Syntactic Level Advertisements

A popular technique in the advertising world is “doublespeak.” Lutz explains that “advertisers try to wrap their claims in language that sounds concrete, specific, and objective when in fact the language of advertising is anything but” (133). This type of language essentially states the obvious while sounding seemingly unique which is exploitative to the consumers. The use of rhetorical questions and sweet words that get the audience ready for the sales pitch are a part of “doublespeak.” In this strategy, the advertisers do not go into depth about the products and continue to make general claims that make consumers think that the product is special. Unfinished words, also a part of “doublespeak”, leaves it up to the audience to assume and finish

In Ogilvy on Advertising, David Ogilvy targets consumers as his general audience, and his purpose is to teach his audience how to create appropriate and efficient advertisement through visual and literary techniques. Ogilvy used logos to list out the steps of creating an advertisement. For instance, Ogilvy wrote, “First, study the product you are going to advertise... Your next chore is to find out what kind of advertisement your competitors have been doing for similar products” (Ogilvy, 11-12). He evokes logic to explain to the audience that to create an effective advertisement that they must become familiar with their product as well as their competitor’s product and advertisement, which give them an advantage in creating a more effective ad.

This is an advertisement of a renowned Swiss chocolate company, Lindt. What is being advertised is the company's well-known product, Lindor. It is a chocolate truffle with a hard chocolate shell and a smooth chocolate filling. The ad is composed of several objects: In the foreground of the image, a chocolate truffle with chocolate filling pouring into it is placed on a marble table; in the background, a chocolate maker with only his half face shown is gazing at the truffle. A sentence "CREATING THE PERFECT GIFT IS A gift IN INSELF." and a box of Lindor can be seen at the bottom of the advertisement.

Commercials and ads showcase many products. They have one goal: to sell. This means that companies will do whatever they (legally) can to get customers. A The Onion article critiques how products are marketed to consumers falsely, with lies and deceit. To further explain, the author does this through the exaggeration of quotes from said “consumers,” as well as using providing sarcasm through the fake product “Magnasoles.”

In my investigation I am going to analyse the language used in children’s television advertising looking specifically at whether the language used is aimed primarily at the children or their parents.

Throughout this paper, we have viewed a few different persuasive techniques. We even discussed an alternate claim, rhetorical question. Although rhetorical question may work well in some ads, alliteration and repetition are still much better. As I remind you that alliteration tied for second in a survey on which hook is easiest to understand, and repetition tied for first in a survey on which ad is the most effective overall, it is clear that repetition and alliteration are the two best persuasive techniques that advertisers could possibly

Today’s quick-moving world of technology has media texts such as advertisements to make sure that people understand with just a glance. Having adverts on magazines, social media and billboards allow them to use tools such as semiology, genre and narrative because it makes their messages clear instantly. These signs allow us to carry meaning through advertisements, connotations and the signification process. These tools let brands, mainly celebrities, and the option to produce and create a myth of the product such as “Be daring. Be an inspiration” to sell it to the world. We are in a time where advertisers use ‘simplicity’ in their adverts; there are no more paragraphs. It is mainly down to the person and the few words shown in that advert.

Even so, many critics would argue that this appeal is necessary because it creates competition among businesses. This is imperative for an economy to thrive. But with that being, said most people can agree that companies should have a return policy to return faulty goods and impulsive buys. This will insure that a consumer is pleased if the product works or does not work. Conversely, Margarita Tartakovsky, M.S. asked the question, “How often have you seen a teeth-whitening ad that shows the person with bright, white teeth as more attractive — sexier even?” Tartakovsky goes on to say most commercials sell their products not for advertising what the product will do but how it will make the purchaser feel (Tartakovsky). Numerous advertisements want people to believe once they purchase the product advertised they will become someone better, prettier, richer. These ads may use a plentifully amount fallacies to attract viewers. Take for instance the commercial Revlon PhotoReady Foundation with Halle Berry. This propaganda claims the foundation will make users flawless; however, it implies that viewers will look like Halle Berry once the product is applied. This commercial uses the fallacy false dilemma: a dilemma when only a few options are considered although there are more options. In other words the commercial is saying both purchase the foundation and look like

The typical person looks at 3,000 ads every day or more, as professors teaching our students to understand marketing principles, and how to communicate more effectively. With an audience, we have to face the reality of the advertising world today and understand that the examples we face today are fairly commonplace. Buying the product of interest will bring us happiness, popularity, status, prestige or any number of other outcomes that are certainly better than where we find ourselves. “The FTC Improvement Act of 1975 expanded the Federal Trade Commission regulatory powers over unfair or deceptive acts or practices this ensured that companies would make truthful claims about their products ,these claims are often measurable and objective” (Thorne,

However believe it or not that’s not always true. Most big name companies try to portray the positives of the product in the advertisement, and in marketing perspective that’s the whole major point. But the public deserves to know the negative part of the product also. For example Gatorade, a hydration drinks which is meant for activities and sports. But declared by science, any hydration drinks are not meant to be taken alone, should be taken with water mainly. Why isn’t the public notified about this information? It’s only because Corporations want investment. They are all looking for profits no matter what the advertisement says. Stated by Naomi Klein in her No Logo, “…with the Kraft purchase, a huge dollar value had been assigned to something that had previously been abstract and unquantifiable — a brand name. This was spectacular news for the ad world, which was now able to make the claim that advertising spending was more than just a sales strategy: it was an investment in cold hard equity. The more you spend, the more your company is worth”. (8) And this idea has grown so much during our generation that we don’t stop and think how much it really is taking over our lives.

In the Hunter/Gatherer section of Omnivore’s Dilemma, Pollan talks about what it takes to accomplish the task of developing a meal on his own; consequently, the people of today’s society are so used to the abundance of food that they have no idea what all is involved in establishing a full meal. Americans take this great abundance of food for granted, which causes an increased craving for more. This is where the world of advertisement has been the strongest. One of the easiest ways to reach people is through their food; therefore, major food industries try to lure people in at all costs just to buy their products. The Fast food industry is the

therefore determine their representation in advertising. Lopez shows the intertwine between the understanding of cultural citizenship as it is directly connected to consumer citizenship. Although advertising agencies are focused on creating revenue, they have strong political contributions. Having the power to create raw content that Asian Americans can relate to without inclusion of stereotypes and degrading images. Moving from advertising to popular internet streams, Lopez relates the creating and sharing of YouTube videos to the Asian American cinema movement in which artists brought into view the narratives and histories that had been put off, doing so through their media representations. She also critiques their work noting it is not “activism”

In the advertisement, “Olay Professional Pro-X Clear”, “weasel words” are used to sell a false sense of guarantee with mischievous word play.

We have decided to deconstruct the advertisement as follows: 1.what tools of persusion have been useds? Need to consider language of advertisement? (modality words, mood/tone) (voice used active)

“Advertising is far from impotent or harmless; it is not a mere mirror image. Its power is real, and on the brink of a great increase. Not the power to brainwash overnight, but the power to create subtle and