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The Features of Advertising Language

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D Lowe

on 21 October 2013

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Transcript of The Features of Advertising Language

The Features of
Advertising Language
Modality is the level of language used in writing. To show a high degree of certainty about the likelihood of events, modal verbs of high modality are used. If we feel tentative about something, we use low modality.

E.g. “The benefits of Total Effects are truly exceptional. For years, women have been looking for a simple-to-use product that could combat multiple symptoms of aging skin. Now, thanks to Total Effects, there's a moisturiser that can fight the seven signs of aging.”

E.g. "All stock must go!"
Hyperbole is deliberate exaggeration used for dramatic or comic effect. It is frequently used in advertising (often described as hype or media hype) by agencies to build up their client's products and/or services in the reader's/viewer's minds.

E.g. "Anything is possible when your man smells like Old Spice and not a lady."

E.g. “...adds amazing lustre for infinite, mirror-like shine.”
Imperative Language
Imperatives are verbs used to give orders, commands, warning or instructions, and (if you use "please") to make a request. In advertising these words are used to:
1. Motivate
2. Guide/lead the audience
3. Be noticed
4. Persuade the audience to use their product.

Examples of imperative language use in advertising include:
1. Just Do It [Nike Slogan]
2. Book online NOW!
3. Take action yourself. Be Proactive.
Emotive Language
These are words that arouse an emotion in the reader. In advertising, words that arouse pleasant sensations in the reader are often used so that readers are prompted to take the action suggested.

E.g. "Snickers really satisfies" OR "Oh what a feeling, Toyota. "
A pun is a play on words that sound the same but have different meanings or on different senses of the same word.

E.g. Weight Watchers Frozen Meals- Taste. Not waist.
Superlatives and comparatives
Interrogative sentences
An interrogative sentence is a type of sentence which asks a question and ends in a questions mark. They are useful in gaining the reader's attention. They also directly involve the reader because they solicit a response.
Informal Language
Ads sometimes use informal language to appeal to their markets. Such language can make the ad easier to understand and more memorable.
Adjectives, Verbs and Adverbs
Adjectives and adverbs are used to describe nouns and verbs. Words such as 'new,' 'improved,' 'first,' etc. are examples of words that are used in advertising.

Verbs are doing words. Frequently used verbs include: 'hurry,' 'discover,' 'call,' etc.
Personification is a figure of speech in which an object, and idea or a quality is given human qualities or form.

E.g. Yellow Pages- 'Let your fingers do the walking.'
Familiar language
Use of second person pronouns- such as 'you' addresses the audience and directly solicits a response.
A neologism is a word that has been created by advertisers for specific products for novelty effect.
Superlatives state that something is the best.

Comparatives compare things.
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