Advertising & Literary Movements: A Comprehensive Guide
Advertising
Features
Advertisements combine images and text to create a compelling message, often presenting the product as essential. They frequently highlight positive values and may feature endorsements from celebrities. Advertisements can take various forms, including radio (auditory), television (visual), and print (visual).
Structure
Iconic Part
Utilizes imagery similar to film, employing various camera angles and color effects.
- Brand: Can be a simple name (e.g., Danone), compound name (e.g., Coca-Cola), or initials (e.g., BMW).
- Logo: Represents the product visually.
Textual Part
- Slogan: A catchy and memorable phrase.
- Informative Text: Describes product features.
Resources
Graphic Resources
- Varied fonts and colors.
- Use of graphics (e.g., Philips, Winston).
- Intentional misspelling (e.g., MásVital Pascual).
Morpho-syntactic Resources
- Descriptive: Noun phrases (e.g., Sanex, healthy skin), prepositional phrases (e.g., yogurt with fruit), adjectival phrases (e.g., New Exax fine), superlative adjectives (e.g., Low profile), comparative adjectives (e.g., as smooth as your skin), and adjectival clauses (e.g., the deodorant that you abandon yourself).
- Encouraging: Present tense verbs (e.g., Ariel is white), imperative sentences (e.g., Connect), and subjunctive mood (e.g., Do not think anymore).
Lexical Resources
- Neologisms (e.g., McAuto).
- Catchphrases (e.g., If you have not driven a Gallop, you’re lost).
- Phrases (e.g., Teach teeth).
- Puns (e.g., Life is mobile, Vodafone mobile).
- Rhymes (e.g., Citybanc, your bank).
Rhetorical Resources
- Figures of speech.
Phonetics
Point of Articulation
- Bilabial: Both lips.
- Labiodental: Upper teeth and lower lip.
- Dental: Tongue and back of upper teeth.
- Alveolar: Tongue and upper gums/alveoli.
- Palatal: Tongue and hard palate.
- Velar: Tongue and soft palate.
Mode of Articulation
- Stops: Total closure of the mouth; sound produced upon air release.
- Voiceless: Narrowing of the mouth without complete closure.
- Affricates: Combination of closure and narrow passage of air.
- Nasal: Air exits through the nasal cavity.
- Lateral: Air passes along the sides of the tongue.
- Vibrants: Vibration of the tongue against the alveoli.
Action of the Vocal Cords
- Deaf/Voiceless: No vocal cord vibration.
- Voiced: Vocal cord vibration.
Literary Movements
Naturalism
Late 19th-century European movement emphasizing natural laws and scientific principles in literature. Characters are driven by biological and social determinism. Focus on disadvantaged classes, disease, and pessimistic social criticism. Key figures include Emile Zola (France) and Narcís Oller (Catalonia, L’Escanyapobres).
Modernism
Late 19th-century artistic and cultural renewal in Europe, marked by conflict between artists and materialistic society.
Trends within Modernism
- Regenerationism: Art as a means of social transformation, embracing progressive European trends.
- Aestheticism: Art for art’s sake, skeptical of art’s social impact.
Modernist Narrative
- Rural Novel: Depicts rugged nature as opposing individual forces (e.g., Víctor Català’s Solitud).
- Decadent Novel: Focuses on the artist’s subjective experience of the world (e.g., Prudenci Bertrana’s Josafat).
- Novel of Manners: Critically portrays bourgeois society (e.g., Santiago Rusiñol’s L’auca del senyor Esteve).