AD Wörld | Hamilton Electric Watch

Analyzing Advertising Language and Syllabic Distortions

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SONGLINE: National Geographic

YER: Ad World, Wombatistan

aus terör, language recovery

0022 hamilton watchingz | 1:06 | 9 Dec 2020

This analysis examines the advertising language features in National Geographic magazines from the 1950s, with a focus on syllabic distortions. I converted one of these pages into an audio visual TV advertisement, building on a previous project about Tarana, which tackled similar issues with word pronunciation influenced by local dialects. This advertisement also featured foreign place names, creating another opportunity to freestyle.

This project was exploring the absurdity of language. It questioned what makes a watch «rugged» and why this characteristic can enhance a watch's status or value. The term «easy chair watch» is not a mainstream phrase that is used today, raising questions about why such terminology implied lower status compared to a contemporary watch. Additionally, the promotion of being «the world’s first electric watch» - prompted reflection on why a battery-operated device was considered remarkable at the time and it made me wonder whether some people were unimpressed at the time of it/s release.

The deliberate mispronunciation of «creator» aimed to demonstrate how orthography can impose phonetic structures from different paradigms, highlighting the evolution of language and the challenge of maintaining accurate pronunciation.

~ My Name Is Ayça, get used to it

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