English in advertising

Topics: Conceptual metaphor, Metaphor, Image schema Pages: 19 (3565 words) Published: April 30, 2015



Análisis lingüístico y cultural de la publicidad impresa en lengua inglesa

Profesora: Mª Enriqueta Cortés de los Ríos
Alumna: Francisca Martín Acuña



1. Brief information about Colgate
2. Part one: Multimodal analysis
-Analysis 1

-Analysis 2

- Analysis 3

3. Part two: Cognitive Semantics
- Analysis 1

- Analysis 2

- Analysis 3

- Analysis 4

- Analysis 5


 Introduction 
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas or services. Advertising reaches people through varied types of mass communication. In everyday life, people come into contact with many different kinds of advertising. Printed ads are found in newspapers and magazines. Poster ads are laced in buses, undergrounds and trains. Advertising is a multibillion dollar industry and in many businesses sales volume depends on the amount of advertising done. In order to make my analysis, I have chosen Colgate toothpaste advertisements. They are part of different marketing campaigns that have appeared in the last years all around the world. The corpus that I have selected is made up by two clear groups: ads which include a text and image, and ads which only include image. To analyze them, I will follow a multimodal approach for the first group and the perspective of cognitive semantics for the second group.

1. Brief information about Colgate.
Colgate is a brand of dental hygiene products manufactured by Colgate-Palmolive, an American corporation which produces numerous household, health care and personal products. The Colgate brand carries toothpastes, mouthwashes, whitening kits, and other dental hygiene products. The creation of the toothpaste goes back to 1873 and at the beginning it was sold as an aromatic cream in jars. The increasing success of the product led to greater production and new innovations in packaging, and also increased advertising and marketing, both nationally and internationally. Colgate has long been the undisputed champion in the global market, the n.1 toothpaste brand worldwide with market leadership in more than 170 countries and global sales of around $2billion. The US remained its weak spot, the only significant market where it was forced to put up the n.2 place (Crest is the leader of the sector). Colgate has advertised its products through numerous advertising campaigns targeting children as well as adults. An advertising company for Colgate toothpaste from the 1940s used the slogan “It cleans your breath while it cleans you teeth”. From the 1960s onwards, the slogan was “The Colgate ring of confidence”. Moreover, Colgate also has a toothpaste and toothbrush mascot for children entertainment, “Doctor Rabbit”, which has been used in three tapes that teach about dental health and advertise toothpaste.

2. Part one: Multimodal analysis
The use of language and images cannot be excluded from factors that cause the success or failure of any advertisement. Advertisers exploit language and visual images to attain their objectives. There is certain liberty to breach the rules of grammar plus using unfamiliar visuals in order to catch the attention of the viewer. This often causes interpretation difficulties and because of that, the advertisers need to ensure that the choice of the visual images must be easily comprehended by the viewer of the advertisement.

Analysis 1
Concerning the verbal message we can distinguish:
1. The headline: “This child could grow up never knowing a cavity in her lifetime” It appears on the top, printed in bold type in order to attract the reader’s attention and interest. 2. The body copy: “And Colgate can help her to it. Only Colgate contains two mineral-building fluorides. Together they provide better Colgate cavity protection than even...

References: Images taken from:
- http://www.coloribus.com/
- http://adsoftheworld.com/
- http://deoworks.com/
- http://www.thenewspaperworks.com.au
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