How do Corning and Schott inform intended customers about their products? How do they influence the customer to purchase them? The two companies, both producers of glass and ceramics, one American, Corning, dating from 1851, and the other German, Schott, dating from 1884, have long commercial histories and have survived the forces of politics and economics as technological innovators. Each is internationally competitive in the field of cover glasses for portable electronic devises. Corning became dominant in this field as the developer of Gorilla Glass which has been used by Apple in the iPhone since 2007. Schott entered the cover glass market in direct competition with Corning in 2012.
Schott, experienced with the production of ultra-thin glass (UTG) since the 1990’s, released its UTG products under the Xensation brand name, Up, Flex, and 3D. Marketing and advertising play vital roles in this process. The importance of language in marketing and advertising messages will be described and brand names and brand name slogans will be analyzed from a linguistic perspective. The impact of 1.5 billion World English speakers on Corning and Schott advertising messages, a term referring to the language and images used in any form of advertising will be considered. Companies use press releases to better inform customers about their products by providing greater details about the products.
The analysis of the press releases will focus on the adjectives used as modifiers by Corning and Schott in a small case study. The focus on adjectives is important because adjectives distinguish the product, carry the most meaning about the product and can be used to create a positive image about the product for the intended customer. It is difficult to draw a representative conclusion based on the scope of the case study as only a small number of press releases were examined. However the analysis does reveal the values and attributes that each company attempts to communicate about their product. This paper will propose that Corning’s usage of adjectives differs from Schott’s usage of adjectives.
Table of Contents
- Introduction
- Theoretical Background
- The importance of marketing and advertising:
- Why English? The significance of World English in advertising:
- Methodology: Theoretical Framework
- Analysis of Brand Names and Slogans:
- Analysis of Press Releases:
- AntCore
- 1GermNet
- NRC Emotion Lexicon Emotions and Adjectives:
- Corporate and Brand Name Slogans – Advertising Language and Image Strategies
- Analysis: Description and Linguistic Features
- Description - Figurative Language
- Linguistic Features in Press Release:
- Phonological Analysis
- Lexical and Syntatic Analysis of Slogans
- Analysis: Description and Linguistic Features
- Press Releases and Adjectives - Advertising Language Strategies
- Analysis of Press Releases - Data:
- AntCore analysis, Appendix I, Tables 1 – 8:
- 1GermNet analysis, Appendix II:
- NRC Emotion Lexicon - Emotions and Adjectives Analysis, Appendix III:
- Analysis of Press Releases - Data:
- Comparison:
- Conclusion:
- Resources
- APPENDIX 1
- Appendix II
- Adjectives in Press Releases
- 1 GermNet Analysis of Top Ten Adjectives in Press Releases
- Adjectives in Press Releases
- Appendix III
- NRC Emotion Lexicon Analysis of Top Ten Adjectives in Press Releases
Objectives and Key Themes
This study aims to examine the linguistic strategies employed by Corning and Schott, two prominent glass and ceramics companies, in their advertising campaigns. It focuses specifically on the use of brand names, slogans, and adjectives in press releases to understand how these companies position themselves in the global market and communicate their products' attributes to a diverse audience.
- The significance of marketing and advertising in shaping customer perceptions and influencing purchasing decisions.
- The role of World English as a global lingua franca in advertising and its impact on Corning and Schott's communication strategies.
- The analysis of brand names and slogans from a linguistic perspective, exploring descriptive and phonological, lexical, and syntactic features.
- The examination of adjective usage in press releases, comparing Corning's and Schott's communication styles and their underlying values.
- The influence of cultural and linguistic diversity on advertising strategies, particularly in the context of World English.
Chapter Summaries
- Introduction: This chapter introduces the study's context by focusing on the rivalry between Corning and Schott in the cover glass market. It highlights the importance of marketing and advertising in influencing customer perception and outlines the study's objectives.
- Theoretical Background: This chapter explores the critical role of marketing and advertising in shaping brand identity and customer engagement. It discusses the significance of World English as the dominant language of global business and advertising, examining its impact on communication strategies.
- Methodology: Theoretical Framework: This chapter outlines the analytical frameworks used to examine brand names, slogans, and press releases. It describes the descriptive and linguistic features analyzed, including phonological, lexical, and syntactic characteristics.
- Corporate and Brand Name Slogans – Advertising Language and Image Strategies: This chapter delves into the analysis of brand names and slogans, focusing on their descriptive and linguistic features. It examines the role of figurative language and the impact of World English on advertising strategies.
- Press Releases and Adjectives - Advertising Language Strategies: This chapter presents the analysis of press releases from Corning and Schott, focusing on the usage of adjectives and their implications. It examines the data collected from AntCore, 1GermNet, and NRC Emotion Lexicon, analyzing the top ten adjectives and their associated emotions.
- Comparison: This chapter offers a comparative analysis of the linguistic features and advertising strategies employed by Corning and Schott. It examines the differences and similarities in their use of brand names, slogans, and adjectives, highlighting the impact of their respective communication approaches.
Keywords
This study revolves around key concepts such as marketing and advertising strategies, brand names, slogans, press releases, linguistic analysis, adjectives, World English, and cultural diversity. It examines how Corning and Schott leverage these elements to communicate their products' attributes and differentiate themselves in the global market.
- Arbeit zitieren
- Julian Kleemann (Autor:in), 2020, Corning versus Schott. Marketing, advertising and use of adjectives in press releases, München, GRIN Verlag, https://www.hausarbeiten.de/document/1301211
