Language in Advertising: Persuasion and What it Takes to Make a Good Advertisement
Language in Advertising: Persuasion and What it Takes to Make a Good Advertisement
Advertising in todays society appears to have become a persuading tactic that makes the promotion of a product, service, or an idea more appealing, which in turn makes it easier to sell. Rather than the originally understood concept of an advertisement, which was to essentially provide information about the existence of a product or idea, it is reasonable to say that there is now a prominent persuasive component employed in the language of advertisement. Kenechukwu et al.(2013) argue that this convincing use of language has controversially caused arguments that have brought people to believe that advertisements are inducing people “to buy worthless products,” alongside the fact that they are “misleading and untruthful.” As well, blank (date) argues that advertisements are … Moreover, since language has an extremely powerful influence over people and their behaviour, especially in the areas of advertising and marketing, the choice of language used to convey messages to a target audience is crucial to understand in linguistic terms because it could potentially reframe the way that consumers see advertisements. Seemingly impressionable consumers need to be able to consciously analyze advertisements for more than their face value in order to tacitly understand the language and course that advertisers are taking in order to entice the consumption of their products. In order for an informed decision to be made about advertisements, linguistic features such as the tone of voice, chain of reference, and syntax must be thoroughly evaluated. Delin (2005) explains that in advertising, the tone of voice is used in a way in “which specific language styles are created in an attempt to convey to a range of audiences the brand’s ‘personality’.” While some companies want their advertisements to promote their company’s
Advertising in todays society appears to have become a persuading tactic that makes the promotion of a product, service, or an idea more appealing, which in turn makes it easier to sell. Rather than the originally understood concept of an advertisement, which was to essentially provide information about the existence of a product or idea, it is reasonable to say that there is now a prominent persuasive component employed in the language of advertisement. Kenechukwu et al.(2013) argue that this convincing use of language has controversially caused arguments that have brought people to believe that advertisements are inducing people “to buy worthless products,” alongside the fact that they are “misleading and untruthful.” As well, blank (date) argues that advertisements are … Moreover, since language has an extremely powerful influence over people and their behaviour, especially in the areas of advertising and marketing, the choice of language used to convey messages to a target audience is crucial to understand in linguistic terms because it could potentially reframe the way that consumers see advertisements. Seemingly impressionable consumers need to be able to consciously analyze advertisements for more than their face value in order to tacitly understand the language and course that advertisers are taking in order to entice the consumption of their products. In order for an informed decision to be made about advertisements, linguistic features such as the tone of voice, chain of reference, and syntax must be thoroughly evaluated. Delin (2005) explains that in advertising, the tone of voice is used in a way in “which specific language styles are created in an attempt to convey to a range of audiences the brand’s ‘personality’.” While some companies want their advertisements to promote their company’s