The language of televisional advertisement

1. The language of televisional advertisement Migli Lisa 5^A

2. How does it work? Linguisticaldevices they appeal tosenses (sight, hearing etc.): - assonances - rhymes - repetitions - peculiar word order - metaphorical or metonymicallanguage AIM : tostick the messageinto the watcher’s (or listener’s) mind in orderto sell the mostnumberofgoods.

3. A practical demonstration: Rowenta’s Hairdryer

4. The televisionaladvertisement Itshows a wonderful and technological hairdryer: • Powerful • Beautiful • Innovative • Handy • Silent

5. The metaphorical message THE METAPHOR OF THE FAWN A woman is making use of Rowenta’s hairdryer  not even a fawn gets scared by its noise: • Idea of something like “silent as a fawn”; • Technological product  it respects the environment ; • It stimulates the unconscious  if you buy it, you will contribute to an healthy world.

6. Let’s consider the brand’s message … Rowenta, INTELLIGENT BEAUTY  the woman in the advertisement has got shimmering and soft hair: if you buy the hairdryer, you will be contemporary smart and beautiful.

7. … and the brand’s motto Rowenta, per chi non si accontenta. • The rhyme Rowenta – accontenta sticks the brand into the listener’s mind. • Moreover , it makes the listener feel good  the expression per chi non si accontenta suggests the idea of a clever and responsible consumer.

8. What’s the function of Rowenta’s advertisement? • It suggests the idea of a very technological and smart product (for example it can automatically define the temperature); • It appeals to senses and to the unconscious sphere  “It is worth its weight in gold”; Final message: buy it and you will buy a responsible and clever lifestyle!