The Advertising Register

Kakatiya Journal of English Studies, v.14 (1994)

THE ADVERTISING REGISTER

A Paradigm for Teaching Material

T. Vinoda

"Unfortunately, in the vast majority of schools the teaching of English is defective often resulting in the pupils developing hatred for the language instead of love for it. The reasons may be varied but often it is found that teachers themselves have no proper grounding in the grammar and idiom of the language; worse still, they have no feel for the language. Again the text-books are not attractive enough to hold and sustain the pupils' attention. In this context, one should recognise the emerging importance of communication skills ."
--The Hindu Editorial (October 15, 1994)

This paper proposes a concept of teaching materials alterna­tive to the conventional one, especially at the undergraduate level for teaching General English. The underlying assumption of the proposed alternative is that it is much more effective, contemporary, enjoyable and practicable in teaching communicative skills. Also implicit is the aim to teach linguistic techniques of persuasion central to the English of advertising and copy writing. This paper seeks incidentally to point the way to the kind of teaching material that could be prepared to offer the Special Functional Course on Advertising English suggested by the UGC-appointed CDC under Unit III of Special (Elective) English.¹
The inescapable fact of modern life is its growing consumerism sustained and fostered by the ubiquitous advertisements that use every known strategy in the book to win over people. The elitist prejudice against advertisements notwithstanding, the desires, the dreams, the ambitions, the passions--nay the very living processes of people today are controlled by advertisements; it appears as if no one is exempt from the magic and the charm of the dream merchants however cultivated he might be. For the appeal of the advertising language is as sophisti­cated and subtle (depending on who or which segment they are addressed) as is required by the occasion. Walker Gibson has characterised the language of advertising as "sweet talk"² but it can be demonstrated that this language is also capable of the literary "tough talk" when the cultivated classes are targeted. Whatever the case, the point here is that the language of advertising affords the English teacher immense opportunities for teaching specific aspects of the language such as coordination, subordination, apposition, ellipsis (gapping), focussing, foregrounding, nominalisation, figures of speech and a host of other aspects of English.
The attention-calling repetitive structures used in advertising English are at times so helpful for pedagogic purposes that they could readily become work-sheets in the class for teaching certain structures. The following Raymond ad, for instance, can be similarly used to teach interrogatives with "dummy DO":

Why did you bother to point out the Great Bear in the sky?
Why did you worry if I played in the rain too long?
Why did you love my poems, my awful poems? Why did you take me for long walks?
Why did you tell me not to run after money?

Why did my successes make you proud?
Why did you teach me to gamble on myself, and not on cards?

And I hope I'll be a father like you.
Papa, pal the complete man.

While teaching conversion of declarative sentences into interrogatives students are first introduced to basic sentences with verb groups that invariably have "BE, HAVE or Modal." It is only after they master this pattern of inversion that they are introduced to sentences where the verb groups do not possess "BE, HAVE, or Modal. " Indian learners of English even in advanced stages are generally weak in "dummy Do" inversions and the Raymond ad makes the task easier. Needless to add that the advantage of the Raymond ad is its familiarity, visual appeal as well as its emotional pull.
Take another instance of the Benetton ad with its colourful appeal. The young and fashion-conscious undergraduate students will log in at once in the class when the teacher makes ready to teach coordination (asyndetic as well as syndetic), ellipsis (gapping), and the difficult-to-master English prepositlonal phrases through this ad. In quoting the ad below I have interpolated underlining-dashes in spaces between words to indicate to the class the use of ellipsis:

Just a reminder that just as
Benetton jackets are worn -- in the clubs of Monaco,

Benetton dresses -- in the discos of France,
Benetton shorts -- on the beaches of Bermuda,

Benetton buttondowns -- in the boardrooms of Belgium,

Benetton sweaters -- on the ski slopes of Switzerland,

Benetton T-shirts -- on the streets of Italy,
Benetton trousers -- in the stock markets of Japan
They are worn in the clubs, the discos, the beaches, the boardrooms,

the ski slopes, the streets and the stock markets of India.

The students' identification with this ad is instantaneous because it is about fashionwear and about the clothes suitable to various places like clubs, discos, beaches, etc. The teacher is spared of the extra trouble to have his wards tuned into the linguistic items he seeks to demonstrate. Also the ad helps in reinforcing and consolidating the structures by the very principle of iteration that weaves the magic to take you to the message. It may also be noted that the attention-calling devices central to ads do not cease to function in the class, as it often happens with great masters of English prose because of their demands on sensibility, experience, maturity, etc. The ad material comes alive in class without much effort on the part of the teacher so that he can launch on his task quickly and effectively.

II

Stressing the need for socially relevant and linguistically effec­tive way of teaching English, Robert Bellarme has said that in the Indian context of TED (Teaching English to the Disadvantaged) it is necessary to "rethink about present methods and materials now in use in ELT."³ Towards this purpose I present here a paradigm for teaching English through the use of familiar ads. This method hopefully approximates what Bellarme calls LAF (Learning as Fun) approach. The specific aspect of English sought to be taught here is the premodification trend in Noun Phrases that is so pronounced in contemporary English. The samples of advertising English selected here may offer opportunities to teach several other aspects of English, but this paper limits itself to discussing premodification in Noun Phrases -- the linguistic process that increasingly characterises the English we use in our fast-paced life. Needless to add that the samples used here are at once fascinating and familiar to the undergraduate students whose day-to-day contact with television and print media must enable them to recognise these samples without difficulty. Their familiarity, then, is assurance enough for the English teacher of their involvement and interest. But first the samples:

Advertisement: 1 Renil Resorts

WHY SETTLE FOR A TIMESHARE IN THE

BACK OF BEYOND?
Presenting Renil Resorts, Ooty
A fabulous location overlooking the lake
In the blue mountains

Renil Resorts, the newest concept in Vacation Timeshare, in Ootacamund, Queen of the hill-stations. With an unparalleled location that makes the difference between a good holiday and a GREAT one.

The best things in life become free

Pioneers of the Free Vacation Timeshare, Renil ensures that you get back your money at the end of 20 years thro a bank guarantee. So you can continue to holiday at no cost! Enjoy hassle-free, inflation-proof holidays in exotic locations for 99 years! Ooty is just the first on the Renil holiday map. Still to come are more than 20 key hill-stations and beaches in India and Nepal, with international tie-ups.

Holidaying in Renil

Sprawled over 4.10 acres, the resort has an old-world air about it that lingers like the fragrance of mountain pines. Beginning with the season of '95, re-discover the pleasures of a leisurely stroll on its lush greens. Or a brisk morning jog. Ride a pony into the mist. Indulge in picnic-baskets and campfire-evenings.

And in the great outdoors

Stroll down to the lake, just a hop, skip and a jump away. Tuck into corn-on-the cob. Wet your toes or go on a boat ride. Trot around the lake on a pony. Or take the saddle on a cycle. Take in the flora around the lake or at the Botanical Gardens. Go trekking on any of the numerous trails.

The Resort for all seasons

Choose from 3 seasons and 3 options of Deluxe, Regular and Compact. From as little as Rs. 22,000/- to Rs. 62,0001-. Payable in easy instalments, too.

Renil Gold Card .. truly glitters

Enjoy the privileges that the Renil Gold Card entitles you to. Discounts of upto 20% at all Renil's upcoming projects and affiliated hotels (throughout the country), and emergency cash advances of upto Rs. 10,000/-. So make your move towards owning a Renil Free Vacation Timeshare. Mail us this coupon
right now.......

Advertisement 2: KAMATS

FROM INDIA'S LARGEST CHA1N OF HOTELS AND RESTAURANTS

COMES SUCCESS ON A PLATE

(Visual)

Tourism is the world's fastest growth business. Over 3 million tourists are expected to visit India next year. The need for value-for-money hotels has never been greater, especially in Bombay.

Kamats. Where hospitality is a tradition
Who better to capitalise on this massive opportunity than Kamats. India's best known hotel and restaurant chain. A group synonymous with value-for­-money hospitality for over 40 years.

The Future thrust
Now, the Kamats Plaza near Bombay's domestic and international airports is to be expanded fourfold. From 67 rooms to 252 well appointed double rooms. Along with 5 restaurants, conference hall, discotheque, health club, swimming pools and more. Amenities that will set new standards in "value-for-money hospitality."

40 Years of vision and growth
We set up our first restaurant, Satkar, near Bombay's Churchgate station, before it was built. Today, it's the heart of the city. The same foresight has enabled us to pinpoint prime locations and establish a successful chain comprising everything in hospitality, from hotels and resorts to restaurants and clubs.

International expertise
We've even exported the Kamats concept of value-for-money successfully worldwide. To date, we've commissioned over 50 restaurants in USA, UK, the Middle East and Singapore, with more on the way.

WITH OUR PROVEN RECORD OF GROWTH AND SUCCESS, YOU'RE SURE OF ONE THING: WE'LL MAKE THE VALUE-FOR- MONEY CONCEPT WORK ... TO YOUR PROFIT

Advertisement 3 : ABB (ASEA BROWN BOVERI )

As a pioneering organisation in gas handling equipment and systems in India, Flakt India has been a significant player within Asea Brown Boveri Group. Indeed, it has been one of the Resource Centres for the worldwide ABB Group of Companies. As well as a global Business Area Centre in some areas.

And more in association with ABB, it has been recording excellent export performance.

A new synergy to strengthen the family bond: Flakt India has now merged with ABB. A merger that will see a greater commitment towards environmental issues -- areas of immediate concerns for both Flakt and ABS. Equally significantly, the marriage would synergise Flakt's other areas of operation. Enhancing the expertise and capability of serving the core sector industries that both ABB and Flakt cater to. Which in turn, would mean that the industries involved would gain the optimum utilisation of an unmatched combined re­source.

Advertisement 4 :

AIR MAURITIUS
NO DUTIES IN PARADISE

Lazy beaches. Idyllic lagoons. Moonlight dining. And now. one more reason to be in Mauritius. Duty-free shops! Conveniently located at Port Louis. Grand Bay and Curepipe. Choose from a variety of electronic goods, leather accessories, fashionwear, perfumes .....
Other excuses to be in Mauritius this summer are aqua sports (surfing, underwater walking, deep sea fishing, scuba diving..... ), colourful festivals (including the famous sega dances), a vibrant tropical wildlife and an impressive line-up of casinos comparable to the best in the world.
Brought to you by Air Mauritius. With flights thrice a week from Bombay. Taking you there in the comfort of wide-bodied 767 ER aircrafts.
Mauritius in summer. Now, also a shoppers' paradise.

Advertisement 5:

THE RETREAT

Every view from The Retreat is like a picture postcard. A clover-leaf pool with a king-size waterfall. Swaying palms and the shimmering ocean. Al fresco dining and endless possibilities of fun: water sports, theme lunches, live music and free buggy rides. All in 5 star luxury. Escape. All roads lead to The Retreat.

Advertisement 6 :

DABUR HONEY

THERE IS A REMEDY FOR COUGHS,

LISTLESSNESS AND DULL SKIN HIDDEN IN THIS PICTURE

Honey Health Salad: Make a fresh salad with seasonal vegetables. For the dressing. mix 1 tbsp vinegar, 1-1/2 tbsps Dabur Honey, 3 tbsps salad oil, a pinch of salt & black pepper. Pour over salad and toss.

Yoghurt Honey Delight: Add diced seasonal fruit, blend 2 tsps Dabur Honey to a bowl of whipped yoghurt, top with whipped cream, nuts and a dollop of Dabur Honey for a mmm ... marvelous dessert.

Whole Wheat Pancakes with Honey: For the batter blend 1/2 cup maida with 1/2 cup atta, 1 cup milk, 1 egg and 3 tbsps Dabur Honey. Add a pinch of baking powder. Make pancakes and top with butter and generous spoonfuls of Dabur Honey.

You've always known that it can do wonders for your health. Now discover what a dollop of pure, golden Dabur Honey can do to boring mealtimes. It's the tastiest way to healthy eating. Because only Dabur Honey has the rich flavour and aroma of 100% natural honey. So no more dull snacks and listless desserts from now on.

DABUR HONEY IS A TIME-TESTED AYURVEDIC MEDICINE.

MAKE IT A DAILY HABIT FOR THE TASTY WAY TO GOOD HEALTH

The six ads given above constitute our teaching material and they could be used to demonstrate the structure of the Noun phrase in English, especially the premodification of the Noun-head. Towards this end, the teacher could draw attention to the following elements in the ads given:

1. Compound words with two or more bases (string compounds)
2. Syntactic relations of the compounding elements
3. Instances of conversion from phrases to adjectives
4. Differences between the participles and the participial adjectives
5. Differences between the deverbal nouns and 'verbal nouns'
6. a. The adjective suffixes that are used in the material

b. Suffixes that are used to convert nouns into adjectives

c. Suffixes that are added to verbs to form adjectives

d. Suffixes that are added to adjectives and are class maintaining in character.
7. Differences between dynamic and stative adjectives; between the gradable and non-gradable adjectives and between inher­ent and non-inherent adjectives
8. Instances of premodification by nouns/noun adjuncts/classifiers.
9. Multiple pre modification with single heads and multiple heads
10. The relative order of premodifying elements in a Noun phrase
11. Nouns as heads of Noun phrases
12. Noun phrases with heads other than nouns

After having discussed these elements of the given material, the students could be asked to do the following exercises for purposes of reinforcement and consoldation of what is being learned.

EXERCISES

1. Give the morphological analysis of the following words. Show whether the affixes used are class-maintaining or

class-changing.

i. a. botanical b. international c. tropical
d. seasonal e. natural f. global
g. environmental
ii. a. idyllic b. electronic c. exotic
iii. a. successful b. colourful
iv. a. easy b. tasty c. healthy
d. lazy
v. a. endless b. lifeless c. listless
vi. a. famous b. marvelous c. generous
d. fabulous
vii. a. leisurely (stroll) b. (a) daily (habit)
viii. a. impressive b. sensitive
ix. a. golden b. wooden

2. Classify the following Noun Phrases into categories depending upon the items that premodify the Noun-heads in them:

a leisurely stroll ; mountain pines ; a priority industry ;
a picture postcard; a daily habit ; conference halls;
moonlight dining ; easy instalments; water sports;
dull snacks ; salad oil ; listless desserts;
chocolate icing ; the rich flavour; diced seasonal fruit
the value-for-money concept; live music;
whipped cream: combined resource; eather acces
sories; chopped walnuts; restaurant
chain; the swaying palms; the tastiest way;
a fabulous location, black pepper; the shimmering ocean ;
gene.rous spoonfuls (of Dabur Honey); boring mealtimes;
the famous Sega dances; a pioneering organisation
a greater commitment; colourful festivals, scuba diving;
alfresco dining; non-stop caring; marvelous dessert;

forget-me-nots; state-of-the art commu nication networks;

corn-on-the-cob freshness; optimum utilization;

upcoming projects; theme lunches our proven record.

The Noun-Phrases given above may be distributed appropriately under the following categories :

A. Premodifying item is an epithet adjective
B. "Pre modifier is a participial adjective
C. Premodifier is a noun
D. Premodifier is a phrase or a sentence.
3. Indicate the syntactic relations of the compounding elements of the phrases given below :
a. picnic-baskets b. campfire-evenings c. tie-ups
d. old-world (air) e. hassle-free f. inflation-proof
g. duty-free h. king-size i. hill-stations

4. i. Find out the relative ordering of the premodifying elements from the samples presented below :
A vibrant tropical wildlife Diced seasonal fruits
A global Business Area Centre Time-tested Ayurvedic medicine
Emergency cash advances Lifeless studio photographs
Pure, golden Dabur Honey All Renil's upcoming projects.
Free buggy rides The Renil Gold card
Honey health salad A Renil Free Vacation Time­share
Whole wheat pancakes 252 well appointed double rooms
Excellent expert performance 5 star luxury

The core sector industries Bombay's Churchgate Station
A brisk morning jog India's best known hotel A shoppers' paradise The world's fastest growth business
ii. Drawing Noun Phrases from other sources specify the relative ordering of the following pre modifying elements:

Determiners, Pre-determiners, Cardinals, ordinals, General Adjectives, Participial adjectives, adjectives of colour,

adjectives of age, denominal adjectives, adjectives of provenance.

5. Classify the following Noun Phrases into (a) Noun-head as Noun, and (b) Noun-head which is not a Noun, depending upon the word class of the Noun-Phrase Head given:

A significant player, across-the-room kind of telephone, black pepper, the best, the first, underwater walking,

a long-lasting bridge, an impressive line-up.

6. Taking the adjectives from the ad copies given, classify them into gradable and non-gradable adjective categories.

7. Identify the inherent and non-inherent adjectives from the phrases given below:

a hard worker, a big house, a strong opponent, an old friend, a strong body, new standards, a big fool,

a perfect rogue.

8. Classify the following adjectives into dynamic and stative adjective categories:

a careful study, a brave soldier, a square building, a greedy money-lender, a naughty child, the rude

boss, a wealthy associate, the noisy locality, a tall man, a jealous husband, a large family, an old man,

an awkward situation, lazy beaches, live music, the rich flavour, easy instalment, prime location.

Notes

1. Report of the Curriculum Development Centre in English (New Delhi: University Grants Commission, 1989) pp. 109 -113.
2. Walker Gibson, Tough, Sweet & Stuffy: An Essay on Modern American Prose Styles (New Delhi: Prentice- Hall of India, 1985)
3. Robert Bellarmine, "English for Empowerment," The Hindu (October 9, 1994).