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Questions and Answers
What is the primary function of metaphors in advertising?
What is the primary function of metaphors in advertising?
- To create a sense of urgency in the consumer
- To create a humorous tone in the ad
- To highlight a perceived resemblance between two objects or ideas (correct)
- To establish a literal connection between two concepts
What is the significance of the phrase '100% pure sunshine' in the Tropicana fruit juice ad?
What is the significance of the phrase '100% pure sunshine' in the Tropicana fruit juice ad?
- It emphasizes the product's packaging
- It creates a metaphorical connection between the product and sunshine (correct)
- It highlights the product's convenience
- It indicates the product's nutritional value
In the Jaguar car ad, what is the effect of combining a metaphor with a simile?
In the Jaguar car ad, what is the effect of combining a metaphor with a simile?
- It emphasizes the product's features
- It creates a vivid and memorable description (correct)
- It creates a sense of confusion in the consumer
- It reduces the product's appeal
What is the purpose of using abbreviations in dating ads?
What is the purpose of using abbreviations in dating ads?
What is the effect of using metaphors in dating ads?
What is the effect of using metaphors in dating ads?
What is the primary function of metaphors in the provided dating ads?
What is the primary function of metaphors in the provided dating ads?
What is the primary function of figurative language in advertising?
What is the primary function of figurative language in advertising?
What is the term used to describe the comparison of two objects or concepts using 'like' or 'as'?
What is the term used to describe the comparison of two objects or concepts using 'like' or 'as'?
What is the purpose of using colorful or figurative language in advertising?
What is the purpose of using colorful or figurative language in advertising?
Which of the following is an example of a metaphor in advertising?
Which of the following is an example of a metaphor in advertising?
How can the power of advertising be used effectively?
How can the power of advertising be used effectively?
What is the primary difference between literal and figurative language?
What is the primary difference between literal and figurative language?
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Study Notes
The Power of Advertising Language
- Advertising language is manipulated to suggest meanings beyond the product or service being marketed
- Descriptive language can persuade people, and advertising often employs figurative language to establish comparisons and associations between objects or concepts
Figurative Language
- Figurative language is used to make language more vivid than literal forms allow
- Examples of figurative language include:
- Simile: comparing two objects using "like" or "as" (e.g., "He roared like a lion")
- Metaphor: expressing one object as another to highlight a perceived resemblance (e.g., "Tropicana fruit juice is 100% pure sunshine")
Examples of Advertising Language
- Consulate's menthol cigarettes: "as cool as a mountain stream"
- US Coffee Bureau: "good coffee is like friendship: rich and warm and strong"
- Nivea Soft: "like gentle summer rain"
- Tropicana fruit juice: "100% pure sunshine"
- Jaguar XJ-S Convertible: "a place in the sun that moves like the wind"
Metaphor in Dating Ads
- Metaphors are commonly used in dating ads to create a memorable and attention-grabbing description
- Examples include:
- BRUCE WILLIS: seeking a partner like Demi Moore
- FILLY: seeking a stable relationship with a intelligent Stallion
- ANGEL: seeking a partner with "tinsel" to make them shine
Abbreviations in Dating Ads
- Abbreviations (e.g., n/s, w.l.t.m., WLTM) are used to convey a sense of informality and casualness, and to fit more information into a limited space.
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