Peter Cigrovski, MA

Celje, September 2010

Advertising as a Form of

Communication

Contents and hypotheses

Contents

communication model of advertising

communication functions of advertising

typology of advertising strategies

Hypotheses

advertising communication model differs from

that of oral face-to-face communication

communication functions primarily affected

by its function to attract/appeal to the audience

Communication model of advertising

Based on Jakobson's (1966) and Leech's

communication models (1996)

Leech (1966), Vestergaard and Schrøder

(1985) claim that the nature of the advertising

language is heavily influenced by its public role

Communication model of advertising

– features

sender = group of people (inter-group

communication)

appropriate code (encoding which takes into

account recipient‘s cultural/linguistic background)

recipient = group of people

(their code, cultural background)

3 types of interaction: inter-group,

ideational, textual

Feedback = consumption

Communication model of advertising

Communication functions of

advertising

In a corpus of 300-odd ads, the following

communication functions have been identified:

Function Aim

emotive to evoke particular emotions/feelings in the recipient

conative to address the recipient

phatic to prolong the communication process (text and picture)

metalinguistic to identify the adequacy of the code used

poetic to attract the recipient‘s attention through the use of poetic elements

referential to (re)present, name and describe the advertised

Emotive function aim example

product/manufacturer

praise

The Best a Man can Get. (Gillette)

Toshiba. Leading Innovation. (Toshiba)

tradition and

experience

More than 250 years of uninterrupted history… (Vacheron

Constantin)

repetition of a brand

name

--

producer’s

achievements

Jacob's Creek Three Vines is refreshingly different…. (Jacob’s

Creek)

company’s (fictitious)

experts

Professor Anne-Marie Brantano (1959- ) is the world authority

on the psychological relationship between women and shoes…

(Brantano)

manufacturing

procedure

By operating its own exclusive foundry, Rolex is able to create

new and unique alloys…(Rolex)

product excellence From the Mountains of Montana… comes a collection like no

other. (Bozeman Watch)

Russian No. 1 Premium Vodka (Russian Standard Vodka)

adj.: gorgeous, brilliant, fabulous

Conative function aim example

addressing societal

norms, expectations,

values, ideals

Supercharged results. Faster weight loss. The diet and fitness

program that will change your life! (Rodale)

recipient as

connoisseurs For those who know what to look for. (Johnnie Walker)

division of recipients

into groups Dear Ketel One Drinker. (Ketel One) / Girls – get a cheaper

insurance from Sheilas' wheels. (Sheilas' Wheels) / For the

image obsessed. (Sony)

promises of

achieving a goal Life insurance designed to improve your life. No, really. (Aviva)

escapism --

advice on how to

achieve an aim Now swirl, sweep and blend the rules to create any look you

desire, from sophisticated to sexy and everything in between.

(Max Factor)

identification of

certain needs --

Advertising strategies

Aim:

to persuade and to place in a particular

context

to (in)directly emphasize rational-argumentative

and/or emotive aspects of the advertised

Reference-based typology:

product-centred

sender-centred

recipient-centred

Product-centred strategies

Objective representation of the advertised

Portrayal of an ideal situation

Positive characterization of the advertised

Placing the advertised in an unknown environment

Erotic elements

Promises of success and happiness

Providing advice

Sender-centred strategies

advertiser's self-praise

celebrities' quotations

Consumer-centred strategies

direct address: mood (the imperative),

personal pronouns (you)

use of rhetorical devices

Conclusion

Communication model of advertising:

one-way information flow

indirect inter-group transaction via medium

no verbal feedback (feedback = consumption)

Communication functions overlap; those

aimed at the recipient exhibit great variety

Advertising strategy: texts directed at the

advertised

Literature cited

Jakobson, Roman, 1996: Lingvistični in drugi spisi. Ljubljana: ISH.

Leech, Geoffrey, 1996: Principles of Pragmatics. New York: Longman.

Leech, Geoffrey, 1966. Standard Advertising English. Leech, Geoffrey. English in

Advertising. A Linguistic Study of Advertising in Great Britain. London: Longmans.

105-165.

Vestergaard, T. in Schørder K., 1985: Strategies of Address: Sex and Class.Vest

ergaard, T. in Schørder K. The Language of Advertising. Oxford: Basil Blackwell.

71-110.

Rein, David P., 1982: The Consumer. Rein, David P. The Language of advertising

and merchandising in English. New York: RPC. 11-24.

Thank you for your

attention!