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English Language In Advertising Essay

1333 Words6 Pages

Incorporating the English language into advertisements is also a method used in Italian advertising. The use of English in advertisements is to attract attention to the product at hand and act as a signifier of ‘cosmopolitan and international values’. (Vettorel 2013, p. 261). Vettorel states that according to Pulcini the pinnacle of the use of English language in Italian advertising was during the 1970’s and 1980’s. (Pulcini 1994, 1995, 1997, as cited in Vettorel 2013, p.263). From analysing many Italian advertisements, it is clear to see how English words have been incorporated into them, in order to help sell and promote the products. One such advertisement that incorporated English words was that of a gaming console in 1992 from Tiger Electronics. (Retro Games, 2017). Tiger Electronics was an American toy manufacturing company. (Wikipedia, 2017). In this advert, the toy being advertised is called ‘Tiger Cartoon’. It is a handheld console for children which allows them to play video games of their favourite cartoons. However, it is evident that some …show more content…

Italian advertisements have been prone to Americanisation in the 1950’s and 1960’s with the idea of promoting a contemporary and an American way of living to Italian society. The inclusion and appropriation of the English language has also been very prominent in the last few decades and is very prominent currently. This is also most likely due to the increase in use of social media in previous years, causing an increase in the circulation of advertisements on multiple platforms. Finally, some companies’ advertisements have tried to provide comedy by promoting their products at the expense of others. Although the advertisement used to showcase this was released over a decade ago, the lack of response from the company during its revival in 2016 is concerning. David Ogilvy described the art of advertising very simply,

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