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
1. Introduction
2. Theoretical Background
2.1 The importance of marketing and advertising:
2.2 Why English? The significance of World English in advertising:
3 Methodology: Theoretical Framework
3.1 Analysis of Brand Names and Slogans:
3.2 Analysis of Press Releases:
3.2.1 AntCore
3.2.2 1GermNet
3.2.3 NRC Emotion Lexicon Emotions and Adjectives:
4. Corporate and Brand Name Slogans – Advertising Language and Image Strategies
4.1 Analysis: Description and Linguistic Features
4.1 Description - Figurative Language
4.2 Linguistic Features in Press Release:
4.2.1 Phonological Analysis
4.2.2 Lexical and Syntatic Analysis of Slogans
5. Press Releases and Adjectives – Advertising Language Strategies
5.1 Analysis of Press Releases – Data:
5.1.1. AntCore analysis, Appendix I, Tables 1 – 8:
5.1.2. 1GermNet analysis, Appendix II:
5.1.3 NRC Emotion Lexicon - Emotions and Adjectives Analysis, Appendix III:
6. Comparison:
7. Conclusion:
Objectives & Core Themes
This study explores the linguistic strategies employed by the glass manufacturers Corning and Schott in their advertising and press releases. By analyzing brand names, slogans, and the usage of adjectives, the research investigates how these companies differentiate themselves in a competitive global market, specifically focusing on the influence of World English and the effectiveness of brand image construction.
- Linguistic analysis of brand names and slogan construction
- Comparative analysis of adjective usage in corporate press releases
- Examination of World English influence on advertising communication
- Evaluation of figurative language and phonological features in branding
Excerpt from the Book
4.1 Description - Figurative Language
“In description, figurative language appeals to the imagination, creates mental pictures and makes the linguistic expressions impressive and intriguing” (Torto, 2016, p.49). Corning’s company slogan is ‘Discovering Beyond Imagination’. It is a statement which combines the sense of sight, physically seeing, and vision, the ability to look ahead and beyond what is to what can be. It is meant to create a mental image of innovation without limits. In comparison, Schott’s company slogan, ‘glass made of ideas’, appeals to the sense of touch, glass is solid and tangible. Schott distinguishes itself from Corning by focusing specifically on glass innovation and creating a mental image of expertise.
Summary of Chapters
1. Introduction: Outlines the competition between Corning and Schott in the cover glass market and defines the study of linguistic advertising strategies.
2. Theoretical Background: Investigates the significance of marketing strategies and the role of English as a global lingua franca in corporate communications.
3 Methodology: Theoretical Framework: Explains the analytical tools used, including AntCore, 1GermNet, and the NRC Emotion Lexicon for evaluating linguistic data.
4. Corporate and Brand Name Slogans – Advertising Language and Image Strategies: Analyzes the sensory and linguistic qualities of brand slogans through phonological and lexical lenses.
5. Press Releases and Adjectives – Advertising Language Strategies: Details the empirical data gathered from press releases to compare adjective frequency and intent between the two companies.
6. Comparison: Contrasts Corning’s nature-based branding with Schott’s technology-centric, World English-oriented approach.
7. Conclusion: Summarizes findings on branding success and suggests that Schott’s adaptation to global English environments distinguishes its strategy from Corning.
Keywords
Corning, Schott, Brand Names, Advertising, Slogans, Press Releases, Adjectives, World English, Lingua Franca, Linguistic Analysis, Figurative Language, Corporate Identity, AntCore, 1GermNet, Emotion Lexicon
Frequently Asked Questions
What is the fundamental focus of this research?
The work examines how the two leading cover glass manufacturers, Corning and Schott, use language, brand names, and slogans to influence customers and differentiate their products in the global market.
What are the central thematic fields?
The study centers on corporate communication strategies, the role of World English in international advertising, and the comparative analysis of linguistic features such as adjectives and figurative language.
What is the primary research objective?
The primary goal is to analyze how the differing linguistic choices of Corning and Schott—such as their usage of adjectives in press releases—serve their distinct corporate branding and market positioning objectives.
Which scientific methodology is applied?
The author uses a qualitative and quantitative linguistic framework, employing software tools like AntCore, 1GermNet, and the NRC Emotion Lexicon to categorize and statistically analyze lexical choices.
What topics are covered in the main section?
The main sections cover the theoretical importance of advertising vocabulary, detailed linguistic analyses of slogans (phonology and syntax), and a comparative study of adjective frequency in press releases to infer corporate values.
Which keywords characterize this paper?
Key terms include brand names, advertising, press releases, adjectives, World English, corporate identity, linguistic analysis, and specific methodology tools like the NRC Emotion Lexicon.
How does Corning’s branding strategy differ from Schott’s?
Corning relies on established, nature-derived imagery and familiar brand terms, whereas the newcomer Schott utilizes neologisms and multi-cultural imaging to challenge the established market leader.
What role does the NRC Emotion Lexicon play in the analysis?
It is used as a research instrument to determine if the adjectives chosen by the companies possess an identifiable emotional value intended to influence consumer response, though the results indicated limited success in this specific case.
- 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
