Recent Papers

This paper is focused on various aspects of the language of advertising and states its importance inconsumer impression, behaviour and brand formation. Advertisement language is a particular typeof discourse, which uses different means, for example, persuasive language, emotive language andthe use of culture in order to address the audience appropriately. This part is aimed at the generaloverview of the terms in advertisement language and is based on language, marketing andpsychology for better understanding.In analysing advertising in general and how the languagechanges with respect to the audience and content across different advertising forms, print, motionpictures, radio, the internet and so forth, this study shines light on adaptability of language. Eachform has its own strengths or weaknesses altering the attention of the advertisers on how theyconvey their messages. For example, when it comes to print media, the reader is often presentedwith a few words and a lot of pictures while in the display of the web more input is interactive andcontributes input from the users. The paper goes on to analyse the advertising language andenumerates trope, metonymy or hypallage and some other linguistic strategies. These devices notonly make the advertisements easier to remember but also stimulate an emotional reaction from theaudience that can push them to take action. In this respect some case studies of campaigns areintroduced, which affect the audience thanks to well-placed wording and encourage anchoring forthe brand.This report examines the influence of the cultural and social environment onadvertisement language and its usage as well. Because language tends to be an embodiment of thecultural values, effective advertisements often take into account the culture of the people who aretargets of the advertisements.

Copyright © 2024 R.G.ADITHIYA. This is an open access article distributed under the Creative Commons Attribution License.