Getting attention: sounds, letters & script Flashcards
what makes a good slogan or brand claim? (7)
- gets attention
- is memorable
- can be understood easily
- emphasises brand values
- includes brand name
- is distinct from other brands
- can form the basis for the campaign
getting attention in ads- 3 main processes>
-foregrounding
-deviation
-parallelism
foregrounding=
psychological effect of something “standing out” in relation to what surrounds it
Foregrounding in ads> 3 main ways to achieve>
-visually
-deviation
-parallelism (form of lingustic patterning)
visual foregrounding in ads involves> (2)
> size & position (centrality)
colour
Types of Deviation (as foregrounding) in ads> (5)
-rhyme scheme (“beanz meanz heinz”> 3rd word deviates from rhyme scheme)
- dialect change
- register
- spelling
- parallelism
types of parallelism (as foregrounding) in ads> (4)
- on lang level of sound, grammar, structure
-simple repetition
-grammatical parallelism
-sounds
types of parallelism (as foregrounding) in ads> sounds> (4)
- alliteration
- assonance
- chime
- rhyme
alliteration (consonance)=
repetition of consonant sounds
assonance=
repetition of vowel sounds
chime=
beginning of words sound alike
rhyme=
end of words sound alike
when is alliteration most salient> (4)
- at beginning of words/stressed syllables (chime)
- A stop/plosvie sound
- a capitalised letter in print
- a less commonly used sound
types of alliteration> (2)
-full alliteration
-loose alliteration
full alliteration=
repetition of exact sounds (‘better bit of butter’)
loose alliteration=
repetition of similar sounds; sound have same PLACE & MANNER but differ in VOICING (e.g. /p/ & /b/)
assonance features> (4)
- can be subtle (i.e. within words)
- most noticeable in stressed syllables (diphthong vs monophthong)
- can be part of rhyme
- might be accentuated by music in a jingle
rhyme features> (2)
- found commonly in brand names & claims
- prominent in jingles up to 50s
rhyming aphorism=
- rhyming aphorism as sayings
- these judged as more accurate and truthful
-rhyming in advertising slogans, judged as>
more likeable, more original, easier to remember, more trustworthy and more persuasive
Spelling in ads> uses> (2)
-deviant spelling–>for attention
- iconicity–>creating similarity between the spelling and the meaning (“it was longggg”> mirrors length of time grammatically)
different typefaces in ads> (4)
- special characters ($£#)
- letters from other langs (ß, þ)
- accents & diacritics from other langs (ü, é,
ç, ñ) - different alphabets (кириллиц / 普通话 / Ελληνικά)
reasons for typeface use>
- national stereotypes (e.g. german writing on beer or french on perfume)
(^more in other lectures)
typeface=
a style of lettering (e.g. ariel)
features of typeface> (3)
-typography conveys connotative meanings: (seriousness, femininity etc)
- typefaces & fonts can also produce SOCIAL meaning (making us think about specific social identities)
- typefaces & fonts can also produce AFFECTIVE meaning
affective advertising=
advertising that works more on our emotions/feelings than our knowledge and beliefs
