Product-oriented communication: A linguistic analysis of selected adverts.

Abstract

The language that is used in commercial advertisements in general often does more than just inform the public about products that are on sale; the language usually has an extra crucial task of trying to persuade potential customers to buy the products. The question that may be asked right at the outset is: How do designers of adverts make them persuasive? The main focus of this paper is to answer this and other related questions. From a linguistic point of view, it is evident that, among other things, designers of adverts pay attention to the morpho-syntactic, semantic and phonological aspects of the language used in an advert.