persuasive strategies in advertising discourse

101 Pages·2010·0.84 MB·English

MASARYKOVA UNIVERZITA
Filozofická fakulta

Katedra anglistiky a amerikanistiky

Mgr. Jana Pelclová

PERSUASIVE STRATEGIES IN ADVERTISING
DISCOURSE
A LEXICO-GRAMMATICAL AND SOCIO-PRAGMATIC
ANALYSIS

Přílohy k disertační práci
1 Introduction ............................................................................................................................. 4
1.1 TV Programs .................................................................................................................... 5
2 Beverages Field ....................................................................................................................... 7
2.1 Beer Subfield .................................................................................................................... 7
2.1.1 Amstel Light .............................................................................................................. 7
2.1.2 Budweiser I ............................................................................................................... 8
2.1.3 Budweiser II .............................................................................................................. 9
2.1.4 Coors Light I ........................................................................................................... 10
2.1.5 Coors Light II .......................................................................................................... 10
2.1.6 Corona ..................................................................................................................... 12
2.1.7 Heineken .................................................................................................................. 12
2.1.8 Killian’s Irish Red ................................................................................................... 13
2.1.9 Labatt Blue .............................................................................................................. 14
2.1.10 Rolling Rock ......................................................................................................... 15
2.2 Soft Drinks Subfield ....................................................................................................... 16
2.2.1 Aquafina .................................................................................................................. 16
2.2.2 dnL .......................................................................................................................... 17
2.2.3 Ensure ...................................................................................................................... 18
2.2.4 Florida’s Natural Premium Orange Juice ................................................................ 19
2.2.5 Nestlé Nesquik ........................................................................................................ 20
2.2.6 Pepsi Vanilla ........................................................................................................... 21
2.2.7 Starbucks DoubleShot Espresso Drink ................................................................... 22
2.2.8 Sierra Mist ............................................................................................................... 23
2.2.9 Simply Orange ......................................................................................................... 24
2.2.10 V8 .......................................................................................................................... 25
3 Food Products Field .............................................................................................................. 26
3.1 Fast Food Subfield ......................................................................................................... 26
3.1.1 Applebees’ All you Can Eat Rib Tips ..................................................................... 26
3.1.2 Arby’s French Dip ................................................................................................... 27
3.1.3 Arby’s New Five-Star Club ..................................................................................... 28
3.1.4 Friendly’s ................................................................................................................ 30
3.1.5 Friday’s .................................................................................................................... 31
3.1.6 Olive Garden ........................................................................................................... 33
3.1.7 Subway .................................................................................................................... 34
3.1.8 Taco Bell ................................................................................................................. 35
3.1.9 Wendy’s I ................................................................................................................ 37
3.1.10 Wendy’s II ............................................................................................................. 38
3.2 Pre-Packaged Food Subfield .......................................................................................... 40
3.2.1 Asian Sensation ....................................................................................................... 40
3.2.2 Bertolli Frozen Dinners ........................................................................................... 41
3.2.3 Bush’s Homestyle Chili .......................................................................................... 42
3.2.4 Campbell’s Microwaveable Soup ........................................................................... 43
3.2.5 Chef Boyardee ......................................................................................................... 44
3.2.6 Fun Fuel ................................................................................................................... 45
3.2.7 Jimmy Dean Sandwiches ........................................................................................ 46
3.2.8 Jimmy Dean Skillets I ............................................................................................. 47
3.2.9 Jimmy Dean Skillets II ............................................................................................ 49
3.2.10 Prego Hearty Meat ................................................................................................ 50
4 Cosmetic Products Field ........................................................................................................ 51
4.1 Question-Start Subfield .................................................................................................. 51
2
4.1.1 Aveeno Positively Radiant Moisturizer .................................................................. 51
4.1.2 Clairol Natural Instinct ............................................................................................ 52
4.1.3 L’Oréal Couleur Experte ......................................................................................... 53
4.1.4 L’Oréal Infallible Never Fail Makeup .................................................................... 54
4.1.5 L’Oréal Vive ........................................................................................................... 56
4.1.6 Neutrogena Anti-Wrinkle, Anti-Blemish Cleanser ................................................. 57
4.1.7 Pantene Expressions ................................................................................................ 58
4.1.8 Tresemme Heat Tamer ............................................................................................ 59
4.1.9 Veet Hair Removal Mousse .................................................................................... 60
4.1.10 VO5 ....................................................................................................................... 61
4.2 Non-Question-Start Subfield .......................................................................................... 62
4.2.1 Almay Nearly Naked ............................................................................................... 62
4.2.2 Clearasil Ultra ......................................................................................................... 63
4.2.3 Dove Essential Nutrients Day Cream ...................................................................... 64
4.2.4 L’Oréal Endless Kissable Shine Wear .................................................................... 65
4.2.5 L’Oréal Revitalift .................................................................................................... 66
4.2.6 Maybelline Dream Matte Mousse Foundation ........................................................ 67
4.2.7 Maybelline Sky High Curves Mascara .................................................................... 68
4.2.8 Olay Daily Facials ................................................................................................... 70
4.2.9 Olay Regenerist ....................................................................................................... 71
4.2.10 Revlon Moisturous Lipcolor ................................................................................. 72
5 Medical Products Field .......................................................................................................... 74
5.1 Confession Subfield ....................................................................................................... 74
5.1.1 Actonel .................................................................................................................... 74
5.1.2 Avlimil .................................................................................................................... 76
5.1.3 Icy Hot Back Patch .................................................................................................. 77
5.1.4 Neosporin ................................................................................................................ 79
5.1.5 Orajel Maximum Strength Toothache Pain Relief Gel ........................................... 80
5.1.6 Osteo Bi-Flex .......................................................................................................... 81
5.1.7 Prevacid I ................................................................................................................. 82
5.1.8 Prevacid II ............................................................................................................... 84
5.1.9 Slimquick ................................................................................................................ 86
5.1.10 800Jenny20 ............................................................................................................ 87
5.2 Non-Confession Subfield ............................................................................................... 89
5.2.1 Advil ........................................................................................................................ 89
5.2.2 Aleve ....................................................................................................................... 90
5.2.3 DayQuil, NyQuil ..................................................................................................... 91
5.2.4 Ester C ..................................................................................................................... 92
5.2.5 Maalox Max ............................................................................................................ 93
5.2.6 Neosporin Lip Treatment ........................................................................................ 95
5.2.7 NyQuil ..................................................................................................................... 96
5.2.8 Pepto Bismol ........................................................................................................... 97
5.2.9 Phillips ..................................................................................................................... 98
5.2.10 Vagisil ................................................................................................................... 99
6 Reference List ..................................................................................................................... 101

3
1 Introduction
The Appendix offers the individual commercials (especially their verbal and pictorial
codes), their environmental contexts, plus the analysis of the lexico-grammatical features and
of the speech acts used. The Appendix operates with the following data:
• Source – includes the TV network, the date of recording in MM/DD/YY format, and
the TV program during which the analyzed commercial was broadcast.
• Length – provides the information about how many seconds the analyzed commercial
lasts.
• Narrative Structure – provides the information about which of six Čmejrková’s
(1993: 187-188; Čmejrková’s translation) narrative structures or their combination the
analyzed commercial uses. The narrative structures are as follows:
1. Product Demonstration – a simple introduction of the product and its usage;
2. Presenter – presentation of the product and the results of its usage;
3. Testimonial –the product is tested in extreme conditions;
4. Slice of Life – the secondary participant shares his or her experience;
5. Lifestyle – the product is presented as a social need that is meant to change
one’s social status;
6. Phantasy – fictitious creatures, unreal worlds or animated characters are used.
• Contextual Situation – informs about which familiar context the secondary
advertising situation employs. Moreover, the secondary advertising situation,
especially the pictorial code, is described, with the references to the three language
entities.
• Lexico-Grammatical Analysis – offers the analysis of the lexical and grammatical
features (see 7.1) found in the three language entities. The analyzed features and their
distinction are as follows:
1. informal expressions -
2. formal expressions,
3. terms,
4. deictic expressions,
5. discourse markers (also includes speech act formulas such as thanks, please,
etc.);
6. interjections,
7. hesitators,
8. response forms,
9. ellipsis,
10. vernacular language,
11. non-finite clauses,
12. verbless clauses,
13. active constructions,
14. passive constructions.
• Speech Acts Analysis – analyzes the speech acts (see 6.2.6) used in the three
language entities. The speech act is demarcated by the slashes / /. The abbreviations
used are as follows:
1. Assertive = assert
2. Directives = direct
3. Commissives = commis
4. Expressives = expr
5. Declarations = declar.
4
The descriptions and the analyses of the individual commercials are provided according to
the fields and subfields the commercials belong to. Within the individual subfields, the
commercials are listed alphabetically.
Even though the TV networks are introduced in 2.2, it misses the description of the TV
programs during or between which the commercials were broadcast. Therefore, the following
subchapter offers more detailed look at the individual programs.

1.1 TV Programs

The commercials recorded from The Weather Channel were broadcast during its PM
Edition, one on July 22, 2003, the other on October 11, 2005. PM Edition informs about the
current weather condition for both the whole United States and the individual regions.
The commercials that were recorded from VH1, the popular music network, appeared
during or between Ultimate Album and Behind the Music (August, 2, 2003); Jump Start
and Caught on Tape (October 14, 2005); and I love the Holidays and All Access (November
20, 2005).
The series Ultimate Album analyzes the success of important records, focusing on the
details of the recording, launching and touring. The recorded episode introduced the album
Kiss Alive, made by the popular group of the 1970s-80s.
Behind the music is a non-fiction series that presents “the personal lives of pop music’s
greatest and most influential artists, tracing their struggles, setbacks and successes”
(http://www.vh1.com/shows/dyn/behind_the_music/series_about.jhtml). The recorded
episode looks into the personal lives of the members of the popular band called Aerosmith,
using a number of their home archive videos.
The morning edition of the block of video clips Jump Start broadcast the latest music
videos of those pop groups that were top ten at that time.
Like similar series on VH1, Caught on Tape focuses on famous celebrities. However,
this series reveals the dark moments of being a celebrity. It depicts famous people becoming
aggressive when paparazzi go too far and do not respect their privacy. Besides presenting the
violation towards the sensation-seeking photographers, the series also portray embarrassing or
shocking moments of one’s private life.
The series I love the Holidays presents famous people who describe how they celebrate
various holidays and what they think about them. In the recorded episode, people from show
business provide their commentary on the upcoming Thanksgiving Day.
The last series that was recorded is called All Access. It brings look into the backstage of
popular stars. The episode during which the analyzed commercials appeared focused on the
celebrities such as Tom Cruise, Kevin Costner, and others and the way they date, propose,
marry and party.
The commercials recorded from Cartoon Network appeared during the series called
Codename: Kids Next Door and Dexter’s Laboratory. The former cartoon tells
adventurous stories of a group of five children that has one important mission: “to free all the
children from the tyrannical rule of adults”
(http://www.cartoonnetwork.com/tv_shows/knd/index.html). The latter presents a young
scientist who has a secret laboratory in his parents’ house where he experiments a lot.
However, his sister often messes his experiments.
The recording from Discovery Channel took place when the popular series Perfect
Partner and Home Matters were on the broadcasting list. In Perfect Partner, female
participants seek for an ideal male partner for their female relatives. In Home matters,
ordinary people offer useful ideas for house and home improvement.
5
The commercials from FX were broadcast during the popular series M.A.S.H. that
depicts a surgery team of doctors and medical staff in the Korean War, and during the show
When Animals Attack!, a type of “shockumentaries”
(http://en.wikipedia.org/wiki/When_Animals_Attack!), which presents videos in which
people are attacked by wild animals as well as by pets.
The commercials from ESPN were broadcast during live college football match between
the USF Bulls and the Alabama Crimson Tide. Similarly, the commercials from the other
sport channel NESN were broadcast during the live ice-hockey match Boston Bruins vs. New
York Rangers.
The network E! broadcast three popular series when the commercials were recorded. The
series Sexy Angel – Cameron Diaz introduced a popular diva not only as an outstanding
actress in a movie Charlie’s Angels but also as a woman engaged in charity. The series True
Hollywood Story aims at famous celebrities and their private and public lives. In the recorded
episode, a famous pop singer Britney Spears, her relatives and fiancé were introduced. The
last series was Filthy Rich Cattle Drive. It is a reality show in which children of famous
celebrities participate. The episode took place in a cattle ranch in Montana where the
participants had to deal with everyday problems of Montana farmers, including taking care of
the cattle and surviving in the wilds.

6
2 Beverages Field
The field includes two subfields – the Beer Subfield and the Soft Drinks Subfield.
2.1 Beer Subfield
This subfield contains commercials mainly targeted at male consumers. The
commercials promote both domestic as well as imported beer marks.
2.1.1 Amstel Light

Source: ESPN, 08/30/03, college football match between the USF Bulls and the Alabama
Crimson Tide

Length: 15 seconds

Narrative Structure: Lifestyle

Contextual Situation: Being Alone At Party
A young man stands alone, holds a bottle of Amstel Light and looks around. Suddenly,
his eyes catch a look of a young attractive lady dressed in red who also holds a bottle of beer.
She is evidently alone at the party. When their eyes meet, they smile at each other. As her
smile spreads up, she reveals that one of her front teeth is missing. After noticing this
drawback, the young gentleman just swallows in vain and turns back. The male voice-over
enters. The last scene illustrates the bottle of Amstel Light. The scene also provides the slogan
and the web page.

Lexico-Grammatical Analysis:
Male voice-over: It’s never pretty when something’s missing. Like flavor from your light beer.
Amstel Light. The beer drinker’s light beer.

Super:
The beer drinker’s light beer.
www.amstellight.com

Speech Acts Analysis:
Male voice-over: / It’s never pretty / expr / when something’s missing / assert / Like flavor
from your light beer / assert / Amstel Light / assert / The beer drinker’s light beer / assert
Super:
/ The beer drinker’s light beer / assert
/ www.amstellight.com / assert

7
2.1.2 Budweiser I

Source: VH1, 08/02/03, Ultimate Album – Kiss Alive

Length: 30 seconds

Narrative Structure: Lifestyle
Contextual Situation: First Kiss At the First Date
A young man and a young woman are on a lit street. There is nobody else, just the two
of them, and a car parked in front of the house she lives in. Their first date is just about to end.
The situation demonstartes the nervousness among them caused by the lack of bravery to do
what is expected to be done – the first kiss at the end of the first date. Both of them are aware
of the expectation, so they try to diminish the tension by referring to the rendezvous and the
time. It is the woman who initiates these two topics of their tense conversation; the man just
follows her up affirmatively. In the end, it is her who breaks the ice and turns to the kiss.
Surprisingly enough, she kisses him wildly by laying him on the bonnet of the car. He is so
astonished that he keeps his eyes open, looking desperately around and not knowing what to
do. After that, she says good bye and turns around. At his moment, the situation is interrupted
by the pictures with the supers and details of beer being poured into a glass. The last scene
goes back to the street where the young man is still on the car, wondering whether she would
call him.

Lexico-Grammatical Analysis:
Woman: Well, I had a really nice time tonight.
Man: Me too.
[smiling nervously]
Woman: I guess it’s getting late.
Man: Yeah, it’s gettin’ late, it’s getting…so dark.
[kissing]
Woman: See ya.
Man: Call me?
Super:
THINK FRESH.
DRINK FRESH.
Budweiser

Speech Acts Analysis:
Woman: / Well/ expr /I had a really nice time tonight /expr
Man: / Me too / expr
Woman: / I guess it’s getting late / expr
Man: / Yeah / expr /it’s gettin’ late/ expr /it’s getting…so dark / expr
Woman: / See ya / direct
Man: / Call me / direct

Super:
/ THINK FRESH / direct
/ DRINK FRESH / direct
/ Budweiser / assert

8
2.1.3 Budweiser II

Source: ESPN, 08/30/03, college football match between the USF Bulls and the Alabama
Crimson Tide

Length: 30 seconds

Narrative Structure: Lifestyle / Slice of Life

Contextual Situation: Wedding Toast
The best man, who holds a bottle of Budweiser, gives a speech at a wedding
receptionist. The camera switches between the pictures of the best man, of the new married
couple and of the bride’s parents. As the best man reveals the facts about their new son-in-law,
the smiles of the parents’ and the bride’s freeze up. The scene is interrupted for a moment by
the picture with the super and Budweiser logo on the black background, and then the picture
of a rather desperate best man finishes the commercial.

Lexico-Grammatical Analysis:
Best Man: When I look at Steve and Jenny, I just think – wow. What did Jenny have that all
the others didn’t. ‘Cause Steve’s had a lot of women. We’ve been all over the world. You
know, Europe, Asia, Africa, you name it, Steve’s been there. One word buddy, ‘Amsterdam’,
huh?! This guy knows what I’m talking about. What can I say, the guy’s been around, you
know, the block…couple hundred times.

Super:
Budweiser
TRUE.

Speech Acts Analysis:
Best Man: / When I look at Steve and Jenny / assert / I just think / expr / wow / expr / What
did Jenny have / expr / that all the others didn’t / expr / ‘Cause Steve’s had a lot of women /
expr / We’ve been all over the world / assert / You know / expr / Europe, Asia, Africa / assert
/ you name it / expr / Steve’s been there / assert / One word buddy / expr / Amsterdam / expr /
huh / expr / This guy knows / expr / what I’m talking about / assert / What can I say / expr /
the guy’s been around / assert/ you know / expr / the block / assert/ couple hundred times /
assert

Super:
/ Budweiser / assert
/ TRUE / assert

9
2.1.4 Coors Light I

Source: ESPN, 08/30/03, college football match between the USF Bulls and the Alabama
Crimson Tide

Length: 15 seconds

Narrative Structure: Product Demonstration

Contextual Situation: Quick Slide Show of Pictures of Snow-Topped Mountains
The pictures of the snow-topped mountain peaks of the Rocky Mountains alternate
with the pictures of frosted beer cans and the supers that evaluate the pictures. The
commercial finishes with the company logo and the slogan.

Lexico-Grammatical Analysis:
Super:
COLD IS GOOD
ROCKY MOUNTAIN COLD IS BETTER
HERE’S TO THE ROCKIES
Coors LIGHT
COLD-DOWN-EASY
ROCK ON

Speech Acts Analysis:
Super:
/ COLD IS GOOD / assert
/ ROCKY MOUNTAIN COLD IS BETTER / assert
/ HERE’S TO THE ROCKIES / direct
/ Coors LIGHT / assert
/ COLD-DOWN-EASY / assert
/ ROCK ON / direct

2.1.5 Coors Light II

Source: ESPN, 08/30/03 college football match between the USF Bulls and the Alabama
Crimson Tide

Length: 15 seconds

Narrative Structure: Slice of Life

Contextual Situation: Sharing Life Experiences
There are 8 young men that speak directly to the camera about their life experiences.
No matter how crazy it might sound, they speak proudly. Each speaker holds a bottle or a can
of Coors Light beer and is at a party, either outside or inside, or at a club or a restaurant. The
background is muted, we can hear just the men talking, and the music. All together they
mention 7 experiences in 14 turns. The interesting point about this commercial is that one
speaker starts an utterance and the other finishes it, so, in fact, one utterance is divided
10