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The advertising of Facial creams

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Introduction

The advertising of Facial creams Introduction I aim to investigate the linguistic techniques used in facial cream advertising and discover if the language varies according to the price and audience, by comparing and contrasting the lexical range, grammatical style and conative devices used in each. The adverts are aimed at women as the product is for females and the adverts were taken from magazines aimed at women. They target women of about 30+. However this does vary as the cream changes so I am hoping to discover links between age range and price of the products. The purpose is to persuade the audience to purchase their product. The tone of my adverts does vary but are mainly clear, factual and mature. They are product-based and have a moderately formal tenor. Advert letter Brand Name Product number Item Mode A RoC Hydra+destressant Face cream Mixed B Nivea Visage Age reversal intense rejuvenating cream Face cream Mixed C Loreal Paris Wrinkle de-crease Face cream Written D Loreal Paris Age Perfect Face cream Written E Olay Regenerist Face cream Mixed F Clarins Paris Multi-active Jour Multi-active Nuit Face cream Written G RoC Retin-Ox Correxion Face cream Spoken . Lexis. The lexis in the adverts are similar. They all use collective nouns. "Loreal Paris", "RoC", "Nivea visage", "Olay", and "Clarins Paris. These reflect the product making it appear powerful and prestigious. Also, as the companies are familiar, there becomes a link of trust between the customer and the company. Abstract nouns are also used: "promises", "beauty" and "worth". ...read more.

Middle

In advert G, the spoken advert, more minor sentences are used as so the audience only hears what is vital. The use of sentence structure is also an effective persuasive device. Simple sentences are used throughout: "So skin appears smoother, firmer, younger" "Its a fact" The effect of simple sentences are to provide short, snappy, memorable information points which the audience will notice and remember the cream by. Noun phrases use much pre and post modification: "(the usual youthful glow)" "(for mature skin)" "(with beautiful younger looking skin)" These describe and add information to the headword which is a persuasive technique to influence the audience to buy a particular facial cream as it also enhances the product. Pre and Post modification is used more frequently in adverts B,EandF because they use more adjectives and opinioned modifiers to qualify the headword, whereas the other adverts use less modification as they adopt a more referential manner. Modal verbs appear in adverts AandB of the selection: "you can harness" "Tiredness can make" "Doesn't have" Modal verbs accomplish the tone of suggestion and implication showing how the audience benefits by these products. I have discovered that the adverts with a more referential manner do not use modal verbs. A reason for this may be that they convey facts compared with implication because they appear to be aimed at an audience that prefers a well-researched angle than a thought provoking one. ...read more.

Conclusion

"start to show your skin" and "skin...stressed". The purpose of the "s" sound being emphasised is that the constantan is a memorable sound which helps the text flow and give it a sense of rhythm whilst conveying to the audience a vital description of the product. Repetition is also used throughout, especially within the spoken advert: "double action", "firm", and wrinkles". This stresses the crucial facts and is used more in the spoken piece as the audience will be hearing the same words repetitively and in written adverts often the reader will not read the advert thoroughly therefore repetition would not have the maximum effect. Overall, phonology is used within all of the adverts however the spoken advertisement especially makes use of it as the effect of phonology is heightened when the audience is hearing the effect. Conclusion I have discovered the lexis is generally similar throughout the selection of adverts, however the complexity heightens as the price range increases. The grammatical features in my adverts are typical of advertisements and are also very similar. Overall I have revealed that although my products have a different price and audience they are very similar in lexis, grammar and conative devices. Content page Page number Section 1 Introduction 2 Lexis 3 Lexis and Grammar 4 Grammar 5 Grammar and Spoken Features 6 Phonology and conclusion 7 Advert A 8 Advert B 9 Advert C 10 Advert D 11 Advert E 12 Advert F 13 Advert G (transcript) Rachel Williams English advertising coursework Barton Peveril College 8087 ...read more.

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