Copywriting life hacks: conceptual structure of electronic gadget advertisements in English
In the consumerist society of the 21st century, advertisement has become an inalienable part of human life. To create it, copywriters apply various strategies, techniques in order to influence the mind of people urging them to buy the item they promote.
| Рубрика | Социология и обществознание |
| Вид | статья |
| Язык | английский |
| Дата добавления | 11.02.2024 |
| Размер файла | 2,1 M |
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(91) The Winning Species (PC Pro, November 2014, p. 99).
Conclusions
The frequency and regularity of exposed patterns and numbers serve as a benchmark for determining the most efficient advertising strategies that can be further used as guidelines by copywriters who aim to successfully promote electronic devices.
Thus, the ideal advertising message shouldn't be overloaded with participants but focus on the advertised PRODUCT (56% of all analyzed texts). If the presence of several roles is found expedient, it is better to include the appeal to the CONSUMER and information about MANUFACTURER as well (22% of texts).
When describing PRODUCT, stressing its three key parameters in one text is most efficient. 23 such features were mentioned in the analyzed texts (see Table 1).
Table 1
|
Characteristics |
Number of usages |
||
|
Absolute |
Percentage |
||
|
Constituent parts |
103 |
16.6 |
|
|
Action (agent) |
77 |
12.4 |
|
|
Content |
46 |
7.4 |
|
|
Performance/power |
40 |
6.4 |
|
|
Size |
34 |
5.5 |
|
|
Novelty |
33 |
5.3 |
|
|
Price/affordability |
33 |
5.3 |
|
|
Likeness |
32 |
5.2 |
|
|
Weight |
30 |
4.8 |
|
|
Action (patient) |
29 |
4.7 |
|
|
Classification |
28 |
4.5 |
|
|
User-friendliness |
26 |
4.2 |
|
|
Attractive appearance |
24 |
3.9 |
|
|
User's emotions |
15 |
2.4 |
|
|
High quality |
12 |
1.9 |
|
|
Color |
12 |
1.9 |
|
|
Time of existence |
11 |
1.8 |
|
|
General evaluation |
10 |
1.6 |
|
|
Uniqueness/exclusiveness |
9 |
1.4 |
|
|
Location |
9 |
1.4 |
|
|
Identity |
6 |
0.9 |
|
|
material |
2 |
0.3 |
|
|
Similarity |
1 |
0.2 |
|
|
Total |
622 |
100 |
Their frequency of usage allows for deriving a formula of a perfect text that would advertise an electronic device. To provoke the interest of potential customers, such a text should describe a state-of-the- art and user-friendly but affordable gadget of minimal size and weight that is powerful enough to seamlessly perform the expected functions (mostly, taking pictures or videos). The text should also inform about the components the device has (such as a display, camera, or keyboard) and underscore its useful “content” - apps or operating systems it supports.
If an advertisement text mentions CONSUMER, it should give at least two characteristics of his/hers. These should be selected out of the list of 11 parameters detected in the analyzed texts (see Table 2).
Table 2
|
Characteristics |
Number of usages |
||
|
Absolute |
Percentage |
||
|
Action (agent) |
149 |
72.3 |
|
|
Ownership |
13 |
6.3 |
|
|
Action (causer) |
12 |
5.8 |
|
|
Action (beneficiary) |
8 |
3.9 |
|
|
Fashionability |
6 |
2.9 |
|
|
Likeness |
6 |
2.9 |
|
|
Time of existence |
5 |
2.4 |
|
|
Action (patient) |
4 |
2.0 |
|
|
Mode of existence |
1 |
0.5 |
|
|
Identity |
1 |
0.5 |
|
|
Similarity |
1 |
0.5 |
|
|
Total |
206 |
100 |
Judging from the frequency of the features, an ideal advertisement must urge CONSUMER to perform some action that presupposes interaction with the gadget that (s)he is going to obtain.
When MANUFACTURER appears in the advertisement, it is typically supplied with one chief characteristic out of the following roster (Table 3).
Table 3
|
Characteristics |
Number of usages |
||
|
Absolute |
Percentage |
||
|
Action (agent) |
48 |
64.9 |
|
|
Time of existence |
5 |
6.7 |
|
|
Action (patient) |
4 |
5.4 |
|
|
Location |
4 |
5.4 |
|
|
Similarity |
3 |
4.1 |
|
|
Classification |
3 |
4.1 |
|
|
Likeness |
2 |
2.7 |
|
|
Identity |
2 |
2.7 |
|
|
Ownership |
2 |
2.7 |
|
|
Reliability |
1 |
1.3 |
|
|
Total |
74 |
100 |
The displayed numbers show the necessity to mention active actions of MANUFACTURER related to PRODUCT. Such actions are typically producing the device or recommending certain software to make the most of it.
To make the advertising message more expressive, copywriters can resort to metaphors. The most efficient ones liken the electronic device to a person, imparting it with inherently human features and actions and thus turning it into a valuable companion for the user in his/ her working activities or leisure-time entertainments.
The prospects for further research pertaining to written advertisements lie in analyzing similar texts promoting other groups of products (for instance, vehicles) and comparing their conceptual structure with the ones examined in this article.
REFERENCES
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СПИСОК ЛІТЕРАТУРИ
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14. Arens, W. F., Bove, C. (1992). Contemporary advertising. London: McGraw-Hill Education.
15. Carter, H. (1986). Effective Advertising: The Daily Telegraph Guide for the Small Business. London: Kogan Page.
16. Emodi, Livina N. (2011). A semantic analysis of the language of advertising. An International Multidisciplinary Journal, Ethiopia, Vol. 5 (4), Serial No. 21, 316-326.
17. Fillmore, C. (1968). The Case for Case. In: Bach and Harms (Ed.): Universals in Linguistic Theory. (pp. 1-25). New York: Holt, Rinehart, and Winston.
18. Garret, J. (2007). Aristotle on Metaphor. Retrieved from http://people.wku.edu/jan.garrett/401s07/arismeta.htm
19. Goddard, A. (2002). The Language of Advertising: Written Texts. London and New York: Routledge.
20. Johnson, F. L. (2012). Imaging in Advertising: Verbal and Visual Codes of Commerce. Oxford: Routledge.
21. Lakoff G., Johnson M. (1980). Metaphors we live by. Chicago: Chicago University Press.
22. Lizhu, Ni (2017). Research on the Linguistic Features of English Advertisements. Proceedings of International Conference on Innovations in Economic Management and Social Science, 29, 1234-1238.
23. Mamirova, D. Sh. (2020). Basic features of advertising language. Novateur Publications Journal, 6 (10), 325-330.
24. Moriarty, S., Mitchell, N. D., Wells, W. D. (2014). Advertising and IMC: Principles and Practice. Melbourne Australia: Pearson.
25. Olenyuk, O. (2016). How Advertising Shapes Our Minds: Pragmatic and Cognitive Perspective. Journal of Languages for Specific Purposes, 3, 41-50.
26. Sanjay .S, Dr. Z. Justin (2020). An overview of importance of English language in advertisement. International Journal of Advanced Science and Technology, 29(5), 7642-7644.
27. Zhabotynska, S. (2020). The active learner's construction-combinatory thesaurues: user-driven principles of compiling (a cognitive linguistic approach). Cognition, communication, discourse, 21, 93-107.
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