Download miễn phí Luận văn The Language of Airlines’ Advertising Slogans



The use of second person addressee “you” tends to shorten the distance between the product or the producer and consumers, as if the producer or the ad is speaking to you face to face, making sincere promises, honest recommendations. In so doing, the ad slogans stand a better chance to move the receiver or customers to action, because the receiver feels that he is being thought of and taken care of and he is the center point of the producers.
You’ll love the way we fly –Delta Air Lines
Sincerely yours, Aeroflot -Aeroflot
The use of first person addresser “we” and “us” is the most direct way to tell the receiver what the sponsor of an ad slogan stands for, his idea, his view, and his credit. It’s a little bit like a self-introduction to the potential customers to let them know you, recognize you, believe you and trust you.
Come fly with us –Pakistan International Airlines
We really move our tails for you –Continental Airlines
 


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lly achieved.
(3) Desire - the publicity of advertising should stimulate consumers’ desire to buy the product, and make them realize that this product is just what they want. Previously, most advertisements aimed at promoting their products’ merits, which is called product-oriented. However, there has been a shift of focus from product-oriented to audience-oriented, which is primarily concerned with the needs and wants, the hopes and fears of the target audience.
(4) Action - the advertising makes consumers to response to the advertising information and evokes them to take the action of purchasing. It is here that the topmost task of advertising is fulfilled.
Types of Advertising
The features of different kinds of advertisements should be taken into account if advertisers want their messages to be effectively transferred to their customers. Different target audience or product types require different methods of advertising from advertisers.
Different criteria can be used to classify advertisements. Geographically, there are local, national and international advertisements. In terms of advertising medium, there are print and electronic ones. Besides, as for their purposes, advertisements can be classified into commercial and non-commercial categories. The former category includes Consumer Advertising, Business Advertising, and Service Advertising. The latter can be called Public Interest Advertising.
Consumer Advertising
Most television, radio, newspaper and magazine advertisements are consumer advertisements. The consumer advertising includes alcoholic ads, cigarette ads, drink ads, food ads, wear ads, cosmetic ads, automobile ads, home electric appliance ads, and other products which are used and purchased by ordinary people. To this kind of advertisements, most people have developed a kind of ambivalent psychology. On one hand, they are bored with the endless advertisements hiding in the newspapers and magazines, clamoring on the radio, or dazzling on the TV. On the other hand, they still need the information to guide their purchasing. Therefore, to attract the consumers’ attention is the most important task for an advertising copywriter.
Business Advertising
Business advertising is often said to be invisible, because unless one is actively involved in some business, he is unlikely to see it. The majority of consumer advertising appears in mass consumer media. Business advertising, on the other hand, tends to be concentrated in specialized business publications or a professional journal, in direct-mail pieces mailed to business establishments, or in trade shows held for specific areas of business. Until recently, business advertising was rarely seen in the mass media.
Service Advertising
Service advertising is actually part of consumer advertising and business advertising, since consumer goods and industrial goods both include relevant service. However, due to its intangible feature, service is advertised in a more imaginable way. Hence wording service advertising is somewhat different from product advertising. Service advertising appears in both mass consumer media and specialized business publication according to its different target audience - consumer or people in business.
Public Interest Advertising
The general objective of public interest advertising is to inform, persuade, or remind people about the particular idea, cause, or philosophy being advertised. This kind of advertising is often used by non-business institutions, such as schools, hospitals and charitable organizations. We also see advertising by associations or government organizations. Much government advertising announces the availability of such valuable government services as consumer assistance, welfare aid, or career guidance. Many state governments use advertising to attract new businesses, tourists, or workers to aid their economy.
Because of the fact that public interest advertising is nonprofit, the words it uses are much more different from the other 3 kinds of advertising. Its purpose is not to urge readers to spend their money, but to disseminate a kind of concept or advocate a social ethic.
2.2.5.4 Advertising Components
According to the definition of the advertising, most of the advertisements should have the following components:
(1). Advertiser
The advertiser is the sender of information and all the advertising activities should be consistent with the purpose and willingness of the advertiser. The advertiser should be a recognizable group, including corporation, enterprise, government, organization and individual.
(2). Advertising Fee
The advertising fees are paid by the advertiser no matter it’s operated by itself or other agency. Because advertising is a kind of marketing action, an advertiser has to pay for its advertisement.
(3). Advertising Information
Advertising information is the principal contents an advertisement wants to disseminate. Advertising is a series of planning actions, so the information of advertising should be aimed at the certain target market and consumers, and should avoid aimlessness. The dissemination of information should be accurate, definite, recognizable and moderate in length.
(4). Advertising Media
Media are the means of the dissemination of advertising, including newspaper, magazine, broadcast, TV program, billboard and mail. The newspaper, magazine, broadcast and TV are called the four main media of advertising. Moreover, any kind of objects or tools can be a medium for the advertisement, such as airplane, train, bus, building, neon light, movie, package, exhibition, and etc. Different kinds of media have different features, disseminating area, target audience and speed.
Within the advertisement itself, the components are headline, body copy, slogan, illustrations and colors, trademark, and brand name. These elements are named as visual elements. Another kind of elements - audio elements are advertising commentary, advertising music and advertising sounds. In these elements, headline, body copy and slogan are the most important elements in an advertisement. In this study, I would like to pay more attention to slogans, which carry the features of being explicit, refined and inflammatory.
Features of Advertising Language
The language of advertising has been described as a “functional dialect” (Smith, 1982:190). Holmes (2005:8) explains this term as “the product of a process whereby language is chosen and used for a particular purpose (hence, ‘functional’, and consequently becomes a variety (hence, ‘dialect’) of its own because it becomes associated with this particular function.”
The definition has stated that the language of advertising is somehow different from normal language. Although advertisers always aim at being as close as possible to their customers, the most striking difference between the two kinds of languages is that advertising language is always well-planned in advance, and rarely random.
To achieve the functions of drawing the attention, building the interest and stimulating the desire to buy the products among customers, the language used in advertising should be impressive, credible and stimulated. Schrank (1996) points out some techniques commonly used by advertisers in creating informative and persuasive advertisements.
The first technique employed is “the weasel claim”. Weasel words or claims are the words used to say something, but actually they say the opposite or nothing at all. Common weasel words are help, virtually, act, work, refresh, fight, tackle, strengthen, etc.
“”Leaves dishes virtually spotless” – …
The next technique introduced is “the unfinished claim” in which advertisers claim that their products are better and have more of something but never finish their comparison.
“Fashion and more” – Triumph underwear
Another technique used by advertisers is called “We are different and unique”. The products advertised here are claimed to be the best and special in some aspects.
Like.no.other – Sony
Think different – Apple computer
Some advertisers make their advertisements special by not stating anything special at all. This technique is called “water is wet” in which the true and obvious characteristics of the products are pointed out.
TV you can watch – Nick-at-Nite
In the technique called “So what claim”, an advantage of the product over other products of the same type is stated.
Television for women – Lifetime Television
A lot of meaningless words will be found in the advertisements using the technique called “the vague claim” which encourages customers stretch out their imagination and ability of inferring things.
If it’s one, it’s in – Radio Times
To make their messages sound credible and more persuasive, some advertisers use a technique called “sci...

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