Language used in every advertisement should be able to catch the attention of the reader and motivate him to take immediate action. Despite the development of sophisticated non-verbal techniques, language continues to remain a powerful customer-catching tool. To evoke the desired responses advertisement use certain word- triggers. These are used to bring about a close association of a particular quality or state with a particular product. The task of creating the language of advertisement is by no means an easy one. The ad maker has to stretch his creativity and fantasies the consumer goods. He has an almost unlimited scope for violating the rules and conventions of language to create advertisement literature. He may coin a telling phrase, an epigram or a rhyme to drive his message home but he must be conscious that his advertisement does not make false promise, exaggerate a claim or misinform the customer because they may lead to legal action. The present study focuses on the importance of language in advertisement Key Words: Advertisements, creativity, figures of speech, linguistic deviations etc.
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- PERSUASIVE LANGUAGE FOR ADVERTISEMENTS (Pages 39-51) by Ch. Sudheer* and Dr. K. N. Varalakshmi** in THE ENGLISH RESEARCH EXPRESS / ISSN:2321-1164 (Online); 2347-2642 (Print)
PERSUASIVE LANGUAGE FOR ADVERTISEMENTS (Pages 39-51) by Ch. Sudheer* and Dr. K. N. Varalakshmi** in THE ENGLISH RESEARCH EXPRESS / ISSN:2321-1164 (Online); 2347-2642 (Print)
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Ch. Sudheer* and Dr. K. N. Varalakshmi**
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