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INTRODUCTION
1
1.1. Premise
many advertisements of different shape and sizes and in one way or the
privacy but in fact its an attractive power which can control a consumer.
2
different unmistakable components in a correspondence and that they are
very much requested. However that is not generally the case. To the
Unmistakably, the parts of our language and the way they are gathered
It has commented that there is by all accounts something about the English
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particular purposes. Makers utilize some particular medium to target their
pull in viewers.
correspondence maybe it has turn into a ware to gain cash. It is, in the
for people and also nobles. Gathering of people with numerous hobbies is
bound to stare at the TV ads amid projects of their interest. These plugs
Advertisements are always there, even if people are not aware of that.
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1.2. Definition of advertisement
The word advertising first appeared around in year1655. That was used
tries to convince people to buy a product and to inform them about some
component paid for recognizes promoting from free exposure. The second
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According to Advertising Association of U.K.:
service. Advertisements are messages paid for by those who send them
From these definitions we can see that advertisements are important for
both the consumers and producers. It creates and changes with the
messages to bring out the readers consideration and impact which readers
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can feel while perusing. In publicizing author composes for reader.
and it has a tendency to concentrate on word play and talk (May 1995
English lexicon, English syntax and figures of speech. All the three
simple and informal, misspellings and coinage words, loan words, word
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Sentence structure in advertising language is quite simple, understandable
language.
make messages more effective and outstanding. It also has power to vivify,
its own ways of using literary devices to achieve multi layered meanings.
rhetorical level.
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1.5. Statement of the Problem
its own which persuade people. This research employs the impact of
Advertising is one of the critical forces that help to improve the lifestyle
around the world. Merged with all these communicational, promoting and
world.
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needs be the types of advertising are fundamental. Publicizing has various
particular issues.
1.7 Objectives
products advertisements
products advertisements.
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1.9. Significance
a part of them, their structure, their importance, the responses they bring
Promotions have their own specific language. Their point is to impart data
about the organization and the picture they need to make, to the group of
a part of ads to reaffirm the feeling that organizations need the group of
onlookers to feel. Words are every now and again used to tie the
features on its own. The present study focuses on the influence of these
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light and thereby, offering help to advertising agencies, copy writers,
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CHAPTER 2
LITERATURE REVIEW
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2.1. History of Advertisements
Rome and Greece papyrus was utilized for promoting any item. The olden
advertising structure consists of wall and rock painting and it was also
praising their items. Today, product makers want to separate their items
and are always trying to figure out better approaches to display their item.
The items are visually highlighted now. Today the streets are covered with
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In Pakistan, for almost a decade after its existence in 1947, Advertising
that time print media was the only medium for promoting a message.
Trained and skilled professionals were not available at that time because
had been launched and with this advertising industry in Pakistan started to
develop.
consumers, brings social reforms and also plays three major roles in
society.
services.
15
Through advertisements, the makers of item or service bring them forward
and try to convince the purchasers to buy that item or avail that service
certain object.
Buyers can get to know about an item or service through ads which
Advertising helps to bring the social reforms and in this way enhance the
vast.
besides all that language is the only essential device which satisfies the
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role of advertising completely. Other than sound, light, photos etc
Firstly, language is used to forward some data from one person to another
our emotions and feelings to one another. Thirdly, language can tell us the
people are socially connected with each other. All these above elements
has some fundamental elements and also certain styles and strategies
the consumers.
English.
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Firstly an ad should be catchy for consumers and to achieve the target, the
sponsors need to make it colorful and utilize those sentences which drag
sentences because it will make the readers tired. So simple words must be
make them potential clients and this target can be achieved by using
Finally, the advertising content should be well designed, clear and have
In last decades advertising market has increased a lot which has increased
The truth isnt the truth until people believe you, and they cant believe
you if they dont know what you are saying, and they cant know what you
are saying if they dont listen to you, and they wont listen to you if you
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were not interesting, and you wont be interesting until you say things
It is insight into human nature that is the key to communicators skill. For
whereas the writer is concerned with what he puts into his writings, the
both his quotes. Advertising now is a science. People try to find out
catchy.
information and feeling which can catch the five senses of an individual. It
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Although a number of researchers have endeavored on advertising
position.
(Leech 1966) is considered as the pioneer in the field among those who
structure.
20
As television plays a very important role in todays business world. It
wellbeing.
and language. Sometimes its a blend of any two as in radio ads music and
Although pictures and music gives clues but its data is constrained and
people.
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readers, viewers, advertising agencies and copy writers about the use of
language in advertisements.
Advertising language has been studied by various researchers all over the
forms to express different words and are some special affiliations that
trademarks
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Weasel words are also used in advertisements which is an informal term
impression in consumers mind and also to influence their behavior and for
this repetition plays a vital role. That is why the name of the product or
figure out how to engage a wide gathering of people and make an impact
on clients mind.
single syllable or two syllables) is because of the reason that the shorter
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According to Goddard, advertising is a literary content in which some
aspects of real discourse were also copies. The lexical features Goddard
Secondly, words with change in spellings are used which makes a sentence
Pakistani context.
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utilized which just pass on the specific message to the audience. Limited
verbs are excluded and dependent clauses are made independent. Through
audience. As simple sentences consist of one clause with one subject and a
verb whereas, minor clauses have nominal phrase but no finite verb. As
per Crystal, grammatical rules have not been followed by minor sentences.
sentences are utilized. More over in some ads figures of speech are
ads to consumers.
47) says that commands are usually used in ads by promoters to create a
found in advertisements and these neither have subject and tense nor
models or aspect makers. Only basic forms of verbs are utilized in these
sentences.
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Leech (1966 page 110 to 111) distinguishes three groups of verbs that are
used in commands in advertisements. In the first group they deal with the
buying of a product or service and are also used at the end of the
advertisements. In the second group they are connected with the use of a
and imperatives do and that is the reason exclamations are also used
2002) strong emotions are also being exposed by the use of exclamation
sentences in ads.
sentences are not finite and have verb clause to form an individual
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According to (Brutaux 1996 page79) and (Toolen 1988 page57) the usage
present tense is frequently used while past tense is less common in usage.
Slogans he found out that, the pronoun "you" was generally used by
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commonly refers to potential customers, the expert or advocate of the
product.
used in advertisements.
of Pakistani advertisements.
(Toncar and Munch 2001), Mulken, Dijk, and (Hoeken 2005), (Philips
with comprehension.
As per (Warren and Martin 1990) a figure of speech is taken out from
normal discourse and used them to have an impact on the other people. So
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in advertisements, figures of speech are an approach to express the psyche
look at the adverts which built stun, curiosity and illustrative outcomes in
them.
Different puns, which mean to play upon word, are prominent among
marketing specialists because they clarify the idea and also brings an
element of shock. As per Sternkopf the reasons for puns are polysemy
of words, especially when these are used at the ending lines of poetry.
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rhythmic and also put stress by repeating the beginning sound the
consumers.
which two things are compared with each other by using words as and
in an advertisement.
30
Ellipsis is a syntactic scheme when one or more words are omitted
The current study will focus on the above described figures of speech used
in Pakistani advertisements.
and function of figurative language. They found out that puns are mostly
products then the results of the use of figures of speech would be different.
also two types of figures of speech which are tropes and scheme. This
nonfigurative ones the study finds out that consumers positively respond
towards the ads in which figures of speech are used. Figurative language
has a power to motivate a reader. Rhyme and repletion type represents the
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simplest and less demanding while puns and paradox are complex and
demanding.
finance and life style magazines. The study revealed that alliteration,
assonance and puns are widely used in advertising headlines. The study
also finds out that different rhetorical devices are tended to be used in
Till now by studying previous research the researcher feels that there is an
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CHAPTER 3
METHODOLOGY
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Linguistic is the investigation of the nature, structure, and variety of
products of kids.
The study is based on qualitative in nature and also descriptive. This study
3.2. Population
The Customers of kids products in Hyper star Lahore and Metro plaza
Lahore.
3.3. Samples
population.
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3.4. Tools
from the customers who are available in the Hyper Star and Metro Plaza
3.5. Limitations
product.
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CHAPTER 4
DATA ANALYSIS
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The researcher use questionnaire technique for data collection. Researcher
question have five option with Agree, Strongly agree, Neutral, Disagree
and strongly disagree, sign of tick mark is use to indicate the selected
sheet to hundred people who purchase kids products as sample from the
Hyper Star Shopping Mall Lahore and Metro Plaza Lahore. The
researcher did not face any complication in the process of data collection.
The answer of each question describes in the percentage to tell the result
of this study.
the result is very easy to understand. Each question is with its commentary
and the pie table is used for the better understanding and for showing the
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Question No. 1
Question No. 1
Disagree; 5%
Agree; 40%
Strongly Agree; 55%
.The researcher analyses that 55% of the people strongly agree that the
advertisements impress them to buy products and the 40% of the people
also replied with Agree as ads play vital role in the purchases of kids good
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the 5% of the customers disagree with this question. And the percentage of
Question No.2
Agree 40
Strongly Agree 15
Neutral 0
Disagree 30
Strongly Disagree 15
Question No. 2
Agree; 40%
Disagree; 30%
Strongly
Strongly Disagree; Agree; 15%
15%
The analysis of this question is that the 40% of the people agree that the
advertisements effects on their opinion to check the new product. And the
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15% of the people strongly agreed. 0% of the people are neutral in the
finding of this question and 30% of the people disagree with this. The
Question No. 3
Agree 70
Strongly Agree 10
Neutral 0
Disagree 20
Strongly Disagree 0
Disagree; 20%
Question No. 3
Strongly Agree; 10%
Agree; 70%
70% of the people reply that they are agree with this question that the
Alliterations is the cause to get the attraction and 10% of the people
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strongly agreed that it caught the attraction because it provide rhythm in
dialogues but 20 percent of the people are disagree with this question they
does not like redundancy of the letters in words or dialogues. And the ratio
Question No. 4
Agree 85
Strongly Agree 5
Neutral 10
Disagree 0
Strongly Disagree 0
Question No. 4
Neutral; 10%
Strongly Agree; 5%
Agree; 85%
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The finding of this question is that the 85% of the people are agreed and
the 5% of the people are highly agreed with this statement and the 10% of
the people are neutral with this statement they may be agreed or may not
be agreed with the presented statement. And both the options disagree and
Question No. 5
Agree 92
Strongly Agree 8
Neutral 0
Disagree 0
Strongly Disagree 0
Question No. 5
Strongly Agree; 8%
Agree; 92%
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Through this question the researcher comes to know that the
people and create effect on attraction, agreed are 92% and strongly agreed
percentage of 0.
Question No. 6
Agree 24
Strongly Agree 26
Neutral 0
Disagree 40
Strongly Disagree 10
Question No. 6
Disagree; 40%
Agree; 24%
Strongly Agree; 26%
Strongly Disagree; 10%
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The findings of this question is that the 24% of the people are
agreed and the 26% of the people are strongly agreed that the simple
sentences create impacts on the buying behavior and mind, Neutral are 0%
but the disagreed persons are 40% and strongly disagreed people is 10%.
Question No. 7
Agree 42
Strongly Agree 48
Neutral 0
Disagree 10
Strongly Disagree 0
Disagree; 10%
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The researcher come to know that through this statement the 42%
of the people agreed and 48% customers are highly agreed with this
statement they are in the favor that more reasonable and frequently
inconceivable have strong impact and the remaining 10% of the people
Question No. 8
Agree 78
Strongly Agree 12
Neutral 0
Disagree 10
Strongly Disagree 0
Question No. 8
Disagree; 10%
Strongly Agree; 12%
Agree; 78%
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. The finding of this question is that the 78% of the people are agreed
with this statement they like comparative products in nature which are superior
then another and 12% of the people are highly agreed with the question these
peoples are also quality conscious they preferred most beneficial good or
products for kids. Neutral are 0% but the people who strongly disagree with the
Question No. 9
The slogans are made catchy to catch the intention of the people.
Agree 40
Strongly Agree 50
Neutral 10
Disagree 0
Strongly Disagree 0
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Strongly Agree;Agree;
50% 40%
Question No. 9
Neutral; 10%
The 40% of the people are agreed and the 50% of the people are
strongly agreed with this statements thats the slogans is the cause to get
the attention. 10% of the people are neutral with the statement. Disagree
Question No. 10
Agree 45
Strongly Agree 40
Neutral 0
Disagree 15
Strongly Disagree 0
47
Question No. 10
Disagree; 15%
Agree; 45%
Strongly Agree; 40%
The 45% of the customers are agreed and 40% of the customers are
highly or strongly agree with the adjective words these words convince
peoples to buy the products. Neutral are 0% but the disagrees are 15%
Question No. 11
Neutral 10
Disagree 5
Strongly Disagree 0
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Question No. 11
Disagree; 5%
Neutral; 10% Agree; 40%
Strongly Agree; 45%
The finding of this statement 40% of the customers are agreed and
the 45% of the customers are strongly agreed with the code-mixing has
strongly impact on the buying behavior and the 10% of the people are
neutral these peoples think it may be or it may be not. The 5% are disagree
with this statement and 0% of the customers are highly disagree with this
statements
Question No. 12
The pronouns like (I, we and you) creates a sense of equality in mind as a
buyer.
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Neutral 0
Disagree 0
Strongly Disagree 0
Question No. 12
Strongly Agree; 10%
Agree; 90%
The finding of this statement is 90% of the peoples are agree and
10% peoples of the customers are strongly agreed with this statement and
the remaining three options are not marked by the any sample. It is very
Question NO. 13
Agree 80
50
Strongly Agree 15
Neutral 5
Disagree 0
Strongly Disagree 0
Question No. 13
Neutral; 5%
Strongly Agree; 15%
Agree; 80%
The finding of this question 80% of the people are agreed with this
statement and the 15% are strongly agreed with it. 5% of the people are
neutral with this statement it may be or it may be not. And both of disagree
Question No. 14
behavior.
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Agree 25
Strongly Agree 10
Neutral 30
Disagree 15
Strongly Disagree 20
Question No. 14
Agree; 25%
Strongly Disagree; 20% Agree; 10%
Strongly
Disagree; 15% Neutral; 30%
The finding of this question is 25% of the people agreed with this
statement and the 10% of the people are strongly agreed with that the
interrogative sentence create highly impact and influenced them to buy the
products. Neutral are the 30%. The 15% of the people are dis agree and
Question No 15.
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Options No. of Customers
Agree 10
Strongly Agree 5
Neutral 50
Disagree 15
Strongly Disagree 20
Question No. 15
Agree; 10%
Strongly
Strongly Disagree; Agree; 5%
20%
Neutral; 50%
Disagree; 15%
The outcomes of this statement are that the 10% of the people are
agreed and the 5% of the people are strongly agreed with it. But on the
other hand neutral are 50% it means these people are agree or not may not
be agree with it. The 15% of the customers are disagreed and the 20% of
Question No. 16
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Options No. of Customers
Agree 18
Strongly Agree 22
Neutral 10
Disagree 20
Strongly Disagree 30
Questioin
Agree; 18%
No. 16
Strongly
Strongly Disagree; 30%Agree; 22%
Neutral; 10%
Disagree; 20%
The finding of this question is that 18% of the people are agreed
22% are strongly agree with the commands that used in the advertisement.
10% of the customers are neutral with these statements. 20% of the people
disagree and 30% of the people strongly disagree with this statement.
Question No. 17
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Options No. of Customers
Agree 30
Strongly Agree 60
Neutral 10
Disagree 0
Strongly Disagree 0
Question No. 17
Strongly Agree; 60%
Agree; 30%
Neutral; 10%
The finding of this question is that the 30% of the customers are
agreed and 60% of the customers strongly agreed with the usage of
slogans in the advertisement. 10% of the customers are neutral with this
statement. And disagree and strongly disagree options not filled by singly
sample.
Question No. 18
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Options No. of Customers
Agree 30
Strongly Agree 70
Neutral 0
Disagree 0
Strongly Disagree 0
Question No. 18
Agree; 30%
Strongly Agree; 70%
30% of the people agreed with it and remaining 70% of the people
are highly agreed with this statement. Neutral, disagree and strongly
disagree options about this statement is not filled by the single sample
Question No. 19
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Options No. of Customers
Agree 25
Strongly Agree 70
Neutral 5
Disagree 0
Strongly Disagree 0
Question 19
Neutral; 5%
Agree; 25%
Strongly Agree; 70%
The finding of this statement is that 25% of the people agreed and
70% of the people are strongly agreed with this statement these are
Question No. 20
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Litotes are used to enhance a particular feature of an object.
Agree 42
Strongly Agree 50
Neutral 8
Disagree 0
Strongly Disagree 0
Question No. 20
Strongly Agree; 50% Neutral; 8%
Agree; 42%
42% of the people agreed and 50% of the people are highly agreed
with that litotes can enhance the particular feature to the product. Neutral
are marked by 8% of the people and disagree and strongly disagree is not
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CHAPTER 5
CONCLUSION
5.1 Findings
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language in advertisement can bring desirable result and very useful for
the Researcher comes to know that language plays vital role in the
create value in the mind of people and built strong relationship and make
them loyal with the product. Kids products advertisement influences the
people through its charm and attractiveness to buy that product. Through
this study the researcher also concludes that the advertisements are the
cause to impress people but some things can make negative impact on the
customer as researcher define in data analysis through the pie table and
chart showing less ratio of the person with provided situation and
statement. Strong language impression has very strong impact to select the
product through the advertisements and this impression is also uses to give
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Advertisements strongly influence people to buy products.
Advertisements divert people opinion to buy different products.
Linguistic is the cause of attractiveness and colorfulness
Components of linguistic effect on the buying behavior
There is a need of some change in the Advertising language.
5.3 Recommendations
Control on overstatement.
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Advertisers have to must avoid from over statement which are
against the reality. It also creates the bad image about the product when
Repetition of advertisement
disturbance to see the advertisement again and again in the short breaks
Selling concept mean the purpose is only to sale the product may it
beneficial or not. The main purpose is the concept to sale existing product
into the marketed before it spoiled the companies at this concept not think
Use of Connotations
connotations. They will easily pull into the readers mind and stick where
Use of words
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When writing an ad copy, it is best to use simple messages which can be
association then he must take great care to use any terms or phrases which
Bibliography
64
Biber, douglas, susan Conrad and Geoffrey Leech. 2002. Longman student
grammer of spoken and written English. Harlow:
Longman/Pearson Education Limited.
65
Janoschka, Anja. 2004. Web Advertising: New Forms of Communication.
Philadelphia: John Benjamins Publiching Company.
66
McGlone, M. (1996). Conceptual metaphors and figurative language
interpretation: Food for thought? Journal of Memory and
Language, 35, 544-565.
67
Vetergaard, Torban and Kim Schroder. 1985. The Language of
Advertising. Oxford: Blackwell.
68
one for better
result.
3 Alliterations are
used to create
rhythm to attract
people
4 Rhyming words
create rhythm
which makes an ad
attractive
5 Colloquial words
have an impact.
6 Simple sentences
used in ads have
an impact.
7 The metaphors and
similes clarify the
message.
8 Comparative and
superlative degrees
portray the quality
of a product.
9 The slogans are
made catchy to
catch the intention
of the people.
10 Use of adjectives
convince the
watchers
11 The mix-code
words make an ad
colorful and
attractive.
12 The pronouns like
(I, we and you)
creates a sense of
equality in mind as
69
a buyer.
13 Connotations built
positive attitude
towards the
product.
Sr. Question Strongly Agree Neutral Disagree Strongly
No Agree Disagree
14 The interrogative
sentences create
style that
influenced the
buying behavior.
15 Overstatements are
utilized as a part of
advertisements to
underline on a
specific
component of an
item. They are full
of feeling or
deluding.
16 The command
used in
advertisements
urge u to try a new
brand.
17 The Slogans of ads
Create strongly
emotional impact.
18 Puns
clarify
the
image of
a
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product.
Declarative
19 sentences bring
innovation.
71