LANGUAGE OF ADVERTISING

BY :

I Gede Juliarthana (1541121032)

Ni Made Nita Pramita Damayanti (1541121040)

Ni Made Eta Renita (1541121045)

Ni Made Krishna Dewi (1541121099)

ENGLISH DEPARTMENT FACULTY OF LETTERS

WARMADEWA UNIVERSITY

DENPASAR

2018
 ABSTRACT
The title of this paper is Language of Advertising. The problem to be examined in this
paper are the kind and the function of advertising in the language.
In analyzing language of advertising, the theory of Ni Wayan Kasni in her book
Discourse and Advertising (2017) is applied as main theory. And also for supporting the theory
is taken from a book Kannan in his book entitled Use Of Language In Advertisement (2013) .
Data of this paper are taken from the book Discourse and Advertising by Ni Wayan Kasni
(2017). The data are collected by doing observation method, and the all the data are analyzed by
doing descriptive analysis.
This study is designed to investigate and discuss about the fundamental as well as the
main characteristics of the advertising language. In effect, this study is proposed to shed light on
what it takes to be an effective and successful advertisement in terms of its features. To reach the
aim of this study, some of the main subjects, topics, and points which can be related to the goal
of article are introduced, explained, and discussed. Afterword, they are followed by a precise
discussion and conclusion. On the whole, this study attempts to identify the characteristics of the
good and operative advertising language. For the most part, this article looks at the features
which are essential and indispensable for the advertising language, or to be more exact, the traits
which create some piece of work so called an in detail, and from a deeper view.
I. Background and Problem

All people in this world need communicating to each other communication is the act is
transferring communication to the other to communicate with other people.
In the communication section is divided into two kinds of verbal communication and non-verbal
communication. In the business world of communication used the same verbal and non verbal
communication. The form of communication is different but the goal remains the same that is for
the delivery and delivery of messages.By using language one can make statements, convey facts
and knowledge, explain or report something, and maintain social relationships between language
users. This shows that by using language, people can express their ideas, feelings, information
etc.

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. Visual content and design in
advertising have a very great impact on the consumer, but it is language that helps people to
identify a product and remember it.The English language is known for its extensive vocabulary.
Where many other languages have only one or two words which carry a particular meaning,
English may have five or six.

Moreover, the meanings of these five or six words may differ very slightly and in a very
subtle way. It is important to understand the connotation of a word. Connotation is the feeling or
ideas that are suggested by a word, rather than the actual meaning of the word. Armchair, for
example, suggests comfort, whereas chair arouses no particular feelings.The target audience, of
course, also puts its own meaning into certain words. Different people sometimes interpret
language in different ways.

Both the mass media, when reporting news items, and marketing and advertising
personnel have to consider the emotive power of the words they use. First, they make a decision
about what to communicate and what to withhold.One way in which advertisers adapt language
to their own use is to take compound words and use them as adjectives. These compounds often
later become widely used in normal situations. Examples of these compounds which have
become part of the English language are: top-quality, economy-size, chocolate-
flavoured, feather-light and longer-lasting.

The language of advertising is, of course, normally very positive and emphasizes why
one product stands out in comparison with another. Advertising language may not always be
"correct" language in the normal sense. For example, comparatives are often used when no real
comparison is made. An advertisement for a detergent may say "It gets clothes whiter", but
whiter than what?

There are some kind of language in advertising. Every language has its syntactic
function. Because the language in advertising is of some kinds, it is so interesting to discuss of
language in advertising.

II. Scope of Discussion

1. What are the basic features of advertising ?

2. How is the language in advertising ?
3. What are the features of advertising ?
III. Discussion

6.2 Basic Feature of Advertisements

Paid Form- Advertising is always a paid form of communication and hence commercial
in nature.
Non-personal presentation- Advertising is a non-personal presentation. The form of
presentation , advertising is always directed to a mass audience rather than to any individual At
times, e-advertising message may give the impression of personal appeal.
Sell or promote ideas, good and service- Advertising is aimed at promoting and selling
not only tangible and physical good, but also ideas and service.
Identified sponsor- Advertising discloses or identifies the source of the opinions and
ideas it present.
Inform and persuade: Advertising usually informs the potential consumer about
products and service, their benefit and utilities. It also persuades the consumers to purchase such
products and service.

6.3 The Language of Advertising

The choice of language to convey specific messages with the intention of influencing
people is vitally important in advertising. Visual content and design in advertising have a very
great impact on the consumer, but it is language that helps people to identify a product and
remember it. The common use of language is English because English language is known for its
extensive vocabulary that has some words more than other language which carry a particular
meaning.

Moreover, we have to understand the connotation of a word in language. Connotation is

the feeling or ideas that are suggested by a word, rather than the actual meaning of the word.
Different people sometimes interpret language in different ways. Both the mass media, when
reporting news items and marketing and advertising personal have to consider the emotive power
of the words they use. First, they make a decision about what to communicate and what to
withhold. One way in which advertisers adapt language to their own use is to take compound
words and use them as adjectives. Examples of compound words are: top-quality, economy-size,
chocolate flavored, feather-light and longer-lasting.
 Language of advertising is, of course, normally very positive and emphasizes why one
product stands out in comparison with another. Advertising language may not always be
“correct” language in the normal sense. For example, comparatives are often used when no real
comparison is made. An advertisement for a detergent may say “It gets clothes whiter” a study of
vocabulary used in advertising listed the most common adjectives and verbs in order of
frequency. They are:

Adjectives Verbs
New Make
Good/better/best Get
Free Give
Fresh Have
Sure See
Clean Buy
Wonderful Choose
Special Come
Extra Go

The Features Of Advertising

- Hyperbole – exaggeration, especially in describing something in exaggerating manner.

Often by use of adjectives and adverbs like new, clean, white, real, fresh,etc.
- Neologisms may have novelty impact, it is as a new word or an expression which is
created by joining two or more word parts together to create an entirely new word. e.g.
Beanz Meanz, Heinz, Cookability, Schoweppervescence, Tangoed, Wonderfuel.
- Long Noun Phrases, frequent use of pre and post modifiers for descriptions.
- Short Sentences for impact on the reader. This impact is especially clear at the beginning
of a text, often using bold or large type for the “Headline” or “slogan” to cpture the
attention of the reader.
- Ambiguity may make a phrase memorable and rereadable. It is a phrase or sentence
which has more than one cognitive meaning.
 - Weasel Words are words which suggest a meaning without actually being specific, e.g.
helps, like, virtually, enriched, worth, fresh, tested, guaranteed, etc.
- Euphemisms: “Clean Round the Bend” for a toilet cleaner avoids comment on
“unpleasant” things. Euphemism is type of figurative language which carries connotative
meaning.
- Avoidance of negatives – advertising normally emphasizes the positive side of a product
- Simple and Colloquial language: “It ain’t half good” to appeal to ordinary people,
though it is in fact often complex and deliberately ambiguous.
- Familiar Language: use of second person pronouns to address an audience and suggest
a friendly attitude.
- Present tense is used most commonly, though nostalgia is summoned by the simple past.
- Simple Vocabulary is most common with the exception of technical vocabulary to
emphasize the scientific aspects of a product which often comes as a complex noun
phrase
- Repetition of the brand name and slogan, both of which are usually memorable by virtue
of alliteration, finger of fudge, the best four by four by far
- Humour- this can be verbal or visual, but aims to show the product positively
- Glamorisation is probably the most common technique of all. The words employed in
advertisements are modified in such a way by combining the words which are
uncommonly used in daily speaking is one way to give glamorisation touch in
advertisements.

IV. Conclusion

Based on the discussion above, we can conclude that there are 5 basic features of advertisements,
they are:

1. Paid form
2. Non-personal presentation
3. Sell or promote ideas, goods and services
4. Identified sponsor
5. Inform and persuade
 The common language used in advertisement is English because English language is known
for its extensive vocabulary that has some words more than other language which carry a
particular meaning. Moreover, we have to understand the connotation of a word in language.
Connotation is the feeling or ideas that are suggested by a word, rather than the actual meaning
of the word.

Language of advertising is, of course, normally very positive and emphasizes why one
product stands out in comparison with another. Advertising language may not always be
“correct” language in the normal sense. For example, comparatives are often used when no real
comparison is made.

And also there are some features of advertising, such as: Hyperbole, Neologisms, Long Noun
Phrases, Short Sentences, Ambiguity, Weasel Words, Euphemisms, Avoidance of negatives,
Simple and Colloquial language, Familiar Language, Present tense, Simple Vocabulary,
Repetition, and Glamorisation.

V. References

1. Kasni, Ni Wayan. 2017. Discourse and Advertising. Warmadewa University Press.

2. http://repository.usu.ac.id/bitstream/123456789/46186/4/Chapter II.pdf

3. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.460.2585&rep=rep1&type=pdf

4.https://www.researchgate.net/profile/Peter_Pagin/publication/267371740_Pure_Quotation_Co
mpositionality_and_the_Semantics_of_Linguistic_Context/links/546a325c0cf20dedafd383df.pdf

5. https://maxilk.wordpress.com/category/linguistics/

6. http://docs.exdat.com/docs/index-158696.html