Language of Advertising - Selling Foreign Language Film to American Audiences
Michaela Píchová
Mgr. Jana Pelclová, Ph.D.
AJ 22073 Language of Advertising
28 August 2012
Introduction
The wide use of advertising has created a special style of English – the advertising English. Its unique features and simple language separate it from other types of language. The advertising English must be compact, vivid, visual, emotional and most of all attractive. Because the function of advertising is to provide information, attract consumer and promise quality, the advertisers must pay special attention to it. In my essay I would like to take a closer look at advertising films. They have become such a huge part of our lives that I believe it is worth looking at the different strategies the companies use to attract potential viewers. Trailers or “advertisements for films” as they are also known have the difficult task to in no more than 2 minutes introduce the movie but not to spoil the story.
The first ever trailer has been shown in a U.S. film theatre in 1913. Ever since then they have come a long way. Now they have become the main event. Today’s news savvy audience awaits even a short one-minute teaser trailer almost as excitedly as the whole film. The marketing specialists try to keep the momentum surrounding a specific motion picture release going for as long as possible. Many trailers are even being tailored for a specific market. The true pioneers of this technique were the Weinstein brothers. With their distribution company called Miramax they brought many foreign-language films to the United States and advertised them with trailers made for the American audience.
Miramax
Miramax is one of the top independent motion picture studios. It was founded in 1979 by brothers Harvey and Bob Weinstein. The library of Miramax comprises of more than 700 films. The studio has reached its potential in the 90s and has been mostly associated with the distribution of the foreign language films. The Weinstein brothers have realised the huge potential of the
Mgr. Jana Pelclová, Ph.D.
AJ 22073 Language of Advertising
28 August 2012
Introduction
The wide use of advertising has created a special style of English – the advertising English. Its unique features and simple language separate it from other types of language. The advertising English must be compact, vivid, visual, emotional and most of all attractive. Because the function of advertising is to provide information, attract consumer and promise quality, the advertisers must pay special attention to it. In my essay I would like to take a closer look at advertising films. They have become such a huge part of our lives that I believe it is worth looking at the different strategies the companies use to attract potential viewers. Trailers or “advertisements for films” as they are also known have the difficult task to in no more than 2 minutes introduce the movie but not to spoil the story.
The first ever trailer has been shown in a U.S. film theatre in 1913. Ever since then they have come a long way. Now they have become the main event. Today’s news savvy audience awaits even a short one-minute teaser trailer almost as excitedly as the whole film. The marketing specialists try to keep the momentum surrounding a specific motion picture release going for as long as possible. Many trailers are even being tailored for a specific market. The true pioneers of this technique were the Weinstein brothers. With their distribution company called Miramax they brought many foreign-language films to the United States and advertised them with trailers made for the American audience.
Miramax
Miramax is one of the top independent motion picture studios. It was founded in 1979 by brothers Harvey and Bob Weinstein. The library of Miramax comprises of more than 700 films. The studio has reached its potential in the 90s and has been mostly associated with the distribution of the foreign language films. The Weinstein brothers have realised the huge potential of the
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