диссертация (1169453), страница 27
Текст из файла (страница 27)
The special fresh bread, very best expertsexactly say. It’s the idea of trying to get back away from just the mass produced just massproducing poor quality ingredients to try and get as many <неразборчиво> as possible,but instead saying: “ We actually do produce good quality, sandwiches in their own right”.Trying to appeal to that new market, I guess.-Do you think it will be effective?-I don’t, personally, but if I wanted a good sandwich, as they put it, I think that isquite instructive that they use the word sandwich, not the burger, cause burger hasconnotations which sandwich doesn’t …-What kind of connotations does it suggest?-Well, burger instantly suggests unhealthy, for the British audience. For American– as well.-That’s what I didn’t know, thank you.-…Whereas sandwich is very British, I don’t know if it is very universal across theEnglish-speaking countries or not.-I suppose it was even in Hungary, so I suppose it is international.158-Yeah-yeah, but, that’s the idea I get, that they are trying to sort of appeal..I don’tknow ..trying to portray the product in a more positive…more positive light, tointellectualized light in a way.
I think it’s a bit ridiculous…-Books…-Yeah, I think it’s a bit silly.Запись 10-Yes, look at all the elements, I mean the text here…there…here, logos, the pictureitself. And the question is the following: as you see, it’s advertising. What do you think,what’s the message the producer or the copyrighter wanted to put across?-No <неразборчиво>, but what they are saying is: “If you add Hellmann’smayonnaise to a turkey and everything else, you won’t have any leftovers, the dog’ s gota pitiful look to prove it.-Yeah, ok, ok, good.
Anything else?-That’s what comes first to me.-If you look at the …-<прерывает>…The REAL word as well. It’s Hellmann’s it is real, so is differentfrom somebody else’s. But the main thing is..-<прерывает>..What do they mean by this?-<неразборчиво> REAL?-Yes.-That it’s made with proper ingredients…correct ingredients.-OK. Why do you think they’ve decided to use this character?-<неразборчиво>, when they don’t know what to do with them and because theeyes are quite (pause)…piercing.
Sad. <неразборчиво>, hungry, starving, where is myfood? (смеется)-(Смеется)…and what does it mean in this case? What kind of idea do they want to…what message do they want to convey by presenting here this sad dog?-Just to reinforce the point that there’ll be no leftovers.-…but there must be a link to the product then. No leftovers…and..?159-Sorry, Chester...the dog’s called Chester..-…and ta-dah, Hellmann’s appears!-To me there is no logical link. They obviously think it is and I think: good luck tothem; but I would never connect the dog with that, I would probably connect the text andthe product…the dog .
For me it’s a little bit distracting, if I was honest.-Ok, ok.Запись 11-Good, this is McDonalds. Again, look at all the elements like logo, the messageand all the rest, text..-Yeah. McDonalds is quite <неразборчиво>It is very simplistic, it is very stylized.It’s trying to denote healthy food, so the same layering as the sandwich, but it’s makingit by using the text of the <неразборчиво>cookery books <неразборчиво>that it’sactually been cooked, produced in a correct way and it’s trying to get used to thinkinghealthy.-What about the words used here? Maybe here…-The very best of bread, Breads & Co.
I mean there is different text and people getbored looking down on it.-If you analyze the… different words used here, what do you think …-Well encyclopedias are well thought through, salads – healthy, Breads & Co. It isbigger than just a bread maker. The very best of bread…best…A hundred recipes. MeatNew Edition, it’s the latest meat, the latest whatever. Fire food, you know, it’s been framegrilled. A special book of cheese, you won’t just choose old Cheese from McDonalds.Complete Guide to tomatoes, so they’ve been searched around for hand-picked.
So, it’sall about the wording to include the<неразборчиво>the quality…and their qualitymethods-Cooking is not just like that - at the lowest level, but…-(<прерывает>) Yeah, <неразборчиво>the meat from proper producers, they’vegot, they’ve cooked it properly, not just plastic cheese, they’ve got good cheese. In reality160might be different, but …I think they are trying really hard to make you think they are ahealthy option.-And what does this word mean here?-That means, you are an expert, you wouldn’t choose <неразборчиво>so beef hasgot its customer as well…-Yes, it’s like the M.A….(смеется)-Trying to get posh, don’t they?-Yes, right.Запись 12-So it’s advertising of pasta, yeah?-Delicious pasta. So, we’ve got all these Riding hoods, running away with theirbaskets.
The wolf..-<прерывает>…oh, they are not running away, they are going down with theparachutes into…(смеется)-But they…I don’t…When you first see it, you know they’ve got parachutes andyou know that, because they’re coming down, but because it’s so <неразборчиво>goingup, you stick to be thinking…he is rather…. Oh, bring it down to me! <неразборчиво> Idon’t get it, really…-It’s funny – the way you explain it (смеется).161Запись 13-Look at this one.-Well, you look at the picture, you sort of, it’s really loving and cosy and the readerreally wants to touch someone and send them a letter.-Australia Post.-Yeah.
I think it’s a good one, because it’s sort of promoting letters really and theemotionsreallythatitcanevokeinsomebody,whentheyreceiveone<неразборчиво>them special and loved…Yeah, it’d probably encourage people touse post<неразборчиво>e-mail. You know, the text here is quite nice.-What makes you think so? What kind of elements?-Well, it’s sort of. It’s the writing, the’ve chosen a nice style of writing, it’s verypleasing to the eye. It’s a long letter, someone’s taken time, which<неразборчиво>tocare.
And don’t really need to read the words to be honest. It’s been written with care.It’s long. It’s detailed, it<неразборчиво>reaction in her. And it expresses emotions andobviously it’s a love one.-What about the figures?-It’s a man and a woman. So, yeah, perhaps you might think, well, it’s him writingto her and<неразборчиво>emotional connection between two of them, but notnecessarily, cause you can actually feel love without actually being involved in arelationship with somebody, it can actually make you feel good and – thank you, you’vecheered me up – it can be words whatever...it doesn’t matter what the words are. It’s madeher feel good.
Yeah, if you want to touch somebody.-It’s a kind of pun.-Yeah, exactly.-Double meaning.-Yeah, exactly.-Physically.-Yeah, yeah, it does, it touches emotions.-Ok.162Запись 14-I think that what they are trying to say is that the product is really like…good andtasty, so the dog wants some of it and they are saying “sorry, no leftovers only atChristmas, so the dog can have leftovers ...only one part…one time of the year.
Becauseit’s so tasty it’s only one part of the year, that he can have leftovers.-So, if you talk about the features of the product then it’s mainly “tasty”, “delicious”,right? Anything else about it? If you characterise it…maybe any other ideas…look here,maybe you’ll see some words which’ll help you.What does it mean – REAL – here? Whatdo you think?-REAL mayonnaise is like the best you can get, sauce, best product…-…and why is it the only mayonnaise for Christmas?-Probably because it’ the best quality mainly.-Ok, good, thank you very much.Запись 15-Take your time, I mean, if it’s needed.-I think what they are trying to say is that they have the very best quality bread, theylook into what salad they use in the salads. The tomato – I think they use the freshtomatoes…the same. And the same…with the special book of cheese, it’s top qualityagain.
And the new edition meat…I think what the’re trying to say is that it is processedwell, looked after well, and the same again with the bread – 100 recipes. Also at thebottom it says the M. A sandwich for experts. So, I think what the’re trying to say is thatit’s a delicious sandwich and it’s for people for like it and for people who have a goodtaste in food.Запись 16-I think what they are trying to show is that this brand has the best quality of clothesthat you can buy. This is clothes you can’t wait to wear, probably because of how theylook or…like how quality and cheap they are. And they are saying: “See the new summer163collection<неразборчиво>they bought out a new different look and it’s sayingthat...well, the swimwear looks good, because the advertising of swimwear here…Запись 17-I think what they are trying to show is that “smart listens to the head, stupid listensto the heart” and it has the brand “be stupid Diesel”.
Diesel is a clothes brand, so whatthey are trying to say is – listen to what you think looks good and not what your heart issaying or other people would think. So, what is trying to show is that….look at the bestquality you can buy and choose it over price, because they might say like “cheap isrubbish” and this would be good, because it’s good quality, it’s a designer brand and it’sshowing that some jeans <неразборчиво>and some yeah.-Well, if you look at these particular words, why do you think they use then hereand what do they mean?-I think it’s a good use there, because they are trying to say that you are clever tolisten to your head and you are like…stupid….you don’t choose the best that you canchoose when you listen to your heart. I don’t think they use it in the direct meaning.
Ithink they are just using the meaning just to <add an> emphasis to the phrase.-So what do you think about these people: are they smart or stupid according tothis…-…phrase..-…Yes.-According to that phrase they look quite smart.-..but the slogan?-“Be stupid”…they look quite stupid.Запись 18-I think, this is a good advert, because it’s saying “If you really want to touchsomeone…”. So, I don’t think, what it means is physically touching someone, I think itmeans emotionally touch…and it is advertising Australian Post. What I think it’s sayingis that sending them a letter is the best thing to do, so that they know they care for them,164whereas for the text it’s a lot more casual.
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