The Role of Language in Advertising
Ramazonova Feruza Akbarovna
Tashkent University of Applied Sciences, Gavhar Str. 1, Tashkent 100149, Uzbekistan
https://doi.org/10.5281/zenodo.10439607
Keywords:
advertising, potential customers, communication, a code system
Abstract:
Advertising has penetrated into all aspects of social life and has become an indispensable part of people's daily life.
The appeal of advertising is largely due to the advertising language. Advertising is the product of the development
of commercial economy. With the rapid development of economic globalization, advertising as a carrier of
information dissemination is an indispensable medium for marketing. Is there such a thing as advertising language?
Certainly, the language of advertising is neither a variety nor a register in its own right. Rather, the language of
advertising is able to take on any form that is required for communicating its message, thus covering and utilizing
the entire linguistic continuum.
1.
INTRODUCTION
The term “advertising” comes down to us from the
medieval Latin verb “advertere” to direct one’s
attention to. It is any type or form of public
announcement intended to direct people’s attention to
the availability, qualities, and/or cost of specific
commodities or services. Advertising can be seen to
fall into three main categories:
(1) consumer advertising, which is directed towards
the promotion of some product or service to the
general public;
(2) trade advertising, which is directed to dealers and
professionals through appropriate trade publications
and media;
(3) public relations advertising, which is directed
towards society by citizens or community groups, or
by politicians, in order to promote some issue of social
concern or political agenda;
The advertising market is in great competition as
we watch advertisements on TV, listen on the radio,
and read them in newspapers every day. No single day
in our life passes without going through some kind of
advertisement. In this great competition, the task of
advertisement companies becomes challenging for the
promotion of products. In this technological era, the
question for advertisement creators is not to reach the
majority of people but to reach the minds of people and
to stay there for an extended period. According to Al-
Azmi (2002), "The advertising copywriters attempt to
frame the message in such a way that the potential
customers would be convinced that it is better than
other similar products. They try to make the best
possible use of language and hope that it will have a
persuasive effect on the consumer's purchasing
behavior." The word 'advertising' simply means 'the
act of calling public attention to someone's products or
services etc. To get the attention of the people or to
make
advertisements
memorable,
attractive,
enjoyable, trustworthy, and creative, there has been a
use of several linguistic devices in the language of
advertising. Leech (1972) calls the language of
advertising as a "loaded language."
2.
Materials and methods
“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.” [1]
Language is the ultimate power in advertising. A
strong company name and tagline can make or break a
product. With the advent of social media and web 2.0,
the written word has become more prominent than
ever. People are constantly reading on
social media,
albeit not in the conventional sense. But with such a text-
based form of media dominant, advertising and the way in
which is inhabits our lives has changed.
Once, advertising was confined to the generic – an
advert on a bus, a 30 second TV commercial, a half
page in a newspaper. These were wide reaching, but
not specific. Now, adverts are much more powerful, as
cookies and GPS track your location both online and
offline to target you and your individual habits. The
power of an advert becomes that much stronger when
it is personally attached to your own daily life.
Language is a symbol system in human culture. As
Levi-Strauss (in Kasiyan, 2008:133) stated language
symptom is not only limited to the meaning of written
language or oral language, but also all social
phenomena of broader culture in society, such as
clothes, food menu, ritual and others.[2] In this case
advertisement discourse in mass media is also seen as
one of language phenomena.
In its development, language is not solely as a
means of communication or a code system toward
values which refer to one of monolithic reality
meaning.
Socially,
language
continuously
is
constructed in a certain social setting. As the
representation of certain social relations, language
always forms subjects, strategies, and certain
discourse themes. Language is visual which is in the
form of visual picture or symbol and has a power to
construct certain ideology which will also affect and
form subjectivity and our awareness. Visual language
is as also very effective as written language and oral
language.
In advertisement, language has a role to reflect the
naturality of use value toward product commodity or
service which are advertised. Here, language is also as
a media to spread capitalistic consumerism ideology to
society. The power of language which has brought the
colonization of human cultural symbolic in
advertisement, actually, is one of prove that the
friction of language represents of one potency which
can poison the existence of civilization at the present
and the future.
Based on the findings of Dubitsky, Lowrey &
Shrum (2003), our first hypothesis stated that
linguistic features are effective in increasing consumer
memory of an advertisement. This hypothesis led to
the prediction that subjects would be more likely to
remember the linguistic advertisements of the study
and less likely to remember the non-linguistic
advertisements. Furthermore, it was predicted that
subjects would be cognizant of the linguistic devices
being used and would remember the linguistic
advertisements as a result of those devices. This
hypothesis and its predictions are constructed from the
finding of Dubitsky, Lowrey & Shrum (2003) that
subjects were highly capable of recognizing and
recalling less familiar brand names when linguistic
devices were incorporated in those names.[3]
Advertisements for different media use different
techniques, but a number of features are common to
both spoken and written examples. First, it is always
important to establish:
The advertiser: logo, slogan, brand name,
distinctive colour or image
The target audience: age, gender, social status
The function of the advertisement or its
message: for example, ‘buy this’, ‘give
generously’, ‘join us’ and so on
The selling techniques:
A product-based approach praises the features of a
product or service, hoping to win customers on the
strength of the product or service itself
An audience-based approach tries to convince the
target audience that they need a particular product or
service: by concentrating on practical needs like
saving time, or psychological needs like the desire to
look better or younger, advertisers try to persuade
consumers that their lives will be better if they use a
certain product or service
An impact-based approach aims to attract attention
linguistically or visually.
By focusing on the language and images, it is
possible to analyze the way in which the advertisement
is intended to influence its target audience.
Furthermore, our second hypothesis stated that
linguistic features are effective in increasing an
advertisement's attractiveness and a consumer's
interest in that advertisement. This hypothesis led to
the prediction that subjects would find the linguistic
advertisements more memorable, interesting and
catchy than the non-linguistic advertisements when
asked to rate each ad on three scales.
CONCLUSION
These days, the existence of advertisement in
Uzbekistan has very fast development. Aesthetic
representation of advertisement has been very fast
growth by using esthetics values. But, sometimes the
usage of language in advertisement tends to
increasingly badly with a reason to increase profit or
product sale. The choice of words are not selected
appropriately and it will give boomerang for
advertisement itself so that it will be slandered by
many people. Language represents communication
means and it is so effective in every human activity
especially in advertisement. Language has magical
energy which if it is stringed up well it will be able to
hypnotize audience. So, the role of language in
advertisement is so important and it cannot be seen
into one side only.
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