Reflect the use of the linguistic system itself
Sociolinguistic Competence
: the knowledge of the sociocultural rules of language and of discourse.
Strategic Competence
: the verbal and nonverbal communication strategies that may be called into action to compensate for breakdowns in communication due to performance variables or due to insufficient competence
(Canale & Swain)
Source Factors
Attractive messanger (Attractiveness)
-Children’s pure and healthy appearance
Messanger in a same situation (Similarity)
-Parents having children, Instructors
Hide the intention of messanger
(Indirect Route)
-hide their purpose that profit-making
Background information about the campaign
Dutch brewing company
Founded in 1863 by Gerard Adriaan Heineken
Started to export to U.S in 1933
began to emerge as world-class beer in 1970s
Creative commercial campaign
Story telling rather than obvious intent
Advertising images rather than products
Targeting men and men’s concern
Message factor
Story telling: ea
Advantages: quickly written, sent, and stored; low cost for distribution
(장점: 빨리 쓰고 보내고 저장이 가능; 낮은 비용)
Disadvantages: Messages are easily and commonly misinterpreted
(메시지는 쉽게 흔히 왜곡)
Not appropriate for sending negative messages
(부정적 메시지를 보내는 것은 부적절)