Jakobson’s Model in Advertising

In the realm of advertising, the art of communication transcends mere persuasion; it involves a strategic deployment of language and imagery to captivate, inform, and compel audiences. This essay examines an advertisement for Selvarossa wine through the lens of Roman Jakobson’s communication model. Jakobson's framework identifies several functions of language, each playing a pivotal role in how messages are crafted and received. In the context of advertising, these functions include the phatic, conative, referential, emotive, and poetic functions. This analysis will delve into how the Selvarossa campaign effectively engages these functions to create a compelling narrative and drive consumer action.

Referential and Emotive Functions

The referential function of language, according to Jakobson, is focused on conveying clear and explicit information. In the Selvarossa advertisement, this is achieved through the tagline highlighting the "red taste of life," which vividly evokes the richness and vibrancy associated with the wine. This phrase not only makes a direct reference to the wine's color and flavor but also metaphorically aligns the product with life's most thrilling experiences. By doing so, the advert sets clear expectations about the product, resonating with those who seek to indulge in the finer aspects of life, such as enjoying good wine.

Simultaneously, the emotive function taps into the audience's feelings. The advertisement employs both visuals and language to evoke universal emotions like love, passion, and well-being. The dreamlike setting of a thick forest, which nods to the wine’s Italian name, Selvarossa, creates an immersive experience. This atmospheric choice is not arbitrary; it strategically aligns the wine with notions of mystique and allure, drawing consumers into a sensory journey. By appealing to emotions, the advert not only informs but also builds an emotional connection, making the product more memorable and desirable.

Phatic and Conative Functions

The phatic function is crucial for capturing and maintaining the audience’s attention. In the Selvarossa campaign, this is achieved through striking audio-visual effects that emphasize the color red, isolating it to create a focal point that draws the viewer's eye. This technique, combined with direct address using second-person language, ensures that the audience feels personally involved in the narrative. The advert doesn’t just speak to the audience; it engages them in a dialogue, inviting them to become part of the story it tells. This phatic engagement is the first step in building interest and intrigue around the product.

The conative function is primarily concerned with persuasion. Here, the advertisement excels by using imperative language that encourages action. Phrases that urge the audience to "feel again" or "discover" the emotions tied to a glass of Selvarossa wine are not merely suggestions; they are calls to action. This strategic use of language transforms the advertisement from a mere presentation of a product into a catalyst for consumer behavior. By positioning the wine as a gateway to rediscovered emotions, the conative function is activated, effectively motivating potential buyers to act on their desires.

Poetic Function and Cultural Metaphors

The poetic function enriches the advertisement by adding layers of meaning through creative language use. The key phrase, "don't bottle up your emotions," serves as a dual metaphor. On one hand, it relates to the wine's container, while on the other, it invokes the cultural concept of humans as vessels of emotion. This clever wordplay not only reinforces the product's association with emotional experiences but also adds a layer of sophistication to the advert's messaging. By employing an idiom with dual significance, the advertisement resonates on multiple levels, appealing both to the intellect and the senses.

The metaphor of the human body as a container, as explored by linguists Lakoff and Johnson, further supports this narrative. Their work suggests that human beings are often conceptualized as containers of feelings, similar to how wine is contained in a bottle. This metaphorical alignment between the wine and human experience adds depth to the advertisement. It suggests that just as a bottle of wine holds extraordinary flavors, individuals, too, contain unique emotions and experiences, waiting to be uncorked and savored.

Conclusion

In conclusion, the Selvarossa wine advertisement serves as a masterful example of how Jakobson’s model can be applied to create a multifaceted and compelling narrative. By skillfully engaging the referential, emotive, phatic, conative, and poetic functions, the advert not only informs and persuades but also establishes a deep emotional connection with its audience. The use of cultural metaphors and rich imagery elevates the campaign, making it not just an advertisement, but a memorable experience. This analysis underscores the power of language and imagery in advertising, revealing how well-crafted messages can transcend mere information to inspire and move an audience. The Selvarossa campaign, therefore, stands as a testament to the enduring impact of strategic communication in the world of marketing.

Did you like this example?

264

11