GEED 162Power of Language and Persuasion : GEED 162Power of Language and Persuasion The Language of Advertising Advertising is: : Advertising is: The business of trying to persuade people to buy a product or services.
www.design2go.net/glossary.html Slide 3: "Advertising is the art of convincing people to spend money they don't have for something they don't need."
Will Rogers Slide 4: "Advertising isn't a science. It's persuasion. And persuasion is an art."
Bill Bernbach Slide 5: "Living in an age of advertisement, we are perpetually disillusioned. The perfect life is spread before us every day, but it changes and withers at a touch."
J. B. Priestley Slide 6: "If advertisers spent the same amount of money on improving their products as they do on advertising then they wouldn't have to advertise them."
Will Rogers Slide 7: So How Do They Do It? Weasel Claims : Weasel Claims http://coleworld.org/images/weasel_2.jpg Weasel Claims : Weasel Claims A weasel word is one that negates a positive claim, but ideally without you noticing it. Can you spot the weasel words in the following sentences?
BEAUTYBREATH helps prevent bad breath.
WONDERBREATH fights bad breath.
CLEANAMATIC leaves dishes almost spotless.
MAXTV is only half the price of many tv sets.
The new EPOD holds up to 20,000 songs. Unfinished Claims : Unfinished Claims The unfinished claim is one in which the ad claims the product is better, or has more of something, but does not finish the comparison.
“ARKON gives you more."
"You can be sure if it's ELGO.“
“PILKO --150% better, 150% cleaner. “ "WE'RE DIFFERENT AND UNIQUE" CLAIMS : "WE'RE DIFFERENT AND UNIQUE" CLAIMS This kind of claim states that there is nothing else like the product being advertised:
BEAUT: There's no other lipstick like it.
Only AMPO has this unique sound system.
ERGO: In a class of its own "WATER IS WET" CLAIMS : "WATER IS WET" CLAIMS "Water is wet" claims say something that is actually true for any example of a category.
Schrank's water is really wet.
PILSO, the natural beer - made from grains and water.
BEAUSKIN – a perfume that smells differently on everyone. “SO WHAT” CLAIMS : “SO WHAT” CLAIMS This is the kind of claim to which the careful reader will react by saying "So What?" A claim is made which may be true but which might or might not give an advantage:
"Geritol has more than twice the iron of ordinary supplements.“
"Campbell's gives you tasty pieces of chicken and not one but two chicken stocks.“
The latest DELL computer – a choice of four different colours! VAGUE CLAIMS : VAGUE CLAIMS The vague claim is simply not clear. The key to the vague claim is the use of words that are colorful but meaningless:
"For skin like peaches and cream."
"Winston tastes good like a cigarette should." Testimonials : Testimonials A celebrity or ‘authority’ appears in an ad.
Sometimes the people will actually claim to use the product, but very often they don't. SCIENTIFIC OR STATISTICAL CLAIMS : SCIENTIFIC OR STATISTICAL CLAIMS This kind of ad uses some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient:
"Easy-Off has 33% more cleaning power than another popular brand." (The claim does not say Easy-Off works 33% better.)
"Special Morning--33% more nutrition." (Also an unfinished claim.)
"Sinarest. Created by a research scientist who actually gets sinus headaches.“ (also a testimonial) "COMPLIMENT THE CONSUMER" CLAIMS : "COMPLIMENT THE CONSUMER" CLAIMS Samples of the "Compliment the Consumer" Claim:
"We think a cigar smoker is someone special.“
"If what you do is right for you, no matter what others do, then RC Cola is right for you."
"You pride yourself on your good home cooking...." RHETORICAL QUESTIONS : RHETORICAL QUESTIONS A question is asked and the viewer or listener is supposed to answer in such a way as to agree:
"Plymouth--isn't that the kind of car America wants?"
"Shouldn't your family be drinking Hawaiian Punch?" Hyperbole : Hyperbole Exaggeration, often by use of adjectives and adverbs.
Frequent use of evaluative adjectives and adverbs, e.g: new, clean, white, real, fresh, right, natural, big, great, slim, soft, wholesome, improved .... Neologisms : Neologisms Beanz Meanz Heinz,
Wonderfuel Sentence Structure : Sentence Structure Short sentences for impact on the reader. This impact is especially clear at the beginning of a text, often using bold or large type for the "Headline" to capture the attention of the reader.
Use of Imperatives: "Buy Brown's Boots Now!“
Present tense is used most commonly,
Avoidance of negatives (advertising normally emphasises the positive side of a product)
Syntactic parallelism, e.g. ‘stay dry, stay happy’ More Language Tricks : More Language Tricks Simple and Colloquial language: "It ain't half good" to appeal to ordinary people, though it is in fact often complex and deliberately ambiguous.
Familiar language: use of second person pronouns to address an audience and suggest a friendly attitude.
Repetition of the brand name and the slogan, both of which are usually memorable by virtue of alliteration, finger of fudge, the best four by four by far;
rhyme, mean machine, the cleanest clean it's ever been;
rhythm, drinka pinta milka day
Association: fresh as a mountain stream Glamorisation : Glamorisation "Old" houses become charming, characterful, olde worlde or unique.
"Small" houses become compact, bijou, snug or manageable.
Houses on a busy road become convenient for transport.
A café with a pavement table becomes a trattoria, More? : More? See: