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The Role Of Advertising In Promoting A Product
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FEATURES OF ADVERTISING
Kannan and Tyagi (2013) identified some features of advertising which are;
I. Paid form: Advertising is always a paid form of communication and hence commercial in nature. Thus, advertising can clarify to be distinguished from publicity which is not paid for by the sponsor.
II. Non-personal presentation: Advertising is a non-personal presentation. Whatever the form of presentation, advertising is always directed to a mass audience rather than to any individual. At times, e-advertising message may give the impression of a personal appeal. However, all the sensations are non-personal in nature.
III. Sell or promote ideas, goods and services: Advertising is aimed at promoting and selling not only tangible and physical goods, but also ideas and services. Most often services like banking and insurance which are sold through advertising. For example, Posts and Telegraph Department advertises to promote the use of PIN CODE for fast delivery of letters. The scope of advertising is wide and designed to sell not only goods but services and ideas also.
IV. Identified sponsor: Advertising always has an identified sponsor. In other words, advertising discloses or identifies the source of the opinions and ideas it presents. On the other hand, the sponsor for publicity or propaganda can remain anonymous.
V. Inform and persuade: Advertising usually informs the potential consumer about products and services, their benefits and utilities. It also persuades the consumers to purchase such products and services.
2.3.1 THE LANGUAGE OF NEWSPAPER ADVERTISEMENT
Advertising, like every other field or discipline, has a language of its own, very often it does not follow the grammar or logical rules of the everyday language. It is a kind of language that functions and familiarizes itself with the context in which it is used(Robert, 2013). Disciplines such as law, Journalism, Arts and Humanities etc. Have kinds of languages peculiar to them such that the linguistic features employed directs one to know the field that such language use belongs. This clearly shows the inevitable power of language and its capacity to influence people and their behaviours (Robert, 2013).
Language has a powerful influence over people and their behaviour. This is especially true in the fields of marketing and advertising. The choice of language to convey specific messages with the intention of influencing people is vitally important. Visual content and design in advertising have a very great impact on the consumer, but it is language that helps people to identify a product and remember it (Kannan and Tyagi, 2013).
Advertising texts are of great value for the analyses from linguistic, sociological, sociolinguistic, psychological, ethnologic and last but not least marketing point of view (Lapsanska, 2006). Linguists are interested in language of advertising because they want to know how particular language works in this type of discourse, which linguistic means are used here and how advertising language is changing in the course of time(Lapsanska, 2006). Sociologists may be interested in the fact, how advertising influences the values, attitudes and behaviour of the society. Marketing experts and advertising agencies are interested in the language of advertising to find the tricks how to make advertising more effective (Lapsanska, 2006).
On the other hand, sociolinguists may study the effects of any aspect of society on the way language is used in advertising in the course of time. Psychologists may try to examine the effect of the advertising on human mind and motivation to fulfill material and social needs (Lapsanska, 2006).
The language of advertising normally is very positive and emphasizes why one product stands out in comparison with another (Robert, 2013). It could be assessed from different areas of stylistic analysis such as: to compare and contrast language use in select newspaper and magazine; discover what linguistic features are used and why these linguistic features are used instead of others. Precisely, this paper evaluates the manner in which language is used graphologically and lexically to achieve certain objectives and goals in the field of journalism particularly in advertising (Robert, 2013).
Advertising language may not always be "correct" language in the normal sense (Kannan and Tyagi, 2013). According to Broom (1978) as cited in Robert (2013), the language of advertising is targeted at the audience’s ability to decode the message in the advert therefore the advertiser does not bring to bear his level of sophistication when using language in advertising.
Language in advertising has a peculiar form (Ezejideaku, and Ugwu, 2010). Many factors predispose the copywriter (i.e. one who writes advertisements) to choose his vocabulary. This, in some sense, implies that the copywriter does not have a free flow of lexical items. Leech (1966) as cited in Ezejideaku and Ugwu(2010) identified four basic characteristics necessary for successful advertising. These are:
1. Attention value: this refers to the unorthodox use of language to provoke the consumer’s attention and curiosity by presenting something surprising and unexpected. This can be achieved by unconventional behaviour, linguistic or otherwise.
2. Readability: the copywriter must make his message easy to grasp and assimilate.
3. Memorability: an advertisement gains nothing unless the name of the product is remembered. In fact, it is desirable that part of the linguistic message should be memorized. This includes brand names, slogans, key phrases, snatches of song, etc.
4. Selling power: one of the most striking features of the grammar of advertising is an extreme infrequency of imperative clauses, etc.
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ABSRACT - [ Total Page(s): 1 ]ABSTRACT IS COMING SOON ... Continue reading---
QUESTIONNAIRE - [ Total Page(s): 2 ]APPENDIXQUESTIONNAIRE Department of Mass Communication, College of I.C.T, Kwara State UniversityMalete, P.M.B 1530 March 2017. Dear Respondent,REQUEST FOR COMPLETION OF QUESTIONNAIREI am a final year undergraduate student of the Department of Mass Communication, Kwara State University, Malete. I am cond ... Continue reading---
CHAPTER ONE - [ Total Page(s): 2 ]CHAPTER ONEINTRODUCTION1.1 BACKGROUND TO THE STUDYAdvertising is an effective communicative discourse. It has the sole aim of persuading the readers to gain their trust of the reality of the promoted product (Al-Siyami, 2013). In last decades, the market glut of advertising caused the increased intention and interest in linguistic aspect of advertising. Advertising unifies language, pictures, music; it contains information, invokes emotions and imaginations, it can capture all five senses and, b ... Continue reading---
BIBLIOGRAPHY - [ Total Page(s): 1 ]BIBLIOGRAPHYAl-Siyami, A. W. (2013). Intertextuality in Newspaper Advertising. Journal of Modern Languages. (23), pp41-56.Bansal, M. and Gupta, S. (2014). Impact of Newspaper Advertisement on Consumer Behavior. Global Journal of Finance and Management. 6 (7) 669-674. Bloor, M, & Bloor, T. (2007). The practice of critical discourse analysis: An introduction. London: Hodder Education.Braithwaite, C and Webb, A. (n.d).Successful Newspaper Advertising.International Center for ... Continue reading---
CHAPTER THREE - [ Total Page(s): 1 ]CHAPTER THREEMETHODOLOGY3.1 INTRODUCTIONThis chapter deal with methodology of the study. It covered the research design, method, population of the study, sampling technique, sample size, data collection instrument and the data analysis.3.2 RESEARCH DESIGNThe research design that was used for this study was the quantitative research. This method entails data gathering in a numerical format. The method that was used is the cross-sectional survey. With this design, data gathering it was conducted a ... Continue reading---
CHAPTER FOUR - [ Total Page(s): 5 ]Table 1 indicates that; Majority (51%) of the respondents are male; More than half (52%) of the respondents fall within the age bracket 21-24 years; bulk (38%) of the respondents are in the department of Mass Communication; majority (45%) of the respondents are in 400 level and Majority (59%) are also in the regular undergraduate programme.Table 2 indicates that; majority of the respondents (32%) often read vanguard newspaperData in table 3 shows that majority of the respondents (27%) agreed t ... Continue reading---
CHAPTER FIVE - [ Total Page(s): 2 ]CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATION5.1 Summary of the studyChapter one of this study bordered on the background to the study, which introduced some of the concepts like language, language of advertising in newspaper and readers perception which was later discussed in the chapter two. This chapter contained the research questions, objectives, significance of the study, scope of the study and definition of terms.Chapter two dealt with the comprehensive review of releva ... Continue reading---
