Language and Advertising Study Guide

Language and Advertising Study Guide

• Annie A. Parmis, Adelina O. Carreno, Gernah May Y. Santianes, Rosemarie Gil M. Macale are the authors of the Language and Advertising Study Guide.
• Credits and acknowledgements from other sources are reproduced with permission.
• Copyright © 2022, Society for Science and Education (United Kingdom).
• Society for Science and Education United Kingdom (SSE-UK) applies the Creative Commons Attribution (CC BY) license to this book.
• DOI is 10.14738/eb.262.2022.
• The study guide focuses on language in advertising, including verbal expressions, non-verbal communication, and creative works behind commercials.
• It presents information about terms like "propaganda" and "marketing" in relation to "commercials".
• It explores fallacies and psychology in advertising, understanding that "communication" is the vehicle of advertisements.
• The study guide aims to uncover secrets in advertising and illuminate convenience, beauty, luxury, love, and enhancement.

Annie A. Parmis

• Finished her Bachelor of Arts in English (Linguistics Cum Laude) at Mindanao State University-lligan Institute of Technology (MSU-IIT), Iligan City.
• Took her Master of Science in Language Teaching (MS-LT) at the Visayas State University (VSU), Baybay City, Leyte
• Holds a Doctor of Education in English Language Teaching (Ed.D.-ELT) at Cebu Normal University.
• Recipient of TESOL (Teaching English to Speakers of Other Languages) and IELTS (International English Language Testing System) certificates.
• Associate Professor at the Department of Liberal Arts and Behavioral Sciences (DLABS), VSU and teaches English and Literature courses.

Adelina O. Carreno

• Graduated with a Bachelor of Science in Development Communication major in Development broadcasting at Visayas State University (VSU), Baybay City, Leyte.
• Attended the General Production Course Radio and TV (1992) and Training of Trainers Course Radio and TV (1997) at the Radio Nederland Training Halversom, the Netherlands.
• Participated in a month-long training course in Online Journalism at the DW Akademe in Bonn, Germany in 2001.
• Recognized as one of the 10 Outstanding Rural Broadcasters of the Philippines in 1997 by the Philippine Foundation Of Rural Broadcasters (PFRB).
• Received the George Atkins Communications Award (2001) in Toronto, Canada.

Gernah May Y. Santianes

• Graduate of Bachelor of Secondary Education major in English at Visayas State University-Villaba.
• Became an instructor at the Visayas State University after graduating.
• Passed the Licensure Examination for Teachers in 2016.
• Graduated Master of Science in Language Teaching minor in Agricultural Education at the Visayas State University-Main as CHED scholar from 2016-2018.
• Connected to the Department of Liberal Arts and Behavioral Sciences.
• Affiliated with the Department of Teacher Education along with the Institute of Human Kinetics handling major subjects related to Culture and Arts and English.

Rosemarie Gil M. Macale

• Teaches English and General Education subjects at the Department of Arts and Sciences, VSU-Tolosa.
• Obtained her Bachelor of Secondary Education major in English at Eastern Samar State University-Guian
• Took her Master of Science in Language Teaching at the Visayas State University, Baybay City, Leyte.

The Study Guide Includes

• Advertising, Marketing, Glossary of Terms, Propaganda, and Print Advertisements (Unit I)
• Commercial Jingles, Slogans, and Taglines; Types of Commercials; Advertising Techniques; and the Language of Advertising (Unit II)

Unit I key concepts

• Deals with terms related to advertising and marketing, propaganda, and print advertisements.
• Figures (1, 2, 3, and 4) give prominence to the face, smile, straight hair, and a slim body observed in some popular TV commercials.
• Assessments call for students to be particular with creditable "print advertisements".

Unit II key concepts

• Focuses on commercial jingles, slogans, taglines, and advertising techniques.
• Figures (5, 6, 7, and 8) particularly mention about skincare, projection, apparel, and womanhood in relation to advertising.
• Assessments require students to apply their knowledge about the language of advertising.

Definitions

• Ad campaign: A coordinated series of linked advertisements with a single idea or theme.
• Advertisement: An item of publicity for a product or services, in magazine, radio, TV, etc.; the use of media to share information about products and services with the public and target markets.
• AIDA (attention, interest, desire, action): The objective of all advertisements.
• Algorithm: Specified instructions or a set of rules required for performing a task or solving a problem.
• Banner ad: A display ad that sits horizontallyon a website or app, usually at the top or bottom of the page.
• Benefit: Advantage of a product or service, usually derived from its features.
• Billboard: Signboard or wooden structure used to display advertising posters; hoarding.
• Broadsheet: Newspaper printed in a large format.
• Bumper ads: Short, 6-second video ads that play before a user's chosen video on YouTube.
• Churn rate: The percentage at which customers stop subscribing to a service; thus this metric represents a negative activity.
• Circulation: Average number of copies of a magazine sold on a particular period.
• Classified ads: Small advertisements in magazine or newspaper categorized by subject.
• Clickbait: Some kind of a hyperbolic, exaggerated internet content (usually a headline or title) to compel readers to click on it.
• Commercial: Paid advertisement on radio or TV.
• Coupon: Part of a printed advertisement used for ordering goods, samples, etc.
• CU: The subject dominates the shot and the screen.
• Double-page spread: Advertisement printed across 2 pages in a magazine or newspaper.
• Engagement: A behavior on social media and video marketing that includes user interaction with an ad or marketing content.
• Evergreen content: A content that provides value to the audience regardless of when they view it.
• Eye-catcher: Something that especially attracts one's attention.
• Features: Special characteristics of a product, usually leading to certain benefits.
• Geotarget: The act of showing ads only in a specific location.
• Hype: Excessive or intensive publicity; exaggerated claims made in advertising.
• Jingle: Catchy tune, with a short rhyme, used to promote a product.
• Launch: Start an action to introduce something.
• Mailshot: Piece of advertising material sent to potential customers by post.
• Marketing: The process of planning, implementing, and optimizing promotional strategies with the goal of boosting visibility and brand awareness and increasing revenue.
• Mass media: The main means of communication (newspapers, TV, and radio).
• Plug: Favorable publicity in a media for a commercial product.
• Podcast: A digital audio broadcast file that is usually part of an internet series and contains different episodes.
• Poster: Large sheet of paper, usually illustrated, used as advertisement.
• Prime time: Hours on radio and TV with largest audience, especially the evening hours.
• Promote: Try to) increase sales of a product by publicizing and advertising it.
• Reach: The total number of people exposed to your ad during a given period.
• Roadside signs: Large panels along roads and motorways used for outdoor advertising.
• Sentiment: The public perception of your brand as measured through comments and engagement via social media and other feedback mechanisms like news articles.
• SFX: Sound effects.
• Slot: Specific time in a broadcasting schedule, when a commercial may be shown.
• Soundbite: Short extract from a recorded interview or speech.
• Tabloid: Newspaper printed in small format.
• Target: objective: What one is aiming at.
• Traffic: The total amount of online users who have visited your website over a given time period.
• TS: Tight shot. A little or no space surrounds the subject.
• URL (Uniform Resource Locator ): The web address of a piece of online content.
• User Interface (UI): What a consumer sees on a screen in a website or app.
• USP (Unique Selling Proposition): What makes a product different from others.
• Viral content: Any sort of multimedia that spreads quickly and exponentially over the internet via sharing.

Marketing Words for a Cause

• To help reduce uncertainty and boost confidence: First month/time period free, see for yourself, no hidden fees, check out a sample report, money back guarantee.
• The (business name) guarantee: Risk-free guarantee.
• To give more reasons to customers to continue engaging with you: Check out our testimonial page, see our review, check out our FAQ section.
• Chat live with a specialist: Achieve (main benefits) and sign up today, or find out for yourself!
• Ask: What do you have to lose? Give us a shot!, What's in it for you? (Then answer that.), Take advantage of this special offer. A bargain you can't beat, Do you want to/Are you ready to (insert benefits of your services here)?, See the results you want/Real results
• Achieve growth/(other ultimate benefit your customers are seeking): Start achieving with (business name or product) now / Become (adjective your customer wishes to become) with (business name or product)
• To encourage urgency: Download now/today, While supplies last, For a limited time only, Save your spot, Sale ends (Saturday), Act now before time runs out, Get it while it's hot, Last chance, Don't what to miss/Can't miss, Offer ends soon, Limited-time offer, Call today (Hours: minute: seconds) left to
• To bring about curiosity and engagement: What if ...?, Insider Scoop, Special, Learn how to...., Join, Discover, Imagine, Uncover, Get access to, Unlock, Find out, See why
• To connect with your audience: Ever wish you could/Ever wish there was a, Finally, a...., At last, the ...., Are you tired of ...., We get it ...., We've got you/We've got your back, Discover what's it's like to ...., Look familiar?, Experience a world free of ...., You deserve ....
• To communicate value: Top/Top-notch, Premium, Best value, Safe, Only, Equivalent to New, Secure, Efficient, Quality, Custom-built, First, Quickest, One-of-a-kind, Harness the power of (Location)'s best, Get the most out of your money
• To convey authority: Ultimate, Top, Best-in-class, Premium, Leading, Top-rated, Expert-approved, Cutting edge, (Location)'s best, (Location)'s only, Specialized, (Location)'s #1Proprietary
• To infer growth or benefit: Boost, Improve, Amplify, Enhance, Achieve, Learn, Reach, Grow, Prosper, Flourish, Gain, Reap the benefits, Ramp up
• To convey savings: Save now, Earn rewards, Collect, Affordable, Get your money's worth without breaking the bank, Easy in your wallet, While staying within your budget, Avoid unnecessary fees
• Marketing words to motivate the customers to feel something: Obsession, Surging, Pioneering, Unsurpassed, Bold, Confidential, Tempting, Unconventional, Astonishing, Epic, Explosive, Secret, Unusual, Daring, Imagine, Discover, Create, Polarizing, Inspire
• Marketing words that make people feel safe: Authentic / No-strings attached,Secure, Privacy Backed,Lifetime Tested,No-obligation, Forever Proven, Money-back, Protected, Verified, No questions, Endorsed, Certified
• Marketing words that imply urgency: Now, Exclusive, Scarce, Rare, Immediately, Instantly, Hurry, Only, Limited, Limited-time, Limited-edition, Temporary
• Marketing words that show value: Bargain, Double, Affordable, Convert, Essential, Detailed, Better, New Remarkable, Professional, Best-selling Guaranteed, Unique Improved, Tested Immediately, Bonus, Easy Advanced Results,Effective Massive Impactful, Increase Expert Lifetime, Highest Lowest (%signs) ($ signs)
• "Youth" slang to avoid: I can't even, On fleek, Lit, Turnt AF (As F*ck), Dab, Chill, GOAT (greatest of all time), Gucci, Bae
• Incredible words to avoid: Groundbreaking, Once-in-a-lifetime, Revolutionary, Perfect, Impossible, Miracle, Once-only, Visionary
• "Salesy" words to avoid: Outside the box, Synergy, Optimize, Quota, Pitch
• Trite words to avoid: Actionable Learnings, Viral Disruption, Holistic, Innovative, Seamless, Robust, Granular, Snackable, Paradigm, Customer-oriented
• "Lazy" words to avoid: Click here Submit, Buy, Great, Very, Best, Huge, Stuff Things, Amazing, Awesome, Special

Marketing versus Advertisement

• Marketing campaign is designed to drive greater awareness for a product, service, or business.
• Steps to create a marketing campaign includes: Identify the company's unique value proposition, explore potential markets and conduct competitor research, design a strategy that targets potential markets, and continue research and collect feedback.
• Responsibilities of an advertising agency include developing the overall creative plan, delivering creative materials, and maintaining public relationships and negotiations.
• Marketing roles: Brand ambassador, marketing director, and product marketing manager.

Factors that Make an Advertisement Successful

• Must resonate with its audience
• Memorable
• Distinguishes its product from competitors
• Highlights the benefits of the product or service
• Has a distinctive branding style
• Has well-written copy or a good script
• A clear call to action

Types of Advertising Based on Level of Penetration

• Above the Line (ATL)
• Below the Line (BTL)
• Through the Line (TTL)

Characteristics of advertising

• Paid form
• Tool for promotion
• One-way communication
• Personal or nonpersonal

Types of Advertising Activities based on the Advertising Medium Used

• Print, broadcast, outdoor, digital and product/brand integration advertising

Importance of Advertising

• Provides consumers with convenience, awareness and better quality
• Helps businesses with awareness, brand image, product differentiation, increased goodwill and value for money

Advantages of Advertising

• Reduces per-unit cost, helps in brand building and launching new products, boosts customer confidence, reduces customer turnover, attracts new customers, educates the customers, expands the market and increases sales

Disadvantages of Advertising

• Increases cost, confuses the buyer, is misleading, only for big businesses, undermines social values, and can be distasteful

Promotional Activities Using the Media

• Articles, editorials, press kits, press releases, public service announcements, annual reports, networking, novelties, presentations, relationships with stakeholders and special events

Term: Above the fold

• Definition: a term traditionally used in newspaper to describe content that is placed on the top half of the front page implying that the story or photograph is important and attention-grabbing.

Term: Ad design

• Definition: In web design, it refers to the section of a website a user can view without scrolling down the page.

Term: Ad Flight

• Definition: the scheduled length of time in which an advertisement is aired.

Term: Advertorial

• Definition: a print advertisement in a newspaper or magazine that is written in the style of editorial content.

Term: Aerial Filming

• Definition: video that is filmed from the sky to get wide and sweeping angles, typically done using helicopters or drones.

Term: Affiliate marketing

• Definition: an advertising model in which a company hires a third-party (or affiliate) to promote traffic around a product and/or service.

Term: Agency Trading Desk

• Definition: a group within an advertising agency that sells the service of online media buying.

Term: Algorithm

• Definition: a set of formulas developed for a computer so it can automatically perform certain functions on its own.

Term: Alpha Channel

• Definition: in photo editing, the alpha channel aids in the styling of an image with a background in order to create the look of partial transparency.

Term: Amends

• Definition: making changes to a video such as changing the music, adding voiceover, or removing frames.

Term: Animation

• Definition: a method in which pictures are manipulated to appear like they are moving by displaying a series of frames.

Term: Art Director

• Definition: the person responsible for overseeing the artistic and creative aspects of a project.

Term: Assets

• Definition: any element that makes up a physical video such as clips, music, audio, and still images.

Term: Asymmetrical

• Definition: when an image or text is not identical on each side of a center line.

Term: Bevel

• Definition: an effect used in graphic design to make an image or text appear raised by applying highlights and shadow colors.

Term: Billboard

• Definition: a form of traditional advertising that is a large sign or poster typically displayed on buildings and alongside busy roadways.

Term: Bitmap

• Definition: a series of bits that form the structure of a graphic image.

Term: Bleed

• Definition: a full-page advertisement that extends to the edge of the page (leaving no margin) on at least one side.

Term: Body Type

• Definition: the typeface of the main text in printed content.

Term: Buying Personas

• Definition: the real buyers who influence or make decisions about the products, services, or solutions you market.

Term: Campaign

• Definition: a plan with a detailed and organized course of action to meet a specific goal, typically that goal is selling a product and/or service or bringing awareness of the brand to consumers.

Term: CMYK

• Definition: stands for Cyan, Magenta, Yellow, and Key (Black) colors used in printing.

Term: Color Palette

• Definition: the total range of colors used in graphic computers.

Term: Console

• Definition: a pop-up window that launches when a visitor enters or exits a site. The console is typically an advertisement with a hyperlink or window prompting the user to sign up for an email list.

Term: Crop

• Definition: a tool used in photo editing that removes portions of an image.

Term: Crowdsourcing

• Definition: refers to the act of soliciting content or ideas from a group of people in an online setting.

Term: Dark Site

• Definition: an inactive website created by an organization that can be turned on if necessary, most likely during a crisis. A dark site is created as part of a crisis communications strategy.

Term: Delivery

• Definition: the final step in the production process when the client is given the final video files from the production company or marketing agency.

Term: Demographics

• Definition: the collection of information regarding the characteristics of a population.

Term: Dodge

• Definition: in photo editing, it is the use of shading tools to lighten or remove part of an image.

Term: Drop Shadow

• Definition: a design effect in photo editing that gives the impression the image is raised or floating above a background.

Term: Embedding

• Definition: the process of transferring data of text or an image into a file itself.

Term: Feathering

• Definition: a graphic design tool used to make the edges of an image softer.

Term: Filter

• Definition: a pre-created digital effect that can be applied to a whole image to give it a certain tone or look.

Term: First-Party Data

• Definition: the primary data.

Term: Font

• Definition: a collection of characters with the same design and can alter the feel of a text.

Term: Gamut

• Definition: the range of colors available by a certain output device such as a printer or image setter.

Term: GIF

• Definition: an acronym for “Graphics Interchange Format". This file format supports both image files and animations.

Term: Grading

• Definition: the process of improving the color in a video during the editing process.

Term: Graphic Design

• Definition: the profession of combining images, words, text styles, and color to visually convey an idea or message to an audience.

Term: Grayscale

• Definition: the monochrome range of shades from white to black.

Term: Grip

• Definition: a member of the production team who works with the camera crew and acts as the lighting and rigging technician on a shoot.

Term: High-Resolution

• Definition: an image that has extreme clarity and sharpness.

Term: HSL

• Definition: an acronym that stands for “Hue, Saturation, and Lightness", which are the three primary ways to describe color.

Term: Hue

• Definition: describes the actual color and the shade of a color.

Term: Ideograph

• Definition: a symbol or character that represents an idea without displayingwords; an ideogram.

Term: Imposition

• Definition: the layout of pages in flats so they will appear in the correct order after they are foldedand bound.

Term: Impressions

• Definition: important measurements in digital marketing strategy, impressions are the number of times an advertisement or post was viewed by a user.

Term: Klout

• Definition: a measure of how much influence someone has on social media.

Term: Leaf

• Definition: a single page of paper inserted into a magazine, newspaper, or other typeof publication.

Term: Live Streaming

• Definition: the act of delivering real time video content over a social media platform.

Term: Master Page

• Definition: a page that is used as a template for the rest of the pages in a document and contains graphics such as headers, page numbers, and footers.

Term: Pixel

• Definition: the smallest unit of a digital image or graphic that can be displayed or colored.

Term: Subtractive colors

• Definition: the colors cyan, yellow, and magenta.

Term: Tear Sheet

• Definition: a page that can be easily removed from a newspaper or magazine that contains an advertisement.

Term: Thumbnail

• Definition: a preview or reduced size of an original image.

Term: Tint

• Definition: to make a color lighter by adding white.

Term: TVC

• Definition: television commercial.

Term: Typeface

• Definition: a set of letters numbers, marks, and punctuation of the same design.

Term: Value

• Definition: the degree of lightness or darkness of a color.

Term: Vector Graphic

• Definition: a type of graphic format that allows a designer to expand or shrink an image without losing quality.

Term: Visit

• Definition: the sequence of page views in a single sitting without thirty minutes of inactivity in between image requests.

Term: Watermark

• Definition: a faint design put onto paper or an image that identifies the maker and protects design against counterfeiting.

Term: White Point Adjustment

• Definition: a tool in photo editing that establishes the amount of highlighted detail in an image.

Term: Widow Line

• Definition: a single line of paragraph at the bottom of a page.

Term: ZIP

• Definition: a type of file format that stands for "Zonal Information Protocol” that compresses files into a smaller size.

Key Concepts from Part B: Propaganda and Print Advertisements

• Propaganda and public relations both use mass communication to influence public perception.
• Propaganda uses lies, misinformation, inflammatory language, and other negative communication.

Common Propaganda Manipulation Techniques

• Bandwagon: manipulates to believe by following what others do.
• Snob appeal: convince public to act to serve the purposes and worthy of elite status.
• Vague terms: offer generalities that provoke audience's to expend their energy interpreting rather than critiquing.
• Loaded words: use excessively positive words or those with agreeable associations.
• Transfer: conjure up either positive or negative images, connect them to an unrelated concept or item, and try to move the public to take action.
• Unreliable testimonial: rely on the ability of an unrelated person to successfully sell an idea, opinion, product, or action.

Common Commercial Techniques

• Testimonial: uses famous people
• Stereotyping: reinforces or shatters stereotypes
• Fear appeals: scare people for action
• Bandwagon: creates isolation, follows FOMO
• Plain folks: regular people endorsing to be relatable
• Transfer: relies on symbolism and irrational tie
• Name-calling: based in putting the other party down to negative
• Card stacking: present incomplete information
• Glittering generalities: employs loaded words to have marketing positioning
• Repetition/ad nauseam" relies on reputation of mind
• Emotional words: uses that type of vocab for feelings

Print Advertisements

• Print Ads have visual narrative copy, use slogans ad align with rule of thirds
• Persuasions use a product/benefit focus, testimonials and exploit double entendre and association

Key considerations for making ads of good taste

• Avoid being insulting, look out for stereotypes, be mindful of everyone, keep it PG parental guidance, mind your references, religion undertones, judgement, free of judgement and positivity

Types of Commercials

• Continuing, animation/cartoons, jingles, reason-why lists, demonstration, slice-of-life, emotion, testimonials, stand-up presenter

Advertising psychology of maximizing Sales via

• Appealing to emotions via good or bad things
• Using "wow" factor going viral, wanting future and inspiration

Persuasive advertising

• Creating association and connection for brand with good and to remember
• Describing and benefits of products for understand
• Using generated content by consumers can be influenced
• Making creation scarcity
• The idea is follow bandwagon
• Technique is ad-counter in controversial makes people aware

Composition from visual advertising

• Composition: elements and objects, help space, can director to production for create a flow
• Can be created in space is by balancing the visual aspect
• Visual pass two common visuals path and follow the other and path

Ten claim techniques

• The weasel technique
• Unfinished technique
• Different and unique technique
• The "wet" claim
• The "so what" claim
• The vague claim
• Endorsement or testimonials technique
• Statistical technique
• Complimenting or claiming for consumer technique
• Rhetorical questions technique