They explain that as the advertiser seeks to "deviate" from normal forms of expression, the intended consequence is to capture the attention of a consumer that does not have to read or view an ad. For example, "Say hello to your child's new bodyguard," was at one time a Band-
Aid advertisement. While McQuarrie and Mick admit that the same message could be articulated by, "Band-Aid's are strong," or "Your child is important," the language can be seen as more effective as it is a deviation which says to the consumer, "Look, I chose to violate a convention here- take note." (p. 426)
Advertising language is definitely in a whole other ballpark. It is far more creative form, as illustrated by the Band-Aid example, and the intent is usually to shock or surprise. This requires different language - language that deviates. Often, what is said has little or nothing to do with what is actually being advertised. The language that is used violates convention by taking the viewer/consumer down a wild tangent of often irrelevant entertainment and then throwing a catch-phrase at him/her. This is especially seen during the Superbowl, and it is quite evident that rhetoric takes a completely different form when persuasion is the intent.
ReplyDeleteI have noticed this a lot in analyzing business advertisements in my marketing and management classes. Each advertisement is concerned in creating a message that embeds itself in the audiences mind. They achieve this result by using puns, catchy sayings(even if they are not grammatically correct), and improper use of verbs and pronouns.
ReplyDeleteThese common mistakes are masked by the hilarity of the commercial- that is usually expressed through diologue. Over-all i do not mind when big corporations mess up in grammar, because we all are guilty ourselves.
Daniel Albarran
Advertising is by far idealistic. There are so many quoted advertisements from commercials that stick in a person's head. This is the company's purpose. The company wants you to watch their commercial, remember their slogan, and when you go to the grocery store to buy their product. The advertisement rearranges words and sentences meanings to make the advertisement seem more interesting. The Band-Aid commercial is a perfect example. "Say hello to your child's bodyguard." This is a complex way of saying that a band-aid will cover your child's wound.
ReplyDeleteThe statement in an advertisement is sometimes more important than a picture or object. If a company uses incorrect grammar in an aid, it is most of the time unnoticed or people forgive the mistake because it's not about grammar; it's about them advertising the product.
ReplyDeleteI like this article a lot. Since advertising is my major it was interesting to read an article on the language used in advertising. I agree with this article that advertising language is much different that standard english. I also agree that advertising language is very creative and it often uses images to convey the message to the audience. I also think it is important to know and understand the language of advertising because we are exposed to it so often in so many ways.
ReplyDeleteI feel that when it comes to advertisement it is a completely different thing. I don't think that ads always follow the same rules as we would use in English Grammar. I think that's one of the reasons why we always find mistakes in ads.
ReplyDeleteAdvertisement language is much different than other language. If a person is trying to persuade others, then he or she is going to try to create a slogan that will grab the consumer's attention. The example in this article is a band-aid advertisement. "Band-aides are strong" is not interesting and will not grab the consumer's attention. However, "Say hello to your child's new body guard" is much more interesting and will be more persuasive.
ReplyDeleteAdvertisement language is totally different from formal writing. In Advertisement you speak as simple as possible so that anyone can read your ad. It is also much more creative because it is more personal. Advertisements are geared towards a much border audiences and is trying to get each reader to feel as if the ad is speaking specifically to them. Formal writing is just the opposite you feel as if someone is judging you. Your audience in formal writing is generally someone who you are trying to impress.
ReplyDeleteBeing an Advertising major i get to see first hand how different their language is. The language they use within this field can be refereed to as jargon. They use terms and definitions many people may not be used to hearing on a regular bases. In addition to their jargon, advertising executives don't really put much of an emphasis using grammar correctly. Especially when it comes to advertisements via television, newspaper,magazine, or billboard. I noticed alot of times they purposely say or write the word incorrectly to add more a creative or urban feel to it. The fact that this field of work is so creative, it in a way allows them to bend the rules when it comes to grammar. I look at advertising as more informal than other fields, allowing them flexibility.
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