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Language plays a crucial role in the process of social interaction, i.e.
communication, as it is used both as a medium in giving information and as means of
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as a means of communication has become an important aspect in linguistics. As
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the only) function of language is reference and predication, that is, representing
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language-utterance is made in a particular place and at a particular time: it occurs
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Communication from the perspective of advertising takes into consideration the
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of the discourse that are often the essential factors of the advertising discourse and
its hidden message.
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RI DGYHUWLVHPHQWV EHFDPH WKH VXEMHFW RI H[WHQVLYH OLQJXLVWLF UHVHDUFK 7KH
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The advertisers make use of persuasive strategies in order to reach their goals, i.e.
to persuade a consumer to buy the product. To put in other terms, they encode the
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points via language as it refers to demonstration and reference. The discourse
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SURQRXQVGHPRQVWUDWLYHVSODFHDQGWLPHDGYHUELDOVHWFUHO\RQWKHµVLWXDWLRQ¶
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in the present study in order to introduce and handle the features of language
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slogans related to fragrances as a strategy to make direct appeals to consumers.
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SHUIXPHFDQEHFDOOHGYLUWXDOO\DQ\WKLQJ´)UDJUDQFHVORJDQVFDQVSDUNDIHHOLQJ
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The corpus that the present study is based on consists of the slogans of fragrances
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VSHFLDOL]LQJLQIUDJUDQFHVDVZHOODVIDVKLRQPDJD]LQHV³9RJXH´³&RVPRSROLWDQ´
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The methodology is based on linguistic and semiotic analysis. The uses of
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7KH GLUHFWLRQ RI WKH DQDO\VLV IROORZV WKH JHQHUDOO\ DFFHSWHG VHPLRWLF WULDQJOH
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LV ZKDW GLIIHUHQW W\SHV RI GHL[LV DUH XVHG LQ WKH VHOHFWHG VHFWRU 7KH VHFWRU RI
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WDUJHWLQJFRQVXPHUVLQFHUWDLQZD\V
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of providing continuity of the message of the advertisement. Generally accepted,
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or company. Slogans are linguistic statements designed to produce an emotional
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from one thing to another.
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³'HL[LVLVWKHVHWRIOLQJXLVWLFHOHPHQWVXVHGE\WKHVSHDNHUWRUHIHUWR
WKHFRQWH[WRIsituation in order to orient the hearer as to the time and the place of
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WKHGLVFRXUVHhere and QRZ), and to setting up of the a direct communication link
EHWZHHQWKHVSHDNHUDQGWKHKHDUHU,and \RX´
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temporal. Besides these traditional and fundamental categories, linguists also
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'HLFWLFZRUGVDQGVWUXFWXUHVXVXDOO\UHIHUWRGHPRQVWUDWLYHVDQGSHUVRQDO
SURQRXQVWLPHDQGSODFHDGYHUEVWHQVHVGH¿QLWHDUWLFOHVHWF0RUHRYHUGHLFWLF
ZRUGV FDQ EH XVHG DV FURVVUHIHUHQFH LQ UHIHUULQJ WR WKH OLQJXLVWLF FRQWH[W LQ
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situation of communication: not only the time and place are set but also the
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creating a persuasive advertising message and contribute to adopting a familiar,
conversational tone.
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,ZHVHFRQGSHUVRQ\RXDQGWKLUGSHUVRQKHVKHLW3HUVRQGHL[LVLVWKHRQH
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KHQFHDOOGHLFWLFVLQDGYHUWLVLQJGLVFRXUVHVORJDQVDUHDOVRWREHXQGHUVWRRGDV
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7DONLQJDERXWGHLFWLFZRUGZH, it is clear that one of its components is athe n
addresser. As for the other components of ZH, its scope is mostly determined by
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WR SODFH WKH DGGUHVVHU DQG WKH DGGUHVVHH ZLWKLQ WKH VDPH VFRSH FRQFHUQLQJ WKH
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WKHH[DPSOHVLQZKLFKZH and XVencompasses I and \RXDVLIWKHUHZHUHVRPH
kind of simultaneous presence of both participants:
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DOOEHVRKDSS\WRJHWKHU"3UDGD&DQG\
:HDUH2QH&DOYLQ.OHLQ&.RQH
$SHUIXPH¶VVFHQWVFDQWUDQVSRUWusIURPWKLVPRPHQWDQGWDNHusZLWKWKHP
WREOLVVIXOPHPRULHV'pMj9X
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DOOEHVRKDSS\!:HDUH«!«!FDQWUDQVSRUWus«! These consumerfriendly slogans use pronouns such as ZH and XV to lend a friendly and personal
image.
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advertising, second person pronoun \RX refers to the consumer.
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ZHOO
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an individual.
We may observe that the usage of pronoun \RX offers a number of advantages.
Firstly, it is the most direct of addressees. Secondly, through this placement as a
grammatical subject the consumer is given the main role in the action described
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pictures her/himself as the one depicted in the visual material provided in concert
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Although personalizing seems to be a popular strategy used in advertising, third
person pronoun it, on the other hand, has an impersonal effect and is commonly
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Other third person pronouns, such as VKH, heLPSO\VKDUHGNQRZOHGJHEHWZHHQ
the addresser and the addressee:
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,QWHQVH
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and the consumer include personal pronouns I and P\:
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, FDQ¶W VHHP WR IRUJHW \RX \RXU :LQG 6RQJ VWD\V RQ P\ PLQG :LQG
Song)
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ZKDWWKHUHODWLRQEHWZHHQWKHSDUWVLVDV,and ZHDUHµPHWDGLVFRXUVHHOHPHQWV¶
)LUVW SHUVRQ VLQJXODU I and me) are generally regarded as being too personal,
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recognize him/herself as the individual being spoken to and about.
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the use of place adverbial here. We have to understand the utterance by supposing
that the addresser, the addressee and the fragrance itself are in the same place:
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+RZ¶G\RXJHWLQKHUH"3UDGD&DQG\/¶HDX
Demonstrative WKLV refers to a present common ground supposedly common
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connotation:
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WKLVFLW\FRXOGEHVRVHGXFWLYH"%RQG1R
7KHVHDUHRWKHUFDVHVRIVSDWLDOGHLFWLFVZHKDYHIRXQGLQDGYHUWLVLQJVORJDQV
all involving a presumed space common to the addresser and the addressee:
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'HLFWLFZRUGVOLNHWKLV, KHUH and WKHUHare used as cross-reference in referring
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to enter. The common factor is the union of both participants in the message. To
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same time:
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The use of WRGD\LVDOH[LFDOGHLFWLFZRUGPHDQLQJµQRZDGD\V¶RUµDWSUHVHQW¶
LWPLJKWEHLQWHUSUHWHGDVµZKHQ\RXUHDGWKLVDGYHUWLVHPHQW¶
:KRZLOO\RXEHWRGD\"6HSKRUD
The usage of present tense in advertising slogans may also be considered as
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These implied time frames justify the use of QRZZKLFKIXQFWLRQVKHUHDVD
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addressee.
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the slogans to guide the consumer through the time in the direction intended by the
DGYHUWLVHU'HLFWLFZRUGVVXFKDVIRUHYHULPPHGLDWHO\QHYHUMXVWWRGD\ and the
use of present tense play an important part in persuading the consumer as they help
the consumer focus on the aspects of the intended message hidden in the slogans.
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&RQFOXGLQJUHPDUNV
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LQWKLVSHUVXDVLYHGLVFRXUVHFDQHYHQDWDGLVWDQFHIHHODVLIWKH\ZHUHIDFLQJHDFK
other.
Looking at the functions of various pronouns, it is evident that they are
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\RX LV XVHG WR H[SUHVV D RQHWRRQH UHODWLRQVKLS DQG KH VKH, it indicate shared
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advertisements reach a huge number of people at any time, these pronouns or other
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persuaders can
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process, deictics play important roles: they introduce the spatio-temporal frames
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persuade consumers to buy their products.
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Language has a crucial role in the process of social interaction, i.e. communication,
as it is used both as a medium in giving information and as a means of establishing and
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advertising discourse and its hidden message. Being a matter of utterance, advertising is
obviously a tool of persuasion. The advertisers make use of persuasive strategies in order to
reach their goals, i.e. to persuade a consumer to buy the product. To put in other terms, they
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in advertising slogans related to fragrance. The corpus that the present study is based on
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is a slogan, and addressee is a consumer.
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products.
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