C2 · Lesson 295 · Spelling, media & street language (C2)
The language of advertising
See through ad copy: je-address, small print, weasel words, and slogans that became proverbs.
Grammar
How ads talk to you
- Most ads say je/jij, even those of banks and insurers: Ontdek het zelf. Profiteer nu! The imperative with nu, direct or alleen vandaag creates urgency.
- Read the small words: tot wel 70% korting = at most 70%, and only on some items; vanaf € 9,99 = that's the cheapest version; zolang de voorraad strekt / op = op = while stocks last; 1+1 gratis, 2e halve prijs.
- Sound sells: alliteration (Heerlijk, helder, Heineken), rhyme and puns. Comparatives often lack a point of comparison: Nog voordeliger! (than what?).
- Some slogans have become sayings. Wij van WC-Eend adviseren WC-Eend (from a late-1980s toilet-cleaner ad) is used for any biased, self-serving advice. Even Apeldoorn bellen (an insurer's campaign) means calling your insurance after a mishap.
| phrase | what it really means |
|---|---|
| tot wel 50% korting | up to 50%, on selected items |
| vanaf € 19,99 | the cheapest option costs that |
| op = op | while stocks last |
| 2e halve prijs | 25% off if you buy two |
| Wij van WC-Eend… | (saying) biased advice |
Vocabulary
12 new words
- de sloganslogan
- pakkendcatchy
- aanprijzento promote / tout
- de doelgroeptarget group
- de kleine lettertjessmall print
- op = opwhile stocks last
- zolang de voorraad strektwhile stocks last
- tot welup to (as much as)
- het huismerkstore brand / own label
- de sluikreclamecovert advertising / product placement
- de reclamespotcommercial (TV/radio ad)
- wij van WC-Eend adviseren WC-Eend(saying) biased, self-serving advice