The Language of

Advertising

Dorota Asztabska

Advertising and

commercial as an

academic subject

•Advertising - form of
communication for marketing
and used to encourage,
persuade, or manipulate an
audience to continue or take
some new action.

•Function of the

Advertisement: generating an

increased consumption of the

products or services of the

company

Specific characteristics of the TV

commercial:
• words
• sound
• visual message

Advertising as a

communicative event –

Theory of sign’s

reference

expression

Appeal, influence

speaker

listener

Things and facts

THE ORGANON MODEL

SEMIOTICS

Angles of the study:

- verbal elements

- non-verbal elements

Advertising slogans are short,

memorable group of words used in

advertising campaigns. The

advertising phrases are means of

drawing attention to one distinctive

feature. The purpose is to emphasize

a phrase that an entity wishes to be

remembered by.

NO TO FRUGO

NO TO FRUGO

Let’s

go away

PHONOLOGICAL LEVEL

use of rhymes, metrum and alliteration

A trochee /ˈtroʊkiː/ is a metrical

foot used in formal poetry

consisting of a stressed syllable

followed by an unstressed one.

Trochee comes from the Greek,

trokhós, wheel, that conveys the

"rolling" rhythm of this metrical

foot.

NO TO FRUGO

trochee

Bigger, better, Burger

King

alliteration

LEXICAL LEVEL

• role of the foreign languages

• use of anglicisms

SYNTACTIC LEVEL

• short sentences

• role of the mistake

Adidas - Impossible is

Nothing

Milka – trau dich zart zu

sein.

Dare to be tender

McDonald’s: I’m loving it!

McDonald’s:

• „Just because” NEW ZELAND

Comparative:
•Gut, besser, Paulaner.
•Biały, bielszy, Wizir.

SEMANTIC LEVEL
• frequently used words: senses,

activity

• Puns
• Paradox

A

paradox

is a statement

that apparently contradicts
itself and yet might be true

1. new

2. good/better/best

3. free

4. fresh

5. delicious

6. full

6. sure

8. clean

8. wonderful

10. special

11. crisp

12. fine

13. big

14. great

15. real

16. easy

16. bright

18. extra

18. safe

20. rich

1. make
2. get

3. give

4. have

5. see

6. buy

7. come

8. go

9. know

10. keep

11. look

12. need

13. love

14. use

15. feel

15. like

17. choose

18. take

19. start

19. taste

Puns

Citibank: Because the Citi

never sleeps.

COCA-COLA: OPEN

HAPPINESS

Non-verbal elements:

• emotions

• culture

EMOTIONS

Kodak - Share moments.

Share life.

CULTURE

• Creative approach

SUMMARY:

• high concentration on the language

• language awareness

• influence on the users of the language.

The commercial.

•McDonald's I'm lovin' it PL

•Every time a good time DE

•Ich liebe es (I'm lovin' it) DE

•Venez comme vous êtes (Come as You

Are) FR

•Just because NEW ZELAND

•I'm lovin' it US

•It's what I eat and what I do...I'm lovin'

it US

•What we're made of US

Appendix 1: McDonald’s
slogans

• SEMIOTICS

• TROCHEE

• ALLITERATION

• PARADOX

• PUN

Appendix 2: Word’s list