Visual (the image) Headline (the title, we often call it “slogan”) Bodycopy (the text) Baseline (a summarizing phrase which closes the discourse opened by the headline) Pay-off (concluding phrase defining the company) Brand (logo) Name of the company
headline “a concept + an emotion, expressed in a non- casual fashion”
to write a headline well one must decide on the target group + interaction with the visual
Rhythm and tone Tone of voice can be expressed in many ways
Stories or not... - Vignettes (ex. 1 and 2 ) story - side-by-side cliff-hangers capsules - the sign
Rhetorical figures …...
...when an expression deviates from expectation... classical definition: an artful deviation from “normal” expression (but metaphors and other figurative expressions are used also in everyday speech)
Band-Aids ad “say hello to your child's new bodyguards”
when the speaker violates a convention, the receiver searches for a context that will render the violation intelligible
every figure represents a gap > the receiver is called to fill in the gap (Genette)
a rhetorical figure provides a means for making the familiar strange
Portami il girasole ch'io lo trapianti nel mio terreno bruciato dal salino, e mostri tutto il giorno agli azzurri specchianti del cielo l'ansietà del suo volto giallino. Cinque minuti solo cinque vedrai delle panatine ti innamorerai
deviation is termporally situated (rhetorical structure operates in a complex web of socio- cultural signs and meanings)
bad grammar or faulty diction do not consitute a figure but a failure of expression (but... Schweppervescence - Beato chi so o fa' il sofà) deviations in message content are not figure “ cereals are preferred by retired airplane mechanics” ?? (but More info on this ad here: )
deviation attracts attention
Taxonomy of rhetorical figures in adv
“ The flavour of a Quaver is never known to waver” “ Think small”(VW) “ Science you can touch” (skin care) “la morale è sempre quella fai merenda con girella” “The price you want. The quality you need” “Stops static before static stops you” “Don't ask what your country can do for you but what you can do for your country”
“Easy on eyes. Tough on tangles” (shampoo) “It's better than anything” (Haagan-Dazs) “Everyday vehicles that aren't” (Suzuki) “Don't you have something better to do?” (Hewlett Packard) “ The British have always driven on the wrong side of the road” (Kodak) “This picture was taken by someone who didn't bring a camera”
IBM: I think, therefore IBM. Allied Irish Bank: Britain's best business bank. Coleman footgear: Better choice, better joys. Always Coca-Cola. Burton Menswear: Everywear. Nike: Just do it Kenco Really Rich Coffee: Get Rich quick. Citibank: Because the Citi never sleeps.