Loaded words
Loaded words is a technique where one uses words that make feel a certain way. This advertisement from Levi’s is a perfect example of loaded words because it uses words such as “New World” and “Go Forth” for an effect. “New” is a word used when there is a fresh start, when something ‘new’ has begun, when something awaits. “World” is used to imply something vast, huge, something that needs to be explored. Because of these usages, by putting “New” next to “World”, a whole new emotion of freedom and excitement is created. The words, coupled with the lively photograph of a man running into the sea enhances the emotion of freedom. Additionally, the phrase “Go Forth” can also be found at the corner of the advertisement. All these characteristic compound on each other to create a poster with a wonderfully energetic vibrancy. While looking at this advertisement, one would only feel the energy while failing to notice that “Strike up for the new world” has no meaning and has nothing to do with jeans. Clearly, this advertisement has used loaded words to create an effective advertisement.
Citation:
Archambault, Erica. "Levi's Proclaims "We are all Workers" with Launch of Latest Go Forth Marketing
Campaign." www.levistrauss.com. levistrauss, 24/06/2010. Thur. 20 Feb 2014. http://www.levistrauss.com/news/press-releases/levis-proclaims-we-are-all-workers-launch-latest-go-forth-marketing-campaign
Citation:
Archambault, Erica. "Levi's Proclaims "We are all Workers" with Launch of Latest Go Forth Marketing
Campaign." www.levistrauss.com. levistrauss, 24/06/2010. Thur. 20 Feb 2014. http://www.levistrauss.com/news/press-releases/levis-proclaims-we-are-all-workers-launch-latest-go-forth-marketing-campaign