Use of words that add mystery and intrigue are also means through which

Use of words that add mystery and intrigue are also

This preview shows page 10 - 12 out of 15 pages.

comprehends an ad effectively. Use of words that add mystery and intrigue are also means through which advertising content is generated. Many governments levy restrictions on advertising language and content in order to regulate the use of these as a means to manipulate the people’s thinking. In order word around these laws, advertisers use connotations that depict implied meanings. Not only do these help the advertisers get the message across but they can also unfairly use suggested meanings instead of stated meanings to give the customers the illusion of the product having features it does not.one technique here, used mostly for cosmetics, over the counter medicines and baby food, is the use of scientific names of the ingredients to make the product sound complicated and undecipherable for the customers. Use of jargons makes the audiences believe that the product is highly advanced, quality and research based, ultimately driving sales. Use of practicality to relate to the target market of the advertised product, service or lifestyle is an effective way to grab attention as well. For example, everyone likes to enjoy affordable, quality and fashionable clothing. This is accepted by the advertisers as a norm and then shaped into the advertising message like ‘do you want affordable, quality and fashionable clothing under one roof?’ pragmatic approach like the above example immediately taps on an individual’s desires and he/she is more likely to pay attention to the subsequent message. This
Image of page 10
Writer’s Last Name 11 also explains the use of words like sale, discount, % off to cater to the majority’s need for off- price goods and services. Lastly, storytelling or sequential advertisements are used to captivate the audience to follow the advertisements because the curiosity keep them motivated to pay attention to the whole them throughout the process (Escalas, 1998). In a nutshell, advertising makes perhaps the best use of word play to persuade prospective customers to pay attention to the message being communicated. IMPLICATIONS OF VARIABLE USE OF LANGUAGE ON PERSUASION IN POLITICS, MEDIA AND ADVERTISING Persuasion is one of the key powers that a language allows us humans to exercise. By studying patterned structural use and techniques of language that are used by politicians, media personnel and advertisers, we can understand the multiple implications that it can have on the audience. As a student of language studies, the intrigue of how change in structural pattern of language can affect the processing of the overall message is a rather interesting phenomenon (Olson and Zanna, 1993). The changing times also call for keeping different techniques of language up to date with the changing mindsets of the people. The study of language and how it can be used to the best advantage of individuals that need to communicate and persuade, can benefit communicators greatly into making their message clear and more impactful.
Image of page 11
Image of page 12

You've reached the end of your free preview.

Want to read all 15 pages?

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes