English for Specific Purposes World, ISSN 1682-3257, http://www.esp-world.info, Issue 37, vol.

13, 2013

Use of Language in Advertisements

Dr. R. Kannan 1

Associate Professor & HEAD S&H

Dr. Sarika Tyagi

Assistant Professor (Senior)

Introduction
Advertising is the best way to communicate to the customers. Advertising helps informs
the customers about the brands available in the market and the variety of products useful to
them. Advertising is for everybody including kids, young and old. It is done using various media
types, with different techniques and methods most suited. Advertisements in mass media are
fascinating, exciting and creative in this world of globalization. They are part and parcel of our
day to day’s life. It plays a vital role for a company to promote its sales and increases revenues.
Almost all the ads use taglines to attract the customers. Everything matters in an advertisement.
The kind of color, background, people who are appearing, the words used by the people are all
matters in advertisements. Above all, the culture depicted in advertisements plays a crucial role
in promoting the particular product of a company. It needs a lot of imagination and creativity.
Those who work hard and smart can excel in this field. This paper critically analyses the
language used in advertisements with reference to the products they shown in mass media, in
papers and in journals.

Use of Language in Advertisements

Dr. R. Kannan, Dr. Sarika Tyagi
English for Specific Purposes World, ISSN 1682-3257, http://www.esp-world.info, Issue 37, vol. 13, 2013 2

Objectives of advertising:
Four main Objectives of advertising are:
i. Trial
ii. Continuity
iii. Brand switch
iv. Switching back
Trial – The companies which are in their introduction stage generally work for this objective. 2
The trial objective is the one which involves convincing the customers to buy the new product
introduced in the market. Here, the advertisers use flashy and attractive ads to make customers
take a look on the products and purchase for trials.
Continuity – This objective is concerned about keeping the existing customers to stick on to the
product. The advertisers here generally keep on bringing something new in the product and the
advertisement so that the existing customers keep buying their products.
Brand switch–This objective is basically for those companies who want to attract the customers
of the competitors. Here, the advertisers try to convince the customers to switch from the
existing brand they are using to their product.
Switching back–This objective is for the companies who want their previous customers back,
who have switched to their competitors. The advertisers use different ways to attract the
customers back like discount sale, new advertise, some reworking done on packaging, etc.
Basically, advertising is a very artistic way of communicating with the customers. The
main characteristics one should have to get on their objectives are great communication skills
and very good convincing power.
Basic features of Advertisements:
i. Paid form–Advertising is always a paid form of communication and hence commercial in
nature. Thus, advertising can clarify to be distinguished from publicity which is not paid for by
the sponsor.
ii. Non-personal presentation - Advertising is a non-personal presentation. Whatever the form
of presentation, advertising is always directed to a mass audience rather than to any individual.

Use of Language in Advertisements

Dr. R. Kannan, Dr. Sarika Tyagi
English for Specific Purposes World, ISSN 1682-3257, http://www.esp-world.info, Issue 37, vol. 13, 2013 3

At times, e-advertising message may give the impression of a personal appeal. However, all the
sensations are non-personal in nature.
iii. Sell or promote ideas, goods and services – Advertising is aimed at promoting and selling
not only tangible and physical goods, but also ideas and services. Most often services like
banking and insurance which are sold through advertising. For example, Posts and Telegraph
Department advertises to promote the use of PIN CODE for fast delivery of letters. The scope of
advertising is wide and designed to sell not only goods but services and ideas also. 3
iv. Identified sponsor–Advertising always has an identified sponsor. In other words, advertising
discloses or identifies the source of the opinions and ideas it presents. On the other hand, the
sponsor for publicity or propaganda can remain anonymous.
v. Inform and persuade:
Advertising usually informs the potential consumer about products and services, their benefits
and utilities. It also persuades the consumers to purchase such products and services.

Significance of Language
Language is a powerful tool for a human being to communicate with others effectively.
Therefore, the use of right and effective language both in spoken and in written brings success.
All the successful persons use select vocabulary in order to attract their audience and get
success in their life. Likewise, the kind of language used in advertisements in mass media as
well as in leading journals and newspapers brought big success to companies.

The language of Advertising

Language has a powerful influence over people and their behaviour. 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.

Use of Language in Advertisements

Dr. R. Kannan, Dr. Sarika Tyagi
English for Specific Purposes World, ISSN 1682-3257, http://www.esp-world.info, Issue 37, vol. 13, 2013 4

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 4
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?
A study of vocabulary used in advertising listed the most common adjectives and verbs in order
of frequency. They are:

Adjectives Verbs
1. new 1. make
2. good/better/best 2. get
3. free 3. give
4. fresh 4. have
5. delicious 5. see
6. full 6. buy
7. sure 7. come
8. clean 8. go
9. wonderful 9. know

Use of Language in Advertisements

Dr. R. Kannan, Dr. Sarika Tyagi
English for Specific Purposes World, ISSN 1682-3257, http://www.esp-world.info, Issue 37, vol. 13, 2013 5

10. special 10. keep

11. crisp 11. look
12. fine 12. need
13. big 13. love
14. great 14. use
15. real 15. feel
16. easy 16. like
5
17. bright 17. choose
18. extra 18. take
19. safe 19. start
20. rich 20. taste
Good and new were over twice as popular as any other adjective.

Hyperbole - exaggeration, often by use of adjectives and adverbs.

Frequent use of adjectives and adverbs
A limited range of evaluative adjectives includes new, clean, white, real, fresh, right, natural,
big, great, slim, soft, wholesome, improved ....
Neologisms may have novelty impact, eg 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 capture the attention of
the reader.
Ambiguity is common. This may make a phrase memorable and re-readable. Ambiguity may be
syntactic (the grammatical structure) or semantic (puns for example).
Weasel words are often used. These are words which suggest a meaning without actually being
specific. One type is the open comparative: "Brown's Boots Are Better" (posing the question
"better than what?"); another type is the bogus superlative: "Brown's Boots are Best" (posing
the question "rated alongside what?") Look out for the following Weasel words:
Helps like virtually

Use of Language in Advertisements

Dr. R. Kannan, Dr. Sarika Tyagi
English for Specific Purposes World, ISSN 1682-3257, http://www.esp-world.info, Issue 37, vol. 13, 2013 6

Enriched worth fresh

Tested guaranteed scientific
Traditional home-made organic
Use of Imperatives: "Buy Brown's Boots Now!"
Euphemisms:"Clean Round the Bend" for a toilet cleaner avoids comment on "unpleasant"
things. The classic example is "B.O" for "body odour"(in itself a euphemism for "smelly person")
Avoidance of negatives – advertising normally emphasises the positive side of a product - 6
though see Marmite, Tango, Benetton, for whom it seems that all publicity is good.
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, my mate Mary, with the exception of technical vocabulary
to emphasise the scientific aspects of a product (computers medicines and cars but also hair
and cleaning products) which often comes as a complex noun phrase, the new four wheel
servo-assisted disc brakes.
Repetition of the brand name and the slogan, both of which are usually memorable by virtue of
alliteration, finger of fudge, the best four by four by far;
Rhyme – mean machine, the cleanest clean it's ever been;
Rhythm- drinka pinta milka day
Syntactic parallelism - stay dry, stay happy
Association – fresh as a mountain stream
Humour–This can be verbal or visual, but aims to show the product positively. Verbal
Puns wonderfuel and graphic juxtapositions are common.
Glamorisation is probably the most common technique of all. "Old" houses
become charming, characterful, olde worlde or unique. "Small" houses become compact,
bijou, snug or manageable. Houses on a busy road become convenient for transport.

Use of Language in Advertisements

Dr. R. Kannan, Dr. Sarika Tyagi
English for Specific Purposes World, ISSN 1682-3257, http://www.esp-world.info, Issue 37, vol. 13, 2013 7

A café with a pavement table becomes a trattoria, moving up market aspires to be

a restaurant, too cramped it becomes a bistro. Not enough room to serve it becomes a fast
food servery. If the menu is English food it is likely to be traditional, home-baked or home
made; if the menu is French the cake will be gateau, the potted meat paté, bits of toast in your
soup will be croutons. Thedecor will be probably chic, possibly Provençal.
Finally potency.
David Ogilvy identifies the following words as giving news value, novelty and immediacy to a 7
piece of copy.
free now how to
suddenly announcing introducing
improvement amazing sensational
remarkable revolutionary startling
miracle magic offer
quick easy wanted
challenge advice to compare
bargain hurry last change
Critical analysis of leading advertisements
With the mushrooming of satellite channels teleshopping becomes a big business
concept now a days. The concept of this is that a customer can select products of their own
choice which are shown in the channels and place orders through telephone or mobile. The
product will reach to customers within few days. This helps people who do not have time to go
to shops and select products. Moreover, it saves time and energy. The question is whether all
the products shown in channels are worthy to buy. They use convincing language to buy the
products. For example, advertisements relating to diet, fitness, weight reducing, physical
exercise, etc. are shown repeatedly. If we carefully analyze the advertisements on weight
reducing, we can easily find out the fact that how can a man can reduce his weight within the
stipulated time. Of course it may be possible for some people, not for all.
Another advertisement relating to health drinks like boost, horlicks, complan etc. The
tag line for boost ad is ‘boost is the secret of my energy.’ If it really gives energy we do not even

Use of Language in Advertisements

Dr. R. Kannan, Dr. Sarika Tyagi
English for Specific Purposes World, ISSN 1682-3257, http://www.esp-world.info, Issue 37, vol. 13, 2013 8

need food. Another example is the ad for Complan, which says that it is ‘complete planned
food’. If it is complete planned food and contains all the essential nutrients there is no
necessary to take our food. It is better we can have a cup of Complan for all the three times
rather than taking our breakfast, lunch and dinner.
Next we can take up advertisements regarding electronic goods. Philips is a global
company which manufactures all kinds of electrical and electronics goods. Tube lights
manufactured by Philips are world renowned product. The tag line for this is that ‘sense and 8
sensibility.’ Actually the title is from one of the famous novels by the English novelist, Jane
Austen by the same title. How a light can have sense and sensibility? Years before there was an
advertisement for a new television product. That was for Onida television. It had an attractive
tag line of ‘Owner’s pride and neighbours’ envy. What was the pride for owners and what was
the envy for neighbours. If we analyse this ad we can find out that a customer buys a new
television by investing huge amount. Actually it is a big burden for him. Then what is the pride
for a buyer? Nothing.
Almost all the commercial establishments create advertisements to win over the edge.
It is because everyone is in a win-win situation. Accordingly, they create ads and show it
through mass media and other leading dailies. For example, one of the leading Indian
nationalized bank which says that ‘pure banking and nothing else’. In reality, what is happening
in nationalized banks is contrary to the nature. When a bank opens a new branch in a new
locality they canvass people to open account. After it gets sufficient account and funds the
service from the bank reduces. When one enters the bank for a minor problem, it will not be
solved even after months. Then what is the meaning of that tag line. Another bank uses the
following tag line, ‘taking technology to the common man.’ India is primarily an agricultural
country. Now a days, farmers find it difficult to grow food crops and sell them. In some cases
farmers are not able to repay their loans. Due to this, some of them commit suicide. This is the
reality. Instead of encouraging our traditional farming system they encourage to open account
and use the bank. How can a farmer use a bank even when he finds it difficult to get his single
time food for a day.

Use of Language in Advertisements

Dr. R. Kannan, Dr. Sarika Tyagi
English for Specific Purposes World, ISSN 1682-3257, http://www.esp-world.info, Issue 37, vol. 13, 2013 9

Insurance companies both govt. owned and private companies are coming up every day.
The common tag line for insurance companies is ‘insurance is the subject matter of
solicitation.’ The meaning is that it is a matter of choice of an individual. And it is not a
compulsory one. There are different types of insurance available in the market. One such kind is
‘life protection’ insurance. How a company can protect an individual’s life? Is it a life giver? No.
It is a well known fact that no one has the ability to protect other’s life. If this is true, how does
it possible for an insurance company to protect our lives. It is totally contrary to nature. 9

Maruti Suzuki, One of the leading car manufacturers in India, has given the tag line
“designed to keep you calm and comfortable” for its model RITZ. The question is that in this
global slowdown in economy, people all over the world find it difficult to buy even essential
commodities. They lost their sleep and peace. Everyone is in stress and in problems. Is it
possible to get calm and comfortable just by buying a car? Of course, it is possible for rich men.
Not for all.

In these days, using refrigerator in homes as well as in commercial establishments is a

common scene. But the poisonous gas emitted by the fridge is very dangerous to our health
and to the atmosphere. There is a mushrooming of brands available in this segment. Because of
heavy competition each and every company wishes to sell their products in one way or the
other. There is a tag line, “your refrigerator may be cool but burning inside”. The meaning is
somewhat puzzling. We can feel coolness only inside the fridge, not the outside. Then, how can
it be burning inside, if it cools inside. The advertisement is misleading, if one thinks deeply.
Our life will become stand still without computers. It plays a crucial role in our life.
There are number of computer companies producing computers throughout the world. Dell is
considered one of the best brands in the world. The tag line goes, “gets second glances and
puts you on top of the world”. Without taking any effort how does it possible to be on top of
the world just by buying a computer. No one knows.
Modern houses are decorated with ultra modern water heaters in the bathrooms. One
of the leading brands in this line gives the following tag line to its brand, “now your great

Use of Language in Advertisements

Dr. R. Kannan, Dr. Sarika Tyagi
English for Specific Purposes World, ISSN 1682-3257, http://www.esp-world.info, Issue 37, vol. 13, 2013 10

mornings can always start on time.” How a water heater decide our punctuality and our
mornings are the great ones. It is our own will to get up at right time in the mornings. No
external force can compel us to do something.
Summing up:
In fact, the advertisements lure the consumers. By seeing them consumers tend to buy
the products whether they are needed or not. Such is the power of advertisements. Vance
Packard (1960) memorably said: "The cosmetic manufacturers are not selling lanolin, they are 10
selling hope ... we no longer buy oranges, we buy vitality. We do not just buy an auto, we buy
prestige." In other words, advertising helps educating people. There are some social issues also
which advertising deals with like child labour, liquor consumption, girl child killing, smoking,
family planning education, etc. In short, advertising is the art of influencing human action and
awakening of a desire to possess products and services. It is a mass persuasion activity duly
sponsored by the manufacturer, retailer, or dealer for whom the advertising is done.

References:
1. Clark, Eve V. and Herbert H. Clark (1979) When Nouns Surface as Verbs, Language 55,
767-811.
2. Corbett, Edward P. J. (1990) Classical Rhetoric for the Modern Student. 3rd ed. New
York: Oxford University Press.
3. McQuarrie, Edward F. and David G. Mick (1996) Figures of Rhetoric in Advertising
Language. Journal of Consumer Research.
4. Pullum, Geoffrey K. and Barbara C. Scholz (2001) More than words. Nature, 413, 27
September 2001, p.367.
5. Schrank, Jeffrey. “The Language of Advertising Claims.” Teaching About Doublespeak.
ed. Daniel Dieterich. Illinois: NCTE, 1976.
6. http://www.managementstudyguide.com/objectives-importance-of-advertising.htm
7. http://www.shareyouressays.com/89313/5-basic-features-of-advertising

Use of Language in Advertisements

Dr. R. Kannan, Dr. Sarika Tyagi