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THE LANGUAGE OF ADVERTISEMENT AND ITS FEATURES AND CHARACTERISTICS: INVESTIGATING THE ISSUE FROM A DEEPER VIEW
Abstract
This study is designed to investigate and discuss about the fundamental as well as the main characteristics of the advertising language. In effect, this study is proposed to shed light on what it takes to be an effective and successful advertisement in terms of its features. To reach the aim of this study, some of the main subjects, topics, and points which can be related to the goal of article are introduced, explained, and discussed. Afterword, they are followed by a precise discussion and conclusion. On the whole, this study attempts to identify the characteristics of the good and operative advertising language. For the most part, this article looks at the features which are essential and indispensable for the advertising language, or to be more exact, the traits which create some piece of work so called an advertisement, in detail, and from a deeper view.
... Meanwhile, Williamson (1978: 12) states "advertisements are message systems designed to organize perceptions and create structures of meaning". As a form of marketing communication, advertising is employed to encourage, persuade, manipulate, or influence an audience (viewers, readers or listeners) to take some action (Jafari & Mahadi, 2014). Thus, we can say that the function of advertising is to influence the reader to consume the advertised goods or services. ...
This study attempts to help senior high school English teachers in developing their teaching material about advertisement, which is included in the state mandated curriculum. Having analyzed 20 advertisements, we found two types of speech acts, namely representatives and directives. The representative acts used were 59% and directive acts were 41% of the data. The advertisement strategy in Indonesia utilized representative acts, which intended to highlight the good quality of the products or services, whereas, the use of directive acts was situational since it is usually preceded by the appearance of representative acts. Since both speech acts frequently appeared in the advertisements on Indonesian online news websites, we recommend that teachers should provide exposures toward the linguistic features, which support students’ ability to produce advertisement texts containing representative and directive acts.
... Li concludes that the advertisement uses well-organised language, eye-catching pictures and affirmative adjectives to describe the product, which helps the producer to better communicate with consumers. Jafari and Mahadi (2014) look at the fundamental and main characteristics of advertising language, examining major concepts like advertising, persuasion and communication. They conclude that advertising language is a persuasive language linked to culture and has simple statements, short indirect sentences and sentence fragments that have distinctive value of emphasis and association. ...
There are many purposes for using language which determine how the writer or speaker chooses words, syntactic expressions and figurative language. This is as a result of the fact that language has a very powerful effect over people, their actions and thoughts. This is seen in the use of language in various discourse types which include advertisements. The powerful influence language has on people therefore makes encoders to be choosy in the use of language, especially in advertisement because they have to persuade the readers. Consequently they make the language of advertisements positive and emphasize on the superiority of their products. This study discusses the advertisement of Dangote Cement on billboards in Bamenda, North West Region, Cameroon, analysing what is communicated, how it is communicated and the interpretation. The analysis used as tools the Textual Conceptual Functions as given by Jeffries (2016), uncovering ideologies and social meanings expressed in Dangote Cement advertisement using the following apparatus: prioritisation, implying and assumption, listing, naming and description. The study has emphasized the structural analysis and the role of context to reveal functions and underlying meanings of the text. It also concludes that the advertisers use different stylistic devices that carry positivity, and a common ground that makes the readers identify with the advertisements, urging them go for the Dangote Cement.
Teachers can utilize brief, authentic language materials like advertisements in ELT classroom to encourage students to use English in an imaginative and innovative ways. Print advertisements provide students with the opportunity to develop their own original adverts while also revealing hidden persuasions. Students can also experiment with their voices through Radio spots, and they can evaluate the efficacy of advertisements on television, pitch them to their peers, and even remake their favorite spots. Although there are rules that must be observed, creativity in this situation still permits students to think and talk in an innovative or unexpected ways. Students are excited because advertising are now a part of their daily lives. And they definitely gain knowledge about how advertising functions as well as its potential for deception.
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