University of Bergamo English Language (92105)

The Language of Advertising LESSON 12

20th November 2017

Bachelor's Degree programme Communication Sciences

Course instructor: Eleonora Natalia RavizzaEleonora.ravizza@unibg.it

Room 4, 1st Floor, San Tomaso

SOUND EFFECTS IN THE LANGUAGE OF ADVERTISING

RHETORICAL STRATEGIES

PHONOLOGICAL SCHEMES are important to make a message memorable

SOUND EFFECTS IN THE LANGUAGE OF ADVERTISING

ASSONANCE: The repetition of vowel sounds to create internal rhyming within

phrases or sentences (The early bird catches the worm)

CONSONANCE: The repetition of identical or similar consonants in neighbouring

words whose vowel sounds are different (coming home, hot foot)

SOUND EFFECTS IN THE LANGUAGE OF ADVERTISING

ALLITERATION: the repeated sound of the first or second letter in a series of words, or the repetition of the same letter sounds in

stressed syllables of a phrase

Peter Piper picked a peck of pickled peppers

SOUND EFFECTS IN THE LANGUAGE OF ADVERTISING

RHYME: a repetition of similar sounds (or the same sound) in two or more words,

most often in the final syllables of lines in poems and songs

RHETORICAL STRATEGIES

I guess you think you know this story. You don’t. The real one’s much more gory.

The phoney one, the one you know, Was cooked up years and years ago, And made to sound all soft and sappy

Just to keep the children happy.(Roald Dahl, Revolting Rhymes)

PHONETICS

In order to understand sound effects in the language of advertising it is

necessary to be aware of how sounds are articulated

[ nt ( ) næ nl ˌɪ ə ː ˈ ʃə f n t kəˈ ɛ ɪ ælf b t]ˈ ə ɪ

[ t ntr d k n ə ʃɔː ɪ əˈ ʌ ʃətu ŋgl f n t ksː ɪ ɪʃ əˈ ɛ ɪ ]

[ nt ( ) næ nl ˌɪ ə ː ˈ ʃə f n t kəˈ ɛ ɪ ælf b t]ˈ ə ɪInternational Phonetic Alphabet

[ t ntr d k n ə ʃɔː ɪ əˈ ʌ ʃətu ŋgl f n t ksː ɪ ɪʃ əˈ ɛ ɪ ]

-A short introduction to English

phonetics

Phonetics

1.Phonetics is the system of sounds of a particular language

Phonetics

2.Phonetics is the branch of linguistics that deals with the sounds of speech and their production, combination, description and representation by

written symbols

PHONETICS

Differences between English and Italian Phonetics are remarkable!!!!

English phonetics

How many vowel sounds are there in Italian? And in English?

How many consonant sounds are there in Italian? And in English?

English phonetics

In Italian there are 7 vowel sounds and 23 consonant sounds.

In English there are (over) 20 vowel sounds and (over) 24

consonant sounds

English phonetics

The IPA (International Phonetic Alphabet) was developed in order to

represent those qualities of speech that are part of the oral language

In the IPA there are symbols which represent consonant and vowel sounds

Consonants and Vowels

A vowel is a sound which is pronounced with an open vocal tract

A consonant is a sound which is articulated with a partial closure of the vocal tract

Consonants

https://www.youtube.com/watch?v=dfoRdKuPF9I

Consonants - TH

„TH“ can be mainly* associated with two phonemes:

/ð/ voiced dental fricative (this, that, these, those, they, then, there)

/θ/ voiceless dental fricative (thing, think, three, through)

* In rare cases „th“ can also be pronounced /t/ (Thomas, Thames, Thailand)

Consonants

Pay attention to the following words: /jɪə/ /hɪə/ /ɪə/

Consonants

Pay attention to the following words:

/jɪə/, /hɪə/ and /ɪə/“Year”, “hear/here” (homophones)

and “ear”

Consonants

observe:

/heɪt/ and /eɪt//hɛə/ and /ɛə/

Consonants

observe:

/heɪt/ and /eɪt//hɛə/ and /ɛə/

“hate” and “ate”/“eight“ (homophones)“hair” and “air”

Vowels – Monophthongs and Diphthongs

https://www.youtube.com/watch?v=u7jQ8FELbIo

Vowels – Monophthongs and Diphthongs

Monophthongs are simple vowel soundsDiphthongs or gliding sounds are a

combination of two adjacent vowel sounds

Vowels – Monophthongs and Diphthongs

MINIMAL PAIRS

A minimal pair is a pair of words that vary by only a single sound, usually meaning sounds that may

confuse English learners, like the /f/ and /v/ in fan and van, or the /e/

and /ɪ/ in desk and disk

MINIMAL PAIRS

https://www.englishclub.com/pronunciation/minimal-pairs.htm

PS: AWARENESS OF MINIMAL PAIRS IS IMPORTANT NOT ONLY TO IMPROVE

YOUR PRONOUNCIATION, BUT ALSO TO IMPROVE YOUR LISTENING SKILLS

Monophthongs – MINIMAL PAIRS

/ɪ/ HIT, SHIP, RICH

/i:/ HEAT, SHEEP, REACH

Monophthongs – MINIMAL PAIRS

Exercise: what words can you hear?

Monophthongs – MINIMAL PAIRS

a) „bin“ or „bean“?b) „his“ or „he's“?c) „did“ or „deed“?d) „fit“ or „feet“?e) „fill“ or „feel“?

f) „still“ or „steal“?g) „gin“ or „gene“?h) „lip“ or „leap“?

Monophthongs – MINIMAL PAIRS

a) „bin“ or „bean“?b) „his“ or „he's“?c) „did“ or „deed“?d) „fit“ or „feet“?e) „fill“ or „feel“?

f) „still“ or „steal“?g) „gin“ or „gene“?h) „lip“ or „leap“?

Monophthongs – MINIMAL PAIRS

/æ/JAM, SAD, BAD

/ɛ/GEM, SAID, BED

Monophthongs – MINIMAL PAIRS

/ɜː/FIRST,HEARD, HURT, BIRD

/ɑ:/FAST, HARD, HEART, BARD

Monophthongs

/ʌ / Open-mid back unrounded vowel

CUP, LUCK, BUT, MONEY, LOVE

/ɑ:/ open back unrounded vowelARM, FATHER, CAR

Monophthongs – MINIMAL PAIRS

/ʊ/FULL, LOOK, PULL, STOOD

/u:/FOOL, LUKE, POOL, STEWED

Monophthongs/Diphthongs Minimal pairs

/ /əʊLOW, CHOKE, KNOW, CLOSE

/ :/ɔLAW, CHALK, NOR, CLAUSE

Monophthongs/Diphthongs Minimal pairs

/ɒ/NOT, WANT, GOT

/əʊ/NOTE, WON'T, GOAT

Monophthongs

/Ə/AWAY, ABOUT,

TAKEN, PENCIL, FAVOUR

“schwa” OR mid-central vowel sound

Diphthongs

/aɪ/ FIVE, EYE/aʊ/ NOW, OUT

/eɪ/ SAY, EIGHT

Diphthongs

/oʊ / GO, HOME/ɔɪ/ BOY, JOIN

Diphthongs

/eə:/ WHERE, AIR/ɪə:/NEAR, HERE

/ʊə:/ PURE, TOURIST

Exercises

Exercise 1 Match the phonetic transcriptions

with the words.(in the first slide you are just going to see the phonetic transcription)

Exercises

1. / t/ʃʌ 2. /h t/ ɑː 3. /θ ŋk/ɪ 4. /w k/ ɜː 5. /le t /ɪ ə

6. /b t/ɔː 7. /pu l/ː 8. /d t/ɑʊ

9. /d k/ʒəʊ 10. /ðe /ə

Exercises

1. / t/ʃʌ a. later 2. /h t/ ɑː b. joke

3. /θ ŋk/ɪ c. heart 4. /w k/ ɜː d. there 5. /le t /ɪ ə e. doubt 6. /b t/ɔː f. work 7. /pu l/ː g. shut 8. /d t/ɑʊ h. think 9. /d k/ʒəʊ i. pool 10. /ðe /ə j. bought

Exercises

1. / t/ʃʌ g. shut 2. /h t/ ɑː c. heart

3. /θ ŋk/ɪ h. think 4. /w k/ ɜː f. work5. /le t /ɪ ə a. later

6. /b t/ɔː j. bought 7. /pu l/ː I. pool

8. /d t/ɑʊ e. doubt 9. /d k/ʒəʊ b. joke

10. /ðe /ə d. there

Exercises

Exercise 2 Write out the correct spelling of these

place names.

Exercises

1. /kænt br / ə ɪ2. /gren t / ɪ ʃ3. /lest /ə

4. /ed nbr /ɪ ə 5. /w r k/ ɒ ɪ

Exercises

1. Canterbury 2. Greenwich3. Leicester 4. Edinburgh 5. Warwick

Exercises

Identify the following slogans:

Exercises

θ ŋk d fr ntɪ ˈ ɪ ə

Exercises

Think different(Apple Macintosh)

Exercises

b k z a m w θ t ɪˈ ɒ ɪ ɜː ɪ

Exercises

Because I'm worth it(L'Oréal)

Exercises

ð m lk k l t m lts n j ə ɪ ˈʧɒ ə ɪ ɛ ɪ ɔːma θ, n t n j hændzʊ ɒ ɪ ɔː

Exercises

The milk chocolate melts in your mouth, not in your hands

(M & M's)

Exercises

st du tʤʌ ː ɪ

Exercises

Just do it (Nike)

Exercises

ðeə s m θ ŋz m ni k nt ba . ɑː ʌ ɪ ˈ ʌ ɑː ɪf r vr θ ŋ ls ðe z m st ɔː ˈɛ ɪ ɪ ɛ ə ɪ ˈ ɑː ə

k d ɑː

Exercises

There are some things money can't buy. For everything else,

there is Mastercard