Language of Advertising
Terms for Course
Terms for Course
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Cartes-fiches
A kind of associative meaning that relates to the emotional charge of an expression. Snuggle exhilariations (washing liquids) waking up / coming to life, drying up / snuggling up
A kind of image-text relation where the image pins down the meaning of an ambiguous text. Guy in Sauna (Right Guard deodorant)
The repetition of vowel sounds. Gillette, the best a man can get.
A kind of sound patterning where the beginnings of key words within a short phrase sound alike. Come to Comet
A type of associative meaning that a word acquires from other words which it typically co-occurs with. Juvenile Section
The "basic" meaning of a word that we would expect to find if we looked it up in a dictionary. (denotative meaning). 57 varities (Heinz)
A listing of a given word or phrase in a text, showing the surrounding context on either side
The repetition of consonant sounds. (alliteration). Don't dream it, drive it (Jaguar)
An indication of time, space, or person, whose interpretation is relative to the immediate context. What begins here never ends (Eternity by Calvin Klein)
A systematic variant of a language which involves differences in grammar and vocabulary. ASDA runner advert
The omission of words within a sentence, where these words can normally be inferred from the context. It is. Are you? (The Independent)
The technical term for hesitation particles in spoken language such as "um", "ah", "erm". Rivell-ah
A phenomenon where one part of a text or image stands out from the rest. John Galliano perfume ad
The repetition of similar sentence structures, normally with some variation in the actual words used. 40 calories of Blackwell tart. 40 calories of Cadbury's chocolate. Less calories, more Cadbury's.
A pair of words which are spelled the same but are pronounced differently
A pair of words which are pronounced alike but spelled differently. The grate outdoors (Bick's relish)
A kind of sign where the signifier looks exactly like the signified. Coca-Cola bottle
What is generated when a speaker or writer makes use of indirectness.
A kind of sign where there is a cause-effect relationship between the signifier and signified. Motorola shape
The borrowing of conventions from one discourse type into another discourse type VW "perfume" ad 'fragrance of Umwelt'
A direct quotation or allusion to a specific other text, image, film, or piece of music. editing in a clip from "The Great Escape" into a Holsten Pils ad.
Roland Barthes' term for a set of shared cultural associations, especially (but not exclusively) in relation to another nationality. Yorkshire Plusnet
The phenomenon where a single word has more than one meaning. You run. The colours don't (Daz DyeLock)
A type of associative meaning that is inherited from other meanings of the same word. F.C.U.K. advertising. Satisfaction with every erection (Pegasus Scaffolding)
A type of relationship between text and image where a reader has to skip back and forth between them in order to grasp the full meaning. Take back control (Voltaren Puppetry)
A kind of associative meaning where the use of a word tells us something about the person using it (Allinson)
In the analysis of metaphor, the field of experience from which a comparison is taken -
A kind of sign where the relationship between the signifier and signified is purely arbitrary and the result of cultural convention. Coca-Cola logo
In metaphor, the field of experience to which a comparison is applied
the figure of speech in which one thing (X) is spoken of in terms of another (Y). "Miller's Ð the champagne of bottled beers".
a kind of multiple meaning in which two or more unrelated words are spelled and sound the same. Is this the little flat you promised me? B. F. Goodrich
a relation of meanings in which a word or sentence has a range of possible interpretations that cannot be divided into separate and distinct meanings. Probably the best lager in the world (Carlsberg)
57 varieties (Heinz)
repetition of the last sounds of words, as at the ends of lines of poetry. Don't be vague. Ask for Haig (Haig Whiskey)
Exxxtra matured (Canadian cheddar)
A kinf od associate meaning where one word will trigger a network of associations. Keep discovering until you find the best. (Virgin Atlantic)
I hate Lucozade because it gets me back to school
a play on words in which one word has two or more meanings, or one sentence structure can be interpreted in more than one way. Players Please (Players Navy Cut cigarettes)
a figure of speech in which one thing is compared to another, and it is marked by an explicit comparison word such as like or as. Nothing runs like a Deere. (Deere)
Pepsodent toothpaste advert with jingle, visual repetition (e.g. Coca-Cola)
