Development of tractor advertisements

Since the end of the ХХ century a mental world of people has been trasformed. A person is obligatory a member of the certain social group, a member of the national linguocultural community, which means that his or her behavior (including communicative) and activity (including language) bear the national cultural inflection. National language mentality can become apparent not only in specific vocabulary but it is also represented in advertising texts. Advertisement (ad) has a cultural value as it it is able to model people’s mentality according to targets and needs of an advertiser and to change customs and social norms during a short period of time.

Advertising text is a specific kind of a text. It is a carrier and exponent of the information the author implies; it realizes some intention which translates information for acheaving a certan purpose. An advertising text must be short to the limit, noticeable and expressive, in other words – successful.

According to George Lakoff and Mark Johnson, ‘The concepts that govern our thought are not just matters of the intellect. They also govern our everyday functioning, down to the most mundane details. Our concepts structure what we perceive, how we get around in the world, and how we relate to other people. Our conceptual system thus plays a central role in defining our everyday realities. If we are right in suggesting that our conceptual system is largely metaphorical, then the way we thinks what we experience, and what we do every day is very much a matter of metaphor.’ But our conceptual system is not something we are normally aware of. in most of the little things we do every day, we simply think and act more or less automatically along certain lines. Just what these lines are is by no means obvious. One way to find out is by looking at language.

Metaphors can apeal to various subjects. They give various metaphoric models of a tractor and attract our attention to different aspects of our mental experience.

The metaphor ‘a tractor is a bull’ (a slogan ‘Ride them’ (Mahindra) and a trademark (Lamborghini)) illustrates the idea of a tractor as a powerful creature. The metaphor ‘a tracor is a power’ is illustrated by ad slogan ‘Here’s power for everybody’ (International Diesel Tractor) or ‘Power for the nationn’s arms, power for the nation’s farms’. The slogan: ‘Lamborghini Range: rationality and emotion’ implies the metaphor ‘a tractor is a powerful beauty. Professionals choose Lamborghini tractors for two basic reasons: its advanced technology and the good looks assured by its elegant and exclusive styling). Sometimes advertisement appeals to a most unexpected metaphors. As ‘a tractor is my love’ in the slogan ‘I have two loves in my life… I married one and I mow with the other’ (John Deere Lawn Tractor Ad, 1996) or ‘a tractor is a life-savior’ (Caterpillar: ‘Systems to completion without delay. Let’s get it finished. Before more lives are’).

Lamborghini tractor’s ad: again a bull

This is a 1996 John Deere Lawn Tractor Ad

Not many people know that Lamborghini is building tractors as well, actually that’s how they started! Here’s a great ad for Lamborghini tractors which won silver in Cannes. Lamborghini Range: rationality and emotion.

Professionals choose Lamborghini tractors for two basic reasons: its advanced technology and the good looks assured by its elegant and exclusive styling. Whether you’re guided by rational or emotional considerations, in the end it makes little difference!

3. Discuss the text in the group.

4. Develop a conception of a device (materials are provided by the teacher).

Тема 6

Обговорення умов контракту. Форми оплати. Умови постачання. Гроші. Платіжні документи. Міжнародні комерційні правила „INKOTERMS”. Складання листа-замовлення.

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