Advertisements in the world of business and other contemporary circumstances often have an element an element of persuasive language. In most cases, the development of the advertisements engages playing around with words and the employment of certain literary techniques. People who read or watch advertisements are within the target market or audience of who may be possible buyers of the products sold by the organization (Felton 1). On the other hand, advertisements do not aim at convincing people to buy commodities only; they are usable in passing important messages to a particular audience. In a bid to achieve this objective, the language used in advertisements must be emphatic in terms of communication. It must pass the message within one reading or visual encounter with the advertisement.
Advertisements use persuasive language by appealing to the inner logic and emotions of the target audience. Many of the advertisements today do not provide information on the product. In fact, some of the advertisements fail to mention the identity of the product. Instead, the advertisements target the emotions of the audience by seeking to appeal to fear, pity, happiness, and vanity. For instance, commercials meant for telephone companies providing communication services often seek to appeal to the nostalgic and happy side of the customers (Felton 1). The nostalgia emanates from the distance between the customers, which necessitates communication between them. After that, they will be happy after communicating hence the companies target these emotions to show the relevance of the services offered by these companies.
Every word used in advertisements contributes to the achievement of the objective of the advertisement. However, not all the words carry important information for the audience although they help to convince the audience about a certain subject (Groot 2). The use of humor in advertisements helps marketers or promoters to develop a connection with the audience. Laughter eliminates orientation towards money and helps the audience perceive the market as an individual or group interested in the welfare of the audience. The language in advertisements must convince the audience of the efficiency of the product by using the fewest number of words that readers may not have to spend much time reading and internalizing. Such language is loaded by the inclusion of snarl, weasel words, and purr. The inclusions are part of the objective that seeks to explore the emotional side of the audience rather their ability to start reasoning about the importance or viability of a product.
Persuasive language is not limited to the use of words alone. It includes the main characters included in the advertisement. The people appearing in the advertisements often portray individuals that the audience have a connection with or people that the audience admires. The marketers use such people because their mere presence in the advertisement is a form of language. In most cases, it is a language of uniqueness, rebellion, or similarity with the audience (Felton 2). By using individuals such as celebrities, prominent sportspersons, or leaders is a persuasive language that shows the audience that there is a possibility of being like the people in the advertisement. Consequently, the audience may purchase certain products or internalize a particular message because social icons communicate the message more effectively.
The use of slogans is also an important element of persuasive language. Slogans are memorable, and they have the potential of creating particular images in the imagination of the audience. Slogans do not center on the description of the product. Instead, their interest lies on making the audience recalling a certain phrase or word, which is catchy and helps them to connect with the product in the advertisements. One positive element of slogans is their ability to change over time depending on the needs of the clients (Eemeren 3). If the marketers identify a certain weakness within the slogan, they can adjust it to fit market needs and remind the audience that the product is better as reflected in the new slogan. For instance, if an advertisement states that the consumption of a certain brand of margarine is good for the audience because it is affordable, the slogan lacks some elements associated with advertisements in the food industry. The current trend is the preference for a healthy lifestyle through the consumption of foods with lesser cholesterol. Therefore, a good marketer will identify the weakness within the margarine advertisement and include statements of nutritional value within its slogan. For example, he or she can state that it is not only affordable, but also nutritional and cholesterol free. In this light, the audience will have an additional reason to consume or purchase the margarine because of the additional benefits they associate with its use. The slogan appeals to the most important needs of the audience (Groot 3). The element of being economical and that of ensuring they have a good diet.
The use of images is another important element in the persuasive language of advertising. Images utilize the psychographic theory of advertising, where they seek to appeal to the visual mindset of the audience. In fact, some advertisements are effective using images instead of words. Often, advertisements use good shades of colors to appeal to the viewer and attract their attention instantly (Eemeren 3).
PART 2: A SELECTED TEXT
The prescribed text selected for analysis is an advertisement for Chivas Regal, a renowned brand of Whisky in the Sunday Color Supplement Magazine. Therefore, the target audience has people who are likely to buy the magazine and read it, and the purpose is to market the brand to them. The text states, “12 years of good taste. Buy Chivas Regal because we can change what you drink.” The advertisement involves a conversation between a father and his son. The visual effect of the image reflects warmth and maturity of both the product and the father.
One reader can interpret the text as a father advising his on a good brand of whiskey to consume. Given that he looks aged, his experience is handy in enabling him to identify a good product for his son, rather than letting him wander in an unknown market. For this reader, the parent is concerned about the kind of drink that his son takes, and he is willing to offer some guidance. For another reader, he or she can interpret the text as a light moment between a father and his son. They have been enjoying a mature brand in the market for a long period, and they are willing to share their moments of fun with the rest of the world. The Regal brand is mature and dominant in the market as indicated by the mention of 12 years. Therefore, the image in the advertisements communicates to those who are missing a quality drink.
Works Cited
Eemeren, F. H. Examining argumentation in context: Fifteen studies on strategic maneuvering. Amsterdam: John Benjamins Pub. Co, 2009. Print.
Felton, G. Advertising: Concept and copy. N.p., 2013. Print.
Groot, E. The Language Factor in International Business: New Perspectives on Research, Teaching and Practice. Bern: Lang, Peter, AG, Internationaler Verlag der Wissenschaften, 2012. Print.
