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Above you find the powerpoint presentation

Research
 

advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action.

Language has a very big influence on the behavior of people. Especially when it comes up to marketing and advertising. Language is very important to persuade people to buy something. Visual content and design in advertisements have a big influence on consumer, but it's the language that helps people to identify and remember the product. The English language is known for its extensive vocabulary. Where other languages have one or 2 synonyms for words, the English language has 5 or six.  Connotation is the feeling or ideas that are suggested by a word, rather than the actual meaning of the word. Armchair, for example, suggests comfort, whereas chair arouses no particular feelings.
The type of audience is a very important factor too of course. They give their own meaning to a lot of words too. Different people sometimes interpret language in a different way.
Both the mass media, when reporting news items, and marketing and advertising personnel have to consider the emotive power of the words they use. First, they make a decision about what to communicate and what to withhold.
One way in which advertisers adapt language to their own use is to take compound words and use them as adjectives.
These compounds often get used in normal situations later. These words for instance are a part of the English language now a days: : top-quality, economy-size, chocolate-flavored, feather-light and longer-lasting.
The language of advertising is usually  very positive  and emphasizes why this product is different than others. The language of advertising may not always be "correct" language in the normal sense.  comparatives are often used when no real comparison is made. An advertisement for a detergent may say "It gets clothes whiter", but whiter than what?
A study of vocabulary used in advertising listed the most common adjective and verbs in order of frequency.
These are:

Adjectives

Verbs

1.

new

1.

make

2.

good/better/best

2.

get

3.

free

3.

give

4.

fresh

4.

have

5.

delicious

5.

see

6.

full

6.

buy

7.

sure

7.

come

8.

clean

8.

go

9.

wonderful

9.

know

10.

special

10.

keep

11.

crisp

11.

look

12.

fine

12.

need

13.

big

13.

love

14.

great

14.

use

15.

real

15.

feel

16.

easy

16.

like

17.

bright

17.

choose

18.

extra

18.

take

19.

safe

19.

start

20.

rich

20.

taste




Claims

There are many ways in which advertisers try to convince us to believe them and buy the products they represent. In many cases, ads claim certain things about the product they represent which may or may not actually be true. Advertisers have to be careful not to lie - for that would be in violation of the American code of advertising standards.
Below you see 10 claims commonly used in print, TV , radio and billboard adds.

The weasel claim

Definition: Words or claims that appear important but, after thinking about them, are really meaningless.

examples: Helps, like, can be, refreshes, comforts, tackles, fights, acts, works, looks like, enriched, fortified, strengthened

Note: A weasel word is named after the egg-eating habit of weasels. a WEASEL will suck out the inside of an egg, leave it appear to be solid to the casual observer. Upon closer examination, the egg is discovered to be hollow


Examples:

Claims

Explanation

"Helps control dandruff symptoms. 

It helps control dandruff symptoms but does it eliminate them?

Leaves dishes virtually spotless

It doesn’t leave your dishes spotless ; it leaves them somewhere near spotless, but we're not sure how near.

Fights bad breath

It doesn't eliminate bad breath it simply fights it. Who wins the fight?

 

The unfinished claims
Definition: A comparison that is started but not finished

Claims

Explanation

“ARKON gives you more."

It gives you more of what?

"You can be sure if it's ELGO”

We can be sure of what?

“PILKO --150% better, 150% cleaner. “

Better and cleaner than what?

 

The we're different and unique claim
Definition: The product is shown as unique - there is nothing else on the market like it.
We are supposed to think that the product's uniqueness makes it better- it rarely does

Examples:

Claims

Explanations

There's no other lipstick like it.

 

Does that make it better than any other product?

Only Philips has this unique sound system.

 

What kind of sound system?

Cougar is like nobody else's car.

 

But does that mean it’s better than other cars?

 

The compliment the consumer claim
Definition: Words are used to make the consumer feel good and to connect that good feeling with the product.
Examples:

Claims

Explanations

Because you deserve it

The ad company has decided what you deserve

We want you to have the best

The ad company is making decisions about your life and what you should have

The vague claim
Definition: Uses colorful and emotional words which are not clear and are impossible to check or measure.

Examples:

Claims

Explanations

Our shampoo's vitamin formula makes beautiful hair

Who can say what is beautiful? Beauty is different for different people.

The store with style

What exactly makes a store stylish?

You'll find the results simply fantastic

What are fantastic results exactly

 

Endorsement claims

Definition
Sports starts, Movie actors or other popular people lens their names to products ( and are paid very well for it!) to promote the item. Although the starts often claim to use the product, how would we know if they did- and why should we care if they use the product or not?


Claims

Explanation

If it's good enough for astronauts , it's good enough for you

Really? Is my life so similar to the life of an astronaut that product they use must me good for me

The official candy bar of the Olympic games

This means that the company paid a lot of money to say this. It doesn’t mean that the candy bar is better than others anyway!

The statistical claim
Definition: statistics are used to make the product look superior.

Claims

Explanations

3 out of 4 dentists surveyed said


Do you think that 3 of the 4 dentists surveyed may work for or have been paid by the toothpaste company?

20% more cleaning powered than other leading brands

Does more cleaning power necessarily mean cleaner clothes?

50% saving throughout the store

50% off what price? Where the prices too high to begin with?

 

 

The rhetorical question claim
Definition: a question is asked in a way you're almost forced to answer in agreement

 

Claims

Explanation

Shouldn't your family start the day right with Trex Cereal?

Yes, but does that mean they have to start the day with cereal

Don't you want the best protection you can get from your deodorant?

Yes, but that deodorant doesn't necessarily offer the best protection

Wouldn't you love a sun way airlines vacation?

Of course you could use a vacation, but using that airline won't guarantee a great trip

 

Water Is wet claim
Definition: "Water is wet" claims say something that is actually true for any example of a category. The claim is usually a statement of fact, but not a real advantage over the competition.

Claims

Explanation

Schrank's water is really wet.

 

Is there water that is more wet than others?

PILSO, the natural beer - made from grains and water.

 

All beers are made from grains and water.

BEAUSKIN – a perfume that smells differently on everyone

All perfume smell differently on everyone.

 

 

So what claims
Definition: This is the kind of claim to which the careful reader will react by saying "So What?" A claim is made which may be true but which might or might not give an advantage:

Claims

Explanation

The latest DELL computer – a choice of four different colors!

 

Why would I buy a laptop for the color it has?

 

So the next time you see an advertisement think about my site.
And you will notice how these people want to trick in buying their products.
I hope I helped you out and think about this:
Behind every advertisement there is a secret message you don’t know.