Visual (the image)
Headline (the title, we often call it “slogan”)
Bodycopy (the text)
Baseline (a summarizing phrase which closes the discourse opened by the
Pay-off
headline)
(concluding phrase defining the company)
Brand (logo)
Name of the company
headline
“a concept + an emotion, expressed in a noncasual fashion”
to write a headline well one must decide on
the target group + interaction with the visual
Rhythm and tone

Tone of voice can be expressed in many ways

Tone of voice can be expressed in
many ways
Stories or not...
- Vignettes (ex. 1
http://www.youtube.com/watch?v=pZbXuTSAtqM
http://www.youtube.com/watch?v=owGykVbfgUE
, and 2
)
- story
- side-by-side
http://www.youtube.com/watch?v=uXbAAHSrw0A&feature=autoplay&list=PL1B18309C9E66CE60&lf=results_main&playnext=1
- cliff-hangers
- capsules
- the sign
http://www.youtube.com/watch?v=uLTIowBF0kE&feature=relmfu
Rhetorical figures

…

...
...when an expression deviates from expectation...
classical definition: an artful deviation from
“normal” expression (but metaphors and other
figurative expressions are used also in everyday
speech)
Band-Aids ad
“say hello to your child's new bodyguards”
when the speaker violates a convention, the
receiver searches for a context that will render
the violation intelligible
every figure represents a gap > the receiver is
called to fill in the gap
(Genette)
a rhetorical figure provides a means for making
the familiar strange
Portami il girasole ch'io lo trapianti
nel mio terreno bruciato dal salino,
e mostri tutto il giorno agli azzurri
specchianti
del cielo l'ansietà del suo volto giallino.
Cinque minuti solo cinque vedrai
delle panatine ti innamorerai
deviation is termporally situated (rhetorical
structure operates in a complex web of sociocultural signs and meanings)
bad grammar or faulty diction do not consitute a figure but a
failure of expression
(but... Schweppervescence - Beato chi so o fa' il sofà)
deviations in message content are not figure
“cereals are preferred by retired airplane mechanics” ??
(but http://www.youtube.com/watch?v=TnzFRV1LwIo
More info on this ad here:
http://en.wikipedia.org/wiki/Gorilla_(advertisement) )
deviation attracts attention
Taxonomy of rhetorical figures in adv
“The flavour of a Quaver is never known to waver”
“Think small”(VW)
“Science you can touch” (skin care)
“la morale è sempre quella fai merenda con girella”
“The price you want. The quality you need”
“Stops static before static stops you”
“Don't ask what your country can do for you but what you can do
for your country”
“Easy on eyes. Tough on tangles” (shampoo)
“It's better than anything” (Haagan-Dazs)
“Everyday vehicles that aren't” (Suzuki)
“Don't you have something better to do?” (Hewlett Packard)
“The British have always driven on the wrong side of the road”
(Kodak) “This picture was taken by someone who didn't bring
a camera”
IBM: I think, therefore IBM.
Allied Irish Bank: Britain's best business bank.
Coleman footgear: Better choice, better joys.
Always Coca-Cola.
Burton Menswear: Everywear.
Nike: Just do it
Kenco Really Rich Coffee: Get Rich quick.
Citibank: Because the Citi never sleeps.