An Analysis of Advertising Language

Disappointing example for one of the lexical features

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disappointing example for one of the lexical features mentioned in the previous chapter----use of emotive or evaluative adjective or adjectival phrases. Samples of the Vague Claim: (1) Lips have never looked so luscious . (It will be exhausting to try to either prove or disprove such a claim for there is not a universally accepted standard.) (2) Lipsavers are fun--they taste good , smell good and feel good . (3) Its deep rich lather makes hair feel good again. (4) For skin like peaches and cream . (5) You’ll feel good about it. (6) Take a bite and you’ll think you’re eating on the Champs Elyseess . (7) Winston tastes good like a cigarette should. (8) The perfect little portable for all around viewing with all the features of higher priced sets . 3.7 The Endorsement or Testimonial A celebrity or authority appears in an ad to lend his or her stellar qualities to the product. Sometimes the people will actually claim to use the product, but very often they don’t. There are agencies surviving on providing products with testimonials. Samples of Endorsements or Testimonials, (1) Joan Fontaine throws a shot-in-the-dark party and her friends learn a thing or two.
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(2) Darling, have you discovered Masterpiece? The most exciting men I know are smoking it. (Presented by Eva Gabor , a famous star) (3) Vega is the best handling car in the U.S. When this claim was challenged, GM answered that the claim is only a direct quote from Road and Track magazine. Chapter IV Lexical Features of Advertising Language 4.1 Use of First and Second Personal Pronouns
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Pronouns of the first and second person: “we”, “I” and “you” outnumber the other pronouns in advertisements. It is because that “you”, “we” and “I” help create a friend-like intimate atmosphere to move and persuade the audience. Advertisements with lots of pronouns of the first and second person are called gossip advertisements. Here, gossip has not the least derogative meaning. It originates from old English god sib, meaning friendly chats between women. Advertisements that go like talking with friends closely link the advertisement and the audience. The audience will easily accept a product, a service or an idea as if a good friend recommended them. The use of second person addressee “you” tends to shorten the distance between the product or the producer and consumers, as if the producer or the ad is speaking to you face to face, making sincere promises, honest recommendations. In so doing, the ad slogans stand a better chance to move the receiver or customers to action, because the receiver feels that he is being thought of and taken care of and he is the center point of the producers. For example: (1) Ford: The choice is yours . The honor is ours . This headline is from the Ford motor, where the manufacturer put itself in a very humble position therefore it makes the readers feel they are respectable and higher in status.
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