THE FOLLOWING ARE ___________ ARE USED ON YOU.

THE INFORMATION AND VOCABULARY IN THIS PPT WILL BE VERY IMPORTANT TO KNOW AND UNDERSTAND IN ORDER TO SUCCESSFULLY COMPLETE YOUR ASSESSMENT THIS TERM.

1. EMOTIVE LANGUAGE

• Words which appeal to the emotions can sway opinions and influence decisions.

• Appealing to the emotions generates sympathy in some way.

• Emotive WORDS give the listener an immediate EMOTIONAL response …they make us FEEL something.

2. THE USE OF ‘I’ (FIRST PERSON)

• By the use of ‘I’ a special tone of INTIMACY AND TRUST is created making the potential consumer feel confident in the product.

3. REGISTERS OF LANGUAGE

• Relaxed, friendly, and conversational tones are used.

• CLICHES and even INCORRECT grammar and spelling may be used to create this effect.

“Yoplait…it’s French for yum!”

4. SLOGANS• Slogans and catchy sayings are used often.• They may not mean much at all when looked at closely, but

they have the desired effect of sounding ‘smart’ and ‘trendy’.

““Oh, what a Oh, what a feeling…!”feeling…!” ““A A MarsMars A Day A Day

Helps You Work, Helps You Work, ......

5. SPECIAL LINGUISTIC DEVICES…

• Simile• Metaphor• Alliteration • Onomatopoeia

Our ears are attracted to the ‘product’ by using these and then our IMAGINATION can be targeted.

Consider … “Bling is a soft, sexy, shimmering face cream that will turn your man on like Tarzan discovering Jane.”

6. EXAGGERATION

• Exaggeration involves overstating something in order to try to make people believe it is true.

• E.g. “Dish Drops is lemon charged to ambush every stain.”

• For discerning consumers, it can have the opposite effect!!

7. EUPHEMISMS• Euphemisms are used to express something

UNPLEASANT in words which are more pleasing and less abrasive.

E.g. a old, run-down house may be represented as having “old-world charm,” or as a “handyman’s dream.”

8. GENERALISATIONS AND SWEEPING STATEMENTS

• Broad generalisations and sweeping statements are frequently used in advertising, since they cannot be tested for accuracy.

• E.g. “Everyone loves …” • “It is well known that …”

• Read some more about this topic by going to _• http://advertisingpropagandainfashion.weebly.co

m/hasty-generalizations.html

9. STATISTICS AND FIGURES

• Statistics and figures are often included, BUT often mean nothing.

• E.g. “One out of every two housewives use Chux”.

• Statistics can be used to imply a background of authority and research into your issue/topic where there may be none at all.

10. IMPERATIVES AND COMMANDS

Imperatives and commands are often used to encourage consumers to blindly do what they have been told.

This technique relies on the tendency for most consumers to follow instructions given by authority figures.

11. PSYCHOLOGY

• Psychology is employed in ALL persuasive language.

• The makers of the advertisement, try to appeal to the readers sense of VALUES.

• Some of these are friendship, family, love, peace, popularity, justice, wealth, status, security, patriotism.

12.USE OF FAMOUS PEOPLE

• Famous people are used so that people can relate immediately to the message in the ad.

• People used would need to be well known and still popular with the majority of consumers.

13. BODY LANGUAGE

• Body Language is generally very obvious and implies absolute conviction and confidence.

• EYE CONTACT is of prime importance.• GESTURE can be an important contributing

factor in persuading the audience to buy.