glittering generalities
McDonald’s is known for maintaining thorough advertising and marketing campaigns. They put a lot of effort in order to connect with the customers in a fun and exciting way. The picture above shows a delicious looking iced cafe mocha with the emotionally appealing phrase, “Creamy. Dreamy. Icy. Chocolatey.” The word, ‘Chocolatey’ is not even a proper word; yet, is used to draw one’s attention so that they will purchase their item. The connotation associated with the phrase is extremely positive, so the hope is that the customers will buy their product based on the advertisement. This type of technique is called Glittering Generality, using one’s positive feelings related with certain words to convince an audience to act, in this case, to purchase an item. This device makes the people to approve without examining evidence, suggesting that their Iced Mocha will always be highly pleasant to the taste.
Digital image. Renita's Corner. N.p., 8 Feb. 2013. Web.
<http://renitaputrinudya.blogspot.kr/2013/02/bahasa-iklan-1.html>.
Digital image. Renita's Corner. N.p., 8 Feb. 2013. Web.
<http://renitaputrinudya.blogspot.kr/2013/02/bahasa-iklan-1.html>.