Language of Advertising
Advertising language performs various functions--expressive, directive,
informational, metalingual, interactional, contextual, according to different communicative situation.
(Martin, 2009)
Usually, a successful advertisement means to increase consumers’ appetite for a good. Yet, this is not easy to achieve due to the limitation of resources, space, and time within an ad. Hardly can any ad convey both their explicit and implicit meanings and be presented stylistically and densely at the same time.
Thus, advertisers need to use language and images in creative and innovative ways. Advertising language ought to be creative, complex, attention grabbing and highly stylized. Advertisement usually contains different distinguished features such as repetition, strategic word order, neologisms, superlatives, hyperbole and other creative non-conventional use of language etc.
In other words, advertising language is a restricted genre. Advertisers face a fixed set of restrictions such as legal matters or other trivial issues like limited space. Under such constraints, advertising language should be used carefully combining with visual elements on lexical level with the motive to persuade or even control consumers.
Therefore, language of advertising is context-specific and is never arbitrary. Words appearing in advertisement are chosen very consciously.
(Leung, 2010)
(Martin, 2009)
Usually, a successful advertisement means to increase consumers’ appetite for a good. Yet, this is not easy to achieve due to the limitation of resources, space, and time within an ad. Hardly can any ad convey both their explicit and implicit meanings and be presented stylistically and densely at the same time.
Thus, advertisers need to use language and images in creative and innovative ways. Advertising language ought to be creative, complex, attention grabbing and highly stylized. Advertisement usually contains different distinguished features such as repetition, strategic word order, neologisms, superlatives, hyperbole and other creative non-conventional use of language etc.
In other words, advertising language is a restricted genre. Advertisers face a fixed set of restrictions such as legal matters or other trivial issues like limited space. Under such constraints, advertising language should be used carefully combining with visual elements on lexical level with the motive to persuade or even control consumers.
Therefore, language of advertising is context-specific and is never arbitrary. Words appearing in advertisement are chosen very consciously.
(Leung, 2010)