advertising and language
DESCRIPTION
A Research Paper presented at National Conference on 'Developing Communication Skills in New Millenium' organized by Swami Sahjanand College of Commerce and Management, Bhavnagar on 12th and 13th of February 2010.TRANSCRIPT
Advertising and Language: A Foray
from‘Thanda Matlab
Coca-cola’ to‘Bye, Bye Thandi’
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
+ “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
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
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
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
CONCOCTION OF WORDS
+ Incomesurance – Insurance Company+ Youngistan – Pepsi+ Go Babelicious – Scooty Pep Plus+ Dillogical – Lays+ Skinnocence – Lacto Calamine
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
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.
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
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
AMUL BUTTER ADS
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
THANK YOU.