Identifying Figurative Language in Advertising Slogans, Lecture notes of Technical English

Download Identifying Figurative Language in Advertising Slogans and more Lecture notes Technical English in PDF only on Docsity! Abraha   1   Meley Abraha WRI-010 Professor Cindy Chavez 23 October 2012 Style and presentation in arguments 1. In the following advertising slogans, identify the type of figurative language used. “Good to the last drop”(Maxwell House Coffee) -­‐ This slogan is composed of variety of figurative languages; the most obvious one being hyperbole because most coffee drinks tend to be “good until the last drop.” Therefore emphasizing on Maxwell’s coffee being different from other coffees is slightly exaggerated. If a slogan is a hyperbole it tends to overstatement or extends the truth that is already known by the audience already knows. Most people love coffee and they are aware that it is good but stating that it is good to the last drop is slightly exaggerating. “ It’s the real thing” (Coca-Cola) -- Coca-Cola is indeed the real thing because most enjoy this refreshment “ to the last drop.” Coca-Cola is associated with “ opening happiness” therefore the purpose of slogan might be that the real thing is equivalent to happiness. It could also lean more toward the metaphoric side if and only if it means being happy. However if one interprets this as being genuine, it wouldn’t be a metaphor, one would simply ask the question genuine what? From past experience I have seen Coca-Cola’s association with “opening happiness” therefore is would make more sense if the figurative language is metaphor. “Melts in you mouth, not in your hands.”(M&M’s) Abraha   2   --This slogan could be an example of inverted word order. It could possibly relate to other figurative languages but the most prominent is the sentence order, which can affect the mood of the slogan. Therefore inverting the word order in the sentence can make arguments more memorable because they don’t follow the ordinary subject-verb-object order. “Be all you can be” (U.S. Army) -The slogan used by U.S. Army is always encouraging people to do the things they considered impossible. By using this slogan the army is trying to ensure that one could be anything more specifically referring to occupation and still be that strong proud American serving their country. The recruiting Ad challenges people to try something they haven’t done before; in a way challenging their potential. The figurative language closely associated with this slogan could therefore be an understatement. It is holding a quiet, muted message to make point effective. “Breakfast of champions.” (Wheaties) --Wheaties cereal intends to make their customers feel like “champions” after consuming their products. They usually tend to put professionals on the cereal box for exaggerating purposes. Therefore I believe the figurative language associated with this slogan is hyperbole. The slogan deliberately used exaggeration for emphasis, and illustration purposes. “Double your pleasure; double your fun.” (Double mint gum) --This slogan is implying that everything is better when doubled or done several times. The slogan was intended for Wrigley’s double mint gum, and I believe it somewhat exaggerates the brand, meaning its just a gum but is represented as having control over one’s happiness. “Got milk?”(America’s Milk Processors)