the language used in...

The Language Used In Advertisements

What are we supposed to Remember?

Matt [email protected]

UTA Linguistics and TESOL

Matt Benton UTA Linguistics & TESOL2

Background� Driving past street sign:

� “hunger-ectomy” (noun). � A highly precise procedure involving your hunger

getting punched in the face, dragged into an alley, and robbed

� Thinking � Am I hungry? � I think I might be a little� You know, I would like a snickers…


Are You Hungry?Context: strips of colored stickers with a variety of optional

ingredients or of ingredients to cut. Announcer’s voice: 36,864… that is the number of ways to

dress a Whataburger… and we serve each one on a fresh, hot, and on a big toasted bun. So take heart Mr. three slices of cheese, no tomatoes, extra bacon, and grilled jalapenos…

Context: Finally, burger put in a to go bag with logo and placed on a tray.

Announcer’s voice: We’ve got you covered.[Text: General company logo shows up on the TV screen

and the syllables in the words on the screen flash in the logo as they are spoken]

Background Voice: What-a-burger Announcer’s voice: Just like you like it.[also written under the main logo]


Why Advertisements?� MONEY…

� Super Bowl 2006: � 30 seconds cost $2.5 Millions� Chance to reach 90 Million viewers

� Oct 2005 Ft Worth Star-Telegram:� State of Texas may gain between $10 and $18

million over next 5 years -- selling ad space on highway signs


Why Advertisements?� HEALTH

� Dec 2006: Pediatrics (118 pp 2563-2569)� Children, Adolescents, and Advertising

� March 28, 2007� Associated Press Writer Kevin Freking national media attention

for article:“Children’s Ads Show Lots Of Junk Food: Ads aimed at children

show lots of candy and fast food and few fruits and vegetables”� 13 networks monitored May through Sept 2005 � Ages 8-12 see average of 21/day = 7600/year� 34% of ads were for candy and snacks� 29% cereal � 10% each for fast food and beverages

� Cited Kaiser Family Foundation


Why Food?� Food commercials: ALL PEOPLE

HAVE TO EAT…� Food commercials are geared to all ages,

genders, races, etc. � Expect that commercials will be different

based on the shows in which they appear.� Food commercials use both written and

verbal language.


The Study� To analyze the language (both written

and spoken) used in Television Commercials.

� Eventually compile transcripts of both types of language to be able compile a corpus of advertising language.


Written Language in Ads� Product Names (Carne Asada Taquitos,

Honey Mustard Snack Wrap)� Prices (99¢, $1.99, 2 for $2)� Ingredients (Sirloin steak’n’mushroom Ciabatta)� Logos

� Internet URLs (breakfastservedallday.com)� Legal notices (valid at participating locations,

price and participation may vary. Limited time offer…)

� Text Overlay (NEW!, HALF PRICE BURGERS)


Spoken: Language in Ads

� Cooking methods (Grilled, Flame Broiled)� Ingredients (Fresh Beef, American Cheese)� Slogans (Eat Fresh, Think Outside the Bun)� Taste Descriptions (melty, crunchy, spicy)� Options (pickles, onions, mushrooms…� Judgments (the best, freshest)� Modifiers (thick, juicy, refreshing,etc.)


Primary Assumptions�Language is as important in TV

advertisements as visual images or catch music.

�We are an audio and visual culture�That the words themselves are

important


Secondary Assumptions

� Ads would be in programs that were geared toward specific audience.

� Ads during cartoons would feature toys and fun


� Ads to women would be for healthy foods� Ads to men would be for good taste � Ads to kids would have greater verbal

than written


Secondary Assumptions & Reality

� Ads would be in programs that were geared toward specific audience.

� Ads for kids toys and candy as well as for Cadillac, Car Insurance and Lasik appeared during Saturday morning Cartoons


� Generally true, but there were more for toys and candy than expected

� Also, one ad during Primetime for Sponge Bob Toys at BK


� Ads during cartoons would feature toys and fun� Generally true,

� Rice Krispies > Disney toy� McDonald’s Happy Meals > Catscratch & Ninja Turtle toys� A lot of ads for Chuck E Cheese’s

� Ads to women would be for healthy foods� Less ads for food in general, a few for

McDonald’s South West Fajita Salad� Ads to men would be for good taste

� More for triple stacked burgers but also a lot for Subway.

� Ads to kids would have greater verbal than written� Generally this seem true but need more data

(More) Secondary Assumptions & Reality


Examples McDonald’s


Examples TacoBell

logo

WEB


<logo bag>Taco Bell

<logo cup X4>Pepsi

<text>new Steak Grilled Taquitos<legal> at participating locations

<text>AUTHENTIC CARNE ASADA STEAK<text>LESSCARNE ASADA PRICE

<logo>TACO BELL<text slogan>THINK OUTSIDE THE BUN.COM<text>OPEN ‘TILL 1AM OR LATER <text>Hours may vary by location

<lion1>do you smell that?<lion 2>mmm, yeah, campers<lion1>no, no the steak grilled taquitos. caRRRne Asada you can take anywhere<lion2>CAAArne asada<lion1>yeah, I know it’s fun to say. It’s like CARRR, CARRR…<lion2>cAAArne asada<lion1>no, say it sexy, like this caRRRRne aSAda<lion2> cAAArne asada<lion1>no, no sexy, like Ricardo Montalban, you know, like caRRRRRne aSAda<lion2> cAAArne asada… Ricardo Montalban?

<narrator> Taco Bell’s new steak grilled taquitos. <cooking>Marinated Carne asada <ingredient>steak grilled to go <option>with your choice of dip.

to get carne asada steak for less carne asada price <slogan> think outside the bun

Taco Bell

Carne AsadaSteak Taquitos

The Tagged Data


breakfastservedallday

Examples Jack in the Box

Cost / Value


Examples Subway

I’d like a bacon double

cheeseburger

large fry…an apple pie

and a milkshake to go


Examples Sonic

WEB

www.DontTrustCupid.com


Burger King

stackersunion.com

Participationmay vary

<stacker1> Get this thing out a’ here. This is the stackers union kid… we stack meat and cheese, MEAT AND CHEESE

<narrator M>BK stackers, meat and cheese stacked up high, tough guy

Logo Slogan

Transcription ofspoken language


Hershey’s

WEB“enjoy in moderation”

<song start>”Oh Happy day”

<Narrator M>Chocolate lovers rejoice,Hershey’s Special Dark is a natural source of antioxidants. Not to mention deliciousness

<song end>


Future Direction� Continue Transcribing and Tagging current

set of data � (currently still have ~18 8-hour tapes)

� Collect Older Commercials (probably from internet sources) � Diachronic: change over time

� Extend data set to:� Restaurants� Eventually to cell phones and vehicles� Other “genres” of commercials� Possibly also infomercials

The Language Used In Advertisements

What are we supposed to Remember?

Matt [email protected]

UTA Linguistics and TESOL

the language used in...

Documents