Lexis:
The lexical features of this text are used in such a way that the reader feels comfortable with the product and it stimulates their desire for the product. The language used is very informal and perhaps slightly conversational. This is intended to make the reader feel that the company is talking directly to them, making the reader feel important. The informal tone is set by the use of contractions: it’s, that’s, Multipla’s. These contractions are particularly common in speech implying a more personal and friendly tone. The word rave is very informal and almost a slang word which would be quite common in conversation between young people. The advertiser is trying to relate to a young, modern audience. This word is an example of amelioration. The meaning of the word has changed so that it is more pleasant or positive. Once meaning to speak in an angry uncontrolled manner, rave, is now an informal or slang way to describe enthusiastic or extravagant praise. Slang is often subversive, reflecting a desire to rebel against respectability and societies conventional norms and values. In this context it suggest that the car is unconventional and contemporary. Also, the word decent conveys an informal conversational tone allowing the advertiser to relate to an up-to-the-minute audience. M.P.V. is an acronym meaning multi purpose vehicle which is used as a form of jargon as only certain people are familiar with its meaning. Jargon has also been included in the small print which is particularly common to texts of this genre. In this case the jargon refers to the specialist vocabulary associated with the particular insight of cars. It enables members of a specialist group to communicate with each other clearly. There is deliberate intention to confuse the reader as this jargon is not expected to be read by the audience, as it is only a legal requirement. A collocation has been used in the phrase a dream come true. This group of words are commonly found along side one another. Collocations are cohesive because they involve the use of words that, because of their meaning are already linked in the reader’s mind. This particular collocation has positive associations with fairy tales giving the car a sense of elegance and dreaminess. The most obvious feature of this text is its informal tone which is reiterated by the use of conversational language: it’s no yawn to drive. Here the verb to yawn has been changed to a noun. This is unconventional for written texts and more common to spoken texts. The reader feels at ease with the advertiser because it seems as if they are talking directly to them.
Lexical cohesion has been maintained throughout this text. The words used are from the same semantic field. Also evident is the use of words from the same register. In this case it is of an informal nature. Lexical cohesion has been retained to limit the amount of confusion the reader often feels from advertisements.
Another important aspect of this text is the meaning of the word Multipla and its associations. A brand name should have an intrinsic meaning of lasting significance which relates to the product in some way. In this case the brand name has a creative and imaginative structure. The word Multipla is similar in sound to the word multiple, meaning many. In fact Multipla is derived from the Italian word meaning multiple. This is particularly appropriate as the company Fiat is Italian. This meaning is of particular importance to this product as one of its sales pitches is how it can carry six people.
All of the lexical features used in this ad make the reader trust the advertiser. Most importantly they feel as if the advertiser is talking directly to them and in language which the reader is familiar with.
Grammar:
Grammatical features are used cleverly in this text to entice the reader to read on and familiarise themselves with product. Firstly, the use of short, incomplete sentences is evident in the final sentences of the text at the bottom of the advertisement:
The Fiat Multipla. The ultimate family car. Driven by passion.
The use of short, incomplete sentences makes the text easier to read and may be an attempt to imitate spoken language. In this case it enables the advertiser to give extra emphasis to particular points by putting them in separate sentences. This is the punch line of the ad and must therefore stand out and be noticed. The main body of paragraphed text uses mostly compound sentences containing the conjunctions and, but, or. Occasional simple sentences are used. This is because the ad must be easy to read and simple to understand. The advertiser is not targeting educated people but normal families.
The use of personal pronouns is evident throughout the text- you, your. This is typical of conversation. The reader also believes the advertiser is speaking directly to them, creating a more personal and friendly atmosphere. The audience will buy from those they are familiar with and trust.
The definite article has been used all through the ad- the Multipla. This makes the car appear to be special and in a class of its own. If the indefinite article was used- a Multipla, it would suggest it is superior to all other everyday cars and the best in its class. This implies superiority that can be achieved by the everyday, working person.
The present tense has been used in the ad. By using the present tense the advertiser can describe the product more vividly. It refers to what is happening now, implying that the car is very popular at the minute. The reader believes that the car is fashionable and indispensable. Most audiences like keeping up to date with the latest fashion and so using the present tense can be desire stimulating.
The active voice is kept throughout the text. This makes the ad more direct and personal. Audiences prefer directness, any hint of being indirect or underhand and the audience immediately stops reading the ad. The advertisement must be to the point and most importantly appear to be truthful. This will keep the readers attention.
Grammatical cohesion has been maintained throughout the ad. Anaphoric reference is particularly evident with the pronouns referring back to some thing that came earlier in the sentence. Exophoric reference has also been included. The pronoun you does not refer to anyone or anything inside the text- it refers to the reader who is outside of and not mentioned in the text. The attraction of referring outside of the text is that this can leave plenty of room for manoeuvre, as it is unclear who you actually is. While this could suggest confusion, in fact there is much creative potential in not pinning down exactly who the receivers of the text actually are, because that then means that readers have to construct their own version of these figures. In this ad you could mean one particular person, anyone reading the ad or people in general. Finally, the conjunctions and, but, or are used to give the text grammatical cohesion.
All of the grammatical features evident in this text are significant to the meaning of the text. The reader must feel the advertiser is talking directly to them and also the ad must be desire stimulating. Something must lure the attention of the reader and encourage them to buy the product.
Intertextuality:
In this text there are particular intertextual references which contribute greatly to the meaning of the text. The sentence at he top of the page is an intertextual reference to the television programme “The Walton’s”:
Night John Boy… Night Elizabeth… Night Jim Bob… Night Mary Ellen…
Night Olivia… Goodnight Ben.
This has strong emotional associations which appeals to nostalgia and to our mind and memory. This company knows that some words and images have strong emotional links. Thus the advertiser has used the association technique to link the product with something already liked or desired by the intended audience. This means the advertiser must first know what the people need and want. Such associations can be used as both attention getters and desire stimulators. This television programme has positive connotations with large happy families. This public image of family life is highly idealized, happy, cooperative people with solvable problems. Thus, when people see or read about the idealized family in this advertisement they envy the illusion and desire the dream. Audience centred ads such as this try to associate the product with pleasant emotional feelings of happiness already liked by the intended audience. The idea of “The Waltons” appeals to those with the ideal of a large, happy family. This intertextual reference relates only to a certain audience and age group. Perhaps an age group of 25-40 can associate most strongly with this programme. Therefore the intended audience is decided by this interextual reference.
Conclusion:
I chose this ad as I thought it was visually and intellectually appealing to the spirit of nostalgia conjured up in the consumers mind by the notion of the much-desired happy family. Al of the language frameworks have been utilised cleverly to promote the ‘Fiat Multipla’. Most interestingly was the inclusion of many features of spoken language. This all contributes greatly to the interpretation of the text. All of the language frameworks have been used as attention getters, confidence builders, desire stimulators which lead to the ultimate goal of all ads- to sell the product.
