Role Of Language In Advertisement

Decent Essays
Words are captivating on many levels, they vary from brand name products like Versace to Olive Garden to fast food restaurants like McDonald 's. Language plays a significant role in advertisements. Advertisements use language by making use of appealing catch phrases to try to convince people to buy their product, it is an essential marketing strategy to get their message across. Advertisements can be found everywhere. They are on social media, commercials, and billboards. People can not avoid advertisements even if they were to try. Although many people are not sure whether or not advertisements influence others to buy the seller’s product or not. People who create advertisements are very selective when it comes to picking the “right” words. They have to not only attract their consumers but be careful on what they choose to say. This leads to the question; does language play a critical role for advertisement and consumerism? Visual content and design in advertising have a very significant impact on the consumer, but it is …show more content…
Different people sometimes interpret language in different ways, making a decision about what to communicate and what to withhold. Language does not influence a person to buy their product. Although it may seem as if advertisements can convince a person, it does not. It just depends on the person’s interest. For example, an advertisement about a burger and some fries, the person may be disgusted by that advertisement for many reasons. Such as if that person were to be a vegetarian or if they were on a diet. “Personal factors such as a buyer’s demographics and psychographics, personality and self-concept affect his purchasing behaviour. The occupation of an individual plays a significant role in influencing his/her buying decisions.” (Hoffman) Not everyone buys the product that is being advertised but that is what the commercials are for, they try to target

Related Documents

  • Improved Essays

    Media plays an important role in today’s society, from the shows we watch on television, the music we listen in the radio, and to the magazines we read. Let’s say most people have goals and expectations for their future. They set specific requirements, they work hard, and hope for the best. However, individuals happen to set their goals based on media and advertisement that is approached to the world. “In the Shadow of the Image” by Stuart and Elizabeth Ewen, is a piece developed to describe the constant effects of advertising representation throughout our lives.…

    • 819 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Advertising and Food choices: A risk for children? Advertising is a powerful tool, extremely developed, that tries to convey a persuasive message by an identified sponsor. The consumer society is influenced directly by these Ads, filling up the spaces of people lives, dominating media and public spaces with information about products or events. In his article, “Image-based Culture: Advertising and Popular Culture”, Sut Jhally analyses the impact of advertising, and how it can define and shape our expectation regarding the meaning of products and objects. He points out that advertising uses a discourse that not just tell people about things, but also show how things are connected with important domains of people’s life.…

    • 762 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Advertisements are everywhere you go now. Without realizing we see at least a hundred ads a day. Advertisers will try pretty much anything to sell their products. So how far are they willing to go to sell you their products? What emotional appeals will they use to catch your attention?…

    • 1189 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    “Advertising’s Fifteen Basic Appeals” by Jib Fowles outlines the fifteen different areas in which advertisers try to manipulate the average consumer's mind by showing how they would be happier, accepted more, or better looking if they would buy a certain product. He delves into the structure of advertisement and sets a microscope on how the industry exploits the need for attention, aesthetic sensations, fulfill physical needs and etc by playing on the emotions of the human mind. Fowles states that an advertiser attempts to win the attention of consumers by giving a shape to the people’s deep-lying desire in a manner which they personally wish for. Advertisers make efforts to enforce both implicit and explicit messages in hopes of trying to manipulate consumers’ decisions. I will analyze…

    • 1018 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    Our world relies on consumers to purchase products. Purchasing products is what keeps the country on its feet. As there are consumers, there are also producers. These producers sell their products by advertising to consumers. Furthermore, producers appeal to their consumers in these ads to make their products seem more enticing to buy.…

    • 973 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    The most frequently used words used in today's advertising are “New and Improved” according to author William Lutz. Lutz is a retired English professor who wrote this excerpt from his book Doublespeak. His primary purpose in this text is to uncover and unfold secret details of the rhetorical strategies of advertisers that often conceal the true product or embellish its effectiveness. Professor Lutz’s article “With these words I can sell you anything” describes many of the advertisement business tricks to draw consumers into buying their products. He describe the advertisers tricks as weasel words, doublespeak and unfinished words.…

    • 734 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    Advertising is everywhere. We can discover it from newspapers, magazine, radio, television, and internet and so on. Moreover, the contents of many advertisements are very creative to catch the consumers’ eyes and motivates us to buy the products. According to Jib Fowles’s article, “Advertising’s Fifteen Basic Appeals”, he analyzed 15 basic emotional appeals, such as the need for sex, the need for guidance, the need for prominence, the need to aggress, the need to escape that advertisers usually use in the ads. He also gave explanations and example advertisements of each emotional appeal.…

    • 1434 Words
    • 6 Pages
    Improved Essays
  • Great Essays

    Ranging from commercials, newspapers, movies, and magazines, advertisements are one of the top most prominent things that society gets bombarded with on a daily basis. The problem that many individuals including myself is that we fall victim to the manipulation of the advertising sharks and their devious tricks. In the article ‘Advertising’s 15 Basic Appeals’ by Jib Fowles, the author portrays how advertisers use 15 basic emotional appeals, both conscious and primitive in order to get you to say ‘I want and need that!’ In National Geographic, a historical, anthropological, discovery-based magazine, advertisers focus their energy on the middle-aged, middle-class, educated audience, who want to improve their intellectual integrity, but also improve…

    • 1475 Words
    • 6 Pages
    Great Essays
  • Improved Essays

    Advertisements can be found all over the city no matter where you look. They can be presented by television commercials, print ads on billboards, Internet websites, and even the radio. The reasoning behind these ads is to persuade and argue why their product is more important than others. Sometimes these arguments can be used to persuade certain ideas that people think are right or wrong, and cause an argument socially, politically, or even religiously. Imagine this, it’s 1 a.m. and rearing to the end of the night with you and your friends.…

    • 1461 Words
    • 6 Pages
    Improved Essays
  • Improved Essays

    I come in contact with advertising everyday. The advertising I discern varies from graffiti on buildings to billboards along the highway to pictures in a magazine. Advertisements, along with the advertisers, have one sole purpose; to attract the consumer’s eye. Although there are various forms of advertising, all advertisements speak the same seducing language. In, The Language of Advertising by Charles A. O’Neill, he discusses the many language techniques advertisers use.…

    • 1238 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    As a television, computer, smartphone, or any other multi-media device is in the possession of many people today, advertisements are seen by everyone on a daily basis. Whether it is for food, clothes, or even an advertisement for a big game, it is designed to appeal to the senses. The advertiser wants to make the viewer feel as if they can see, taste, touch, smell, and hear what is presented in front of them. It is all about appealing to the viewer’s senses and emotions. This is why advertisement’s one would see on a network like Comedy Central differs from what one would see on Cartoon Network.…

    • 1064 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Advertisers do research on people to find out what they like and what they do not like by studying focus groups, surveys, and individuals’ personal lives. In Frontline 's “Persuaders” Frank Luntz says," 80 percent of our life is emotion and only 20 percent is intellect. I am much more interested in how you feel than how you think. " In other words, the advertisers want to connect with people through feeling so they can manipulate people to thinking the advertisers are on their side. The advertisers want people to think that they want to see people happy rather than make money from selling their products.…

    • 1504 Words
    • 6 Pages
    Improved Essays
  • Improved Essays

    The other article by Charles O’Neill titled, “The Language of Advertising” talks about the advertisement is not created to the values, truth, love, or colors but rather is about selling the product or service to the viewers. Whatever the company needs to do to sell people the product or service they will do it. Advertisers will go out of the way to sell something. Therefore advertising tends to be its very own language that people do not fully understand. O’Neill talks about how advertising is about the appearance, its purpose, creativity, attention getting, and the use of simple language.…

    • 1536 Words
    • 7 Pages
    Improved Essays
  • Improved Essays

    The marketing strategies primary role is to get a consumer to adopt elevated consumption of a product for the purpose of improving a firm 's revenue and profit maximization (Ferrell & Hartline, 2005). Other than just an act of randomly placing advertisements for consumers to read and see, marketing strategies go far beyond this point giving a strategic presentation of a product mix that will appeal to the target groups. For this part, an explicit discussion of the market research strategies that are highlighted in the documentaries “The Persuaders” is presented. This portion will further discuss the on the ethicality of this strategies and if they can be applicable in today 's market in 2015. In this documentary, the highlights on evident…

    • 855 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    It appears everywhere in today’s media. It appears while one is listening to the radio, watching television, surfing the web or reading a magazine. Advertisements are in every corner trying its best to catch people’s attention while they are doing everyday normal routines. For example, while someone is waiting to watch a video on Youtube, there will be an ad before the video. Advertisements grab our attention when it is something that can meet our needs or wants.…

    • 870 Words
    • 4 Pages
    Improved Essays

Related Topics