Language of Advertising

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K. S.

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This flashcard set helps university-level learners of English understand the language of advertising. It focuses on vocabulary and expressions used in advertising, including terms like "pun," "stereotype," and "phoney foreign languages." The platform supports backward learning, allowing users to reverse the learning direction from the target language to the source language. This set is ideal for students and professionals aiming to enhance their communication skills and understand the nuances of advertising language.

Cartes-fiches

Utilisateurs

Langue

Anglais

Catégorie

Anglais

Niveau

Université

Créé / Mis à jour

23.05.2016 / 23.05.2016

Fichiers de cartes similaires

spelling

Beanz Meanz Heinz

puns on foreign words

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. H2eau (Perrier)

statements

the sentence type that makes true or false assertions about the world; also called declarative. Heinken refreshes parts other beers cannot reach. (Heineken)

questions

the sentence type in which the speaker seeks information from the hearer; also called interrogative. Afraid of the dark, Lagerboy? (Hobgoblin)

commands

the sentence type in which the speaker directs the hearer to do something; also called imperative. Think outside the bun (Taco Bell)

exclamations

the sentence type that expresses surprise or strong emotion, marked with ! It's love at first bite! (Kraft margarine)

grammatical deviation

unexpected irregularity, a breaking of a norm or a pattern of sound or structure by using grammar. You leave. Arrive before. (Concorde)

Quality

Make your contribution to the conversation one that is true. Stay at home and have pub lunch --> not possible (Crosse&Blackwell)

Quantity

Make your contributions as informative as required and not more informative than is required. Innocent censored ad

Manner

Avoid obscurity, ambiguity; be brief and orderly. I never want children are great (Swisslife)

Relation

Make your contributions relevant to the conversation. Nike woman ads

ironic labels

The packet of bacon explained (Danish bacon)

setting up (un)favourable character. I never read the Economist. Manager trainee, Aged 42 (The Economist)

He / She / They

social observation, comparison; setting up character. Is she ... Or isn't she? (Miss Clairol haircolour)

We / Us

can present corporation as a person who could interact with the reader. You&Us Available in two locations, Everywhere and right next to you (UBS)

Pronouns

one of a closed list of words that can be used to take the place of a noun or noun phrase. You know that tired feeling at 5PM? Neither do we. (Balance)

foreign languages

Vorsprung durch Technik (Audi)

phoney foreign languages

Port Salut Mais que sarniŽ feux yer l'anche

stereotype

a widely held but fixed and oversimplified image or idea of a particular type of person or thing. It'll blow your mind (Burger King)

pun

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)

affective meaning

Commandes clavier:

= tourner,

= avant/arrière,

= faire défiler

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

anchorage

Commandes clavier:

= tourner,

= avant/arrière,

= faire défiler

A kind of image-text relation where the image pins down the meaning of an ambiguous text. Guy in Sauna (Right Guard deodorant)

assonance

Commandes clavier:

= tourner,

= avant/arrière,

= faire défiler

The repetition of vowel sounds. Gillette, the best a man can get.

chime

Commandes clavier:

= tourner,

= avant/arrière,

= faire défiler

A kind of sound patterning where the beginnings of key words within a short phrase sound alike. Come to Comet

collocative meaning

Commandes clavier:

= tourner,

= avant/arrière,

= faire défiler

A type of associative meaning that a word acquires from other words which it typically co-occurs with. Juvenile Section

conceptual meaning

Commandes clavier:

= tourner,

= avant/arrière,

= faire défiler

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)

concordance

Commandes clavier:

= tourner,

= avant/arrière,

= faire défiler

A listing of a given word or phrase in a text, showing the surrounding context on either side

consonance

Commandes clavier:

= tourner,

= avant/arrière,

= faire défiler

The repetition of consonant sounds. (alliteration). Don't dream it, drive it (Jaguar)

deixis

Commandes clavier:

= tourner,

= avant/arrière,

= faire défiler

An indication of time, space, or person, whose interpretation is relative to the immediate context. What begins here never ends (Eternity by Calvin Klein)

dialect

Commandes clavier:

= tourner,

= avant/arrière,

= faire défiler

A systematic variant of a language which involves differences in grammar and vocabulary. ASDA runner advert

ellipsis

The omission of words within a sentence, where these words can normally be inferred from the context. It is. Are you? (The Independent)

filled pauses

The technical term for hesitation particles in spoken language such as "um", "ah", "erm". Rivell-ah

foregrounding

A phenomenon where one part of a text or image stands out from the rest. John Galliano perfume ad

grammatical parallelism

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.

homographs

A pair of words which are spelled the same but are pronounced differently

homophones

A pair of words which are pronounced alike but spelled differently. The grate outdoors (Bick's relish)

_ icon

A kind of sign where the signifier looks exactly like the signified. Coca-Cola bottle

_ implicature

What is generated when a speaker or writer makes use of indirectness.

_ index

A kind of sign where there is a cause-effect relationship between the signifier and signified. Motorola shape

_ interdiscursivity

The borrowing of conventions from one discourse type into another discourse type VW "perfume" ad 'fragrance of Umwelt'

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Cartes-fiches

spelling

Beanz Meanz Heinz

puns on foreign words

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. H2eau (Perrier)

statements

the sentence type that makes true or false assertions about the world; also called declarative. Heinken refreshes parts other beers cannot reach. (Heineken)

questions

the sentence type in which the speaker seeks information from the hearer; also called interrogative. Afraid of the dark, Lagerboy? (Hobgoblin)

commands

the sentence type in which the speaker directs the hearer to do something; also called imperative. Think outside the bun (Taco Bell)

exclamations

the sentence type that expresses surprise or strong emotion, marked with ! It's love at first bite! (Kraft margarine)

grammatical deviation

unexpected irregularity, a breaking of a norm or a pattern of sound or structure by using grammar. You leave. Arrive before. (Concorde)

Quality

Make your contribution to the conversation one that is true. Stay at home and have pub lunch --> not possible (Crosse&Blackwell)

Quantity

Make your contributions as informative as required and not more informative than is required. Innocent censored ad

Manner

Avoid obscurity, ambiguity; be brief and orderly. I never want children are great (Swisslife)

Relation

Make your contributions relevant to the conversation. Nike woman ads

ironic labels

The packet of bacon explained (Danish bacon)

setting up (un)favourable character. I never read the Economist. Manager trainee, Aged 42 (The Economist)

He / She / They

social observation, comparison; setting up character. Is she ... Or isn't she? (Miss Clairol haircolour)

We / Us

can present corporation as a person who could interact with the reader. You&Us Available in two locations, Everywhere and right next to you (UBS)

Pronouns

one of a closed list of words that can be used to take the place of a noun or noun phrase. You know that tired feeling at 5PM? Neither do we. (Balance)

foreign languages

Vorsprung durch Technik (Audi)

phoney foreign languages

Port Salut Mais que sarniŽ feux yer l'anche

stereotype

a widely held but fixed and oversimplified image or idea of a particular type of person or thing. It'll blow your mind (Burger King)

pun

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)

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