The Amazing World of Advertising Language

Language has a powerful influence over people and their behaviour. This is especially true in the fields of marketing and advertising. The choice of language to convey specific messages with the aim of influencing people is very important.

Visual content and design in advertising have a very great impact on the consumer, but it is language that helps people to identify a product and remember it.

The English language is known for its extensive vocabulary. Where many other languages have only one or two words which carry a particular meaning, English may have five or six.

Advertising personnel have to consider the emotive power of the words they use. First, they make a decision about what to communicate and what to withhold. One way in which advertisers adapt language to their own use is to take compound words and use them as adjectives: top-quality, economy-size, chocolate-flavoured, feather-light and longer-lasting.

The language of advertising is normally very positive. Advertising language may not always be "correct" language in the normal sense. For example, comparatives are often used when no real comparison is made. An advertisement for a detergent may say "It gets clothes whiter", but whiter than what?

These and some other peculiar features of advertising language are clearly seen at first sight but this paper aims at going deeper into considering:

• functions that can define advertising language;
• stylistic features of advertising slogans;
• breaking grammar rules language