D - PUGSLEY, MARISTELA.pdf - DSpace - Universidade Federal do ...
D - PUGSLEY, MARISTELA.pdf - DSpace - Universidade Federal do ...
D - PUGSLEY, MARISTELA.pdf - DSpace - Universidade Federal do ...
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2 4<br />
These ads try to convince the public that dreams may<br />
come true and problems, from the most trivial to the most<br />
complex ones, may be solved through the purchase of products<br />
like cars, microwave ovens and washers.<br />
The testimony of a famous personality is also another<br />
form of psychological appeal. According to 0'DONNELL & TODD<br />
(1980), "the advertisers hope that some of the prestige<br />
associated with the communicator of the message will be<br />
transferred to their product.""® That is why it is common<br />
to see famous people like Pelé announcing vitamins (Vitasay),<br />
Brigitte Bar<strong>do</strong>t and Jacqueline Bisset selling soap (Lux), and<br />
Michael Jackson or Ma<strong>do</strong>nna advertising soft drinks (Pepsi).<br />
The aim of having artists and well-known people testifying in<br />
favor of a product is to create the right image for that<br />
product so that people remember the brand name and become<br />
loyal to it ("brand loyalty", p. 16). A brand name and its<br />
brand image are very important in advertising because they<br />
can either guarantee the success of a campaign or ruin<br />
!<br />
someone's<br />
business.<br />
2.3.2 Stylistic features<br />
The style (i.e., the relations among participants) of<br />
this kind of language can be defined, according to LEECH<br />
(1966), as "colloquial rather than formal and simple rather<br />
than complex.It is colloquial or informal because it "can<br />
be characterized as having a greater amount of abbreviation,<br />
shortening, contraction, and deletion; it is brief, to the<br />
point, and grammatically<br />
streamlined.