LANGUAGE IN THE ADVERTISEMENT

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INSTRUCTOR: TERRI LI-CHI YUEH

Love KA 401

1.Direct and literal communication

.Basically ,this advertisement is of direct and literal communication in pragmatics meaning. As

we can see that when first two girls were making a phone call to order food, they have to talk very fast in order to save the time of their dialing .And then the other girl gets into the conversation and tells them the goods point of another cellphone company. They both recognize what she is saying and the meaning she is trying to convey .So they take action right away at last.

2.meaning

In their conversation ,there’s a saying “ 讓你打到飽” .It doesn’t really mean that you can get your stomach full when you are calling or making an order through phonecall .It’s actually having nothing to do with getting full .Here “ 打到飽” means you can make phonecalls as much as you want without paying expensively

3.Implicating

In the last part of the advertisement after those two girls hearing the good points of another cellphone ,they said “ 那你怎麼不早說” and then took action and ran right way.They are going to apply for that cellphone she mentioned actually though they didn’t say anything hearafter .So the words they said implicate their taking action later on.

closing At last after we see those two girls ran away for

applying new cellphone ,there shows up the title “ 我的大哥大 “ ,” 台灣大哥大 “ . 台灣大哥大

is the product this advertisement is trying to advertise ,so the idea become clear at last .They replace the words “ 我的” from “ 台灣” which made people buy their product ,also kinda enforce audience to accept this idea that they are supposed to have it .This is a strategy advertisement field uses .

can’t wear the skirt

In this commercial, a woman can’t wear the skirt, so she use butter to rub her body than she can wear the skirt.

Exaggeration

UP2U

Literal meaning: UP2U=the name of product. Its pronounce is

as same as up to you. It means it is up to you. Real intention: UP2You= the advertisement wants people to

have desire to purchase it very strong. If you want to become more beautiful and youthful, you can decide to use it or not by yourself. It is up to you.

It is Homonyms

UP2U

I LIKE Q

Literal meaning: I like Q= I like you. It means when you fall

in love someone, that is a kind expression of feelings and emotions.

Real intention I Like Q= the bread is very delicate and

sweet. It means when you chew the bread, your feeling is very good.

It is Homonyms

I LIKE Q

百事可”樂”

祝你百事可樂 = Wish you everything going very well and “happy”

It is Homonyms

百事可”樂”

達美樂

2882-5252= 餓爸爸餓，我餓我餓

It is Homonyms

達美樂

Heme 蘋果靚白水乳液

Illocutionary Acts --Promising Women wanna to have fine appearan

ce in front of people. According to the report, high percentage of heme in blood is required to each woman. That will make you look more nice and beautiful, like Snow

White.

Illocutionary Acts --Promising

Heme ( 血紅素 )----Snow White

Direct Literal Communication The agent used the symbols of

“Snow White” to persuade the consumers buying their product. They successfully made the ads remaining deep impressions in audiences’ mind. If you used the product, you might get active immunity from now on.

White( 壞 ) 皇后 ----Evil Queen Metaphor It’s going to tell us the advantage of

the cosmetics in this advertisement film.We

all knew the story of “ Snow White”. The princess of kingdom was trapped by the evil queen ,also survived by the prince. The symbol in this case was something like “Poisoned Apples”. It stands for two kinds of meanings in reality. One is apple fruits, the other is “Evil Queen”.

Speech Acts—Indirect Communication

Perlocutionary Acts & Nonliteral Strategy It won’t be difficult to recognize which kind of acts in the wor

d “ White”. From the text book , we might obviously see that, “White” is pronounced as the Chinese meaning “ 壞”（ bad ）

instead of the original meaning. We believed that something was misleading here.But it did caused certain effect on audience.

Closing

So it’s quite interesting to describe kinds of cosmetics ,like this case. Suppose I think the effect is really nice to persuade the audience to buy the product. Because we all knew the skin of Snow white is really fine and just like snow, perfectly white and fresh.

The End