In our recent English lesson we discussed texts with spoken elements. We collected a lot of examples and from these we have been asked to find trends.
One trend is that a lot of the texts use shortened/slang words. 'I'm lovin' it' by McDonalds is an example of this. The missing 'g' in lovin' gives the text its spoken element. Another example of this is 'Shop 'til you drop with no broadband limit' from a broadband advert. This shortened word gives a spoken element almost makes the adverts seem more friendly and enticing.
Another trend in the texts is that they often direct it at the person reading. The words 'you' and 'you're' are used a lot. 'Have it your way' and 'It will blow your mind' both by Burger King are written in second person, to make the person reading feel a bond with the company or product. Another example of this is 'Because you're worth it' by L'Oréal, again this makes the potential customer feel more of a connection to the company/product. This is called synthetic personalisation, meaning the company is trying to make a false relationship with the audience.
A final trend in the texts is using sounds within words. For example 'P-P-P-Pick up a penguin' by penguin chocolate bar. This repetition of the letter 'p' is eye catching and gives the text its spoken element. Another example of this 'They're bootiful' again this gives this text its spoken element by playing on words and sounds.
Good analysis - the shortening of words you are referring to is called 'clipping' (where the beginning or end of a word is clippped off). Can you quantify the data to find out which were the dominant techniques in the sample we collected? You could also explore the use of phonology (sound efffects) in more depth to tentatively establish how and why the phonological elements are included because of the GRAPE e.g. explore who Penguin bars are aimed at and why 'bootiful' turkeys might be better than 'beautiful' ones for food buyers looking for a brand they can trust.
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