While the last centuries of human history can be characterised as a time when most countries were only concerned with increasing their power and either occupying other countries or separating themselves from them, our century (and especially the last decade ) is the age of unification and political collaboration: Europe is uniting and the so-called "global- market" persistently developing. To the industries this new market is important in two respects: On the one hand there is an increasing number of potential customers. On the other hand the competition between industries and their products is getting tougher. Accordingly the development implies both: chance and risk. In order to seize the chance (= sell more products) and to avoid the risk of being swallowed by other industries it is most important to the companies to promote their products or services and to make them become commonly known. The best possibility to do so is to advertise them and it is quite interesting to examine the way how this is done. In this term paper I am going to concentrate on one single example of this process: beer ads. I have chosen this topic firstly because the beer- market is a perfect example of what is going on in general, as there are hundreds and thousands of different beer companies trying to sell their products, and secondly because even though there are that many different brands most ads show certain similarities. I am going to focus on these similarities much more than on the differences - as examining the respects in which beer ads differ is a much more complex topic which would go beyond the scope of this term paper. Hence, it is the aim of the following analysis to point out general ideas and concepts of beer ads concerning both components: images and language. In order to do so I am first of all going to explain the importance language possesses in ads as this question has been discussed quite controversially during the last years. The topic of the second part is the particular language used in beer ads (considering three examples) and the ideas which are connected to it. The third part presents the images used in these ads by not only describing the pictures but rather by pointing out the overall effect which they create. This effect is not only achieved by the combination of language and images but moreover by a complex interplay between both of them.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Language in Advertisements
- The language of beer ads
- Brand Names
- The accompanying text
- The images
- Conclusion
- Selected Bibliography
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This term paper aims to analyze the language used in beer advertisements, focusing on the similarities and key concepts found in the language and images employed. It aims to understand how beer ads utilize language and images to evoke feelings and persuade consumers.
- The importance of language in advertising and its ability to evoke feelings and persuade consumers.
- The specific language used in beer advertisements and its connection to key themes.
- The role of images in beer advertisements and how they work in conjunction with language to create an overall effect.
- The target group of beer advertisements and how they are designed to appeal to specific audiences.
- The use of brand names and their influence on the perception of beer products.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the topic of beer advertising and its significance within the context of global markets and competition. It discusses the importance of effective advertising in promoting products and services, highlighting the role of language and images in influencing consumer perception.
- Language in Advertisements: This chapter examines the use of language in advertising, emphasizing the role of connotations and the creation of feelings towards the product. It discusses how words can be used to describe qualities, individualize products, and address customers directly. The chapter highlights the interplay between linguistic and paralinguistic elements in shaping the message of an advertisement.
- The Language of Beer Ads: This chapter delves into the specific language used in beer advertisements, highlighting the recurring themes and concepts within the branding and accompanying text. It explores the characteristics of beer brand names and their connection to the target audience.
Schlüsselwörter (Keywords)
Key terms and concepts explored in this term paper include advertising language, beer advertising, brand names, connotations, image analysis, consumer perception, target audience, and the interplay between language and images in advertising.
- Arbeit zitieren
- Hanno Frey (Autor:in), 1999, The Language of Beer Advertisements, München, GRIN Verlag, https://www.grin.com/document/11814
