THE LANGUAGE OF ADVERTISINGLakshmananMP

ldquoThere are four ways and only four ways in which we have contact with the world We are evaluated and classified by these four contacts what we do how we look what we say and how we say itrdquo -Dale Carnegie

Abstract

We are living in an era of information explosion in which advertising seems to be an indispensable building block of the media Over-production and under-demand often lead to a competitive market where advertising is justified Of all business activities probably none is better known more widely discussed or more highly criticized by the public than advertising One reason for this is that advertising has become the spokesman for business As a form of mass communication closely linked with the world of commerce and marketing advertising is a powerful tool for the flow of information from the seller to the buyer It influences and persuades people to act or believe There are many special and specific reasons for using advertising in its several forms Announcing a new product or service expanding the market to new buyers announcing a modification or a price change educating customers challenging competition recruiting of staff and attracting investors are a few of such reasons In the process of creating advertisements for all these reasons language ie choice of expression is of crucial importance What kinds of choices make an advertisement highly effective is something worthy to be studied from a linguistic perspectiveie the distinctive linguistic characteristics of advertisement

Introduction

In the words of the renowned advertising pioneer William Bernbach ldquoThe truth isnrsquot the truth until people believe you and they canrsquot believe you if they donrsquot know what yoursquore saying and they canrsquot know what yoursquore saying if they donrsquot listen to you and they wonrsquot listen to you if yoursquore not interesting unless you say things imaginatively originally freshlyrdquo which is important because ldquoIt is insight into human nature that is the key to the communicatorrsquos skill For whereas the writer is concerned with what he puts into his writings the communicator is concerned with what the reader gets out of it He therefore becomes a student of how people read or listenrdquo Assistant ProfessorGovtcollegeChitturPalakkad

With these two famous quotes Bernbach emphasizes the importance of language in the modern world of advertising Commercial verbiage is designed to entice the reader to ldquoread onrdquo to explore the product or service being offered in greater detail

Literature Review

The study of language of advertising from a linguistic perspective has been attempted by several scholars (Leech 1966 Geis 1982 Vestergaard and Schrodder 1985 Mencher 1990 etc) Leech (1966) in his pioneering and comprehensive study on English in advertising has analyzed in detail different aspects pertaining to grammar vocabulary discourse and rhyme and rhetoric of advertising with special reference to television Illustration display typography vocal emphasis prompt spelling grammatical solecism metaphor and paradox are some of the aspects linked with attention value Simple and colloquial style and familiar vocabulary are connected with readability Phonological regularities such as alliteration rhythm rhyme and jingle are related to memorability Frequent use of imperatives and superlatives are connected with selling power The distinctive property of advertising language has been closely identified with the use of clauses phrases and words as minor sentences which constitute a different kind of grammar called as disjunctive grammar Geis (1982) has made an attempt to describe how language is used in American advertising especially television advertising He has focused on certain linguistic devices that figure most prominently in advertising According to him the advertising claims employing the word lsquohelprsquo as in phrases like lsquohelps to achieversquo and comparative phrases like lsquomore or lessrsquo are impressive because they are indistinguishable from the law like generic claims of scientists He has concluded that advertisers in general tend to prefer vague language rather than language with explicit empirical consequences and to prefer subjective claims to objective claims Vestergaard and Schroder (1985) have studied the language use in commercial press advertising in

relationship with communicative functions of language such as expressive directive informational contextual and poetic etc They have also identified the importance of imperatives and directive speech acts in encouraging the audience to buy the products Mencher (1990) has looked into the aspect of vocabulary in advertising and identified ten words as the most personal and persuasive They are ldquonewrdquo ldquosaverdquo ldquosafetyrdquo ldquoprovenrdquo ldquoloverdquo ldquodiscoverrdquo ldquoguaranteerdquo ldquoresultsrdquo ldquoyourdquo and ldquohealthrdquo

Language as a means of advertising

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 Language is considered as an effective tool in extending a companyrsquos message to the people particularly to consumers Advertisements are used primarily to provide the consumer product awareness and this will not be effectively done without the use of language The marketing and advertising personnel have to consider the emotive power of the words they use in advertising There are several ways in which advertising is being used to persuade people to buy their product

Advertising unifies language pictures music it contains information invokes emotions and imaginations it can capture all five senses and besides it it has social and practical aim Advertising is the sales and promotion of goods ideas andor images through impersonal media It is with us everywhere in our modern society and it hits us in different ways ndash even when we are not ready for it The language of advertising is not for the uneducated as it is full of rhetorical figures and incongruity It is highly persuasive full of deviations ambiguities euphemisms

and ungrammaticalities which make language Purists to frown seriously at it But one of the best ways the language of advertising can be eye-catching and memorable is for it to express new ideas in new ways ndash including new creations and coinages even if it means violating the rules of the language as long as it achieves its goals through these techniques persuasively

The language of advertising is usually very positive and emphasizes why between parity products one stands out against the other The language of ads is often used in ways which are more frequently associated with poetry or oratory than with commerce since the society is ever-changing ad techniques are also often changing in order to keep up with the society and also for novelty Even with the frequent change in ad techniques from time to time they nevertheless continue to make an impact on society Advertising helps in selling ie selling through the art and business of persuasive communication With emphatic use of language the copywriter draws catchy and memorable lines and makes his selling ideas clear before the buyers Advertising makes a psychological impact on the consumers and so invites them to buy a product Being loaded with psychological overtone the language of advertising messages is subtle and mesmerising A dusky woman will buy a tube of imported fairness cream at high price because the advertisement assures her great career and perfect marriage with instant loveliness Therefore it is the psychological makeup of the advertisement that makes us think that when we buy Maruti we buy prestige when we buy Chawanprash we buy health and longevity

Language is the most powerful convenient and permanent means of communication and therefore it makes mass selling possible through advertisements Advertising is an art of persuading people The copywriter is like a juggler He knows which words would be most emotional and moving in a headline to attract the buyers

It is the power of language that sells the product like a hot cake and takes out money from the pockets of buyers Language not used artistically fails to stir the minds of the people Language has creativity and productivity It is this feature which enables the advertiser to create exciting appeals in the advertisements While designing an advertisement he brings together art and commerce Advertisement agencies are in search of gifted writers who can beguile the customers by the beauty of their language Sell the sizzles not the steak is another way of saying ldquoShow donrsquot tellrdquo People are always more mesmerised by sleight of hand than a documentary It is human nature to want to escape from the humdrum into fantasy land Advertising offers people a reason to be seduced Sell them an idea draw them a picture and invite them into paradise even for a moment They will come down to earth again when they actually use the Product Consumers subconsciously expect this to happen (Valladares 2000)A vast amount of time money and energy go into the creative work of developing advertising appeals to influence the buying behaviour of consumers The basic concepts in marketing tell us that it is all about satisfying consumersrsquo wants and needs All appeals are created for the purpose of advertising needs and wants and sharing how the advertised products can satisfy those needs and wants

Advertisers try to assess which needs are most important to consumers at any given time However no category of needs constantly takes precedence over the other Here again language does wonder in conveying the message in the most appropriate manner Language meant for advertisement is very witty charming and sometimes mysterious Its basic object is to convert an indifferent customer into a potential buyer

Components of language

Linguists have identified five basic components (phonology morphology syntax semantics and pragmatics) found across languages

Phonological features of Language of advertising

The study of speech structure within a language including both the patterns of basic speech units and the accepted rules of pronunciation is known as phonology The smallest units of sound that make up a language are called phonemes Advertising language often uses the techniques similar to those in poetic texts The advantage of so-called mnemonic devices (rhyme rhythm alliteration and assonance) is the mnemotechnical effect It guarantees that the receiver of the advertisement better remembers the text and recalls it at the right moment

RhymeRhyme is a pattern of ldquoidentity of sound between words or verse-lines extending from the end to the last fully accented vowel and not furtherrdquo Rhyme refers to sounds not spelling It is commonly found in jingles slogans and headlines Rhyme covers the repeating of the similar sounds in the wordsFor eg- Dont just book it Thomas Cook it (Thomas Cook is a travel company)Nothing sucks like an Electrolux (vacuum cleaner)

RhythmThe aim of advertising is to be catchy and easy to remember for which the prosodic features ndash intonation rhythm and lexical stress that are having great emotional and mnemonic effect will be useful Even the scientists cannot explain attractive power of rhythm and repetition on human mind Copywriters often use language with rhythmical arrangement The listener or reader need not notice it and he perceives it only subconsciously The result is that the text is memorable and linguistically neat

AlliterationAlliteration can be defined as ldquoliterary technique in which successive words (more strictly stressed syllables) begin

with the same consonant sound or letterrdquo It is widely used in advertising slogans Eg- ldquoPerformance Prestige Passion for Innovationrdquo

AssonanceAssonance is a linguistic device in which the same vowel in successive stressed syllables creates a vowel harmony It is not so obvious type of scheme as alliteration

ldquoHow much reality can you handlerdquo

TransliterationEven the use of transliteration in advertisement is not so frequent When it is occurred it makes a positive result It definitely attracts readerrsquos attention Transliteration means the transformation of foreign words into English Usually the spelling of the foreign word is different but the pronunciation in these special cases is the same as English For Eg-ldquoBE COINTREAUVERSIALrdquo (Here COINTREAU is the name of French alcoholic drink)

HomophonesIn English there are many words that sound the same but are spelled differently Linguists call them homophones Copywriters use homophony to create puns in advertising language This kind of play works best in print

Onomathopoeic wordsldquoIt is a combination of speech-sounds produced in nature (wind sea thunderhellip) by things (machines tools) by people (singing laughter) and by animals A combination of speech sounds of this type will inevitably be associated with whatever produces the natural soundrdquo Onomathopoeic sounds can help to imagine certain situation or action better They can in a way serve as mnemonic as well It definitely brings something appealing to the slogan and that is the goal of advertisers

Morphological and Lexical features of Advertising Language-

Morphology is the study of the smallest units of meaning morphemes Knowledge of the morphology of

our language is critical to vocabulary development and reflects the smallest building blocks for comprehensionThe characteristics of the vocabulary of advertising is analysed in following paragraphs

Verb phraseThere exist two types of structure of verb phrase finite verb phrase and non-finite verb phrase The first one is ldquoa verb phrase in which the first or only word is a finite verb the rest of the phrase (if any) consisting of non-finite verbs The infinitive the ndashing participle and the ndashed participle are the non-finite forms of the verbrdquo In advertising ldquoverbal groups are mostly of maximum simplicity consisting of only one wordrdquo According to Leech passive voice occurs very sporadically and so does the application of auxiliary verbs Two auxiliary verbs often used in advertising are the future auxiliary lsquowillrsquo because it evokes the impression of lsquopromisersquo and the modal auxiliary lsquocanrsquo If an animate subject precedes the verb lsquocanrsquo (in most cases lsquoyoursquo = lsquocustomerrsquo1048578 lsquoyou canhelliprsquo) the consumer is told that the product gives him or her the lsquoabilityrsquo to do this or that If an inanimate subject (in most cases the brand-name 1048578 eg lsquoNivea peeling canhelliprsquo) precedes lsquocanrsquo the consumer is told what lsquopossibilitiesrsquo the product offers

Noun phraseIn general noun phrases in advertisements are far more complex than verb phrases In advertising language the interesting part of the noun phrase is the pre modifying part which is usually very complex and is characterized by certain unusual structural features The complexity of pre-modification is based on the effort to catch describe and specify the properties of the product in attractive way

ldquoFirst automatic chronograph with a 72-hour power-reserve and patented compression push-buttons Mechanical automatic movement made in houserdquo

Here the only verb is the verb lsquomakersquo in passive voice In many cases whole advertising text does not contain any

verb it consists only of noun phrases Inside the noun phrase clusters of two three or more adjectives are possibleEg-ldquoGingery Fudgy Nutty Creamy Mischievous Mouthfulsrdquo

AdjectivesIn many cases advertisements may contain the hyperbolic character of the language This exaggeration causes increased number of comparative and superlative adjectives The product is better nicer newer and tighter and the customer is happier and more satisfied The product offers more information more entertainment more comfort more than any other product Most advertisements use gradable adjectives (they describe qualities that can be measured in degrees they can be used in comparative or superlative forms) than non-gradable adjectives (ldquothey describe qualities that are completely present or completely absent) A limited range of evaluative adjectives includes new clean white real fresh right natural big great slim soft wholesome improved are also used in advertisements

NumeralsMany advertisements make use of numerals to define the characteristics of the product exactly Numerals are used to define quantity of various aspects for example percentage of some substance in a product number of years in connection to the length of the tradition of the product (Bhima Gold 85 Years old) the number of satisfied customers etc Manipulating numbers to give an exaggerated notion of their gain and a minimized version of their spending is one of the tricks of the trade So we say your safety costs just Rs 5 a day rather than Rs 150 a month or Rs 1825 a year But when it comes to your gain you say get an interest of Rs 1800- a year rather than Rs 5 a day Zeroes have a mesmerising quality which a smart copywriter exploits to sell (Thomas 1997) The Hero Honda (CD-Dawn) ad picks up the similar theme and highlights the magic of digits in this way

100 Days100000 Bikes Celebrating a Record Breaking AchievementZeroes epitomise the hugeness of size It multiplies the value of number and so the product Some ad lines include mathematical signs to establish their product in the market These signs could be anything but they are effective and meaningful when they are use in context of place Two more ads have the similar propositions are Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarianIn both ads marks are used to emphasize the USP (unique selling proposition) The numerical adjective (cardinal) 100 is being actively placed with mark to ensure the genuineness of the product First ad talks of purity as a unique selling funda while other ad targets the vegetarian gentry Dettol is a symbol of the good health and hygiene The brand Dettol shows that how much one cares and loves for his family Anchor toothpaste has a different appeal segmented to a particular group who has an aversion to no vegetarian products When writing ad copy copywriter tries to include signs and symbols as they take less space and effort and finally convey the messages across the consumersFormation of new words and phrasesAdvertising texts take advantage of using made-up or adapted words and expressions in order to support the creative aspect of advertisement and its attraction The other forms of creation of new words are affixation conversion shortening blending and back-formation

Use of Compound wordsVery striking feature of advertising language is a variety of ldquolexical units where each unit is consisting of two or more bases (roots)rdquoThey are called compound words A compound word may be characterized by its inseparability (it cannot be interrupted by another word) semantic unity morphological and syntactic functioning and certain phonetical and graphic features Examples of compounds used in advertisements are good-as-homemade pain-relieving state-of-the-art hand-crafted head-to-toe one-of-a-kind platinum-inlayed all-new front-facing touch-sensitive built-in etcCompounds are

very flexible and embody the innovative spirit of advertising fully they can also make a profound impression on peoplersquos mind when the consumers see the product for the first sight

Idiomatic constructions

Copywriters use idioms and proverbs in advertisements because these constructions are familiar to most potential customers in a society If the picture accompanies the text the picture usually does not represent the figurative - and of course - correct and common meaning of the idiom but it represents the image and representation of the literal meanings of its constituentsldquoChallenge us ndash and get yourself a bigger slice of the cakerdquo (Siemens Financial Services)An idiom lsquoa bigger slice of the cakersquo means a share of the available money or benefits that you believe you have a right to A picture represents two happy young women eating a cake

Use of First and Second Personal Pronouns

Pronouns of the first and second person ldquowerdquo ldquoIrdquo and ldquoyourdquo outnumber the other pronouns in advertisements because these help create a friend-like intimate atmosphere to move and persuade the audience Advertisements with lots of pronouns of the first and second person are called gossip advertisements The audience will easily accept a product a service or an idea as if a good friend recommended them The use of second person addressee ldquoyourdquo tends to shorten the distance between the product or the producer and consumers as if the producer or the ad is speaking to you face to face making sincere promises honest recommendations For example

Ford The choice is yours The honor is ours

This headline is from the Ford motor where the manufacturer put itself in a very humble position

therefore it makes the readers feel they are respectable and higher in status

The use of first person addresser ldquowerdquo and ldquousrdquo is the most direct way to tell the receiver what the sponsor of an ad slogan stands for his idea his view and his credit Itrsquos a little bit like a self-introduction to the potential customers to let them know you recognize you believe you and trust you For example

Yamaha Every time we race you win

It is for Yamaha electronic organ It implies no matter how fierce the competition is the customer is always getting benefits

Use of Emotive or Evaluative Adjectives or Adjectival Phrases

Such words can stimulate envy dreams and desires by evoking looks touch taste smell and sounds without actually misrepresenting a productAccording to the research of choice of words in advertising by linguist G N Leech the most frequently used 20 words are

1new 2goodbest　 3free 4fresh 5delicious 6full 7sure 8clean 9wonderful 10special 11crisp 12fine 13big 14great 15real 16easy 17bright 18extra 19safe 20rich 　

Among these words ldquonewrdquo is the most common one which shows peoplersquos desire for original idea and fresh concept An American advertising expert once said ldquoThe most powerful words you can use in a headline are free and newrdquo

Use of Technical Terms and Scientific Sounding Words

In the advertisements of electrical appliances especially exquisite instruments such as photocopiers digital videos digital televisions one can see lots of technical terms that is rarely heard of Using of these words helps

to leave an impression of professional and advanced in the technical field For example

Pure Color Beautiful full-color copies are in full bloom from Minolta Because our Laser Intensity Modulation System (LIMOS) various color intensity per dot in 256 gradations with 400 dots per inch resolution All to create subtle colors and textures you have to see to believe So experience Minolta digital full color copiers For color copying theyrsquore pure quality This is the advertisement of Minolta color copier in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional People may not know the exact meaning of it but they may consider it scientific and trustworthy

Use of Negative Words

Negative words are often used in advertisements such as no none nothing never etc to show the uniqueness and unparalleled quality of the product For example Opium Never has a perfume provoked such emotion

Use of Inclusive Words

Apart from negative words the admen are also fond of the inclusive words such as all every always etc to indicate that the reference is universal For eg Coca-Cola Always Coca-Cola

Use of Coined Words

Coined words are both new and memorable Coined words are kind of smart words that have special meaning in the specified context They can raise the interests of the ad headline receivers make them ponder upon the meaning and marvel at the smart idea of the admen By so doing they recognize the brand

For example Hotel TWOGETHER The ultimate all inclusive one price sun kissed holiday

It is an advertisement on providing a couple with a holiday inn ldquoTwogetherrdquo and ldquotogetherrdquo are similar both in spelling and pronunciation ldquoTordquo is misspelled as ldquoTwordquo

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

With these two famous quotes Bernbach emphasizes the importance of language in the modern world of advertising Commercial verbiage is designed to entice the reader to ldquoread onrdquo to explore the product or service being offered in greater detail

Literature Review

The study of language of advertising from a linguistic perspective has been attempted by several scholars (Leech 1966 Geis 1982 Vestergaard and Schrodder 1985 Mencher 1990 etc) Leech (1966) in his pioneering and comprehensive study on English in advertising has analyzed in detail different aspects pertaining to grammar vocabulary discourse and rhyme and rhetoric of advertising with special reference to television Illustration display typography vocal emphasis prompt spelling grammatical solecism metaphor and paradox are some of the aspects linked with attention value Simple and colloquial style and familiar vocabulary are connected with readability Phonological regularities such as alliteration rhythm rhyme and jingle are related to memorability Frequent use of imperatives and superlatives are connected with selling power The distinctive property of advertising language has been closely identified with the use of clauses phrases and words as minor sentences which constitute a different kind of grammar called as disjunctive grammar Geis (1982) has made an attempt to describe how language is used in American advertising especially television advertising He has focused on certain linguistic devices that figure most prominently in advertising According to him the advertising claims employing the word lsquohelprsquo as in phrases like lsquohelps to achieversquo and comparative phrases like lsquomore or lessrsquo are impressive because they are indistinguishable from the law like generic claims of scientists He has concluded that advertisers in general tend to prefer vague language rather than language with explicit empirical consequences and to prefer subjective claims to objective claims Vestergaard and Schroder (1985) have studied the language use in commercial press advertising in

relationship with communicative functions of language such as expressive directive informational contextual and poetic etc They have also identified the importance of imperatives and directive speech acts in encouraging the audience to buy the products Mencher (1990) has looked into the aspect of vocabulary in advertising and identified ten words as the most personal and persuasive They are ldquonewrdquo ldquosaverdquo ldquosafetyrdquo ldquoprovenrdquo ldquoloverdquo ldquodiscoverrdquo ldquoguaranteerdquo ldquoresultsrdquo ldquoyourdquo and ldquohealthrdquo

Language as a means of advertising

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 Language is considered as an effective tool in extending a companyrsquos message to the people particularly to consumers Advertisements are used primarily to provide the consumer product awareness and this will not be effectively done without the use of language The marketing and advertising personnel have to consider the emotive power of the words they use in advertising There are several ways in which advertising is being used to persuade people to buy their product

Advertising unifies language pictures music it contains information invokes emotions and imaginations it can capture all five senses and besides it it has social and practical aim Advertising is the sales and promotion of goods ideas andor images through impersonal media It is with us everywhere in our modern society and it hits us in different ways ndash even when we are not ready for it The language of advertising is not for the uneducated as it is full of rhetorical figures and incongruity It is highly persuasive full of deviations ambiguities euphemisms

and ungrammaticalities which make language Purists to frown seriously at it But one of the best ways the language of advertising can be eye-catching and memorable is for it to express new ideas in new ways ndash including new creations and coinages even if it means violating the rules of the language as long as it achieves its goals through these techniques persuasively

The language of advertising is usually very positive and emphasizes why between parity products one stands out against the other The language of ads is often used in ways which are more frequently associated with poetry or oratory than with commerce since the society is ever-changing ad techniques are also often changing in order to keep up with the society and also for novelty Even with the frequent change in ad techniques from time to time they nevertheless continue to make an impact on society Advertising helps in selling ie selling through the art and business of persuasive communication With emphatic use of language the copywriter draws catchy and memorable lines and makes his selling ideas clear before the buyers Advertising makes a psychological impact on the consumers and so invites them to buy a product Being loaded with psychological overtone the language of advertising messages is subtle and mesmerising A dusky woman will buy a tube of imported fairness cream at high price because the advertisement assures her great career and perfect marriage with instant loveliness Therefore it is the psychological makeup of the advertisement that makes us think that when we buy Maruti we buy prestige when we buy Chawanprash we buy health and longevity

Language is the most powerful convenient and permanent means of communication and therefore it makes mass selling possible through advertisements Advertising is an art of persuading people The copywriter is like a juggler He knows which words would be most emotional and moving in a headline to attract the buyers

It is the power of language that sells the product like a hot cake and takes out money from the pockets of buyers Language not used artistically fails to stir the minds of the people Language has creativity and productivity It is this feature which enables the advertiser to create exciting appeals in the advertisements While designing an advertisement he brings together art and commerce Advertisement agencies are in search of gifted writers who can beguile the customers by the beauty of their language Sell the sizzles not the steak is another way of saying ldquoShow donrsquot tellrdquo People are always more mesmerised by sleight of hand than a documentary It is human nature to want to escape from the humdrum into fantasy land Advertising offers people a reason to be seduced Sell them an idea draw them a picture and invite them into paradise even for a moment They will come down to earth again when they actually use the Product Consumers subconsciously expect this to happen (Valladares 2000)A vast amount of time money and energy go into the creative work of developing advertising appeals to influence the buying behaviour of consumers The basic concepts in marketing tell us that it is all about satisfying consumersrsquo wants and needs All appeals are created for the purpose of advertising needs and wants and sharing how the advertised products can satisfy those needs and wants

Advertisers try to assess which needs are most important to consumers at any given time However no category of needs constantly takes precedence over the other Here again language does wonder in conveying the message in the most appropriate manner Language meant for advertisement is very witty charming and sometimes mysterious Its basic object is to convert an indifferent customer into a potential buyer

Components of language

Linguists have identified five basic components (phonology morphology syntax semantics and pragmatics) found across languages

Phonological features of Language of advertising

The study of speech structure within a language including both the patterns of basic speech units and the accepted rules of pronunciation is known as phonology The smallest units of sound that make up a language are called phonemes Advertising language often uses the techniques similar to those in poetic texts The advantage of so-called mnemonic devices (rhyme rhythm alliteration and assonance) is the mnemotechnical effect It guarantees that the receiver of the advertisement better remembers the text and recalls it at the right moment

RhymeRhyme is a pattern of ldquoidentity of sound between words or verse-lines extending from the end to the last fully accented vowel and not furtherrdquo Rhyme refers to sounds not spelling It is commonly found in jingles slogans and headlines Rhyme covers the repeating of the similar sounds in the wordsFor eg- Dont just book it Thomas Cook it (Thomas Cook is a travel company)Nothing sucks like an Electrolux (vacuum cleaner)

RhythmThe aim of advertising is to be catchy and easy to remember for which the prosodic features ndash intonation rhythm and lexical stress that are having great emotional and mnemonic effect will be useful Even the scientists cannot explain attractive power of rhythm and repetition on human mind Copywriters often use language with rhythmical arrangement The listener or reader need not notice it and he perceives it only subconsciously The result is that the text is memorable and linguistically neat

AlliterationAlliteration can be defined as ldquoliterary technique in which successive words (more strictly stressed syllables) begin

with the same consonant sound or letterrdquo It is widely used in advertising slogans Eg- ldquoPerformance Prestige Passion for Innovationrdquo

AssonanceAssonance is a linguistic device in which the same vowel in successive stressed syllables creates a vowel harmony It is not so obvious type of scheme as alliteration

ldquoHow much reality can you handlerdquo

TransliterationEven the use of transliteration in advertisement is not so frequent When it is occurred it makes a positive result It definitely attracts readerrsquos attention Transliteration means the transformation of foreign words into English Usually the spelling of the foreign word is different but the pronunciation in these special cases is the same as English For Eg-ldquoBE COINTREAUVERSIALrdquo (Here COINTREAU is the name of French alcoholic drink)

HomophonesIn English there are many words that sound the same but are spelled differently Linguists call them homophones Copywriters use homophony to create puns in advertising language This kind of play works best in print

Onomathopoeic wordsldquoIt is a combination of speech-sounds produced in nature (wind sea thunderhellip) by things (machines tools) by people (singing laughter) and by animals A combination of speech sounds of this type will inevitably be associated with whatever produces the natural soundrdquo Onomathopoeic sounds can help to imagine certain situation or action better They can in a way serve as mnemonic as well It definitely brings something appealing to the slogan and that is the goal of advertisers

Morphological and Lexical features of Advertising Language-

Morphology is the study of the smallest units of meaning morphemes Knowledge of the morphology of

our language is critical to vocabulary development and reflects the smallest building blocks for comprehensionThe characteristics of the vocabulary of advertising is analysed in following paragraphs

Verb phraseThere exist two types of structure of verb phrase finite verb phrase and non-finite verb phrase The first one is ldquoa verb phrase in which the first or only word is a finite verb the rest of the phrase (if any) consisting of non-finite verbs The infinitive the ndashing participle and the ndashed participle are the non-finite forms of the verbrdquo In advertising ldquoverbal groups are mostly of maximum simplicity consisting of only one wordrdquo According to Leech passive voice occurs very sporadically and so does the application of auxiliary verbs Two auxiliary verbs often used in advertising are the future auxiliary lsquowillrsquo because it evokes the impression of lsquopromisersquo and the modal auxiliary lsquocanrsquo If an animate subject precedes the verb lsquocanrsquo (in most cases lsquoyoursquo = lsquocustomerrsquo1048578 lsquoyou canhelliprsquo) the consumer is told that the product gives him or her the lsquoabilityrsquo to do this or that If an inanimate subject (in most cases the brand-name 1048578 eg lsquoNivea peeling canhelliprsquo) precedes lsquocanrsquo the consumer is told what lsquopossibilitiesrsquo the product offers

Noun phraseIn general noun phrases in advertisements are far more complex than verb phrases In advertising language the interesting part of the noun phrase is the pre modifying part which is usually very complex and is characterized by certain unusual structural features The complexity of pre-modification is based on the effort to catch describe and specify the properties of the product in attractive way

ldquoFirst automatic chronograph with a 72-hour power-reserve and patented compression push-buttons Mechanical automatic movement made in houserdquo

Here the only verb is the verb lsquomakersquo in passive voice In many cases whole advertising text does not contain any

verb it consists only of noun phrases Inside the noun phrase clusters of two three or more adjectives are possibleEg-ldquoGingery Fudgy Nutty Creamy Mischievous Mouthfulsrdquo

AdjectivesIn many cases advertisements may contain the hyperbolic character of the language This exaggeration causes increased number of comparative and superlative adjectives The product is better nicer newer and tighter and the customer is happier and more satisfied The product offers more information more entertainment more comfort more than any other product Most advertisements use gradable adjectives (they describe qualities that can be measured in degrees they can be used in comparative or superlative forms) than non-gradable adjectives (ldquothey describe qualities that are completely present or completely absent) A limited range of evaluative adjectives includes new clean white real fresh right natural big great slim soft wholesome improved are also used in advertisements

NumeralsMany advertisements make use of numerals to define the characteristics of the product exactly Numerals are used to define quantity of various aspects for example percentage of some substance in a product number of years in connection to the length of the tradition of the product (Bhima Gold 85 Years old) the number of satisfied customers etc Manipulating numbers to give an exaggerated notion of their gain and a minimized version of their spending is one of the tricks of the trade So we say your safety costs just Rs 5 a day rather than Rs 150 a month or Rs 1825 a year But when it comes to your gain you say get an interest of Rs 1800- a year rather than Rs 5 a day Zeroes have a mesmerising quality which a smart copywriter exploits to sell (Thomas 1997) The Hero Honda (CD-Dawn) ad picks up the similar theme and highlights the magic of digits in this way

100 Days100000 Bikes Celebrating a Record Breaking AchievementZeroes epitomise the hugeness of size It multiplies the value of number and so the product Some ad lines include mathematical signs to establish their product in the market These signs could be anything but they are effective and meaningful when they are use in context of place Two more ads have the similar propositions are Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarianIn both ads marks are used to emphasize the USP (unique selling proposition) The numerical adjective (cardinal) 100 is being actively placed with mark to ensure the genuineness of the product First ad talks of purity as a unique selling funda while other ad targets the vegetarian gentry Dettol is a symbol of the good health and hygiene The brand Dettol shows that how much one cares and loves for his family Anchor toothpaste has a different appeal segmented to a particular group who has an aversion to no vegetarian products When writing ad copy copywriter tries to include signs and symbols as they take less space and effort and finally convey the messages across the consumersFormation of new words and phrasesAdvertising texts take advantage of using made-up or adapted words and expressions in order to support the creative aspect of advertisement and its attraction The other forms of creation of new words are affixation conversion shortening blending and back-formation

Use of Compound wordsVery striking feature of advertising language is a variety of ldquolexical units where each unit is consisting of two or more bases (roots)rdquoThey are called compound words A compound word may be characterized by its inseparability (it cannot be interrupted by another word) semantic unity morphological and syntactic functioning and certain phonetical and graphic features Examples of compounds used in advertisements are good-as-homemade pain-relieving state-of-the-art hand-crafted head-to-toe one-of-a-kind platinum-inlayed all-new front-facing touch-sensitive built-in etcCompounds are

very flexible and embody the innovative spirit of advertising fully they can also make a profound impression on peoplersquos mind when the consumers see the product for the first sight

Idiomatic constructions

Copywriters use idioms and proverbs in advertisements because these constructions are familiar to most potential customers in a society If the picture accompanies the text the picture usually does not represent the figurative - and of course - correct and common meaning of the idiom but it represents the image and representation of the literal meanings of its constituentsldquoChallenge us ndash and get yourself a bigger slice of the cakerdquo (Siemens Financial Services)An idiom lsquoa bigger slice of the cakersquo means a share of the available money or benefits that you believe you have a right to A picture represents two happy young women eating a cake

Use of First and Second Personal Pronouns

Pronouns of the first and second person ldquowerdquo ldquoIrdquo and ldquoyourdquo outnumber the other pronouns in advertisements because these help create a friend-like intimate atmosphere to move and persuade the audience Advertisements with lots of pronouns of the first and second person are called gossip advertisements The audience will easily accept a product a service or an idea as if a good friend recommended them The use of second person addressee ldquoyourdquo tends to shorten the distance between the product or the producer and consumers as if the producer or the ad is speaking to you face to face making sincere promises honest recommendations For example

Ford The choice is yours The honor is ours

This headline is from the Ford motor where the manufacturer put itself in a very humble position

therefore it makes the readers feel they are respectable and higher in status

The use of first person addresser ldquowerdquo and ldquousrdquo is the most direct way to tell the receiver what the sponsor of an ad slogan stands for his idea his view and his credit Itrsquos a little bit like a self-introduction to the potential customers to let them know you recognize you believe you and trust you For example

Yamaha Every time we race you win

It is for Yamaha electronic organ It implies no matter how fierce the competition is the customer is always getting benefits

Use of Emotive or Evaluative Adjectives or Adjectival Phrases

Such words can stimulate envy dreams and desires by evoking looks touch taste smell and sounds without actually misrepresenting a productAccording to the research of choice of words in advertising by linguist G N Leech the most frequently used 20 words are

1new 2goodbest　 3free 4fresh 5delicious 6full 7sure 8clean 9wonderful 10special 11crisp 12fine 13big 14great 15real 16easy 17bright 18extra 19safe 20rich 　

Among these words ldquonewrdquo is the most common one which shows peoplersquos desire for original idea and fresh concept An American advertising expert once said ldquoThe most powerful words you can use in a headline are free and newrdquo

Use of Technical Terms and Scientific Sounding Words

In the advertisements of electrical appliances especially exquisite instruments such as photocopiers digital videos digital televisions one can see lots of technical terms that is rarely heard of Using of these words helps

to leave an impression of professional and advanced in the technical field For example

Pure Color Beautiful full-color copies are in full bloom from Minolta Because our Laser Intensity Modulation System (LIMOS) various color intensity per dot in 256 gradations with 400 dots per inch resolution All to create subtle colors and textures you have to see to believe So experience Minolta digital full color copiers For color copying theyrsquore pure quality This is the advertisement of Minolta color copier in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional People may not know the exact meaning of it but they may consider it scientific and trustworthy

Use of Negative Words

Negative words are often used in advertisements such as no none nothing never etc to show the uniqueness and unparalleled quality of the product For example Opium Never has a perfume provoked such emotion

Use of Inclusive Words

Apart from negative words the admen are also fond of the inclusive words such as all every always etc to indicate that the reference is universal For eg Coca-Cola Always Coca-Cola

Use of Coined Words

Coined words are both new and memorable Coined words are kind of smart words that have special meaning in the specified context They can raise the interests of the ad headline receivers make them ponder upon the meaning and marvel at the smart idea of the admen By so doing they recognize the brand

For example Hotel TWOGETHER The ultimate all inclusive one price sun kissed holiday

It is an advertisement on providing a couple with a holiday inn ldquoTwogetherrdquo and ldquotogetherrdquo are similar both in spelling and pronunciation ldquoTordquo is misspelled as ldquoTwordquo

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

relationship with communicative functions of language such as expressive directive informational contextual and poetic etc They have also identified the importance of imperatives and directive speech acts in encouraging the audience to buy the products Mencher (1990) has looked into the aspect of vocabulary in advertising and identified ten words as the most personal and persuasive They are ldquonewrdquo ldquosaverdquo ldquosafetyrdquo ldquoprovenrdquo ldquoloverdquo ldquodiscoverrdquo ldquoguaranteerdquo ldquoresultsrdquo ldquoyourdquo and ldquohealthrdquo

Language as a means of advertising

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 Language is considered as an effective tool in extending a companyrsquos message to the people particularly to consumers Advertisements are used primarily to provide the consumer product awareness and this will not be effectively done without the use of language The marketing and advertising personnel have to consider the emotive power of the words they use in advertising There are several ways in which advertising is being used to persuade people to buy their product

Advertising unifies language pictures music it contains information invokes emotions and imaginations it can capture all five senses and besides it it has social and practical aim Advertising is the sales and promotion of goods ideas andor images through impersonal media It is with us everywhere in our modern society and it hits us in different ways ndash even when we are not ready for it The language of advertising is not for the uneducated as it is full of rhetorical figures and incongruity It is highly persuasive full of deviations ambiguities euphemisms

and ungrammaticalities which make language Purists to frown seriously at it But one of the best ways the language of advertising can be eye-catching and memorable is for it to express new ideas in new ways ndash including new creations and coinages even if it means violating the rules of the language as long as it achieves its goals through these techniques persuasively

The language of advertising is usually very positive and emphasizes why between parity products one stands out against the other The language of ads is often used in ways which are more frequently associated with poetry or oratory than with commerce since the society is ever-changing ad techniques are also often changing in order to keep up with the society and also for novelty Even with the frequent change in ad techniques from time to time they nevertheless continue to make an impact on society Advertising helps in selling ie selling through the art and business of persuasive communication With emphatic use of language the copywriter draws catchy and memorable lines and makes his selling ideas clear before the buyers Advertising makes a psychological impact on the consumers and so invites them to buy a product Being loaded with psychological overtone the language of advertising messages is subtle and mesmerising A dusky woman will buy a tube of imported fairness cream at high price because the advertisement assures her great career and perfect marriage with instant loveliness Therefore it is the psychological makeup of the advertisement that makes us think that when we buy Maruti we buy prestige when we buy Chawanprash we buy health and longevity

Language is the most powerful convenient and permanent means of communication and therefore it makes mass selling possible through advertisements Advertising is an art of persuading people The copywriter is like a juggler He knows which words would be most emotional and moving in a headline to attract the buyers

It is the power of language that sells the product like a hot cake and takes out money from the pockets of buyers Language not used artistically fails to stir the minds of the people Language has creativity and productivity It is this feature which enables the advertiser to create exciting appeals in the advertisements While designing an advertisement he brings together art and commerce Advertisement agencies are in search of gifted writers who can beguile the customers by the beauty of their language Sell the sizzles not the steak is another way of saying ldquoShow donrsquot tellrdquo People are always more mesmerised by sleight of hand than a documentary It is human nature to want to escape from the humdrum into fantasy land Advertising offers people a reason to be seduced Sell them an idea draw them a picture and invite them into paradise even for a moment They will come down to earth again when they actually use the Product Consumers subconsciously expect this to happen (Valladares 2000)A vast amount of time money and energy go into the creative work of developing advertising appeals to influence the buying behaviour of consumers The basic concepts in marketing tell us that it is all about satisfying consumersrsquo wants and needs All appeals are created for the purpose of advertising needs and wants and sharing how the advertised products can satisfy those needs and wants

Advertisers try to assess which needs are most important to consumers at any given time However no category of needs constantly takes precedence over the other Here again language does wonder in conveying the message in the most appropriate manner Language meant for advertisement is very witty charming and sometimes mysterious Its basic object is to convert an indifferent customer into a potential buyer

Components of language

Linguists have identified five basic components (phonology morphology syntax semantics and pragmatics) found across languages

Phonological features of Language of advertising

The study of speech structure within a language including both the patterns of basic speech units and the accepted rules of pronunciation is known as phonology The smallest units of sound that make up a language are called phonemes Advertising language often uses the techniques similar to those in poetic texts The advantage of so-called mnemonic devices (rhyme rhythm alliteration and assonance) is the mnemotechnical effect It guarantees that the receiver of the advertisement better remembers the text and recalls it at the right moment

RhymeRhyme is a pattern of ldquoidentity of sound between words or verse-lines extending from the end to the last fully accented vowel and not furtherrdquo Rhyme refers to sounds not spelling It is commonly found in jingles slogans and headlines Rhyme covers the repeating of the similar sounds in the wordsFor eg- Dont just book it Thomas Cook it (Thomas Cook is a travel company)Nothing sucks like an Electrolux (vacuum cleaner)

RhythmThe aim of advertising is to be catchy and easy to remember for which the prosodic features ndash intonation rhythm and lexical stress that are having great emotional and mnemonic effect will be useful Even the scientists cannot explain attractive power of rhythm and repetition on human mind Copywriters often use language with rhythmical arrangement The listener or reader need not notice it and he perceives it only subconsciously The result is that the text is memorable and linguistically neat

AlliterationAlliteration can be defined as ldquoliterary technique in which successive words (more strictly stressed syllables) begin

with the same consonant sound or letterrdquo It is widely used in advertising slogans Eg- ldquoPerformance Prestige Passion for Innovationrdquo

AssonanceAssonance is a linguistic device in which the same vowel in successive stressed syllables creates a vowel harmony It is not so obvious type of scheme as alliteration

ldquoHow much reality can you handlerdquo

TransliterationEven the use of transliteration in advertisement is not so frequent When it is occurred it makes a positive result It definitely attracts readerrsquos attention Transliteration means the transformation of foreign words into English Usually the spelling of the foreign word is different but the pronunciation in these special cases is the same as English For Eg-ldquoBE COINTREAUVERSIALrdquo (Here COINTREAU is the name of French alcoholic drink)

HomophonesIn English there are many words that sound the same but are spelled differently Linguists call them homophones Copywriters use homophony to create puns in advertising language This kind of play works best in print

Onomathopoeic wordsldquoIt is a combination of speech-sounds produced in nature (wind sea thunderhellip) by things (machines tools) by people (singing laughter) and by animals A combination of speech sounds of this type will inevitably be associated with whatever produces the natural soundrdquo Onomathopoeic sounds can help to imagine certain situation or action better They can in a way serve as mnemonic as well It definitely brings something appealing to the slogan and that is the goal of advertisers

Morphological and Lexical features of Advertising Language-

Morphology is the study of the smallest units of meaning morphemes Knowledge of the morphology of

our language is critical to vocabulary development and reflects the smallest building blocks for comprehensionThe characteristics of the vocabulary of advertising is analysed in following paragraphs

Verb phraseThere exist two types of structure of verb phrase finite verb phrase and non-finite verb phrase The first one is ldquoa verb phrase in which the first or only word is a finite verb the rest of the phrase (if any) consisting of non-finite verbs The infinitive the ndashing participle and the ndashed participle are the non-finite forms of the verbrdquo In advertising ldquoverbal groups are mostly of maximum simplicity consisting of only one wordrdquo According to Leech passive voice occurs very sporadically and so does the application of auxiliary verbs Two auxiliary verbs often used in advertising are the future auxiliary lsquowillrsquo because it evokes the impression of lsquopromisersquo and the modal auxiliary lsquocanrsquo If an animate subject precedes the verb lsquocanrsquo (in most cases lsquoyoursquo = lsquocustomerrsquo1048578 lsquoyou canhelliprsquo) the consumer is told that the product gives him or her the lsquoabilityrsquo to do this or that If an inanimate subject (in most cases the brand-name 1048578 eg lsquoNivea peeling canhelliprsquo) precedes lsquocanrsquo the consumer is told what lsquopossibilitiesrsquo the product offers

Noun phraseIn general noun phrases in advertisements are far more complex than verb phrases In advertising language the interesting part of the noun phrase is the pre modifying part which is usually very complex and is characterized by certain unusual structural features The complexity of pre-modification is based on the effort to catch describe and specify the properties of the product in attractive way

ldquoFirst automatic chronograph with a 72-hour power-reserve and patented compression push-buttons Mechanical automatic movement made in houserdquo

Here the only verb is the verb lsquomakersquo in passive voice In many cases whole advertising text does not contain any

verb it consists only of noun phrases Inside the noun phrase clusters of two three or more adjectives are possibleEg-ldquoGingery Fudgy Nutty Creamy Mischievous Mouthfulsrdquo

AdjectivesIn many cases advertisements may contain the hyperbolic character of the language This exaggeration causes increased number of comparative and superlative adjectives The product is better nicer newer and tighter and the customer is happier and more satisfied The product offers more information more entertainment more comfort more than any other product Most advertisements use gradable adjectives (they describe qualities that can be measured in degrees they can be used in comparative or superlative forms) than non-gradable adjectives (ldquothey describe qualities that are completely present or completely absent) A limited range of evaluative adjectives includes new clean white real fresh right natural big great slim soft wholesome improved are also used in advertisements

NumeralsMany advertisements make use of numerals to define the characteristics of the product exactly Numerals are used to define quantity of various aspects for example percentage of some substance in a product number of years in connection to the length of the tradition of the product (Bhima Gold 85 Years old) the number of satisfied customers etc Manipulating numbers to give an exaggerated notion of their gain and a minimized version of their spending is one of the tricks of the trade So we say your safety costs just Rs 5 a day rather than Rs 150 a month or Rs 1825 a year But when it comes to your gain you say get an interest of Rs 1800- a year rather than Rs 5 a day Zeroes have a mesmerising quality which a smart copywriter exploits to sell (Thomas 1997) The Hero Honda (CD-Dawn) ad picks up the similar theme and highlights the magic of digits in this way

100 Days100000 Bikes Celebrating a Record Breaking AchievementZeroes epitomise the hugeness of size It multiplies the value of number and so the product Some ad lines include mathematical signs to establish their product in the market These signs could be anything but they are effective and meaningful when they are use in context of place Two more ads have the similar propositions are Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarianIn both ads marks are used to emphasize the USP (unique selling proposition) The numerical adjective (cardinal) 100 is being actively placed with mark to ensure the genuineness of the product First ad talks of purity as a unique selling funda while other ad targets the vegetarian gentry Dettol is a symbol of the good health and hygiene The brand Dettol shows that how much one cares and loves for his family Anchor toothpaste has a different appeal segmented to a particular group who has an aversion to no vegetarian products When writing ad copy copywriter tries to include signs and symbols as they take less space and effort and finally convey the messages across the consumersFormation of new words and phrasesAdvertising texts take advantage of using made-up or adapted words and expressions in order to support the creative aspect of advertisement and its attraction The other forms of creation of new words are affixation conversion shortening blending and back-formation

Use of Compound wordsVery striking feature of advertising language is a variety of ldquolexical units where each unit is consisting of two or more bases (roots)rdquoThey are called compound words A compound word may be characterized by its inseparability (it cannot be interrupted by another word) semantic unity morphological and syntactic functioning and certain phonetical and graphic features Examples of compounds used in advertisements are good-as-homemade pain-relieving state-of-the-art hand-crafted head-to-toe one-of-a-kind platinum-inlayed all-new front-facing touch-sensitive built-in etcCompounds are

very flexible and embody the innovative spirit of advertising fully they can also make a profound impression on peoplersquos mind when the consumers see the product for the first sight

Idiomatic constructions

Copywriters use idioms and proverbs in advertisements because these constructions are familiar to most potential customers in a society If the picture accompanies the text the picture usually does not represent the figurative - and of course - correct and common meaning of the idiom but it represents the image and representation of the literal meanings of its constituentsldquoChallenge us ndash and get yourself a bigger slice of the cakerdquo (Siemens Financial Services)An idiom lsquoa bigger slice of the cakersquo means a share of the available money or benefits that you believe you have a right to A picture represents two happy young women eating a cake

Use of First and Second Personal Pronouns

Pronouns of the first and second person ldquowerdquo ldquoIrdquo and ldquoyourdquo outnumber the other pronouns in advertisements because these help create a friend-like intimate atmosphere to move and persuade the audience Advertisements with lots of pronouns of the first and second person are called gossip advertisements The audience will easily accept a product a service or an idea as if a good friend recommended them The use of second person addressee ldquoyourdquo tends to shorten the distance between the product or the producer and consumers as if the producer or the ad is speaking to you face to face making sincere promises honest recommendations For example

Ford The choice is yours The honor is ours

This headline is from the Ford motor where the manufacturer put itself in a very humble position

therefore it makes the readers feel they are respectable and higher in status

The use of first person addresser ldquowerdquo and ldquousrdquo is the most direct way to tell the receiver what the sponsor of an ad slogan stands for his idea his view and his credit Itrsquos a little bit like a self-introduction to the potential customers to let them know you recognize you believe you and trust you For example

Yamaha Every time we race you win

It is for Yamaha electronic organ It implies no matter how fierce the competition is the customer is always getting benefits

Use of Emotive or Evaluative Adjectives or Adjectival Phrases

Such words can stimulate envy dreams and desires by evoking looks touch taste smell and sounds without actually misrepresenting a productAccording to the research of choice of words in advertising by linguist G N Leech the most frequently used 20 words are

1new 2goodbest　 3free 4fresh 5delicious 6full 7sure 8clean 9wonderful 10special 11crisp 12fine 13big 14great 15real 16easy 17bright 18extra 19safe 20rich 　

Among these words ldquonewrdquo is the most common one which shows peoplersquos desire for original idea and fresh concept An American advertising expert once said ldquoThe most powerful words you can use in a headline are free and newrdquo

Use of Technical Terms and Scientific Sounding Words

In the advertisements of electrical appliances especially exquisite instruments such as photocopiers digital videos digital televisions one can see lots of technical terms that is rarely heard of Using of these words helps

to leave an impression of professional and advanced in the technical field For example

Pure Color Beautiful full-color copies are in full bloom from Minolta Because our Laser Intensity Modulation System (LIMOS) various color intensity per dot in 256 gradations with 400 dots per inch resolution All to create subtle colors and textures you have to see to believe So experience Minolta digital full color copiers For color copying theyrsquore pure quality This is the advertisement of Minolta color copier in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional People may not know the exact meaning of it but they may consider it scientific and trustworthy

Use of Negative Words

Negative words are often used in advertisements such as no none nothing never etc to show the uniqueness and unparalleled quality of the product For example Opium Never has a perfume provoked such emotion

Use of Inclusive Words

Apart from negative words the admen are also fond of the inclusive words such as all every always etc to indicate that the reference is universal For eg Coca-Cola Always Coca-Cola

Use of Coined Words

Coined words are both new and memorable Coined words are kind of smart words that have special meaning in the specified context They can raise the interests of the ad headline receivers make them ponder upon the meaning and marvel at the smart idea of the admen By so doing they recognize the brand

For example Hotel TWOGETHER The ultimate all inclusive one price sun kissed holiday

It is an advertisement on providing a couple with a holiday inn ldquoTwogetherrdquo and ldquotogetherrdquo are similar both in spelling and pronunciation ldquoTordquo is misspelled as ldquoTwordquo

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

and ungrammaticalities which make language Purists to frown seriously at it But one of the best ways the language of advertising can be eye-catching and memorable is for it to express new ideas in new ways ndash including new creations and coinages even if it means violating the rules of the language as long as it achieves its goals through these techniques persuasively

The language of advertising is usually very positive and emphasizes why between parity products one stands out against the other The language of ads is often used in ways which are more frequently associated with poetry or oratory than with commerce since the society is ever-changing ad techniques are also often changing in order to keep up with the society and also for novelty Even with the frequent change in ad techniques from time to time they nevertheless continue to make an impact on society Advertising helps in selling ie selling through the art and business of persuasive communication With emphatic use of language the copywriter draws catchy and memorable lines and makes his selling ideas clear before the buyers Advertising makes a psychological impact on the consumers and so invites them to buy a product Being loaded with psychological overtone the language of advertising messages is subtle and mesmerising A dusky woman will buy a tube of imported fairness cream at high price because the advertisement assures her great career and perfect marriage with instant loveliness Therefore it is the psychological makeup of the advertisement that makes us think that when we buy Maruti we buy prestige when we buy Chawanprash we buy health and longevity

Language is the most powerful convenient and permanent means of communication and therefore it makes mass selling possible through advertisements Advertising is an art of persuading people The copywriter is like a juggler He knows which words would be most emotional and moving in a headline to attract the buyers

It is the power of language that sells the product like a hot cake and takes out money from the pockets of buyers Language not used artistically fails to stir the minds of the people Language has creativity and productivity It is this feature which enables the advertiser to create exciting appeals in the advertisements While designing an advertisement he brings together art and commerce Advertisement agencies are in search of gifted writers who can beguile the customers by the beauty of their language Sell the sizzles not the steak is another way of saying ldquoShow donrsquot tellrdquo People are always more mesmerised by sleight of hand than a documentary It is human nature to want to escape from the humdrum into fantasy land Advertising offers people a reason to be seduced Sell them an idea draw them a picture and invite them into paradise even for a moment They will come down to earth again when they actually use the Product Consumers subconsciously expect this to happen (Valladares 2000)A vast amount of time money and energy go into the creative work of developing advertising appeals to influence the buying behaviour of consumers The basic concepts in marketing tell us that it is all about satisfying consumersrsquo wants and needs All appeals are created for the purpose of advertising needs and wants and sharing how the advertised products can satisfy those needs and wants

Advertisers try to assess which needs are most important to consumers at any given time However no category of needs constantly takes precedence over the other Here again language does wonder in conveying the message in the most appropriate manner Language meant for advertisement is very witty charming and sometimes mysterious Its basic object is to convert an indifferent customer into a potential buyer

Components of language

Linguists have identified five basic components (phonology morphology syntax semantics and pragmatics) found across languages

Phonological features of Language of advertising

The study of speech structure within a language including both the patterns of basic speech units and the accepted rules of pronunciation is known as phonology The smallest units of sound that make up a language are called phonemes Advertising language often uses the techniques similar to those in poetic texts The advantage of so-called mnemonic devices (rhyme rhythm alliteration and assonance) is the mnemotechnical effect It guarantees that the receiver of the advertisement better remembers the text and recalls it at the right moment

RhymeRhyme is a pattern of ldquoidentity of sound between words or verse-lines extending from the end to the last fully accented vowel and not furtherrdquo Rhyme refers to sounds not spelling It is commonly found in jingles slogans and headlines Rhyme covers the repeating of the similar sounds in the wordsFor eg- Dont just book it Thomas Cook it (Thomas Cook is a travel company)Nothing sucks like an Electrolux (vacuum cleaner)

RhythmThe aim of advertising is to be catchy and easy to remember for which the prosodic features ndash intonation rhythm and lexical stress that are having great emotional and mnemonic effect will be useful Even the scientists cannot explain attractive power of rhythm and repetition on human mind Copywriters often use language with rhythmical arrangement The listener or reader need not notice it and he perceives it only subconsciously The result is that the text is memorable and linguistically neat

AlliterationAlliteration can be defined as ldquoliterary technique in which successive words (more strictly stressed syllables) begin

with the same consonant sound or letterrdquo It is widely used in advertising slogans Eg- ldquoPerformance Prestige Passion for Innovationrdquo

AssonanceAssonance is a linguistic device in which the same vowel in successive stressed syllables creates a vowel harmony It is not so obvious type of scheme as alliteration

ldquoHow much reality can you handlerdquo

TransliterationEven the use of transliteration in advertisement is not so frequent When it is occurred it makes a positive result It definitely attracts readerrsquos attention Transliteration means the transformation of foreign words into English Usually the spelling of the foreign word is different but the pronunciation in these special cases is the same as English For Eg-ldquoBE COINTREAUVERSIALrdquo (Here COINTREAU is the name of French alcoholic drink)

HomophonesIn English there are many words that sound the same but are spelled differently Linguists call them homophones Copywriters use homophony to create puns in advertising language This kind of play works best in print

Onomathopoeic wordsldquoIt is a combination of speech-sounds produced in nature (wind sea thunderhellip) by things (machines tools) by people (singing laughter) and by animals A combination of speech sounds of this type will inevitably be associated with whatever produces the natural soundrdquo Onomathopoeic sounds can help to imagine certain situation or action better They can in a way serve as mnemonic as well It definitely brings something appealing to the slogan and that is the goal of advertisers

Morphological and Lexical features of Advertising Language-

Morphology is the study of the smallest units of meaning morphemes Knowledge of the morphology of

our language is critical to vocabulary development and reflects the smallest building blocks for comprehensionThe characteristics of the vocabulary of advertising is analysed in following paragraphs

Verb phraseThere exist two types of structure of verb phrase finite verb phrase and non-finite verb phrase The first one is ldquoa verb phrase in which the first or only word is a finite verb the rest of the phrase (if any) consisting of non-finite verbs The infinitive the ndashing participle and the ndashed participle are the non-finite forms of the verbrdquo In advertising ldquoverbal groups are mostly of maximum simplicity consisting of only one wordrdquo According to Leech passive voice occurs very sporadically and so does the application of auxiliary verbs Two auxiliary verbs often used in advertising are the future auxiliary lsquowillrsquo because it evokes the impression of lsquopromisersquo and the modal auxiliary lsquocanrsquo If an animate subject precedes the verb lsquocanrsquo (in most cases lsquoyoursquo = lsquocustomerrsquo1048578 lsquoyou canhelliprsquo) the consumer is told that the product gives him or her the lsquoabilityrsquo to do this or that If an inanimate subject (in most cases the brand-name 1048578 eg lsquoNivea peeling canhelliprsquo) precedes lsquocanrsquo the consumer is told what lsquopossibilitiesrsquo the product offers

Noun phraseIn general noun phrases in advertisements are far more complex than verb phrases In advertising language the interesting part of the noun phrase is the pre modifying part which is usually very complex and is characterized by certain unusual structural features The complexity of pre-modification is based on the effort to catch describe and specify the properties of the product in attractive way

ldquoFirst automatic chronograph with a 72-hour power-reserve and patented compression push-buttons Mechanical automatic movement made in houserdquo

Here the only verb is the verb lsquomakersquo in passive voice In many cases whole advertising text does not contain any

verb it consists only of noun phrases Inside the noun phrase clusters of two three or more adjectives are possibleEg-ldquoGingery Fudgy Nutty Creamy Mischievous Mouthfulsrdquo

AdjectivesIn many cases advertisements may contain the hyperbolic character of the language This exaggeration causes increased number of comparative and superlative adjectives The product is better nicer newer and tighter and the customer is happier and more satisfied The product offers more information more entertainment more comfort more than any other product Most advertisements use gradable adjectives (they describe qualities that can be measured in degrees they can be used in comparative or superlative forms) than non-gradable adjectives (ldquothey describe qualities that are completely present or completely absent) A limited range of evaluative adjectives includes new clean white real fresh right natural big great slim soft wholesome improved are also used in advertisements

NumeralsMany advertisements make use of numerals to define the characteristics of the product exactly Numerals are used to define quantity of various aspects for example percentage of some substance in a product number of years in connection to the length of the tradition of the product (Bhima Gold 85 Years old) the number of satisfied customers etc Manipulating numbers to give an exaggerated notion of their gain and a minimized version of their spending is one of the tricks of the trade So we say your safety costs just Rs 5 a day rather than Rs 150 a month or Rs 1825 a year But when it comes to your gain you say get an interest of Rs 1800- a year rather than Rs 5 a day Zeroes have a mesmerising quality which a smart copywriter exploits to sell (Thomas 1997) The Hero Honda (CD-Dawn) ad picks up the similar theme and highlights the magic of digits in this way

100 Days100000 Bikes Celebrating a Record Breaking AchievementZeroes epitomise the hugeness of size It multiplies the value of number and so the product Some ad lines include mathematical signs to establish their product in the market These signs could be anything but they are effective and meaningful when they are use in context of place Two more ads have the similar propositions are Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarianIn both ads marks are used to emphasize the USP (unique selling proposition) The numerical adjective (cardinal) 100 is being actively placed with mark to ensure the genuineness of the product First ad talks of purity as a unique selling funda while other ad targets the vegetarian gentry Dettol is a symbol of the good health and hygiene The brand Dettol shows that how much one cares and loves for his family Anchor toothpaste has a different appeal segmented to a particular group who has an aversion to no vegetarian products When writing ad copy copywriter tries to include signs and symbols as they take less space and effort and finally convey the messages across the consumersFormation of new words and phrasesAdvertising texts take advantage of using made-up or adapted words and expressions in order to support the creative aspect of advertisement and its attraction The other forms of creation of new words are affixation conversion shortening blending and back-formation

Use of Compound wordsVery striking feature of advertising language is a variety of ldquolexical units where each unit is consisting of two or more bases (roots)rdquoThey are called compound words A compound word may be characterized by its inseparability (it cannot be interrupted by another word) semantic unity morphological and syntactic functioning and certain phonetical and graphic features Examples of compounds used in advertisements are good-as-homemade pain-relieving state-of-the-art hand-crafted head-to-toe one-of-a-kind platinum-inlayed all-new front-facing touch-sensitive built-in etcCompounds are

very flexible and embody the innovative spirit of advertising fully they can also make a profound impression on peoplersquos mind when the consumers see the product for the first sight

Idiomatic constructions

Copywriters use idioms and proverbs in advertisements because these constructions are familiar to most potential customers in a society If the picture accompanies the text the picture usually does not represent the figurative - and of course - correct and common meaning of the idiom but it represents the image and representation of the literal meanings of its constituentsldquoChallenge us ndash and get yourself a bigger slice of the cakerdquo (Siemens Financial Services)An idiom lsquoa bigger slice of the cakersquo means a share of the available money or benefits that you believe you have a right to A picture represents two happy young women eating a cake

Use of First and Second Personal Pronouns

Pronouns of the first and second person ldquowerdquo ldquoIrdquo and ldquoyourdquo outnumber the other pronouns in advertisements because these help create a friend-like intimate atmosphere to move and persuade the audience Advertisements with lots of pronouns of the first and second person are called gossip advertisements The audience will easily accept a product a service or an idea as if a good friend recommended them The use of second person addressee ldquoyourdquo tends to shorten the distance between the product or the producer and consumers as if the producer or the ad is speaking to you face to face making sincere promises honest recommendations For example

Ford The choice is yours The honor is ours

This headline is from the Ford motor where the manufacturer put itself in a very humble position

therefore it makes the readers feel they are respectable and higher in status

The use of first person addresser ldquowerdquo and ldquousrdquo is the most direct way to tell the receiver what the sponsor of an ad slogan stands for his idea his view and his credit Itrsquos a little bit like a self-introduction to the potential customers to let them know you recognize you believe you and trust you For example

Yamaha Every time we race you win

It is for Yamaha electronic organ It implies no matter how fierce the competition is the customer is always getting benefits

Use of Emotive or Evaluative Adjectives or Adjectival Phrases

Such words can stimulate envy dreams and desires by evoking looks touch taste smell and sounds without actually misrepresenting a productAccording to the research of choice of words in advertising by linguist G N Leech the most frequently used 20 words are

1new 2goodbest　 3free 4fresh 5delicious 6full 7sure 8clean 9wonderful 10special 11crisp 12fine 13big 14great 15real 16easy 17bright 18extra 19safe 20rich 　

Among these words ldquonewrdquo is the most common one which shows peoplersquos desire for original idea and fresh concept An American advertising expert once said ldquoThe most powerful words you can use in a headline are free and newrdquo

Use of Technical Terms and Scientific Sounding Words

In the advertisements of electrical appliances especially exquisite instruments such as photocopiers digital videos digital televisions one can see lots of technical terms that is rarely heard of Using of these words helps

to leave an impression of professional and advanced in the technical field For example

Pure Color Beautiful full-color copies are in full bloom from Minolta Because our Laser Intensity Modulation System (LIMOS) various color intensity per dot in 256 gradations with 400 dots per inch resolution All to create subtle colors and textures you have to see to believe So experience Minolta digital full color copiers For color copying theyrsquore pure quality This is the advertisement of Minolta color copier in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional People may not know the exact meaning of it but they may consider it scientific and trustworthy

Use of Negative Words

Negative words are often used in advertisements such as no none nothing never etc to show the uniqueness and unparalleled quality of the product For example Opium Never has a perfume provoked such emotion

Use of Inclusive Words

Apart from negative words the admen are also fond of the inclusive words such as all every always etc to indicate that the reference is universal For eg Coca-Cola Always Coca-Cola

Use of Coined Words

Coined words are both new and memorable Coined words are kind of smart words that have special meaning in the specified context They can raise the interests of the ad headline receivers make them ponder upon the meaning and marvel at the smart idea of the admen By so doing they recognize the brand

For example Hotel TWOGETHER The ultimate all inclusive one price sun kissed holiday

It is an advertisement on providing a couple with a holiday inn ldquoTwogetherrdquo and ldquotogetherrdquo are similar both in spelling and pronunciation ldquoTordquo is misspelled as ldquoTwordquo

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

It is the power of language that sells the product like a hot cake and takes out money from the pockets of buyers Language not used artistically fails to stir the minds of the people Language has creativity and productivity It is this feature which enables the advertiser to create exciting appeals in the advertisements While designing an advertisement he brings together art and commerce Advertisement agencies are in search of gifted writers who can beguile the customers by the beauty of their language Sell the sizzles not the steak is another way of saying ldquoShow donrsquot tellrdquo People are always more mesmerised by sleight of hand than a documentary It is human nature to want to escape from the humdrum into fantasy land Advertising offers people a reason to be seduced Sell them an idea draw them a picture and invite them into paradise even for a moment They will come down to earth again when they actually use the Product Consumers subconsciously expect this to happen (Valladares 2000)A vast amount of time money and energy go into the creative work of developing advertising appeals to influence the buying behaviour of consumers The basic concepts in marketing tell us that it is all about satisfying consumersrsquo wants and needs All appeals are created for the purpose of advertising needs and wants and sharing how the advertised products can satisfy those needs and wants

Advertisers try to assess which needs are most important to consumers at any given time However no category of needs constantly takes precedence over the other Here again language does wonder in conveying the message in the most appropriate manner Language meant for advertisement is very witty charming and sometimes mysterious Its basic object is to convert an indifferent customer into a potential buyer

Components of language

Linguists have identified five basic components (phonology morphology syntax semantics and pragmatics) found across languages

Phonological features of Language of advertising

The study of speech structure within a language including both the patterns of basic speech units and the accepted rules of pronunciation is known as phonology The smallest units of sound that make up a language are called phonemes Advertising language often uses the techniques similar to those in poetic texts The advantage of so-called mnemonic devices (rhyme rhythm alliteration and assonance) is the mnemotechnical effect It guarantees that the receiver of the advertisement better remembers the text and recalls it at the right moment

RhymeRhyme is a pattern of ldquoidentity of sound between words or verse-lines extending from the end to the last fully accented vowel and not furtherrdquo Rhyme refers to sounds not spelling It is commonly found in jingles slogans and headlines Rhyme covers the repeating of the similar sounds in the wordsFor eg- Dont just book it Thomas Cook it (Thomas Cook is a travel company)Nothing sucks like an Electrolux (vacuum cleaner)

RhythmThe aim of advertising is to be catchy and easy to remember for which the prosodic features ndash intonation rhythm and lexical stress that are having great emotional and mnemonic effect will be useful Even the scientists cannot explain attractive power of rhythm and repetition on human mind Copywriters often use language with rhythmical arrangement The listener or reader need not notice it and he perceives it only subconsciously The result is that the text is memorable and linguistically neat

AlliterationAlliteration can be defined as ldquoliterary technique in which successive words (more strictly stressed syllables) begin

with the same consonant sound or letterrdquo It is widely used in advertising slogans Eg- ldquoPerformance Prestige Passion for Innovationrdquo

AssonanceAssonance is a linguistic device in which the same vowel in successive stressed syllables creates a vowel harmony It is not so obvious type of scheme as alliteration

ldquoHow much reality can you handlerdquo

TransliterationEven the use of transliteration in advertisement is not so frequent When it is occurred it makes a positive result It definitely attracts readerrsquos attention Transliteration means the transformation of foreign words into English Usually the spelling of the foreign word is different but the pronunciation in these special cases is the same as English For Eg-ldquoBE COINTREAUVERSIALrdquo (Here COINTREAU is the name of French alcoholic drink)

HomophonesIn English there are many words that sound the same but are spelled differently Linguists call them homophones Copywriters use homophony to create puns in advertising language This kind of play works best in print

Onomathopoeic wordsldquoIt is a combination of speech-sounds produced in nature (wind sea thunderhellip) by things (machines tools) by people (singing laughter) and by animals A combination of speech sounds of this type will inevitably be associated with whatever produces the natural soundrdquo Onomathopoeic sounds can help to imagine certain situation or action better They can in a way serve as mnemonic as well It definitely brings something appealing to the slogan and that is the goal of advertisers

Morphological and Lexical features of Advertising Language-

Morphology is the study of the smallest units of meaning morphemes Knowledge of the morphology of

our language is critical to vocabulary development and reflects the smallest building blocks for comprehensionThe characteristics of the vocabulary of advertising is analysed in following paragraphs

Verb phraseThere exist two types of structure of verb phrase finite verb phrase and non-finite verb phrase The first one is ldquoa verb phrase in which the first or only word is a finite verb the rest of the phrase (if any) consisting of non-finite verbs The infinitive the ndashing participle and the ndashed participle are the non-finite forms of the verbrdquo In advertising ldquoverbal groups are mostly of maximum simplicity consisting of only one wordrdquo According to Leech passive voice occurs very sporadically and so does the application of auxiliary verbs Two auxiliary verbs often used in advertising are the future auxiliary lsquowillrsquo because it evokes the impression of lsquopromisersquo and the modal auxiliary lsquocanrsquo If an animate subject precedes the verb lsquocanrsquo (in most cases lsquoyoursquo = lsquocustomerrsquo1048578 lsquoyou canhelliprsquo) the consumer is told that the product gives him or her the lsquoabilityrsquo to do this or that If an inanimate subject (in most cases the brand-name 1048578 eg lsquoNivea peeling canhelliprsquo) precedes lsquocanrsquo the consumer is told what lsquopossibilitiesrsquo the product offers

Noun phraseIn general noun phrases in advertisements are far more complex than verb phrases In advertising language the interesting part of the noun phrase is the pre modifying part which is usually very complex and is characterized by certain unusual structural features The complexity of pre-modification is based on the effort to catch describe and specify the properties of the product in attractive way

ldquoFirst automatic chronograph with a 72-hour power-reserve and patented compression push-buttons Mechanical automatic movement made in houserdquo

Here the only verb is the verb lsquomakersquo in passive voice In many cases whole advertising text does not contain any

verb it consists only of noun phrases Inside the noun phrase clusters of two three or more adjectives are possibleEg-ldquoGingery Fudgy Nutty Creamy Mischievous Mouthfulsrdquo

AdjectivesIn many cases advertisements may contain the hyperbolic character of the language This exaggeration causes increased number of comparative and superlative adjectives The product is better nicer newer and tighter and the customer is happier and more satisfied The product offers more information more entertainment more comfort more than any other product Most advertisements use gradable adjectives (they describe qualities that can be measured in degrees they can be used in comparative or superlative forms) than non-gradable adjectives (ldquothey describe qualities that are completely present or completely absent) A limited range of evaluative adjectives includes new clean white real fresh right natural big great slim soft wholesome improved are also used in advertisements

NumeralsMany advertisements make use of numerals to define the characteristics of the product exactly Numerals are used to define quantity of various aspects for example percentage of some substance in a product number of years in connection to the length of the tradition of the product (Bhima Gold 85 Years old) the number of satisfied customers etc Manipulating numbers to give an exaggerated notion of their gain and a minimized version of their spending is one of the tricks of the trade So we say your safety costs just Rs 5 a day rather than Rs 150 a month or Rs 1825 a year But when it comes to your gain you say get an interest of Rs 1800- a year rather than Rs 5 a day Zeroes have a mesmerising quality which a smart copywriter exploits to sell (Thomas 1997) The Hero Honda (CD-Dawn) ad picks up the similar theme and highlights the magic of digits in this way

100 Days100000 Bikes Celebrating a Record Breaking AchievementZeroes epitomise the hugeness of size It multiplies the value of number and so the product Some ad lines include mathematical signs to establish their product in the market These signs could be anything but they are effective and meaningful when they are use in context of place Two more ads have the similar propositions are Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarianIn both ads marks are used to emphasize the USP (unique selling proposition) The numerical adjective (cardinal) 100 is being actively placed with mark to ensure the genuineness of the product First ad talks of purity as a unique selling funda while other ad targets the vegetarian gentry Dettol is a symbol of the good health and hygiene The brand Dettol shows that how much one cares and loves for his family Anchor toothpaste has a different appeal segmented to a particular group who has an aversion to no vegetarian products When writing ad copy copywriter tries to include signs and symbols as they take less space and effort and finally convey the messages across the consumersFormation of new words and phrasesAdvertising texts take advantage of using made-up or adapted words and expressions in order to support the creative aspect of advertisement and its attraction The other forms of creation of new words are affixation conversion shortening blending and back-formation

Use of Compound wordsVery striking feature of advertising language is a variety of ldquolexical units where each unit is consisting of two or more bases (roots)rdquoThey are called compound words A compound word may be characterized by its inseparability (it cannot be interrupted by another word) semantic unity morphological and syntactic functioning and certain phonetical and graphic features Examples of compounds used in advertisements are good-as-homemade pain-relieving state-of-the-art hand-crafted head-to-toe one-of-a-kind platinum-inlayed all-new front-facing touch-sensitive built-in etcCompounds are

very flexible and embody the innovative spirit of advertising fully they can also make a profound impression on peoplersquos mind when the consumers see the product for the first sight

Idiomatic constructions

Copywriters use idioms and proverbs in advertisements because these constructions are familiar to most potential customers in a society If the picture accompanies the text the picture usually does not represent the figurative - and of course - correct and common meaning of the idiom but it represents the image and representation of the literal meanings of its constituentsldquoChallenge us ndash and get yourself a bigger slice of the cakerdquo (Siemens Financial Services)An idiom lsquoa bigger slice of the cakersquo means a share of the available money or benefits that you believe you have a right to A picture represents two happy young women eating a cake

Use of First and Second Personal Pronouns

Pronouns of the first and second person ldquowerdquo ldquoIrdquo and ldquoyourdquo outnumber the other pronouns in advertisements because these help create a friend-like intimate atmosphere to move and persuade the audience Advertisements with lots of pronouns of the first and second person are called gossip advertisements The audience will easily accept a product a service or an idea as if a good friend recommended them The use of second person addressee ldquoyourdquo tends to shorten the distance between the product or the producer and consumers as if the producer or the ad is speaking to you face to face making sincere promises honest recommendations For example

Ford The choice is yours The honor is ours

This headline is from the Ford motor where the manufacturer put itself in a very humble position

therefore it makes the readers feel they are respectable and higher in status

The use of first person addresser ldquowerdquo and ldquousrdquo is the most direct way to tell the receiver what the sponsor of an ad slogan stands for his idea his view and his credit Itrsquos a little bit like a self-introduction to the potential customers to let them know you recognize you believe you and trust you For example

Yamaha Every time we race you win

It is for Yamaha electronic organ It implies no matter how fierce the competition is the customer is always getting benefits

Use of Emotive or Evaluative Adjectives or Adjectival Phrases

Such words can stimulate envy dreams and desires by evoking looks touch taste smell and sounds without actually misrepresenting a productAccording to the research of choice of words in advertising by linguist G N Leech the most frequently used 20 words are

1new 2goodbest　 3free 4fresh 5delicious 6full 7sure 8clean 9wonderful 10special 11crisp 12fine 13big 14great 15real 16easy 17bright 18extra 19safe 20rich 　

Among these words ldquonewrdquo is the most common one which shows peoplersquos desire for original idea and fresh concept An American advertising expert once said ldquoThe most powerful words you can use in a headline are free and newrdquo

Use of Technical Terms and Scientific Sounding Words

In the advertisements of electrical appliances especially exquisite instruments such as photocopiers digital videos digital televisions one can see lots of technical terms that is rarely heard of Using of these words helps

to leave an impression of professional and advanced in the technical field For example

Pure Color Beautiful full-color copies are in full bloom from Minolta Because our Laser Intensity Modulation System (LIMOS) various color intensity per dot in 256 gradations with 400 dots per inch resolution All to create subtle colors and textures you have to see to believe So experience Minolta digital full color copiers For color copying theyrsquore pure quality This is the advertisement of Minolta color copier in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional People may not know the exact meaning of it but they may consider it scientific and trustworthy

Use of Negative Words

Negative words are often used in advertisements such as no none nothing never etc to show the uniqueness and unparalleled quality of the product For example Opium Never has a perfume provoked such emotion

Use of Inclusive Words

Apart from negative words the admen are also fond of the inclusive words such as all every always etc to indicate that the reference is universal For eg Coca-Cola Always Coca-Cola

Use of Coined Words

Coined words are both new and memorable Coined words are kind of smart words that have special meaning in the specified context They can raise the interests of the ad headline receivers make them ponder upon the meaning and marvel at the smart idea of the admen By so doing they recognize the brand

For example Hotel TWOGETHER The ultimate all inclusive one price sun kissed holiday

It is an advertisement on providing a couple with a holiday inn ldquoTwogetherrdquo and ldquotogetherrdquo are similar both in spelling and pronunciation ldquoTordquo is misspelled as ldquoTwordquo

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

Phonological features of Language of advertising

The study of speech structure within a language including both the patterns of basic speech units and the accepted rules of pronunciation is known as phonology The smallest units of sound that make up a language are called phonemes Advertising language often uses the techniques similar to those in poetic texts The advantage of so-called mnemonic devices (rhyme rhythm alliteration and assonance) is the mnemotechnical effect It guarantees that the receiver of the advertisement better remembers the text and recalls it at the right moment

RhymeRhyme is a pattern of ldquoidentity of sound between words or verse-lines extending from the end to the last fully accented vowel and not furtherrdquo Rhyme refers to sounds not spelling It is commonly found in jingles slogans and headlines Rhyme covers the repeating of the similar sounds in the wordsFor eg- Dont just book it Thomas Cook it (Thomas Cook is a travel company)Nothing sucks like an Electrolux (vacuum cleaner)

RhythmThe aim of advertising is to be catchy and easy to remember for which the prosodic features ndash intonation rhythm and lexical stress that are having great emotional and mnemonic effect will be useful Even the scientists cannot explain attractive power of rhythm and repetition on human mind Copywriters often use language with rhythmical arrangement The listener or reader need not notice it and he perceives it only subconsciously The result is that the text is memorable and linguistically neat

AlliterationAlliteration can be defined as ldquoliterary technique in which successive words (more strictly stressed syllables) begin

with the same consonant sound or letterrdquo It is widely used in advertising slogans Eg- ldquoPerformance Prestige Passion for Innovationrdquo

AssonanceAssonance is a linguistic device in which the same vowel in successive stressed syllables creates a vowel harmony It is not so obvious type of scheme as alliteration

ldquoHow much reality can you handlerdquo

TransliterationEven the use of transliteration in advertisement is not so frequent When it is occurred it makes a positive result It definitely attracts readerrsquos attention Transliteration means the transformation of foreign words into English Usually the spelling of the foreign word is different but the pronunciation in these special cases is the same as English For Eg-ldquoBE COINTREAUVERSIALrdquo (Here COINTREAU is the name of French alcoholic drink)

HomophonesIn English there are many words that sound the same but are spelled differently Linguists call them homophones Copywriters use homophony to create puns in advertising language This kind of play works best in print

Onomathopoeic wordsldquoIt is a combination of speech-sounds produced in nature (wind sea thunderhellip) by things (machines tools) by people (singing laughter) and by animals A combination of speech sounds of this type will inevitably be associated with whatever produces the natural soundrdquo Onomathopoeic sounds can help to imagine certain situation or action better They can in a way serve as mnemonic as well It definitely brings something appealing to the slogan and that is the goal of advertisers

Morphological and Lexical features of Advertising Language-

Morphology is the study of the smallest units of meaning morphemes Knowledge of the morphology of

our language is critical to vocabulary development and reflects the smallest building blocks for comprehensionThe characteristics of the vocabulary of advertising is analysed in following paragraphs

Verb phraseThere exist two types of structure of verb phrase finite verb phrase and non-finite verb phrase The first one is ldquoa verb phrase in which the first or only word is a finite verb the rest of the phrase (if any) consisting of non-finite verbs The infinitive the ndashing participle and the ndashed participle are the non-finite forms of the verbrdquo In advertising ldquoverbal groups are mostly of maximum simplicity consisting of only one wordrdquo According to Leech passive voice occurs very sporadically and so does the application of auxiliary verbs Two auxiliary verbs often used in advertising are the future auxiliary lsquowillrsquo because it evokes the impression of lsquopromisersquo and the modal auxiliary lsquocanrsquo If an animate subject precedes the verb lsquocanrsquo (in most cases lsquoyoursquo = lsquocustomerrsquo1048578 lsquoyou canhelliprsquo) the consumer is told that the product gives him or her the lsquoabilityrsquo to do this or that If an inanimate subject (in most cases the brand-name 1048578 eg lsquoNivea peeling canhelliprsquo) precedes lsquocanrsquo the consumer is told what lsquopossibilitiesrsquo the product offers

Noun phraseIn general noun phrases in advertisements are far more complex than verb phrases In advertising language the interesting part of the noun phrase is the pre modifying part which is usually very complex and is characterized by certain unusual structural features The complexity of pre-modification is based on the effort to catch describe and specify the properties of the product in attractive way

ldquoFirst automatic chronograph with a 72-hour power-reserve and patented compression push-buttons Mechanical automatic movement made in houserdquo

Here the only verb is the verb lsquomakersquo in passive voice In many cases whole advertising text does not contain any

verb it consists only of noun phrases Inside the noun phrase clusters of two three or more adjectives are possibleEg-ldquoGingery Fudgy Nutty Creamy Mischievous Mouthfulsrdquo

AdjectivesIn many cases advertisements may contain the hyperbolic character of the language This exaggeration causes increased number of comparative and superlative adjectives The product is better nicer newer and tighter and the customer is happier and more satisfied The product offers more information more entertainment more comfort more than any other product Most advertisements use gradable adjectives (they describe qualities that can be measured in degrees they can be used in comparative or superlative forms) than non-gradable adjectives (ldquothey describe qualities that are completely present or completely absent) A limited range of evaluative adjectives includes new clean white real fresh right natural big great slim soft wholesome improved are also used in advertisements

NumeralsMany advertisements make use of numerals to define the characteristics of the product exactly Numerals are used to define quantity of various aspects for example percentage of some substance in a product number of years in connection to the length of the tradition of the product (Bhima Gold 85 Years old) the number of satisfied customers etc Manipulating numbers to give an exaggerated notion of their gain and a minimized version of their spending is one of the tricks of the trade So we say your safety costs just Rs 5 a day rather than Rs 150 a month or Rs 1825 a year But when it comes to your gain you say get an interest of Rs 1800- a year rather than Rs 5 a day Zeroes have a mesmerising quality which a smart copywriter exploits to sell (Thomas 1997) The Hero Honda (CD-Dawn) ad picks up the similar theme and highlights the magic of digits in this way

100 Days100000 Bikes Celebrating a Record Breaking AchievementZeroes epitomise the hugeness of size It multiplies the value of number and so the product Some ad lines include mathematical signs to establish their product in the market These signs could be anything but they are effective and meaningful when they are use in context of place Two more ads have the similar propositions are Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarianIn both ads marks are used to emphasize the USP (unique selling proposition) The numerical adjective (cardinal) 100 is being actively placed with mark to ensure the genuineness of the product First ad talks of purity as a unique selling funda while other ad targets the vegetarian gentry Dettol is a symbol of the good health and hygiene The brand Dettol shows that how much one cares and loves for his family Anchor toothpaste has a different appeal segmented to a particular group who has an aversion to no vegetarian products When writing ad copy copywriter tries to include signs and symbols as they take less space and effort and finally convey the messages across the consumersFormation of new words and phrasesAdvertising texts take advantage of using made-up or adapted words and expressions in order to support the creative aspect of advertisement and its attraction The other forms of creation of new words are affixation conversion shortening blending and back-formation

Use of Compound wordsVery striking feature of advertising language is a variety of ldquolexical units where each unit is consisting of two or more bases (roots)rdquoThey are called compound words A compound word may be characterized by its inseparability (it cannot be interrupted by another word) semantic unity morphological and syntactic functioning and certain phonetical and graphic features Examples of compounds used in advertisements are good-as-homemade pain-relieving state-of-the-art hand-crafted head-to-toe one-of-a-kind platinum-inlayed all-new front-facing touch-sensitive built-in etcCompounds are

very flexible and embody the innovative spirit of advertising fully they can also make a profound impression on peoplersquos mind when the consumers see the product for the first sight

Idiomatic constructions

Copywriters use idioms and proverbs in advertisements because these constructions are familiar to most potential customers in a society If the picture accompanies the text the picture usually does not represent the figurative - and of course - correct and common meaning of the idiom but it represents the image and representation of the literal meanings of its constituentsldquoChallenge us ndash and get yourself a bigger slice of the cakerdquo (Siemens Financial Services)An idiom lsquoa bigger slice of the cakersquo means a share of the available money or benefits that you believe you have a right to A picture represents two happy young women eating a cake

Use of First and Second Personal Pronouns

Pronouns of the first and second person ldquowerdquo ldquoIrdquo and ldquoyourdquo outnumber the other pronouns in advertisements because these help create a friend-like intimate atmosphere to move and persuade the audience Advertisements with lots of pronouns of the first and second person are called gossip advertisements The audience will easily accept a product a service or an idea as if a good friend recommended them The use of second person addressee ldquoyourdquo tends to shorten the distance between the product or the producer and consumers as if the producer or the ad is speaking to you face to face making sincere promises honest recommendations For example

Ford The choice is yours The honor is ours

This headline is from the Ford motor where the manufacturer put itself in a very humble position

therefore it makes the readers feel they are respectable and higher in status

The use of first person addresser ldquowerdquo and ldquousrdquo is the most direct way to tell the receiver what the sponsor of an ad slogan stands for his idea his view and his credit Itrsquos a little bit like a self-introduction to the potential customers to let them know you recognize you believe you and trust you For example

Yamaha Every time we race you win

It is for Yamaha electronic organ It implies no matter how fierce the competition is the customer is always getting benefits

Use of Emotive or Evaluative Adjectives or Adjectival Phrases

Such words can stimulate envy dreams and desires by evoking looks touch taste smell and sounds without actually misrepresenting a productAccording to the research of choice of words in advertising by linguist G N Leech the most frequently used 20 words are

1new 2goodbest　 3free 4fresh 5delicious 6full 7sure 8clean 9wonderful 10special 11crisp 12fine 13big 14great 15real 16easy 17bright 18extra 19safe 20rich 　

Among these words ldquonewrdquo is the most common one which shows peoplersquos desire for original idea and fresh concept An American advertising expert once said ldquoThe most powerful words you can use in a headline are free and newrdquo

Use of Technical Terms and Scientific Sounding Words

In the advertisements of electrical appliances especially exquisite instruments such as photocopiers digital videos digital televisions one can see lots of technical terms that is rarely heard of Using of these words helps

to leave an impression of professional and advanced in the technical field For example

Pure Color Beautiful full-color copies are in full bloom from Minolta Because our Laser Intensity Modulation System (LIMOS) various color intensity per dot in 256 gradations with 400 dots per inch resolution All to create subtle colors and textures you have to see to believe So experience Minolta digital full color copiers For color copying theyrsquore pure quality This is the advertisement of Minolta color copier in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional People may not know the exact meaning of it but they may consider it scientific and trustworthy

Use of Negative Words

Negative words are often used in advertisements such as no none nothing never etc to show the uniqueness and unparalleled quality of the product For example Opium Never has a perfume provoked such emotion

Use of Inclusive Words

Apart from negative words the admen are also fond of the inclusive words such as all every always etc to indicate that the reference is universal For eg Coca-Cola Always Coca-Cola

Use of Coined Words

Coined words are both new and memorable Coined words are kind of smart words that have special meaning in the specified context They can raise the interests of the ad headline receivers make them ponder upon the meaning and marvel at the smart idea of the admen By so doing they recognize the brand

For example Hotel TWOGETHER The ultimate all inclusive one price sun kissed holiday

It is an advertisement on providing a couple with a holiday inn ldquoTwogetherrdquo and ldquotogetherrdquo are similar both in spelling and pronunciation ldquoTordquo is misspelled as ldquoTwordquo

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

with the same consonant sound or letterrdquo It is widely used in advertising slogans Eg- ldquoPerformance Prestige Passion for Innovationrdquo

AssonanceAssonance is a linguistic device in which the same vowel in successive stressed syllables creates a vowel harmony It is not so obvious type of scheme as alliteration

ldquoHow much reality can you handlerdquo

TransliterationEven the use of transliteration in advertisement is not so frequent When it is occurred it makes a positive result It definitely attracts readerrsquos attention Transliteration means the transformation of foreign words into English Usually the spelling of the foreign word is different but the pronunciation in these special cases is the same as English For Eg-ldquoBE COINTREAUVERSIALrdquo (Here COINTREAU is the name of French alcoholic drink)

HomophonesIn English there are many words that sound the same but are spelled differently Linguists call them homophones Copywriters use homophony to create puns in advertising language This kind of play works best in print

Onomathopoeic wordsldquoIt is a combination of speech-sounds produced in nature (wind sea thunderhellip) by things (machines tools) by people (singing laughter) and by animals A combination of speech sounds of this type will inevitably be associated with whatever produces the natural soundrdquo Onomathopoeic sounds can help to imagine certain situation or action better They can in a way serve as mnemonic as well It definitely brings something appealing to the slogan and that is the goal of advertisers

Morphological and Lexical features of Advertising Language-

Morphology is the study of the smallest units of meaning morphemes Knowledge of the morphology of

our language is critical to vocabulary development and reflects the smallest building blocks for comprehensionThe characteristics of the vocabulary of advertising is analysed in following paragraphs

Verb phraseThere exist two types of structure of verb phrase finite verb phrase and non-finite verb phrase The first one is ldquoa verb phrase in which the first or only word is a finite verb the rest of the phrase (if any) consisting of non-finite verbs The infinitive the ndashing participle and the ndashed participle are the non-finite forms of the verbrdquo In advertising ldquoverbal groups are mostly of maximum simplicity consisting of only one wordrdquo According to Leech passive voice occurs very sporadically and so does the application of auxiliary verbs Two auxiliary verbs often used in advertising are the future auxiliary lsquowillrsquo because it evokes the impression of lsquopromisersquo and the modal auxiliary lsquocanrsquo If an animate subject precedes the verb lsquocanrsquo (in most cases lsquoyoursquo = lsquocustomerrsquo1048578 lsquoyou canhelliprsquo) the consumer is told that the product gives him or her the lsquoabilityrsquo to do this or that If an inanimate subject (in most cases the brand-name 1048578 eg lsquoNivea peeling canhelliprsquo) precedes lsquocanrsquo the consumer is told what lsquopossibilitiesrsquo the product offers

Noun phraseIn general noun phrases in advertisements are far more complex than verb phrases In advertising language the interesting part of the noun phrase is the pre modifying part which is usually very complex and is characterized by certain unusual structural features The complexity of pre-modification is based on the effort to catch describe and specify the properties of the product in attractive way

ldquoFirst automatic chronograph with a 72-hour power-reserve and patented compression push-buttons Mechanical automatic movement made in houserdquo

Here the only verb is the verb lsquomakersquo in passive voice In many cases whole advertising text does not contain any

verb it consists only of noun phrases Inside the noun phrase clusters of two three or more adjectives are possibleEg-ldquoGingery Fudgy Nutty Creamy Mischievous Mouthfulsrdquo

AdjectivesIn many cases advertisements may contain the hyperbolic character of the language This exaggeration causes increased number of comparative and superlative adjectives The product is better nicer newer and tighter and the customer is happier and more satisfied The product offers more information more entertainment more comfort more than any other product Most advertisements use gradable adjectives (they describe qualities that can be measured in degrees they can be used in comparative or superlative forms) than non-gradable adjectives (ldquothey describe qualities that are completely present or completely absent) A limited range of evaluative adjectives includes new clean white real fresh right natural big great slim soft wholesome improved are also used in advertisements

NumeralsMany advertisements make use of numerals to define the characteristics of the product exactly Numerals are used to define quantity of various aspects for example percentage of some substance in a product number of years in connection to the length of the tradition of the product (Bhima Gold 85 Years old) the number of satisfied customers etc Manipulating numbers to give an exaggerated notion of their gain and a minimized version of their spending is one of the tricks of the trade So we say your safety costs just Rs 5 a day rather than Rs 150 a month or Rs 1825 a year But when it comes to your gain you say get an interest of Rs 1800- a year rather than Rs 5 a day Zeroes have a mesmerising quality which a smart copywriter exploits to sell (Thomas 1997) The Hero Honda (CD-Dawn) ad picks up the similar theme and highlights the magic of digits in this way

100 Days100000 Bikes Celebrating a Record Breaking AchievementZeroes epitomise the hugeness of size It multiplies the value of number and so the product Some ad lines include mathematical signs to establish their product in the market These signs could be anything but they are effective and meaningful when they are use in context of place Two more ads have the similar propositions are Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarianIn both ads marks are used to emphasize the USP (unique selling proposition) The numerical adjective (cardinal) 100 is being actively placed with mark to ensure the genuineness of the product First ad talks of purity as a unique selling funda while other ad targets the vegetarian gentry Dettol is a symbol of the good health and hygiene The brand Dettol shows that how much one cares and loves for his family Anchor toothpaste has a different appeal segmented to a particular group who has an aversion to no vegetarian products When writing ad copy copywriter tries to include signs and symbols as they take less space and effort and finally convey the messages across the consumersFormation of new words and phrasesAdvertising texts take advantage of using made-up or adapted words and expressions in order to support the creative aspect of advertisement and its attraction The other forms of creation of new words are affixation conversion shortening blending and back-formation

Use of Compound wordsVery striking feature of advertising language is a variety of ldquolexical units where each unit is consisting of two or more bases (roots)rdquoThey are called compound words A compound word may be characterized by its inseparability (it cannot be interrupted by another word) semantic unity morphological and syntactic functioning and certain phonetical and graphic features Examples of compounds used in advertisements are good-as-homemade pain-relieving state-of-the-art hand-crafted head-to-toe one-of-a-kind platinum-inlayed all-new front-facing touch-sensitive built-in etcCompounds are

very flexible and embody the innovative spirit of advertising fully they can also make a profound impression on peoplersquos mind when the consumers see the product for the first sight

Idiomatic constructions

Copywriters use idioms and proverbs in advertisements because these constructions are familiar to most potential customers in a society If the picture accompanies the text the picture usually does not represent the figurative - and of course - correct and common meaning of the idiom but it represents the image and representation of the literal meanings of its constituentsldquoChallenge us ndash and get yourself a bigger slice of the cakerdquo (Siemens Financial Services)An idiom lsquoa bigger slice of the cakersquo means a share of the available money or benefits that you believe you have a right to A picture represents two happy young women eating a cake

Use of First and Second Personal Pronouns

Pronouns of the first and second person ldquowerdquo ldquoIrdquo and ldquoyourdquo outnumber the other pronouns in advertisements because these help create a friend-like intimate atmosphere to move and persuade the audience Advertisements with lots of pronouns of the first and second person are called gossip advertisements The audience will easily accept a product a service or an idea as if a good friend recommended them The use of second person addressee ldquoyourdquo tends to shorten the distance between the product or the producer and consumers as if the producer or the ad is speaking to you face to face making sincere promises honest recommendations For example

Ford The choice is yours The honor is ours

This headline is from the Ford motor where the manufacturer put itself in a very humble position

therefore it makes the readers feel they are respectable and higher in status

The use of first person addresser ldquowerdquo and ldquousrdquo is the most direct way to tell the receiver what the sponsor of an ad slogan stands for his idea his view and his credit Itrsquos a little bit like a self-introduction to the potential customers to let them know you recognize you believe you and trust you For example

Yamaha Every time we race you win

It is for Yamaha electronic organ It implies no matter how fierce the competition is the customer is always getting benefits

Use of Emotive or Evaluative Adjectives or Adjectival Phrases

Such words can stimulate envy dreams and desires by evoking looks touch taste smell and sounds without actually misrepresenting a productAccording to the research of choice of words in advertising by linguist G N Leech the most frequently used 20 words are

1new 2goodbest　 3free 4fresh 5delicious 6full 7sure 8clean 9wonderful 10special 11crisp 12fine 13big 14great 15real 16easy 17bright 18extra 19safe 20rich 　

Among these words ldquonewrdquo is the most common one which shows peoplersquos desire for original idea and fresh concept An American advertising expert once said ldquoThe most powerful words you can use in a headline are free and newrdquo

Use of Technical Terms and Scientific Sounding Words

In the advertisements of electrical appliances especially exquisite instruments such as photocopiers digital videos digital televisions one can see lots of technical terms that is rarely heard of Using of these words helps

to leave an impression of professional and advanced in the technical field For example

Pure Color Beautiful full-color copies are in full bloom from Minolta Because our Laser Intensity Modulation System (LIMOS) various color intensity per dot in 256 gradations with 400 dots per inch resolution All to create subtle colors and textures you have to see to believe So experience Minolta digital full color copiers For color copying theyrsquore pure quality This is the advertisement of Minolta color copier in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional People may not know the exact meaning of it but they may consider it scientific and trustworthy

Use of Negative Words

Negative words are often used in advertisements such as no none nothing never etc to show the uniqueness and unparalleled quality of the product For example Opium Never has a perfume provoked such emotion

Use of Inclusive Words

Apart from negative words the admen are also fond of the inclusive words such as all every always etc to indicate that the reference is universal For eg Coca-Cola Always Coca-Cola

Use of Coined Words

Coined words are both new and memorable Coined words are kind of smart words that have special meaning in the specified context They can raise the interests of the ad headline receivers make them ponder upon the meaning and marvel at the smart idea of the admen By so doing they recognize the brand

For example Hotel TWOGETHER The ultimate all inclusive one price sun kissed holiday

It is an advertisement on providing a couple with a holiday inn ldquoTwogetherrdquo and ldquotogetherrdquo are similar both in spelling and pronunciation ldquoTordquo is misspelled as ldquoTwordquo

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

our language is critical to vocabulary development and reflects the smallest building blocks for comprehensionThe characteristics of the vocabulary of advertising is analysed in following paragraphs

Verb phraseThere exist two types of structure of verb phrase finite verb phrase and non-finite verb phrase The first one is ldquoa verb phrase in which the first or only word is a finite verb the rest of the phrase (if any) consisting of non-finite verbs The infinitive the ndashing participle and the ndashed participle are the non-finite forms of the verbrdquo In advertising ldquoverbal groups are mostly of maximum simplicity consisting of only one wordrdquo According to Leech passive voice occurs very sporadically and so does the application of auxiliary verbs Two auxiliary verbs often used in advertising are the future auxiliary lsquowillrsquo because it evokes the impression of lsquopromisersquo and the modal auxiliary lsquocanrsquo If an animate subject precedes the verb lsquocanrsquo (in most cases lsquoyoursquo = lsquocustomerrsquo1048578 lsquoyou canhelliprsquo) the consumer is told that the product gives him or her the lsquoabilityrsquo to do this or that If an inanimate subject (in most cases the brand-name 1048578 eg lsquoNivea peeling canhelliprsquo) precedes lsquocanrsquo the consumer is told what lsquopossibilitiesrsquo the product offers

Noun phraseIn general noun phrases in advertisements are far more complex than verb phrases In advertising language the interesting part of the noun phrase is the pre modifying part which is usually very complex and is characterized by certain unusual structural features The complexity of pre-modification is based on the effort to catch describe and specify the properties of the product in attractive way

ldquoFirst automatic chronograph with a 72-hour power-reserve and patented compression push-buttons Mechanical automatic movement made in houserdquo

Here the only verb is the verb lsquomakersquo in passive voice In many cases whole advertising text does not contain any

verb it consists only of noun phrases Inside the noun phrase clusters of two three or more adjectives are possibleEg-ldquoGingery Fudgy Nutty Creamy Mischievous Mouthfulsrdquo

AdjectivesIn many cases advertisements may contain the hyperbolic character of the language This exaggeration causes increased number of comparative and superlative adjectives The product is better nicer newer and tighter and the customer is happier and more satisfied The product offers more information more entertainment more comfort more than any other product Most advertisements use gradable adjectives (they describe qualities that can be measured in degrees they can be used in comparative or superlative forms) than non-gradable adjectives (ldquothey describe qualities that are completely present or completely absent) A limited range of evaluative adjectives includes new clean white real fresh right natural big great slim soft wholesome improved are also used in advertisements

NumeralsMany advertisements make use of numerals to define the characteristics of the product exactly Numerals are used to define quantity of various aspects for example percentage of some substance in a product number of years in connection to the length of the tradition of the product (Bhima Gold 85 Years old) the number of satisfied customers etc Manipulating numbers to give an exaggerated notion of their gain and a minimized version of their spending is one of the tricks of the trade So we say your safety costs just Rs 5 a day rather than Rs 150 a month or Rs 1825 a year But when it comes to your gain you say get an interest of Rs 1800- a year rather than Rs 5 a day Zeroes have a mesmerising quality which a smart copywriter exploits to sell (Thomas 1997) The Hero Honda (CD-Dawn) ad picks up the similar theme and highlights the magic of digits in this way

100 Days100000 Bikes Celebrating a Record Breaking AchievementZeroes epitomise the hugeness of size It multiplies the value of number and so the product Some ad lines include mathematical signs to establish their product in the market These signs could be anything but they are effective and meaningful when they are use in context of place Two more ads have the similar propositions are Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarianIn both ads marks are used to emphasize the USP (unique selling proposition) The numerical adjective (cardinal) 100 is being actively placed with mark to ensure the genuineness of the product First ad talks of purity as a unique selling funda while other ad targets the vegetarian gentry Dettol is a symbol of the good health and hygiene The brand Dettol shows that how much one cares and loves for his family Anchor toothpaste has a different appeal segmented to a particular group who has an aversion to no vegetarian products When writing ad copy copywriter tries to include signs and symbols as they take less space and effort and finally convey the messages across the consumersFormation of new words and phrasesAdvertising texts take advantage of using made-up or adapted words and expressions in order to support the creative aspect of advertisement and its attraction The other forms of creation of new words are affixation conversion shortening blending and back-formation

Use of Compound wordsVery striking feature of advertising language is a variety of ldquolexical units where each unit is consisting of two or more bases (roots)rdquoThey are called compound words A compound word may be characterized by its inseparability (it cannot be interrupted by another word) semantic unity morphological and syntactic functioning and certain phonetical and graphic features Examples of compounds used in advertisements are good-as-homemade pain-relieving state-of-the-art hand-crafted head-to-toe one-of-a-kind platinum-inlayed all-new front-facing touch-sensitive built-in etcCompounds are

very flexible and embody the innovative spirit of advertising fully they can also make a profound impression on peoplersquos mind when the consumers see the product for the first sight

Idiomatic constructions

Copywriters use idioms and proverbs in advertisements because these constructions are familiar to most potential customers in a society If the picture accompanies the text the picture usually does not represent the figurative - and of course - correct and common meaning of the idiom but it represents the image and representation of the literal meanings of its constituentsldquoChallenge us ndash and get yourself a bigger slice of the cakerdquo (Siemens Financial Services)An idiom lsquoa bigger slice of the cakersquo means a share of the available money or benefits that you believe you have a right to A picture represents two happy young women eating a cake

Use of First and Second Personal Pronouns

Pronouns of the first and second person ldquowerdquo ldquoIrdquo and ldquoyourdquo outnumber the other pronouns in advertisements because these help create a friend-like intimate atmosphere to move and persuade the audience Advertisements with lots of pronouns of the first and second person are called gossip advertisements The audience will easily accept a product a service or an idea as if a good friend recommended them The use of second person addressee ldquoyourdquo tends to shorten the distance between the product or the producer and consumers as if the producer or the ad is speaking to you face to face making sincere promises honest recommendations For example

Ford The choice is yours The honor is ours

This headline is from the Ford motor where the manufacturer put itself in a very humble position

therefore it makes the readers feel they are respectable and higher in status

The use of first person addresser ldquowerdquo and ldquousrdquo is the most direct way to tell the receiver what the sponsor of an ad slogan stands for his idea his view and his credit Itrsquos a little bit like a self-introduction to the potential customers to let them know you recognize you believe you and trust you For example

Yamaha Every time we race you win

It is for Yamaha electronic organ It implies no matter how fierce the competition is the customer is always getting benefits

Use of Emotive or Evaluative Adjectives or Adjectival Phrases

Such words can stimulate envy dreams and desires by evoking looks touch taste smell and sounds without actually misrepresenting a productAccording to the research of choice of words in advertising by linguist G N Leech the most frequently used 20 words are

1new 2goodbest　 3free 4fresh 5delicious 6full 7sure 8clean 9wonderful 10special 11crisp 12fine 13big 14great 15real 16easy 17bright 18extra 19safe 20rich 　

Among these words ldquonewrdquo is the most common one which shows peoplersquos desire for original idea and fresh concept An American advertising expert once said ldquoThe most powerful words you can use in a headline are free and newrdquo

Use of Technical Terms and Scientific Sounding Words

In the advertisements of electrical appliances especially exquisite instruments such as photocopiers digital videos digital televisions one can see lots of technical terms that is rarely heard of Using of these words helps

to leave an impression of professional and advanced in the technical field For example

Pure Color Beautiful full-color copies are in full bloom from Minolta Because our Laser Intensity Modulation System (LIMOS) various color intensity per dot in 256 gradations with 400 dots per inch resolution All to create subtle colors and textures you have to see to believe So experience Minolta digital full color copiers For color copying theyrsquore pure quality This is the advertisement of Minolta color copier in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional People may not know the exact meaning of it but they may consider it scientific and trustworthy

Use of Negative Words

Negative words are often used in advertisements such as no none nothing never etc to show the uniqueness and unparalleled quality of the product For example Opium Never has a perfume provoked such emotion

Use of Inclusive Words

Apart from negative words the admen are also fond of the inclusive words such as all every always etc to indicate that the reference is universal For eg Coca-Cola Always Coca-Cola

Use of Coined Words

Coined words are both new and memorable Coined words are kind of smart words that have special meaning in the specified context They can raise the interests of the ad headline receivers make them ponder upon the meaning and marvel at the smart idea of the admen By so doing they recognize the brand

For example Hotel TWOGETHER The ultimate all inclusive one price sun kissed holiday

It is an advertisement on providing a couple with a holiday inn ldquoTwogetherrdquo and ldquotogetherrdquo are similar both in spelling and pronunciation ldquoTordquo is misspelled as ldquoTwordquo

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

verb it consists only of noun phrases Inside the noun phrase clusters of two three or more adjectives are possibleEg-ldquoGingery Fudgy Nutty Creamy Mischievous Mouthfulsrdquo

AdjectivesIn many cases advertisements may contain the hyperbolic character of the language This exaggeration causes increased number of comparative and superlative adjectives The product is better nicer newer and tighter and the customer is happier and more satisfied The product offers more information more entertainment more comfort more than any other product Most advertisements use gradable adjectives (they describe qualities that can be measured in degrees they can be used in comparative or superlative forms) than non-gradable adjectives (ldquothey describe qualities that are completely present or completely absent) A limited range of evaluative adjectives includes new clean white real fresh right natural big great slim soft wholesome improved are also used in advertisements

NumeralsMany advertisements make use of numerals to define the characteristics of the product exactly Numerals are used to define quantity of various aspects for example percentage of some substance in a product number of years in connection to the length of the tradition of the product (Bhima Gold 85 Years old) the number of satisfied customers etc Manipulating numbers to give an exaggerated notion of their gain and a minimized version of their spending is one of the tricks of the trade So we say your safety costs just Rs 5 a day rather than Rs 150 a month or Rs 1825 a year But when it comes to your gain you say get an interest of Rs 1800- a year rather than Rs 5 a day Zeroes have a mesmerising quality which a smart copywriter exploits to sell (Thomas 1997) The Hero Honda (CD-Dawn) ad picks up the similar theme and highlights the magic of digits in this way

100 Days100000 Bikes Celebrating a Record Breaking AchievementZeroes epitomise the hugeness of size It multiplies the value of number and so the product Some ad lines include mathematical signs to establish their product in the market These signs could be anything but they are effective and meaningful when they are use in context of place Two more ads have the similar propositions are Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarianIn both ads marks are used to emphasize the USP (unique selling proposition) The numerical adjective (cardinal) 100 is being actively placed with mark to ensure the genuineness of the product First ad talks of purity as a unique selling funda while other ad targets the vegetarian gentry Dettol is a symbol of the good health and hygiene The brand Dettol shows that how much one cares and loves for his family Anchor toothpaste has a different appeal segmented to a particular group who has an aversion to no vegetarian products When writing ad copy copywriter tries to include signs and symbols as they take less space and effort and finally convey the messages across the consumersFormation of new words and phrasesAdvertising texts take advantage of using made-up or adapted words and expressions in order to support the creative aspect of advertisement and its attraction The other forms of creation of new words are affixation conversion shortening blending and back-formation

Use of Compound wordsVery striking feature of advertising language is a variety of ldquolexical units where each unit is consisting of two or more bases (roots)rdquoThey are called compound words A compound word may be characterized by its inseparability (it cannot be interrupted by another word) semantic unity morphological and syntactic functioning and certain phonetical and graphic features Examples of compounds used in advertisements are good-as-homemade pain-relieving state-of-the-art hand-crafted head-to-toe one-of-a-kind platinum-inlayed all-new front-facing touch-sensitive built-in etcCompounds are

very flexible and embody the innovative spirit of advertising fully they can also make a profound impression on peoplersquos mind when the consumers see the product for the first sight

Idiomatic constructions

Copywriters use idioms and proverbs in advertisements because these constructions are familiar to most potential customers in a society If the picture accompanies the text the picture usually does not represent the figurative - and of course - correct and common meaning of the idiom but it represents the image and representation of the literal meanings of its constituentsldquoChallenge us ndash and get yourself a bigger slice of the cakerdquo (Siemens Financial Services)An idiom lsquoa bigger slice of the cakersquo means a share of the available money or benefits that you believe you have a right to A picture represents two happy young women eating a cake

Use of First and Second Personal Pronouns

Pronouns of the first and second person ldquowerdquo ldquoIrdquo and ldquoyourdquo outnumber the other pronouns in advertisements because these help create a friend-like intimate atmosphere to move and persuade the audience Advertisements with lots of pronouns of the first and second person are called gossip advertisements The audience will easily accept a product a service or an idea as if a good friend recommended them The use of second person addressee ldquoyourdquo tends to shorten the distance between the product or the producer and consumers as if the producer or the ad is speaking to you face to face making sincere promises honest recommendations For example

Ford The choice is yours The honor is ours

This headline is from the Ford motor where the manufacturer put itself in a very humble position

therefore it makes the readers feel they are respectable and higher in status

The use of first person addresser ldquowerdquo and ldquousrdquo is the most direct way to tell the receiver what the sponsor of an ad slogan stands for his idea his view and his credit Itrsquos a little bit like a self-introduction to the potential customers to let them know you recognize you believe you and trust you For example

Yamaha Every time we race you win

It is for Yamaha electronic organ It implies no matter how fierce the competition is the customer is always getting benefits

Use of Emotive or Evaluative Adjectives or Adjectival Phrases

Such words can stimulate envy dreams and desires by evoking looks touch taste smell and sounds without actually misrepresenting a productAccording to the research of choice of words in advertising by linguist G N Leech the most frequently used 20 words are

1new 2goodbest　 3free 4fresh 5delicious 6full 7sure 8clean 9wonderful 10special 11crisp 12fine 13big 14great 15real 16easy 17bright 18extra 19safe 20rich 　

Among these words ldquonewrdquo is the most common one which shows peoplersquos desire for original idea and fresh concept An American advertising expert once said ldquoThe most powerful words you can use in a headline are free and newrdquo

Use of Technical Terms and Scientific Sounding Words

In the advertisements of electrical appliances especially exquisite instruments such as photocopiers digital videos digital televisions one can see lots of technical terms that is rarely heard of Using of these words helps

to leave an impression of professional and advanced in the technical field For example

Pure Color Beautiful full-color copies are in full bloom from Minolta Because our Laser Intensity Modulation System (LIMOS) various color intensity per dot in 256 gradations with 400 dots per inch resolution All to create subtle colors and textures you have to see to believe So experience Minolta digital full color copiers For color copying theyrsquore pure quality This is the advertisement of Minolta color copier in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional People may not know the exact meaning of it but they may consider it scientific and trustworthy

Use of Negative Words

Negative words are often used in advertisements such as no none nothing never etc to show the uniqueness and unparalleled quality of the product For example Opium Never has a perfume provoked such emotion

Use of Inclusive Words

Apart from negative words the admen are also fond of the inclusive words such as all every always etc to indicate that the reference is universal For eg Coca-Cola Always Coca-Cola

Use of Coined Words

Coined words are both new and memorable Coined words are kind of smart words that have special meaning in the specified context They can raise the interests of the ad headline receivers make them ponder upon the meaning and marvel at the smart idea of the admen By so doing they recognize the brand

For example Hotel TWOGETHER The ultimate all inclusive one price sun kissed holiday

It is an advertisement on providing a couple with a holiday inn ldquoTwogetherrdquo and ldquotogetherrdquo are similar both in spelling and pronunciation ldquoTordquo is misspelled as ldquoTwordquo

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

100 Days100000 Bikes Celebrating a Record Breaking AchievementZeroes epitomise the hugeness of size It multiplies the value of number and so the product Some ad lines include mathematical signs to establish their product in the market These signs could be anything but they are effective and meaningful when they are use in context of place Two more ads have the similar propositions are Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarianIn both ads marks are used to emphasize the USP (unique selling proposition) The numerical adjective (cardinal) 100 is being actively placed with mark to ensure the genuineness of the product First ad talks of purity as a unique selling funda while other ad targets the vegetarian gentry Dettol is a symbol of the good health and hygiene The brand Dettol shows that how much one cares and loves for his family Anchor toothpaste has a different appeal segmented to a particular group who has an aversion to no vegetarian products When writing ad copy copywriter tries to include signs and symbols as they take less space and effort and finally convey the messages across the consumersFormation of new words and phrasesAdvertising texts take advantage of using made-up or adapted words and expressions in order to support the creative aspect of advertisement and its attraction The other forms of creation of new words are affixation conversion shortening blending and back-formation

Use of Compound wordsVery striking feature of advertising language is a variety of ldquolexical units where each unit is consisting of two or more bases (roots)rdquoThey are called compound words A compound word may be characterized by its inseparability (it cannot be interrupted by another word) semantic unity morphological and syntactic functioning and certain phonetical and graphic features Examples of compounds used in advertisements are good-as-homemade pain-relieving state-of-the-art hand-crafted head-to-toe one-of-a-kind platinum-inlayed all-new front-facing touch-sensitive built-in etcCompounds are

very flexible and embody the innovative spirit of advertising fully they can also make a profound impression on peoplersquos mind when the consumers see the product for the first sight

Idiomatic constructions

Copywriters use idioms and proverbs in advertisements because these constructions are familiar to most potential customers in a society If the picture accompanies the text the picture usually does not represent the figurative - and of course - correct and common meaning of the idiom but it represents the image and representation of the literal meanings of its constituentsldquoChallenge us ndash and get yourself a bigger slice of the cakerdquo (Siemens Financial Services)An idiom lsquoa bigger slice of the cakersquo means a share of the available money or benefits that you believe you have a right to A picture represents two happy young women eating a cake

Use of First and Second Personal Pronouns

Pronouns of the first and second person ldquowerdquo ldquoIrdquo and ldquoyourdquo outnumber the other pronouns in advertisements because these help create a friend-like intimate atmosphere to move and persuade the audience Advertisements with lots of pronouns of the first and second person are called gossip advertisements The audience will easily accept a product a service or an idea as if a good friend recommended them The use of second person addressee ldquoyourdquo tends to shorten the distance between the product or the producer and consumers as if the producer or the ad is speaking to you face to face making sincere promises honest recommendations For example

Ford The choice is yours The honor is ours

This headline is from the Ford motor where the manufacturer put itself in a very humble position

therefore it makes the readers feel they are respectable and higher in status

The use of first person addresser ldquowerdquo and ldquousrdquo is the most direct way to tell the receiver what the sponsor of an ad slogan stands for his idea his view and his credit Itrsquos a little bit like a self-introduction to the potential customers to let them know you recognize you believe you and trust you For example

Yamaha Every time we race you win

It is for Yamaha electronic organ It implies no matter how fierce the competition is the customer is always getting benefits

Use of Emotive or Evaluative Adjectives or Adjectival Phrases

Such words can stimulate envy dreams and desires by evoking looks touch taste smell and sounds without actually misrepresenting a productAccording to the research of choice of words in advertising by linguist G N Leech the most frequently used 20 words are

1new 2goodbest　 3free 4fresh 5delicious 6full 7sure 8clean 9wonderful 10special 11crisp 12fine 13big 14great 15real 16easy 17bright 18extra 19safe 20rich 　

Among these words ldquonewrdquo is the most common one which shows peoplersquos desire for original idea and fresh concept An American advertising expert once said ldquoThe most powerful words you can use in a headline are free and newrdquo

Use of Technical Terms and Scientific Sounding Words

In the advertisements of electrical appliances especially exquisite instruments such as photocopiers digital videos digital televisions one can see lots of technical terms that is rarely heard of Using of these words helps

to leave an impression of professional and advanced in the technical field For example

Pure Color Beautiful full-color copies are in full bloom from Minolta Because our Laser Intensity Modulation System (LIMOS) various color intensity per dot in 256 gradations with 400 dots per inch resolution All to create subtle colors and textures you have to see to believe So experience Minolta digital full color copiers For color copying theyrsquore pure quality This is the advertisement of Minolta color copier in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional People may not know the exact meaning of it but they may consider it scientific and trustworthy

Use of Negative Words

Negative words are often used in advertisements such as no none nothing never etc to show the uniqueness and unparalleled quality of the product For example Opium Never has a perfume provoked such emotion

Use of Inclusive Words

Apart from negative words the admen are also fond of the inclusive words such as all every always etc to indicate that the reference is universal For eg Coca-Cola Always Coca-Cola

Use of Coined Words

Coined words are both new and memorable Coined words are kind of smart words that have special meaning in the specified context They can raise the interests of the ad headline receivers make them ponder upon the meaning and marvel at the smart idea of the admen By so doing they recognize the brand

For example Hotel TWOGETHER The ultimate all inclusive one price sun kissed holiday

It is an advertisement on providing a couple with a holiday inn ldquoTwogetherrdquo and ldquotogetherrdquo are similar both in spelling and pronunciation ldquoTordquo is misspelled as ldquoTwordquo

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

very flexible and embody the innovative spirit of advertising fully they can also make a profound impression on peoplersquos mind when the consumers see the product for the first sight

Idiomatic constructions

Copywriters use idioms and proverbs in advertisements because these constructions are familiar to most potential customers in a society If the picture accompanies the text the picture usually does not represent the figurative - and of course - correct and common meaning of the idiom but it represents the image and representation of the literal meanings of its constituentsldquoChallenge us ndash and get yourself a bigger slice of the cakerdquo (Siemens Financial Services)An idiom lsquoa bigger slice of the cakersquo means a share of the available money or benefits that you believe you have a right to A picture represents two happy young women eating a cake

Use of First and Second Personal Pronouns

Pronouns of the first and second person ldquowerdquo ldquoIrdquo and ldquoyourdquo outnumber the other pronouns in advertisements because these help create a friend-like intimate atmosphere to move and persuade the audience Advertisements with lots of pronouns of the first and second person are called gossip advertisements The audience will easily accept a product a service or an idea as if a good friend recommended them The use of second person addressee ldquoyourdquo tends to shorten the distance between the product or the producer and consumers as if the producer or the ad is speaking to you face to face making sincere promises honest recommendations For example

Ford The choice is yours The honor is ours

This headline is from the Ford motor where the manufacturer put itself in a very humble position

therefore it makes the readers feel they are respectable and higher in status

The use of first person addresser ldquowerdquo and ldquousrdquo is the most direct way to tell the receiver what the sponsor of an ad slogan stands for his idea his view and his credit Itrsquos a little bit like a self-introduction to the potential customers to let them know you recognize you believe you and trust you For example

Yamaha Every time we race you win

It is for Yamaha electronic organ It implies no matter how fierce the competition is the customer is always getting benefits

Use of Emotive or Evaluative Adjectives or Adjectival Phrases

Such words can stimulate envy dreams and desires by evoking looks touch taste smell and sounds without actually misrepresenting a productAccording to the research of choice of words in advertising by linguist G N Leech the most frequently used 20 words are

1new 2goodbest　 3free 4fresh 5delicious 6full 7sure 8clean 9wonderful 10special 11crisp 12fine 13big 14great 15real 16easy 17bright 18extra 19safe 20rich 　

Among these words ldquonewrdquo is the most common one which shows peoplersquos desire for original idea and fresh concept An American advertising expert once said ldquoThe most powerful words you can use in a headline are free and newrdquo

Use of Technical Terms and Scientific Sounding Words

In the advertisements of electrical appliances especially exquisite instruments such as photocopiers digital videos digital televisions one can see lots of technical terms that is rarely heard of Using of these words helps

to leave an impression of professional and advanced in the technical field For example

Pure Color Beautiful full-color copies are in full bloom from Minolta Because our Laser Intensity Modulation System (LIMOS) various color intensity per dot in 256 gradations with 400 dots per inch resolution All to create subtle colors and textures you have to see to believe So experience Minolta digital full color copiers For color copying theyrsquore pure quality This is the advertisement of Minolta color copier in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional People may not know the exact meaning of it but they may consider it scientific and trustworthy

Use of Negative Words

Negative words are often used in advertisements such as no none nothing never etc to show the uniqueness and unparalleled quality of the product For example Opium Never has a perfume provoked such emotion

Use of Inclusive Words

Apart from negative words the admen are also fond of the inclusive words such as all every always etc to indicate that the reference is universal For eg Coca-Cola Always Coca-Cola

Use of Coined Words

Coined words are both new and memorable Coined words are kind of smart words that have special meaning in the specified context They can raise the interests of the ad headline receivers make them ponder upon the meaning and marvel at the smart idea of the admen By so doing they recognize the brand

For example Hotel TWOGETHER The ultimate all inclusive one price sun kissed holiday

It is an advertisement on providing a couple with a holiday inn ldquoTwogetherrdquo and ldquotogetherrdquo are similar both in spelling and pronunciation ldquoTordquo is misspelled as ldquoTwordquo

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

therefore it makes the readers feel they are respectable and higher in status

The use of first person addresser ldquowerdquo and ldquousrdquo is the most direct way to tell the receiver what the sponsor of an ad slogan stands for his idea his view and his credit Itrsquos a little bit like a self-introduction to the potential customers to let them know you recognize you believe you and trust you For example

Yamaha Every time we race you win

It is for Yamaha electronic organ It implies no matter how fierce the competition is the customer is always getting benefits

Use of Emotive or Evaluative Adjectives or Adjectival Phrases

Such words can stimulate envy dreams and desires by evoking looks touch taste smell and sounds without actually misrepresenting a productAccording to the research of choice of words in advertising by linguist G N Leech the most frequently used 20 words are

1new 2goodbest　 3free 4fresh 5delicious 6full 7sure 8clean 9wonderful 10special 11crisp 12fine 13big 14great 15real 16easy 17bright 18extra 19safe 20rich 　

Among these words ldquonewrdquo is the most common one which shows peoplersquos desire for original idea and fresh concept An American advertising expert once said ldquoThe most powerful words you can use in a headline are free and newrdquo

Use of Technical Terms and Scientific Sounding Words

In the advertisements of electrical appliances especially exquisite instruments such as photocopiers digital videos digital televisions one can see lots of technical terms that is rarely heard of Using of these words helps

to leave an impression of professional and advanced in the technical field For example

Pure Color Beautiful full-color copies are in full bloom from Minolta Because our Laser Intensity Modulation System (LIMOS) various color intensity per dot in 256 gradations with 400 dots per inch resolution All to create subtle colors and textures you have to see to believe So experience Minolta digital full color copiers For color copying theyrsquore pure quality This is the advertisement of Minolta color copier in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional People may not know the exact meaning of it but they may consider it scientific and trustworthy

Use of Negative Words

Negative words are often used in advertisements such as no none nothing never etc to show the uniqueness and unparalleled quality of the product For example Opium Never has a perfume provoked such emotion

Use of Inclusive Words

Apart from negative words the admen are also fond of the inclusive words such as all every always etc to indicate that the reference is universal For eg Coca-Cola Always Coca-Cola

Use of Coined Words

Coined words are both new and memorable Coined words are kind of smart words that have special meaning in the specified context They can raise the interests of the ad headline receivers make them ponder upon the meaning and marvel at the smart idea of the admen By so doing they recognize the brand

For example Hotel TWOGETHER The ultimate all inclusive one price sun kissed holiday

It is an advertisement on providing a couple with a holiday inn ldquoTwogetherrdquo and ldquotogetherrdquo are similar both in spelling and pronunciation ldquoTordquo is misspelled as ldquoTwordquo

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

to leave an impression of professional and advanced in the technical field For example

Pure Color Beautiful full-color copies are in full bloom from Minolta Because our Laser Intensity Modulation System (LIMOS) various color intensity per dot in 256 gradations with 400 dots per inch resolution All to create subtle colors and textures you have to see to believe So experience Minolta digital full color copiers For color copying theyrsquore pure quality This is the advertisement of Minolta color copier in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional People may not know the exact meaning of it but they may consider it scientific and trustworthy

Use of Negative Words

Negative words are often used in advertisements such as no none nothing never etc to show the uniqueness and unparalleled quality of the product For example Opium Never has a perfume provoked such emotion

Use of Inclusive Words

Apart from negative words the admen are also fond of the inclusive words such as all every always etc to indicate that the reference is universal For eg Coca-Cola Always Coca-Cola

Use of Coined Words

Coined words are both new and memorable Coined words are kind of smart words that have special meaning in the specified context They can raise the interests of the ad headline receivers make them ponder upon the meaning and marvel at the smart idea of the admen By so doing they recognize the brand

For example Hotel TWOGETHER The ultimate all inclusive one price sun kissed holiday

It is an advertisement on providing a couple with a holiday inn ldquoTwogetherrdquo and ldquotogetherrdquo are similar both in spelling and pronunciation ldquoTordquo is misspelled as ldquoTwordquo

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

on purpose by the advertiser to indicate that the couple could get the romantic yesterday once more if they spend their holiday together in this inn Psychologically emotion between lovers tends to become common and ordinary on the surface after a long period ldquoTwogetherrdquo here can remind them of the romantic time in the past This advertisement is just intended to cater for such a psychological need

Pun

The pun is ldquois a form of word play that deliberately exploits an ambiguity between similar-sounding words for humorous or rhetorical effect The use of Puns by admen has a number of advantages 1 it attracts readers attention 2make advertisement readable and memorable 3arise consumers interest and imagination and finally 4it deeply affect readers by its readability wit and humour Pun is a play on words it increases the humour of advertising and makes the advertising pregnant with meaning Appropriate application of pun can attract readersrsquo attention make the body copy readable and memorable and arouse consumersrsquo interest and imagination

For exampleldquoCoke refreshes you like no other canrdquo(Coca-Cola)

In this advertising ldquocanrdquo maybe understand as a bottle for drink and it also can be used as an auxiliary verb So this sentence has two meanings

First is ldquoCoke refreshes you like no other can (can refresh you)rdquo

Second is ldquoCoke refreshes you like no other (drinks) can (refresh you)rdquo

Foreign wordsLoan WordsForeign words are used in advertisements to emphasize the origin of the product or exclusiveness of the product in relation to particular countryldquoLa cregraveme de la cregraveme of lip colourrdquoFrench word lsquocregravemersquo evokes the impression of good-class French cosmetics Even more the phrase lsquocregraveme de la

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

cregravemersquo is taken from French and it means lsquothe best people or things of their kindrsquoHumourHumour is one of the greatest things in human beingrsquos life It helps us to overcome hard life situations to simplify the problem or just to make our day or mood better It is no wonder that humour is not omitted in advertising branch The cause might be the fact that as some people remember good jokes some people remember good slogans and humour is a good means how to achieve it Readers usually do not tend to memorize the things that are sad or boring These two aspects are avoided by marketers Advertisers know that the more fun in the slogan the better It is matter of fact that the use of humour must be appropriate to the type of advertised product Consequently it is obvious that in some cases seriousness must prevail

Syntax-

The study of how individual words and their most basic meaningful units are combined to create sentences is known as syntax The rules of grammar that is followed while communicating using a language is called syntax

Sentence Types-

Sentences may be classified into any of following four types declaratives interrogatives imperatives and exclamatives The function of declarative sentence is to describe the products reasonably and perfectly the function of imperative sentence is to persuade consumers to buy the product the function of interrogative sentences is to raise a question then answer it which helps the consumer to eliminate the doubt of the product These three types of sentences are all fit for the principle that advertising should have attention value and memory value Questions are used in advertisements as it evokes the sense of personal communication in the reader It causes that the reader cooperates with the text having his own individual situation in mind One insurance company emotionally

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

bargains the consumers by creating the fear of critical illness in its mediclaim policylsquoWho will take care of your family if you fall illrsquo

Another reason is the presupposition Angela Goddard writes that presupposition is ldquoall about reading between lines since this is as it suggests a hidden process it is very interesting to advertisers as we can be taking in all sorts of assumptions without consciously paying attention to themrdquo Presuppositions are present in any communication and many questions presuppose something An Eg-

ldquoWhy do leading beauty experts and models use and recommend PerfectilrdquoHere one can deduce and belief from the content of this advertisement that beauty experts and models use and recommend Perfectil In advertising language presupposition is very frequent way of expressing the content Advertisers rather use presupposition than assertion because it is much easier to deny an assertion than a presupposition The statement ldquoLeading beauty experts and models use and recommend Perfectilrdquo one may oppose ldquoI donrsquot believe No wayrdquo But in question mentioned above the receiver is unconsciously led to believe that the content is truthful and that there are no doubts about the fact that they use and recommend it In advertisements there are often cases where the question is stated as kind of a lsquoproblemrsquo and then the text offers an answer ndash lsquoa solutionrsquo for the problemldquoGot wedding on the brain Time to visit our new websiterdquoAnother typical type of question used in advertising is rhetorical question It assumes only one possible answerldquoWhat more could anyone ask from a Clarins giftrdquoThe implied answer to this is ldquoOf course nothingrdquo

Imperatives are sentences which normally have no overt grammatical subject and whose verb has the base form Copywriters use imperatives because it creates a sense of ldquoone person is talking to another because all ads are urging us to some actionrdquo The

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

frequently used imperative clauses in advertisements are

Items which have to do with the acquisition of the product get buy ask for choose etc

Items which have to do with the consumption or use of the product have try use enjoy etcItems which act as appeals for notice look see watch remember make sure etcFor EG-

Express card Donrsquot leave home without it

United Airlines Life is a journey travel it well

Exclamatives are sentences which have an initial phrase introduced by what or how usually with subject-verb orderrdquo

Sentence structure-

The most important structural tendencies used by copywriters in advertising language are outlined below

Schematic PatteringParallelism is one of the forms of schematic pattering It can be defined as ldquorepetition of formal patternsrdquo Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance For EgldquoTips for a good nightrsquos sleep - Drink less caffeine- Take warm baths- Arrange your insurance with NFU MutualrdquoEach clause has the same idea and structure beginning with verb in imperative following by direct object The typography and layout often contributes to the text in this case each clause is printed in separate line The last clause makes up a semantic and formal parallel to first two clauses Parallelism is often accompanied by

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

Anaphora ndash ldquothe repetition of the same word or group of words at the beginning of several consecutive sentences or verses to emphasize an image or a conceptrdquo ldquoExplore the hills Explore the rivers Explore the mountains Explore the seardquo

Epiphora - ldquothe repetition of the same word or words at the end of successive phrases clauses or sentencesrdquo ldquoSee new Hear new Feel newrdquo

Antimetabole is another form of schematic pattering It isdefined as ldquothe repetition of words in successive clauses but in reverse grammatical order eg lsquoI know what I like and I like what I knowrsquordquo Schematic pattering occurs in all levels of language Anaphora epiphora alliteration assonance and antithesis also belong to techniques of schematic pattering

EllipsisEllipsis belongs to cohesive devices and it is defined as ldquothe omission of part of a structurerdquo Ellipsis in advertising is used for economical reasons to save space and money because words cost money

Incomplete sentencesIn some cases the whole advertisement may come without a main verb There is a widely spread tendency to punctuate phrases One reason is that the reader of the advertisement turns to the visual layout which provides him many clues to correct interpretation so the explicit structure of the sentence is not so important For Eg- ldquoThe curls of your dreams Now available when yoursquore awakerdquoWe may connect these two incomplete sentences with the linking verb lsquoarersquo In this case the verb can be clearly deduced from the context and integrated but there are cases where the tense and aspect are not so definite Another reason for omitting verbs is that there is no importance to define neither the tense nor the aspect of the verb or it would be cumbersome

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

Semantics

Semantics refers to the ways in which a language conveys meaning Semantics moves beyond the literal meaning of words and is culture-dependent The same linguistic expression however may have also its figurative meaning It connotes additional layers of meaning and evokes associations The connotative meanings depend on peoplersquos entire previous experiences and on conventions of community Therefore the connotations of the same expression will differ slightly from person to person and the same denotations can have different connotations in different context (Vestergaard and Schroder 1985) believe that in advertising language the most frequent word for lsquoacquisition of productrsquo is lsquogetrsquo and not lsquobuyrsquo because lsquobuyrsquo has some unpleasant connotations like lsquomoneyrsquo and the parting with it A trope is ldquoa word or phrase that is used in a way that is different from its usual meaning in order to create a particular mental image or effectrdquo It is a figurative expression The most important tropes used in advertising language are personification simile hyperbole metaphor and metonymy antithesis polysemy and homonymy

PersonificationPersonification is a term used mainly in literature to name the figure of speech which ldquoinvolves directly speaking of an inanimate object or an abstract concept as if it were a living entity often one with specifically human attributes These attributes may include sensations emotions desires physical gestures and expressions and powers of speech among othersrdquo The readers of advertisements usually do not register or realize that there is used personification inthe text It is used very widely ndash in all the expressions like ldquohellip(name of a facial cregraveme) gives you silky skinrdquo ldquohellip(name of a product) fulfills your wishesrdquo or ldquoDirty kitchen Nothing cleans it up like hellip (name of a cleaner)rdquo are on the base of personification of a brand name a cleaner lsquocleansrsquo but even thought cleaning is an activity proper to human beingsSimile

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

Simile is defined as ldquoa direct expressed comparison between two things essentially unlike each other but resembling each other in at least one wayrdquo Usually similes are marked by use of the words lsquolikersquo lsquothanrsquo lsquoasrsquo or lsquoas ifrsquoWe may also find comparative constructions used when comparing two things or two situations ldquoashellipasrdquo ldquosohellipasrdquoHyperboleA hyperbole is ldquothe deliberate use of overstatement or exaggeration using adjectives and adverbs to achieve emphasis Businessmen and manufacturers use the figure of speech to advertise their goods in as attractive a way as possible For Eg- ldquoNo other pain-relieving gel works like Deep ReliefrdquoMetaphor

Lakoff and Johnson define metaphor as ldquostatements andor pictures which cause a receiver to experience one thing in terms of anotherrdquo for example HALLS advertisementA single metaphor may be worth of a hundred words of advertising text It has an interesting value and stimulates the curiosity of the reader about the product In advertising a metaphor usually creates a comparison between the product or service and some other quality the advertiser wishes to be associated with the product or service advertised There are cases in which a famous person stands for and represents the whole brand

Metonymy

A metonymy is ldquothe use of a single characteristic to identify a more complex entity It is extremely common for people to take one well-understood or easy-to perceive aspect of something and use that aspect to stand either for the thing as a whole or for some other aspect or part of itrdquo The commonly used examples of metonymy are lsquoThe pressrsquo for the news media lsquoWall Streetrsquo for the American financial industryIn advertisements an associated word often expresses the whole group lsquoI like Volvorsquo (= Volvo cars)

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

AntithesisldquoAntithesis is a figure of speech which uses the same or similar structure to express two opposite ideas so as to achieve the effects of emphasizing the meaning and the contrast The combination of pleasant senses of vision and hearing often stimulates the good feelings of readers and arouses consumers buying desirerdquo Antithesis relates to words clauses or sentences It is based on antonyms (words of opposite meaning) or opposite ideas

ldquoTalks inside Shouts outside New 2006 FiestardquoldquoImagine a mini phone with maximum style and designrdquo

Pragmatics

ldquolsquoPragmaticsrsquo refers to the ways the members of the speech community achieve their goals using languagerdquo The way we speak to our parents is not the same as the way we interact with a sibling for example The language used in a formal speech may bear little resemblance to what we would hear at a lunch with five friends Knowing the difference and when to use which style is the essence of pragmatics

CONCLUSIONAdvertising takes the consumers to a illusionary world where in just a minute a hungry child gets instant gratification with Maggi noodles a dark rustic girl becomes Miss India in few days after applying a particular brand of fairness cream and the back pain of a housewife gets out of the window in a few seconds with Moov These are the unique marvels of advertising that heavily broods on our emotional anxieties psychological fears and social affiliations In this way advertising sells hope projects dream satisfies ego and ensures prestige and status by inviting us to grab a particular product

Advertisers often refer to core values when selecting their primary appeals Because values are so closely tied to human behaviour and so difficult to change private research firms try to monitor values and look for grouping of values and behaviour patterns Attitudes are a

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

reflection of our values Some ads are based on our strong positive emotions Exploiting our dreams and aspirations the advertisers pick-up the beautiful words and phrases to design emotional messages Advertisements are the best specimen to witness the social changes and trends that affect the masses The copywriterrsquos criterion for creating an advertisement is the finest form of deep analysis and strong command over his customers and market Language is a weapon that he triggers off on human psyche The advertiser knows the nerves of the society and its subjects and accordingly he plans his advertising messages and casts his spells over the customers The copywriter is very cautious in selection of words and phrases while writing an ad copy He studies the temperament of a buyer and makes use of language with the assurance that it will evoke the desired reaction to what he wants to sell The copywriters are always in search of smarter ways to grind the customers to part with his money Sometimes the advertiser is over ambitious in promoting his product by creating unrealistic desires without showing the means to fulfill such desires

REFERENCESThe following resources have been extensively referred for the preparation of the article

1rdquoAdvertising Language the psychology behind the advertising messagesrdquo Language in India strength for today and bright hope for tomorrowrdquoDr G S Chauhan June 2006

2rdquoThe language of advertising with the concentration on the linguistic means and the analysis of advertising slogansrdquo Jana Lapsanska university of Bratislava October 2006

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION

3rdquoGender related means in advertisingrdquo Martina krizkova bachelor thesis Tomas Bata university in zlinMay2009

4rdquoLanguage use in advertising an analysis of linguistic features across readership domainsrdquoKalev Hannes LeetaruMay2001

5rdquoThe influence of language on communication and persuasion in advertising William Ryall Carol The city university of Newyork2008

6rdquoThe language of advertising ldquoKpolugbo Stella N and Masagbor Richard A An Encyclopaedia of the arts 2006p175-188

7rdquoThe Language of advertising who controls qualityrdquoRobert G WyckhamP M Banting and AKP wensley Journal of business ethics(1984) p47-53

• THE LANGUAGE OF ADVERTISING
• LakshmananMP
• Abstract
• Introduction
• Literature Review
• Language as a means of advertising
• Components of language
• Phonological features of Language of advertising
• Rhyme
• Rhythm
• Alliteration
• Assonance
• Transliteration
• Homophones
• Verb phrase
• Noun phrase
• Adjectives
• Numerals
• 100 Days100000 Bikes Celebrating a Record Breaking Achievement
• Dettol Be 100 sure and Anchor Tooth Paste 100 vegetarian
• Formation of new words and phrases
• Idiomatic constructions
• Foreign wordsLoan Words
• Syntax-
• lsquoWho will take care of your family if you fall illrsquo
• Sentence structure-
• Schematic Pattering
• Ellipsis
• Incomplete sentences
• Semantics
• Personification
• Simile
• Hyperbole
• Metaphor
• Metonymy
• Antithesis
• Pragmatics
• CONCLUSION