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Abstract This paper aims to identify the most recurrent linguistic devices used in advertising texts. As previous research has established that language use shapes and determines consumer behavior, its importance in any advertising message is unquestionable. Therefore, we propose to find out the most widely used linguistic patterns, grammatical structures, and occurrence of certain linguistic features by investigating a corpus of advertising messages selected from print and online media.
Key words:
Linguistic feature, advertising, language, creativity, ads
1. Introduction
Along with the fast development of communication channels at global level, the advertising sector has also experienced a significant growth. Due to the electronic environment the diffusion means have diversified, enabling advertisers to target international audiences in fast and cost-effective ways. Therefore, the advertising industry gas undergone a lot of changes in order to keep in line with the technological development and meet contemporary expectations. The advertising message has evolved hand in hand with all scientific improvements during the last decades. The advertising message is a mixture of amazing and impressive visuals, audio and written text. If in the past ads contained a lot of text and very few images, nowadays the text is kept to the minimum while the visual and audio features are predominant. However, a lot of attention is paid to the text that accompanies any advertising message, and advertisers make use of various linguistic devices to draw attention and convey a strong message to the target audience. The choice of language is decisive in obtaining the desired output, and close attention is required especially when the message is directed at a global audience. Specialists in the field take account of linguistic means and evaluate the language used in order to maximize the effect of their message. Studies have been conducted to determine how language works in the advertising discourse, what linguistics devices are used and how advertising language has evolved in the course of time.
Researchers have analyzed the language used in marketing communications and determined that subtle wording chances may affect consumer behavior and shape buying habits. Some of the studies on the language of advertising were conducted by Leech, G., in "English in Advertising" (1966), work that lays the foundation for the future exploration of the advertising language,...