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A Study Of Language Of Advertisement
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In persuasive advertising, appeal is made to the emotion or reason of the target audience. This is achieved by using language skillfully so as to influence the behaviour of the audience by making him believe that advertised product is the best among equals. When this remarkable feat is achieved, the influenced audience goes to patronize the product. Advertising welcomes appeals. Words are highly economized in advertisement due to advertisers’ want to reach their audience within the shortest time and space available. Nonce form or neologisan is equally used. Advertisers sometimes form words for the purpose of advertising that product, so that advertisement can be epitomized and catchy.
The use of linguistic parallelism is another feature of advertising. According to Yankson (1987:14) linguistic parallelism is the use of pattern repetition in a literary text for a particular stylistic effect. Parallelism operates at all three levels of linguistic organization. At the phonological level pattern congruity may take the form of alliteration, internal or end rhyme or stress isochronicity in two or more structures. At the semantic level lexical items that occur in the same paradigm (or belong to the same grammatical category) may be related either synonymously or antonymously. The structures are syntactic equivalents when they have similar patterns like NP, + VP + NP2 (or SVO), structures may also be marked as equivalents when they are initiated by the same lexical item, for instance, by a wh-question form or by a comparative marker like “As†or by an adverbial like “perhapsâ€. We can also say that two or more structures are equivalent by virtue of the fact that they express the same proposition.
2.1 Language of Advertising
According to (Crystal 1995:390) “advertising relies almost totally on the use of languageâ€. The art of writing and selling messages in advertising is called copywriting. The effectiveness of an advertisement depends on the ability of the copywriter to manipulate the language system to suit his purpose. A message that can be quickly read and easily understood is more likely to be read by people. If an advertisement fails to provoke the desired feeling, interest or desire in the mind of the consumers. It has failed and the money and time spent on it are wasted. So, an efficient advertiser uses all available means to reach the consumers.
Advertising is a specialized form of communication which has two major constraints; time and space, imposed upon it. This makes its stylistic pattern unique, though it draws from the common core of the language in which the advertisement is made. In the words of Jefkins (1994:116) “the writing of advertisement copy is a special skilled kind of writing and has a style utterly different from that of a book, poem, article, short story or news reportâ€. As a form of business communication, what matters most in advertising is the ability of the advertiser to pass his message instantly. Hatch (1983:11) rightly observes that “business messages are written not to edify future generations of mankind, but to meet the immediate needs of here and now situations. The time scale in business differs from many other settings and that makes the message differentâ€. An advertiser sees himself as somebody in a business setting who talks nothing but business and dispatches his business instantly. Also, as a form of mass communication, the language must be used with care so as to achieve the desired effect. It must be clear and straight to the point. As a result of these, advertisers are more interested in passing their message across to their audience than in any other thing. The sole aim of an advertiser is to disseminate a given message in the twinkling of an eye. Commenting on this (Jefkin 1994:15) says that “advertisements are not only studied in detail, but are glanced at, seen in passing, or seen on television or heard on the radio very briefly. The message must have instant impactâ€. One way to convey a message quickly is to use a jingle or a slogan. (Ikeme 2004:61) For example:
Safety on wheels – labour mass transit.
Always better for cooking – life vegetable oil.
Takes good care of you – British Airways
The language of advertising is rich in positive, unreserved statements used to highlight the good qualities of a product.
Examples:
Saclux Paint – High quality emulsion paint
Lipton Yellow Tea – No other tea is quite like Lipton.
Compound words are also used extensively in advertising to portray the degree of distinctiveness of the product advertised as opposed to many of its kind available in the market. Examples, ‘long –lasting’, ‘extra power’, ‘super drive’ and many others are common in advertising. Furthermore, single words, phrases, clauses, simple sentences and fragments are all acceptable structures of the language of advertising.
In conclusion, advertising is a non-personal form of communication and communication involves language. So, language is a vehicle for advertising language is used to perform so many different activities in the society. Therefore, it brings about the variations in language use. The language used by advertisers is different from the one used by the bar and the bench. Advertisers send across their message to their target audience using colorful and unique words, phrases, clauses, simple sentences and even sentence fragments.
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ABSRACT - [ Total Page(s): 1 ]Advertising is one of the means through which marketers or manufacturers convince buyers to patronize their products. It involves the dissemination of information about products, services, ideas e.g from advertisers to the public in a short time and space. There are different kinds of advertising but this research work will focus on retail advertising. This work examines the meaning and features of advertising and by using the descriptive approach. Audio tapes were collected from selected media ... Continue reading---
APPENDIX A - [ Total Page(s): 4 ]APPENDIX 5 Political Advert Jingle: 1. Ọ gà –ème hÄ viam n’anya Ọ gà -ème hÄ viam n’anya Peter Ã’bi gà -à chikwa ÅzŠỌ gà –ème hÄ viam n’anya. APPENDIX 6 Andrews Liver Salt 1. 1st man: Nnà à anwụá»la mụ o ! Afá» á»rụrụ ekwèghị m hụ ụzá» taÄ bụ èzùmike m 2nd man: Afá» ... Continue reading---
TABLE OF CONTENTS - [ Total Page(s): 1 ]AbstractTable of ContentsChapter One Introduction 1.0 Background of Study1.0.1 Brief History of Advertising1.0.2 Kinds of Advertising1.0.3 Advertising Media1.1 Purpose of Study1.2 Significance of Study1.3 Scope of Study 1.4 Area of Study 1.5 Limitations of Study1.6 Convention Used1.7 Data Collection1.8 Data Analysis Chapter Two 2.0 Review of Related Literature2.1 Language of Advertising Chapter Three 3.0 The Analysis of Radio Advertisements and Jingles3.0.1 Hyperbole3.0.2 Personification3.0. ... Continue reading---
CHAPTER ONE - [ Total Page(s): 2 ]INTRODUCTION 1.0 Background of Study Advertising is one of the tools of public communication. Advertising is essentially a persuasive means of communication task to reach a defined audience in a given form of non-personal presentation and promotion of ideas, goods and services. Advertising has become a part and parcel of man’s life in society. Every linguistic setting has peculiar language items that are acceptable and appropriate to it. This is also applicable to advertising. It would be ... Continue reading---
CHAPTER THREE - [ Total Page(s): 4 ]3.0 THE ANALYSIS OF RADIO ADVERTISEMENTS AND JINGLES The data will be analysed based on the linguistic devices used in the language of advertising. Its connotative meanings will be discussed equally. The devices to be dealt with include figurative language like hyperbole, personification, onomatopoeia, simile, alliteration, repetition. There are other devices like idiomatic expressions, rhetorical question, style, appeal, economy of words and nonce form etc. These devices will be illustrated usi ... Continue reading---
CHAPTER FOUR - [ Total Page(s): 1 ]OBSERVATIONS, RECOMMENDATIONS AND CONCLUSION 4.1 Observations Man uses different styles of language to perform various functions in the different spheres of life. The style that is acceptable in one area tends not to fit in another. So, every profession has its own unique language. Advertising is not an exception. In advertising specialized terminologies enable advertisers to sell the products, services or ideas being advertised to the public. Advertising is carried out via the print a ... Continue reading---
REFRENCES - [ Total Page(s): 1 ]References APCON (2002). Principles and Practice of Advertising. Lagos: NELAG & Co Ltd. Bovee, C.L. & Arens W.F. (1994). Contemporary Advertising. New York: Richard D. Irwin Inc,. Crystal, D. (1995). The Cambridge Enyclopedia of the English Language. U.S.A: Cambridge University Press. Dale .W. (1994). The World Book Encyclopedia. London: A Scott Fetzer Company. Dominick M. (1990). The Dynamics of Mass Communication. New York: McGraw –Hill Companies Inc. Emblen, K. and Dresner D, ( ... Continue reading---
