What Language Features Do Advertisers Use in Infomercials?

Topics: Advertising, Marketing, Infomercial Pages: 2 (433 words) Published: September 14, 2009
What key Language Features Do Advertisers Use in …..... …. Infomercials?

Advertisers are always trying to sell you their products, most commonly through the television. To entice the consumer into buying the product that they are trying to sell the advertisers employ the use of language and visual features within their infomercials. After studying various infomercials I discovered the most commonly used and obvious language features within the infomercial. These features were Imperatives, Personal Pronouns and Hyperboles. The use of imperatives within infomercials was very common. Imperatives are well disguised commands which make the consumer feel as though they have to do what is being asked of them. Imperatives within commercials such as “don’t wait” “call now” (HD VISION GLASSES infomercial) and “order now” (BIG BOSS GRILL infomercial) really pressure the consumer to do exactly what is being asked of them when they don’t necessarily need to do so.

Another language feature that advertiser incorporate into their advertisements is personal pronouns. Personal pronouns are ideal for infomercials as they directly target and address the audience on a much more personal level. In the infomercial for THE BIG CITY SLIDER there are many of personal pronouns such as “YOU never have to flip ‘em” “YOU get it all” “here’s how YOU can order” etc. This use of Personal Pronouns creates a small scale relationship between the consumer and advertiser and makes it seem as though the advertiser is doing the consumer a favour by selling them the product.

Hyperboles and are also used in infomercials to enhance the “image” of products on offer. Hyperboles are used almost to the point of overkill describing (in some cases) the unrealistic quality of products. These enlarged exaggerations lead the consumer to think that the product on offer is much, much greater than it really is. This in turn leads them to think that they could own a “superior” product to...
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