The Prado At Balboa Park

The main purpose of the analysis is to focus on the structural component of the examined advertisement, taking into account also some stylistic aspects that could be considered as fundamental in order to catch the deep intent of the text.
That's why I began underlying the typical Genre Analysis components with the support of the most relevant Register Analysis elements like the presence of the so-called "lexical boost" and the precise choice of terminology.
Moreover I have also attached some pictures that can help step-by-step in the comprehension of this analysis.

Field
The advertisement offers the possibility to celebrate a special wedding-day in the sumptuous location of "The Prado at Balboa Park" with the collaboration of the "Cohn Restaurant group".
A detailed organization of the whole day is here offered: from the ceremony, to the luncheon and finally to the "entertaining" moment in the evening.
The situation created by the text is that of an unforgettable occasion.

Tenor
The participants to the action are couples of bridegroom and groom who are particularly interested in the celebration of a magnificent wedding in a fascinating ambiance.

Mode
The language used plays a fundamental role in the interpretation of the advertisement, with the support of "lifelike" and emotionally-impressive pictures.
As a consequence the channel is both written and visual and each of them cooperates in the creation of the final result.

In this advertisement "Lexical density" could be considered as a result to the richness of "packed information" and of "content" words like adjectives, adverbs and nouns. Let's take into account the detailed descriptions of the locations at the third page of the brochure:
Grand Ballroom:
"This elegant and unique ballroom features beautiful hardwood floors, a 27-foot high hand-stenciled ceiling, custom lacy chandeliers, skylights, a fully equipped theatrical stage and a bride's dressing room. (…)".

As we know, lexical density can be measured thanks to a simple operation: n° of lexical items/n° of ranking clause
The sentence is composed by just one ranking clause and of 22 content words and so, in this case lexical density is 22, which is a really high result for a short sentence like the one we have previously analysed.

We can make another example:
Alhambra:
"(…). Carpented floor, an open-beam ceiling and French doors that open to a private covered outdoor balcony overlooking the beautiful Casa del Rey Moro Gardens create a contemporary atmosphere".

N°of ranking clause:1 ; n°of lexical items: 16. Lexical density: 16/1= 16

Another example:
Casa del Rey Moro Gardens:
"These picturesque terraces accomodate up to 320 guests for a wedding ceremony. The multi-level terraces which feature historic fountains, reflecting pools, wishing well and beautifully landscaped gardens, have made this a premier wedding site for generations of San Diegans."

N°of ranking clause: 2; n° of lexical items: 23 . Lexical density: 23/2= 12 ca.

Using nominalization at a higher degree can lead to a text too dense as far as lexis is concerned and also extremely difficult to understand, especially for a non-specialist. But here every ambiguity is avoided even if the terminology is refined and sometimes too pompous: the main goal is to let the reader understand that he/she will benefit from the service only if the status is high and the financial possibilities can face this huge event.

Headline

In order to have a strong and effective impact on the potential customer in this service, the advertisement immediately puts an exclamation first: "perfection!", that is also surrounded by several pictures of the location and of couples, whose effect is the fact of being extremely eye-catching.

Perfection!

Targeting the market

The potential interested in the service offered belongs to a high social class also because the elegance and the charming location, represented by pictures, refer to a high-ranked status and social prestige. From this point of view, the sumptuous service is elitist and images (that seem to be taken from a film) convey this idea of target-segmentation.

Members2Members

Justifying the service

-The indication of the importance of the service is mainly based on the so-called "lexical boosts"; in fact they suggest you to choose The Prado because "Your wedding should be the most memorable day of your life" and for this reason they feel appropriate and prepared to take this huge responsibility. The aim is merely emotional and the given suggestions are emotionally-striking.

Detailing the service

  1. The identification of the product is a task assigned to the pictures; in fact they clearly determine the nature of the service.
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2. The value of the service is to be identified with words strategies and the choice of vocabulary. Using expressions like "blend the grace", "splendor", "picturesque" and also borrowings from French like "unique venue" and "hors d'œuvres" convey an idea of prestige, care for details and charm. Moreover we should take into account that the advertisement insists on the professional, convincing and experienced staff ("syhncronized").

3. The precious furniture is considered as an incentive for people who love being surrounded by a refined atmosphere and luxurious pieces of furniture : "full length table linens" , "gold Chiavarri chairs" and "porcelain China".

Establishing credentials

The establishment of credentials is not directly findable in this text, but we can infer from the given information that the experience could be read "between the lines" also because the advertisement insists on the competent and worldwide known staff, part of which is composed by celebrities:
-Award Winning Executive Chef Jeff Thurston

Solliciting Response

It is important in this advertisement because it is expressed using very polite words and almost "Old-English" language:
"Please call us at your earliest convenience", "Contact our professional staff to begin planning the wedding of your dreams".
At the bottom of the first page of the brochure there are precise information about the location and obviously the telephone number.

Response

Conclusion

As you can see the final step of my Analysis concentrates on the multiple representation that this kind of advertisement can show. For this reason I made a mixture between the two types of Analysis in order to reach the goal of "reading" a text as a WHOLE as Systemic Functional Linguistics (SFL) did with its in depth-approach taking contextual and structural aspects together into account.

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