Advertising and Language: A Foray from ‘Thanda Matlab Coca- cola’ to ‘Bye, Bye Thandi’
Dec 04, 2014
Advertising and Language: A Foray
from‘Thanda Matlab
Coca-cola’ to‘Bye, Bye Thandi’
Jay MehtaTeaching Assistant
Department of EnglishBhavnagar University
Paper Presented at National Conference on Developing
Communcation Skills in New Millennium (DEVCOM)
Dated: Feb. 12-
13, 2011
Organized by: Swami Sahjanand College of Commerce and
Management
+ “Doing business without advertising is like winking at a girl in the dark; you know what you are doing, but nobody else does.”
- Stewart H Britt
Communication –A Process of Commonality
One of the most Indispensable Requirements A bond between the humans to convey a particular
set of feeling, idea or information Communication is a process which increases
commonality – but also requires elements of commonality for it to occur at all.
- Denis Mcquail ‘Sadharanikaran’ – Sanskrit term in Bharata’s
Natya Shastra comes closest to this sense
ADVERTISEMENT – A PUBLIC DECLARATION
+ Aimed at informing and convincing the mass to buy goods or services
+ Language has a powerful influence over people and their behavior
+ The choice of language – intention of influencing people is paramount
+ Visual content and design in advertising – immense impact on the consumer
+ Language helps people to identify a product and remember it
USE OF LANGUAGE IN ADVERTISING
+ Not necessarily a Correct or Authentic one+ Creative: Innovative Use of Words, Concoction
of Phrases, Coinage of Terms + ‘Creativity’ : Operative Word in the Arena of
Advertising+ Jingles, Visuals, Punch lines or Dialogues: Ad
world has it all
CONCOCTION OF WORDS
+ Incomesurance – Insurance Company+ Youngistan – Pepsi+ Go Babelicious – Scooty Pep Plus+ Dillogical – Lays+ Skinnocence – Lacto Calamine
TRAITS OF ADVERTISING LANGUAGE
+ Use of Second Person Pronouns: Suggests a Friendly Attitude
+ Simple and Colloquial Language+ Jingles and Signature Tunes+ Compound Words as Figures of Speech
Economy-size Chocolate-flavored Feather-light Razor –sharp Crystal-clear
APT VOCABULARY IN GUJARAT TOURISM ADS
Khushboo Gujarat ki starring Amitabh Bachhan
+ Kutchh: Stark and Austere Beauty, Breathe in the Zest for Life
+ Somnath Temple: Sense of Identity, Fregrance of Faith
+ Gir Forest: (Lions’) Magnificent Presence, Symbolizes Pride
+ Breathe in a bit of Gujarat.
PUNCHLINES
+ Thanda matlab Coca-cola+ Yeh Hai Youngistan ka Wow! – Pepsi + Iss ko Laga Dala to Life Jingalala –Tata Sky+ Utterly Buttery Delicious – Amul+ What an Idea, Sirji! – Idea+ Hum Chlor Mint Kyun Khate Hain?+ Taste the Thuder – Thums Up+ Zindagi ke Saath bhi, Zindagi ke Baad bhi – LIC
SOME POPULAR JINGLES
+ Close Up – Kya Aap Naya Close Up Karte Hain?+ Nerolac – Jab Ghar ki Raunak Badhani Ho+ Pan Parag – Pan Parag, Pan Masala+ Nirma – Washing Powder, Nirma+ Lifeboy –Tandurasti ki Raksha Karta Hai+ Amul –Zara si Hansi, Dulaar Zara sa+ Vicco Turmeric – Nahi Cosmetic, Vicco
Turmeric Ayurvedic Cream
AMUL BUTTER ADS
Mercedes Benz E Klasse Ad:A Beautiful Lady: “I’d like to order a burger, a French rice and a milk shake”Officer: (scornfully) “This is a library.”The Lady: (whispers) “I’d like to order a burger, a French rice and a milk shake” (smiles)The officer is startled.Punchline: Beauty is nothing without Brains
Camlin Permanent Markers AdPunchline: Really Permanent
Witty Use of Language in TV Commercials
THANK YOU.