I come in contact with advertising everyday. The advertising I discern varies from graffiti on buildings to billboards along the highway to pictures in a magazine. Advertisements, along with the advertisers, have one sole purpose; to attract the consumer’s eye. Although there are various forms of advertising, all advertisements speak the same seducing language. In, The Language of Advertising by Charles A. O’Neill, he discusses the many language techniques advertisers use. O’Neill emphasizes that even though the language of advertising is effective, it is not brainwashing. Consumers are capable of learning the sneaky techniques advertisers use and how to appropriately respond to seductive advertisements. Otherwise, consumers would go bankrupt.
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Similar to O’Neill, Luntz is very organized in his writing. Luntz follows the same pattern of presenting his point, then using logos to confirm his theory. An example of Luntz making a point, then backing up his statement is, “Anyone can go out and buy a box of cereal. But different cereals offer different experiences. Watch and listen carefully to their marketing approach and the words they use. Most cereals geared toward children sell energy, excitement, adventure, and the potential for fun…” (Luntz 356). The vivid example of children’s cereal allows me to agree with his point that marketing provides different experiences with cereals. That is just one of the many ways Luntz uses logos to explain and confirm his ideas. The first main idea Luntz presented was that, “The company persona is the sum of the corporate leadership, the corporate ethos,the products and services offered, interactions with the consumers, and, most importantly, the language that ties it all together” (Luntz 354). When companies develop unique persona’s they provide their customers with good and memorable experiences so they’re likely to return. Another psychological explanation he constructed is “language alignment”. This occurs, “when the message, messenger, and recipient are all on the same page”, in a sales pitch. Typically, humans retain and comprehend concepts when there is organization. Luntz implies, if the consumer fully grasps the sales pitch due to this organization, they are more susceptible to buy the product/service. After he defines and explains the company persona and the language alignment, he provides many examples of each concept. I can fully retain information when I am given an example following a definition. Simply hearing a definition isn’t enough to allow me to understand and trust a writer 's work. Which is why Luntz’s combination of facts, organization, and
Similar to O’Neill, Luntz is very organized in his writing. Luntz follows the same pattern of presenting his point, then using logos to confirm his theory. An example of Luntz making a point, then backing up his statement is, “Anyone can go out and buy a box of cereal. But different cereals offer different experiences. Watch and listen carefully to their marketing approach and the words they use. Most cereals geared toward children sell energy, excitement, adventure, and the potential for fun…” (Luntz 356). The vivid example of children’s cereal allows me to agree with his point that marketing provides different experiences with cereals. That is just one of the many ways Luntz uses logos to explain and confirm his ideas. The first main idea Luntz presented was that, “The company persona is the sum of the corporate leadership, the corporate ethos,the products and services offered, interactions with the consumers, and, most importantly, the language that ties it all together” (Luntz 354). When companies develop unique persona’s they provide their customers with good and memorable experiences so they’re likely to return. Another psychological explanation he constructed is “language alignment”. This occurs, “when the message, messenger, and recipient are all on the same page”, in a sales pitch. Typically, humans retain and comprehend concepts when there is organization. Luntz implies, if the consumer fully grasps the sales pitch due to this organization, they are more susceptible to buy the product/service. After he defines and explains the company persona and the language alignment, he provides many examples of each concept. I can fully retain information when I am given an example following a definition. Simply hearing a definition isn’t enough to allow me to understand and trust a writer 's work. Which is why Luntz’s combination of facts, organization, and