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TESCO - ‘Every Little Helps’Tesco is a grocery and general merchandise store in the United Kingdom. Tesco’s ‘every little helps’ is a smart and catchy slogan that can be used in various contexts. It leads the customer to think about what the slogan is implying. It is a modest slogan as it is not modelling them as the biggest and best, which can be appealing to many customers. ‘Every little’ is used in collocation with the lexical items money and prices. It hints that all their ‘little’ prices help the customer save money. Tesco’s company vision also states that they “depend on the health of the environment”. ‘Every Little Helps’ can also imply that the company is doing every little thing they can to help the environment – as seen through their sales of all raw and natural products. The use of ellipsis of a lexeme between ‘little’ and ‘helps’ as well as at the end of the sentence leaves what ‘helps’ open to interpretation. It gives ownership to the customer as they can decide what the slogan is implying. The slogan is a declarative in the present tense and although in the active voice, is missing the object and indefinite article. 

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TESCO - ‘Every Little Helps’Tesco is a grocery and general merchandise store in the United Kingdom. Tesco’s ‘every little helps’ is a smart and catchy slogan that can be used in various contexts. It leads the customer to think about what the slogan is implying. It is a modest slogan as it is not modelling them as the biggest and best, which can be appealing to many customers. ‘Every little’ is used in collocation with the lexical items money and prices. It hints that all their ‘little’ prices help the customer save money. Tesco’s company vision also states that they “depend on the health of the environment”. ‘Every Little Helps’ can also imply that the company is doing every little thing they can to help the environment – as seen through their sales of all raw and natural products. The use of ellipsis of a lexeme between ‘little’ and ‘helps’ as well as at the end of the sentence leaves what ‘helps’ open to interpretation. It gives ownership to the customer as they can decide what the slogan is implying. The slogan is a declarative in the present tense and although in the active voice, is missing the object and indefinite article. 

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Battle for Mosul: ISIL’s innocent victims

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Battle for Mosul: ISIL’s innocent victims

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http://www.aljazeera.com/indepth/features/2016/11/mosul-battle-isil-kill-161116072339648.html

This title has a referential function, with a secondary function to persuade intended audiences to continue reading the article. The target audience could potentially have a wide or narrow demographic: those interested in the topic of politics and the Middle Eastern war, which could encapsulate audiences of different ages.

The choice of lexes in a three-word construction ensures the verb ‘battle’ feels formal and elevated. The connotative flavour of the title, however, is negative.

The text has no tense and active voice and declarative mood is implied because no actual sentence type or structure can be indicated as no full stop is present. The two sentence fragments ‘Battle for Mosul’ and ‘ISIL’s innocent victims’, separated by a colon, have implicit referential connotations.

The term ‘battle’ can function as both a noun and a verb in this text. If the definitive article ‘the’ is ellipted from the term ‘the Battle for Mosul’, then the term ‘battle’ can function as a verb. Implied knowledge is required to fully understand the link between ‘battle’ and the initialism ‘ISIS’, standing for ‘Islamic State of Iraq and the Levant’. The collective noun, ‘victims’, combined with the pre-modifying adjective ‘innocent’ contrasts the negative connotations surrounding the noun phrase ‘Battle for Mosul’. �������|Lo

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Heineken refreshes the parts other beers cannot reach

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Heineken refreshes the parts other beers cannot reach

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Stated in the active voice, Heineken’s slogan serves to inform the reader that Heineken is a superior product over competitors. Via the use of a declarative slogan, the advertising agency endeavors to make a statement which claims that Heineken does things other beers cannot. The sentence fragment, ‘the parts’ possess grammatical ambiguity as there is no specific reference as to which parts Heineken beer refreshes that others do not. Hyperbole has been employed coupled with the use of overgeneralization to imprint a view in the reader’s mind that Heineken has an effect on your body which does not occur when another beer is consumed. Grammatical ambiguity has also been employed to prevent the reader from comprehending the ‘reach’ or extent to which Heineken beer surpasses competing brands. �Y�Y

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i'm lovin it
The fragment of a sentence I’m lovin’ it, starts with a contraction (I- from I am), and has used elision by reducing the ‘g’, this has added to the informal register of this text. The slogan has not included a capital letter at the start of the sentence and also no full stop. The reason as to why this could be is because it is used as a technique of delivering to their target audience and is a representation of their simplistic background. Their target audience would be people who are simple and who are not searching for a formal experience, rather a simple pleasant experience with an informal flavour to it. The slogan is left rather ambiguous and broad in order to identify that the “I’m lovin’ it” experience is different for everyone else. It is left ambiguous and broad to appeal to a wider audience.

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This slogan is associated with a hair coloring brand names Clairol with the function to entice and draw in readers into purchasing their hair product. The demographic for this product is to people wishing to colour their hair, predominantly females. This complex compound sentence with an interrogative sentence type is in the agentless passive voice and has an informal register. This is shown through the use of contractions “don’t” and multiple full stops next to each other. The semantics of this sentence is very ambiguous as the reader is not informed as to what the slogan is targeting.

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The passive voice imperative “have it your way” illustrates to the audience that their way is the only way while possessing a demanding connotation. The ambiguity of this imperative can be seen as a marketing campaign to outdo their competitors. This is evident within the first section of the sentence as (‘you must) has purposely been ellipted to further express its imperative characteristics. The use the modal auxiliary ‘have’ gives the imperative its power as it acts as a verb which demonstrates to the audience that they will accommodate to their customers’ desirers. Furthermore, they use the possessive determiner ‘your’ to represent all their customers. The overgeneralisation of the word ‘it’ can be seen as ambiguous as it is a 3rd person pronoun and gives limited information about whether ‘it’ is an abstract noun (their service) or a concrete noun (their food). This leaves customers wondering and confused about what ‘it’ actually is. xY��Z@q

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specsavers- should've gone to specsavers

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specsavers- should've gone to specsavers

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The slogan “Should’ve gone to specsavers” was put out by specsavers a low budget optometrist. It is a slogan that was used to captivate those wishing to save money on glasses. The company employs many different linguistic techniques to convey their message. This simple declarative sentence uses an active voice to support the informal register. This with the use of the contraction in the “should’ve” which also supports the informal register and is used to reduce the social distance between the company and the audience to make it more relatable. It also is used to help maintain face as it uses suggestive words rather than commands. This sentence is in past tense which is interesting as it is trying to convince people to do something of the future.

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The slogan/phrase from Cannon is an example of an imperative sentence that is relatively formal with the use of punctuation features such as a capital letter at the beginning of a sentence and full stop at the end. These features can signify that the product/company is aimed at advertising to a more mature audience rather than children that are roughly aged between 5-16. The slogan aims to persuade the consumer to try out and recognize the quality of the product for them self, ultimately placing them in control.

A noticeable feature in this slogan is the use of a pun, in relation to the verb ‘see’. See is both connected to a literal see (as in observe) and a seeing as in testing something and trying it out (in this case).

Another feature here is the use of passive voice as the subject “we” is placed after the verb “see” and the use of the pronoun “we” to portray the company cannon, but to also make the consumer feel involved and welcomed to try the product.

The words in this particular sentence create a short and sharp phrase that can be interpreted in a number of ways, through the ambiguity of the word “see”.

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“It’s[MC1] [MC2] finger lickin’[MC3] [MC4] good” (KFC SLOGAN)

KFC’s slogan serves to advertise/sell their fast-food restaurant. The slogan is purposely directed at a large demographic of people and is not confined to those who are of a high socio-economic status. The use of the contraction “it’s” and the elision of the ‘g’ in the lexeme “licking’ in the slogan lowers the register level and in doing so meets the linguistic capabilities of their target audience. In addition to these features, the consecutive use of the words “finger lickin’” gives the slogan a sort of syllabic patterning and rhythm which provokes an emotional reaction and creates a positive connection between the consumer and the company. Finally, the use of the contraction “it’s” (formally “it is” using the personal pronoun and verb) is ambiguous in the way that the identity of “it” is open to interpretation.

[MC1]Contraction

[MC2]Ambiguity

[MC3]Elision

[MC4]Syllabic Patterning & Rhythm �Qf��

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McDonalds slogan “im lovin it”, is a slogan aimed at their target audience that aims to show that the customer will love everything about maccas. It is a declarative fragment that is said in the active voice but is not a full sentence as it does not start with a capital letter or a full stop. The slogan tries to express to its target audience that you the customer will love it. With the use of ‘it’ it is ambiguous as it can refer to anything such as the food, the service, the convenience or the staff. The fragment is considered to be informal as there is a use of contractions such as I’m, another feature is that there is Ellison occurring as in ‘lovin’ the g has been dropped, this makes it informal and targets their target audience as they want it to be simple. .�P2�Ћ

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i’m lovin it is a sentence fragment which is in the active voice as the structure of the sentence is subject- verb- object, as the text does not use a capital letter at the start and a full stop at the end, the fragment cannot be classified as a sentence at all. The fragment is  declarative as a statement is being made. The use of a contraction of I am to ‘i’m’ and the use of an elision by shortening the word loving to ‘lovin’ creates a higher level of informality of the text which coincides with the nature of the service that McDonalds provides and provides a rhythm when the slogan is pronounced. The main function of the text is to inform that the food is able to be loved or in literal terms, able to be enjoyed with the personal pronoun ‘i’m’ being used as a reference to the majority of fast food eaters.

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The slogan for the company comparethemarket.com is ‘simples’. Comparethemarket.com obtain and compare quotes from participating brands for health insurance, comprehensive car insurance, travel insurance, life and income protection insurance, home and contents insurance, energy plans, roadside assistance products, home loans and credit cards. The audience of the company that will see the slogan ‘simples’ is anyone over the age of 18 looking for any type of insurance quotes. The function of the slogan ‘simples’ is to persuade and inform the audience of how easy the website or companies services are. Simples is a combination of two words, simple and as yet the ‘a’ has been ellipted, potentially becoming a neologism. Simples itself is an adjective describing the easy process/ service that they provide yet is quite ambiguous as there is no direct mention of what is 'simple'. Looking at the context surrounding the slogan the company’s ads include meerkats that say simples, this suggests that it is that easy and simple to use even meerkats can do it.

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This slogan is targeted towards a young Australian audience. This is evident through the use of informal language, as it appeals best towards the target groups. A contraction is used through the conversion of “i am” to “i’m.” This language technique, along with an elision that changes “loving” to “lovin” and the absence of a full stop and a capital letter at the start of the sentence contribute towards the overall informality of the text. The word “it” is deliberately ambiguous as it allows the audience to interpret it as they wish. It is in the active voice and pronouns are used to make a big company seem somewhat personal to the individual. ����#T����

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This slogan is associated with Metlink, a private company operating on public transport/ infrastructure in Melbourne/Victoria. As such, the target audience would be a fairly wide demographic: essentially anybody who is interested in the topic of transport. More specifically, it is geared towards customers whose day has been ‘impacted upon’ by the work that the company is conducting, which may or may not be leading to a lengthy delay. Its function is partly referential (there is progress occurring here) and partly instructional/ conative (you as the audience need to pardon them).
As contacted imperative with an alliterative quality, the onus is presumably on the customer to do the pardoning. Interestingly, there is no apology (sorry), no politeness marker (please) or pronoun plus auxiliary (you should) here. The choice of lexis in a three word instruction is obviously significant: the verb ‘pardon’ is a French borrowing and feels elevated/ formal. The abstract noun ‘progress’ has a nominalized feel and is similarly positive in terms of its connotative flavor; clearly, this this in with the function of the text which is essentially attempting to gloss over the inconvenience and celebrate the work being done. It might be argued that the juxtaposition of ‘pardon’ and ‘progress’ is oxymoronic but, as the bookends to the possessive pronoun ‘our’ they are indisputably alliterative and therefore catchy. Essentially, this text is a mantra, which offers no room for manouvre.

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Gillette - THE BEST A MAN CAN GET
This slogan is aimed towards men to persuade them to purchase a product for purposes suited only to men. The sentence is in the active voice which gives a level of simplicity to the slogan.  It employs a superlative to infer that is the ultimate product in the market, which is of course hyperbole as this statement is a matter of opinion.  The letters are in capitals which gives a slick feel to the slogan much like the blades are slick.  The subject is (it) which is implied.  The declarative nature of the sentence gives a factual and formal sense as though there are statistics to back up the claim that Gillette provides “the best” products. "Pk M��_��Ie�h