Restaurant’s new advert tagline development sparks debate amongst Filipino grammar police


Few subjects provoke as a lot perfectionism—or is it simply pedantry?—however we not often see one in a serious advert marketing campaign for one of many largest firms on the earth.

Lately, a promotional advert for a quick meals restaurant’s rooster providing has drawn consideration from Filipino social media customers, because of its tagline noticed and filed underneath ‘grammatically incorrect’ by Filipinos.

The quick meals restaurant, famend additionally for its excessive caliber promoting, continuously defies requirements of what advertisements ought to appear like, with its creative campaigns. Nonetheless, on social media, folks couldn’t assist however argue concerning the grammatical development of their promoting slogan, “A lot malaki, A lot juicier, A lot crispier,” on their new billboard advert.

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In accordance with Abel Ulanday, INQUIRER.web’s Editor-in-Chief, the corporate’s advert slogan will not be grammatically right. “If the quick meals restaurant intends to explain its merchandise as filled with one thing extra, then that’s the phrase to make use of—extra juicy or extra crispy. If it’s only for comparative functions, then juicy, juicier, and juiciest needs to be sufficient,” he mentioned. “I think, although, that the restaurant intends to make the slogan extra catchy and common by doing simply that. It’s a advertising and marketing gimmick to attract extra consideration and controversy to the corporate and its merchandise. And I feel it’s succeeding and dealing,” he added.

An analogous opinion was expressed by Prof. Ma Lourdes Olegario, Language Director and English professor on the Nationwide College, who identified that the tagline is grammatically incorrect, adhering to the Prescriptive viewpoint. It appeared like combining the suffixes -er and far with the comparative and superlative levels of the adjectives. As to the descriptive perspective, the slogan employs non-standard grammar by combining the 2 languages of English and Filipino for stylistic impact somewhat than ‘grammaticality’, principally to attract in prospects.

Moreover, they emphasised that, in accordance with grammar textbooks or lectures, comparative adjectives could have the suffix -er added or preceded by “extra” or “a lot,” however superlative adjectives would have the suffix -est added or preceded by “most.”

“Advertisers are more and more utilizing “incorrect” grammar as a method to advertise their services or products. Often called “unconventional” or “non-standard” grammar, it goals to make folks pause and take note of the message being introduced. After all, the first aim of promoting is to seize folks’s consideration, and methods equivalent to wordplay, intentional grammatical errors, and the absence of punctuation, are efficient strategies for attaining this,” Prof. Olegario acknowledged. “When customers encounter incorrect grammar in commercials, they could initially imagine it to be a real mistake. Nonetheless, advertisers acknowledge it as an efficient strategy to enchantment to a youthful viewers,’ she went on.


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