though you are missing out on the original flavour of coke because you are drinking coke zero (no calories) because the flavour is still almost exactly the same


“Run on Air” This is a play on words that Nike is

using to promote their Nike Air shoes They are sending the message that if

you wear these shoes it will feel as though you are running on air (they are light, don’t hurt your feel, comfortable)

Discussion

Discussion

What do you think the meaning of this ad is?

Why do you think they have used the language they have?

Do you think this is effective?

Discussion

Discussion

What do you think the meaning of this ad is?

Why do you think they have used the language they have?

Do you think this is effective?

Discussion

Discussion

What is this ad implying? Why do you think they have used the

language they have? Do you think this is effective?

Advertising and Culture

Advertising can either target specific sub cultures or aim to advertise to the largest amount of people regardless of the subculture they identify with

When companies try to target the largest amount of people they are usually not successful

The key to advertising is to make each person feel as though the product has been designed for them


In advertising, there are ads that are made in order to hit certain target markets

A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards

The company has decided what kind of subculture with identifies with their specific ad and will ultimately buy their product


Advertising both is a kind or popular culture, and it is a major way that we learn about and learn how to interpret other kinds of popular culture

Advertising is a major mode of socialization, telling us how to think and feel (what's hip, what's sexy, what's normal), and what problems we need to worry about (lack of the latest e-gadget, insufficiently white teeth etc)


Understanding the way in which other cultures communicate allows the advertising campaign to speak to the potential customer in a way they understand and appreciate


“If you look around you, you will find your world filled with advertising - on huge billboards in the streets, on the pages of magazines, between the tracks played on the radio, on the walls of the subway, on the pages of internet sites, at the bottom of emails, on the backs of cinema tickets, on the shirts of football players. It seems that any surface that will hold still long enough to be read is considered a potential advertising medium.”


Because there is so much advertising that surrounds us on a daily basis, it is safe to say that advertising IS a part of our culture

There is no way to avoid advertisements, even things that you do not think are ads, are. (green peace, UNICEF etc)

Advertisements can introduce characters to the public imagination, make icons out of actors, have everyone repeating a catchphrase


Advertisements often take on a cultural life of their own

Advertisements express the current wants and needs of our society

E.g. (you don’t see cell phone commercials for the first ever flip phone, you see commercials for the iphone because that is want is “in” now)


Ads show us what we should aspire to be or be like in a way that is sometimes subtle and other times, is not

The way we act is based on the things that we see everyday through advertising


Ads make us feel like we can do what happens in the ads or be what the ad portrays makes us want the products and then in turn makes us feel more accomplished once we have those products

Slogans

What is a slogan? a distinctive cry, phrase, or motto of

any party, group, manufacturer, or person; catchword or catch phrase

A slogan is a memorable motto or phrase used in a political, commercial, religious, and other context as a repetitive expression of an idea or purpose

Why Slogans are Important

Slogans are very important for businesses because they help create a memorable image

A slogan helps consumers remember your product

The more catchy your slogan is, the more likely people are to remember it and therefore, BUY!

Slogans

Slogans take careful planning as their life span is usually very long

Once a company chooses a slogan, that slogan is likely to stick for a minimum of a year however; there are slogans from very popular companies that have been popular and trendy for decades

Here are some examples of popular slogans:

Slogans

Spoof Ads

Spoof ads are also known as parody advertisements

Parody: A parody ( /ˈpærədi/; also called pastiche, spoof, send-up or lampoon), in current use, is an imitative work created to mock, comment on, or trivialize an original work, its subject, author, style, or some other target, by means of humorous, or ironic imitation

Spoof Ads

A parody advertisement is a fictional advertisement for a non-existent product, either done within another advertisement for an actual product, or done simply as parody of advertisements—used either as a way of ridiculing or drawing negative attention towards a real advertisement or such an advertisement's subject, or as a comedic device, such as in a comedy skit or sketch.

Spoof Ads

McDonald’s continues to be one of the largest spoof targets because of its well known unhealthy nature

You can often see many spoofs for cigarette ads as well

We are going to analyze some spoof ads and determine the meaning and how they relate to certain cultures

Examples of Spoofs

Spoof Ads

Marlboro

Some of the best…

http://www.adbusters.org/

Commercials

http://www.ogilvy.com/

Here is the top advertising agency in Toronto. We will watch some of the commercials and ads that they have produced

Homework

Due: Thursday, May, 10th, 2012 Create your own print ad If you are basing your ad on a

Chinese company that you do not think I will be familiar with just simply include the company name and I will look it up and I should be able to figure your ad out

advertising language and culture. (1)

Technology

advertising language

effective advertising

advertising language

advertising language

services advertising

language usedhow

product names slogans

use of words