by Jennifer Greenald
Adjectives - esp comparative & superlative.
Adjectival Compounds
Oreck - top-fill action
air-glide system
multi-stretch hose
best-selling books
boredom-free zone
freshly-prepared food
beautifully-presented food
in-store bakery
hard-nosed, do-it-yesterday, want-it-all, got-to-have-it clients!
NB Don't confuse portmanteau nouns e.g. Pet-hair & after-dust in Oreck ad.
NB that relatives, articles, etc are omitted by using adjectival compounds - language is more concise & compressed.
Parallelism.
e.g.
or
No Trace No Tell
or
New Labour, New Danger( /Mortgage Rise / Tax etc.)
Rhyme.
Has been used since early ads - Sunlight Soap 1891 - Sunlight gets the washing done, Leaving time for sport and fun.
Mars, Beanz Meanz Heinz etc - memorable.
It needn't be hell with Nicotinell.
Imperative Mode
Commands/instructions ...Buy this!, Have some today! etc
NB Usually rude in everyday English. Can be didactic.
Suspension
Part of message is held back - e.g. on next page, at end of ad break on TV.
Deliberate misspellings
fizzically fit (Haliborange)
NB Misspelt brand names too Ryvita, Rice Krispies. Familiar sound, distinctive look. Lite, Kleen etc
NB Often use less common letters - high scoring in Scrabble! ie z, x , j, etc.
Sentence Structure
Short sentences, sentences without verbs etc. Informal & colloquial language.
Key words or trigger words
Often vague- golden, richer , etc.
Sometimes coined for the occasion - tomatoful, teenfresh...
Personification of products - product is more than an ordinary product.
Resounding non-statement
- 'Triumph has a bra for the way you are' - sacrifices meaning for sound etc.
Connotations
In brand names especially - Sunlight soap, etc.
Emotive language
Figurative language, metaphors etc
Repetition
Puns/Plays on words
Self reference - ads criticising/playing on ads.
Alliteration
Assonance
Euphemism
Also -
Domestic playlet
Snapshot of 'everyday' life with a family, couple etc using the product - viewer is the eavesdropper on these people.
Dialogue Interview
Often testimonials from 'ordinary people' being interviewed or talking to friend etc.
Monologue Testimonial A single person talking/writing of their approval of the product. Often someone with supposed authority or a celebrity.
Interior monologue technique - Viewer is encouraged to identify with speaker. Impressionistic, thought-style.
Borrowing of other styles of discourse -
e.g
problem page (Dear Rhoda... for odour prevention product)
scientific sounding language
ads that look like features in mags.
presenting information as general knowledge at first.
Car ad looks like cinema ad.
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