SEOUL MAN
After a while the business traveller feels as comfortable
walking these streets as his own.
And when you’ve reached that point, you’ve also
discovered the best way to get there. United.
Fine meals, double-feature films, a full complement of
amenities. It’s the best in International travel, all served up
with Friendly Skies spirit. Non to mention Plus Bonuses
when you fly First or Business Class.
You choose United to Seoul. Because you know that
travelling great distances is no reason not to feel right at
home.
United is dedicated to giving you the service you deserve.
Come fly the friendly skies.
A Tagline / Slogo
is a variant of a branding slogan typically used
in marketing materials and advertising. The idea
behind the concept is to create a memorable phrase
that will sum up the tone and premise of a brand or
product (like a film), or to reinforce the
audience's memory of a product. Some taglines are
successful enough to warrant inclusion in popular
culture
(also from tv, film or commercials;
EX: "Love means never having to say you're sorry"
– Love Story;
EX "In space, no one can hear you scream." – Alien)
FAMOUS TAGLINES
Nike, Just do it
Adidas, Impossible is nothing
Apple, Think different
Barilla, Dove c'è Barilla c'è casa, THE CHOICE OF ITALY
Chicco, Dove c’è un bambino
McDonald's I'm lovin' it
Canon, With canon you can
FIAT, Guidati dal futuro, YOU ARE WE CAR
Nutella, Che mondo sarebbe senza Nutella?
Sky, Liberi di...
MasterCard, Ci sono cose che non si possono comprare, per tutto
il resto c'è MasterCard
HSBC, The world's local bank
Lufthansa, There's no better way to fly
Conad, Persone oltre le cose
Gratta e Vinci, TI PIACE VINCERE FACILE
UNITED AIRLINES TAGLINES
The current slogan, since the merger of United and Continental in October 2010, is
“Let's fly together". This replaced the slogan "It's time to fly" created in 2004.
United's earliest slogan, "The Main Line Airway," emphasized its signature New
York-Chicago-San Francisco route, and was replaced in 1965 with "Fly the Friendly
Skies". The "friendly skies" tagline was used until 1996.
"That's what friendly skies are all about" (1980)
"You're not just flying, you're flying the Friendly Skies" (mid 1980s)
"From the ground up, rededicated to giving you the service you deserve. Come fly
the friendly skies" (Late 1980s)
"Come fly the airline that's uniting the world. Come fly the Friendly Skies" (late
1980s)
"Come fly our Friendly Skies"
UNITED AIRLINES TAGLINES
1) "We Are United" following the September 11 attacks
https://www.youtube.com/watch?v=VywUQz-DtHs
2) “It's time to fly" (2004-2010) This was uses for the
animated commercials (voiced over by Robert Redford),
banners, and magazine advertisements of the campaign
first unveiled during Super Bowl XXXVIII.
''Where you go in life is up to you. There's one airline
that can take you there. United. It's time to fly.''
LIGHTBULB COMMERCIAL: A woman has an idea which
she takes all over the world using United to get her there.
https://www.youtube.com/watch?v=sXN7jpuXJHI
3) "Let's fly together" (2010-Present)
5.1. Attention-value strategies: code-switching
Usually, tourism advertisements promote a destination which is
physically and psychologically a long way from the place where the
potential Tourist lives. The longer the distance, the more exotic a place is
perceived to be. Therefore, in tourism advertising a sense of the exotic
must be conveyed in the text. The easiest way to make a poster look
exotic is by using words expressed in the language spoken in the
destination country.
When the advertisement employs a code-mixing text in which the
Language used by the targeted group of consumers contains items
belonging to another language – as may be the case of promotional texts
– it does indeed achieve attention-getting effects and at the same time
offers an insight into the cultural background of the source language.
This,however, goes against the main concept behind the policies of the
advertising industry, i.e., the fact that in order to be successful an
advertisement text must be understood. Indeed, the use of codeswitching makes the identification of the intention behind the speaker’s
communicative behaviour more difficult to perceive.
ATTENTION-SEEKING DEVICES in
ADVERTISING
1)
CODE SWITCHING
When Tourism Texts want to achieve a sense of exotic they
often use expressions in a foreign language, i.e. in the
language spoken in the place to be promoted
Code-mixing achieves attention-getting effects and
at the same time it offers an insight into the
background of the source language (and of the
source culture)
EX: “ARRIVEDERCI” SLOGAN (in Maci, 60-62)
ATTENTION SEEKING DEVICES:
METAPHORICAL LANGUAGE
SICILY “GRAND TOUR”CAMPAIGN:
Personification
Metaphor
Synaesthesia
Multimodality
Sicily here is personified, since it speaks.
The action of speaking is a promise, as revealed by
the use of the modal will and appears in somewhat
unusual ways, because the message is conveyed
with music and through literature and theatre.
The apparently nonsensical relationship between
the verb to speak and the images is immediately
reconstructed from a semantic viewpoint: the sea
is the theatre (with the moon as the spotlight
source), the music can be listened to thanks to the
wind in the hay field, depicted as a pentagram, and
the literature volume is written by the clouds.
Literature, music and theatre are given voice in a
synaesthetic way by means of nature. The arts and
nature are thus metaphorically depicted as inseparable:
not only is nature an artistic masterpiece but is also the
spokesperson of Sicilian art. In these images, not only is
nature the Manifesto of the Arts, but the Arts are nature
itself: Sicilian nature is so harmonious and unique that it
is a work of art. Nature and the Arts are the same thing
and cannot be separated because they are a single
element.
ATTENTION-SEEKING DEVICES
2. HUMOUR AND IRONY
Irony is a rhetorical trope by means of which a stetement
conveys a meaning different from the one it professes to
give and creates a discrepancy between what the words
actually say and what they really mean (literal vs figurative
meaning)
When the audience understand the jokes (by decoding the
hidden message), they feel special and clever and a
special bond is established with the advertised brand.
SINGAPORE SPICE GIRL
1) Humour: the old lady is exactly the
opposite of the members of the Spice Girls.
The exotic feature of the country is exalted
while otherness is rendered closer to the
Western reader.
2) The rhetorical question stimulates the
reader to interact.
Kenya campaign
1)Difference between chaotic, stressing
and polluted environments (from
which the tourists come from) and the
peace and calm they will find there.
2) Humorous effect: exaggeration in
defining “rush hour” through the
presence of three people riding
horses (not cars) in a barren land with
no sign of buildings or streets.
3) Taboo language
It facilitates the recognition of the product and
especially attracts the attention of the readership
because they fulfil the desire to break with the
tradition (social conventions), i.e the desire that
characterizes the younger audience targeted by
such advertising texts.
Moreover, in this case the colloquial taboo
expression recalls the stereotype of the rough,
tough and blunt Australian, reflected even in his
sense of hospitality...
1) REAL VS IDEAL
2) THE SLOGAN SEEMS TO BE HANDWRITTEN:
This is a graphological device acting as a
paralinguistic feature which incites friendship-like
feelings, the usual ones conveyed by a postcard
written by a friend inviting us to join in the fun (as
well as the idea of providing a “real” communication
rather than a virtual one)
3) Memorable quality – Striking verbal image
EGO-TARGETING
The Towneplace Suites HELLO FRANK
FRANK: in its Latin origin, it means "free man" and nowadays it
is quite a common name and in English is still means "sincere"
or "truthful".
Headline: it exalts the main strengths of the brand which are the
recognition of the guest as a person, the simplicity and the warm
and friendly atmosphere which make the guest feel valued.
The act of greeting the guest upon arrival is thus direct. The
background is all of an intense red, symbolizing warmth, energy,
passion but also sincerity.
On the bottom-right part of the ad, on the front desk there is a
bowl full of green apples. The choice of this fruit can represent
simplicity but also health ("An apple a day keeps the doctor
away"). in fact, they are green apples, the colour of nature and
health.
On the bottom, in the centre, there is the
slogan "Add life to longer stays".
The only verb is the imperative form of
"add", inviting the guest to take
advantage of the extra-benefit offered,
which is "life". This intangible added
value is the feature that makes the
difference, the unique selling proposition
of the brand that, clearly, is targeting
guests used to "longer stays".
ATTENTION-SEEKING DEVICES
SENSORY BRANDING
It is a persuasive strategy which
employs several elements (visual
and verbal) that directly address the
viewer/reader’s senses: taste, smell,
hearing (sounds), touch (softeness
delicacy, warmth, freshness etc.),
sight.
PUN - EGO-TARGETING – SENSORY BRANDING:
The Ritz-Carlton poster is highly representative of the warm, relaxed
and refined ambience they want to create for the targeted guest, This kind of
guest is usually cultivated and experienced, confident and discerning, he is the
kind of person who is looking for the best and who can appreciate it.
This advert is based on the techniques of sensory branding, i.e. the addressee
can imagine the whole situation through his senses: he can feel the sun on his
skin, taste the fresh drink, see the clear sky and nice women walking, hear the
pleasant sound of water flowing, smell the clean air. (Erica D’Anna). THIS allows
PRE-FRUITION.
The ice in the glass and the fountains on the background immediately confer an
idea of freshness and relief that contrasts the heating of the sunny day.
The shape of the fountains, which seems to surround the person looking at the
ad, confirms the idea that the guest is implicitly posed at the centre of the scene.
In a landscape with lush nature and a clear blue sky, the predominant colour is
the white of the tablecloth, dishes and water, transmitting a sensation of calm,
relaxation and purity.
.
RITZ CARLTON TEXT
Let us invent a drink in your honour
Let us transform your room into a tropical
paradise
Let us turn your weekend getaway into a
honeymoon you never thought you’d have
Let us create a memory so indelible, you’ll
savor it long after you’ve left
LET US STAY WITH YOU
RITZ CARLTON
The repetition of the words "let us" in every line of the text
(also recalled in the tagline) suggests that it is the Ritz
Carlton's staff who would be honoured to serve the guest
and "stay with" him.
The word "stay" assumes a double meaning: it seems to
express the idea of spending time with somebody (in
which the actor is the hotel), but hides the concept of
sojourn in a hotel (applied by the guest). By unifying the
two meanings, the result will be a well-known and
exclusive brand of hotels in which every client aspires to
stay: the subliminal message transmitted is that the guest
is the privileged one for having the possibility to "stay with
Ritz-Carlton". (Erica D’Anna).
LEBANON BLUES:
https://www.youtube.com/watch?v=UIh9UoJjO2U
https://www.youtube.com/watch?v=tcMUouzhPY4
The three videos of this advertising campaign are
set in three of the most popular tourist
destinations: London, Paris and New York.
Three persons are asked about their holidays. They
can’t answer and are lost in a daydream recalling
those experiences.
Finally, we discover they went to Lebanon due to
the slogo “It's the Lebanon Blues” followed by a
collection of images that show different
perspectives of Lebanon as a tourist destination.
The LEBANON BLUES commercials don’t
highlight Lebanese touristic sights but they
create curiosity about Lebanon, where the fun
and the satisfaction are assured by the
protagonists' inability of describing it. The idea
of its uniqueness is reinforced by the trademark
“Only Lebanon” that appears, handwritten, at the
end of the commercial.
.
“SmiLebanon” was co-produced by the Lebanese Ministry of
Tourism and The Middle East Airline. It was launched in
2013 promoting a fifty percent discount on flights and
accomodation during a period of fifty days. This special offer
began on January 8th with the intention of luring back
tourists in Lebanon for the winter season.
Tourism in Lebanon had been suffering a decrease in
international arrivals since 2011, when the country had to
face again problems related with the war. International
arrivals to Lebanon declined from 2.2 million visitors in 2010
to 1.85 million in 2011 to 1.6 million in 2012, due to the Arab
Spring and, especially, to the war in Syria :
https://www.youtube.com/watch?v=svfW5_u6FtE
SMILEBANON video is set in the cabin of a Middle East Airlines starting
its landing There is a shudder and a brief flickering of the lights. The
passengers are momentarily anxious, but their fears are unfounded: the
cabin crew puts on an unexpected cabaret and the cabin is “magically”
transformed into a stage where, then, it even starts to snow. During the
performance, the cabin crew impersonate the potential tourists and
show what the passengers will experience during their holiday:
romance, luxury, Lebanese cuisine, nightlife and winter activities.
The message of the commercial seems to be that as the passengers
fears are unfounded, so as to suggest, therefore, that the potential
tourists’ fears of travelling to Lebanon are also unfounded.
Consequently, as the passengers had an unexpected surprise in their
flight, the potential tourist will also find an unexpected holiday in
Lebanon, where the “non-ordinary” replaces the ordinary life of his
home.
The lexis reinforces the idea of the “isolation” of the
country from the regional turmoil. Lebanon is presented
as a planet instead of a country, so as to highlight its own
“dimension”.
This “planet” has also a different name, SmiLebanon,
which links all the positive associations of the smile, such
as amusement and friendliness, to the destination
The lexis of the song stresses on words related to light,
such as “dazzling”, “stars”, “shimmering”, “glitter” and
“bright”.