Bikes!

Taken from a brochure advertising Raleigh bicycles, these descriptions exemplify advertising language.

1. Identify features of advertising language in this text, such as quantity and type of modifiers, punctuation, informality and how it is conveyed, vocabulary choice (semantic fields).

2. Discuss the choice of product name, its connotations and intended audience (use a dictionary to find the origin of the name).

3. Construct a model for this variety of language. You should describe all the main linguistic features evident in both names and descriptions (use of and type of adjectives, syntax and construction, choice of vocabulary etc). For reference see models for advertising language and estate agents' language.

4. Write a name and description for a bicycle suitable for a young man or a young woman aged 18-20. Consider all the features you have identified in your model of language.

The following extracts are names and descriptions of bicycles produced by Raleigh.

TOTALLY EXTREME

Wow your friends and shock the neighbours with the wickedest set of wheels on the block! We are talking wild! In trailblazing Flame Red and supercool Indogo Blue for that totally extreme look that's bound to get you noticed. With index system 6-speed derailleur gears and sensational state-of-the-art graffiti graph-ics. That crucial Custom fit rear wheel disc puts the Totally Extreme way ahead on style. It really causes a stir.

FIZZ

Fizz goes with a whizz, with fun styling. Fizzy fashion finish in Raspberryade Vapour with sparkling graphics. Everything to get litt!e girls bubbling over with excitement! Fizz has a scaled down action bike frame and handlebar, black knobbly tyres, chunky saddle and Gloss Black mudguards.

Also: BLITZ. STING, STREET WOLF, HEATHER, FLEUR, BLUEBIRD, POPPET, RAINBOW, DAISY, TIPPER TRIKE....

EVEN MORE EXTREME

It's wicked! The Even More Extreme has black discs and streetwise semi-slick tyres, black ATB bar and power cranks. With its even more extreme Neon Green paint, crucial Extreme splatter graphics and 6-speed index gears, boys of 7 to 10 can't choose a bike that has wilder looks and performance.

PRETTY EXTREME

Girls get seen on their exclusive extreme machine. Hey, sister! Here's the pretty extreme machine to match the boys! But girls aged 7 to 10 have their own style. In Raspberry Vapour and 6-speed index gears, a shade more feminine. But just as outrageous!

COURIER

This classic gents' city bike, stylishly finished in Deep Metallic Red with gold graphics it's a Raleigh in the finest tradition. Luxury, elegance and comfort are combined with an air of nostalgia. Courier has a unique, new lighting system for today's commuter's needs. The front light has a brighter, longer beam Halogen bulb as used on cars, and the battery-assisted rear light will activate even when stationary to ensure continued visibility to other road users. Comes complete with heavy duty luggage carrier and strap.

ALSO: CHILTERN, RECORD SPRINT, PRO RACE, RANDONNEUR, ROYAL TOURISTE, AMAZON, HOTFOOT, YUKON, HIGHLANDER...

AZURE

The state-of-the-art ladies' All Terrain Bike. Visually stunning Grape and Bright Yellow frame finish with fantastic "Indie" graphics. Express your individuality, on and off road.

MONTEREY

The dramatic Tyrian Vapour finish, a Raleigh exclusive, makes the Monterey feminine and fashionable. An All Terrain Bike designed to carry the female frame comfortably on and off road.

DE VILLE

For the lady about town, this hand-built city bike offers that special lightweight combination of liveliness and strength. Superbly finished in White with Deep Blue trim.

VOGUE

Young, free and single. Or simply young at heart! Vogue has been designed to get you noticed, with fashionable Mountain Blue and Cool Mint paintwork, set off by the crisp, white semi-rise handlebar. Beautiful Raleigh quality and value.

Refer to A Model of Advertising