The lexis in the adverts are similar. They all use collective nouns. “Loreal Paris”, “RoC”, “Nivea visage”, “Olay”, and “Clarins Paris. These reflect the product making it appear powerful and prestigious. Also, as the companies are familiar, there becomes a link of trust between the customer and the company. Abstract nouns are also used: “promises”, “beauty” and “worth”. This emotive vocabulary appeals to the audience by stimulating their feelings and emotions.
Adjectives are used throughout as to persuade the audience by modifying the noun. Comparative adjectives are used: “younger”, “firmer”, “more skin friendly”, “fresher”, “less visible”, “smoother” and “more than a moisturiser”. Also superlative adjective: “highest” and “regenerist” are used effectively. These adjectives show degree and emphasis the benefits that may occur if their facial cream is applied, persuading the audience to purchase their product. Comparative adjectives tend to be used in advertisements A,B,E,FandG, yet not so much in adverts CandD (Loreal). This is because Loreal use more factual, statistical evidence which appears referential. Therefore as superlative and comparative adjectives are conative devices the use of them may deduct from the factual, referential tone of the adverts.
Pronouns are also significant: “our”, “your”, “you”, “I’m” and “We keep our promises” all make the adverts appear personal and directed towards every member of the audience. The 2cd person pronoun “you” is used frequently to have this effect. The norminative plural pronoun “we” creates a sense of unity and communicates the presence of a group making the company appear combined and strong. The singular norminative, first person pronoun, “I” appears in the spoken advert to reflect experience giving the advert credibility.
Polysyllabic words are used throughout all the adverts: “complexion”, “introduces”, “significantly”, “moisturiser” and “combination”. This table shows the proportions of monosyllabic, disyllabic and polysyllabic lexis.This reveals the contrast in proportions of mono, di, and polysyllabic language used with the advertisements. Adverts A,C,DandE, have a high number of polysyllabic words which present the impression of being highly researched, knowledgeable and an educated tone. A reason for the contrast is that the price range tends to be higher for these products. Adverts BandF, do not use as many polysyllabic which influence their audience, by using understandable, comparative adjectives.
A contrast in the adverts is the degree to which they used specialised vocabulary. Adverts A,C,D,andG have a higher proportion: “Ginkgo biloba and lactose”, “Collagen-Boost”, “Boswelox” and “pro Retinol A”. These words are less likely to be in the productive or receptive vocabulary of the audience. However they are still effective as this vocabulary impresses and reveals the product to be well researched and knowledgeable. Adverts B,EandF use less specialised language as they use more opinionated lexis which seems to target a younger audience therefore this technique would be more impressionable. Slogans are used so the product becomes memorable to the reader: “because you’re worth it”, “we keep our promises”, “Love the skin you’re in” “It’s a fact and “with Clarins life’s more beautiful”. These serve to persuade the audience by helping the reader associate the product with other products of the same brand and making the cream memorable.
The grammar of advertising tends to that of spoken language. Therefore it is often disjointed and abbreviated making it informal. Firstly the sentence structure determines the mood of the advert. Adverts B,CandD use imperatives: “Let surgery wait”, “Don’t let it go” and “Face the future”. These instruct and command the reader to do specific things and they speak the voice of certainty which creates a definite, clear tone. The audience are more likely to purchase the product, therefore, as the product appears confident
Interrogatives are another sentence type used in adverts AandF. “Chemical peel? Or the appeal of new Olay regenerist Serum?” and “Abrasion?”. These enable the audience to become involved in the text and provoke thought. This influences the audience as the advert will be remembered more clearly as thought has been stimulated. Interrogatives also communicate a spoken mode which is more informal in tenor producing a personal, lively tone.
A contrast in the adverts is that interrogatives and imperatives are not used together. This is because the adverts adapt different tones. Adverts B,CandD have an authoritative tone persuading the audience by appearing correct and in control, whereas the adverts AandF create a thought provoking tone. A reason for the contrast is the expense of the product. Adverts AandF have a higher price, therefore targeting a different audience who may be more likely to respond to interrogatives than imperatives because interrogatives allow the audience to decide and think for themselves rather than commanding them.
The adverts are typical in that they use many short sentences: “Let surgery wait”. This short, emotive imperative has a very confident tone which is succinct and memorable. “It’s a fact”. This simple, one clause declarative has a decisive tone and an informal tenor which makes the advert more personal to the audience. Ad G (spoken) uses more short sentences “i’m ready” and “firmness i’m winning back”. This is typical of spoken pieces and conveys information rapidly whilst being concise and snappy holding the audiences attention.
Minor sentences are a common conative device in advertising and appear frequently throughout the adverts: “Guaranteed” “Without abrasion” “Chemical peel” “my skin firmer” (spoken) “wrinkles less visible” (spoken) These minor sentences create a spoken mode which has an informal tenor and attracts the audiences attention as they are direct and concise which is persuasive as the audience only reads what is essential. In advert G, the spoken advert, more minor sentences are used as so the audience only hears what is vital. The use of sentence structure is also an effective persuasive device. Simple sentences are used throughout: “So skin appears smoother, firmer, younger” “Its a fact” The effect of simple sentences are to provide short, snappy, memorable information points which the audience will notice and remember the cream by.
Noun phrases use much pre and post modification: “(the usual youthful glow)” “(for mature skin)” “(with beautiful younger looking skin)” These describe and add information to the headword which is a persuasive technique to influence the audience to buy a particular facial cream as it also enhances the product. Pre and Post modification is used more frequently in adverts B,EandF because they use more adjectives and opinioned modifiers to qualify the headword, whereas the other adverts use less modification as they adopt a more referential manner.