1. APPEALS AND TYPE OF ADVERTISING

2. Appeals and Type of Advertising (Leech, English in Advertising, chapter 6)
The particular appeal (and therefore the particular type of advertisement) to use depends on the following :
products
media
audiences
aims

3. PRODUCTS Leech, English in Advertising, chapter 6
To advertise a product means to make a choice in terms of:
vocabulary
syntax

4. Products (2): Vocabulary Leech, English in Advertising, chapter 6
Adjectives are much more used than substantives.
Why?
Substantive are usually very concrete
Adjectives can be highly informative
Adjectives can be evaluative => associate the product to feelings => product added-value
There are homogeneous set of adjectives for each class of products

5. Products (3): vocabulary – adj
Products (3): vocabulary – adj. Leech, English in Advertising, chapter 6
Example of the most common used adj.s in woman’s clothing:
New – Good – Soft – Warm – Free – Full – Lovely – Wonderful – Easy – Light – High – Perfect – Smooth – Luxurious – Slim – Smart – Fashionable – Practical – Washable

6. Products (4): Syntax Leech, English in Advertising, chapter 6
High frequency of minor sentences
(“when still warm, it is good”)
They are used
to emphasise illustrations and headlines
to capture the imaginative appeal of the product.
They describe in an impressionistic way the qualities of the product.
The text is thus emotionally descriptive

7. Media Leech, English in Advertising, chapter 6
We have different types of media:
TV commercials
Radio commercials
Printed advertising
(E)Mail

8. Layout of print advertising
Headline/Hook
Subhead
Caption Body-text
Copy copy copy
Signature
Slogan/slogo
Visual

9. Audiences Leech, English in Advertising, chapter 6
We have different types of language according to
AGE
SEX
SOCIAL STATUS
GEOGRAPHICAL AREA.

10. Audiences

11. Aims Leech, English in Advertising, chapter 6
Advertising may promote
a product
a service (bank, insurance)
a commercial enterprise – the so-called ‘prestige’ advertising

12. Aims (2)

13. PRESTIGE ADVERTISING
Environment Introduction Toyota cares of its environment
Toyota in Europe has a clear vision for the future, a growing market share, rapidly expanding manufacturing operations, an exciting range of vehicles - with state-of-the-art engines - and a proven track record of customer satisfaction. However, our success in Europe does not affect the attention we pay to the impact that our activities - and vehicles - have on the environment and we are strongly committed to reduce constantly these impacts over the time. (

14. Prestige Ad (2) clear vision for the future growing market share
expanding manufacturing operations
a proven track record of customer
our success in Europe
The words (taken from the Toyota advertisement) are not only eulogistic in themselves but have strong positive connotations

15. Aims
The way we structure information also depends on the aim of our discourse.
Information => meaning is structured as a genre
A genre is a communicative event defined by the participants, the topic and the type of register used.

16. AIMS OF DISCOURSE There exist four main aims of discourse:
Expressive Literary
Conversation Novel
Letters Short story
Diaries Drama
Blog texts Poetry
Referential Persuasive
Exploratory Advertising
Scientific Political speech
Informative Religious sermons

17. PERSUASIVE DISCOURSE
Persuasive discourse can be reached with the following:
        the ethical argument (testimonials)
        the pathetic argument (emotions)
        the logical argument (deductions)