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Language in
Advertising
GRP. 2
3.3
TOPICS FOR TODAY
Language Role
In Advertising
Four Different
Language Functions
Media
Language Style
And Examples
PERSUASION
Persuasion is an umbrella term of “influence”; in the sense that, persuasion can
effort to influence an individual's “beliefs, attitudes, intentions, motivations, or behaviors” . In
business, persuasion is a process aimed at changing a person's (or a group's) attitude or
behavior toward some event, idea, object, or other person(s), by using written or spoken words
to convey information, feelings, or reasoning, or a combination thereof.
ADVERTISEMENT
The word “advertising” originates from the Latin word “advertere,” which means to
direct attention towards. Advertising in business is a form of marketing communication employed
to encourage, persuade, manipulate, or influence an audience (viewers, readers or listeners;
occasionally a particular group) to take or continue to take some action.
Language Role in Advertisemen
Language is visual which is in the form of a visual picture or symbol and has a
power to construct certain ideologies which will also affect and form subjectivity and our
awareness.
In advertisement, language has a role to reflect the naturality of use value toward
product commodity or service which are advertised. With that, in making an advertisement
people should pay attention to the choice of words as it has a huge power that can change
social phenomena.
This templat is made by Rome PPT.
our Different Language Functions
Any communication has a purpose; in the sense that it
has an envisioned influence or effect. Trosborg (1997) labels the
concept of advertisement as a genre. In this sense, he believes that
the defining principle and standard of any genre is the
communicative purpose that it is projected, proposed, and planned
to achieve.
In effect, for realizing the communicative purpose of the
text, language functions play a significant part. Each text is of
benefit to some specific language function which succeeds to
effectuate the communicative purpose of the text and permits us to
assort texts into varieties. Concerning this matter, Nord (1997),
refers to the four different language functions as follows:
Referential Function - which deals with reference to
objects and phenomena of the world.
Expressive Function - which is expression of the
sender’s attitude or feelings.
Phatic Function -which deals with establishing,
continuing or finishing contact.
Appellative Function - which is about engaging the
receiver’s experience, feelings, knowledge, as well as
sensibility with the intention of making him or her
react or respond in a particular way.
Media
Media occupies a strategic position in society. Media becomes a space for various
ideologies. Media can become an equipment to build cultural and dominant ideology for the dominant
class’s interest, all at once it is also able to become the struggle instrument for the oppressed class
to build cultural and ideology competition as media is the battle ground for competing ideologies.
As a means of communication in giving news, assessment, or general view about
something, media has an important role as an institution which forms public opinion because media
also can develop into the group of pressure or imagery which is put into the life context more
empirically. Media can give negative or positive influences.
Language Style and Examples
Personification
3.3
Erotesis
3.3
Alliteration
3.3
Metaphor
3.3
Hipalase
3.3
Hyperbole
3.3
3.3
Simile
3.3
Pun
PERSONIFICATION
AXE
“The Nose Never Lies”
Personification is a language style that describes non
living objects as living objects. The sentence “The Nose Never Lies”
implies as if the nose is personified. In this case, it uses the nose as
a substitute for human beings which can tell lies. In fact, the nose is
the only part of the body that cannot talk.
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EROTESIS
HEAD AND SHOULDERS
“When’s the last time you got this close to someone you love?”
Erotesis is a language style which has form such a
question that is used in speech or writing. The sentence is used to
explain about the product and also it does not need the answer. It
has connotative meaning, because it has an extra meaning and
commercial value of the product, which is market to the reader.
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ALLITERATION
CASA BLANCA
“So close.. So Confident”
The language style used in the advertisement above is
alliteration. Alliteration is a language style that has repetition of the
same consonant sound that follows each other, it is usually used in
prose or poem. The sentence of “So Close.. So Confident” has
repetition of the same S and C consonant in words so and close and
confident that follows each other and also sounds alike to emphasize
and make it more artistic.
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SIMILE
DOVE
“Love your skin like love yourself”
The language style used in the advertisement above is simile,
because the word "like” has the same meaning. Simile is “a figure of
speech in which one thing is likened to another. The words usually
used are as...if, as...as, like, as...like, as...though etc. The word “skin”
refers to “yourself” so the meaning of the sentence is you can love
your skin more often like you love yourself.
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This temlate is made by Rome PPT.
METAPHOR
NUTRITION ROYAL
“Life is an adventure”
It has a language style in promotion. Language style used in
this advertisement is metaphor. As the writer explained
before, metaphor is a language style that implies comparison
of two unlike things. Here, “Life is an adventure” implies a
metaphor where adventure refers to exploration. Adventure
means exciting journey or experience while exploration
means examining something carefully.
HIPALASE
OPPO
“Together We Take Happiness”
The language style used in the advertisement above is
hipalase. Hipalase or Hipflask is an opposite of the natural
relation between two ideas. The sentence together we take
happiness has two ideas. The word happiness should picture.
In fact, when we use a camera we take a picture not
happiness, because happiness cannot be taken, but can be
felt.
HYPERBOLE
DOVE
“7 Minutes Joyness With Dove Body Wash”
The advertisement above uses hyperbole language style,
because the word joyness implies exaggeration. As written
explained before hyperbole is a language style that
exaggerates something which has the aim to stress it. In this
case, the word joyness has the meaning of a comfortable and
enjoyable activity.
PUN/PARONOMASIA
AXE
“Spray Hello, Not Goodbye”
The language style used in advertisements is pun or
paronomasia. Pun is a language style that uses a resemblance of
sound. It is a word game based on resemblance of sound, but
there is distinction in the meaning. The advertisement has a
statement that contains it. The word spray from sentence spray
hello, not goodbye is pun language style. As the writer explained
before, pun or paronomasia is a language style that uses a
resemblance of sound. It is a word game based on resemblance
of sound, but there is distinction in the meaning. The word spray
should be said, because it is a perfume product that uses spray.
IMPORTANCE OF LANGUAGE
IN ADVERTISEMENT
The advertisers use unique words and pictures to interest the readers.
Each advertisement has connotative and denotative meaning, where the connotative
meaning of all advertisements is about behind aim in promotion. The advertiser wants
to sell the product through the advertisement itself. Denotative meaning of each
advertisement refers to words, sentences and pictures in advertisements that will
interest the readers.
Understanding how to use language in adverts is a skill in itself and you’ll
know when you get it right; the customers will come flooding through the door.
THANK YOU FOR
LISTENING!!!
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