Download - Advertising and Language
![Page 1: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/1.jpg)
Advertising and Language: A Foray
from‘Thanda Matlab
Coca-cola’ to‘Bye, Bye Thandi’
![Page 2: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/2.jpg)
Jay MehtaTeaching Assistant
Department of EnglishBhavnagar University
Paper Presented at National Conference on Developing
Communcation Skills in New Millennium (DEVCOM)
Dated: Feb. 12-
13, 2011
Organized by: Swami Sahjanand College of Commerce and
Management
![Page 3: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/3.jpg)
+ “Doing business without advertising is like winking at a girl in the dark; you know what you are doing, but nobody else does.”
- Stewart H Britt
![Page 4: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/4.jpg)
Communication –A Process of Commonality
One of the most Indispensable Requirements A bond between the humans to convey a particular
set of feeling, idea or information Communication is a process which increases
commonality – but also requires elements of commonality for it to occur at all.
- Denis Mcquail ‘Sadharanikaran’ – Sanskrit term in Bharata’s
Natya Shastra comes closest to this sense
![Page 5: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/5.jpg)
ADVERTISEMENT – A PUBLIC DECLARATION
+ Aimed at informing and convincing the mass to buy goods or services
+ Language has a powerful influence over people and their behavior
+ The choice of language – intention of influencing people is paramount
+ Visual content and design in advertising – immense impact on the consumer
+ Language helps people to identify a product and remember it
![Page 6: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/6.jpg)
USE OF LANGUAGE IN ADVERTISING
+ Not necessarily a Correct or Authentic one+ Creative: Innovative Use of Words, Concoction
of Phrases, Coinage of Terms + ‘Creativity’ : Operative Word in the Arena of
Advertising+ Jingles, Visuals, Punch lines or Dialogues: Ad
world has it all
![Page 7: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/7.jpg)
CONCOCTION OF WORDS
+ Incomesurance – Insurance Company+ Youngistan – Pepsi+ Go Babelicious – Scooty Pep Plus+ Dillogical – Lays+ Skinnocence – Lacto Calamine
![Page 8: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/8.jpg)
TRAITS OF ADVERTISING LANGUAGE
+ Use of Second Person Pronouns: Suggests a Friendly Attitude
+ Simple and Colloquial Language+ Jingles and Signature Tunes+ Compound Words as Figures of Speech
Economy-size Chocolate-flavored Feather-light Razor –sharp Crystal-clear
![Page 9: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/9.jpg)
APT VOCABULARY IN GUJARAT TOURISM ADS
Khushboo Gujarat ki starring Amitabh Bachhan
+ Kutchh: Stark and Austere Beauty, Breathe in the Zest for Life
+ Somnath Temple: Sense of Identity, Fregrance of Faith
+ Gir Forest: (Lions’) Magnificent Presence, Symbolizes Pride
+ Breathe in a bit of Gujarat.
![Page 10: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/10.jpg)
PUNCHLINES
+ Thanda matlab Coca-cola+ Yeh Hai Youngistan ka Wow! – Pepsi + Iss ko Laga Dala to Life Jingalala –Tata Sky+ Utterly Buttery Delicious – Amul+ What an Idea, Sirji! – Idea+ Hum Chlor Mint Kyun Khate Hain?+ Taste the Thuder – Thums Up+ Zindagi ke Saath bhi, Zindagi ke Baad bhi – LIC
![Page 11: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/11.jpg)
SOME POPULAR JINGLES
+ Close Up – Kya Aap Naya Close Up Karte Hain?+ Nerolac – Jab Ghar ki Raunak Badhani Ho+ Pan Parag – Pan Parag, Pan Masala+ Nirma – Washing Powder, Nirma+ Lifeboy –Tandurasti ki Raksha Karta Hai+ Amul –Zara si Hansi, Dulaar Zara sa+ Vicco Turmeric – Nahi Cosmetic, Vicco
Turmeric Ayurvedic Cream
![Page 12: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/12.jpg)
AMUL BUTTER ADS
![Page 13: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/13.jpg)
![Page 14: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/14.jpg)
![Page 15: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/15.jpg)
![Page 16: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/16.jpg)
Mercedes Benz E Klasse Ad:A Beautiful Lady: “I’d like to order a burger, a French rice and a milk shake”Officer: (scornfully) “This is a library.”The Lady: (whispers) “I’d like to order a burger, a French rice and a milk shake” (smiles)The officer is startled.Punchline: Beauty is nothing without Brains
Camlin Permanent Markers AdPunchline: Really Permanent
Witty Use of Language in TV Commercials
![Page 17: Advertising and Language](https://reader036.vdocument.in/reader036/viewer/2022062702/5549c391b4c905fc7f8b53fc/html5/thumbnails/17.jpg)
THANK YOU.