Advertisement An advertisement (or ad for short) is anything that draws good attention towards a product, service or person.

Ads appear on television, as well as radio, newspapers, magazines and as billboards in streets and cities. [1] Advertising is the art of making people believe that they want to buy the product you are offering them. Whether they actually need it or not are irrelevant: if you are advertising it, the people who see the advertisement need to believe they want it. Part of shaping this perception is using words in the advertising language, such as English, that favorably shape these perceptions.

Characteristics of Advertising English Specialty

Getting something special is always better than getting something ordinary. Following from this premise that people prefer the special to the ordinary, successful advertisers use language to make what they are advertising stand out from the pack. Instead of advertising a "functional razor that will give you a decent enough shave," ads will talk about "state of the art razors that give you the best shave that is physically possible." Using adjectives to enhance the value of the product is an advertiser's bread and butter.

Urgency

Getting a customer to buy an item now is always preferable to planting long-term seeds in the customers' minds to encourage them to buy the item at some point in the future. Advertisers try to subtly "rush" people into buying a product by using words that build a sense of urgency on the time frame in which the customer can make a purchase. Phrases such as "limited time only" or "special offer" create the impression that your customer needs to buy this product now, since it will only be more expensive later.

Repetitive Buzzwords

Advertisers repeatedly string together adjectives to hype up a product. These adjectives focus on making the product seem impressive and are often phrases that evoke the same feelings about any item, rather than actively describing the actual item the advertisement is promoting. Strings such as "new cutting-edge technology" can promote computers or cars just as easily as they can

promote razors or shoes. The image or name of your item is just something to associate with the string of positive adjectives in the potential customer's mind.

Sell Success

Terms that build the fantasy that the acquisition of the item will make the prospective customer more successful professionally, personally or romantically are standard tools in the advertiser's tool box. Advertisers tie phrases such as "a better job awaits you," "vacation of your dreams," or "most popular guy on the block" with images that help customers visualizes the success the terms describe. The implication always is that by simply buying the item you are advertising, the customer can have all that. [2] From above definition, we can derive following important aspect of advertising process: Communicating a message - Cause Influence purchasing behavior & thought patterns - Effect Persuasive & Informative Enabler

Language is the key criteria for effectiveness of these three aspects. Message must be communicated in a language which is comfortable to the audience and influence them in a positive manner. At the same time it will be more effective if the communication is persuasive and informative. Language to be used in an advertisement should be determined based on the product and the user group for the product. For instance, advertisement for a luxury good should be publicized in English whereas same for a necessity is preferred to be done in local language for greater communicability and mass reach. Two Indian Americans, Aradhna Krishna and Rohini Ahluwalia of University of Michigan and Minnesota, respectively, examined the role of language in advertising in India. Their results indicate that multinationals marketing products, among bilingual populations, should pay special attention to language. They determined how the language hits viewers mind in relation to a product category. This happens as different products have different user groups. They found that participants perceptions of advertisements changes significantly when different languages are used. While Hindi is associated with belongingness (close, personal, friendly, family), English is associated with sophistication (global, cosmopolitan, urban, upper class), they wrote. They found that whereas detergents can be advertised effectively in Hindi, English is preferred for Luxury items like chocolates. Airtel, Coca Cola, Fevicol are some of the brands which advertise in local

language in two and three tier cities. But as far as Cadbury is concerned, they prefer Hindi or mixed language. The researchers also found that people responds favorably to mixed-language advertising. A classic example for mixed-language advertisement can be that of Frooti the first tetra pack fruit juice of India by Parle Agro Foods. They use the jingle Mango frooti, fresh-n-juicy with their Hindi advertisement effectively. Whereas use of Bengali language by all major advertisers for their products during Durga Pooja in Kolkata (rather whole Bengal) can be an example for use of local language to influence masses. [3] The role of English in our lives has got much importance. English may be a foreign language, but it is international in its significance.It is taken as a lingua France, the common language , for all parts of the world today.The importance of English language in our lives is as firstly , it is spoken , read or understood in most parts of the world. Due to this language, we can belong to whole world as well as to our own country. Secondly, the role of English in our lives is that it is truly the language of science and technology. No other language offers such a wide scope for scientific studies and research in English. Without our mastery of English, we could not have easily used atomic energy for power generation, in engineering projects , medical treatment etc. Thirdly, the most major role of English is that it offers us treasures of knowledge in all social sciences like history, political science, economics, anthropology, sociology, philosophy and psychology. Fourthly, it plays its role in modern medicine and surgery, developed from worldwide studies and researches in different countries and language now make a tremendous store house of medical knowledge in English. Lastly, religious and spiritual writings and translations in English are in plenty .All the Holy books including the Holy Quran and Bible with diverse translation find their pride of place in the section of religious books in any good library or book gallery. [4] The large amount of English usage in comparison with that of French or Italian becomes the basis for Haarmanns claims that the English language performs more functions than simply ascribing symbolic capital. Moreover, he asserts that: The impact of English on the modern Japanese language exceeds by far the boundaries of a basic cultural exchange or technical internationalization, and English borrowings have also penetrated lexical fields which belong to an assumed basic vocabulary. In other words, Haarmann claims that the use of English in Japanese advertising discourse adds symbolic associations and connotations as well as semantic meaning. He also warns against oversimplifying the influence of the English language as a trend of Westernization or Americanization in non-English-speaking communities. Instead, he defines this influence as

internationalization, which is part of modernization processes. Thus, he introduces the term symbolic internationalism as the function of English usage in Japanese: The status of English as a world language makes it a common motor of symbolic internationalization in the business world of many countries. Producers of industrial goods in western countries with a non-English-speaking population frequently choose English names for their products, and this trend can be traced back at least to the early seventies. Haarmann concludes that there are three main sources of English presence in the modern Japanese language: 1) as the language of wider communication; 2) as the symbol of modernity in the mass media and business world; 3) as the language specialized for the modern industrialized society. Kelly-Holmes discusses in great detail the different functions of multilingual communication in advertising. She turns to the special case of English by categorising the main functions of English in advertisements and by providing examples from advertising discourses in Central and Eastern Europe. Eight main categories are employed by Kelly-Holmes to distinguish the usage of English in advertising discourse. These categories are created on the basis of the symbolic value which English has in non-English advertising discourse. In order to define the different symbolic value of the eight categories an example from Kelly-Holmes for each type is given below. 1. English is used as a reference to the competence of the country-of origin (Britain or USA): Jaguars advertisement in Germany says, Die perfekte Balance zwischen Innovation und Tradition (the perfect balance between innovation and tradition), the symbolic aspect of traditionalism is attached to Britain and exploited by the use of English here 2. English as a technical display: Toyota Yaris advertisement which reads Sieger im Crash-Test (Crash-Test Champion) provides an example of the transfer of technical language from the automotive domain into the advertising domain 3. English as cosmopolitan and modern: the German airline company, Lufthansa, attaches cosmopolitan value to its slogan Theres no better way to fly, which appears in English even in the German advertising discourse (2005, p. 72). 4. English as neutral to the local linguistic context: a Swiss brand uses English in the German advertising context to convey neutrality in the context of the company Origin English as representation of popular culture and cool: a typical and internationally recognized as German Volkswagen displays in an advertisement Hello Sunshine. Das New Beetle Cabriolet- exploiting the symbolic value of English as the language of popular culture

5. English as the international lingua franca: adopting a global strategy which employs English as the default language in any advertising context (2005, p. 75). 6. Lack of English as local and trustful : English is seen as contrasting with the image which the advertisement is trying to achieve such is the slogan of German company for social health insurance, Wir sind hier. (We are here.), which accentuates the local character of the company . 7. English as representation of the free market: Bucharests shopping centre is branded as Unirea Shopping Centre in an effort to acquire symbolic value. [5]

Here are some slogan using English in a wrong way: In a Vienna hotel:

In case of fire, do your utmost to alarm the hotel porter. In a City restaurant:

Open seven days a week and weekends. At a Budapest zoo:

Please do not feed the animals. If you have any suitable food, give it to the guard on duty. In a Copenhagen airline ticket office:

We take your bags and send them in all directions. In a Tokyo hotel:

Is forbidden to steal hotel towels please. If you are not a person to do such thing is please not to read notes. Spotted in a safari park:

Elephants please stay in your car. [6]