Corning versus Schott. Marketing, advertising and use of adjectives in press releases (PDF)

Seminar paper from the year 2020 in the subject English Language and Literature Studies - Other, grade: 2,3, , language: English, abstract: 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.