1. Perché un corso sul linguaggio della pubblicità?
Perché avete scelto il corso di Laurea in Lingua e Comunicazione

2. Ma perché in inglese?
In che senso?
You answer to this one!!!

3. The English language and Advertising
Visual content and design in advertising have a very great impact on the consumer, but it is language, and the combination of language and images that help people to identify a product and remember it.

4. The English language and Advertising
The use of English in advertising all over the world generally makes a positive impact on the consumer.
ENGLISH IS AN ATTENTION GETTER
English is still the most frequently used linguistic means in advertising.
French attempt at fighting this primacy and hegemony (1994, Toubon law)
It is more easily understood and remembered by the world's audience, and its flexibility helps enormously those operating in advertising.

5. Advertisers test the limits of language use and interpretation
Advertisers link words to images and narratives
Advertisers are acutely aware of issues of context, and processes of interpretation
Advertising is deeply embedded in our culture, so it can reveal in sharp relief assumptions what we might otherwise take for granted

6. GOOD ADVERTISING IS GOOD FOR BUSINESS
Consumers consider advertising as a source of information and entertainment.
Advertisers must provide creative and effective ads.
Consumers believe that advertising is an integral part of everyday culture: not only entertaining and informative, but REAL!!!

7. WHAT IS ADVERTISING
Advertising is an example of language adapted to a well defined social purpose.
Persuading people to buy a certain product or service.

8. How does ad work?(a)

9. How does ad work (b)? Market research Product development Promotion
What product / what people (TARGET)
Product development
What new product/what new needs
Promotion

11. Drink “provokes the desire but takes away the performance” – William Shakespeare

12. Layout of print advertising
Headline/Hook
Subhead
Slogan
Visual
Caption
Body-text or copy
Copy copy copy
Signature
slogo/trademark

13. Definitions Headline/Hook: large-print words at the top of the page.
Subhead: optional addition to the headline
Copy or Body Copy: main text
Visual: illustration that makes a visual statement. 
Caption: copy attached to the visual
Trademark: distinctive word, phrase, logo, domain name, graphic symbol, slogan used to identify the product
Signature/bottom line/logo: The company's trademarked version of it's name.
Slogan: A memorable phrase
Slogo: phrase used by a company throughout all its advertising

14. visual
headline
caption
copy

15. Logo/trademark
Signature
Slogan/slogo

16. Headline
The headline "hooks" the reader into reading more. Therefore, it should
attract attention
characterize the product-specific benefit.
It makes the consumer associate the product with an idea (i.e., a particular function, design or taste).
It has to be eye-catching and designed with:
short sentences
scripts with bold and coloured letters.
puns and/or any other linguistic deviances

17. Subhead(s)
Subheads:
break down the ad copy into easily digestible segments.
capture the attention of those who quickly scan the copy to see if they're interested.

18. Body copy
It has the task of raising confidence in the advertised product which is here introduced.
Therefore, its language has to be precise, factual and explanatory as it:
shows or demonstrates the benefits of the product
makes claims and proves those claims with facts and figures
uses testimonials and success stories
reports recently researches about the product
compares its product
presents what makes that particular product or service unique (USP, Unique Selling Proposition)
states the offer in no unspecific terms