1. The language of televisional advertisement
Migli Lisa ^A

2. How does it work?
Linguistical devices  they appeal to senses (sight, hearing etc.): - assonances - rhymes - repetitions - peculiar word order - metaphorical or metonymical language
AIM : to stick the message into the watcher’s (or listener’s) mind in order to sell the most number of goods.

3. A practical demonstration:
Rowenta’s Hairdryer

4. The televisional advertisement
It shows 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!