Advertising Language

Posted in Uncategorized on April 16, 2008 by ablanch3

Advertising Language

Advertising has been said to have its’ own kind of language but is that really true? Does advertising language really differ from our everyday use of language? At first glance you might think one might think that advertisers do have whole different language when communicating to consumers. The question that I will attempt to answer if this language is so different from everyday language, how do we understand what is being said? Advertisers must have a specific way to show the consumer exactly what they want to say while still staying on the same “level” with the consumer. In this essay I will discuss how American advertisers use language in advertising products, how politicians use language to describe their political views, and how different countries use languages to describe a product to a consumer.

The first look at advertising starts with consumer research. Advertisers learn how to communicate with the target audience by researching their targets through surveys or focus groups. They also learn the type of language or even tone to use by the pervasiveness of the product (Figures of Rhetoric). Different types of products with different types of target audiences require a different type of language and tone. An advertisement advertising a new truck line might a have a male with a deep voice talking in a “southern” accent showing the “manliness” of the vehicle. An advertisement advertising a new type of kitchen cleaner might have a soft, female voice using slightly sophisticated words to show the cleanliness of the product. With all of that said, it proves that variations in the style of advertising language, in presence of the rhetorical figures, can be expected to have important consequences for how the ad is processed (Figures of Rhetoric). Advertisers have to use a language that will catch the attention of a consumer and force them watch and interpret the advertisement. The “pleasure of the text” must be in place to grab the consumer’s attention (Figures of Rhetoric). This means an advertisement unappealing to a consumer is worthless and will not produce the correct message. Advertisers also use repetition in text to catch the listener’s attention. “Repetition in a text can be expected to enhance recall just as repetition of the entire text does. For example, a rhyme forges extra phonemic links among headline elements” (Figures of Rhetoric). Repetition and rhyme often leave a headline or slogan in a consumer’s mind which in turn keeps the product being advertised on the mind also. On the other hand, we all have listened to that most annoying radio advertisement where we turn the radio down to not hear it. That is why advertisers must be careful to make an advertisement appealing and catchy but at the same time not annoying. “Most advertising texts must perform their function under circumstances in which the consumer is free not to process them at all” (Figures of Rhetoric). Along with not annoying the consumer the advertisers must catch the attention of the consumer when they have a choice to not listen. Most people rise up from the couch during the commercials of a football game to use the restroom. A good commercial will catch the eager bathroom user to stay seated and watch what the product has to offer.

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Macho

Posted in Uncategorized on March 7, 2008 by ablanch3

I am writing my next blog on the article “Americanization is Tough on ‘Macho'” mainly because I do not agree with much of anything the author claims. The first thing I do not agree with is the topic of this article: we use the word “macho” to degrade people and to show trashiness, selfishness, and even “sexually promiscuousness”. I have never heard someone call a cheater, robber, or even a southern redneck macho. Macho means to show strength, courage, even self-control. Who in their right mind would say anything otherwise? It is not macho to be rude to women, steal, conflict pain for no reason. However, it is macho for a man to stand for himself and others, protect what he believes in, and even fight if needed. Macho can not be completely judged by just looking at someone.However, I do have a problem with someone coming into our country and judging us on entirely how we speak.  I do not understand how someone of such little knowledge of the U.S. can tell us how we take words and put them towards derogatory  terms.   How come we are the bad guys?   Why do Americans always have to suffer from everyone else’s mistakes? 

Do You Speak American

Posted in Uncategorized on February 8, 2008 by ablanch3

For my next blog I am going to write about the third part of the movie that we had to watch for Friday. The first thing that comes to mind when I think about the movie is the game the children played. It is extremely hard to not categorize a face when a specific language is heard. This reminds me of one of the mind games my mother plays on her Nintendo DS where the word of a color (ex. RED) comes up on the screen but the text is not printed in red but in another color but she must read the text. The mind interprets something seen or heard and immediately analyzes it to what we have known in the past. It is very rare we hear an African American speak in another language besides English but it is very possible. The movie also discusses the use of certain words that from one person to another might not mean anything but when coming from someone different might be extremely offensive and disrespectful. The word “queer” is brought up in this category. When two homosexual males are speaking and one uses the word “queer” it would probably not mean a thing. But if a heterosexual male was talking to a homosexual and either called something or someone “queer” there would probably be some problems. From this we can determine that when a common culture or group of people use their type of language it is perfectly fine. Someone looking to join this group will still not be accepted even if they decide to use this groups type of language. In fact, the group is less likely to accept that person because of this.The biggest problem that I have is someone from another country coming to our country and judging us.  I believe that every country has a right to believe their own beliefs.  I do not agree with someone from another country coming here and telling us what we do to language.  If someone had such a problem with it they should take it up with their own country; not criticize ours for their problems.  

Article Analysis

Posted in Uncategorized on February 8, 2008 by ablanch3

The cultural information present in this article includes information on all immigrants, both legal and illegal. The article discusses the topic of legal immigrants here in America on “H-visas” being taken away from the jobs that our industry demands for or that we as Americans just do not want to do. These jobs include software engineers, hotel employees, seafood processors, landscapers, and vegetable pickers.

To find more information on this topic fieldworkers might ask first who has issued these immigrants their “H-visas”. Where these immigrants received their visas might be able to be used to keep them in America and continue their work. Fieldworkers might also ask if these visas are such a problem for America then why were they issued to begin with? Most of these immigrants receive these temporary visas to come to America and make money to support their families back home in Mexico.

For this topic, a fieldworkers question might differ from a journalists question in that the fieldworker would ask questions to gain information for a non-biased audience. The journalist might ask questions to keep his readers attention or to write an article that most of his viewers would agree with.

Fieldworkers might want to gather information on when this issue became a problem, how many immigrants will be affected by it, and when we can expect to see some changes. All of these questions, when answered, will help any reader understand what change can be expected due to this issue.

The fieldworker might want to research some of America’s immigration laws before putting together a report. Knowing the subject can help the fieldworker give a more conclusive opinion. Also, the fieldworker might want to find out how long the “H-visas” are supposed to last and if there is a “contract” involved that would prohibit the U.S. from taking these immigrants from the America.

To find these sources the fieldworker might want to start by reading up on recent congress events and maybe even traveling to Washington D.C. to find out what exactly is going to happen with this issue.

http://tennessean.com/apps/pbcs.dll/article?AID=/20071128/BUSINESS01/711280395/1003

Memoir Blog

Posted in Uncategorized on January 25, 2008 by ablanch3

                At a young age children begin to learn how to communicate with other people, but mainly their parents.  I say this because most of the time only their parents can actually understand what is being said.  The obvious choice of communication for most 1 year old children is the use of their hands and other body parts.  Pointing usually indicates what the child is in want of.  The shaking of the head usually means an answer to an understood question.  As a child as young as 7 months old I began to use hand and head gestures to show my parents what I needed and wanted.  I slept with cloth diapers as a baby but only if they were folded.  When I would awake and find my diapers unfolded, I would cry and wave my hands to let my parents know that my diapers needed folded. 

As I matured, I began to create my own language to communicate with my parents.  The truth is because I barely saw my father because he worked only my mother could understand what I was saying.  When I wanted milk I would knock on the refrigerator and say “uh mmm”.  For juice, I would use the same hand gestures and ask “uh buice”.  Because I was often sick as a baby, I also had a word for doctor.  It was “coca”.  In one specific instance, my mom was in the kitchen and I was thirsty and wanted some milk.  I ran up to the refrigerator and said “momma momma uh mmm”.  My mom, understanding completely what I had said, responded quickly with “No honey, the doctor said you couldn’t have milk.  Would you like some juice?”  I was not allowed to have milk because of the drainage in my throat.  I did not feel like having juice at the moment so I shook my head and left for the moment.  After about five minutes, still thirsty, I once again ran up to the refrigerator but this time said “momma momma uh buice, coca no mmm”.  Once again Mom, understanding exactly what I said, pulled out the juice and fixed me a glass.  This is a perfect example of how children learn from clues and sounds to create a language that someone, like a parent, will understand. 

                After a child uses their created language for some time, the parents might start encouraging not using that created language but learning to use a more known vocabulary.  My parents did this by reading me the same book every night.  “Good Night Moon” was my favorite book of all, and I heard every night before I went to bed.  As I progressed in listening, my parents began to ask me to repeat words out of the book and then would tell me what they meant.  After I got tired of being read to every night they let me start watching television.  Like every other child the first show I watched was Sesame Street.  Sesame Street has been one of America’s most watched children’s shows due to its educational environment while still entertaining them.  Along with this classic television show I also enjoyed watching the Disney classic “The Jungle Book”.  “The Jungle Book” introduced to me more advanced words than I was used to.  Jungle, elephant, monkey, kingdom, and tiger are just a few of the complex words I learned from this extremely entertaining movie. 

                After the child has obtained some of the “common” vocabulary spoken in everyday language we are sent to pre-school or pre-K.  Here is where I learned what to say and when to say it.  I got punished when I said a “potty word” and praised when I used words correctly in a sentence.  This step begins a long process of learning to read and write using our English language.

My First Blog

Posted in Uncategorized on January 18, 2008 by ablanch3

For my first blog assignment I have chosen to concentrate the number one weasel word, “Help”, from the reading “Empty Eggs: The Doublespeak of Weasel Words.”  First, I contemplated the meaning of the word “weasel” and came up with someone or something that is very sly in sneaky in how it operates.  Next, I thought about the word “help” and really could not understand why or how anyone could accuse “help” being sneaky or sly.  This was until I read the text.  After reading only a few lines I began to analyze the weasel word like William Lutz had and started to understand what was being said.  But was the author’s purpose of this article to educate us on “help” or even weasel words?  I believe the purpose of this excerpt was to make us analyze words we throw around so frequently so we gain knowledge on exactly what we are saying.   Many times through advertisements we receive information and just assume that it is true and will do what we interpret it to do.  What we should do is take in the information instead of immediately believing what is said and analyze the key words said in more than one way to find out the true meaning of the advertisement.   The article nails it on the head when it says that help does not mean it will fix the problem, but simply improve the chances of the problem being fixed.  Nothing that is advertised to us does exactly what is usually interpreted.  It is our job to take in the words being said and contemplate the true meanings so we are not fooled or scammed. If we begin to analyze these words we will start a habit in which we analyze more than just advertisements and will develop into more educated people.

Hello world!

Posted in Uncategorized on January 17, 2008 by ablanch3

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