The language of
"Language has a powerful influence over people and their behaviour.
This is especially true in the fields of marketing and advertising.
The choice of language to convey specific messages with the intention
of influencing people is vitally important." (linguarama.com)
Language of Advertising Claims 1. THE WEASEL CLAIM
2. THE UNFINISHED CLAIM
3. THE "WE'RE DIFFERENT AND UNIQUE" CLAIM
4. THE "WATER IS WET" CLAIM
5. THE "SO WHAT" CLAIM
6. THE VAGUE CLAIM
7. THE ENDORSEMENT OR TESTIMONIAL
8. THE SCIENTIFIC OR STATISTICAL CLAIM
9. THE "COMPLIMENT THE CONSUMER" CLAIM
10. THE RHETORICAL QUESTION (sunset.backbone.olemiss.edu)
Promoting cosmetic products
"Three people catch up on their sleep as they hang suspended from a billboard at Victoria Station, London, to promote cosmetic products that claim
to improve sleep quality." (BBC - Picture 6)
Spoken production- LIEN MODIFIE
"I’d like to give you some tips to improve your speaking skills.
I’ve created a tutorial presenting 5 steps to follow if you have to give a short presentation in front of your schoolmates or for an exam.
The starting point I’ve chosen is a photo I took in New York last December." Created by Sonia Chirol (Ac. Grenoble)
backs 'bloody' tourism ad campaign- UPDATED "Prime Minister John Howard has praised the new advertising
campaign by Tourism Australia,
which features a cheeky tag-line."
- Watch the Related Video (abc.net.au)
TV bans Australian tourism ad- a lesson plan
with "a news article, listening (MP3 file), podcast,
communication activities, pair work,
discussion, reading and vocabulary exercises."
lifts Australian advert ban "An advert aimed at luring tourists to Australia is to be
aired in full on British TV
after regulators lifted a ban on the use of the word 'bloody'."
eBay- a song by Al Yankovic (com-www.com) - see the video (YouTube) - LIEN MODIFIE
to read ads(ltcconline.net)
- Description of the Ad Level
- The Surface Meaning
- The Advertiser's Intended Meaning
- The Cultural or Ideological Meaning
an advertisement(grenoble.iufm) :
Objectives - Approach - Guidelines - Assignments - Student work - Bibliography
Idea Behind Branding (with a video) - Multiple
Choice Exercise by Barbara Dieu (interactive)
COMMERCIAL - Une grille de lecture sur les spots de publicité et documents
publicitaires (Académie de Montpellier)
Warm up activities (identifying, describing, analysing logos)
Make students familiar with language of advertising.
Make students aware of /Pre-teach vocabulary and ideas which may be
used in the future.
Make students aware of what messages the symbols transmit."
Love at first sight - "This lesson plan is designed around a short film called White Night by Arev Manoukian and a commercial inspired by the short film, and the theme of love at first sight. Students write a narrative for a film, predict a story, watch a short film and TV commercial, create a television commercial and read a poem by Leonard Cohen." Time: 90 minutes
Topic: Love and TV commercials (film-english.com)
The Branding of America- interactive "The activity opens with a map featuring 25 mini billboards, which represent products we recognize by their brand names.
Rolling over each mini billboard on the map reveals the location of the represented product.
Clicking the mini billboard provides a preview image of a product that originated in that location.
Clicking on the preview image yields an enlarged view of the primary source image as well as background information about the product."
- with Teaching Ideas (lcweb2.loc.gov)
in the Web: Online Advertising Targets Kids
"Online advertising is the fastest growing marketing medium for
reaching kids at school and at home.
Today, even elementary school students need to be able to analyze
and evaluate advertising without adult assistance.
Included: Eighteen activities for building
media literacy - for students in elementary through high school!"
the Ad - a lesson plan "Children learn that the purpose of advertisements is to encourage
people to buy something; children also practice differentiating ads
from content on Web sites." (cybersmartcurriculum.org)
at Food Advertising - a lesson plan - UPDATED
"This lesson introduces students to the ways in which advertising
can affect their food choices.
Working from television and magazine ads, students discuss the techniques
used by advertisers to engage kids with products.
Specifically, they assess the importance of "spokescharacters" and jingles
as effective ways to build relationships with kids.
As a class exercise, they create jingles and spokescharacters themselves
for the foods they enjoy." (mediasmarts.ca)
Tower parachutist dies- a lesson plan (breakingnewsenglish.com)
BEFORE READING / LISTENING
WHILE READING / LISTENING
SPEAKING (Publicity stunts)
: Mad for Ads - Niveau 3ème (Ac. Lille) "Il s'agit ici d'une publicité pour le journal
"The Guardian", en noir et blanc, extraite de "Mad for
Ads" éditée chez Nathan. L'intérêt de
ce support réside entre autres dans son authenticité et
également dans le thème qu'il développe
(La presse britannique, l'influence qu'elle peut avoir, la notion de
point de vue)...
Dans cette exploitation, nous nous sommes efforcés de mettre
en relief des stratégies d'apprentissage de la compréhension
orale qui soient transférables à d'autres supports. Nous
avons choisi de traiter ce support avec une classe de 3ème dans
une perspective d'approfondissement linguistique et culturel...
La totalité des activités proposées dans cette
séquence relève des niveaux B1/B2 tels qu'ils sont définis
dans le Cadre Européen Commun de Référence."
STARS ACTING IRRESPONSIBLY
- PDF- Site
devenu PAYANT Language functions: discussing issues; understanding
a written text
Topic / Vocabulary Area: celebrities; advertising; health
Word focus: BAN, BAR, CURB, RESTRICT, CRACKDOWN
- with Teacher's Notes (english-4u.com)
INTERACTIVE games :
"a brand new online game begun from the U.S. government to help students understand the hidden messages of advertising.
According to The New York Times, the game: seeks to educate children in
grades four through six — tweens, in the parlance of marketing — about how advertising works so they can make better, more informed choices when
they shop or when they ask parents to shop on their behalf."
The Guardian commercial - Points Of View
"A very clever piece of advertising aimed at making the viewer look at the wider picture.
Played out in black and white, a skinhead turns on a street corner and runs at speed towards a man with a briefcase.
We get one angle, the skinhead is chasing the man.
From another angle, the skinhead is going to steal the man's briefcase and from a third angle, the skinhead grabs the man's briefcase and pulls him free of some falling masonry.
As we realise, we should always look at every angle of the story." (YouTube)
Reuters Video: Young grads' cheeky sales pitch
"Two Cambridge graduates have successfully paid off their university debt by renting their faces for advertising messages and a new advertising campaign by Benetton called ''Unemployee of the Year'' is seeking to highlight the plight of young people without jobs.
But can these unlikely campaigns actually help shift merchandise? Hayley Platt reports."
+ TRANSCRIPT+ LINKS (englishblog.com)
Jack Davis Commercials
"A group of animated commercials designed by veteran Mad Magazine illustrator Jack Davis.
Includes: McCracken's Apple Chips, Utica Club beer (2), Cask Mountain wine, True Temper Uni-Spin fishing rods, Gillette Trac II razor blades, Sominex, The Dodge Boys (1969 Polara), Chex Cereal (with Ruth Buzzi), Pennsylvania Lottery and Williams Lectric Shave."