The Discourse of Advertising he Discourse of Advertsing explores the language of contemporary ‘aivertning. The words of avertnements ave nol viewed ia ssltion, Tomoser, but complex inlertton sth music and pictures, oer texts ro them, an the people who make and experince the “Ths send edion considers advertising i the context of cure changes in commumeation All chapters have been fully vevsod nd ‘rte, and stant ne material has en added. The soe une ton and aesthete effects of advertisement ve comprehensively analyed ‘eros wide range of eed, toms blboads to email ad the Inert Controversy advertaemenis re contrasted and compared with Kerary texts throughout The book cel expans relevant concepts from sem ‘ots, poste, ad linguistics, and can serve as an introduction (all | those Uiniplines. Practeal exereses to stimulate fuer dseusion are included atte end ofeach chapter This compelemive ad invaluable reference guide al apocts of the language of eeversng Guy Cook i= Profesor of Applied Linguistics the University of Reading He has polished widely om discourse alysis and the teaching fof langage and erature. His presious books inclade Discourse (19), Discoure and Liernure (18), the winerof the Modees Languages ‘Associaton ‘Kenneth Midenberger Prac Language Play, Language earning (20.‘The INTERFACE Series The Discourse of Second Edition Amps eae! Fon ys Guy Cook Ft Washons et on Sep Laue in Popa Fin Engin Specs nd Wing ater Nah Investgng ganged erate Lange Tet nd Cote obec Hager nage spate a celia ‘Lange thro Literstoe Pater Langage - sag und banat iew A2inedvcn ones ngs aad Pin of View ety sy Eng Poewy Shinar ik aot splorng the Language of Dra ate herd ey our Cupeper, The Ser Foe Rona Carter rtesor of Modo Epi Language tthe Unrayof Case! Projet (LINC! oe 1890 182 picsepieteiensesta Roxane an nie ei os ec y : a LibreContents Lis of itustrations “Acknowledgements 1 Introduction: the genre of the advertisement ‘Materials 2 Substance and surroundings 3 Pictures, musi, speech and writing 4 Language and paralanguage Test 5 Words and phrases 6 Prosody, paaletism, pootry 7 Connected text People 8 Narrative voices 9. Ways of heating 10 Conclusion the genre ofthe advertisement Bibliography Indes 25 n 2 64 195 9 1 wn 2a 219Figures 1 teraction of lemons in es 2 A Commins Pary toca 3 contemporary hinguran advertisement, “Aun advertiement fom the USA. 'S Soman elatomshons and doe | Hlcratey of dseoer and chaptrs inthis tok 17 Feature of genes ES A apanesesdvertnment fora mariage agency. 21 A Dutch foe hamburgers 22 ‘Fight Seconds adhertsement for Busines 2 23. People and aus 24 A gato onan ad 25 Direct mail Suwons an a for The Tes Tegal section 26° Anemall ai 31 Wonder The power of pictures to distract, 32. “The Perle Combination advertiser fr Spite 33. Whigloy’s chong umn Lant Stick 34 Concentric word n'Lan Stick” 35 “Shar advertisment forthe Volkswagen Shari, 41. Panaigmati seleceon and symagmatc combinations of 42 Metaphors and pur expresed ss elatons between sigs snd signed 43° Talking beade 44 Mixing up the signers sm advertisement for “eu? (French Connection UK). 45. Panlinguste and tnguitic ffx 46 _Lypstipsalve slog: LYPSYLed witha hs. 447. ‘RhinFores advertisement for Rew Gardens, 44K Squialsin Pron Shandy. 449. Advernoment for Kattan 4410 From an adversenent for Maxwell House instant cll, o ar as 4 an hzabeth Taylors Pasion perfume a Fire Bucket an advertisement or Guinnes ove Blak Heat an advertisment for Black Heart Rum, ‘Dabo Dub Dubonne on avertacment for Dubwanet aperi Becta advertaoment for A tsurance. TE TAO hat product log, Advert for Tiger Bor Kodak, Ford and Kelas logen From an ad for Gianni Versace pefome mbm of The Natural History Mossi. Te ype of dacour, Meaning of ie Griffin F Meanings of Me Grif in The Subatof bs an hers aertisement forthe Subaru state 1 ad ty (Car aekeing in 197 Pleasure in Everything an advertisement for Armitage Shanks batho ‘Gow with Contec From an aerisement for P&O Scotts feis, Double exophort of you Advertisement for Pie cordless phones. “Thomisadvertnement for Clara Farewash Advertisement for Secret Weapon ip. ‘A sew of equivalent participants is Heature and as Narrative pathways rm author woud (1). arate pathways from author ede). ‘Ash Tay antesmoking advertises ectingadvortnement for The Royal Navy ‘Advertsnent or Barnard lett Chir advertisment fr United Colours of ss 6 4 » » » o 10 hb uo us reAcknowledgements Two people deserve capil thanks forthe invaluable lp and encour ‘iement they have given me in preparing his substantially eve cond Siiton: Elena Pptsova Cook or hee constant patience nd soppt se for pursing the oat hive of copyright older; Kiran O'Valoran for his meticulous reading of the mane ad pereepive sues on very supe of iron the nn ior deta the fangs theoreti ‘While wing this book, I have ao benefited from ascusion of contemporary advertising (and the global economy i wich st thaves) svith many students, Trends and colleagues, im particule David Block, Levis Ginert, Mase Lange, Greg Myers, Alson Sealey. Barbara Sclhoter Tony Smith, Henry Widdowson, and Malcolm Willams. ‘iso thank Ron Carter the etor of ths sors, for his continued auusism ad support for this project which ony a imal part his onsbaton fo the muy of langeage and Marature. 1 any aso satu Lois Semiyen, Kathrine Jacobson and Chstabel Kikpatickat Rou lege for thet lency and enddrance in dealing wl my latcrminabe ‘eres au permission and pits. There ate many as quod and reer 1 inthis book, Some manu focturers and adverisers wore. frendly and Help; oles Were tncnly,consonly unavailable, refused pemisoon, of tod 10 pet ‘stde me change what had writen Te former extgory were ple href usinese with andl nt I inerely hope be at a dated wath ny comments “The publishers and would abo ike to acknowl paetlly the we of opyrght mater inthe sratons nd text for the Tallon people al rzanizations Figure 1.2 May Day Celebrations sortesy of the Hukon Getty Pitre Collen: Figure 22 Hines 2a: Futurone igure 23 Ties leg section ade Times Newspapers Lik gure 3 Wonderbra ad Pages Europe: Figue #2 Coon olas Spates drink ade Cost-Cola GreatSih Acknowedgemens Briain and ftland. “Seite” registered trade mark of The Coca-Cola Company. "Spite igh 4 trae mark of The Casi-Cola Company an fare reproduced wih kind permission from ‘The Cost-Cola Company. Figure 3.3 Wrgly'serewing gum ac sil by courtesy of The Wigey {Company Lud Figure $5 -VW Sharan at Voukswagen UK: figure FCUK ad: French Connection Group Pie reproduce courtesy of ‘TBWA/London, UK: fgure-46 Lypyl at Novartis Consumer Heal UK, Lid: ure 47 Kew Gardens ad: Kew Gardens: Figur 4.) Kattoneat at Friskies Potcare (UK) Luk Figure 410 Maxwell House ad: Kraft Foods Inc Pure 112 Guiness ae Guiness Great Basin, courtesy of AMV.BBDO: Figure £17 Blick Heart Rum s-Alled Burns Spits nd Wine ad: Figure 6 AA lmsurance wl The AA: Figure 4 16°TE FAO, Togo: Kuan Lid: Pure 17 Tiger Beer Asia Pace Brower Lid igre 418 Kodak op printed courtesy of Eastin Keak Company: Kell logo: The Kelop logo repre by permisnon of Kelly Company: Figure 419 Giovanni Versice ad: Versice spi Figure 420 Natural History Muscuo logo: Natural History Museu; Figure 3 Subarad: Subaru (UK) Lid: Figure 58 Nudity Sells Ca: courtesy ofthe Hulton Getty Petre Colleton: Figure 33 Armitage Shanks Asner sean Standard Plumbiag (UK) Lid: Figure 62 Comte au The Res Cointreau Group: Fie 72 Pips cordes phones ad: Philips Conse Communications; Figwe 73 Clearanil ade Grey Worldwide, Figure 7-1 Secret Weapon lpsck a: Superdry. Auvertsemen prac By Bates UK tor Superdrug: Figure 4 Astra) anti-smoking a Hlth Promotion England Figore 83 Rayal Navy ad: The Royal Navy: Figure 1. Bache ‘dos a arnardos, Faure 702 Benetton ad: photograph by Laci Devin, produced by permission of Betton Group spa Ina Staton ofthe Met’ by Ezra Pound, rom PERSONAE, copyright (01826 by Ea Pound. Reprited by pormisson of New Directions Pu lishing Corp aso by permision of Faber aa Fae Ligh exer Ios The Great Gothy by F Sect Fiesta opine with permision of Charles Scribner's Sons excert from Bis by Peter Carey reproduced by Kind [permission of Faber and Faber Li: tw ines (rom Sunny Press rom olected Poems by hip Larkin, produced by kind person of Faber and Faber Lid ‘This Just To Say" fem Coveced Poot by Willan Carlos Wits, poblshed by Carcane Pres Ld. Reprinted by kind ps. mission of Carcanet Press Lut: words used in LOcal advertisement Feproduced by Hind permission of L'Oréat Shall Be Fre’ writen 6) Bob Dylan, reprinted Fy kind permision af SonyiATY Music Polishing tua, 1 Introduction ‘The genre of the advertisement aw Incontemporty sai, abersing is everwhere. We cnn walk on {he set shy. weevil, go hog or ma oon to he Mer net rea’ omspapet ake an Wiha eounciag Whebe we re aone wih ou en ora. orn arom soversing ava crn fol on sae ot someting weve ang Gent gu i Sse many op etn py etn oh Aa is ever the proanme tcy se watching, ever the Iter they re wating farce he bse they are song nor the ptf the now Torr icy ave teaing esp al th cove sd sl nt resto, a trike spt in sapped vey econ Smuching). or ppl (it rvd on sde) sme ieo mn Saha atone fly py aa ook thy put pointing ples and tears ius Dal Inirisingatcn regarded a a poihoral eesti exept bythe Sc vled in ht so, becrne tanger our cet foeriat Martian anthopolgs) wuld probly be sae by Che Fromicnce ad quis avert. and ght reasoay pay mae ‘cnn taf he te of Mera cence and jour ‘inh wey we ale more ighiy.-Adbertaig cverywes ba tonic: Ajo sino he hook poe the resus a spr Covi aot tie hsp in nin of ow promi, fl and dct poston hi not ely of eo comme tion, mn of wich ave rly wacontrovera Few peopl, an. hw st i aba eo fr cys a pe Or evr anu stnge feng Some peo fest ta une ture E'rautinfvian aay of eng th Cima cd ae a nse Sar wna ope nde, an that cena ors a an ston upon ito In ths eps averting on fhe mt controversial Dice prry genres pry bert lly newt ao bese iTib lmelytsoated wih the nae of the competitive igre study adverts2 tnouction lal market cenon in whch thi, work hese by socal ane Environmental problems, alverining canbe san a gpl 1 consume more akg he tiated or mae 9 appeal ing wo pet, wory and anbivon On the hr and my Be ged that many as ore sil lever nd amin. ad that sno mae thom a scapegoat for he sorrows of INE modern wer Ths oak someone their pinion faust In general oo parla can Be'bembrk yp an emai and espa ehrged dacs, ‘cit in ed sl psn athe pan heaton rom the sats gue Inde oie rea in avrg el be sl ~ ty seeing to alto tw eateries. Inca a nse terms fig crate one cenry a amoral esther mer yi dec dent ary andthe ater ss vcr soins mosis appalled a fs mate. ssn The ins ty with es of working i aeney he Inter bive tht enderstandng averting they wil eat: eflects nd improve the world. This simple dhtomy slums an exe feted. Thee ave ceriny ny more dee cnepores ia hess {wo bands Nevertheless degre of th, Advent one ch bth eases and eves extn soc veins Fa ht fea a tn educavonat sting. averting con Be sus = ying ih he his maori eral tation “or sce ret sus the dstucton ofthe eavrnmen the weak gap Cot win and fewen counts the msi of can and capt the rth if'a word etre, he tage of fom and atte, th sas ot tr and popu clr, the eoasaquenr ofr eon ahd high ecology Few gees tn generate so much contunes, ‘On the eter hand sme of the sharps of car eens of nin ay Have ahi The fence of etn mow on 0 ‘shake ae cre, even to opponents that the fay hat foul sueny be wep sy, by eter evolation or recon, Sees to have rete, tee largest aerting tow has sry smst ‘etyahee People rv up nh and gow ted oso tha re hen itis pce ava lt ao percved ar nae and unarhae Indo, averting fal change, Dstming ore sea mone émeraning than te ee harden ofthe 50a Te hough rs ‘ery su an be sce moe perio). Tete as bean apart Sheng of atin tomar contemporary probs Some ak aks show ot envionment conan Of supa for soa te, of Wing To improve public helt This apparent sol conscience ay gh the to thre ey dere jment: Assn othe saan by sone ‘kang averse 5 pubic Tor sdnriing to lace nue sos well for Bad the send ew, nversing aval nd ferey refs sates anc changes nak, whether god ta Wh ‘Ho: 252-45): Inet vow he appre a onsen pes some ads is imply fount, ad ads a ns a ener of ein $Snnosts Jesper evan serica ewronmentlsoneen yn sls follabon, tne rng form ths fast iw may arg tat Both Sonoy soca explaton an inequality, ene nthe destuton of the pine al notably hak to each oho, a hat severing ‘Routan expesion oth apoclypic nity nd depen! upon ‘rst, ly emesis ti otomapys creo psa ye wy whi ne fle memo Table cys and stung. New ath evoke commen The words and {Eons of ad often come to pople' mins more realy thn those of fovel and pcm and ply an hey arc eal wath re sh {Scand enter tan foveal none on wich fe {oon coves wna nd in whch the fve ofr deed soem hat Sith many ay me sfc, contadtory retin: voll son tincons enjoyment consaous rive rojo. With othr gente me sual know wher ur alts with as we ej cont “These however. ve gern, th about as an about people and avough vets seo e hogs and ect Imet totional and csc, uch generations immediately Tan Ino {rouble sone pts he word eel meter Ete Noh ‘merc. theres fon tein of bepress tert and thee fore perhaps mow erage and amd spin bout than thee invcountrie ia whih pore advertng eae) new In those ce concen sbout the damage done ty linatona aortng Test away felt more sony, ad opanon poli I ten (Sn towards glation sonic tse lms neil hat they wits then paths sch ferences wl (cay ares Te ‘nthe oir tundierent mais take th own eto then th Senge may coats rere. Suing how fast some cities of {verisng bv face dat an own, salvo te assumption that ime stuus qu wl esto tht Tor anyone sh inp ow wl hang i hau vfs 9 partly Bis 00 tte to ah. hope may yet stile ade note pls and times eet thc own advereing away appropiate 12 Advertsing as discowne The purpose of ths book to analyse ae tenure Although the main focus of scone analyst ison lngange, tou concerned Wi la mate ane tals examines the context communication: who is com Sneating with whom and why: im what kind of society and situation Thvough what median; howe elfren! types an acts of commoniation ‘volved, and their relationship to eachother. When music and pitres ‘Sine wih langage To alter of ad to ws meaning, then discourse “nals must coed these mode of communication oo4 tnvoduction ‘The breadth ofthis spproseh is justi hy the bit that nether pe ‘sie aes of ommunicaion ao the intermat mechs of language an te wel understood in ay eer way Contrary to the theory an pace ‘of some schools of linguistics, which eet language a 2 ety Holted ject, deourse analyse ews language an contet haiti 'As theres © good dal of dispute over the terms “one. “tex” and ‘sicoure' shall oedo say more precsly how 1a going se them here “eat i sed to mean lingua forms, temporarily anata spe rated from contest a he purposes of analy, ‘Context includes le the towing 1st: the ys materia which ries or ely text 2 minicar 3 paralanguage: ciel behaviour ascompanying ligung, sch as ‘ce aly gestures fal expesone and ouch ar pec) and hoi of pace ad eer ss Cin ig) 4+ ‘Saaion: he properties kts of jes and people inthe tii of he ex petted he pris 5 ctxt: text whch asso low tat ander nays and which fertpons judge tohsong othe some doure 6 nett tot wich the pipe pore a belonging to other discourse, but whe they aoc wth the text under conscraton ta which ft th ttespeation 7 parpane their eons and inerttons, Knowledge and ett tae tation sd tings Each pain simul unt 4 pat of the context and ay tiverer oti acne sally deserted as senders ad ceiver (Th sear mee ‘ot amas te samess the ares, however, the prion who lay {itn television al for example, the adress tay ean eto though the senders an advising agony. Neither the rece always the ares. the person for whom ti iemka The deueses maybe Ses target ouput he restr anyone sthoseethe a) Tanto wht the txt is intended to-do by the seers and ‘Mlrewor or pect do bythe resets and addveseas Discourse (in the Sense use inthis book!) tet and cintent together interacting in away wish porcived x meaning and und by the participants (who are both pat of the context and observers of The {isk of discourse analysis to dasribo both his phenomenon i genera land pacar stances of und to say how pareipantsdsiogus se {ype of discourse rom another. To do ths nacdsto pay lose attention at man tne oss ct as ets pe Irducton 5 derstand, discourse analysis is sometimes accused of being lar and rather mes, for M cannot bring to analysis the, precon of sppedaces which late one facet of communication from others. Tis a promise of this book, however thatthe precision of such methods is Fought a the pice of srprescting the complexity of human comm ‘eation Te td of anguage must tke contest into aecoun, because la [spe is always in cones and thee are no acts of communication Setboutparcpant intrtxt, situations, pralanguge and substance Denial of this may ye dy descsipions and theories wih pretensions to fxpin. comprehensively “bow language works” Bul unless such tpprnichos are am intermediate stage of descpton, 2 temporary tate proveding roinlepraton of this faristed objet with context nat ‘lar eh & boing anafaed. Language valy ext oo is ova i the invented examples of formal Hgusies textbooks. There seams tle Tint However, tony theory wbich cleanly deseribes something i cet Foritelt esconclsions are Geer wd soy. ‘By relising to ignore antes dscourne analysis embarks upon a journey wth no destiation. Yet his sa necessary coniton of ts ibe. Discoue~ especally Uscoutse a complex as advertsing~ alvays holds ‘ut more to be anaeed leaves more tobe sid. But ths noed nat Be & fine for despair, H would be both depresang and slldcsptive 1 believe that one cou exhaust ll the spots othe gone and presen an answer tal the probes poses. Many studies 0 averting do separate out component fas, concen teat on ane ra fe, ad ighore theaters Th there ae studies ofthe tenguage of adverdsing which have litle or nothing to sty abot sp turer and music or the people who create but There are also studies hick describe te pictures of advertising without paying any atetion Tanguage. Recareh within the advertsing uss oiten concentrates solely po receivers of as, ends debating how best to divide them. inventing ever more delicate categories (Irndescowoy "punta ‘lle “wlan “walitonaliss tc") and asussing thei feats with ever more sophisticated tochnigues, Describing verising a Us Course both more complex amd more ict han any of these fnproachs, for meas eying, o debe al thee elements and thet fects on each oer. Axa sartng point, te approach may be summed ‘opby Figure 1 ovelet) Ama sa interaction of elements 'A’problcm ito decide whether we shoul put ay of these factors the eee ofthe dg, and hus by smpbaton. atthe cent of our approach (In the diagram the cen he wleraction of al the elements around, and it seise there i thing there) One possibility, for "ample, would be to pat the text of the ad Gs mors and perhaps He ‘muse and plete) at the cente, making # sable pent to wheal the ther elements ate. Ts book attempts na odo ths. Though the focus ‘om language abl ry alas to oe language in rlaon to he otherpevpaee spect can a states aS — Pree 1 Ineriton of cements ements, remembering tht change in any one element usualy entails ange in the whole. Am ad is nt a tangible or stable enti. Hs the ‘namic synthesis of rany component, and comes into being hough ‘em This interdependence of elements is aot peculiar 1 the ele which happens tobe atte entre of Figure Lt ~ advertisement tae ofall the oter elements inthe Reure too. Each comes into existence Through the interaction of the aor: A society ts senders, reeiers, sures fnstations. A patkiant fined by hi of er Ligue, pasta tag, postion in bvie and knowiedgeof oer discourses Th aiton to is exsonce in the Hee ad ow, each element of com ‘munication which makes upan ad or anyother et of communication hs 8 Iistory Figure I dos mt take this to esount, but presets sy ‘roe soapehot of moment tke and ares the dlehrone History ofeach pac ‘Although cis somesines said that there have eon ads at east singe slasial times ~ the earliest known od supposedly Beng fora brothel 0 Ephoros(D. White 198) ~ advertising in the eft of colour magazines, 'clevsion, and the Intemet sn new phenomenon both innate, aunty and effec. Yet, although contemporary advertising relatively young, tready has consider tration, Each new ads countered age background of thousands of car ads The effect of reaing i the onext of ration fel Known inthe study of Hiterary discourse, and what most university Iteraure courses devote themselves to developing i thot students but often overlooked in discussions of ads, pernaps aca me when acertsing seemed new an teaton-fce il wel ain ting erory. Nowadays, we donot experience averting 9 Now phenomenon, sk pura the ese im the 1950 and (9 any facade sts have bon sow to realize thi. They read ain ation {tom the past, dscuntng th ele of the growing taditon and pate pant tad kml ol 13 Genres ‘Both individuals nd societies pour out couse al the tine, bat its wo for them, an amorphous and undistinguished steam, Iti part of pevson's cultural competence wo divide the discourse oftheir soe in Unis ove those units name, aed to sgn thom to categorie, Some instances discourse are peteived to be comersions, for sxample folbers are consulaaons. lessons news bullets, eas, brochures, prayers. saubbles, stories jokes. plas, web pages, prion, hands, ‘per, soup oper. panes. fins. There are hundreds of sock eatepores {Dinter 1985) or gone term bore! by discourse nals rom It rary studs, and deta by Shales (980: 8) ssa das of eam tre evens which share some sto communal purposes “These purposes. consute the rama fr the gst This aio ale saps the Schemati sructre ofthe disor and inflosnces fd constrains eboice af eamten and atl... In ation to pape, Xemplars of «gone exit various patterns of imaity n ferme of Strutue, sil, conten snd intended nonce Gentes oft morge ito each other and dey exaet definition, (Advert ‘ing 36 we shal se, a parca slippery ene) A even pce of fourse may exerphy several genres at once. There i nothing etully elusive, for example, inthe Terms sor’ joke" an atoon and peso of discourse cui he all thee a once Gene ieteation ks Involves oa-verbal forms of communication. Fis sully hve dogs Put noc aways, and even whan they Jo the relative impotanse of words Jind pte Yaris comsiderably, not ony rom i i, Mos omy Spelator to spectator. The same ite of ade Tre are ade without an ‘lage orn which Language plays sora part. The importance of genres theory communication ahd of the wy patipanta recognize them, i another feason why discourse analyst Snot he init to deserptions of extractions or weliations (which ‘that single sentences often tre), but nods to describe oth we tes Si thee context, nln yea substance In poss, genre went fation may fe invenced by whether the langage shoved orang, Sthother ie beamed down from a satelite to millions television ‘ereens. or whispered in darks to one person through te gill ia Eenesional In wing, i ay be infenced by whether the sommuni tio sseribie in ene mused in gol sted frm gant en tes ‘ranked by laine strains and nson the World Wide Web, ‘Genres muy be desert terms oftheir seca anton, bot eaualy societies may be categorized in terms ofthe genres they de: From 145 Unt the ed ofthe 19, the averting of gos m Eastern Europe ot the Soviet Union, though not altogether unkown, ws taking rare. IsOe Pre 12 % Conus Paty hzang May Day (Iration! Latour’ ay) {Clatosi ReuSouare Mow 87, cory lon Gets lence tack stor ram epitalist counties very fos: ae walls in ‘eto stations, unbroken print in aewspapes, mai delivers watbout ct fats There was however a genre (ella in Rasa the foc) which ‘errno ound inthe eaptalistcountis a hoarding, neon sign o tp of Fed material bearing # cemmans slogan (sce Fire 12). pti place by the authorities and adres to the population i generals the Eastern [Buropean societies changed, the foun disappeared, and ne, capitalist enresbcome more pronincit Proeninenl among these was adverts that notype Earn Eup avertements ate very snot thse inthe West (Fguee 13) Changes in generar native of Fad socal change, Throughow ie 19% and into the 200, advertising hs both colonized new terrtories and become ever more prominent tS homelands, Ax such ean be an important key to hema and iteetion fof the changes ofthis peed: globalization and the homogenization of ‘markets nd poll syn ‘Now, advertising fa prominent gone i vitally all comtemporary Soci, and shal wrt though you the sede, He me, the writer live in socely where te nkeady well established. I this assumption hick mothates my use ef the ward 1.4 Defining advertisements usa genre Defined very general, advertising the promotion of goo or services forse trough impersonal meds" (he Collar Concise Dictionary). In this book, however the term is erpete bh mare broly ahd more narowiy: more broadly because it inctades ak whe lo not ler product a all: move arrowiy because dr not deal with everything ‘which such deition enconpassen With the advent of TV adverts it the 108s, advertising was transformed in characte, und came mich ‘more various than th simple dctonry dtintion agus Th fact that Such a detaition wil encompass everthing from market ike ering foods for sale in the mot sraighforard terms (Lovey Bann, Sp Pound) 104 mulismilion pound thirysecond TV mine-drama, of pubsng “popup window onthe Work? Wide Web, indies that our Socabulaty has aot kept pace with change, Advertsing atthe Deine fF the wen Hist eantuy i rae dierent from that of the 19 tnd 19h, though abo ia a wiect ine of decent (om Ht There fst lear point of change, ba the wecoriion that there have Boe change Te defining features of the medernaveriement ws. genre are sr prssinly har to pia dwn = and Usb not ry too this oil the Hal ‘Shaptor Many people decid, when faced wit the problem of detnition,thatthe cri feature whieh distinguishes advertisements fom related jssnnes i their fedion, which alvays to peru poople to Buy friar prodoct. They may add that, whatever che it may sy, ad ‘must sways contain the name ofa product. Yet there are number of ‘avon to reject thes populr elton. Fy, thes are adventse= ‘ments which do not sell anything, But plead or wary oF seek suppor. Urging ws for example, to oid ear alka by eating more hel. and drawing attention tothe existence of The Brash Heart Founda, Sscondy, there ae instances of other enzes, such a8 ports or son which come ads by being used in particule way (process which my he revert, alloung alto become a poo) Thirdly even i he majority of ads have the funtion of persuading their sdroses to iy, this snot thee oly function. They may’ also amuse, iorm, misinor, worry or warm. Itcan Be atgued that these other fetions are all he service of a main fncion hich is usualy to sell ltemativey, even Selig ads perform multiple functions which are more or less axonomous (eatever manufaetrers may tlie). Moreover ian a defined by is Selling uncon stone then ane might wonder hat it becomes when the Products mo longer avalible, of when the wsier s momcone who not oF wll ot hy he prods. Lean ecive as for igrete: ube tm, tampons, dente lamers and holiday athe Babs, hovh Fom-snoking adult wate wth my own fet sn nied fund | Know that these are nt forme. t lok tans maga called Petersen land: fs ~ which 1 beught inthe USA ~ or "Gals Tniinational Mian ssi Handguns’ (Figure 4.1 shows a aon young male exec tive and his Blonde, female, leatherminiskired sore. leaning very ‘lose 10 cach other aos des, hoth wearing guns i shoulder hoses Hiss heavy and mascline, here Hightweiht od fering. But ving in England, have acer the intention nor tbe legal right to buy the Product This does act mean thatthe ad ays nothing a "The sue i furthrcompiiated by the fat tht the term Tunton ean be understood fom two penpectives. The Tunction which the sendet intends the dieoureto have may nt be te same athe action it at ally does have forthe eseiver. The sender may inten the un ado pet Sud people io buy Galo guns (Io not ater ays that Tm one), the reader may we & in a cscusion of gun avs, or aan example in took. With ads 5 wah certain ther genes, thre the further comple tion that there io single sender, because ade are not the creation Of a0 individual. Instead, tere are many rats of senders, angi Iran the manufacturer thfougy the agency and its etentive departient, to ars sind camera erews For etch suatum, the intended function maybe ils tent, Though the mamstocturer may Seek only to persuade poop t bay the witer may sek to impress oer collage, or realize an sexe ‘One way out ofthis Jefntonal quagmire would be £0 init dha Bag BIG GAME12 Inroteion sospiteawhvard cases, the overriding defining factor nevertheless the function of persusdingto buy and thet discourse desebed 3 averting whieh dows no do thisis misclasied. This seems wrong for we reson Fsly, the term swe more broadly, Secondly, Yo be sted with ths simple charaeterzation distracts fom the variety of ads, and trom the pits of contact they hive wih othr genes. Ads draw upon, snd thts Share features wth any ofher genres, including politcal propaga, ‘conversation, son. fi, myth, peer. fay tls, Soap operas steon, ovat grat jokes ard cartons 1S Defining “deta Atoms to deine ads asa gente rn inte severe trouble when they look for textual o contest features, of combinations of features, which lh ‘ads have in common, sot are not present in other genes The problem here however, may be the Kind of deiition we are looking fo the defn ‘om of'dtnition sl. ‘One way’ of dating a word i 10 Took for components’ of meaning which it bags together and which deserie properties of the entity oF Concept 1 which i relers. Ths, for example, the word talon has the omponens “dul "male and ‘hor’ an al adult male hores cn be ‘testbed by this word If meaning w astatement of equivalence, te the meaning ofthe word itis equivalence to these components and thi, i fone sense, is "what ke word means. Broken down into componests, ‘rors can be desribec as entering into various wenn rlaons ith sac father acordag fo composens they do or do not have in common ad these relations ean be dscibed hierarchically (se Figure 3) stalon isa Kind of “Dorsch ssa Kind of "mammal which i 9 Kind ‘animal’ In semantic, hor are Lehnial terms for iferent yp of rel tionship within ths hire. "Mamma isthe wapermym (rm ave) oe supernates ieh ha Aypngm ( sow) o ‘While his component detiniion systematizs the caning of certain ‘words, it has a number of severe drawbacks It cannot cope Mth connote tions (he vaguce assodaions of word fora group andi) oF ‘metaphorical uses, Bah of which are particulary important ia _ a. Iedustion 13 imagine te nplizations of cling perfume for men Staion or “Bul fo perfume for women Mare" 0¢“Cow) Although component ana Ss works well enough wih a woed like stalion’ and diferentes trom {elited won, ie ee succes with word whose meanings are ferent {o diferent individuals o groups. and merge no related words a zey Iermedite are, The component of words Jenoing plies! creed (Cosesn, “communism. “parlamentary democracy), for example, are ‘ery diferent to their supporters sn her opponents. There are ako word ‘meanings whose Boundaries merge even fe an ivi, What are the umporents ofthe word eve for example and how do they ifr trom {ose of ke"? Other word. though reasonably Fed do not end hem selves to this kind of etn stall. "Game” may rele to action a6 Aliens as toddler throwing pebbles into pude. and a world champ fomhip, chess match, Diferent games have only what. Witgenssin (9639 deserted as fly resemblane, «connection which needs {racing trough several intermediate Insanes rather than any shared feomponenis, "A mo satisfoctor approach to meaning. which may help uso define “advertisement that of prototype theory (Rosch 1977). whch suse that we choose or understad a word by reference toa mental representa tion of a typical instance” Whether a given ety a bird, fr vamp, ‘il depend on ie resmblance to our prototype ot bir. Th al ary from person to person and cole 1 etre. For many Europeans 2 typical bird maybe the House Sparro, or many” Nor Ameria perhaps the American Robin. The les like our prototype am isan {he lee ikely we are to went st with the word forth eatgory, ul we sl wing to tolerate furry, borden and dows ene Te we aly this approach to the problem of defiing theyre of ar sistent, then insane which are eseribed ae a, bat eno share the ‘omponcns of ypc a, ned no longer trouble ws Te prototypical ad Sil'arybetwoen indivi culture nd perks ut proba, for mst Brish people. is a soappowder commercial in which 3 house res the produt for making her fay elothes so white nthe USA i Stkely 1 he an ad showing a satisied fay eating an instant desert Like most prototypes. this kel to Be derived Toma specie instance Peri ad in the UK, t JelLO din the USA) encounter ithe Pi Unteresingy, television programmes on averting Trequeny repeat those instances thas perhaps esblshing. the protype for those foo young to Rave ehevonered the crigmake) The further a given stance moves from tht yardstick, the tus Hey tf obo eo a (aithows even au for pola partes have something. eomason wih ‘uloges of soup suis). Because erate izzy ao iadetorminate aeat ‘oowen concepts, proioiype toe abo very Helpful when deal With the hyd genres created by advertiers rogue and ingens attempts todopone tirade socething eb.14 Inoducion ‘A weakness both component anal nd protolype theory i thei onceneation om a word oa i efor orator than ts environmen Yet with an ‘af (os wit "talons" and “bd ¥ sometimes noing intrinsic whith helps cs i tdentteation, bat rather the imme si roundings (Myers 1999 115-31). We tend view anything which ours t {given positon in television schedule in a cesta poston int ‘ne 8 ad quite respective of components which canbe ticked aon ‘checklist othe way tea be related toa prototype 1L6 Categories of ad:medium, product, technique, These of defining ais closely linked to that of defining cateores of a. But hore pun he nse anything but i shall se te term meio s the sings the erm (ass) meio refer to such ilren means of mise communication the primed book newspapers nd magsznes, ado, tekevvion andthe fern. As such, ‘medium is party But ax wbolydstinised fom hers by i se of Prticular technology, such ax rio waves, print, or computer networks ‘hich in tua it the moses of communication aval to i Ye the Aistinion Between one medium and anther snot aways 30 conerete tnd can abo be situational or functional. Books, nvsuper and mag “nes, for example ll use print, but are nevertheless distin. ‘One might reasonably eam that the mesam in which al appears s ‘a important parameter of dfeenes nd that an togarnes re ue ‘iteret fom those on television or rondsde hoardings. It certain te ‘hat many ad are aleded by oF tke advantage of particule media and situations Inthe ftw there wil be a aster may 1 work siya 9 board ing ad alongside 4 London ro notorious for rush hour tlic jams) ‘Ads on tras and platforms often have longer copy of demand reflection, fon the asumpdon ha hee reseryin the enforce lene of awaiting ‘or riding on a tai, ae likely to serine the ad more caetlly, An {tample on the London Underground was ana for Chinomyn Smokers “Toothpaste. Ishowed Huniphrey Bogor holding a tubs of othe and saying this gives stokers gleaming white teeth then 'm not Ing Bergman Televison ads ely musi snd moving pictures in wy hat magazine aus cannot. Yet despite thos iflerences, many capa tn the same ‘concurrently in many med, so at each one rend of the othe Prat a, for example, nay Keep some part of the mods end ines of television a én font ef people even when they re evay fom home Other ads'may direct people om one medium to ater. me noticeably the case whee print and television addict tet teeter os ‘World Wide Web site fr more information on the proc. "Another way of etegrzing ads by produet or service, Luxuries ike Introduction 1S spirits, perfume and chosolte demand (and et) ifort dvertnng tEeigtes rom thsc used Tor household neces ke Soaps ees, ind oth ofthese categories ave expensive counterparts hots ahd Sound systems (perhaps pereived i kiues) or chr, compoters and Tides (usualy peeved ay ness). No a a, however sel pro tts or servos! wll produet ay, tere are also nonrdl a incon tor example, those for charts and plea partes “Another posible means of categorization by Icemigue, One wel nblshed dsnction s between the hands ap the steel a Hara sling makes « direst appesl. My personal prototype of hare a invlves a mania‘ sui standing im onto pie of capt, talking Toa an direst tothe camera su! fow et nite avai and "uaantced reliability. Soft sling relies more on mad than on eat ton, and on the impiation that fe wl be beter with the product. The proses ets the pases this 8 major unspoken premise Of ll Sotesling aA type sof ell was enema a for Bacardi rm. wtih sim and alte young men and women in revesing swin-weat rere shown diving from 2 yc no ve water and basking apply on 2 Trop each The imps ray need sling ot, howe perhaps ther exrorinary rover! of the eect of ung the prove dus because so complets that may pass annie Drinking re ia ties of spits rmkes people fate, fea, less seule nd poorer indirect sunlight tao gives people headaches. in prot nly the aetiy of mscla young ten o lm young women nsw ‘Avothcr enduring cesealion of techniques that between reson and title Derstin 1974 18). Reson ade suggest motives or purchase Fairy Ligut,for example tobe a better than oer washing-p guts heense aga for gut ~ it wahes mo shes Tile as on the other Rand, ppt t emotion, humour and med Cigar (uth the exception of hese sessing a ow ar content) ar of necessity eles {iar remsens could they give?) Bathe resonvcke Utinton wnt Jus the ardsottdstneton with anew name. sft sel ofen implies reasons for purchase without a dct appeal An early 1980s a for At an or example showed prosperous ad conentonally nome man ‘sone ane on al ing he wig sa Tut eartuly through dae sacs to's materity hospital here his wile ‘as given th Un the earymorning hal ht milk: ost, whose ivr presumaliy expects he sees oben, emergen suey rom Slde Steet The Au responds quickly and swerves eflenty witout ‘kidding The impiation isha ths manoeuabity sa eas fr pte hase = though tis never dictly stated. The ad ako implies lt) ‘hat posession fete the poses. othe diver go-ookng, ving ‘esponsible and alert. Like products thomsclves fashions for destable16 Itrection , The following abbreviations reused for grammatical factions 'S~ Subj: Oe ~ iret oj OF =ingiroct objets C= complement |Aadjueto~ objeto preston: VOC= vce: P= peor ‘he following abbeeviasons are we for forms: Ni’= noun plas: VP= verb pas: AjP= adjective pas; P= prepontonal phrase; AvP adver phase: = conjunction “The following abineviaion are used for iss: (MCX min lause: NCU RCI relative clase oun classe: ACI= adverb las “The symbol @ indicates an clipe word.2» Inoaction Exercises 1 “Try to characterize he genres (ten doe the side of Figure 1.7) by ientiyng the Eatues of conten wrten ser the tp) eich se peal fo them, The Birt one has ready been dons. AUS some ‘more genres of yourown in spaces 8 1 "Are the features you identi essential optional tothe gene? Could 3 road sgn for example, be any of the followin: whispered | (physical form, 9 dol (addremce), by a si yesrld eld (Genderiadreser) wan expression of fove Tenetion) a hs queue (tation)? Ts it pose fo character the genre “advertisement” by features oF combinations of fetes? Who oF what ae the rer pralanguage ———— Consider the fllowing Do they Ht the description of ads you have fivon in Exercise The Family Planing Astcaton want to remind students of the consequences of unprotected sex. Students in hall of residence were scnaplin white envelope containing nappy with Asteker sing T's Tot easier to put n than a condom sie the nappy sas &condom and a number forthe FPA’sconidentiat hopin Dy Magannes for advrisos (such as Campaign) cary avertsements| for magaines, websites and radio salons with copy suchas the folowing Fantasie! Virgin Radi’ stening figures are up a masive 12% (Cris Evan Breakfast show jor got bigger hy Nk. TD gre tong ina row" tas upped dayne ltening by 18% ‘Callonaciv. Add more to your ads With Carton Active, Programmes aad chinndl, accessing addon sero based oat whist they watch Shnlrye advertiners bent frm being able to buld more ino their TV as thy you dink - when you're ving Imiroducton 21 4A television programme shout an expedition to the Arce showed poner wth the brand name GORE-TEX writen on thei coats “This wns not jut an endorsement, The explorers ad chosen Gore ‘Texas the best loshin for ther purposes Leech (1990) analysed a poster ina Kentucky Fried Chicken Festaurant wich was postoned in sich 3 wy tat was We C0 the staff swerving behind the cowie not the susomer There was aan who bad a dicam dream tht involved hard work, dedication and integrity. Whore other men would ave gies up ths man made that dream reali. His dream was Kentucky Fried Chicken... and his ane Was Colonel Hvtand Sanders 1990-180 A diet mail company pays poople to include advertisements in any era hey se 1 The presuie roup ECPAT rans soiesof enema advertisements slging that loopholes inthe ash Sex Offenders Act allomed Convicted pedophiles (o travel o Briain. The advertserents showed mi ams which ach men an sn as aa ‘The numberof gowns hat are weekly sold at Mrs. Rogers in Exchange Alley (hough not much above 2 nth singe she undertaken it) makes t very evident thal her Gowns ate ery ‘heap aswell nice Fences for she doesnot heap great deal of ‘bch together, but chooses the most proper sk and abe22 Invaduction ote ies of ances A 190 parte advertisment “The thorough est of any egret steady smoking, Sooke only Camels forthe next tity days... And se tow mild Camels are ack after pack. how well they agree with your throat a you eady smoke. Soe i you don fin Camel more enjyatle than anyother gate you ve ever smoked {© A19isadvertiement for Flana pills ‘What makes a Woman Nag? Men just canrot ess bow those wearisome Headaches, ais. nerves and domestic worries gradually wear a woman down almost heyone endian They cannot understand the eho ‘depression of» womans-erey day” andthe nevines tht tens torriation an! impatienee. And yet Felina Pll make a woman's sullering~ YCUR salfeng~ all so unnecesery. Felina Pll re pecilly compounded to caret the physic! weakness Of ‘omen ad ge Asay pos herpes and ita Anaemia ‘conquered an with the tril of now blood comes et for fe 5) Advenining is bot part of and has Helped fo create, new global alte which ignores maton hours. To what extent does lo fete: dfereneshetween cults, even among the richest mains? Consider the Japanese a fora marriage agency (Pigute 18) an the ‘ways im whic fers ram a for neadtion ages n the West Further reading (Fal references tures raphy atthe end othe book ding suggestions canbe found in the tiliog ) (Om advertising in goneat “Thre ver wel and azcesulentrutons co avetsing in general are Brierey:S. (195) Phe Advering Hanloos. Myers 6. (999) Ad Works ‘Whites R: (2000) Avert (4h citon) Wilnshust, J. and Mackay, A. (199) The Fundamentals of Advert Ising (2 ain). Inirouetion 23 entire ewr¥ aayme As woukl ke o hae a fig aye Tako ee ren reer ih the eect, igh, May “There sau god dea to ral and watch om aus apt from academic soaps nd textbooks ‘+The journals ofthe advertising trae, sch as Advert Age in the USA) and Marketing and Campa in the UR). + Teleson programmes ona bah eos and humorous + Codes of averting practice sich te the Br Codes of Adverting24 Itvodecton Pracice and Soles Promotion (rote by the Advertsing Stands ‘ution. ‘Frequent tom anal aout advertising athe daily pres Some ofthe erties aexdemi analyses of adversing ane stil well worth ‘eolingPartelaly recommended are + Gottman, E (1979) Gender Advrnemens 2 Leceh, GIN. (1966) English in Adve 2 MeLahan, M. (1968) ‘Keeping upset with dhe Hones’ Understand sng Mea (On te language and semiotics of sdvertsing. Patel recommended Godard, A. (1988) The Language of Advertising tts and commentaries) Myers, 6. (1988) Words in Ads. 2 Nav Me. (195) By hs Hook States Advertsing and Con sunpion a sourceboak of Part I Materials2 Substance and surroundings 21 The substance of ads All communication rele on psa substance. Communication involving Ianguaze wes numberof diferent kids. Spoken language feared by sour! wives originating from the human vocal watt (or ostsionaly & Sse synthesizer), Writen languages earc by marks om a prepared ‘tfc: bch pape r painted metal by pont fight on ere, o By Thvecdimensional leer sich at those ured fn noon sis. The sia la levges used by the deat (which are a complex as any spoken language) {iv cried by movements and configurations ofthe hand, These primary ‘stances of language cin he rlaye hy secondary subtanees sich a5 Toi in, computer di, cles cable, magnetic tape or ead waves Prrteuar genre are often ssocatd with particular chokes and combs ation of susance, Achat for example, cried by sound waves snd nay be relayed by tckphons, hut ot printed on expensive paper oF {ured on sone, A elvsion news broadest writen then relayed by aurea, thea spoken, then relive hy cable or by ead waves. A ‘novel i printed on per ad hound or ued between covers ~ and ven itis read aloud, cored, broadcast, or stored electronical. the book 33 {phys objec remains somehow its prototypical home "Choco substance mate, abroad seme, they alect the “meaning ‘ot dscoune, though the inpact of particular choies wares Botwee cu tures. The sgieane of the eboie of primary substance ~ sound waves ‘nt, pape, sereen~ will depend onthe sat of ieray and technolo, Al langoages we speech (or signing sn dea sgn language). and ony latent tall develo writing. At the se of wing spreads inset. foc co be alate with pubic ahd formal communication, and with Important acts of conmitient sd obligation, The spoken undertakings of tray give way to the signed documents and contracts of Hersey. Literate societies generally second more status to wing than Yo speech, hough there are some notable excqons ~ seta Uturgies,letres, maeringe feremonies,inaygurations and egal proesdngs which have survived the {hie and areal oral even the words wed ae oft ead learned om,28 Morea ‘or prompied by writing Within culture which uss oth handwriting and Prin th ater wich wal ais move tu wih mon proces Alcuments somewhere etween the tw, Even more watncons accompanied the advent of youd renting anu brodeaning, which effete ew Wanton, sometimes refered ‘sa "seconday oral’ (Ong 19ND), In sone ways hex new media seem to elu us 16 rai, while preserving the avntages wf wring, Lat suse preserved in ne an sented eos spe ut comes sound nthe voice of on individual, Word prosesng etme mal nd mote phones have introduced yet mare change, and gin om Imi the features of oth specdh and wring. On seren, gon! del of ‘writing ike speech, dapper thou trace I hes none ofthe nal of Prin for what wren can Been ters Ema nd mobi phone text mages se wring po they have any he fatres of conver tion. Computer and lelephone technology has rented Behviout ‘eminent of am ral -ultre. Promises fe agin ae without sigtures tnd docuentation, ‘Advertsing i ery much a child of thi secondary weal, Even when Printed asumes the ye of personal spoken communication, Mats te short television and ratio brondtss, magazine pages, roadie hoa ings World Wide Websnnersor junk ml. Assuch thy se # wide aay ‘of primary and seeonany subetanoes The shoe af subeanceaets te ature ofthe ad ands an integral part ot en although the variety ‘of substances in ads mans tht the genre ofthe alvertsement cannot he etied with any or. (1 lore, for example, than the connection tetoen oad sig std pint on 4 mol Hoard Between “oe cn nd embossed plastic} Yer the choice of abstance in pacar ad ‘Sse par of ts deatty Ts mimate lationship an yt ss Stance presets marked contrast with Iiterary douse. For althoush Ttratut, ike aubersng scared Hy a variety of stances, al dserbe as though were independent of them. existing fn sme ine real region ofthe min. The essence of Hamre to em the sane eter ti tlevisen prodostion, a Bve peronmanse, the qunto man Sept dog-eared paperback, oF a cll-bound old tke ei ad imperacion many of hve sstanes would ater apna ofthis esenee People tal about such afferent iatanoce tough ty were essay ‘the ame work Tiss oto much the cise with vesting "Ads make use of af sorts of objects and sce in all sorts of ways Aalite once adverse thee pl by sicking complete ea to 9 fo Side hoarding nd, ater ess expensively thre have en as wien on the sie of cows arzing alongside the London to Brighon rainy ine White 1988: 96-8) Thee are ads om buses, ook matches, milk cartons ‘Tshirts and — ess commonly ~ on vapour tna rework patra the sky. Thore are aly as whic, hough printed om paper sake that [per appear burod, smudge or sipped asin Figure 2) Inthe euk slin Figure 4. the corner f he mugzine page was folded over as though {hore were erin th ting a binding the again. "AL Grand Slam tenn ourement, the hts sad can sce0 on the ups stand between gms though eyed by the resins payers ‘ecome as Yor the predate Tiers ie bse of wheter cre) ‘Product has dal and ambos ti. By hove sown brand-name ‘rien on esery pro Doh lf a ea force Norco ts ‘Sue be dodged hy ravine Stic tween contents an wp Inmany peut ih ar ecole sd sop te rand name nt oly vt on the wrappmg usc st the ej, making the saance thi cst name ie sme the sane oe et I sume. coms ily thatthe dks dpe tn tourmameats ine ot those actualy drink by the player thn hee jan la Saying ha thereon ad supers thir exten a dink It let imposible to spt the averting om the aetna. One invning though my ltr fo ested 4 ware sich of Vida Snsnom WathandCo Son Shampoo and Conon A i One Even ‘how nots lana oil "hh can ho make unos Magzine ey sp of perfume to te released by iin or petng off ripened paper Scatc Shatsmel fod aw sr eves an at easton also fave the tine evison commer for these producing he eae to ‘ath an sisal. The Cus Coton ee tleionnetwor versed el by Usb "aly fly ds wih cen were thomas tort pars pot in the roams nha hey ‘sulexerons te same nous the characters ‘Ist ofa the ile stones ed oy ds woul beast ino ou rong every ey Ads ine any othe stances ae a singe "and Yllow close on the heck of langgs nto cach suet ‘ev tcl fim, teleshine, ra ses, nrc, rte ‘Etevsom They abo adapt sutton whch ngage dav not nrwaly the tch asp or va Such vary full Several purposes, Fly ad most obviusy iti stenting. and can crete fora neck nce in the message tele In Deseior 1990 Absolt Vk, ata ttl cst St ion, placed taling mith vse spy of Vay Fas 50 th when he pgs ee oped Wt Mry Chao i fines The technology as novel and memorable, hugh the message {sll (Mery Chrtmat) was unorgal The appa of novel a Stine, howe, ute ta of tove txt nay show ed With very rcpt, sevens nic Seconly, ean hoe Sistance, or eombiaton of he, lp othe produ ote the memory by ate olin the sede Ths pry the ee withthe eshoration o soatch-andsnc ilewachng leven, The Inking hip, ett hy openings cng the pgs the ableton Substance and surroundings 31 ves ao fikely so stimulate reptitons of hs etion i the ead. Toys in Cereal pockets make children rummage, People buy recordnss of pop Songs which are featured nals (lten ringing them commercial suze). [Esty an innovaive tae of substance may poach some of the inrnsie Totes and prestige associate with anolier medias oe event Nie work dopa, tons maths quit clothing, pop coace- 22 The Internet Undoubtedly, he mis onwards he ns popu Rew mem for advensig fw bes the Tene, whow primary aubance. (he Scren) tie same a (kon bo whew ocondary sane icone Ins ining some rina ron It, bower Jetunclnr nti the nw mela wl fer averisemens hese Spore uncer he ler moo lve pan The ery Si of the Inert ihe poner cont eh wes ave ove te IatrtheyTok a and ie Gry of yet wich se, be Tarde a some way fv avers totes counts On the he Rani the we fe aversore ung oper osc pr ‘ous nd spe demande Yet tw can ave a agenting tok Ar nce se ows and for some woupe pao over ele sion aa urs ctrinment the adverts etre wich the tne compi: was ensured apd of apo 0 vital eveyone ma then amit seiouslythutene. The pact which tsceom hd on SGeringm the 1805 king compaign ut pide poetons iscaons and puting them ino veg)’ sting room Hkly to be thrown nto tevere This agentation drives ot ony fom the lee te bu ab om elvan ecology cal satelite and dtl ie Si wh cading the dominion he lave few bul whch Mee one auc and unprotomate coe foward ven Utnedon» betwecn Inne nln unily to seve she {we become sve mor one nterated T's gnu of aang ad dsaantae, a unertity out the teaton and pus change, wih hs thw verses no some {Snslee conn, Dexpewiespeadenusaam for nc aver Hang rend enctgy n pur hee ae ao many ca Dy omes amd the sdverting os whe Jevoting many ges enorme ol of wang at nt be cing he pods ‘The mesapescneruing tom th Rest dacuson are mixed. Coser {ur ermpe the following views expe inthe advertsing oral Ct Jig in he sce fone ms (Jone 208), sty y the ar ag agency CDP comet mach the L10 mln sen on tues averting ne pt se mot ba bee on el ee Then Sober sty reported fre sune furl ony two weeks Le. com Shula buen se the machin meu she Tle andDea ge lame that 70 per cmt of Brith Internet surfers eck on banner ad The week Before tha. however, an are inthe sme journal onslly placed above an a reing ha trondered whether the banner ide. clkthrough ts fr banner ads. on he ft Sl may eos ow por on and mt igre 3 per cna {oth ht eicehroughs rly ake Sate soi o each dd he pte desk ly les Yet anther atic reminds averties tha a Blain around 15 mio people (over 25 percent) ake mo ase of the tort ata A sini Uncertainty manieed inthe sand textbooks paused for tales ‘on marketing and adverthing courses (Wilmshurt and: Mackay 190% Substance ond seroandings 33 White 200), now in thst secon sd fourth citonsrespoctively. White {Daub 21) describes wt advertising i the UK a a Yr insinitcat thous unlikely to ren so noting ham the USA. at aleady counts for an anna 850 raion turnover. Wishart and Mackay ve sn tnt vit and contradictory comment ‘Carly there i real conson anid anwily about wheter the Latest 19st The worries however, eflet broader problems relating to techn Ing changes in general (Bisley 1995: 206-53 In general the difsion fof median the prnter soni fered to uss a itoractive media such Shihe Invern presents alerts wih eros problem may well be sim clearly suport that thy tester eth posters as ad television Commetciis Although many of these more tadtonal ads romney titer related we page aes, in many cases is fstion may Be 1 mac the pode the fd of the Tnferne, rather than 10 persuade people to take the tre to note the ares dow and Tallow up the Eada advertisment foe car instance may give is web addres as sr esenial pat o message; ay advertsament for an alobolie dink though teres 2, woh page fo. be found ~ gves it more as an festa Perhapy there another etson why stay all contemporary sivertgemens now ide a web adress As evidet by is popula. Thcsufis "dots wh spoken as a9 aethaialy pleasing ym and 3 The situation of ads Its not ony the substance or medina self which maters ut its cial Incanine, An igs elle up inthe Intoraat nt just pcre on Sbrecn but resonates wath conotationt of Joba commumeation ard iSchool potential. hase ny. the elecivenes of more ra tonal ite for ads san De accounted forse merely pga ers. The Bullings in New Yorks Times Square are not st eiks and mora: the Shirt of an Olympye champion f no ost Goth. The substance of an ad ‘hc sa vehi ovis om kngulstc and pictorial messages aso exis tuaton composed of wes subeances which ary er meanings of theie own. andthe interaction of ad and sation ean crete 8 hid meaning which is ute ferent from either This thi meaning may Undermine or enbanse the adver’ intention. It may derive fom Euntrats tween the world ofthe 8d and tbe workaround i a a0 Figure 23,MM Morrits sutwanee sits couse both acer within ther discourse nd ko ini tng it (Uwe the ter “persia than "symboe beause even though any misazin and Iles chal depend on a econo cally a are not needed nthe communication sfected by the hat To hich they voc themselves) There nota mhorony opts ‘cha desripton however Many ther gees re pares Literary ci Scans paras Upon erates sprs Sonoma upon sport ast many parsiergansas may be Dench not ment hi ens, thesame maybe tu of paras discourses. ‘Among te element context Sed in Chapter 1 are situation and inriext Although thee entegoncs aust deserbe the ings nd son lng enivontent of most sees, ty are olsen fo a dksciton of ads Ths seca typuly exer topthr wih tbe in ther dour, 0 which thy mae ode eterence. An ud may econ the mide leon ws oes together Wilh yet soe rom thera. printed a occurs athe mile of «gs tine article 10 chit meso rsterence These ether Bees ate ot overod by the term “tution” (he montngusic avrimmen). Ney he em hen (whch eet hy sme tate). ‘Cont ‘omy. ne need ster eo ll ert them a teompa ing couse As oh sstion the intron between ad _eompanying dears sete nw mean ster by ches toh Substance and surroundings 38 manipulation by the advertiser, , more aly, trough subversive inter {eolion aginst ad rom outs “Thus was by unl chance tha, July 2000, an ad showing a iver Fon Mondo appeared close to news coverate reporting the abduction af on eight year i, possibly n'a silver Mondeo. Given the unpre ticle contents of news broaden, such unfortunate comneidences ae simoatineible Hn thse averting hee A notable ease Web and Showing. Vauxhall cnr dodging through collapsing eostruction Work, Snpearng inmedstely aftr news coverage ofthe ea-ushing olopse of sweat Ireswaly during the 19K? San Franco earthquake. tn 1. Barclays Bank ran tlevison ads ossting the es aecesiy of 18 ser secs an the same day that it amnoupeed large scale closure of smaller Trancies On television sich contradictions must be dificult o avoid More surprisingly. however. soch coincidences also cur in print ad Inher fat mor ie for planning salable. The Observer magizine has Fentred an ad for BineEye Men Maner Tandoor’ Chicken Masale immediately before 8 photograph of emaciated children in Auschwitz ‘Mane Care plaod an i for Max Factor make-up opposite photograph ‘Stamp eden from the Sera Leonean ev wa. The a showed the Sing face of a heatal ong woman esting on her elegant hand {Vibrant lp. tong checks going to be a colourtal spring the photograph showed ehigren with depressed foes and the tmp Fed ibe ‘Yet equally, chance may ako work to a ad's advantage | have seen ads interspesing magazine atc about photography awards, and at Inyatenton drawn fo the excellence ofthe advertisement photorapy tic prefesed to tht of the winning ents, There are times when ich eotrnts re not scedonal, but deliberately intended to swe. Fae ‘wer erat on as fal int thiceategoy face Figure 24 oerlea ‘Oncol the strangest aspect of the relatnship tween ae nd het accompanying sonra the arty of aay erosoterence between the fo, Ads cven nec without comment in programmes about advertising Tne station, ana en the programme may immediately pred ‘follow ana inthe avertving beak? Rather than eter deel tothe bavestnaments which interupt therm, elavon prgzammes pause wth uphemms sich as" Well take a break or "See You ia mind’ Maga ‘ines interieafade nd aril without comment. Deliberate exploitation Gf tis altermtion so rae tats suggests publishing and Brondesting fuidlines which orb ers reference: Ossi iaressons ofthese Sriten or omeriten rues only enypasze tei ore when he elev Sion eat show host Clive Andean sad nthe middle of one programe: "ve otto stp for bt tow whe people ey to sll yu Uns SoU don't want” ‘Sch interventions ave rare: harly surprisingly, ven the nancial pendency fms aesonpanying dco nthe au ih ive within36 Materia it 1 for his reason hat, wile programe pacers do not even se thea which unease cr shows advert peice can ype tn specie progam nd exrenecmnirabe cnt once itraton feiwoen the two. Usual. th amounts to no tore than ayant fo imate the auiene of programe wth the tger rit fr a produ tr explotion of dees aroused hy ropa ot Dl my ao extend to imation of the aesompyng acute nu ae bio the poundary Dtveen he gw. Ths oly att tenon ote ‘sb abo tiesto ust with some the sory the accompany ing course. ln newpaper sme as se psec inte pt a format ofthe news run hem tnd which somelins combat {ed by eal etre wth the word “eerie On le Sorin the USA (hoa nol in Bran com etic ape na Putting er ove shonin tings very He ton ofthe sh ol Ish seen des not go hank fra acon os econ betwen cach ae (i docs m Bein ths generates nmentry conto, The sry of television ods Bia, However, hs ova dated wilh mre hums sttempt to eonfan or ak te boundary between tml a he Programme i nfich fey spp. Hane ci ante dye en Smoking materia cot il beaded on ton) began the Ingo and me of ts hn, Chane as tough the dnc wets over the net pogrom sou Wo athe teamed the Subsence ond surroundings 37 strokes ofthe numeral o form a ace which started smoking gt. An ‘lor Kellogg's Corn Flakes appeared to be news broadest, unl the famera drew back 10 show a couple watching Mand the nowseeader emarks thei od habit of eating evel in the evening. A tle showing of Shakespeare's Romeo and fe iced an showing. ut fn her balcony and Romo below. “Wherefore aft thaw Romeo? saps Saliet with hee stomach rumbling fom hunger ule answers Rome “Diet thou not have Shred for bean nny falling this 2 yas the ea alco see he (On levision, sch imitation i often humerous ad unconvincing. esl onion, however, sot by junk ma hich, mind of ts enone ‘ktiny inthe rubbish in, requnily poss something ese. Ths there are crear whih look like pte telegram, iting and 0.0m ‘ecunly cuted fo example hough the pst 2 ef Hola sap 8 ‘ne mightlo afer ceturnng fom heli tnd sending of a ol of fa be developed. The only llerence was thal the fry nthe photograps ere not mine, nr the plas one which hd ever vied, Their purse teas inform me a the kind of holiday 1 might hae. if Hook oa om “The Bank of Scotland! Such course ate me than pari aemying to take on. and ake overs the featufes of another type. One avant ‘winning! example et in the hack of ane, hk Uke were $20 hil wich someone hod dropped. When opened it revealed ana pr sleiming the ites of investing money ina Fidelity ISA. The det Mal Sot in Figure 25 (overlef, sent out to SUM hwgere to averse The ‘Times tga section, appears tobe a sunmons to court. Cn this wis ded bythe fet that boi he Tine newspaper and nae summons se 4 roy cont of arms) Such trick, however my Backfire, ot cay the public, who may overlook important communications, but alsa on the firms themselves, they Hcy to anno. Though ‘Summons so wom st ‘ward? ths wa not based on Knowladge of wheter the Tecpel weit ‘cualy amused By ioe persuaded to buy The Tne. ‘A llferent kind of merger with accompanying discourse osu in Sponsored television progres. Tis has book 3 feature of US tle From is outset (Myers 1999. 119) and ibeweainly common in Bee since lgalition i the lte 1980s Asia phenomenon in prin as the advertorial lengthy eines in magvanes an newspapers which ‘lem to combine atte ad ad sing the plethora ‘roving the readr with information ordsussion which sme substan fil andi ranging than tha nthe major ofa tn these sugennes ‘ofthe athe techie of th ied pm of tne and space usually sv bl cam be gut easton oth interest and ffetvenes, Ii et ‘onsip in which the parasite desire own host. "The best ae ae cert bandits, raiding the Dordrs af ht accompanying scour bt wth the ene not oy 00 ToSutance and suroendings 39 25 Parasite discourse This chapter has emphasized the way ads exis through other genres and cultrally significant atta, itor by altaching themseles to them (Gometimes quite teal). by c-eceurriag with therm, or hy hittin. ‘Ade make us of subtance whith sieady fing sed for some other Purpose. icing the substance an weappm of the mod hey adr ter the find a ples inthe me and space a eer Useourse, dare Scidom lone (tgazines and peogramses coating only of ada bath fare and unsuccessful they arrow so many Tenture from ter genres that they are in danger of having no separable went of their oem. Ye tvalreay remarked, being paste discourse ot ecexeay 9 tne quay, nor i unig to adverting she, Is rather that ave ising san extreme example of endeny apparent inal dior, Many mmoderns gry texts achieve effec eough bela, the boron and inee-weaving of materi fem other genres ames Joyce's novel Uhyes. for example, an asembly of fange of siples~ newspaper, oan, caeeisn sd many others — none of whic, solaton. ean Be ‘ented asthe voice of ether the author othe ho. John Dox Pass ‘novel USA tres various genres in similar manne. Tr denigrate such {cahniques a fri to their sours ipl Blt in bah he poss, ity and the rue of orignal nd autonome dicoure: an tdcy which like many others comtemporary ies tolerate dvs mn the ‘Romantic sires om ierary distur tthe vile of stole ad txranedinay individual identity. An aieeoave view, often akocild ‘eh posimodersm, regi il new dincourse ae 0 sme dees the reworking of exiting dacoarc, and nde virtue i the complexity of Ueting which ean tolerate many voices and inlusnces at onc. whut coking to sph by ening some tthe expe of er. his vow itis no longer the seltawertivencs of the writer which abyined Tater, his or her egeptveness and lak of individuality. Parody nd Comedy thrive on sueh Tolerance and imitation, aad many ery works ‘eared velar rework exiting pts, while alloing the vies of ‘ther genres io enter into thet with a aconnpanying potential subvert the Mlcology which the orignal ensheiaed. Thus Haier way be sen 384 revenge trigedy invided by plcnophy, Chine and Punto x dst {we sory mined in with 9 parable of reigos slvatin, Ther stature omy no rom erga nthe narow and imposible sense but Yo Seper erginaiy of selection, combination and tolerance of conta ‘hetion. Tavern pari in this poe sees drawing bl fom ‘tually every source to eh not ealy bored hen imo th Psi whic date fromthe ac worded to ert, but Some other features The tak wich we mst st oust to unde Sto what those derentitng Features mayb40 Materia Exercises Consider he ffs fhe following pices for ads 2 facing the lanes of sinning po! bon hot air baoor © onaeshirt {on the ack of bs, Do they enhance or diminsth the effect of an ad? Make a Tt of ‘unusual situations in which you have encountered ad February 12, 1999 & marketing campaign for Youth News Network (CONN). 2 news network aimed at high soo! stadens, prompting 3 ations eduentorsgoup to wir parents of the dangers of advert ising nthe clasaroom The Canadian Association of Media Eston Organizations (CAMEO) says tha funding cus to education have ‘made’ Canadian schools an easy target for YNN. YN. provides ‘Shoots wth free ssi an computer equipment needed to focest the network. In return, clakroomm mst tne in Udy ow frosdentscmplete nih Advertsing (hpi medi Swrenestexs Media Awareness Network) 3A there television programmes wich the sppearance of a sands? re there TV programmes in whl astute auverties would not Consider the postioning of asi television twoadeasts of ve Sport religious worship. nes of major diasters and sate ancl ‘What the ple af lawson networks on this? {What happen to aad when i taken away (omy sosoponying scours or when iis sought out and bought By the reser? Tete fr, for ekampl,seres af Ads which hve hoe sold 2s vies, post Jaton of amising ads rom lerent contre How’ do you reset tothe folowing advercsoment for advertising, sent onsite by email? Substance and surroundings Ab Saeat creo 09658019 Pomnindtaatat cam obsreneed Plas en bat here Further Re + Overvcws of ses rote tothe choice of lifrent mei are pe ‘ied hy Myers (1999) Worlds, Part 2: Brey (195) The Ade Ising Handbook! 107-15; White (3A) ders he a these ‘ety much forthe arts point of ve +The eflets of unasual substance and of accompanying discourses are scnerally aes in ngusis and escoure nals. Soe, homer, the tinal chapter of Krew and wan Lesions (196) Renn wes Ie Grammar of Visa Deven + Fordicussion of some inptcatios of the changing eshnolgy com munication see Walter Nash (1998) The Bir andthe Word Pre, “nd David Morley and Kevin Robbin (1995) Saco Key: laa Men Eecoone Landscapes and Cit Bonndars3 Pictures, music, speech and writing The term mode is wed this book to refer tothe choice hetween thie reins of communication: mise pictures atd language!’ Each may be fed or aes pietures mayb all tion, cartoon oe poe Tanginge may be sng in which cose Hover wath mai) spoken, ‘wt oe inet and ech ofthese visions may e further uve. shall ert these urthe subivons as bm, Thi copter exam ines the effect ofthe seleton and combination ofthe dierent modes in paradox that both must and cannot take the mse and pits modes fn account as well Ie mst do this Because there remy ae hich ‘lcture and musi are the esence ofthe communication: eating mood Innguage features at aan thee are many aden which t dows na 6 ‘often only in peripheral or siiary way. Even In tho is where tn get the dominant mde of communication (pethape a minor), = ill deceptive to look aia lation, because 1 rebounds agin both ass cannot adaoately cope with musi and pitures, beau they are Aieren fom the mode f the analysis el whe language: While the ‘word af ths book can pt the words of an aon the pe, they ean ony hin atthe ature of muse and pictures, for these cannot be written down "as themschs’ but only s something else ~ word 0 frozen sil This problem more serous with ilevton aus than with printed ones (On levison,pctres move, musi plays and language comes in chin ombinatione of speech, song and ring: om piper, pctres snd i {and cin even be reproduc), and there so sun. Yet ven nays ‘of printed ads the problems are legion. Reproduction is unlikely 10 do justice to Sueh fats as Sze and colour and the elation ofthe a 10s Accompanying discourse4 Maver Many analyses of averting solve this problem by ignoring i. Few rake mention ofthe effect of muse and song. Ii jut foo dficl to sndle Where pictures are concerned, they eer ignore television ad limit thence to printed as where the pits canbe reproduced if they do select fom both pin and television ~ relegate petures osc ‘ondary roe, even when in the origi was the pictures which pedoms: ‘ated, ate Tanga which ws secondary. To not see a ma of overcoming these problems ~ but alter dot belive they shold be ened The oft whih they pas enables avert Sing to Keo als ay for ican slits round eons, mph ‘ng mow oe mode andnow inher, Tet ea danger of dition analysis Stich attomptst tatoo mh, and moll aaa lf ely foe nal modes an all mei but Flee tht the convene fut of Fragmentation and incompleteness Worse. Advertsing, ule says, operates inal medes and mei once ad mst be wate acc “Trerefre thong hee ofthis book on langue ako consis the sffet on ngage of ther modes Mus i tres are part el the dis uae of a and to ignore or downplay hem sa serious dst, 32 Am example: The Perfect Combination ‘hese problems and pale a best ills bya example Let ws ake 2 fay ordinary televion ah fntly 8 words ony, and secondly as words “ninteaction with muse and pictures. The example rises two ute separ ale problems: how to ameribe muse an pietures onthe pag a how {o analyse thir interaction wth each ether and with ngage Thea television commerce forthe soft drink Sprit” (reened in Britain 1990, but reprsentatie ofa typeof td which has persisted fom the 197 to the presen) The wor ofthe sone ae And the pce st, ‘Ther el res world Where you can go (Chea, crisp ana i, tastes of Sprite Fora taste seston; ‘Asquowz of ime Inthe perfect combination Clear, ersp and tht ‘Sheer tnt of Spies (Clea, esp and ig ‘Sheet taste of Spr Dring the course ofthe ad two snl writen texts appa briefly at the ton ofthe seoen, Theis! ay Spite and Dist Spite are repintered trademarks af the Coca-Cola company. nthe scone Dist Spite ca help slimming oF weight contol only part of a ‘ove conte dit In adton the words Sprite’ and ‘Dist Sprit are vise onthe pret, ‘tall. Te fine, the seal print and the brand ames ae the oa a tage Along wih these words go eighteen eumera shots of four separale Toeaton (see Fire 3.2} and the words sre sung ~eathor tha spon — bya man's oie (th inevitable choot) The mac ahs pass ough four ps, stab by marked ‘hangin spd and eat Theis pass conveys sense ene) Png {olin the acd phase less the leno ofthe Fist With Dunes Seley the hed phase ths syn dippers nd the Da repli by sound effets cating an air of magic an mysy: Hl the our phate pets the second, code al ane as etre The rlation ofthe words to acompanyingpcttes at these phases ofthe msi se ou approximately below ~and T hope als provides & ‘model for presenting an felting pitres, words and music any TV a Song words Pictures SCENE ONE: THE TRAFFICJAM MUSIC BUILDING TO A CLIMAX, 1 Couple in an open ear ina rate jam at the entrance to 2 vasa foud tunnel "The diver of the tony Bebidas et i ub ot tage the cause of the om, Every A the pce som, fe hot and fasta ‘There’ co, ash world 2 Closeup of hands reaching into foolbot containing ie,” Spite Sind Dit Spits ‘where you can go Close-up of couple in the ea. The rman (the driver) fooks at the 4 Both sig fom hee cans 5 The eamera takes ws through the opening i the top ofthe ca, and Imo the Sprite inside86 Material Song words Petes SCENE TWO: THE TOBOGGAN RUN [MUSIC INTENSIFIES, SPEEDS UP, LOOSENS (hears and ight, 6 A profesional toboggan ru Set trom a highspeed tab Teta of Spite 17 Closeup of yelow helmet of the toboggan. | Toboggan ana von by tobog A twist lemon 9 The tack is blocked by « slant For taste sensation 10 Wesee the lemon reestod inthe sor of the approaching tos 11 Clase up of the ste of fron: Aaops of jue are onving out of i 12 Wernow sce there are two riders fon the toboggan, the pllon rier folding on tg, The toboe ‘gan siasbes trough the lemon fndenters nel SCENE THREE: INTHE TUNNEL MUSIC SLOWS LOSES BEAT. GROWS WHIMSICAL 18. An underwater shot inside the can fof Spite. We are moving through tee cues towards the surface, Asquoer of ime 14 Onthe toboggan eur the camera omer 10-9 slice of lime atthe fier end of the tunnel and breaks through Isthe perfect combination: 15 The two tobogganes are out in the open again Their toboggan sppronching another unl SCENE FOUR: MOVING TRAFFIC MUSIC RETURNS TO REGULAR CONFIDENT BEAT Gea, rsp ad ih, ‘Sheer tne of Spi 16. The toboggan enters the tunnel 17 Closeup of couple back in the ‘ar monng ts. ‘The woman ft diiking fom a can ol Sprit (Clea. crsp an ig fig 52 Pts Coit name oS SriSheer tate of Spit 18 Thecar emerges fom tunel ona cl road. The man and wom Sree happy and ests, akon together with the pits hese four scenes an the four coms: gunn pss th eth mr the jp, ch on. mensional io ‘blaion, ake on new meaning, and conti (ot fomplex sel of val setaphors and parle A numer of word, phrases and elauaes Become ps Ths Whe ‘no longer ha ony its des metaphorical sense of when fife sho reer Haaly to the uncomfortale heat experienced inthe waiting ‘hides By the sme pres ‘Ad he paces slow relrsterally tothe tate jams well, iam, to 9 dal period of lie The pictures risa the lst force of the dead metho fom whichis idiomatic sense derives. ate ie “Ter co es wold ‘world in the context of Scene Two refers tthe fanny work! of the toboggan rn which is apourenily inside the an the wore Where youcan go secompany the transition shot ia which we se the can fom the point of ‘iw of te person driaking om i, who then apps to sink and enter Jno i nts fantasy word aside the Sprit, al the undeniable quali ‘ofthe wld ia the openic eene ate reversed. There sco snow a fs ‘movement the ines ol the bouncy chors wich scompanics these new ltr, i rls obo his amasy worl, and tothe Sit ele Clear, crsp and tight, tastes of Spite “The visually crete puns continue Ati femon ‘sab a ews inthe tobaagan run and a ews in dhe tle — for wo would expect fond either a ahogea run inside sofa ean, gt he Pitre mse, ech and wring 49 ‘ot lemon on tobuggan su? The lemon, appeating on he tack, bot 8 Tintsy within a Canta (and thus ut even further remove) bu aso, rca Spite tastes of femon, the Beginning of ransioon ack to the ‘pening sees, fron the the side ofthe Feman me are ack athe ea tnd swe emerge eon he ca emerges (rom he tonne Scene Four Porhap i fa fetched 19 tha A sansers of ine refers punningly to the squsering of the fran ide by the pilin ide hat itdoesscom resonable oy thatthe words Sethe pero combination carting with he pctre of the two tobogguners. fer simultaneously to {ir athe teamwork, to the eatonsip ofthe couple nthe ca (who fare presumably ao the tahgganrs), othe combination of old Spite Sith hot weather, and tothe combination of Femon and fine Tavours in ‘he Spite sl Tet complex relations etween the thre words (oa tages nn Sprit can} areal ade by the age of fhe anne, whieh secs each ‘head hms dane eet the trast from oneworld he nex ‘Connections betwcen the works are reinfores y the puns, ul seperated in mood by changes i the mus. llowing thea to make wo suestions fot frequent im aus, The st that the pedo se asolution to 2 problem, ths second thatthe product wil ring people togetr- nti the couple (goxtlooking. young liven, hoppy Reternokl) have 3 problem They are stuck nti fn on 9 ho dy. Perhaps hi symbol fs rather dll r stesflpesiod i thei He (The eat ison. the pce i slow’) They dink Spite and enfor Hs magic world, With at Mork. the problem of est and inertia donot exist but when they ru From i wold these pres have ceased o exis i the every work to, We do mt so wat sated thee moving ut we fol twas Spite "ihe young man and the young woman are ke the Mvours i Spi; the perfect combina” They are ao dressed i the Spite colours of Yellow and green = bo i the ear and on the toboggan AS they drink, they lok eh ther. The pl spats to conte othr pert enmpaniiiy! ‘What have fed Yo show by this analy that dhe effec ofthe a tt he found any ote hse major meson. Bat only thee Combination, Fach amide gan om the oer Toth i the message Cisribuid fairy evenly between mus, pes and (sun) tase (Tn est pomertl sled of langage this a ting, we nthe feminder trademark nepstation andthe caveat imposed by the Independent ‘elevsuon Cominsnn! (ITC) coe of adenine practi,50 Material nthe of which part ofthe story and bul of which are emascule by ‘hei smal pin and brie duration. Nt alas tte thee ttenton so fveny betheen modes and inthe reminder of thi chapter me shall ‘examine examples with vying degre of emphasis on music, Pts, speech and writing 33 Music and connotation Like language, music as discrete uit (nots) which cam fe combine in sileren ways longa time-line (clad) Yet ne languoge, the result ing combinations cannot be interpreted with any degre of consensus ‘efersng to spect states events inthe word In ths ese, msi as 8 Syntax but no seman Masi, however greater ins combnatory ower than language. Fo, hough music moves Torward nie, can Enmbine notes t any inant on that ie a harmon, and addon, ‘ary toss harmonies by using diferent combinations of instrament ad oie In addition, the degree to whieh musi can vary the pace and it tion of notes, and explit ch variation, lar exceeds hat of ange ' pie of music an bs teansetbed as sere with enough ascracy for one interpretation of the transcription to yeld resale very mich ke Smother. Yet the Tora sirotare capred inthe asore the ming Imelody, harmony, rym and combination of struments ~are not whet matters most isthe we ef musi advertising. For, although mse may hae no somants, in henge of making referense to the word ina way which wl be understood sity by all embers of eam dos have ab language ak hs, connotations. Fora nvidia or fora ep, {given pec af muse may evoke eran mood, or soca wh ie Specie places evens antimsages, Such connotations are tense both pre Acableand also vague and warble, A certain type of music might for example, be decribed ia the broadest terms 2s sighing or cresting ‘hcefulnes" or gloomines. More specifi reactions wil ary not oly between socal group, ul azo hetween and within inva To give ab xample ofa groupspectic connotation, one which much exploited by advertines iis Ukely in eontemporary Westra society that indulgent Seta in nil pn lost pope he pop mast of ' lurther problem i ht somotations in mus, a in Ingeag, are indccrminate evento 8 parole indada! In pater seston ‘They cannot bs paraphrad no lngtnge with any precson. A pioso msi a elle on me and mca something eso fom sae bur the nate that ett hoyond word a whee tenes isl vera and selttave, for my retreat th ic ante om evry lntation af laggy which am yin to descr These pets mus ede tt mos fm mals ad eps to adver The conan of ms onsets or onrsadw ath pe | Pires si, peel and wring Si tore and words (There snp experiment in ilstration a this Watch {seco of an with ferent muse soundtracks and you trator noo sorpltly. The menace an foreboding hore, for example, Fe encrly mai, neon be destroyed by an inappropriate choke) ‘Advertsing favours any made of communication which f simula omy power but indeterminate fn hi wy. This so apis toe ‘fanpage (se Chapter fr although there ate sant meanings on hich certain arosment ea be veahed ay discourse so ha connota Tins ov elusive and x personal hoe of msi and it fon the ann lation of thee that advertising coneontates To search averting for Fed meaning nd then to callenge them, as most rts and zane do, isto mise the point, and to teat he discourse of averting hove tree law, busines or aience all of which spre to more precise men Ings Like pote, advertsig hives on meaning which is oth predictable bt unpeovable The effet schioved, and ts appeal othe adverts, ean he illtated by anatogy wih sexual suagestveness in pictures. Suppose thata picture of young won inserting chocolate br nto her mouth Inakesone persoa think of fellatio, ut someone ce says tha ths Incining says moce about te scr thant does abou the pete. Ths Kind of dispute, wth i assumption that meaning resis i ox que Independently of individual and group preconceptions, depresangly mmo in dacusons of advertising, As the pitore docs mo in (et ‘epi fellao, ut something else. what the pute comes down to ‘wheter everyone, «substantia momer of people. few ebneaed ind als, or one porticulur person under Hn ths wy. Without an ‘pion pol the dip i uneeoleble, but iis realy quite improbable {hat such an interpretation wil be ind 1s more likely to be the Interpretation ofa sable group nd if the is wll prepared his will have heen predicted and sessed 9s interpretation which wil happen fn, and be likely to increase sles among, 9 target suenee, Yet the Tat ‘hat sunprosable ona personal lve tht each arene may comsidar Atte possibly an individual rater than 9 group interpretation, ad that ‘nemrs ofthis group may this be unin to express ear Wo each ‘ter rt another aoup. wll make iemore power ‘Manic mals is pact sir way. Hs ti ths cose ami Ingest to express is elfect which Keeps people sent but rather, an ‘nabliy to formulate the mpresson in words. is formal uctre ibe ‘core) Waite Bese the pot (a eevant a the Her ehaou of ‘he woman withthe chocolat ha), What matters x eonnaaion. vague fin ndcicrmnate wor of wsocations ite ain ony deserpion with Drecosons to signe ngour. Yet if sich descriptions have to leave ‘si aside heen they cannot reduc rca presse formulation, they are ‘voing 8 mode wath pomerealeme enough to overalance those of foth pitres and language. ave na answer to ths problem, but Tint to describe the mon of whore relevant. in npessontie er 08 |i for the Spite a) ays remembering that such descriptions may be Isjneratepocullat ea instd section ofthe adic attempt ‘deserie theindesrbae 3.4 Telling tales muse with pictures and tae (he Pengeot 36) Song words Ptures and ditogue Takeonetreshandiendirkis, 1A man of shout 6 ativing home toil bythe a. ‘Addonestolen sight of ss. 2 Iie the wl, 2 young man and young ‘woman are miking ps Sonate Tove. tn their passion they knock bedside photograph on to the Noor. The glass sates hs Pietro ofthe older man, (once, sweet the memates you metome) 3A ierwe guard dow is barking ouside One gir one boy, 4 The door bat ings. Patting on 2 tobe, the young woman descends hhuricly to amwer the dr. “Frank!” She sounds worried and surprised, ‘So where he?” demands the older ean Some get. some jo. 5 Clutching his othes, he younger ‘nan i jmping over the Pleony, Memoriesaremade oti: 6 The young man reaches the a and pts in. He imagines the Younger woman, writhing exot Sally inthe patonger eat Si Sealy the oder man Bangs tmsiy “Come oa. Get ot ofthe car 7) The young man gels oul The folder am hands Bim pit of unsig shoes "Pu ‘em ont We're funning this marathon together, father and) 300. The young Souing carying eh Plrares, mie posh and weting 3 8 The Peugeot symbol, Wet Pengeon The dive of your We Voiesver “Tae Peugeot 306 1's “The sng inthe bockground is Dean Martin's “Memories Are Made of “The. Civen that on fie viewing, the audience ely to rad the ‘ening event a case tle of covered adultery it jolly, exooning tne srs anomals n contras to whol i cen TU sels 4 mood which oos not mate the story. th ts tikely ending of violence and revenge. Elements inthe images the older man’ dark complexion aad Tan acs the apparently mich younger wie the setting by the sea (Sil), the quar dog suggest aia amy and ae ote sense of foreboding ‘Noun te fn event when ft bocomes ela that the der mat the oun ans father eats thn the womans eck! husband, does th ong. trspoctively seem appropriate And when ths fevers comes, ‘ry cre event in memory or on suuequcnt owing ~ changed. The photograph bythe bed war OF parent nol spouse, te aa et Due slely to avi raning nthe race ete. thik contest, ao oly do all the ‘vents and ines of dinloges Take on new meanings. the al ine also ‘esomes ap “The Peugeot 206 i family tiie Ione sens this means simply that the cat suitable ora family but in aon the word Tamiy ees the mistaken inseam that his was ‘ory of the mafia. The word nf reer tht the parent auleroas Tove afr anda more general seme, othe dsprcemtent over whet 10 run he marathon, This story old in tity seconds through pictues and very sparse da logue. Avsuch itis rpresentative ofa artic Kid of eevnon adver thement, These are miniramas which campos lepe number of hati events into a very short space of time making use of highly il and sped ating. Av sch they make the Cle we of muse ong inagse and dsloge together though its ateresing Wo noe tat they revert inti fnl moments oa more Waditonaelince on Writing in spoech, The lends wih he produ sya ad lay combined wih {spoken summary boncvoloet and complacent male woe speaking — tke the carats - wih tana Eaglsh pronunciation,5 Pictores alone Petre, however, dolar more than eaery story: I lise ey 09 ‘averting rom the 190s. "Keeping opel sith the Joneses’. Marshall McLuhan wre “The copy is morlya punning pg to drat the er! aces wile th pie to mr othe hye weve Twe who ve spent ici The protesting aout fated steading copy se goends fo adertner, a lsttalles ar to brewers, ad mora Censor are to boks a las. The protesters ae the bet scimers snd acclrators Shee the advent of pictures, the obo thea ey ‘8 inidotl and ae asthe meaning of poem to a porno he words ofa song arto a song. Hight iterate ppl enn ope with {he nonverl tf the poo they dance mpaenly op and lwo express pls dispproval that renders them ae and fives new power md author fo the ad The onconscow dep Issages of as are never attacked by the Meat, bozase of thet incpacy 10 noice or dni nonverbal forma arrangement sd ‘meaning They hive not the at argue mh pcan (ScLaban 1958: 246 ‘The foresight of these romarks plished at time when book ade and says of ham toned toe gate rent, sting, Aeris rely more and more apon pitres, whether cre orp othe Ira camino copy (Even a quick hnce tog the Brita Ce nf “Audvertsing and Sele Promotion oe the ease reports of stacestu Cm plait spin ato ste Advertsing Standard Authority (ASA). reveal that great deal of ial enim centres pon wording, dey i monstably subse oie im many ces) ‘Melahan, pblshing a time when fclevsion averting was til in ‘stnfany, an ade wer: far more relat pon word and er meanings ‘han ows ght have boen excused for mijudaing the relative power of siterent odes, Forty yeas late. not only have petures gained round, bouts language, wher: it use Ians futher and further oward meas ‘ngs drives from interaction wth tures In alition, many ade eeate powerful and complex mesaye emily or almost entily through p= end msde tay igang ration th This "Lt Sik” (ateevnon and nem frm 191) for the ter rationally bestacling chewing gum’ Weiley's Spearmint (igure 33) Lie the Peugeot 060d (eom 20) too 2 aeratve. Hes tty Frames in sinty seconds, But tn fo ks kiln comes ory that wish to analyse hee, but for is extraordinary nck we of 99 bole imagery. The fale fst the ens “Al Right Now by Toe Pores msi, poch and wring $5 pounding pop song of 1970 (suey etleased at the same time as the ad). Though the words of ths song also concern a meeting between two stangers Thal teat this ais messge abd is method as Fundamentally non-erbal cI belive they are, hough also bie refer tothe mood of the song inthe analysis Tn order to seus the ignieance ft the diferent images used Isha fis aced to give an oulie ofthe "Thea boxne with abroad panoramic shot of bus ~The Westerner — snaking sway io bright sunlight pst high moustais though pais fll ‘tripe wheat (Figure 338). The eimers shifts to the interior of the Bus Irhore a young man and a yotmg woman st across the asl from each ‘ron the inner seas (we Figure 3.3, Both are Blond, white, conver- ‘onaygoodookng. They ae tent tracted to cach exer but shy-She tance at him, bt ah looks barks looks aay. Behind the couple, we ‘lmpse the ober pasengers a Hispanic coupe holdings bunch of flowers, nuther white couple, an oter ‘country coup (he man wearing cowboy i). There are allemating close-up shot ofthe youns man and you ‘woman (Figure 336). She reading a magazine. She loks atthe Youns tun agin, He looks vay, out of the window, but seems pleased. The ‘Scene sits Bock to the pie oui” Llegraph wes along the rod, ‘stant mountains,» Hest haze The next shots are extreme close-ups just the eyes an nose of each main character ia tue (See Figures 3. and 133), He glee sideways se looks back. The scene changes bck othe “xtetior again: a combine harvester, a man On & horse ing past ithe tir dietion. Back id, the young woman f fanning erst with her IagavneThe young man reaches nto the pockst of shir. We se 8 Closeup of his hand tating out a packet of Wrigley’ Spearmint Gam He fakes oot ick of gam and then looks back ato the packet I was the ast tek He Restate then offers it he and she acxpts. Prom the sea it ton, a smal boy Tooks round euro, ual the hand ofthe visible ‘Hull Hide hi escends firmly on tO his head and twits him ack towards the from. We retun to the young woman who is reading the Wiikey wrapping paper. The camera shows het hand in close-up a she reas the stn land fers one half back tothe young man There tealernating shots fash very coe ~o the two mai characters ooking tfetionatey towards each ster. tn 8 longer shot of the Hneror ofthe tu she shifts herby cloner towards hi. He does te same “ihe bs stops out a ing ale "The Roscbud. Outside, there i svn parked and hore tered a eartwhee! fang uginst the wall ‘Ancol-imet with Tange te board iting onthe pore whiting 2 pee of wood. The young ma faving te bus. He tone and raises is Fronds na pesune of eigation, We so the young womans ace lose Up. She looks down say. lide the oun man ste down, while outside the bs pulls away. the young ma ste dcjectod he young woman ents hind him She as ot the bus be wih iPre, sic spec and wring ST “The inal shots show bis hand with half a stick of Wrgy’s gm, an ex hand with th oer hal The two halves join and perfect they mer into one, then tensor into a whol, fll packet. Weds appear on the GREAT TO CHEW. EVEN BETTER TO SHARE A mle voice 9s “Coo,relreshing Wesley's Spearmint Gum. Great © ‘how. Even betlor i hate” The hands dsippeat, and We see the packet thi a, there are foe diet petri perspectives. There the toa sweep of the outs word of nature sunlight, corm, mountains = nigh fer, gra word at harvest tine, i bi the adtinal (horses) andthe new (combine harwsten) ae in harmony. Moving in ‘ore clonely, there the wal wor ofthe bus and the bus sation. Tis tho harmonious, with a ctensaceion of American soe the old man ind the Hy he ral coupe diferent enc groups: Moning in even ‘more cenely, there ave sts which we sce the young mn and woman. Stn this sel contest forming lationship. Last elses fal (gare 324), we ee thet aces froma shore a distance tha the image ‘ne of complete stacy. Only in an embace would one see someone so ‘Src. The mnt dominant nage the middle perspective: the Young an snd young wean forming the flatonship ina socal ante The overiding pression, then of young man and Woman meeting ing heal laseape ae part of harmonicas an approving sce. Sabo very Amencan work the pane the old-timer. "The Resch {Ghe same nme the led which symbolizes Tost chit ia Czar ‘Kave) I ceive upon the monogamous Hilerosexad Flats ‘man anda wenn, whic ia ttn eee apon the prt ~ chewing The bus the sol world, saves shoul the worl of ture, A Tuer fvmny betwcen the huraan and tual werk! elles by te coho the coloer ofthe corn ithe eolour ofthe young, wonis ai. In the sho ofthe sero of the bas, the couple ae atthe me, moving. Bul Sparel sil, ah the acuta wold vile tse the wo Uke any eoupt. they have both a scat ieniy few they appear tnd with, the oer paste) and prtvate ona they app etch Stier (Oe clowupa) A The very heat ofthis ge the ck ot Eu Psd ro al to had, ie vgs thet togeter and oem the Bond Evtwcen then, Thee canceniie levels af deta ce tos represented di rma (Pure). ave boen using the word “ae liberally The view of the us reminncent of wedding Viewed fam thea young man i woman tony siting on eth sle of these theses inthe pews hin thea. {Only the lle bay = ike choos ~ inom of them) The woman Sms bein he young woman ic holding bunch of flowery He58 Material Figare 34 Cone wor iL tk bridesmaid. There are otier parallels too. The young man reaches in his pocket forthe gum a a room reaches for the ring. He gives eto he, and {isn symbol oftheir union. Inthe fal shots. we se an image of jones hands (another symbol of marriage) and also ~ inthe oly merged shot of the whole sequence ~ a ransfomation in which two become one. On the fer hand, the saa nate of the encounters emphssized hy Both the ‘words and te perio of he song. (The siow and signicant placing ofthe zum inthe mouth sugges both oral sex and the communion service) ‘Thetis a tension between his image of holy maimony and the tory ofa ‘awl pick-up, botwoen s sentl union sanctified by sty and ne Gute ‘tsi its intitatioalina consents "This ad isa clase exanple of a common advertising theme: the product bringing people togeter. Its presented atthe ceate ofa sweeping View fof the com, socal and sexual world, drawing tthe most powedal ‘American ideological megs: the Midwest wheat fil, the plural soc. the marrage ceremony. ad (the wheaten hired woman symbols fe tly) a marviage of mat and harvest, man and mother. All his in one rminote, and without wor! Pictures mas, pec ad writing 59 ‘86 Speech sma writing When you ely have someting say ~ say ia ea ‘Wodaphone ad) The dit aay fom language towards msi an pictues is paralleled by referee within th langungeofelevnon ads fr the sub-modes of Se Ul speh over writing Hoth tendencies elle a general preference [oF ‘ratty sound and son are the webs of fae-toae interaction, while Inwnting we nsither see Hoe hear ur iteeutoe. Turther evidence of advertisers tit the greater power of ypeodh i ravi by the univers tency 4 tleveson ads to wSe wns Cor hoe pact of the mesige which are ta upon He fom outside. Th Bria coat is theoretically voluntary. Two regulative bodes, the ‘Auveting Stands Authority andthe Independent Televison Com ison, an heal on artist comply wth eodes of practice. One ‘fhe rls of regulation, whether lao voluntary. the appearance ‘Severn o page of dselimers chs 1 Rates (arab, corel at 22.00) ate 4.4% Gros PAIAER for bal ues over El. 6a% PATAER for balances over 258, 2 Past perfomance aot nese to ire performance 3 Cards normally plod fn 24 hous of Tes in exsepional cur 4 Some stds suggest that high low-fat dit may reduc the sk steaeer 5 Allpradits and services atallabl at mast sors, {Subjet te wvaabiis In theory the purpone of sah caveats i 0 rest, enambiousty, any {ae impression which night have Bech given by he ao provide fc Information wich i has ot mentioned, bat which the eomsumer ht fei. In prvi thi alten ot the ese, Even for hose who Koo ‘iat PATER mca caveat (1) har progestin the tn seconds iis gen on secon, esesally when shown in conjunction wih an ener taming andl story Caveat 2)- about stare pris. sem onl Sot the obvi Is anything but arin (3) gate Row tong oe as to Wit fora crit cir to be replaced oF in (4) whether there are other Stes expresing the oppose opin, while (3) comer conan ‘rum Sometimes tere apparent =f no Iiral~ cntraeton betwen thesanall print onthe erecta the words Being spoken a the same ine In (the writin words Subject to svaby” nae at odds with the one conidat spoon fin, ‘Now aap at Boots The assumption that the viewers stention ison the pstrer and sound almost ertanly oro ad bonne out by emptied research ung eye Wacker whichMaterial ‘monitor a subject's atetion to different parts of a sreen at any given pont during nad, In children's ade thi Knowing eamoafage of the ASsodvantages of purchase can be pancuaty decepive ad eve, or pe tures which show lvaly detailed smoothly functioning toys and ames te beled by such unnosied eservavons 7 Some ssembly nected 8 Vehholssold separately ‘Ta pris pst by ty cnet ate nt ol peo evision. In rato advertsns. where procesing of necessity linea Caveats cannot eben, Tey have to Be spoken up rn! ke eying te. In print as in comcast, they are rationally downplayed by being {eked avay in sal pent at the hott In the USA. howe, hs i 0 aways alowed, with one amising ensequencss. Ads appear wi ims ‘which seem Batanty undermined hy lrg oigatoryadtions KIM LOST'SOLAS boasts one advertisement for lining pro RESULTS NOT TYPICAL seis the ela in uly big letter, immediately enderneath ‘A pactisulry interesting eave ofthe relation between pictures and word inaaing thot af oblipatory caveals, tas bach evident in Beis Sparede advertacment. Subject seresingly stil legsation fob ‘ng any siggston of povoral or socal advantage fa seoking, and ‘demanding ever larger i utr raring the belt dangers he aus resorted to unusial tales A oma eres of ade oe Sik Cag Fetter named the prod by sing pictres only, ann made this ae of taming the content of he a Ech ad showed a poe of ik and ct (Tor "ximpl, pee of sil which fas been eat hy sess sik th nd Poodle whi has ost eon trimmed anion with spikes nea a pies of ikon an ioning boar), Despite widespread acclaim forte only ‘thi srategy. i dain fact upon a well established technique ith Teng history. Ts te writing in whch eae sabe of = compound words evoked by apse Ylang 10 homopbne 0 ha ‘oC mumble bys east st hen bal “ (ating 1975485) ‘These ads were widely believed not to name is product. Nothing could have been further trom the Wath for in Tact they Consist emily ofa Pare msi, peek ane wring GL elaborate and roundabout ing Inthe words pictures apiece of sik Stood forthe word “SILK anaher abject ov action stood forthe word “CUT tn two combine to form the composite SILK CUT which nea tamed the cignetes. The ade also wctia ditintve colour (in this ease purple) to sily the product fll, This sswciaton, which We hive Site cnoounteed inthe Sprit ad, i another meuts of wordless refer feet a pro, whic wisp inthe marketing of major brands “There was, aeady remarked, no writings tse Sik Cut ads, bul there was, of couse, wating hth thom. Eneh one carted staotory alin waroing, writen i age lear eters (lak an hie) and weeupy ings eaten pace, saying or example SMOKING CAN CAUSE HEART DISEASE [Nothing could testify mone strikingly to the advertisers th i he supe Foe per of pltres ver words than their evident bli thi i was il ‘woth advertising in thee conditions, One mig even 2080 fa 6 10 Sy That the warming wes el. serving (o Mol) the ads (which arid ther the writin name of the prague Bo spite) ws one FO 17 Langage inthe service of pit Visl puns and mctaphors hav Recome common and complex feature tf much contemporary vertsng (Fereevile 19%). Examples abound. In fine ada tote of J&B whisky which might be deseribed in words such 3 ie grain ata on tabletop whose wood has a vse fine grain. n Geren seme. A bole of Gordon yi ad hss in whi thas ben poured ‘over alls (ue ontnge) stands on balcony witha iow ver the Sig of Jala. In these ads the punning phases are writen and the two Senses ist In tier avertzement, 2 word of phrase ean be {voked wholly pitorily. Many dea! metaphors are fetalized by his Technique of evoking words by picores. Thus nad for Uiea” Bold washing powder showed money ‘pouring down the dei’: ana for one VRourane rm showed soar erally stenting the shit fom someone's back “This os ype of visual metaphor the dain and the shirt) has dis pened with both speech and wong, though they do evoke ext “omatic phrases. this thy manifest am alaisie tendency in as 10 fetur to pre-o aiasiterate forms of communication, and particularly {oa stage inthe evolution of wring between the use of petures andthe fst lopogra writen sign whic sigan ole word) Tough pe ores may rf oan event nthe werd they canoe be sure to evoke the Sine words in every speaker. A reprecottion of man hunting 9 eet Pee may ek many ferent sentences such a the doer de, “the62 Materia man ken anima ete. ‘The st rel” writing tay be sid to occur when a picture or combination of picties i ned ot tan enya {yen in the worl ~ and thi t all ofthe many linguistic gms nd en Combinations which my reer to = bat toa word tis this complex ses of the nate of inguin. ad the ee iwshis dey enter ino with non dngussie sigh, tte sal tn ‘more detail and more cont Chapter Evercses |) Comment onthe we of words and picture in Figure 35 and the ele ‘ionshiphetwoen them. What doo tll you out thee he et audione, the adverse? 28 19M ad for Rorhman’segaretes analysed by Willams (1978) ‘howe only @ man’ freaem resting on aca dw. he following rentsin the picture mia be interpreted ws meant 1 gold tai speso a naval fee on he sleeve nasal hand nd bay ist * anespensive wath Pres: music speech and weing 63 ‘ahtiopter i refeted inthe wing iro the Rothman’ cat of ems the word Rathnsin's posed onthe picture {packet of Rothman cigaetes mpened om the pcre ‘hat do thes elements mean, how do they achieve ths meaning and isthe kindof meng the same in each cise? Ts a would mw be iega im Britain. Do you ares ha sch a for eigarlts should be banned? Choose ama which tes «sory through pitures a mie rather than daloguc, Video it and transcribe sing the same Forma Sec tions 32 and 34 (This is much easier iT you have a teezeteame iso) What_mesings emerge fom the transcription which you ised on a fit sewing? It they are only evident when the a it "raven and studied, why were they includes? Further reading ‘Seminal works onthe relation of mae and won are Roland Barthes “The gain ofthe wi’ a Tnge, Mus T1977; Leona Bert's (1910) The Unonowered Oueson: Rober Hodge's (195) esay "Sone More rece, relevant readings are Tow vin Lactken's (199) Spec ‘Mais Sound the section om sng my on (1996) ea “Langage Ply in Engl and on music my book Longuage Play, Language Lean, (aun 12-25). ‘On the petures ofa, the last chapters of Goliman’s (1979) Gender “Adverionent, Chapter 7 of Berger's (1972) Wass of Sei and Duras (98) "Rhetorical Figures in the Advertsing Lage are all though Provoking and entertaining, making thee points by the jtapasion sna ‘Soreaton of image withthe minimum of commentary. Though ween Some te ago hr insights are sil relevant toy, More recently, Kress find van Leeten' (1998) Reading ages provi a introduc othe Sin in which images commniele meaning: and Carle Fores (1996) Petra Bphon in Adve previ naa a ow rages Joteroct with subette Fa words4 Language and paralanguage 41 Language and paralaguage: dimensions ofthe sign Language is usually carted by marks on a surface oF sounds in ai sraphetic nd phonetesstance- Each of these pve ri (oto ki of ‘esning simultanonly, On the one athe susan perceved the sound or leter ofa particular language (the phonology oF graphol ‘4y) which n tan’ form words and Word combinations (the morphs nk grammar) which are in tum perceives meaning (the seman), But the sibatance which caries language is abo the vice of another “nd of meaning. conveyed simultaneously by voice aly, or choy of Seep letter staan oom Thi te kind of meaning. caren together ‘with guise meaning, paralingusi ozs Sesion 12) —a term which flbo embraces other meaning Behaviour which accompanies language tut docs aot caey inchs geruring, all expresho, ody posture eye come or the way wring bound or day, Paralnguage as been neglected in tweatiethcentry linguistics. This stems in prt fom the werk of the Swiss linguist Ferdinand de Swe (GR87-1913), The next ston criically examines some aspects of his "ory partly beens i ussol inthe tay of bth advertising on se ‘ature, but ako a3 way ef opproaching the many types of parting ‘and discoursal meaning wich negls, From there the dncsson moves ‘on to the semiotic theory ofthe American philosopher Charles Sirs Peirce (1808-1914), and a eiue of solos a genera The descition ‘ofthese theories inthe it hal of ths chapter wl noise some dg Son trom the analy of auvertsctents but one which I Peiee Important, and whowe relevance wil be clear inthe second hal of the shape. ‘42 Semiology and semietes "Tho word semiology (whi tunes dhe French émloge) is aso ed with de Sapte. The word ‘emote was sd by Pee, Both ler {o the study of sans, bua illerence sometimes drawn Between the Language ond parlanguage approaches of these 190 leading theorists sal se the term “Semiotics? toveaner both, though sehen faking speielly of de Sausure’s theory refer to its somioley’ 42.1 Sansureansemtology In his theory of senatgy, published posthumously a 1915? de Saussure (ors 65-78) deseibeds langutge x asymm of signs which ave Ineaning by vrue of ther catnip to each oer ach ia comprises {igi (2 word) and ged ( sonecp)- Each mge has meaning only Sys elite andthe ft ha ste fin share by oust A langue ea sal ae convention, Within Inger linguistic units sch a sentences, meanings are created by colces fn relationships ol signs A sentence ~ 9 embvnaion of signs Se thus complex signer fora complex signified, and maybe tated as 2 Comptes sign, Saussure was primary ters in spooch regarding ‘iting as derived from i As speech anole fn tne, wath only one sin ‘ecm at cach moment there are two ways of eating meaning. The Fists the syn, in which sigs erate meaning by tei eltonsips thespns before afer them “by ther order Thus sue what Let {eat what 1506 {as the Mad Hater observes in Alice’ Avenues tw Wonderland). The ‘Sccond the paradgy,n which a ve ign ees meaning by wrtue of isrclatonspto other sign which mgt ave ecapid the se ot, but ‘ido. Thas doesnot have the same meanings as Hove Cote Ther is set of words which can lick slo in hs Subjet-Verh-Object ‘ericnce and substitution of one for another wil ange ts meaning. This ‘isn of meaning through combination orehice a nied to fnguage Tee conser clothing, for example the expression of semiotic system ‘vith sil meabing (Barthes 1985) rather han jist a means of keeping Arar then we ca sy tht arama the meaning of top at ‘itera fron hat of basal cap. Ths paradigmatic meaning seatedPnme panna a ‘veal ef ad meaning dnt ony rom ach ont bat ra ‘hcreumbinton Some cnt ae caventand oes es by choice wil be feted syntgnai meaning crete by combination (Fipie 41). Atop hat hot" ilerentspieation when worn Mi evening desthan this hen worn witha swims These notions of poral and synagn tay be extended to the pi tures ofa In-Last Stk Tor example, 4nd, whi, poung mat hone isa of Bak mano oman old men earl match) a placed in emtsnatin th syst) a bode ‘white young woman, ins bs (no Cale in pate (ol the Bros). Dillernt ocean comtnatns yl toca meaning Patadgatc and sya ces ns ave part rekvance to ‘ui nto Ths yet of sop ad the roping ts win them ae generally paradigmatic rar then” yntgmatc {Gehvet Ward 1987) Ina spermatic we ecounter al pes chee a ‘ne place, of omit poste nate of pa bse in anthro nn fnothet sd $0'on We sls one of tach to ilps However. the shop wat aranged vo tt movzrala ches one Ki ly of tomatoes one Kl of za sand oe ind wine occured together, forming the combination ‘peace margheria wth Chant hs sould syotagmatic. Atmos some noes hive expuimente with yo Tagmate marketing ying to stout product a ssto for cumple breshave hin razr + shivng soup + alr shve aon. et the proach to oth adersng nd marketing resis para Pod vets ae presented as ltrs to hector, rather hana com Plmerts othr sesorpanincts tne Susie's ew, hue sins ae arbiray. There i connec ion of meaning betwee air and ned bu tot motte by any esemblanc betwee thes thos only bee ts knw bod by people who us he ssstem. Though the meanings of sins change ‘ve tne set within fe power fay sna o can te they sre both muable and mmable. The hry 4 sgh ts acronis dcvelopment sot part Hs msning all shat mates its pete po tion the stem, and The sychrn ratoshipe Hehes na oh her sn, Language ond partanguage 67 Saussure’ description of the ign as SIoNIEIED, «he extend odeeribe sh guns metaphor n which one sigilr Felers to two sini hy vie of a shred component inthe seed "hgh notin th iis, and pan where hy hanes one snr relates tet spied Figure 42 gees exp of metaphor fom fhe Spite ‘undp rom the Pogo hath ded in Chapter 3). Tatar ee 2 Metaphor ne exmenel at elaom Hewson Nr md Inde Saussure’ semiology. meaning i mate of enc nd decoding By making appropriate choices and combination eran wh knows th syste (the fang) encaes iso her ought int word and rants {hem to another perso (in posession af the same lane) who decor es eles to asthe cond metaphor (Reddy 1978) more bla tthe “drsiapipe view’ becuse stews language as Kind of Pipe Uuough which encoded meanings Now from one mind 10 sneer, Te ‘eaters The condi mtaphor presents ngage and thoht te que Separate, and this = dxpte some protestations othe coneay (1974 112) AT what de Sausure docs Thought locked i the head of eh ‘al tobe moved rom one head to another by words (see Figure 43). “Theda of communication a smple decning proces prevalent in some semiotic approaches to avertang. The pope phrase Devo Aiversemens was st used by Judith Willianon a Me ie of 8 be Published in 197, and Ie has hee ech widely in courses al public Tons ver since, The exsence of Wiinmson's approach sto unvel trough “alysis wha she cls the eal meaning ofthe words and ages of a8 {nad the al work to which the “unreal age of therefor COTS6 Materia A B gare 43 Talking hel de Sas 171. 47), (Un this thete a clea assumption that realy” snot only quite ds tine fom “ton but ako mally superior) This, for expe, the ‘outset of her bok, while examining two as fortwo warts of Chane petfume (Chanel No.'s and Chanel No. 19) one-showing Carne Dencive, the olber Margaux Hemingway. she vlicovers that bath ‘women are signees, the former signifying wens French Bey the Teer the essence of being “young, American. way ou” (I9TS 25, Although such decoding ehigues do yield interesting insights (in rae tie often rather obvious ens) a drawback of the approach hasty st isfation that such equvaenes constitute 4 complete analysis. This ads io join all eonsidertion of what is particule to the sriace od course, ofa particular, and thas mise och of some kl The infcnce of de Sassue's theory of language has Deen immense. Even rejections or moiztions (like this one) remain dominate by fh Aetining themselves in ogpostion. Despite thei shortoming. de Sas sures ealegorcs provide useful staring pot, may of coming to ips With the complex and elsive nature of human communication. Thouth linguistic communication i no eeted solely throuah a code, does involve knowledge of cole, and the Sausurean apprch provides way ff describing ow tht code works Yeti the study ofa massage involves thre ass ~ the papel, the textual and the physical (a tspanit division which if owes rch 0 ‘8 Sausure)~and the eationsip between these aoa, tm i fa to ‘ay that de Saussure dea wel wth the textual are, futbol wh the ‘other two. His scription of th prychologeal status of Language tele, too heavily on n dubious division tween thoveht and language (1974 111-18) and onthe assumption tha the thought (concep) ofall who ws the same ode ae suet sina foe the mean of ex tobe = ‘antialy the sime foreach person. An allemaive vow i hat thu ‘specially thought bout the Kind of messages handed by Inge 0 [Sosly condoned hy th! Inguoge tobe sepia fom iu And inter Language and parlanguage 68 ‘alized enening inseparable from the onguage which handles it then t i arly sad tobe itera tall for lnguage ead outside te Individual in interaction wth hers Our very henlty may be outside fuels, in Our Intertions with others (For futher dcusion see Chaper ‘Noe thought (r language) s uniform among the speakers of 3 tn ge that it il llow th kind of staghtorward dacoding procedure thst by de Sousure Speakers of English, receiving the same day Interpret iin subwtontily efferent ways, depending on whether they are ‘hiken or adult, woanen oF me chor pony, and 39 on A combination ‘igus desing with nonlingusie Knowledge eestes an ilerprta ‘do, perhaps eembfng the intention ofthe sender but by no means en “Although language in de Saussure’ view, depends upon substance foe ‘ransmison, hs interest i this substance se very limited. He even peo owed that gusts should not concern set wth particu aerness {Grole) orate ofconmniction tall bat ony th the eode (ange! Inde Sausre's semology and many other skool ffs, the ole ‘ot asbtance only to provide enough clus to aden 8 particule sie, Sn other aspects of canbe disregarded. Each word ~ each sign den tied by «patel combination of phonemes or raphemes derived Io thestecm of sound or the marks writing The ord va Tor examples fr succeson of thee phonemes if JV i speach, oF tee grapes RLALT in wring te mportant thatthe shapos or sounds ae such that they will be snighed fo a partcuarprapheme or phoneme and not cause ‘contusion with other phonemes or prapbomes: but other than tha, i haere nite what they are made'of aor what their exact sbape oF {ound i The Engh phoneme may be eld by Seotsh speaker a ‘tla by somcone from England or the United States, or pronounced ss @ oicallabodental approximant (1 lippy 7) By speakers who cannot take either ofthese: itmay ave a higher pickin» ci speck than in inal’; but rom the Saussurean pn of ew none of thee variations str sete function. All that mater that he recognised 4 Token of the phonet and thus conte othe eampostion ofthe sig rier ra. Story a whiting a'r or “or & oF B wren oF printed tm gold or paper or chocolate, nests ony to make a shape sth a "fle a ectve o perecive the grape R. From th porpective in de Saussure viow, eter and tnd haven irc importance hair anction nly, through staat combination, to realize the rir, which once aid ca str eleing nto meaning syaagmalc Combinations with ther insLanguage and pavaonguage 7 42.2 Language and paratonguage The Sausurean approch, in desing withthe relationship between ln pusge and substance, leaves great deal out of account. In communis to modes of meaning are not separate Pa age and on ocision outweighs (To soe tha ths re ater the expeinent jest ate in frend or ‘epls corel only wih the paalingusic by (rat ad oe sao them, but onl wha ha Been done7 Materia Secon although rrstinguisis behavior signs. and is broad sens smote th are ion uit difeea rom ‘ac of fngvage. The lapis sign, we have son sve dle phenomenon ease of fing ter ono thing or soothe. In Unguie terms. sounds erected ar one phone or snthers th are bo ter. tit aes (Though ae ou crest comin sounds between SS an pi steam of speech spars langbage it tha inton would perceive: sound slong tht continuum ono he thr) ‘Words, compote of planames inher ths sha qa oft ce, poncnis a word eile at pao ather mor, bu hte se mo Intermediate cases. sna ethene qaly pig with fete Many Fatigue phenomens om the ther andr rae, They ae a tsa Stina o esse FT amie st jou whe speaking, Squcns chan uh ay nerve oda the breath a ay sme strength of my suze, othe Tous of my ag, thus sing more ors of wheter mean by thes sons Tisha to por fn eonsqucnces. Fist ther re am niyo ferent dace a Parainguse phenomena One sant specly the numb of difercnt Sails sd sauezes and gh albino peso eprtoie.Sae oy ome cannot eq rad prainguisic phonomens rth ngage by sarang poapnaing into mor Paringunge erally teynd comple dsenpion a anguage pease ele ileret ido cmmancation Tom langage (Cook 1930) Thats why, when taking shout these ats had to ue the vague pewter is 1 tnean by them’ This na ost one cannot sere met he {aug ian approximats way. One could sy tha ugh general i Sin of amunomontOne could goon to enor laugh ino rari pt ites seins cle) nd atte dre mango these ateporis. But ths nto say that one cam dsr al peso laugh or fy rans ie meaning into won Th sme of he aralangunge of wring: onder the meaning fs rw ay opposed to operate crip nth numer of ncrmeate poses in hese espe humus paalngsage maintain the pode sgling sc ty animals: The bat fs do ens sng in mate sate wy ‘sa human sm, y vag ntenity. Theres ht some human valnginge ao cures Ungusie mcunng I'you hear my Wie, te found waves ie the inbmation you ned moro perez the sym {apna elatons ofthe sans of my menage nd st sbow decoding 3d imrreting them: but yes wl sk Know, fom the vole, pl ad imnation amy vo, smsting sou my enttinal tte sail iemiy "whether ta ary or Bred. or extend that a at idle cs English mal Forth eas human communion some tes hc tng Ss shane (En eat 7) Every terance ers bah gues paralingustic meaning ‘That otto Sa. however thom Srna paycholgt”hane Language and parlanguage 73 veto argue (Brown 1991 25-7, 52-8) tht the sata of a= singe ts instinctive and univer, "There are ao well-documented ‘aration (Moris 197% Mors fl 1979) tn tht respoct the analogy ‘vith animal communicavon is misleading for while the commutieatve ‘haviour ofan anima s generally speaking. common to all members of that specs, human paraingnstie communication vates conidraby ‘Gontanivecltaral analy roveals many eae ofthe same pralingistc faction having widely ferent meanings in diferent cultures. patil ind of touch, promi, eye conte, usher or vote volume may ns nothing. oF something qt ferent. when transferred frm one culture {o another. This causes considerable prablems for advertisers organizing {ntematonal campaigns, who mst rie that te often moe tn the ‘words of an a that nce translation (Usui (999). The ter copy adap {ation hes hecn coined to emphasize this itference from ansaion The sgninton of parlanginge generally ite a arbirsy as that ot lngange. Yet although a good seal of poralangbage nec nr ‘nor clture-ire, many aspect of tare heyond consis contro Ath ‘esse may wad deliberately (nol meses hypocrite to hd & particular message: at other times they may emerge spontancoisy guia the wil ofthe communicator, en people ‘cannot ela ing or sing Many pralinguiate features communicate relatively per ‘manent featur of partcuae individual, ncading s,s clas nd ge, Language is mich more under concous contro Thus one ofthe most distinctive features of human language use ig (Lyons 19775). Wis posible to argue, 3s many ligt do, ha praise of mo concot to lingustis,bocause language es understood whom igor fusly lated from such dstactng phenomena. This an dd view or lnngusge sever acurs without paralanguage The two cont interac aad communicative competence involves sing bath together - bal ts ‘iow hick hs msmerzed and ipoverashe ater nguinics, (CHOMSKY {Gs though differing fom de Saussure by denen languages ¢ Pyehologal rather than soil phenomenon, is agreement on the ‘atheioa of pacungiage) There are bowers, aleratve views: The Rusian lingit snd plosopher Mikhail Baka {1995-1975 ina ct Tique oe Sous (Ht pbished iy 1909 under the mane of his co letaue Volosinow) sugested that hi dogmatic divorce tween the sy ‘of lanpiage and paralanguage derives rom an overomphasi on writen ‘scoure (Volosnoy TSN 52-62) Though gees professes belie the primacy of speech (Bloombek 19362; de Snare 97429} hal cially anaes is sb! unlly wating Gamriptons of speech, or ‘writen vented example. This hase a oth an anderemphs and ds Tortion of the cle of pucalungauge in communication ~ for although wring hs its ows paralinguistie eats, they ate commonly ls potent tha the parlanguage of spoken interaction To lierary stds, patligusie Telus are, wih eave exeption,6 Materia considered to be of no significance at all. (Imagine the unorthodeny Saying that the eect of novel was altered by is nding Or hes of ts Print) Yet iterate 18 ths ~ and in other sespocts = an unusual i Soure. Certainly, anand of advertising wll mt et fat with a gu ‘es which excludes porimguage on pias: for advertising, ike many ‘ote types of discourse, aris heavy proportion ost meaning Pali tistical 423 Peirean semiotics “The semiotie theory of Pie provides caters which supplement those lof de Stusure. Dein sign very broadly Something which nds to somebody for something ele, in some expo or capacity, (Weir [1931-8 ire sugested further pe of sin don o these of prey ai trary conventional nature! Two of thet, which prea wl a snlyer of averting. thie and ‘An indore a sign whch pot fo something ce by ve a caus sclatomtp. This estegry tac such natura ereecrrence it Soke andre dak loads and pending tune a human footn and the presence of maa beng DoH can ao eacompas More cone Som conoled tani TheImprn o ast sn a id the ving land of ie mare hough i sien Of the wearers ‘ppl aebitay). % wedding ne bah an ado aaage {tecase we sme the rig was pat on dving« weingcocmon, ‘rity coi of marital sion (1) an saan aba sips ccc the conection of wear ring and being mare purely conven ‘ona. An ain acute magazine or TV programme an exo he txitence and avaible The nto th ar partic try eet inthe desripon of pralanguage.A sured vows wn index af rac for tat xo aie an of ret Yt he inerpreation ofan td ota proces of decaling depen 9 sowed ofthe word nd wil vary rom on language ter to anther. Sweaty pains may have gute dite inden! meaning to decor ha {01 person with no ski goosng les (tthe Wiosyneay and Senntity of inde trpataton inden, which th lf Sherlock Hotes) “An consign whichmeans by vite of resemblance to wha it en fies Maps and photopra ate sha examples Yt this pe ot ig most lays more comp thins int sppecry Masts tse thor sgid only insome expects A uc sn whe phtoaphof Eis Prey having his amu GH fr (sed san a for Stabs wae) ina degree an con ofthe person Elvis Presley (rot concep of hin) but this does nol etal that ews four inches all, wo dienstonal, mation lessor bie. The meaning of photographs, moreover. dente the wily ek ew that they show ifaw ees by airy seme paradigmatic choice and sytagmati ordering (Barthes 177d) (Who is Evy son with? Who Was he chosen instead of?) Many signs are oie to he one beste the peeeption of connection ftween ined and ‘Sener i 0 bal that H begins to seem natural (Does the on Ineatory door realy ook more like man tana woman?) Fora sign to be tel feoni, i woul! have to be rarsparent 1 someone who hal never scent before and itscems unl ha this sas much the ease as some Times supposed. We sce the resemblance when we aleady know the rmcaning This expecially trae with onomatopocic words wih supp ‘ily imitate the sound oftheir referent. The asian wo pad Dyan for example ae regarded ax onomatopocic hy Ruson speakers, bt ienot pose for someone who docs ot speak Rs fo work ot their meaning trom the sound alone. (Both mean“ fart the His ers tov short explose fat the second toa ong and lol one) Ii ot a {qestion of sgn o comination a sgn beng wholly en, desl ot ‘rbiray, Many sig inal hr ways once 424 Shortcomings ofsemiotes ‘A weakness of the semlase approach i ts exlsive devotion to sini ‘ior, ad then ao air a Snohty once these sires te sored. Subic blinds what unique Udo dhe lence of semi, srw fara analyses of culture and Language devoted tht attention to thos {Gatures of phenomena which allow ne estan to be seen equa! to another and then conconrated on hone fears io the drm ‘ater, ily years ago the mea ws 9 ewotionaty one an Jsty ‘pled the tle smagination, mo nly fer the ae comply ul ig anaes bu ao for spol and philsophia npic Tons is vs of elles snd elt arefct, no mater how super silly diferent, 2s fondamentally similar refeting attract structures tniversaly present in human cultures. was 2 power weapon against ‘asam and eltral chauvinam, More recently sii concent on the univers supsci of human oltre, thovat with very ferent promises, his resriee in evotionary peveholoy, which stamps to {scribe al fasts of human behiveur a criteria of the specs, father thn a he pradct of partial times nl places. Dring pon Darwinian theory.it his allempted to characterise. Merature (Comal 199s) and artim geacral(Disanajake 1988) a seve enlerng vols mary sdvaniges upon humans. Such univer approaches undoutt aly have ther sng, and ean reveal much of tres aboot cular fae, including aaversemens. Yet although analysis of a ad ay76 Moris tenet from considerate of what it ha in common with the myths of erber cultures. or wih ther genres rom its om tine a lace with ‘other as. tere are abo iportant elements which are uigue in are ‘sng o na given ts there are in any gene or nstance or alls henels then, the semiotic approach also rn) danger of simplieation and parti tals Ts ings are uta but icomplte “Meaning i ulways seen as an equivalence elween a surface ipa somthing ele. Words are som as equivalent to thelr demotion. Uitr nee ae redoced 1 propsions(declistive states abou tes of itis in the word and discourse Yo the logical connections between “hese propositions. Naratves and myth are reduce 40 formulae pat terns, Mess reduction te then seen he "underyng” mean in istics, the werk of Chomsky isherited this convention on what inderneat’ language. In ealer versions of the theory (e. Chomsky 18) the search wa for he sealed deep srctre’ of seen a ate versions, forthe computational programme of which sentence ae vi ence (Chomsky 195) Such concentration on under structures — whether i semitis oe linguists = nelects the at that there may also he surface owns wich ae important in themselves. There is moreover contradiction such sm ‘Approach. Tak of deep” and surface’ meanings metaphor nd sd Deri. What is of the surface ~ superfast fale and fmpo-headed what "dsp serious, gunuine and thought Inn cally n both seman and linguistic, the slum that deep stuctres ae ‘hemos important i sisated through ti pursy sarge metho. I ‘we "tanslorm’ the metaptors deep’ aad "wfc. to some unerying representation, ths valu agement within them dhappears! ‘One ares o surtace formotiensimpliled or nelected paral, 43 Exploit Wing ofits nature, mak less use of parlanguge than speech, The pis substans of some wet texts exis nly to resize hnguistic form. This tendeney i veeatuated by the high etn asco to the written word and the elt that is unetion ft ay ifort objec {ely and impersonal. THe function of paranguagei* more olen to express atts and emotions, to sepulte and esis soil clans, tomediate between words end» parla situation. Paralangusge ho mote concerned with factating the process of commniction, rater than with as product the meanings which lirate people believe are somehow sored tn a writen text quite iadependelly of sition std Speaker. A literate culture ypely eleves in and chests, the por tines of objective scenic’, regard! as perting independently of speakers andstutons. Assueh many etn teats spare oct all Haes of eter the station in whieh they were compe. the prowes of the double channel Language and porlanguage 7? composition, oF the person sho originated dem. The natuee of wens takes this possible fort daplaes language rom theme ad place os Composition, enabling he snder ta work upon las an objec. You, the ‘ear, donot see me, the write, you read ths book, o know ating Sout the cicumstanges in which I'am writing. You do not know what ‘anges Ihave made in hs sentence, whan Faded ito the manusnp, ‘or whether I pused 40 have 3 exp of cafes between thse das. and thee, And by the conventions of our eure you da aot are, You read {his Book for the information or Hess eri, not to communicate With ‘ne avandia physical presence. Writing makes the language here no longer dependent on mean my station in any ws). You ca ead This took in any order, when and haw you want: and I wil ot even know. ‘nay even Be dead. Av far asthe paralanguage of this writing goes ~ the shapes of the lelers and so on it conmaered so immaterial at typing these word on to the sereen, do not even Know Bow they il ppc to you, Nor i that considered to be my tui, but tat ofthe pubis, whose eoice of typeace wil be ndenced more by the dese Foclanty whic aid linguistic decoding than by any eter considerations "This persived wnimportanee of paralanguage vases rom genre (0 sonra, However, even im wring, Wis alo very much a Teatute of ‘Sontemporsy scenic cular. I iuminated medieval manuscripts, and in trctional Chinese snd Japanese eallgrapiy. the shape of wing has fin intrinsic importance beyond the linguist signs they Tease. Tough ‘deme hooks may aspiee to an ethereal impersonal. thee are a0 “nao love lets n which everything i conideed important: the poper fin i perfume the at that ts handwriton instead of typed and seated ahs is or a the Lypayt ad io Figure 4 sys, LYPSYLed wth a i) ‘What hs the computer done to thi elation between written text the immediate station of the writer, and the felevance of paralinisie ‘etait? Very often (sn ema) we are very aare of when and where the rier and ofthe process of compotion, revealed in the unedted and Utne nature ofthe esl addon, word-procesing software ists ingly enables smatour writers (witout the intervention ofa publsher) to ake sgnifcant wee ofthe parsinguisie paraphernalia of writing y “arying fonts, colours sd layouts, snl adding ae, pps and st tions Yet to date, computer mediated communication ke handwritten Teter, remains in imo somesre betwee the inpersonlity of print Commmictin, an the amedsacy of face-to-face interaction, Perhaps i trl mowe clover to th ater, ut forthe omen retain some oftheLe Evrae es Language ond parlangage 79 444 Paralanguage re and ads Inthe exploitation of wren parlanguags, Herat and advertising tle sonsideray. Eiymologclly the word ‘hterature’ is very closely associated with ite language Kederivs from the Latin word lier, meaning a eter (tthe alphabet a root which i shies withthe words “erate” and tera” (Willan 1983: 189-8), Ina phrase Hike “the biology iterate it ‘ssa ysed simply to mean “written mater, and despite all dfiultes fof dsintion, whatever eas sontemporary Riera te may OF may not [esis always iin, es ue that smo wl contemporary sense ne sense which ss hard to dein, But which refers It wes forthe Sake of argument, o highly esteomed verbal art ~ Iterator appears to {include both writen and spoken material soves and short stones which fate primarily writen texts, ot ao pooms and play, whic are offen fected, read aloud, or performed, Poetry, however has been increasingly Treated as writen ater than spoken. The importance attributed to exast wording posible only when poems are written dow. 1 bard to Tagine a pocm or play being acorded Htrary sats i the eventeth ‘entry onthe basis of peeformance only, However the reverse ution hh aclaim for 8 wilen text which has never been performed — “quite feasible, and indeed! common. Certnniy, in teademic study the hone of ¢ poem of a play ae ued fo be thowe of the wren tea: these may include a prcsived potential for oral performance though not the ments of aay patclar rendering. Such us, however, like the rotion of lieratre’ sell, relatively modera phenomenon, Many trorks now regard as Hera clas such a8 The Tad or Beow were Fetformed orally boone being written down. The moder partiality for Tring fe revealed by the tendency to assimilate spoken vesbal ar t0 Irring. Ia contemporary culture any oal ereation sich is valued mediately witten down: highly esteemed pop songs and fl serps ‘biekly appa in books, "Yer daypte ths tendency immediatly to shit valued speech towards ‘wring it romais tive that pocry and drama, especialy sway from the ‘thes of academics, prescive features peclia ospeeh, and onl eal sable in speech ‘One fate which iterate ofall kinds preserves ia common with spoken discourse isis aletve soe, ts rrongameoton wih enoion father than wih fk. Literary discourse 6 commonly pereived as the ‘xpresion of some extraordinary individual personaly, whose wes, fxpenenes, memories and emis are somchow angie tas through the fox (Soe a vow elaey shares the "onda vs of an tage, deterbed in 42. secing sta a chanel between one mind and snather) Thi dipcement of wits rom the cieumstanees of ss Drovsion disposer iterate sities towards depersnalzation oftheMateria ‘exta dvore from indvduats and stations, and «belie in objective scent fe. Literature wen poured as he expresso of ii iyz at exe with this The poplar ansciaton of ierary tet with he individ woe of if eestor persist strongly, despite the eos rious schools of ferry theory ‘roughou the twetith century tndermine it. Russian Ferma and the New Cram insisted on the Autonomy of the text and the selvanes ofthe writer’ tour othe Siramstanees of production Pjehoanalyie and Marxist enti, esp thei ifrenes, have fe common a tendency to elise thi wring reveals the sage of foes (inthe mind i sooty respectively) ‘which the author was unavate ‘ust how nsuecesfl sich cea movement hive hoon in alfesting| ‘he poplar view of iterate wits by the act tat everyone — bookshops, schools univests and easual conversions ~ iterate cm tines 0 he eased by author. (Have you pot any Manguer” We're doing Balzae ths term "am reading another Hele Dunmore) Nor his inert inthe ves of autor diminshed- In some expects ths obession with literature a5 the expression of unigue personaly, andthe cone th ofthe sir which sneer Co a telaiely made phenome son, dating trom the Remante emphasis on an at's extraordinary ‘etsonality an powers (Faveault 199) kn another sense this intensely etsoal phase in Heriy communist i rte inthe preter Pst It preserves the iia nature o eal eommuniaton which ean fever be divorced fom spaticlar speaker, Wi perhaps pt the appeal of teratre for th ration fom alo ween communication is featue of ontogenetic (ur personal invadal) development os tell 6 of phslogenete the history of hata} change, We ll Iived in am orl. persona affective word in inane. Ths Kind of communion remains powerful and plesurale throughout, wile the depron ited vee of objective ut remains somewhat alin. Advertsing emis ‘self with the former whie ie opponent hy tying to asa Wilh Incorreat ets, tent with hele. Like literature, averting inhabits ores between writing and speeh, hough na diferent way Although the language of TV ad pe ‘dominant spec while hat of massa a poster ad wet. this tillerene’ exits only in reception, not in production, The won onemporary ads are alwys tefl seiped and subject 0 mh Scrutiny a tewring that this expect they stad comparison with the ‘rating of avs pty. Thi has ot ways se Smears TV aus in the 1980 and Be cenisined ial Ib aad improved posses (Ges 1982130462) Now. the maton of anything usr appearing ns seems unthinkable. Yet hough the trp of spe ae cveuly prepared they are ot une thse of poms nd plys ether sve to thet audience or requ by them. tn tht respost sae lve total ‘ommanicaton thon to erate, Language ond portangunge Reennition of the author, however, less widespread. Oude the confine ofthe averting word ie, sdk ae nt commonly Kk oan iid creative personality. Thoagh exeptionalyinnovaive tales, lke thowe of Adm Lay or Trevor Beate, renown to other avers their name re vray wear of hehe an the general pablic rin does no deni ade by nha’ Thi sy he pry Boca at ‘AI snot am indvival creation, ba inwoes my people Joint sth ‘hip in Hteratar, by conta x0 onan that exceptions (ike the Sramstists Besumont and Fseher) std ou Arother reason may Be ‘ha ccatore of olen fect to contre by their re oder the ‘Alas truly their own Ads, then nlite either spocsh or erate, 39 not “raw alent to tir sender ‘They do, however. hy ssocating eng Sith piu anchor their communication firmly to specie non Tague situation, simulating the parafanguage of face-to-ace interaction Conde, fr example, how eset Fac expression nd este ar to the levi ads analysed a Caper 3 The tution of the pcre nok the station of thes’ eeaion, however i tonal In hs resp ‘chad rik lays which re Know ony ene proton, and na ailasa tex AAI The double channel a Teraure eof sraphology [Adan iran thus hive much closer relation lo raity tha many ‘ther Kinde of rite fx, the nate of thi losense i he i ‘Sourses is athrdferent They als fer inthe degree fo which they “xpi th penta or purlingusi meaning sound elle [iterate makes ch ite we the prague pont of wring ‘hat exceptions are both sing and well nowy Geurge, Herbert ‘ange the lines of hs por “Easter Wings to Tonk Hike wings (hen ‘ied on thes) and he lines his pte The A fo hk ke tir, Lewis Curl! wrote “The Mouse Tae” in Ali detest Wonderland 10 the shape of a Guia Apelinie wrote Cal ames in which wor re aranged 4 frm precres of alin rain, the Eifel Tower, tain or sary sky. Comeete poetry has prvtced any examples of such atlempts fo evoke hath the array seme ening of word ad their potenti 0 orm pcre The signin of these pacts hath on rane the words tok ike tir subjects nd ‘sonventana ease the word ete Hgutie mening teh a a trary ene Tis enn ao wed nets (Fige 4.7) ‘Another wellknown Werary ie of paralmgunge i found in the ihiceitecenury vel Tarun Shon in which Laurence. Sterne tee Blak and buck pager, sugeles (Figure 48). pointing hands (=) tnd parszaphs of dsos Thess ae neither cone comvetional igs inl convey nothing very proce Uhh they are indies of mata Stance In harman with ht he book's aneonventona simulationKEW GARDENS Pre 7 “ia Foret certs for Kew Gade. ‘Those were the four lies T moved in through my Ges, second, did, and fourth volumea—In the Bfth volume [ have been very good,—the precise line I have described init being his: AB 2 ‘Pee 48 Sages in Tt Shon. focetofaeinerton. The author aldreses the reader a though fe oF she were presnt Beton hin fw could Madam beso nate in reading theft cpr? Holt You init that my Matter was papi Papt! You tod meno such Thing Sir Madam heave repeat over aa, Toy rane the ll. ad note ay with aso, that ave not sillowed Obst ine enous postaly speaking, and considering The emergency to, Doth to come sd ‘he inmate and personal tore of the parainguiie an the vs sh entre of acetooce communication its we wth stich apparenly infracive and loge dscouse, though oth are at ile wih the Uisiant, nom reiprca nature of eommneation thowgh prin a From the fenson between the twa submes of wetine and speech hat the book gains ns ene. "Yeti incentive ofthe atta of erate eae othe parang tat sey pose hap he prance ow Intense ual ine or convey more serous meanings Ian stale ‘Tule 197, Halle (989) shows how the Hebrew words f the original are writen to farm 8 ilu of the temple fa lente, As thi palinMateria lsribes the agonis of ei, sivery and defeat, beginning “By the vv ‘of Thablon there we sa down, ye, we wap and ending Happy stl ue be ht rewandeth thee a tho has serve Happy shall he fe ha taketh and daseth eh Tile one against the rocks itcould arly be dss sight or ciens verse 1 use of graphotoy In bierarchica,boton-up mae! of discourse (se Figure 6), aver ‘sings ditngushed by its extraordinary innovative puson inte lower levels We should remeber. however that the noton of higher and lower levels in discourse isa metaphor, and ike mont metaphors lod ‘What ishigher aso consered tne “beter uss what i lower consdered to be "wore (asin the phrase “high sala "how tab ‘ands, His worth consieing Whether the hirrshy could aot bs eves “Te number of ays in which adsertxng exploits the plonvoee wrtng sagen re No catalogue could hector ona ses ‘of etering are constant appearing (Aspe a! aes Bred pit the ‘words in an a fo ourgn 10 Austala ae oped down eat toes long the top of thee dmersnal lett speling‘Kttmneat (Figur 40).) Ths sss ges examps often tals looks a some a a 451 Leoney wit words This common technique can he exemphiid bya afr Maxwell House coffe. The TV version showed & suburn fn dishing cf in the {Penland ome The poopie gs no asa dwg Che hrweh Howe (ar 0) Theat et te tithe cara (ofr ote hese nthe cre The seen int intra nines) pte) ow igh scant ele gu some of We bts he ba too ela melon ei eae nk te va image the ot Asa ot pote an ware and pat rs INR be asf waren proclon sym nd ety to, Ths Mawel Howe-comero mea reine avanti “anther example sony cane fou nto a forthe perfume eazapth Toys Pason. A’sigh dpacem othe std ne betouded bythe ragronce hat ches ‘he woreLanguage and paralanguage | smarts the oti he ak fw eon he he boule (A distinctive bottle shape i portant im perfume randing, and invariably features in perTume ads) The shape ofthe copy this iis the bate konica, been i itates ts shape, There (os avays) further complication: the bottle and the words are ako shaped Hike a cart’ The hears symbol of pasion (arguably pay metonymk, teenie thumping heart accompanies patton bt now largely conven ‘ional. Pasion” i aso the name of he peefume, sot refers back 10 The bot. There thus ceeularity of sgneation leading from passion in i usual sense ia wo cons and one symbol, "Passo ae name whi Teads us back to pssion” in isa sense apn, There are ater ionic hoes t00. Inthe photograph the sparkle of the eyes resembles the Spark ofthe diamonds” | 482 Iconcty by leter shape Some logos and ads exploit o sighly alter conventional eter shapss, to eale ah enie representation ofthe product or of something associated wit The inal "A"of Aaa i waiten in the shape ofan aeroplane Ua the "Gof Guinness is sometimes picture a an rsh harps the lon {ited upsrokes ofthe Dunhil logo when it appears on cigarette pockets Took like the long cigrtes ise 4583 Mivel icons and arbitrary signs The Lypyl in Figure 46 employs both language (sealed with) and @ further ebay ig (X = Kiss). bu aso lea asthe ease strokes of the X are pictues of tubes of Lypsy thus mises toni wth aehary Sigiicaion. A wel-knowe example of such a mintre fund in stickers "ying such things as T/C) PARIS" ia which the cone shape signifies beat which she symbol f love. An a for Blak Heart om extends his new GUINNESS extra cop : BLACK HEART RUMaterial ASA Wing which provokes icone behaviour ‘A doubl-ige magazine ad for Pin eolourTV dspays scopy aver & “TV petued of a rossonal enn math x eos ‘thas ating ts reader fa mae hore eyes fm sdf side. though stems match Carnal, the sume device fad een wed in pocm by. Roger MeCough, ented al We have already encoun this preston ‘ot advertaing copyrieny to boro from trate and or witha acknowledgement ‘The Sik Cota showing ion ih spikes we a ‘kn of Man Roy's the Rete Gardens al Rin Fores” (Figure 4.7) ase he fame idea va Cali by Guillaume Apolinaire ASS Wing wed icnialls: Dubo Dahon Dubonnet {na version of this rom 1982 (Fgune 4.14), the hollow lees oF the Products mame ace incensed ths oneal repressing the Fiting of» container wit gu the ody oF the man Hes them nes ingyshade inthe same ay howe he to mer ing Ashe line ots he an ead complexion can ean ex or “ene ao ses eens intoxication. The darkening tne is ko ‘metaphor of inchriaton. (Only the lest rains ssn i te. 1) 45.6 Indesea!graphoogs Index serps and eypefoes are frequen in junk mal Addresses ate Printed t lok handyesin. thus signing a tna rather than tcl addreser- The AA fasuance ad in Figure 415. lor example (whieh arrived by past) antes child adel hy using chs hand ting As the puncuasan and speling are by contest not elie, the Chik presence Balmer: entirely praphologeh 487 Wing tntatnganotber writing sytem, erating a Inde of another euture (On “TE TAO’ Chinese Herbal Therapy air enditiner the br ame 'swestenthe Roman alphabet bat he syed stroke the ett ne Language and portanguage 98 eminent of he elligraphy ase for Chigese charters Ths, though the words use the Rosana, thks dei the Fat Ess, trem someone who docs ot koow Chines, 'A sii techniue fused in onan pructs soca with Rain. A eter rom the Cy pet use though ft ved the FeteRoman alphabet whose shape it most resembles. [ued t He sresauran called Rasputin Whose mame wae writen SASPUTINS when my daddy was fe lng tint fing sid he woupdet be EMoagn monty for us ro yt on But daddy {old ry nt fo 0% neous Wom Free pla wit ie AN blegnor agt 7 The Cyc equivalent of the Roman R & not 5, but Pn Russian the leer lis read as "Va. The Teter & thus not only an acitray sign forming past of the word as read in Engh bat alo an index of the Russian language, and therefore of Rusa, becise, even whe its a trary connection with sound "Yas unknown, known tobe & Cy lic eter. This technige should not he confsed with that ed ins which do actually ws» diferent writing system, such aya afr The ‘Economist which appears in shorthand, or for Tiger ser which wes (Chose characters (Fig 4.17) TE TAO CHINESE [eee THERAPY nee TETAO.92 Materials 458 Mood evocation trough tpefice ‘Many sucess! brand names are inextrcably connected withthe pis in which they are writen So strom cam this sscition be thot some ‘an refer to their prov not by naming it but by using this typeface. The Beith nenepaper The Fadependeny, for example, rath al which sd aly Reference (0 the product was achieved not only becawse the word “independent” competes the clipe ft sentence (0 independent but ao because the pela used ws the sane as tht ofthe public tow’ ile. A’ Guinness ad whose copy was only “Pure Gens relied on the same asointion, a id a Benson & Hedges cgacte a shoving Unmarked eiarette pcket next to a safety rozor covered In shaving, ‘ream, ip which, ike shaved stubble, could be sen the ambled eters of the produrs ame al these istanes a sypelice is used to sgnify the produt, na tion t,o sometimes ted ofthe word or words hich sini arbi ray inthe code I feu oeatgorze this kind of snfstion wing the somos terms employed so fa In pat, the eonecton india me associat a particular kind of peat wilh particule proc. Dt there aboan clement of moac evocation, of rand personality which hart etne, The signiction both indeterminate and powertl. Advertsing therefore adores i 446 Writing and speech 'Bven when destined tobe spoken on television or ado, the words of a ‘dare almost aay writen down at some sage nis creation By ies Tanguage fom time abl projecting i into space, wating enables more conse and less redundant expression and cates tne to choose words fareelly for maximum feet itso eta divorce of ex from & Parco situation, enon and vie, depiving i of the emotive chest 1 pralnguage, which nay be so uel tothe advetsor. Wang aso (a8 ‘iseused n Section 43) focuses the reviver attention upon the words themselves, and om whit persived to be the objective meaning or entent of whit si tenable the receiver to go back nd conten the text more carefully ~ perhaps finding consistency and uatuths — ‘making i less tly that he oe ste wil be seep slong by he tide of wha SS being said wihout tine fr rtcction. short, though writing aye tn advertise’ advantage composition, nl always i Texepi, {it may both deprive te massage of some of Hs power and ao ens ‘ils and contestation, This ambivalent relation of ade 10 sttng Language and porlanguage 93 perhaps the cause of the intense exploitation of written paralanguage, as Ahstated inthe ast sections Weting i used both to ereate text and Simultncouly to distract tention fom by wing letter shapes pat tern o crate parle! ionic and indie! meaning quite separate fom the linguistic ones. This reveals, perhaps, a cetain lack of eonidenee In the test tel “The losses of writen txt ca in part be compensated by reaing sou. and by pictures. The comtemporary word i fl of sich eau, which Sceks he advantages of bot chanel Ina iterate culture, where the nena advantage of writing over spec isthe opportunity it tings or the placement of message Irom He pot of orig, and is Sitio tw. wir audience in ine ad space the ls of speaker ad situation are Feit to be the leer of two ens The feshnology of mass commueation pay redress ths necesty loss. Rao, telephones and tape recorders {enable the displacement of langage. while reserving the sound of an individual voi In ekevison andi, the riding no of written tex allows the ener some ofthe advantages o wing. wile ao reinstating, fr ecating an image ofboth a speaker and a situation, Yel the speaker on “TV fem always the sender and what i happening mot aly ont ke facet fgeifroetion Broadcasting. moreover om the reer pit ft view, despite ts achievement of displacement and wie desemtnaon. tacks oer atbutes a waiting: des nol enable he reser to process ‘mesmage at any pace a nay onde, ogame backwards nd forward, terantapose linearly separate segments, an to bain overall apes Son of soctre rondestng, short ves the sondern edge over the ‘More econ mes, particularly the World Wide Web and digital tle sion ar commonly referred fo interactive, and do indeed soem 10 hve aehived ath the displaced and diseminatd communication a Print and broadening, and the capciy to respond to the india Fesvivers asin focetoface intraeton (Indeed one might say hal any he bf software programme whether th word procosing propane ot ‘bank cach machine =i interactive vn thi seme) Clery th ‘perfect ombinauon (lo use the advertisers jargon) fers advantages aad Spportuntis and is already widely used by them in avertsements bh ‘onthe Infect and interactive television. (For example, an ileractive vision ad for Perl Nom Bia onthe digit channel Open engage ‘ewes in. vial qui, with prizes netading tip to health sp a ‘eleton of Elizabeth Ardem pret, anda Years spy of Por Now bya) el the term interaction ere refers Wo someting ui difrent from the nteriton which Lakes place with 4 human interlocutor, i Sy fn email extnge or facet fate interview. The responses of he Wed Doge oF TV seroon reflect human designer’ prdietoas ato ow the Feoviver may respond and make appropriate responses in return, but they cin not adj tthe unproieed. When we aera wih sich9 Materials Programmes. f course, we know that this isthe ese, and alr our ow ‘questions accordingly (Ihre is no point asking a Web page with aie Information whether its happy. tis another case of vocabulary not ving ket change with echptogical change and anced for more subtle distinctions. Interactive advervements do respond in waye whi the idee one-way media suchas traditional television do nt: on the ether hand they ceanly do rot adjust neligently to thee receiver as atl human tings do, To qsate our use of a pre-programmed Web page ‘TV sree with cial nteraction with another person seriously dengrates the importance of humar contact. Perhaps even more disturbing tha this ommonsonfusion is he fact tit even where the intractive advertise ‘ment does pt usin contact wth eal person’ by giving us a telephone ‘number. the person who answers the el ot able to speak tesy, But ‘must flow a preprogrammed scrip, and isn danger of being red for ny departure fom (Cameron 200 91-125) This the oppesite case frm computer eng sed ws oon: pon eg eed computer Titerary discourse in novels, by remaining content with wen, in eneral eschews the pardanguege made possible by broadcasting and the Tnternet. Yet it does no. follow fom hs that i cannot. and does Bot, saploitpaalangae ata It cn deci, trough the conventional sgt ction of writen words sich paralingutic ehavio a ones of Woe, facial expresions and gestures though their adaiatin or vision, iti aks plac tal Wil wary comsiderbly fom rear to reader, Com sie or Example the towing econ The ato by Di ‘Again she raed he facet him spd her an, briht ees, right ke ‘tallow ater. ied with light Ightened, yet tavotontrly ightng| hkig wih repose ‘Oh et HT we le To cme at ‘How you aI see thi ae, an hear this"sommon ascent are unikely 19 be the same. (We might als argue about wher the snobbery Is {Lawrence's orth ehirscters or whether i eis al) Soca dicoune mnt dr nt ex the capac of mae omminicatton or ive performance fo reinstate both speaker and ie lion to is txt. (When we tet plays and poem as wren tes ~ a8 ‘most educational stitutes Jo thes thi rae ofthese Merary genres {oa} Though novels may appear Io at great store by the wore of an author, narftor or character, o upon Heol situations, thet aie {rom pictures and sound eases tat the recs epreeataton othe ‘ier and settings wil Ee far more beterogencous, fr more dependent “pon the rade. than tha imparted by the plctues or the recorded vos {do no ai by this thet everyone's perception ofa sconing ope Language and parlanguage 98 is the same, but only that they ae ceser than perceptions of verbal ‘scriptions of sounde and pres It inthe mare of pure and ‘cording to contain interpcttion ) "Avilreay dscste i Chapler 5, pltures and sound create both het ‘own eninge and meanings resulting fom ther interplay with ec other fn with text It nol only that sound recording makes possible to wie Imus Sound also enables language to maa, tepsin or Rave added 0 the parslangoage ofan idvadus or choral ics. (Choral singing ~ 0 fsnninon ina caris wi ita message of soldat. of socal harmony. Sind fiendship.) Vows quality serves aun inden of rch pasing emo. ‘onal tates ae happiness, sessulty. optimism. The advantage of sich ‘Sovistons forthe verter that they are oth powerfal nd elusive Though everyone may experince the optimism in woe shel ther to prove ar masa the existence af this rade quali "Ther likly tobe far more agreement aout the more permanent havicteritics ofthe spekerconveved bythe vice, These ie 38, ‘hau aot a ind deni, of which are carey selected in a, ina srong ches to the eology which advertisers atibute 10 thei Tange audiences The wices of elses (or mimics of exces) frstow upon proc al the vluce signed hy that individual the Strength of the atte, the amour ofthe star oF the auton of the Polition (Here, agin the act that ees whose woes ae nated Aithou their permsson ace unlikely to prove derepion Mustates the Simultaneous ower and. clisiveness of parsinuitie sgnifeaion) Pethape the most telling evidence of sexism sn advertising ot 0 he found in hat hap but ithe ubiguty of he ale the Hal oie ‘vers even in ade portraying or aimed at women, o which py ip-service {O the "modern berted woman’ An example am ad for New: Actinel Yogurt Drink trom Danone, Though this begins wilh 2 womans voice Sherving that "Being model and. Munya be diel o jogs ‘enim mages sungsting that, despite the del, she wer sucessfully {hes achove ths alana, is an interposed male vice which sums up the Produc’ vires and wovides us with the quas scien formation hat Feontains a unig ttre LCase Imunitse, ARugh werner voces fre used fr tampons orig accents Tr exotic Fd acohoic drinks or Perfume: ronal working-class accents or humorous effet In the Hovering of cheaper neoostes the most wuborative suMMarZing ‘oes ae almost always those of inigenows educated mile-clss mals, ‘Specks in sfety capi an as for expensive durables and nancial 47 Prosody The fet that woking is part a repeesentaion oF speech which, even ‘nen nt aly read lo, ey form Sound imagen the mind ves9% Materia rise to another poatingistic phenomenon, which i prevalent in both ‘dverisng and Iterary Jscourse. This prosody, the patering of snd ‘mos commonly ssocnied with verze and posts bt also presen pros tnd in spoken discoune,especully conversation or polemic (Tannen 198K icles sch phenomena as ehyme, rythm, tsananee, cons ance an alteration, and can be found Bot i spec, and wring peteived a speech, leislscussed in Chapter 6 Brereises 1 Visualize the MeDonalis logo. What makes it so memorable? Why seas it chosen, and bat kind of meanings dows teary? ‘What suggested bythe leering in he Following Fouos? SS QD til: 3 What are the effects of handwriing in the following? |, Masi fea gravee ir his Culfure love sid Passion, & 7 ‘Tre There life Ste of mes Os pi forly oe signs of Mos Jha] Jinaer i The Menor _ fhafeet 4a. An ad for The Science Museum consisted ofthe lowing paragraph, ‘nama typ cepted over aul oer agin. What ype of tgieaton| uh? Cin. ow sit dane? What are the pletion? And is right? the implications? Andis right? Figure 420. How many different things docs i sigily. ad how? (Name at east) 2 = Nérunay wisroar museum 5 Look ck thea sete i hs chapter. "To what extent Jo you find hee exptation of praphology * cllectiv in selling the product? letin, Analyse and compare ths wes paralansge each, ‘rther reading Seite “The theories of Saussure ae ely ecb ad readin the Conse sn Gora Laas Wade Bo amin a de98 Materia Bakhin’s ertigue of Saussure cin be found in Volsinoy (188) Marsan aed the Phlwoply of Language, pp. 45-0 Pzce's own writing ize both more voluminous and more obscure (tough sce Pec in he Bibliography). good introduction fo hse loguther than ana ef semvatisin general, can be found ia Chapter 401 Lyons (1977) Semantic “An excallen ntolution to semiotics is Danie! Chandler's Semon The bier The poralanguage of wg and design ‘An overview, discussion, and theoretical framework forthe analysis of ‘sual design and elatin Lo writing ea he found in Gun Kees and ‘Theo van Lecuwen (199. Realing Images the Granmar of Vial Desig. Parialry relevant tothe ses dealt with here are Chapter “The Semiots Landscape nd Chapter 6 "The Meaning of Camposton’ ‘Analss and deseripion of the paslanguage of writing ise can be found in Susan Walker (201) Typography and Language: Prescriptions land Pracces A ttt ful source te James Horley (1999) Dostning Inatuctonal Te Part I Text5 Words and phrases " Leds Boing Sok) 1 Mean Part I has examinod the many ways i which advertising exploits both wha around the language of ads (station, accompanying Useourse Ise and pictus) and wht & a4 were, ide that lange, crested hy the inpinatve use” of graphic and phonic paralanguage. These ‘plitations change the linguistic mess, making more persons and more immediate, more dependent upon particular people and stuns ore emotive, and less determinate, Working aint this kind of conn cain ea orate etre’ le and el that writen text — and this hy-extension language self ean ad should ce communication of such uate, eeating meanings which are unambiguous ad determinate, m0 Tonger dependent on inva or situation, sated and objective rather than personal and subjective. This perceived potential of text lo embody Impersonal fess commonly sven fo in scene prose ews epoting fd lgal docusent, where reference to both sender and suai art voided by such linguistic statoyies asthe we of the pase (1 wk placed’ rather than “pul i), imperonat comuctons (There are rowing fers that rater than "We are worried tha) an nomi con Srstions Non pymen f the tx il resol sn prosecution rather thin Ifyou don't pay we sll ne you"). ema. view of their poten ‘ham ith Sonce! that a partieular fom of words somehow ales wha happened deleting the veal agent ay wel ste grammatical one "Yt even iter potent language ~ ands pric in writing te climnate the personal and emotional no the eae thal text, whe ‘nsuated fom it substance and sition, cris only hace, preci and ‘unambiguous meanings. While the lawyer and the scientist ay steve — leit without hope of total bases ~ tod word of a subjetvy which {hey deem undesiable,otber writers may seek 10 masmize These wgand genre1 Sete’ Same rma Capen gue 5. They of Sic dpe fom Halon 18, ‘opposite tendencies hnve often been anc to dings two major eat "pris of discourse: the senile and the poetic A thitd tendency ‘he word to presribe the chaviour of eter, as in moral aad seus treaties, This tipurtie dvbion af dacouns, av observed by Holbrok (G88, has ancient oust echoes Pat's Wihtomy ofthe sco uve affective o comtive~ but sho slevant tothe Moncton of Contemporary genre sich a advertising Diferentsuppoitias about the intentions ofa writer and purposes of dscourse wl yell que ilereat vale judgments shout te sae text. Expesions which might be peeled ash or ato personal and vase ‘na seni tease, veld postive actions when presented gs 4 work of fiction or x poem ‘As Gregor Sams awoke one morning rom uneisy reams he found inset transformat i is bed into giant mest is for example, the opening of Metamorph, a noel by Franz Kak, ‘Would have struck te reader in quite fercat way 35th opening of Biography. "have been one aeysined wth he nigh Is the opening line of oem by Robert Frost I would have hid gute ile erent effect had he wad it to ope conversation. The lesan of sch com parkoas is thatthe tr fa Setence cannot be seed in lation fom its dsoursal cones, as logins have rshly supposed. There ae many ‘ypes of uteranc, incising metaphorical oes, to which the sto thot falsehoods of mo relevane. They cn, ax EH. Gombrich wrote of pkctres No more be tuto fase than a statement can be blue or geen (Gombe 97:65) ‘A major problem in he evaluation of sdverthing arses fom the difielty fot sing tacts tay one ofthe three macro eateporis of course Figure 5. leading 10 dapate over its moral an exh sta ei ‘msl in being Balanced between al of these categrss. Inthe eYes of both manufacturer and commer ts major function i conatve (met Frequently in sotsel ad by impition) iing to peta people 1 8 Wonds and phraves 103 somthing oe 1 buy something, yeti olen judged a dough were

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