Language and Advertising: Week 9 By: Julia, Iman, Stephanie, and Jamie

Agenda! ‘Demand a Plan’ Campaign Videos Julia

Reason Advertising Iman

Direct Address Stephanie

Parallelism Jamie

Repetition Advertisements Quiz Q&A Period

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Demand a Plan Campaign Created in 2012 following the

Sandy Hook School shooting Encourages American citizens to

work to make American communities safer by “keeping illegal guns out of dangerous hands”

http://www.youtube.com/watch?v=64G5FfG2Xpg

http://www.youtube.com/watch?v=2FyuR9AWvn4

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Reason AdvertisingDefinition “Those which suggest a motive or

reason for purchase” (Simpsons & Mayr, 35)

Reason Advertising

Casual Conditional

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Casual and ConditionalCasual “So...” “Then...” “That’s why...”Conditional Positive use = “If...then...” Negative use = “otherwise...” , “if not...”

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Reason Advertising and ‘Demand a Plan’

The campaign reflects reason advertising

Used both conditional and casual reasoning

“How many more?...that’s why you must demand a plan” Casual Reasoning

“If you do not take action then these tragedies will continue” Conditional Reasoning

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Direct AddressDefinition “Seeks to address the reader or viewer

personally with you in order to transcend its nature as a mass medium”

(Simpsons & Mayr, 91)

Example “Does your skin look bland and

lifeless?”

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Direct Address and 'Demand a Plan' Directed to Americans "You, demand it!" Eye contact

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Parallel Structure

”Ask not what your country can do for you, Ask what you can do for your country.”

-John F. Kennedy (1961)

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Parallel Structure The repeated use of similar grammatical

structures.” (Simpsons & Mayr, 92)

ExampleNot Parallel Joe likes to walk, running and swimming.  Parallel Joe likes walking, running and swimming.

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Benefits of Parallel Structure Increase understanding

Indicate that different ideas can have the same level of importance

Increases clarity

Increases readability

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Using Parallel Structure Coordinating conjunctions

Correlative conjunctions

Phrases or clauses of comparison

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Coordinating Conjunctions Using conjunctions such as for, and, nor,

but, or, yet or so in order to connect two or more clauses to create a parallel structure.

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Examples!Not Parallel My friend wanted me to go dancing and

to a show.

Parallel My friend wanted me to go to a dance

and to a show.

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Correlative Conjunctions Using conjunctions such as not only...

but also, either....or, neither.... nor, and if...then, in order to connect two or more clauses to create a parallel structure.

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Correlative Conjunctions Not Parallel My cat not only likes to play with toys,

but also eats food

Parallel My cat not only likes to play with toys,

but also likes to eat food

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Phrases or clauses of comparison

when you create a parallel structure by using words of comparison such as than or as in order to connect two clauses or phrases.

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Phrases or clauses of comparison Not Parallel Fred would rather pay for his education

than financial aid. Parallel Fred would rather pay for his education

than receive financial aid.

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Parallel Structures and “Demand a Plan” ”Demand a plan right now, as a mom,

as a dad, as a Friend....”

Its not too soon, its too late

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RepetitionDefinition “Repetition through synonyms or near-

synonyms and parallelism” (Simpsons & Mayr, 93)

Example “bland, lifeless” OR “tanner, tanning”

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Repetition and “Demand a Plan”

“As a mom, as a dad, as daughter, as a husband, as a wife”

“As an American”

“Demand a plan”

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Guess which concept applies to each advertisement!

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Ad #1 – Canadian Cancer Society

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Answer: Reason Advertising!!

“Just two things you can do to reduce your cancer risk”

Provides reasoning Eat squash Play squash

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Ad #2 – Uncle Sam

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Answer: Direct Address Eye contact

Blunt use of “you”

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Ad #3 – Covergirl

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Answer: Parallel Structure Grammatical structure

“want it all, ...have it all”

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Ad #4 – Aveda

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Answer: Repetition “Thicker, fuller

hair”

Thicker and fuller are synonyms

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References "Parallel Structure." Writing Centre . N.p., n.d. Web. 1

Dec. 2013. http://www.evergreen.edu/writingcenter/handouts/grammar/parallel.pdf.

"Parallel Structure Examples." Parallel Structure Examples. N.p., n.d. Web. 1 Dec. 2013. http://examples.yourdictionary.com/examples/parallel-structure-examples.html.

Simpson, P., & Mayr, A. (2010). Language and Power (pp. 31-93). New York, NY: Routledge.

"Using Parallelism ." New Charter University . N.p., n.d. Web. 1 Dec. 2013. https://new.edu/resources/using-parallelism.

"Welcome to the Purdue OWL." Purdue OWL: Parallel Structure. N.p., n.d. Web. 29 Nov. 2013. https://owl.english.purdue.edu/owl/resource/623/1/.

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