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...ling image: the use of real scenes of life, shocking images, colours…; - audio effects: the use of music vs silence; - particular typographical features and layout. 4. Language skills: · Paralanguage - language vs paralanguage; - Saussure theory useful in advertising studies = SEMIOLOGY; - an “umbrella” term for those aspects of communication that surround and support our verbal language; - e.g. NSPCC ad in the following pages. · Metaphors - a non-literal level of meaning where one thing is represented as another; - ex: Esso campaign ”Put a tiger in your tank” tiger = strength = Esso petrol. · Puns - a use of words that have more than one meaning, or words that have the same sound but different meanings, so that what you say has two different meanings, that is why people laugh; - is an “attention-grabbing” device and whitout it an audience might pay no attention to an ads; - ex: advertisement for London Transport appeared in London tube station “Less bread no jam”; · Prosody - aspect of spoken language such as intonation and stress which are part of the overall “melody” of a language; - e.g. SHE magazine ads. · Denotation vs connotation - reference or logical content; - association with a word that it may have sense for a whole speech of community. · Intertextuality - the way in which one text echoes or refers to another one; it establishes a message that the second text can then use and elaborate on; - different levels of language, from phonological and lexical references in titles and slogans to visual aspect such as layouts and images; - “to be in Florida in winter, or not be in Florida in winter” = Key speech in Shakespeare’ Hamlet. · Stereotyping - attributing a range of fixed characteristic to individuals on the basis of their group membership; - a strategy that can filters all the information around us in a very fast way; - social variation of language: age, gender, social class, ethnicity and region. · Repetition - to repeat more times the same expression, both in grammatical or lexical use; - the variation of structure is connected with stylistic elegance; - is very often in spoken language, in order to get more power to a concept; - “Get your hair under that net. And don’t ever let me catch you walking round like that again.” · Slogans - A phrase d...