7 Advertisement Unit Objectives: In this unit you will learn about the main purposes of advertising in newspapers, different types of newspaper advertisements, components of a newspaper advertisement, and the different techniques advertisers use to persuade consumers. Understanding how advertisements function to persuade consumers will make you a critical reader of advertisements and, as a result, a more critical consumer. 197 Reading English Newspapers What Is an Advertisement? Advertising is such a common phenomenon in the modern world that it may seem odd to ask what an advertisement is. For our purposes, an advertisement may be defined as a message printed in a newspaper, or broadcast on TV or radio, and paid for by either an individual or a business aiming to catch readers’ attention and urging them to act on the advertisement massage, i.e. to buy a product or service or accept an idea. The main purpose of most advertising is to sell products or services. However, it is not the only one. There are purposes for advertisement other than direct material gain. These include enhancement of image or status and promotion of a cause or idea. Large business firms may use advertising to create a favorable image of their company. Political parties and election candidates use advertising to win votes. Social organizations and special-interest groups often advertise to promote a cause or to influence the way people think or act. A church poster promotes a religious idea, and so on. Advertising is an important source of revenue for newspapers. Revenues from sales of advertising pay for the bulk of the costs of newspaper production. That is why the reader pays so little for his newspaper. Almost two-thirds of newspapers’ revenues come from advertising. In some newspapers the amount of space sold to advertisers helps determine the number of pages each day. Advertising is placed on the page first, and news fills the remaining space. A social ad A political ad Advertisement 198 199 Reading English Newspapers Social ad Political ad Advertisement 200 Political ad Types of Advertisements Newspaper advertisements are divided into two categories: classified ads and display ads. Classified ads are small print advertisements grouped together according to the type of product or service, and under the labels of houses, automobiles, furniture, and other such items for sale or rent. They are generally brief and descriptive and are placed on certain pages of newspapers. Advertising accounts for most of a newspaper's revenue. The price that readers pay for the newspaper covers only a small portion of its cost. Advertising is very important to the newspaper publisher. The quality of the newspaper, its news coverage and its printing plant rely heavily on advertising revenue. A newspaper tries to maintain a ratio of ap- The classified ad section is organized to assist readers in locating relevant information. Many classified ad readers have specific goals in mind, rather than casual browsing. The classified ads – as the term implies – are grouped together according to product or service type. An overall index directs readers to each specific category within which listings are arranged alphabetically. Display ads are written messages, often accompanied by illustrations or photographs, which can be placed in any section of the newspaper. They 201 Reading English Newspapers vary in size (up to a full page) and often use different styles or fonts of letters. To attract people’s attention and to sell a product, many techniques are used in the creation of display ads. As a result, these ads are usually professionally prepared in creative services departments of newspapers or in contracted advertising agencies. A newspaper display ad is very much like a persuasive essay. It begins with a thesis, something to be proved, and then uses visual images, techniques and persuasive words as supporting arguments. In ads, the “promise” (defined below) serves as the thesis, while the elements of the ad attempt to persuade consumers to buy the product. The promise of an ad is what is implied or suggested that the product will do for the consumer. For example, suppose a toothpaste ad shows a lovely woman with shiny straight teeth. Her bathroom in the background is spotless and beautiful. The slogan for the toothpaste is “Kream toothpaste has made my life better.” The ad promises that your teeth will be clean, straight and white, your bathroom will be immaculate and your life will be easier if you buy and use ‘Kream’. Advertisement A display ad 202 203 Reading English Newspapers Advertisement 204 Psychological Appeals In Advertisements Manufacturers and service providers use different psychological appeals to persuade consumers to buy their products or use their services. Psychological appeals are techniques that ads use to stimulate people’s internal desires. These appeals directly or indirectly influence the subconscious mind of the consumers and get them to buy products. Some of the more common appeals used in advertisements include the following: Bandwagon The suggestion that everybody is using the product and that you should too in order to be part of the group. An example of an ad based on this appeal might be “Four out of five people interviewed said they preferred ‘Kream’ to any other toothpaste. What do they know that you don’t know?” Sex appeal The suggestion that other people will think that you are more attractive or desirable because you use that product. An attractive model may be used to gain your attention. Transfer The suggestion that using the product will make you look or feel like the people in the advertisement. That is, positive feelings or qualities of the people in the ad are transferred to you. Patriotism The suggestion that purchasing this product shows your love of your country. For example, a Canadian company may brag about its product being made in Canada and employing Canadian workers. 205 Reading English Newspapers Celebrity endorsement A famous personality is used to endorse a product. For example, a famous football player recommends a particular brand of shoes Snob appeal The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style. For example, a coffee manufacturer shows people dressed in formal tuxedos drinking their brand of coffee at an art gallery. Advertisers target specific groups in their advertising – groups defined by such characteristics as gender, ethnic group, income, occupation, education level, marital status, social class, age, region of the country and so on. A technique that works for one group may not appeal to another. The information included in an ad can definitely influence its effectiveness in selling a product. Some display ads are mostly factual and appeal to reason. Information in these ads usually relates to the quality of the product, price or value of the product, general description of the product, guarantee of the product, and so on. Other display ads appeal to the emotions of the consumer and may use the appeals discussed above. Advertisement 206 The Components of an Advertisement A display advertisement can be factored into three components: 2 3 1 Image Text Organization of elements Display ads have an image component, which is typically either a picture of the product by itself, or a larger scene within which a picture of the product is featured. In the latter case, often the scene has little to do with the product. An advertisement set on a gorgeous beach has no connection to an air freshener or toothpaste, yet disconnected images are often used because they evoke positive feelings. Display ads also have a text component. The text may provide factual information about the product such as the name of the company and/or the name of the product, price or value of the product, guarantee of the product, or it may be persuasive words or slogans appealing to the reader’s emotions to buy the product. The image and text are put together in some organization, which is an important component of the overall advertisement. The organization refers to the ways in which visual and verbal elements are combined to produce particular meanings and effects. As an example, consider the ad on the next page. It is a commercial ad for Dingo boots targeted at men. It contains an image, which is a photo of the former American football player O.J. Simpson wearing Dingo boots. The ad also contains a text on the bottom right intended to make some emotional appeals to the viewer. In the middle of the ad and over the photo, there is a piece of text, which is a blending of ‘O.J. Simpson’ and ‘Dingo boots’, i.e. O.J. Dingo. The image and the texts have been put together in some organization with the Simpson’s photo in the middle looking directly into the camera and, with his gestures, talking to the viewer, and the texts on the bottom right and in the middle. The effect produced would be different if the organization and the arrangement of elements were different. The ad contains a symbolic message or promise. Long before he went on trial for the murder of his former wife, O.J. Simpson was a famous (American style) football running back. Thus it would probably not be unusual for him to be used to sell a product on the basis of his powerful legs. The promise is that these boots are for men like O.J. Simpson, powerful and virile. Wear them and that power and virility will transfer to you. As you see, the ad is based on the psychological appeal of ‘transfer’ mentioned above. 207 Reading English Newspapers Advertisement 208 Display ads can be studied for different purposes and from different perspectives. They can be studied to detect their psychological appeals and hooks or for their use of such visual elements as typography, graphics, photographs, color, etc. However, perhaps the simplest and most direct way to study advertisements is through an analysis of the verbal language (or the text component) of advertisements. Verbal language has a powerful influence over people and their behavior. The choice of language to convey specific messages with the intention of influencing people is very important. Though image and organization in advertisements have a great impact on the consumer, it is the language that helps people identify a product and remember it. Advertising Techniques In this section the language of advertisements is examined through an analysis of the verbal techniques used in the language of advertising. These techniques make some claims of superiority and effectiveness for the product being advertised. Some of these claims are downright lies, some are honest statements about a truly superior product, but most fit into a category of neither sheer lies nor helpful factual information about the product. To create the necessary illusion of superiority and effectiveness, advertisers usually use one or more of the following techniques in the text of their advertisements. Each is common and relatively easy to identify. The Weasel Words Advertisers often use special words or phrases called ‘weasel words’. They are often misleading. The expression ‘weasel word’ is named after the eggeating habits of weasels. A weasel will suck out the inside of an egg, leaving it appear intact to the casual observer. Upon examination, the egg is discovered to be hollow. Words or claims that appear substantial upon first look but turn out to be meaningless upon analysis are weasels. Weasels are words which seem to say one thing but are sufficiently vague as to offer no proof. In other words, weasel words release the writer from making an explicit statement or claim. For example, the ad “probably the best lager in the world” uses the weasel word “probably” to avoid having to prove or disprove its claim. Or take the example of ‘help’. People often think ‘help’ means ‘stop’. Advertisers use it so that they can say things that are not necessarily true. For example, a product that “helps reduce swelling,” does not necessarily reduce swelling; it only “helps” (and this help may be ineffective). A shampoo that “helps control dandruff symptoms with regular use” does not necessarily ‘stop’ dandruff. 209 Reading English Newspapers The statement “This agreement can bring about a peaceful solution” does not promise a peaceful solution. The statement only points to the existence of (that there is) the possibility of a peaceful solution, nothing more. “Listerine fights bad breath.” It only “fights.” It does not necessarily stop bad breath. Take the example of “new and improved.” A product can only be considered new for six months. Furthermore, any small change in a product will make it new. Often, this change does not necessarily make a product better, i.e. “improved.” Commonly used weasel words include “helps,” “like” (used in a comparative sense), “acts,” “works,” “can be,” “fights,” “the feel of,” “the look of,” “looks like,” “enriched,” and “strengthened.” The Unfinished Comparison The unfinished comparison is a technique by which the ad claims the product is better, or has more of something, but does not finish the comparison, i.e. does not actually name the competitor(s). It misleads the reader. “Magnavox gives you more.” More what? “It gets clothes whiter.” Whiter than what? “Anacin: twice as much of the pain reliever doctors recommend most.” It does not say twice as much of what pain reliever. “Coffee-mate gives coffee more body, more flavor.” “Supergloss does it with more color, more shine, more sizzle, more. Advertisement 210 Scott makes it better for you.” “You can be sure if it's Westinghouse.” Sure of what? “Ford LTD - 700% quieter.” The last ad is an ad for a car and leaves the impression that it is 700% quieter than other cars. But when Ford Company was asked to substantiate this claim, it revealed that they meant the inside of the Ford was 700% quieter than the outside! The “We are Different and Unique” Claim This kind of ad states that there is nothing else quite like the product being advertised. For example, if Schlitz would add pink food coloring to its beer they could say, “There’s nothing like new pink Schlitz.” The uniqueness claim is supposed to be interpreted by readers as a claim to superiority. “There’s no other mascara like it.” “Only Doral has this unique filter system.” “Either way, liquid or spray, there’s nothing else like it.” “Only Zenith has chromacolor.” The “Water is Wet” Claim This kind of ad says something about the product that is true for any brand in that product category. The claim is usually a statement of fact, but not a real advantage over other brands. “Mobil: the Detergent Gasoline.” Any gasoline acts as a cleaning agent. “Rheingold, the natural beer.” 211 Reading English Newspapers “Natural” means made from grains and water, as are other beers. “SKIN smells differently on everyone.” As do many perfumes. The “So What” Claim This is the kind of ad to which the careful reader will react by saying “So What?” A claim is made which is true but which gives no real advantage to the product. This is similar to the ‘water is wet’ claim except that it claims an advantage which is not shared by most of the other brands in the product category. “Geritol has more than twice the iron of ordinary supplements.” But is ‘twice as much’ beneficial to the body? “Campbell's gives you tasty pieces of chicken and not one but two chicken stocks.” Does the presence of two stocks improve the taste? “This cat food contains more phosphorus.” This may be a true statement, but cats do not need more phosphorus. The Vague Words This technique often overlaps with others. The key to the vague words technique is the use of words that are colorful but meaningless, as well as the use of subjective and emotional opinions that are hard to verify. Most contain weasels. “Lips have never looked so luscious.” Can you imagine trying to either prove or disprove such a claim? Advertisement 212 “Lipsavers are fun - they taste good, smell good and feel good.” “Its deep rich lather makes hair feel good again.” “Winston tastes good like a cigarette should.” “Fleishman's makes sensible eating delicious.” The Scientific Evidence This kind of ad mentions some sort of scientific proof, experiment, very specific numbers, or objective factual information to prove the product’s quality or validity. “Wonder Break helps build strong bodies 12 ways." Note that the use of the number 12 makes the claim far more believable than if it were not mentioned. “Easy-Off has 33% more cleaning power than another popular brand.” “Another popular brand” often means as some other kind of oven cleaner sold somewhere. Also the claim does not say Easy-Off works 33% better. “Special Morning - 33% more nutrition.” This is also an unfinished comparison. The Consumer Complimenting This kind of technique butters up the consumer by some form of flattery. “We think a cigar smoker is someone special.” “You pride yourself on your good home cooking.” “The lady has taste.” 213 Reading English Newspapers The Rhetorical Question This technique demands a response from the reader. A question is asked and the viewer or reader is supposed to answer in such a way as to affirm the product’s goodness. “Plymouth – isn’t that the kind of car America wants? “ “Shouldn’t your family be drinking Hawaiian Punch?” “What do you want most from coffee? That’s what you get most from Hills.” “Touch of Sweden: could your hands use a small miracle?” The Problem and Solution This technique of advertising assumes that the reader is in need of advice. A question is posed which is designed to raise a problem in the reader’s mind, and then a solution is offered. In the following advertisement, notice how once the topic is introduced, this is immediately followed up by reassurance, “Relax!”, and a solution, “Delicious cook-ahead, stress-free feast.” Feeding friends? Relax! Delicious cook-ahead, stress-free feast. Getting fat? Get our pills and lose your belly. Stylistic Features In addition to the above-mentioned techniques, used to influence and persuade the consumers, the language of advertising is characterized by the following (mostly stylistic) features. Most of these features are largely used to give special effects to ads in order to attract people. Advertisement 214 Persuasive vocabulary A limited range of evaluative and persuasive words likely to catch the attention of consumers including: new, fresh, natural, special, wonderful, amazing, revolutionary, suddenly, magic, miracle, improved, tested. Neologisms Newly coined words, which retain the interest of the reader / viewer by their novelty and originality. Beanz Meanz Heinz. Wonderfuel Glazztek (car windows) Kwik Fit Imperatives This adds force and urgency to the command to buy the product. Buy Brown’s Boots now! Be Cool, Cruise in Safety. Have a break, have a Kit Kat. Repetition A repeated word, phrase, or statement within the text of an ad. The most important words in the ad stand out because you see them often: Down, down, down, prices down at ... Taste Me! Taste Me! Come on and Taste Me. A win, win, win, win, win, win situation. Alliteration 215 Reading English Newspapers Repeated consonant sounds at the beginning of words. It makes the words easily remembered. Alliteration often leads to very catchy phrases and is frequently used in modern news headlines, corporate names, and advertising. Big Ben Boom or bust! Coca-Cola Mickey Mouse Finger of fudge, the best four by four by far. Kicks for cash competition. Six simple secrets to keep you look fabulous. Rhyme The identity of the final accented vowel and all the following sounds in two words, e.g. still-hill, bore-more, ending-bending. It creates a pleasant sound to enhance or contribute to meaning, to emphasize a word, or to make it memorable: Mean machine, the cleanest clean it's ever been. Don’t just book it, Thomas cook it! It’s a lot less bovver than a hover. Homophony This is when two or more words are pronounced alike but are different in meaning and spelling. Sea for Yourself An ad to attract recruits to the Royal Navy. It contains the word “sea,” which is a homophone of the word ‘see’. In spoken English, it can be confused with the common phrase “See for yourself.” Intertextuality Advertisement 216 This is when reference is made to another text. Curl Power! Read my hips! A washing machine for all reasons! The first example makes a reference to the modern teenage catch phrase ‘Girl Power’. The second and the third remind us of the phrase ‘read my tips’, and the movie ‘A man for all the seasons’ respectively. These references are made meaningful because of phonological similarity between the words ‘curl/girl’, ‘hips/tips’ and ‘reasons/seasons’ as well as the structural similarity of the ads and their references. Pun Some words have more than one meaning. This allows advertisers to play around with those separate meanings. Smart girls get more! For a few pounds you can lose a few. We offer you a good deal. Your views are Reflected in the Mirror. We have an interest in you! The first is an ambiguous advertisement by More! Magazine. Here, more could refer to the name of the magazine, or it could be a comparative adjective, meaning the magazine is offering more than its rivals. The second is an advertisement for a slimming course. “Pound” is both a unit of weight and a unit of money. The third is a bank advertisement for attracting new customers. “A good deal” means (1) a large quantity and (2) a good business transaction. The forth is an advertisement for The Mirror newspaper. “View” can mean both picture (or sight) and opinion. “Mirror” can mean a surface that reflects image, or refer to the British newspaper Daily Mirror. And the last one is a bank ad advertising its services. The word interest is a pun based on two meanings: interest paid on money which is bor- 217 Reading English Newspapers rowed or lent, and interest as in being concerned to know about someone or something. Hyperbole This is the use of intentional exaggeration to create an effect. It is often used to emphasize the good qualities of a product. Ford! The greatest advance of century! In Ford you’ll feel like you’re flying! Syntactic parallelism This is when successive phrases, clauses or sentences are similarly structured. Stay dry, stay happy. Right service, Right price. Association Connecting or comparing a commodity with something which is the symbol or a perfect example of a quality. Fresh as a mountain stream! As smooth as silk! Glamorization This is probably the most common technique of all. ‘Old’ houses become charming, characterful, olde, worlde or unique. ‘Small’ houses become compact, bijou, snug or manageable. Houses on a busy road become convenient for transport. Advertisement Test your underestanding of the unit. 1. The main purpose of most advertising is to a. sell products b. promote a cause or idea c. enhance an image d. influence the way people think 2. Advertising is used by a. individuals b. manufacturers c. political parties d. all of the above 3. Advertising is important for newspapers because it a. pleases the readers b. gets more subscribers for them c. is the main source of revenue for them d. encourages people to buy newspapers 4. Classified ads are not a. placed on certain pages b. brief and descriptive c. grouped according to the type of product or service d. as varied in size and techniques as display ads 5. Information included in a display ad is a. often factual and descriptive b. always persuasive c. only lies d. often both factual and persuasive 6. Display ads are a. not often professionally prepared b. often persuasive c. not rich in techniques d. simple to design 7. The persuasive power of advertisements is rooted in the a. creativity of consumers b. certain subconscious desires of the consumers c. consumers’ real needs 218 219 Reading English Newspapers d. consumers’ need for basic goods 8. The suggestion in an advertisement that everybody is using the product and that you should too in order to be part of the group uses the psychological appeal of a. bandwagon b. celebrity endorsement c. transfer d. patriotism 9. The technique of advertising which releases the writer from making an explicit statement is referred to as a. use of weasel words b. unfinished comparison c. rhetorical question d. use of neologisms 10. The technique of advertising which says something about the product that is true for any brand in that product category is referred to as the a. scientific evidence b. water is wet claim c. so what claim d. unfinished comparison EXERCISES A Look at the following ads. (a) Specify whether they are commercial, political, social, or religious ads and (b) identify the techniques or psychological appeals used in them. Advertisement 220 221 Reading English Newspapers Advertisement 222 223 Reading English Newspapers Advertisement 224 225 Reading English Newspapers Advertisement 226 B The following sentences have been taken from ads for different consumer goods and services. Identify the advertising techniques and stylistic devices used in them. 1. Its better with the butterfly – (Microsoft) 2. Maybe she’s born with it; maybe it’s Maybelline – (Maybelline) 3. Neighbour’s envy, owner’s pride – (A TV Channel) 4. Cougar is like nobody else’s car – (A car manufacturer) 5. It’s the way it shatters that matters – (Violet Crumble) 6. The most trusted name in news – (CNN) 7. Keeps going and going and going – (Energizer batteries) 8. Take a bite and you’ll think you’re eating on the Champs Elysées. – (a confectionary) 9. 30% less drying time – (a washing machine manufacturer) 10. A Mars a day helps you work rest and play – (Mars bar) 11. You’ve come a long way, baby – (a cosmetics producer) 12. Full of Eastern Promise – (Fry’s Turkish Delight) 13. Can New Zealand do it again? – (A sports magazine) 14. Hungry? Grab a Snickers – (Snickers) 15. Be the first o know – (CNN) 16. Made to make your mouth water – (Opal Fruits) 17. Kills Bugs Dead – (an insecticide) 18. The Real Thing – (Ford Australia) 19. Think Small – (Volkswagen) 227 Reading English Newspapers 20. To be in Florida in winter, or not to be in Florida for winter – (a travel agency) 21. No battery is stronger longer – (Duracell Batteries) 22. Thousands of possibilities. Get yours – (Best Buy) 23. Its better with the butterfly – (Microsoft) 24. All because the lady loves Milk Tray – (Milk Tray Chocolate) 25. Do you love anyone enough to give them your last Rolo? – (Rolo confectionary) 26. A minty bit stronger – (Trebor Mints) 27. For mash get Smash – (Smash instant mashed potatoes) 28. If you got the munchies, nothing else will do! – (Hostess potato chips) 29. Where wonders never cease – (Alton Towers) 30. The ultimate driving machine – (BMW) 31. Give a hoot, don’t pollute – (United States Forest Service) 32. Like a rock – (Chevrolet) 33. Helps reduce and overcome smoking at your own pace – (NicoBloc) 34. Go to work on an egg – (a food company) 35. It takes a licking and keeps on ticking – (Timex) 36. There’s No Life Like it – (Canadian Armed Forces) 37. It takes a tough man to make a tender chicken – (Perdue) 38. I think, therefore IBM – (IBM) 39. Don’t be vague. Ask for Haig – (Haig Scotch Whisky) 40. Every year 39,200 women are newly diagnosed with breast cancer – (Medical insurance/AXA PPP healthcare) Advertisement 228 41. What we want is Watney’s – (Watneys) 42. Afraid of cancer? Cancer breakthroughs: the facts you need – (Medical Journal) 43. Put a smile on, put a smile on. Everybody come on, put a smile on – (McDonald’s) 44. Passion for the road – (Mazda) 45. You can be sure of Shell – (Shell Oil) 46. This car is not for everyone – (BMW) 47. Give her a ring – (a gift shop) 48. Fly the friendly skies – (United Airlines) 49. You deserve the best – (A car company) 50. The best a man can get – (Gillette razors) 51. Right service. Right price – (Meineke) 52. Shouldn’t your baby be a Gerber baby? – (Gerber foods) 53. Go well. Go Shell – (Shell Oil) 54. Have you thought about buying our new bed? Sleep on it – (a furniture manufacturer) 55. Because you’re worth it – (L’Oréal) 56. The burgers are better at Hungry Jack’s – (Hungry Jack’s) 57. Only Smarties have the answer – (Smarties confectionary) 58. Once driven, forever smitten – (Vauxhall Motors) 59. It’s a Skoda. Honest – (Skoda) 60. Only you can prevent forest fires – (United States Forest Service)