Pragmatics in Advertisements slogans, taglines, and campaign ppt

PRAGMATICS INALCOHOLIC DRINKSADVERTISEMENTS

: Slogans

:Taglines

:Campaign

INTRODUCTION

Psychology of Advertising• Psychology - Inform

- Persuade

• Advertising - Influence

Pragmatics of Advertisements• Decoding process beyond the frame • Using pragmatics to sell the goods or services

(Analysis of Advertisements: Sagar Tandon, 2014)

SLOGANS/TAGLINES:CHARACTERISTICS

Slogan• A memorable phrase expressing an idea, purpose or claim.

(Core, 2008)• Slogans differ from body text because they appear alone while body text in

an idea is like any running text.

(Fuertes-Olivera et al., 2001)

Tagline• A phrase that visually conveys the most important product attribute or

benefit that the advertiser wishes to convey. Generally, a theme to a campaign.

(Laura, 2010)

(

PRAGMATICS COMPOSITION IN SLOGANS/TAGLINES

Presuppositions

Emotional appeals

Context “Implicatures”Intertexuality

Deixis

Fuzziness

(Sagar Tandon, 2014)

ALCOHOLIC DRINK CATEGORIES

Beer

Rum

Tequila

Vodka

TEQUILA

CAMPAIGN:CHARACTERISTICS

Public Communication Campaign• The media messaging as an organized set of

communication activities to generate specific outcomes in a large number of individuals and in a specified period of time.

(Roger & Storey, 1987)

Media Campaign • A variety of multifaceted in highly planned and

strategically assembled as media symphonies designed to increase awareness, inform, or change behavior in target audiences.

(Brian, 2000)

(

CAMPAIGN:CHARACTERISTICS (CONT. )

Advertisement Campaign• An advertising is typically broadcast through several

media channels.• It may focuses on a common theme and one or few

brands or products, or be directed at a particular segment of the population,

• Successful advertising campaigns achieve far more than the isolated advertising, and may last from a few weeks and months to years.

• A coordinated series of linked advertisements with a single idea or theme.

(Business Dictionary.com, 2014)

THE STORE: AT T E N T I O N I N G

1: Just before the party, having fun! Oh my gods! Here, we have to get this

one. It's made only from potatoes that looks like famous people faces.

Maybe this

one for you.

2: Our friendship is over.

1: What's this one claim to famous?

2: It's just really good vodka.

1: Looks done and done. It's done to get the vodka.

2: Okay.

Time Place

Person

Perceptual (demonstr.

adj.)

Discourse (Marked theme)


adj.)


adj.)

Person Assertive

Act

TO GET READY: B R A N D I N G

1: Welcome…

2: What are you doing?

1: I make the VIP area! So, the ball, its can ball. You know!

3: So, do you guys think the music like?

2: Oh ! Ahh...

1: Woo Hoo!... I think I got this. Basically, the music should sound like...European disco

and

a well House in a Laundromat...just....Real world sky mall...Ouuu! Ping! Can I should

bring

a drink voucher? Well, Michelle's birthday? Wax on... Wax off... Wax on... Swip the leg.

Do it!

2+3: So, anyway ah..., sure ! I just...She's in email.


adj.)

Directive Act

Discourse (Linked word)

Person

Person

Person

Person

Person

THE BOUNCER: I N T E N T I O N I N G

2: What is happening here?

1: Oh! I got a bouncer. Bouncing!

2: Oh! In that case...here is...my guest list.

(Guest list: EVERYBODY)

3: Okay! Ladies, gentlemen, models. Okay,

Beard ...go!

Ilocution Act

Directive Act

Discourse (Linked phrase)

Place

Person

THE MIXOLOGIST: I N F O R M I N G

1: May I have a deconstructed martini?

3: Fantastic!

2: I exactly just want a deconstructed the martini.

3: First, we started with the sensual. Of course, the Smirnoff and

ice. You know what martini is a part of model. I like to really cure by

my herb. Nope. You actually should to have the permit to operate

one of these, but I don't. You cannot really shake it like this if you

shock without its well balance with this Smirnoff. But you're not like

it whether the rest's so sophisticated. And....Voila! I went a seven

years to school for that in Stockholm.

Person

Person

Person

Person

Person

Discourse (Linked word) Discourse

:Linked word :Marked

theme


Discourse :Linked word:Marked theme:Linked word


adj.)


adj.)


adj.)

THE VIP AREA: D E S I R I G

1: Hey ! Let's get into the VIP area.

2: What are we doing in here?

1: we're VIPing, bottle service!

2: No, the bottle service is out here too. And people are having

conversations...and smiling

1: I gotta go!

3: This.. you can't be.

4: This DJ's …it’s amazing. It's well like Maggio birthday upon here.

Person

Place


pron.)


adj.)


THE DAY AFTER: A C T I O N I N G

2: I gotta say that was a great party.

1: Totally!

3: Who made this? It's billion.

2: Hey! That's my robe.

3: Fool time's a little bit unforgetting, considerate to

invest to get into the bed sleep sake.

1: He's got a point.

Person

Person


adj.)

Ilocution Act



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DISCUSSION&

QUESTIONS

Pragmatics in Advertisements slogans, taglines, and campaign ppt

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