Activity 7 page 240

1. Research a range of adverts for a product you are interested in and test Deutcher’s
theory of language change against the lexis used for the product. Assess, using
evidence, the effectiveness of the lexis used in persuasion to buy products.

This advert relies mostly on the image, this image is effective because:

- It shows an infinity pool which represents money and luxury which already
shows the customers they want to attract and the standard the hotel has
- This has a couple holding hands, this couple look like models and are very fit
which shows luxury, and elite statues
- The pool and sky match as they are both the same tone of blue which gives a
sense of calmness and relaxation
- The picture makes the hotel look emptier which shows costumers privacy,
calmness and peaceful environment

“Sometimes, the best place to walk is where everyone is running”

 -This sentence creates two different images, because it tells the reader to have
peace and calm in the middle of this chaotic environment.

2.  Look at the image of a 1920 advert for Raffles Hotel, in Singapore. With a partner,
identify any lexical, syntactical and semantic features which indicate the outdated

- levels of formality (‘patronised by royalty’, ‘best appointed’)

- lexis reflects outdated technology (‘electric bells’, ‘telegraph’, ‘steamers’)

- social changes – deferential tone suggests that guests book rooms rather than this
being essential

- third person address – no real connection between hotel and guest (‘visitors should
write’)

- font/layout – the advert is in black and white and suggests limited technology.

3. Compare the Raffles advert with the lexis, syntax and semantic content of a modern
hotel advert for the area where you live. What language features have changed?
Have any remained the same?

Outdated/changed language Hilton hotel Singapore

Levels of formality (‘patronised by royalty’, Use of superlatives (‘largest’, ‘best-appointed’)

‘best appointed’)

Lexis reflects outdated technology (‘electric Borrowed language for exotic and elegant
bells’, ‘telegraph’, ‘steamers’) impression (‘cuisine’)

Social changes – deferential tone suggests Modifiers (grand, marble)

that guests book rooms rather than this
being essential

Third person address – no real connection Assertions (‘renowned for its modern comforts’)
between hotel and guest (‘visitors should
write’)

Font/layout – the advert is in black and white Information (name and address)
and suggests limited technology
4. Look again at the theories of language change outlined in this unit. Suggest the
processes which may have taken place between the Raffles advert and the modern
advert you have chosen.S

Because this language is written, several ideas that apply to speech, like the random
fluctuation hypothesis, do not. In general, the loss of words with no use (like
"telegraph") would be consistent with Halliday's functional theory. The text cannot
be measured over time because it is not a piece of data, but it is likely that the S-
curve model will hold true because other hotels will soon offer "electric(icity)" in
their advertisements, much like "wifi" does today.