Analyzing Linguistic Features of Advertising Language

Abstract

The aim of this research is to analyze linguistic features of advertising language. It essentially concerns with linguistic creativity which plays a crucial impact on its industry. The samples of the study are corpus of (26) adverts covering various types compiled from the press, TVs and the internet, published between 2000 to 2016, the method adopted is descriptive theoretical that intended to analyze the selected texts systematically. The study has come up with some findings: Advertisers use simple dictions and structures, merge images with texts, distinctive graphic and layouts, widely use of imperative and declarative form, as well as chopping sentences into several parts in order to ensure that the messages are clear and easily perceived by the recipient, deliberate deviational so used by advertisers as a tool to arrest consumers attention, to differentiate their brands, and to achieve their persuasive ends. The researcher has come up with following recommendations: There still remaining a range of further opaque areas presupposed to be unfolded, such as, companies and brands names, logos and characteristics of ad headline are extremely recommended. Lastly, the researcher hopes that the study is constructive and helpful clarifying for understanding the core issues related to technique of advertising language.