Language and Advertising in Societal Context

N G U A G E A ND
LA E R T IS
D V IN
A In Societal Context G
Table of contents
Societal context in language and advertising
refers to how the broader social environment
influences the language used in ads and how
those ads are perceived by people. It involves
understanding and considering societal issues.
This could be things like people caring more about the
environment, or wanting to see more diversity in models.
The use of words and ideas that pertain to ongoing circumstances

in society.
Advertisers sometimes use exaggerated or untrue statements to
make a product seem better than it is.
The way models and actors are portrayed in ads can influence how
people feel about their own bodies.
Ads can reinforce stereotypes about race, gender, age, or other
groups.
The production and disposal of advertising materials can have a

negative impact on the environment.
Advertisers use a variety of techniques to influence our emotions
and decision-making.
Focuses on advertisements that may exploit children's vulnerability

or promote unhealthy behaviors.
A skincare commercial claims that their
product can reduce wrinkles by 90%
in just 60 minutes. However, the fine
print reveals that the statistic is based
on a small sample size and not
representative of typical results.
A fashion brand's advertisement features
models with highly unrealistic body
proportions and flawless skin, creating an
unattainable standard of beauty for viewers.
This can contribute to feelings of
inadequacy and low self-esteem among
those who do not fit the mold.
In a Dunkin' Donuts ad in Thailand, a
new "Charcoal Donut" is introduced,
featuring a rich, and dark-colored
donut. The ad featured a Thai woman
with stylized black hair and “blackface”
makeup. She was shown holding a black
donut with a bite out of it.
Advertising uses the power of language to shape
how we think, feel, and behave, while also
reflecting the current social climate.
in global context
Positive side: Ads can be effective at spreading

awareness about social issues on a global scale.
Negative side: There's a concern that some

advertisers might use social issues for their own
benefit, not for genuine advocacy.
A frame is a social framework and a mental schema that
helps people to organize their experiences. They are social
instruments that allow people to preserve a shared
interpretation of reality, their initial meaning expanded
from the individual to the communal, from the
psychological to the sociological sphere.
Erving Goffman (1974)

To frame, is to choose some features of a seen reality and
emphasize them in a communication text in order to
promote a specific issue description, causal interpretation,
moral judgment, and/or treatment recommendation for
the item in question.
Robert Entman (1993)

Robert Entman (1993)
Emotional Appeals:
Emotions play a big role (Kassarjian,
1991). Ads might use heartwarming
stories or images to connect with
viewers on an emotional level and
encourage support for a social cause..
Storytelling:
Research by [Escalas & Bettman,
2005] highlights the effectiveness of
storytelling in advertising, particularly
its ability to increase emotional
engagement.
Asking Questions”
Questions challenge viewers to pause,
reflect, and consider their own
perspective. Research by [Allen & Bryant,
2014] suggests that questions can foster
deeper processing of information
compared to declarative statements.
Social Trends:
Advertising taps into current events
and trends to appear relevant and
relatable.
Loss Aversion:
Studies by [Turilli & Donate-Pinzón,
2012] suggest that emphasizing the
negative consequences of inaction on
social issues can be a powerful
motivator.
Call to Action:
Effective social issue advertising often
includes a clear call to action,
encouraging viewers to take specific
steps to support the cause, such as
donating, volunteering, or advocating
for change.
Call to Action:
Effective social issue advertising often
includes a clear call to action,
encouraging viewers to take specific
steps to support the cause, such as
donating, volunteering, or advocating
for change.
Activism in Social Media:
With the advancement of social
media, things have changed. Now
with the click of a button you can
donate to your favorite charity, sign a
petition, or spread awareness through
a “copy & paste” post.
Activism in Social Media:
The term “slacktivism” has been used
to describe the disconnect between
awareness and action through the use
of social media.
Philippines advertising embodies a fusion of
diverse cultural elements, narrative prowess, and
strategic marketing approaches, serving to
captivate audiences through dynamic and
emotionally resonant messaging.
Emotional Humorous Celebrity
Storytelling Commercial Endorsement
the commercial reinforces prevailing beauty standards that prioritize
light skin as the ideal standard of beauty.
lighter skin is more attractive and socially acceptable, perpetuating
harmful beauty standards.
the implication of the commercial is that achieving lighter skin through

the use of skin-whitening products is desirable and can lead to social
acceptance and success.
normalizes the use of skin-whitening products as a means to attain
beauty, thereby perpetuating the popularity of these products within
society.
can exacerbate the societal pressure on individuals.
the representation of a family with diverse skin tones can foster a sense
of inclusivity and representation, highlighting the beauty of diversity
within families and society.
Imperative:
"For" serves as a directive, urging the audience to consider the product as a means to
achieve whiter skin.
positions the product as a solution or tool for achieving a specific aesthetic goal,
appealing to the audience's desire for lighter skin.
Verb/Adverb:
"whitens" describes the action performed by the product
"naturally" suggests that the whitening process is organic, gentle, or free
from artificial additives.
Glittering Generalities
The phrase "truly whiter skin" presents an idealized image of skin tone
without providing specific details or evidence.
The phrase "naturally whitens skin" presents the idea of achieving lighter skin
as a positive and desirable outcome without providing specific details or
evidence.
The societal issue addressed in this commercial is the decline in family bonding
and communication, particularly during meal times.
Negative Implications:
weakened family relationships
reduced communication between parents and children
negative impacts on the emotional well-being and development
of teenagers
Adverb/Verb:
The verb "ayaw" (do not want) is the main action in the statement, indicating the reluctance
or refusal of teenagers to participate in the activity of eating together with their family.
The adverb "madalas" (often) modifies the verb "kumaing" (eating), specifying the frequency
of the action.
Imperative:
to make the table talk happy or to make mealtime conversations
enjoyable.
the statement implies that positive and engaging interactions during
meals can improve family relationships and communication.
Plain Folks
provides practical advice ("gawing masaya ang hapag-kainan").
appeals to the everyday experiences and concerns of families.
Fear Appeals (Indirect)

implicit fear appeal in the statistic presented.
The idea that a significant majority of teens do not want to eat
with their families often might evoke fear
Real People, Real Stories
a true story of a young boy who is
handed as a baby to Agnes, a friend of
his mothers who unfortunately dies
from HIV.
the film ad shows Agnes bringing the boy up as she has to deal with prejudice and discrimination
as the boy grows up. Even the simple enjoyment of a birthday party is a trial for her as parents of
other children shun him. It’s the same lack of understanding and education we saw here when HIV
first surfaced.
The ad finishes with titles
announcing that the HIV is dormant
within his system, so he is able to
fulfil a lifelong ambition and attend
school with other kids his age. More
than just an ad about HIV. It’s about
the intensity of care and depth of
love a mother gives her child. Even
though the child is not naturally her
own.
Advertisements can mold and
reflect the daily lives of individuals
(Williamson, 1978)
Advertisements are unescapable
and pervasive
(Williamson, 1978)
and pervasive
(Williamson, 1978)
and pervasive
(Williamson, 1978)
and pervasive
(Williamson, 1978)
Advertisement as a form
of communication

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N G U A G E A ND

The use of words and ideas that pertain to ongoing circumstances

The production and disposal of advertising materials can have a

Focuses on advertisements that may exploit children's vulnerability

Positive side: Ads can be effective at spreading

Negative side: There's a concern that some

Erving Goffman (1974)

Robert Entman (1993)

the implication of the commercial is that achieving lighter skin through

Fear Appeals (Indirect)

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