LANGUAGE IN ADVERTISING

1. Language in Advertising
ADVERTISING AND LANGUAGE: THE POWER OF WORDS
It is possible that the evolution and progress of humanity have, as a deeper root,
our communication skills. The use and abuse of language has allowed us to push
our thinking to the outside - or distort its content - and send misleading messages,
which in disciplines such as marketing can severely affect the level of persuasion a
brand would like to achieve on its consumers.
Countless campaigns are developed around the world with the sole purpose of
positioning products and generating massive brigades over the shelves on what are
the most powerful retail chains in the world.
Both Advertising and Marketing use graphical, textual, verbal or sound
communication tools in order to construct messages that lead to consumption of
products and services that are offered by a brand that invests in these efforts of
persuasion.
Whichever way a brand chooses to establish a dialogue with its customers, the use
of words has been critical in the development of stories that touch the
susceptibilities of the people they are directing these efforts to.
Here are some variables that are influential in the development of messages
designed to communicate brand value:
Simplicity
"The unintelligibility is the perfect weapon for those who have nothing to say," goes
an aphorism. It's easy to overwhelm our end target with a dense mass of words that
in the end do not transmit anything. A message designed to be plainly perceived is
undoubtedly the most difficult thing to develop, but also happens to be the most
efficient way to create an impact and awareness. What is read easily was hardly
easy to write.
Story
To be able to communicate effectively we must develop a central concept, focusing
the effort on an anchor story, a solid and attractive premise in which the
personality, values and proposal of the brand will be present. Linking a brand with a
good story allows consumers to associate it with emotional aspects and be more
receptive to its message and more likely to its consumption and acceptance.
Conciseness
A brief, but precise and clear message always generates better results than an
entire passage written in an encyclopedic boast. Please do not mistake a brief
message with a short one: "It is not the same the brief than the short: the brief
shuts up on time, the short shuts up early, according to Andres Neuman.

Context
Environment is crucial when it comes to effective communications. Whether in
marketing or in any other discipline, the knowledge of the environment (its
influences and components) in which a message is going to be issued, will give us
some guidelines in the choice of words, references, tones and proper resources that
will allow a substantial penetration of the brands premise in its target.
Rhetoric
To take advantage of a language, it's necessary to know about it - its rules,
resources, figures, structure, etc. Only he who has knowledge of its proper
application can communicate accurately, and clearly convey ideas to consumers.
Rhetorical figures make it possible for grouping concepts, making allegories,
highlighting qualities and wrapping up the receiver in a story well told intensifying
their attention.
Symbology
As people, we create associations in our minds that not necessarily converge with
reality. Alex Grijelmo mentions in his book "Seduction of the Words", that advertising
uses phrases, such as "Free as the Sun" in order to promote liberating qualities in
certain products, which are actually inaccurate, considering that the sun remains
static all the time, always coming out at the same time and serving a rigid period
very far from being as free as its mentioned. However, people tend to associate
terms like "freedom" with large spaces, like the sea, and other aspects of nature, as
the star in question, perhaps because of the ideal of breaking binds with everyday
civilization. Thus, understanding certain terms that serve as positive or longing
symbols, though perhaps inaccurate, we can build a powerful and emotionally
provocative message to the end target thereof.
Thus, knowledge and good use of language enables us to construct powerful texts
or writing scripts that connect with the consumer at a deeper and emotional level.
Taking inspiration from the great thinkers and poets, of the beauty of literature,
interest ourselves a little more about the resources offered by our language, and of
course, be constantly observant of the everyday society we live in and how this
society perceives and associates, we provide useful tools to distinguish ourselves
from our competitors. And who can forget Scrabbles copy: "It's our word against
theirs."
(http://morethanbranding.com/2013/02/12/advertising-and-language-the-power-ofwords/)
2. English use in Advertising
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.
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, featherlight 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?
(http://www.linguarama.com/ps/marketing-themed-english/the-language-ofadvertising.htm)
3. Communication in Advertising
Importance of Communication in Advertising
The average person sees an estimated five thousand ads per day. From
commercials on television and pop-ups on the Internet to advertising on bathroom
stalls and subway platforms, the messages are endless. Due to such
supersaturation, it's not uncommon for most of these promotions to get lost in the
clutter. That's why effective communication to a specific target audience is the key
to making advertisements stand out and get results.
Affecting Your Audience
Successful communication in an advertisement involves focusing on a certain
audience with information that meets this group's needs. There are three main
reactions that a good ad can trigger from these intended viewers. The first response
is emotion, getting the target audience to feel something because of your message.

Secondly, you want potential customers to think about what you have to say. And
the third objective is to encourage them to take action, such as purchasing your
product.
Communication through Branding
Another essential type of communication is called branding. According to the
American Marketing Association, branding is defined by a name, sign or symbol,
which is designed to identify a seller's goods or services. The entire purpose of this
often complex effort is to convince consumers that your product is the only one that
can meet their needs. A good brand will: deliver a clear message, reflect credibility,
connect with the consumer emotionally, motivate the buyer and build loyalty.
Developing Your Brand
Since your brand is one of the most crucial ways of communicating with a specific
audience, it's important to spend time researching, developing and defining it. The
goal is to make consumers feel a connection with the brand that represents your
company so that you can influence their purchasing behavior in a way that benefits
you. Brands that inspire an emotional response and are able to draw in the
consumer build loyalty and a successful following.

Emotion and Branding

Emotion is powerful in a brand because it is an effective way to connect with an
audience. Brands such as Starbucks, Google and Apple have found highly
prosperous approaches to making their audiences feel good about their products.
Furthermore, these companies succeed on an even deeper, more meaningful level.
Due to compelling marketing strategies, many consumers feel these services are
integral to their lives. This kind of communication is what every company strives for
in its advertising.
(http://smallbusiness.chron.com/importance-communication-advertising15349.html)