Written Ad Lesson 4 Leech Advertising Language

Aims
• The way we structure information also

depends on the aim of our discourse.
• Information => meaning is structured as a

genre
• A genre is a communicative event defined

by the participants, the topic and the type
of register used.
AIMS OF DISCOURSE
There exist four main aims of discourse:
Expressive Literary
Conversation Novel
Letters short story
Diaries Drama
Blog texts Poetry
Referential Persuasive
Exploratory Advertising
Scientific political speech
Informative religious sermons
PERSUASIVE DISCOURSE
• Persuasive discourse can be reached with

the following:
 the ethical argument (testimonials)

 the pathetic argument (emotions)
 the logical argument (deductions)
LANGUAGE
• It is the faculty of speech: the abstract
system we possess in order to communicate
• It is the linguistic system employed by a

community that has been recognized with
official authority (English, Italian,French,
Spanish, German, etc.)
LINGUISTIC VARIETY
• It is the language used by a community

according to either the social context or the
geographical area.
• Registers, dialects and idiolects may be

considered as linguistic varieties
Register, Dialect, Idiolect (Style)
• Register = content + social context + speakers
• Dialect = personal preference of one variety rather than

another within a geographic area
• Idiolect = personal preferences in terms of linguistic

realization of a variety
– Style = linguistic choice related to the relationship between the

speakers determined by the context
– Any linguistic variety has a suitable style for its context
Advertising = Register
Leech, English in Advertising, chapter 7
• Advertising = linguistic variety of English
• It is a type of language adapted to a well

defined social purpose
• => Advertising it as a form of REGISTER.

Register distinction
• Formal
• Informal Style
• Spoken
• Written Medium
Register distinction
• The difference between formal/informal and

oral/written depends on:
– LEXICAL differences
– GRAMMATICAL differences
• NB: the same elements are important in the

identification of the product to be promoted
Register distinction: Lexical difference
INFORMAL /ORAL FORMAL/WRITTEN

nice marvellous
get better ameliorate
doctor medical practitioner
quid pound
lab laboratory
Register distinction: Grammatical differences
INFORMAL FORMAL
I’ll I will
Don’t go Do not go
Frantic France
E = mc2 Given an object of mass m traveling at velocity v the
energy and momentum are given by
where γ (theLorenz Factor) is given
by and c is the speed of light.
The term γ occurs frequently in
relativity, and comes from theLorenz transformation equation.
The energy and momentum can be related through
the formula
which is referred to as the relativistic
energy-momentum equation.
Dimensions of register distinctions
• Style of discourse
– (relation between the participants)
• Mode of discourse
– (medium of transmission)
• Role of discourse
– (private or social function of discourse)
STYLE
There are four sets of style of discourse:
Colloquial / formal
Casual / ceremonial
Personal / impersonal
Simple / complex
Style: Colloquial / formal
• Colloquial = private sphere of discourse

• Formal = public sphere of discourse
• Ad style is public-colloquial because of the

necessity of reaching the general public
STYLE: CASUAL / CEREMONIAL
• Casual /Ceremonial = private discourse.
• The choice depends on the degree of intimacy, and

of superiority/inferiority between the speakers (cf
TU vs. LEI, DU vs. SIE, TU vs.VOUS).
• Ceremonial style = patronizing or obsequious
attitude => Copywriters steer to a neutral course
so as not to alienate the audience.
– NB: use of imperative in advertising
STYLE: Personal/Impersonal
Personal style = free use of the 1st & 2nd

person reference either directly or indirectly
(with imperatives, questions, exclamations).
Intimate and private.
Impersonal style = ample use of the 3rd person
(as in such expressions as it is clear that).
Extremely formal and public.
STYLE: Personal/Impersonal (2)
In advertising:
1. personal style in prestige ads (ample use of WE)
1. 2nd person reference YOU involves the audience.
1. 3rd person reference is employed in

product-oriented ads
4. Passive forms (highly impersonal) are rarely used in

advertisement, unless where an active voice would imply
reference to those involved in the production.
STYLE: SIMPLE/COMPLEX
• The simplicity or the complexity of the style

of discourse depends on the status of the
audience as regards:
– Age
– Education
– Willingness to participate.
Mode of discourse
• Spoken
• Written
• Scripted (written to be spoken)
– Disjunctive (& block), abbreviated modes
Mode of discourse
• Written mode = preservation through time
• Oral mode = limited capacity of the linguistic

memory
• REPETITION
• ALLITERATION
• RHYME
Mode of discourse : Orality
• Orality activates Short Term Memory (STM)

• In STM we store grammatical elements in
sequence until the anticipations they create are
solved.
• We then may store such elements as If you agree..;
The only… (incomplete structures) which need at
least one further element to acquire grammatical
sense
Oral mode of discourse
• The text if the only… is incomplete at three

levels:
– incomplete sentence
– incomplete clause
– incomplete nominal group.
Expectations of if the only… may be satisfied with If

the only train to London is the 2.00 am, lets’ go by
bus.
3 levels of satisfaction:
1) the noun train (complete nominal group),
2) the verb and complement is the 2.00 am (completing the clause)
3) the independent clause let’s go by bus (completing the sentence).
Mode of discourse: scripted texts
• Scripted mode = text in which the oral mode is

reproduced in details.
• This is not always true. See, for ex., intonation –

how can we reproduce it? What about hesitations,
false starting?
– What are you looking for?
Disjunctive & abbreviated modes of discourse
• The disjunctive and abbreviated modes are

a subcategory of the scripted mode used to
augment the illusion of spoken language
• They are two restricted varieties of English

which are heavily employed in advertising
Disjunctive & abbreviated modes
• Disjunctive mode is used

– Public notices, signs
– Posters
– Catalogues, inventories, tabulated materials
– Postal address
– Labels and trade-marks
– Titles and headings
Disjunctive & abbreviated modes
• Abbreviated mode is used in:

– Telegrams
– Newspaper headlines.
Disjunctive mode
See Leech, English in Advertising, chapter 9
• Disjunctive language offers many clues so as to

have a correct interpretation of the message.
Notices on 4 DOORS:
Artizzu
Prof. Fodde
No exit
Staff only
How much of English grammar is needed for
their description??
Disjunctive mode
• In disjunctive grammar, the only grammar

we need is a knowledge of the structure of
English proper names: one part of the
nominal group.
GENTLEMEN’S WASHROOM
ENQUIRIES AND APPLICATIONS FOR VISA
Disjunctive mode
• The disjunctive grammar that uses proper

names or nominal group structures only is
called BLOCK LANGUAGE.
• Block language is characteristic of many

types of public announcements, in posters.
Disjunctive grammar
Disjunctive grammar
Disjunctive grammar
Disjunctive grammar
• Each NG = isolated unit

• Relation between different
parts of the message is
inferred (not
grammatically indicated).
• In poster-like presentation
the Z-reading path is
waived for the sake of
immediate visual impact
Disjunctive grammar
• Each NG = isolated unit

• Relation between different
parts of the message is
inferred (not
grammatically indicated).
• In poster-like presentation
the Z-reading path is
waived for the sake of
immediate visual impact
Disjunctive grammar
• For you this summer … a golden tan

• (A Z structure – INDEPENDENT MINOR CLAUSE)
• The castle, at one time a royal residence, is now the

property of the National Trust
• (A Z structure – DEPENDENT MINOR CLAUSE)
You
…if you are aged 16-19 and are taking or have passed your G.C.E. …
and your future
• (A Z structure – INDEPENDENT MINOR CLAUSE)
Disjunctive grammar
• Main difference between discursive and

disjunctive grammar:
– in discursive grammar, minor and non-finite clauses are

dependent;
– in disjunctive grammar, minor and non-finite clauses

are independent
Abbreviated grammar
• Typical of newspapers headlines
• Examples:
– “Customs accused of offering secret amnesty”
Abbreviated grammar
Abbreviated grammar
• There are a lot of pre-modifiers required to save
space & to create ambiguity (which means to
catch the interest of the reader)
British left waffles on Falkland islands

a) left Predicator + waffles Complement (waffle = a cake fried
in butter) => P C
b) left (British left) Head of S + waffles Predicator (to waffle =
to ramble, i.e. speak in a confused manner ) => S P.
Small AD
• Small ad uses disjunctive grammar
abbreviated grammar & block grammar:
• LTD Company est 1981 for sale. No assets or

liabilities. VAT registered. UK bank acc with
chequebook. Avble now. Substantial offers over
£15,000. Internet bkg nominee service avble on
both. Tel.08000 152469 or 07845 495852. quote ref
DPH
(The Sunday Times, Feb 27th, 2005)
Small AD
Classifieds
• Small ad uses disjunctive grammar abbreviated
grammar & block grammar:
“The landlord just finished this beautiful Salon and Spa and offering
it for sale. Brand new equipment, retail displays, first class
decoration, waiting room with fire place. Great Corner Visibility!
Excellent retail displays with a great inventory. (4) chair Stations (2)
Manicure and pedicure stations (1)Massage room Must see to
appreciate, great investment for an active stylist or investment
opportunity to run your own business”.
(The New York Times, Nov. 26th, 2013)

Advertising grammar
• Advertising is a variety of English in which

discursive, disjunctive, abbreviated and block
language are mingled together and sometimes in
an inextricable way.
• This happens because of the variety of display

methods and type faces of printed advertising.
…phew*
You can now buy the emergency contraceptive pill

from the pharmacy. It’s called Levonelle and
works best within 24 hours but can be used
up to 72 hours after unprotected sex.
ROLE OF DISCOURSE
• Role may be:
– PRIVATE (greetings, socialization, jokes, orders

condolence)
– PUBLIC (journalism, literature, politics, religion).
• The difference between private or social role of

discourse depends on the social function of our
speech.
ROLE SPECIALIZATION
• Each linguistic variety has specialized

phonology, orthography, morphology,
syntax, vocabulary, semantics
• => each linguistic variety has a ROLE

SPECIALIZATION
ROLE SPECIALIZATION
• PHONETICS: AMEN (religion)
• ORTHOGRAPHY: CHEQUE (business)
• MORPHOLOGY: THOU (religion)
• SYNTAX:
– Deed of sale: Mr X herein after referred to as Seller
agrees to sell and Mr Y herein after referred to as Buyer
agrees to purchase at a price of $ # on the terms set
forth herein…
• VOCABULARY: PNEUMOLOGY (in medicine)
• SEMANTICS: MOUSE (informatics)
ROLE SPECIALIZATION
• As the role expresses the social degree of the

communicative event, a breach of the conventional
and linguistic rules assigned to that role may be
seen as a break of the behavioural and social codes
adopted by the speaker.
• Yet there might be variations within role.

ROLE SPECIALIZATION
• If conformity is expected (legal speech,

business) we have conservatism
• If creative, original, inventive language is

expected (literature, journalism), we have
liberal or ‘creative’ writing.
ROLE SPECIALIZATION
• Advertising language seems to be both creative

and conservative.
• The choice between them depends on the
copywriter, on the product, on the audience target,
etc.
• Creative language (= eccentric style, new words,
linguistic games and jokes) is adopted to stimulate
curiosity and interest.
ROLE BORROWING
• In private role, we borrow some features of speech

of other people or a style unsuitable to the
situation whenever we want to be comic or
sarcastic (cf the situation in which we imitate
other people’s way of speaking).
• If the role is public, role borrowing happens

whenever the artists want to imitate other authors’
style (cf Striscia la Notizia or T.S. Eliot’s The
Waste Land)
ROLE BORROWING
• In advertising language role borrowing is often a

form of disguise, or at least a means of decoying
the public into taking notice of the sale message:
– The Royal Highland Gathering at Braemar. The most

famous of all the Highland Games. Throwing the
hammer here is champion William Anderson who, when
he’s not winning trophies, is a hard working crofter…
A special Role Borrowing: the
CHAMELEON TECHNIQUE
See Dispensa
• The advertisement seems – both in language and

layout - a feature or an article of the publication in
which it appears.
• It is typical of ads in women’s magazines, which

have tended to adopt the freedom of visual
presentation pioneered by advertising (see
dispensa examples)
everyday angel indulgent angel party angel
indulgent angel
everyday angel
party angel
US California
US subway
US market street
Urban Angel
Catch Point Catch Phrase
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬►
Visual (picture/photo)
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬►
Copy/Slogan
Ideal Ideal
Given New
Margin Margin
Centre
Real
Real
Given
New
Margin
Margin
Light
Light vectors
Botticelli’s Birth of Venus
light
Caravaggio’s La Madonna di Loreto

Centre
Given New
AND THERE SHE WAS. AN URBAN
ANGEL. MADE NOT BORN
As she walked upon the sand

the eyes of the multitude followed.
And when she turned to speak to
them, they saw that the sea spritz
had blessed her with beautiful
natural movement. And she spoke to
them of the miraculous soothing effects
of GHD cooling mist, and astonished
them with sun survivor shampoo &
conditioner and they no longer
feared the sun

THE HOLY GOSPEL
Jesus withdrew himself with his disciples to the sea: and a

great multitude from Galilee followed him, (…) when
they had heard what great things he did, came unto him.
And he spake to his disciples, (…) For he had healed
many; insomuch that they pressed upon him for to touch
him, as many as had plagues.
And unclean spirits, when they saw him, fell down before
him, and cried, saying, Thou art the Son of God.
(St. Mark)
GHD
A new religion for hair

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Aims

• The way we structure information also

• Information => meaning is structured as a

• A genre is a communicative event defined

• Persuasive discourse can be reached with

 the ethical argument (testimonials)

• It is the linguistic system employed by a

• It is the language used by a community

• Registers, dialects and idiolects may be

• Register = content + social context + speakers

• Dialect = personal preference of one variety rather than

• Idiolect = personal preferences in terms of linguistic

– Style = linguistic choice related to the relationship between the

• Advertising = linguistic variety of English

• It is a type of language adapted to a well

• => Advertising it as a form of REGISTER.

• The difference between formal/informal and

• NB: the same elements are important in the

INFORMAL /ORAL FORMAL/WRITTEN

There are four sets of style of discourse:

• Colloquial = private sphere of discourse

• Ad style is public-colloquial because of the

• Casual /Ceremonial = private discourse.

• The choice depends on the degree of intimacy, and

Personal style = free use of the 1st & 2nd

1. personal style in prestige ads (ample use of WE)

1. 2nd person reference YOU involves the audience.

1. 3rd person reference is employed in

4. Passive forms (highly impersonal) are rarely used in

• The simplicity or the complexity of the style

• Written mode = preservation through time

• Oral mode = limited capacity of the linguistic

• Orality activates Short Term Memory (STM)

• The text if the only… is incomplete at three

Expectations of if the only… may be satisfied with If

• Scripted mode = text in which the oral mode is

• This is not always true. See, for ex., intonation –

• The disjunctive and abbreviated modes are

• They are two restricted varieties of English

• Disjunctive mode is used

• Abbreviated mode is used in:

• Disjunctive language offers many clues so as to

• In disjunctive grammar, the only grammar

• The disjunctive grammar that uses proper

• Block language is characteristic of many

• Each NG = isolated unit

• Each NG = isolated unit

• For you this summer … a golden tan

• The castle, at one time a royal residence, is now the

• Main difference between discursive and

– in discursive grammar, minor and non-finite clauses are

– in disjunctive grammar, minor and non-finite clauses

British left waffles on Falkland islands

• LTD Company est 1981 for sale. No assets or

(The New York Times, Nov. 26th, 2013)

• Advertising is a variety of English in which

• This happens because of the variety of display

You can now buy the emergency contraceptive pill

• Role may be:

– PRIVATE (greetings, socialization, jokes, orders

• The difference between private or social role of

• Each linguistic variety has specialized

• => each linguistic variety has a ROLE