Presentation on theme: "The Language of Advertising Syntactic Analysis – Lesson 3d Lingua Inglese, Module B A.A. 2009/10."— Presentation transcript:
The Language of Advertising Syntactic Analysis – Lesson 3d Lingua Inglese, Module B A.A. 2009/10
Ellipsis (1) Besides using the regularity of parallelism, an advertiser can throw in an unexpected irregularity: inexplicitness It entails syntactic reduction, a form of inexplicitness consisting in the unspoken, the unexpressed, but understood. It entails the omission or deletion of some items of the surface text, which are recoverable in terms of relation with the text itself. cohesive device efficiencycompactness It is a major cohesive device, contributing to the efficiency and compactness of a text (Beaugrande- Dressler, 1981; Halliday-Hasan, 1976). ELLIPSIS
We can find ellipsis both in written and spoken language, but especially in face-to-face conversation, we often do not bother to encode information that can be understood from the linguistic or situational context. orality It is mainly a feature of orality, used to avoid repetition and redundancy. The use of ellipsis in advertising: ambiguity – Create ambiguity in order to attract the readers attention Interpretation: visual or verbal text, referents outside the text (exophoric) informal – Reproduce speech, informal register, in order to create a confidential relationship with the reader. Ellipsis (2)
Types of Ellipsis (1) Starts perfect… Stays perfect... (Maxfactor) Ellipsis of the Subject Ellipsis of the Subject Subject It entails the omission of the pronoun or noun functioning as Subject within the Nominal group. Mates coming around? (Heineken) Feeling fruity? (Del Monte) Verbal Ellipsis: Operator Ellipsis Verbal Ellipsis: Operator Ellipsis operator It involves the omission of the operator, so that the lexical verb is always explicit. Subject Generally, the Subject is also omitted from the clause ItIt Are your Are you
Types of Ellipsis (2) Verbal Ellipsis: Lexical Ellipsis Verbal Ellipsis: Lexical Ellipsis It involves the omission of the lexical verb, so that the verbal group consists only of the operator – expressing modality (can, will, would, may, might) or tense (be, have, do). I keep my hands clean! Why cant he? (Lava soap) cant he keep I keep my hands clean! Why cant he (keep his hands clean)?
Summertimes here (Häagen-Dazs) The key to your dream car is in your home (Halifax Insurance) This is what a Honda feels like (Honda)
Deixis contextual information A word or phrase whose meaning requires contextual information (e.g. in ads, the image on the page). orality A feature of orality, common in face-to-face conversation ( shared situational context). deictics Types of deictics: – personal pronouns (I, you, we) or Adjs (your) – Advs of time (now, then) and place (here, there) – Demonstrative Adj/Pronouns (this, that) exophoric Use of the pronoun you in ads is ambiguous as it is doubly exophoric. It refers to: The situation – i.e. the character in the picture Discourse participants – i.e. the receivers of the advert.
Paralanguage oral It is distinctive of oral communication and is used to express attitude and emotion. = voice tone, facial expression, gesture, body posture, physical proximity. In advertising, it is realised via speech, images, graphology and layout. Communicative importance Communicative importance of the way writing is displayed (Cook 1992).
Reproducing speech will you Do us a favour, will you? Write to your MP about that Climate Change Bill. (Christian Aid)
Exercise Up to 15-hour wear. Light as air. New. Double Wear Light. Long-wear makeup is now lightweight makeup. Fresh, natural, comfortable. Goes on sheer, leaves skin free to breathe all day. Controls oil, resists smudging and wont "melt" off through heat and humidity. For a look that stays vibrant and fresh whether its a workday, a workout or a weekend. Its makeup that keeps up. Oil-free. Photo-friendly. Fragrance-free. Non-acnegenic. Dermatologist- tested. punctuationfragmentation Extensive use of punctuation, especially full-stops > fragmentation Minor clauses Minor clauses > Fresh, natural, comfortable. Adjectives Extensive use of Adjectives (Compound Adj) > Oil-free. Photo-friendly. Fragrance-free. Non-acnegenic. Dermatologist-tested. Ellipsis Ellipsis > Goes on sheer, leaves skin free, controls oil, resists smudging and wont "melt" off...
To sum up... ads syntactic Linguistic features of ads (mainly on the syntactic level): – Imperatives – Exclamations and interrogatives – Disjunctive grammar, fragmentation, NPs – Extensive use of adjectives – Parallelism – Ellipsis – Deixis – Paralanguage
To sum up... ads syntactic Linguistic features of ads (mainly on the syntactic level): – Imperatives – Exclamationsinterrogatives – Exclamations and interrogatives fragmentation – Disjunctive grammar, fragmentation, NPs – Extensive use of adjectives – Parallelism – Ellipsis – Deixis – Paralanguage orality Typical features of orality