The Language Used In Advertisements.

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

Moreover, the meanings of these five or six words may differ very slightly and in a very subtle way. It is important to understand the connotation of a word. The connotation is the feeling or ideas that are suggested by a word, rather than the actual meaning of the word. Armchair, for example, suggests comfort, whereas chair arouses no particular feelings.

The target audience, of course, also puts its own meaning into certain words. Different people sometimes interpret language in different ways.

Both the mass media, when reporting news items, and marketing and 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. These compounds

Often later become widely used in normal situations. Examples of these compounds which have become part of the English language are top-qualityeconomy-size, chocolate -flavoredfeather-light and longer-lasting.

The language of advertising is, of course, normally very positive and emphasizes why one product stands out in comparison with another. 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?


It is possible that the evolution and progress of humanity have, as a deeper root, our communication skills. The use and abuse of language have allowed us to push our thinking to the outside – or distort its content – and send misleading messages, which in disciplines such as marketing can severely affect the level of persuasion a brand would like to achieve on its consumers.

Countless campaigns are developed around the world with the sole purpose of positioning products and generating massive brigades over the shelves on what are the most powerful retail chains in the world.

Both Advertising and Marketing use graphical, textual, verbal or sound communication tools in order to construct messages that lead to consumption of products and services that are offered by a brand that invests in these efforts of persuasion.

Whichever way a brand chooses to establish a dialogue with its customers, the use of words has been critical in the development of stories that touch the susceptibilities of the people they are directing these efforts too.

Here are some variables that are influential in the development of messages designed to communicate brand value:


“The unintelligibility is the perfect weapon for those who have nothing to say,” goes an aphorism. It’s easy to overwhelm our end target with a dense mass of words that in the end do not transmit anything. A message designed to be plainly perceived is undoubtedly the most difficult thing to develop but also happens to be the most efficient way to create an impact and awareness. What is read easily was hardly easy to write.


To be able to communicate effectively we must develop a central concept, focusing the effort on an anchor story, a solid and attractive premise in which the personality, values, and proposal of the brand will be present. Linking a brand with a good story allows consumers to associate it with emotional aspects and be more receptive to its message and more likely to its consumption and acceptance.


 A brief, but precise and clear message always generates better results than an entire passage written in an encyclopedic boast. Please do not mistake a brief message with a short one: “It is not the same the brief than the short: the brief shots up on time, the short shots up early”, according to Andres Neuman.


The environment is crucial when it comes to effective communications. Whether in marketing or in any other discipline, the knowledge of the environment (its influences and components) in which a message is going to be issued, will give us some guidelines in the choice of words, references, tonnes and proper resources that will allow a substantial penetration of the brand’s premise in its target.


To take advantage of a language, it’s necessary to know about it – its rules, resources, figures, structure, etc. Only he who has knowledge of its proper application can communicate accurately, and clearly, convey ideas to consumers. Rhetorical figures make it possible for grouping concepts, making allegories, highlighting qualities and wrapping up the receiver in a story well told intensifying their attention.


As people, we create associations in our minds that not necessarily converge with reality. Alex Grijelmo mentions in his book “Seduction of the Words”, that advertising uses phrases, such as “Free as the Sun” in order to promote liberating qualities in certain products, which are actually inaccurate, considering that the sun remains static all the time, always coming out at the same time and serving a rigid period very far from being as free as it’s mentioned. However, people tend to associate terms like “freedom” with large spaces, like the sea, and other aspects of nature, as the star in question, perhaps because of the idea of breaking binds with everyday civilization. Thus, understanding certain terms that serve as positive or longing symbols, though perhaps inaccurate, we can build a powerful and emotionally provocative message to the end target thereof.

Thus, knowledge and good use of language enable us to construct powerful tests or writing scripts that connect with the consumer at a deeper and emotional level. Taking inspiration from the great thinkers and poets, of the beauty of literature, interest ourselves a little more about the resources offered by our language, and of course, be constantly observant of the everyday society we live in and how this society perceives and associates, we provide useful tools to distinguish ourselves from our competitors. And who can forget Scrabble’s copy: “It’s our word against theirs.”

Advertising is the best way to communicate to the customers. Advertising helps informs the customers about the brands available in the market and the variety of products useful to them. Advertising is for everybody including kids, young and old. It is done using various media types, with different techniques and methods most suited. Advertisements in mass media are fascinating, exciting and creative in this world of globalization. They are part and parcel of our day to day’s life. It plays a vital role for a company to promote its sales and increases revenues. Almost all the ads use taglines to attract the customers. Everything matters in an advertisement. The kind of color, background, people who are appearing, the words used by the people are all matters in advertisements. Above all, the culture depicted in advertisements plays a crucial role in promoting the particular product of a company. It needs a lot of imagination and creativity. Those who work hard and smart can excel in this field. This paper critically analyses the language used in advertisements with reference to the products they shown in mass media, in papers, and in journals.

The advantage of a language used in advertisements.

(1) Introduces a New Product in the Market:

Advertising plays a significant role in the introduction of a new product in the market. It stimulates the people to purchase the product.

(2) Expansion of the Market:

It enables the manufacturer to expand his market. It helps in exploring new markets for the product and retaining the existing markets. It plays a sheet anchor role in widening the marketing for the manufacturer’s products even by conveying the customers living in the far flung and remote areas.

(3) Increased Sales:

Advertisement facilitates mass production to goods and increases the volume of sales. In other words, sales can be increased with additional expenditure on advertising with every increase in sale, selling expenses will decrease.

(4) Fights Competition:

Advertising is greatly helpful in meeting the forces of competition prevalent in the market. Continuous advertising is very essential in order to save the product from the clutches of the competitors.

(5) Enhances Good-Will:

Advertising is instrumental in increasing goodwill of the concern. It introduces the manufacturer and his product to the people. Repeated advertising and better quality of products brings more reputation for the manufacturer and enhances goodwill for the concern.

The disadvantage of a language used in advertisements.

Important disadvantages of advertising are as follows:

While on the one hand, advertising is regarded as the lifeblood of modern business; on the other hand, some scholars are of the view that money spent on advertising is a waste. Those who hold this opinion are, as a matter of fact, the critics of advertising and they hint at its evils.

According to the critics, advertising has the following disadvantages:

(1) Adds to Costs:

An organization has to spend a large amount on advertising. It increases the cost of the products. To meet this expenditure, the price of the product is raised. No manufacturer pays for the advertising expenses out of his pocket. Advertising, therefore, leads to an unnecessary rise in prices. In this reference, it is said that advertising costs are passed on to the consumers in the form of high prices.

(2) Undermines Social Values:

The advertisement is a sort of day-dreaming for the people. These days it is taking the people away from reality and into the realm of artificiality. Through its medium, people get information about new products.Only very few products are of any use for them. The brilliance of new products really gets on their nerves. They want to buy them but have no resources at their command. Consequently, they start feeling upset with their present status. Taking it as a social evil, it can be said that advertisement undermines social values.

(3) Confuses the Buyers:

Many a time distorted version of reality is shown in the advertising. Believing in advertising, consumers buy the product. On its use, they feel cheated.They come to realize later that the information given in the advertisement was something else whereas the actual product was quite different from it. Thus, people lose confidence in advertising because of the wrong presentation. In this reference, it is said that advertising confuses rather than helps.

(4) Encourages Sale of Inferior Products:

Every manufacturer projects his product as superior one in the advertisement. Therefore, the buyer is unable to decide as to which product is really good.

Consequently, it is difficult to get good quality product even after paying a handsome price for it. If a seller gets a good price for some inferior product, it becomes a habit with him. It affects other sellers also. Therefore, it is said that advertisement encourages the sale of inferior products.

(5) Some Advertisement is in Bad Taste:

Many times, foul language and objectionable pictures are used in advertising in order to attract a particular class. They may be insulting to a particular class. It causes decay of social values.

Such kinds of advertising are generally opposed by the people as it hurts their feelings. In this reference, it is said that some advertisements are in bad tastes.



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